kuinka ohjelmallinen markkinointi muuttaa maailmaa
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USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Kuinka ohjelmallinen markkinointi muuttaa maailmaaMikko ViitanenDoubleClick Sales at Google Finland8.10.2015
Confidential and Proprietary
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
Capture the moments that matter on your customers’ journey
Awareness Consideration
SEE THINK DO CARE
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
The challenge is that the consumer journey is unpredictable
An ad in front of the right person at the right time is
not enough
Personalize your products------ What if the creatives change in real-time?
Better, Smarter, Faster
EFFICIENCY WITH DYNAMIC
A single dynamic creative for each size
● Updates directly in the dynamic feed, no retrafficking needed to reflect dealer choices● Full integrated cross-channel approach for each dealer
REAL-TIME DATA: GEOLOCATION + WEATHER API
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
Influence buyers at scale
Programmatic buying enables marketers
to use audience insights and technology
to tailor the right message, for the right
consumer, at the right moment -- in an
efficient and effective way
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
Programmatic is growing - fast
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
Programmatic buying in Finland in 1H 2015
11
13,7%Source: IAB Finland
6–7 % in 2014
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary 12
Where we are heading
DESIGN NOTE:
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Google Confidential and Proprietary
Mad Men & ‘Math Men’ are increasingly crossing paths:big data is the fuel for a new age of creativity - ExchangeWire
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Building Products
Content Creation
Relationship Building
Brand Definition
Goal Setting
Finding Audiences
Demand/Supply Matching
Delivering Messages
Optimizing Performance
Generating Insights
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Activate data through our advanced targeting
Google Confidential & Proprietary
was the average cost per
action reduction seen when
the Boston Consulting Group
analyzed the effectiveness
impact of DoubleClick’s
advanced targeting
techniques in 2014
32%
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
A Unified Approach
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
Bringing everything together in real time with relevant data
Creating Buying Managing Measuring
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USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Kuinka ohjelmallinen markkinointi muuttaa maailmaaMikko Viitanen