finding the digital sweet spot

© 2013 DG Inc. All rights reserved.

Creating Efficiencies to Connect with the Right Audience

Ryan MancheeDirector of Innovation Strategy@rmanchee [email protected]

2

Finding the Digital Sweet Spot


is brewing

3

Una tormenta


The pressure is mounting

how will you prepare for

una tormenta?



Towards Convergence

6

The present media reality

OnlineTV


Towards Convergence

6

The dynamics of onlineand the plethora of data

Online

The maturity of television and the quality of video assets

TVMobile

Social

Analytics

The media reality of tomorrow


Fútbol

7


Política

8

9© 2013 DG Inc. All rights reserved.

Religión


Vatican Crowd


vs

5years ago?


5years from

now

?


CHANGE IS EMOTIONAL:(


reír14


llorar14


INTERACTIVE

TV SDK


survive!Find a way to


Strategy & Planning


[data]

Digital Dialogue


right ad right time

TV combined with online's targeting and measurement capabilities.

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An average of 3 in 10 online ads are never actually seen by their target audiences.

Where’s the accountability?

20

Did you know?

Where’s the viewability?


Visible Message Audience Time 21

Verification

+ + +


Smart Trading

Services ∙ Data ∙ Smart Versioning ∙ Video

©2013 DG Inc. All rights reserved 2

Services

©2013 DG Inc. All rights reserved


DG MediaMind’s Full Service Trading Desk

• Clients work with the Trading Specialists to de!ne the campaign scope, parameters, and goals… MediaMind handles the rest

• Trusted advisors providing expertise and experience in navigating the complex RTB landscape

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• Category

• Contextual

Content&Targe+ng

• Demographic

• Geographic

Audience&Targe+ng

• Site Re-Targeting

• Ad Re-Targeting

Re2Targe+ng


Execute Creative Across any Channel

26

Creative Type

Standard Banner

In-Stream Video

300 x 250

Top&Video&Exchanges

Expandable Banner

In-Banner Video

Top&Social&Exchanges

Spot On Data


• Continuous evaluation and testing of data partners allows us to ensure quality and performance

• Although we can create custom solutions through any partner, below are our preferred vendors


Best of Breed Data Providers

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Audience Targeting

∙ Declared Demo ∙ Interest ∙ Social

Audience Targeting

∙ Demographic ∙ Interest ∙ Intent

Audience Targeting

B2B

Page LevelData

∙ Safety ∙ Quality ∙

Category


Peer39 Creates a Clean & Targeted Buy

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Peer39 helps you determine the true value of every impression

CategoryMeaning and context

QualityThe structure and

elements of a page

SafetyObjectionable

or misaligned content

Every page is evaluated pre bid to determine its quality and safety for the ad.


Peer39 Quality Attributes Define the Page

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Homepages

Comments Content Rich Environments

UGC / Moderated UGC

Ad Count Toolbars / Widgets Transparency

Ad 1Ad 3

Ad 2

Ad Visibility Index

Smart Versioning



Smart Trading + Smart Versioning = Performance

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Identify consumer’s who’ve interacted with the brand

• Clicked Ad

• Visited Page

• Engaged with Rich Media

• Abandoned Sign-up

Right Audienceand Content

Right Message

Customize messaging to individual consumers based on past action

• Visit the Site

• Sign-up

• Watch the Video

• Complete Purchase


Smart Trading + Smart Versioning

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Video

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We believe advertising is now video-centric

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• SD/HD

• OTT

• Smart TV

• Mobile TV

TV Spots• Desktops

• Mobile

• Tablets

• DOOH

Online Ads

• inBanner

• inPlayer

• inApp

• 2nd Screen

Streaming Video


Rich Media + Video Across Screens

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Use Case

AdIn-Banner In-Stream

Primary ScreenMobileDesktop

Technology

+

MobileDesktop

Ads built entirely in

HTML5

Non-Interactive

(VAST)

Interactive(VPAID)

Non-Interactive

(VAST)

Flash + HTML5

Backup

Ads built entirely in

HTML5

Desktop ad


Reach Audiences Wherever They Watch Video

37

Pre-Roll Social Media Games

MobileIn-Display IPTV


VPAID : video + interactivity

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Benefits

19


Benefits of RTB

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RTB provides true bene!ts by allowing buyers to:

Discover Inventory and Optimize Campaigns by

Evaluating Results

Manage Data Driven Campaigns

Accurately Price Each Impression – Gain

Economic Ef"ciency


Why DG MediaMind?

