how to ‘decode’ programmatic in order to drive conversions - lothar kruise
TRANSCRIPT
Lothar KrauseVP Global Advisory Services
The User-Centric Approach to Advertising
Turning Big Data to Smart Data
Programmatic: The User-Centric Channel
Programmatic: The User-Centric Channel
WHOMdo I want to reach?
Programmatic: The User-Centric Channel
WHOMdo I want to reach?
HOW & WHEREdo I reach them?
Programmatic: The User-Centric Channel
WHOMdo I want to reach?
HOW & WHEREdo I reach them?
WHATshould I show them?
Programmatic: The User-Centric Channel
WHOMdo I want to reach?
HOW & WHEREdo I reach them?
WHATshould I show them?
HOWcan I improve?
Whom do I want to reach?
ACTIVE
DORMANT
NEW
Every User is Different
How & where do I reach them?
5 €
2 €
6 €
2.50 €
Audience Precision
Old Display Bulk Buying
Real-Time BiddingOptimal Price Per User
Programmatic Auction Types Across Devices
Open RTBAny buyer can join auctionNo minimum spend
Programmatic DirectClosed auctionOften has price floor (minimum bid)
Across DevicesReach the user everywhereMessage adjusted according to device
ACTIVE
DORMANT
NEW
PRICING MESSAGING CAMPAIGN SETTINGS
Fine-Tune Your Campaign Strategies
What should I show them?
Personalization Through User-Centric Approach
“An in-store offer? Nice!”
“These shoes are perfect for my new dress.”
“I need to book my flight to Berlin today!”
How can I improve?
Choose the Right Measurements
Evaluation
• Performance KPIs • Soft KPIs• Other campaign
objectives
Attribution
• Decide on an independent analytics tool
• Focus on the whole customer journey (not just the last-click)
• Consider cross-device tracking
WHOMdo I want to reach?
HOW & WHEREdo I reach them?
WHATshould I show them?
HOWcan I improve?
Test and Learn: Every User is Different
- Optimize campaigns to your KPIs- Upgrade your attribution model - Test and learn
- Employ a different approach for new vs. existing customers
- Leverage your own data assets for a CRM approach
- Static ads for new users- Overlay and dynamic ads for
website visitors- Adjust your strategy per device
- Adjust messaging and pricing per customer segment
- Apply a multi-device strategy and sync all channels
Test and Learn: Every User is Different
