OMCollective - Inspiratiesessies - Google Doubleclick - Jo Delannoy (Google Belgium)

Better Together

• Doubleclick within Google• Programmatic marketing• Today’s challenge• How to make it work

Agenda

Media Buying Solutions❏ MBS (Media Buying Solutions) is a division of Google that delivers

media agnostic advertising solutions to media buyers (advertisers and agencies). These solutions are branded DoubleClick

❏ We provide a technology layer (DoubleClick digital marketing) that provides cross channel, cross device advertising technology

❏ DoubleClick enables advertisers and agencies to effectively and efficiently utilize online (paid) media

❏ DoubleClick evolved from a one product offering in 2007 (DFA) to the only global provider of one unified platform for your online advertising activities

What key Q’s do we see across large advertisers?

1. Am I allocating the correct budgets to the relevant (online) marketing channels to achieve the optimal result?

2. Do I have full transparency of my online media spend?

3. Am I leveraging my data to increase my performance and am I doing this cross label/cross proposition?

4. How efficient is my online marketing execution cross device, cross channel, cross brand ?

5. Am I leveraging and/or protecting my brand effectively?

V Huge amounts of digital media space1

Explosion of connected devices2

3

LOCATION

SEARCH DEVICE

AGE INTEREST

GENDER

Abundance of audience signals3

Every digital interaction with your brand is a chance to learn and respond in a better way.

“

V + D + A + ? = programmatic marketing

Advertising technology4

Using technology and audience insights to automatically buy and run a campaign in real time

[proh-gruh-mat-ik]

Programmatic marketing

=

Programmatic buying = The ability to buy the best

‘advertising space’ as efficient as possible based on all

available data points

Programmatic marketing: real time @ scale

Programmatic creative = The ability to create and

serve the optimal creative based on all available data

points

Right Person

RightTime

Right Message

Google Confidential

How to find the right user?

“Just Add Behaviours”

Demographics

Demos

+Context

Context

+Behaviours

BehavioursDemographics

Demos

+Context

Context

Reach consumers wherever they are in their Path To Purchase

Loyalty

Awareness

Consideration

Purchase

Evaluation

Leverage your CLIENT DATA and split your offers between existing and new customers and their historic behavior (cross- and up sell);

Leverage rich Google proprietary data; Affinity- & In-market segments, Similar Audiences;

Leverage 3rd PARTY DATA;

Social interactions; re engage based on social interactions (Youtube)

Leverage DEMOGRAPHICS and customize offers to the user’s gender, income, location, distance to store etc;

Use CONTEXTUAL information

Use PRODUCT LEVEL details to create offers based actual viewed content on your side;

Leverage previous SEARCH details to create more relevant messaging and propositions.

Google Confidential

Buy across all available exchanges

1M+of publishers

100M+of ad impressions

per week Display - video - mobile

Open auction

publisher

advertisers

Private auction

s

publisher

Preferred deals

publisher

advertiser

Programmatic

reservations

publisher

advertiser

advertisers

Several ways of programmatic buying

RTB / Programmatic Higher Priority/ Programmatic Direct

Brand Performance

Yesterday

Tomorrow ProgrammaticOpen, Direct, Reservation

Traditional Ad Serving Programmatic

Traditional Ad Serving

Upper Funnel Lower Funnel

Programmatic Direct Market Projection

Programmatic Direct

50%of Programmatic Revenue by 2017

RTB in the US and WW, IDC, October 2013

Don’t forget your creative!

An ad in front of the right person at the

right time is not enough

Plan● Geo-Triggered Messaging● A/B testing and Creating

Optimization

● Audience triggered messaging● Publisher triggered messaging

● Search to Display remarketing● Product level remarketing

Leverage data signals to populate your creative’s content and optimise your creative on the fly.

Awareness

Consideration

Purchase

Dynamic creatives with Doubleclick

Today’s challenge

The constantly connected consumer...and the complicated, constantly changing customer journey

38%of all customer journeys involve

more than one channelof interaction

90%of people switch between screens to complete tasks

56%say tailored experiences can convince them to switch brands

Sources: Google, The New Multi-Screen World Research, 2012; McKinsey & Co, 2013

“There’s a

platform for that.”

How can marketers break

through fragmentation and

focus on the customer?

Marketers & agencies use an average of 4.9 platforms to execute a single campaign

Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

Situation today

This is a breeding ground for challenges

Fragmented Insights

Performance Obstacles

Inefficiencies

“We have multiple teams pulling multiple reports from

multiple sources.

Then we have another team consolidating the information

into something we can actually use.”


Fragmented Insights


Inefficiencies

Only about 1/3 of CMOs consider

marketing analytics an important driver

towards their company's

performance


Fragmented Insights


Inefficiencies

44% of advertisers & agencies say

managing campaigns across multiple

formats is the most significant digital

marketing challenge they face


Where you want to be

How?Unification with DoubleClick

formats screens channelsAcross

tags audience listscreatives

Shared

DoubleClick Data Platform

Google Analytic

s Premiu

m

DFP3rd

PartyDMP

CRM data

Adwords -

YouTube

CreateBuy

Display & video Buy SearchManage, measure

&report

More efficienc

y

Better insights

Better performanc

e

Advantages of this unified approach

Single point of access increases

campaign efficiencies up to

33%

Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014

A unified platform leads to increased efficiency and better performance

More efficienc

y

Operational efficiencies gained across key resource activities

-16%

-10%

+26%

Source: BCG, Cutting Complexity, Adding Value, May 2013; Assumes following share of time: 50% Reporting, 30% Trafficking, 20% Optimizing

What to do with all of that time?

Reallocate time savings to high value activities

• Strategy• Analysis• Creativity

Single point of access increases

campaign efficiencies up to

33%

Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014

A unified platform leads to increased efficiency and better performance

32% average

reduction in CPA

Better performanc

e

• Categories and keywords• Site-specific buys

Scale

Specificity

• Remarketing from website• Third-party lists

• Similar audiences• Video/search remarketing• Behavioral analytics

Scale

Specificity

Scale

Specificity

101011

Source: BCG Analysis

Advanced behavioral targeting

Standard behavioral targetingSite-based

targeting

Google Confidential

Unified cross-channel customer data enables powerful retargeting campaigns

shoes |

Shoe sale

Shoe sale

24% decrease in CPA

with display remarketing

from search ads

FREE SHIPPING

Guide consumers further down the purchase funnel with Video remarketing

Create audience lists

based on YT

channel behaviour

and ad exposure

Reach them at

scale with a

relevant ad across

all connected

exchanges

Similar audiences: you know your audience, now discover more of them

The results -- advertisers can improve performance through a unified stack

Know your audience & delight

them across screens

Make better decisions with unified insights & attribution

-10%Cost per

click

+7Site

Visits

-28%Cost per

view

-32%Cost per action

-12%Bounce

Rate

Source: BCG, Adding Data, Boost Impact, September 2014

Per

form

ance

+30Minutes

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