23


DG MediaMind Benefit

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Holis+c&campaign&management&and&repor+ng

Implement&unique&strategies&to&drive&campaign&results

MediaMind&Trading&Specialists&available&to&answer&any&campaign&ques+ons

Strictly&adhere&to&and&manage&content&targe+ng&and&brand&safety

Fully&managed&service&for&lower&execu+on&lead&+mes


Smart Trading’s Unique Value Proposition

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Fully Managed by Trading Experts Full Transparency on Campaign Cost Optimize towards campaign goals

Brand Safety Components Integrated into the MediaMind Platform (synced with SV) Cross-media type exchange buying

CPC CPA


Case Study - Smart Trading Reduces CPA by 58%

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• Goal: Recruit Job-Seekers With Speci!c Technical Skills• Conversion Event: Completed Online Application• Geography: United States

Strategy:Use Retargeting with Smart Trading in conjunction with Premium Inventory buys

RTB

!$1.50

Premium

Results:

Other&Non*premium&Buys MediaMind&Smart&Trading

58%Decrease


Emerging Trends – Video

Source: Forrester Report, Online Video RTB Primed For Dramatic Growth, March 2012

$0

$175

$350

$525

$700

$190

$387

$667

20112012

2013US&Online&Video&RTB&spending&(in&millions)

Online Video RTB Spend Will More Than Double in 2012

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2x


DIGITAL VIDEO IS THE BRIDGE NEEDED TO BRING BRAND MARKETING DOLLARS

ONLINE IN A MEANINGFUL WAY. -Forrester

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Video is everywhere


OVER 3/4 OF GLOBAL CONSUMERS WATCH ONLINE VIDEO – WHETHER PCs, CONNECTED TVs OR MOBILE


ADDING DIGITAL TO A TV PLAN INCREASES CAMPAIGN IMPACT.

-comScore

49


are blurred for consumersLines

+MARKETERS


Pixel perfect

now planning

58%Video & TV together


Pixel perfect

2013

+20%marketers will join them


Sales Lift Doubles

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2xonline video vs traditional TV spots

Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing

Wall Street Journal


Fuse our thinking


Television

touchpointsonline

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Saw product on TV

Searched online

Read reviews

Visited shop

Ordered on mobile

Saw a billboard


How focused are we on video?

55


“We deliver more spotsthan anyone, anywhere.”

50,000 media destinations across 78 countries


Convergencia es un matrimonio

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We started the digital ad revolution


We invented rich media advertising

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We power premium video advertising

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>80% of 2013 Super Bowl Commercials


Driving consumer engagement globally

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We enabled the !rst dual-screen ad campaign


360° Campaign Management

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Intelligence in Advertising

Uni!ed Asset ManagementAll cross-channel assets conveniently housed in one place

Multi-Screen DeliveryStreamline delivery of ad content to multiple screens anywhere

Complete AnalyticsCustomized reporting of content usage and performance

Delivery of appropriate asset to viewing device

Media neutral data determines relevant

message

Collates information on consumer requirements

Performance Reach

Veri!cation


x


Audience Reach

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Simplifying the eco-system

Ad

A

B


Audience Reach

• Uni!ed asset management distributes cross-platform

• Consumer engagement produces intelligent retargeting

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Simplifying the eco-system

Spot

Ad

Product!

DATA “Thanks”

Spot

Spot

DATA “Thanks”

A

B

Targeting Consumer

Needs

Auto Optimization

of Media

Two-way communication

Deliver Relevancy

Accurate Audience

Measurement

Data Utilization

AssetArchiving

SocialIntegration

Buying Solutions


Digital Distribution

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Cross Platform Campaign Management

DSP

Veri!cation

Viewability

HTML5Trading

ACR

CPA

GRP

Planning

Assets

Buying

Distribution

DeliveryStandardAds

DCO

Optimization

Streaming

Mobile

TV

Social

Video

FormatsData

Analytics

Traf!cking

Production

Storage

Archive

Rich Media

Targeting

DR

Watermarking


Wherever Advertising is DisplayedStreamlining Processes

DSP

Veri!cation

Viewability

HTML5Trading

ACR

CPA

GRP

Planning

Assets

Buying

Distribution

DeliveryStandard Ads

DCO

Optimization

Streaming

Mobile

TV

Social

Video

FormatsData

Analytics

Traf!cking

Production

Storage

Archive

Rich Media

Targeting

DR

Watermarking

DSP

TradingPlanning

Buying

Delivery

Traf!cking

Targeting

Video


Media ModulesThe DG Value offering

9

DSP

Veri!cation

Viewability

HTML5Trading

ACR

CPA

GRP

Planning

Assets

Buying

Distribution

DeliveryStandards

DCO

Optimization

Streaming

Mobile

TV

Social

Video

FormatsData

Analytics

Traf!cking

Production

Storage

Archive

Rich Media

Targeting

DR

Watermarking

Production

FormatsAssets

HTML 5

DCO

Rich Media

Video

Standard Ads


Creative ModulesThe DG Value offering


Insights

Analytics

yourassets

ourplatform

allscreens

allvideo


Multiscreen Analytics

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•watermarking spots•brand speci!c measurement / ratings

•Industry standard currency for TV / Online (GRPs)

•TV Ratings, OCR, XCR, etc.

+


Multiscreen Analytics Platform

71


TV Spots meet Online Advertising


Ryan Manchee Director of Innovation Strategy@rmanchee 972.800.0737 [email protected]

Gracias. Your turn.

mailto:[email protected]

mailto:[email protected]

finding the digital sweet spot

Technology

targeting ad

smart versioning33

smart versioning2013

rich media

right ad right timetv

screenstreaming video

ad visited page

ad visibility index