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Reengineering Omni-Channel Marketing to Drive RevenueEdwin Lee, VP Client Expansion, MediaMath

iMedia Brand Summit, Tuesday September 9th, 2014

The Multi-Device World

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Globally, digital media consumptionnow accounts for 57% of daily media time

42%

12%

23%

5%

11%

7%

Online PC Online Mobile TV Print Radio Games Console

10.7 hours of MEDIA TIME per day

9%

10%

12%

24%9%

27%

9%Online TV Online News Micro-Blogging Other Online Radio

Social Networking Blogging

5.6 hours of DIGITAL TIME per day

Source: GlobalWebIndex: Digital 2013 –A Global Analysis of How Consumers Spend Their Media Time, Q4 2012

Traditional VS Programmatic Media Buying

160 Decisions/week (1 FTE)

840 Billion Decisions/week (1FTE)(5,250,000,000 times MORE decisions)

Display Publishers x Networks

Video Partners x

Mobile/Social x Search

Partners

=

Advertisers Billion impressions/day (Multivariate Decisions)

x Days (1 week)

=

=

Source: Lorem Ipsum

x

x

The Programmatic Opportunity

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[ ] Attributing credit to the most effective marketing channels

[ ] Leveraging and activating all data sets to produce actionable consumer insights

[ ] Sequencing messages – when and what is the customer seeing on any given channel or device and at what point in their customer journey to drive the most effective engagement and ultimately ROI.

The Struggle is Real. Or is it?

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Think Multiple Channels -Give Credit Where Credit is Due

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Siloed Data is Sad Data

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Sequential Messaging

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[ ] Measuring the partial contribution of each marketing touch point and their inter-dependence that lead to a conversion across all the channels of a media buy

[ ] Generating consumer-level insights through the activation of data

[ ] Sequential messaging across channels and devices to increase brand affinity and awareness

Don’t Abandon Ship, Hope is Not Lost

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Understanding the Path to Conversation

””

26% of the brand’s display efforts were providing a closing opportunity for Search.

Full LifeCycle

BrandDirect

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Business and Media Analytics -Better Together

SuccessLeveraging advanced attribution data at every bid decision, the client saw a 21% increase in ROAS

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Disjointed Devices and Messages

””

Dynamic creative and being able to message match is something that will continue to grow. And that’s something that’s good for the consumer and for the advertiser.

- Insurance Marketer

””

Employing sequential messaging produced a 15% cross-sell rate to existing customers and a 96% increase in awareness of the product.

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The Age of Automation

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The Power of the OS

Thank You!elee@mediamath.com

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@mediamath @dwin1