digiday brand conference: workshop with exponential: why you can’t beat big data in online...
DESCRIPTION
Everyone has big data. But few can credibly turn that data into, first, information, second, insight, and, third, action for digital advertisers. Exponential walks us through the technology and resources brands and their providers need to make that journey. Discover how to turn data into advertising intelligence and build successful audience models that precisely manage the trade-off between lift and reach. Presenter: Tim Brown, chief product officer, Exponential InteractiveTRANSCRIPT
2Advertising Intelligence
About Exponential
Platform e-X combines world-class data and technology to help brands identify, reach and engage their audiences online.
Company Exponential Interactive is a global provider of advertising intelligence and digital media solutions to brand advertisers.
ADVERTISING INTELLIGENCE PLATFORM
DivisionsOur audience engagement divisions apply advertising intelligence to deliver high-impact, high-engagement campaigns across display, video and mobile to more than 450 million unique monthly users worldwide.
3Advertising Intelligence
All media will be ‘digital’
Global media consumption per week
Average hours per week
Source: Carat/World Media Trends Report 2008
1900 1920 1940 1960 1980 2000 20200
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GamesMobileOutdoorCinemaDigital radioAnalogue radioDigital TVAnalogue TVWebPrint
4Advertising Intelligence
• Creating the big picture of consumer behavior
• Moving consumers from consideration to purchase
• Tracking results with integrated measurement and execution
Digital audience targeting opportunitiesDigital audience targeting challenges
5Advertising Intelligence
1. ‘Big data’2.Campaign measurement3. ‘The technology stack’4.Digital ‘engagement’
Major themes facing digital advertisers
www.exponential.com 6
Big data: Why you can't beat the model in online audience targeting
7Advertising Intelligence
Online data overshadows even the biggest events
8Advertising Intelligence
…without the ability to turn it into action
Data InsightInformation
Action
The amount of data is meaningless…
9Advertising Intelligence
Contextualize
Segment
Aggregate
From data to information: Page-level contextualization
10Advertising Intelligence
From information to insight: Audience discovery
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Brand data
Contextualize
Segment
Aggregate
11Advertising Intelligence
From insight to action: Audience targeting
Display
Video
Mobile
TV
Discover Target
12Advertising Intelligence
Media Agencies
Media Owners
Data Owners
ResearchFirms
DSPs
AD NETWORKS
How are audiences selected for targeting
13Advertising Intelligence
From insight to action: Audience modeling
Display
Video
Mobile
TV
Discover Model Transfer
14Advertising Intelligence
You can’t beat the model
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Brand X Beer Drinker
Pro
pensi
ty t
o v
isit
Bra
nd X
Exponential Network Reach
Brand Model Audience
ARTS & ENTERTAINMENT
MEN
SPORTS
