Big Data, Smart Data, Fast Data Inspire Creativity and Leverage Competitive Advantage

2

Data is ruining marketing

3

The perpetual

preoccupation with

the click

Know what this is?

What’s the impact on the other 99.99%?

0.01%Click Through Rate

(CTR)

6

Source: emarketer July 2015

The click dominates!

Metrics used to measure effectiveness of mobile advertising globally

CTR:

56%Brand lift:

26%

7

The

adblockalypse

• Is data transforming marketing for the better or worse?• Data Automation vs Data

Reputation

What stands between marketer and consumer?

100 350 947 1,876

2011 2012 2014 2015

We retarget. They block.

Source: Google Trends 2016

Average Jan 2012 Jan 2013 Jan 2014 Jan 2015

April 2010

Ad blocking

Retargeting

Who’s even seeing your ads anyway?

of web traffic is human are blocking adverts of impressions are viewable

40%22%44%

An obesity crisis in content

Source: Appnexus 2015

Trust is not uniform throughout the ad ecosystem

2%

4%

2%

21%

24%

32%

60%

57%

56%

17%

15%

10%

No Trust Some Mistrust Mostly Trust Completely Trust

Ad Tech Companies

Publishers

Advertisers

“ You might be making mistakes on the margin of error, but I believe the speed of which you get data and make decisions is more important than accuracy of the answer you get.”Jorn Socquet, VP of US marketing, AB InBev

A statement to send a shudder down a market researchers spine’

53%84%Of global CEOs say

they lack time to

think strategically

about forces of

disruption and

innovation

Of global CEOs are

concerned about the

quality of data they

have to base

decisions on

Of marketers need to

be more data focused

to succeed

Marketers don’t disagree… but

there’s room for improvement…

Source: KPMG Global CEO Outlook survey June 2016, Adobe Systems April 2015

86%

But can you blame him?

15

The solution?

Smart Data,

Fast Data,

Inspiring Data

17

Ophan

Data can be used to simply inspire creativity in a timely fashion

+

Analytics dashboards

for advertisers…

20

Real time data-driven media planning

21

Pulse and Velocity

22

Dynamically served contextual ads

23

The power of normative data of all shapes and sizes

Building a normative database and unearthing new insight

% uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website

InformedPositive towards

advertiserBenefit Appealing

Travel +16% +29% +22% +40%

Tech +25% +16% +16% +12%

Food & Drink +17% +24% +36% +21%

Finance no boost +8% +57% no boost

Fashion & Beauty +21% +13% +13% no boost

Arts & Entertainment no boost +16% +12% +8%

Normative mobile effectiveness

Four takeaways

Harness first party data for

campaign planning

Inspire creativity through

analytics

Tell data driven stories for

brands

Create an advertiser rather than

publisher centric view of first

party data