phil schraeder speaks at iab mixx 2016: going beyond “right time, right place & right...
TRANSCRIPT
GOING BEYOND “RIGHT
CONSUMER, RIGHT TIME & RIGHT PLACE”
IAB MIXX 2016
10/13/201610/13/2016
ABOUT US
70%OF FORTUNE 100
COMPANIES
200GUMGUMMERS
13 OFFICES ON 3CONTINENTS
2,000PREMIUM
PUBLISHERS
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PREMIUM PLATFORM
400MGLOBAL REACH
10B+MONTHLY
IMPRESSIONS
2K+PREMIUM PROPERTIES
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THE PROGRAMMATIC
PROMISE
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RIGHT CONSUMER, RIGHT TIME & RIGHT PLACE
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MARKETERS HAVE EMBRACED PROGRAMMATIC
4 MAIN CHALLENGES WITH
PROGRAMMATIC
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TARGETING IS TOUGHER IN MOBILE
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LAST TOUCH ATTRIBUTION IS MISLEADING
Inspired by Forrester’s new buyer journey
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RETARGETING IGNORES CONSUMER SENTIMENT
VIEWABLE IS NOT THE SAME AS BEING SEEN
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THE NEW PROGRAMMATIC
ORDER
CONTEXTUAL TARGETING MATTERS
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Native
OUR PRODUCTS
In-Image
Native
In-Screen
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In-Content Video
HOW WE PROCESS IMAGES AT SCALE
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HOW TO OVERCOME CREATIVE LIMITATIONS
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Buyers are now able to purchase GumGum’s inventory and
custom formats via integrated DSP partners
WORKING WITH GUMGUM PROGRAMATICALLY
MOUNT ENGAGEMENTWhere you end up depends on
where you plan to go.
GumGum is most effective when used as
a brand building tool. When we operate at
the top and middle of the funnel, superior
engagement metrics await at your
destination.
BEST-CASE VOLCANOStrategically pack for blowing out results.
A three-pronged approach works best to blast audiences
with effective content, using behavioral, contextual, and
vertical data to target. This strategy maximizes
campaign efficiency.
CATEGORIAL CAVESSplit up to cover more ground.
In the DSP, create a separate ad
group for each strategic category.
This allows flexibility and better overall
performance.
EQUIP-AND-BE DUNEEquip yourself with best practices.
Serve ads to individual users a maximum of four times in eight hours
Lighten pre-bid solutions, thanks to our robust, premium publishing partnerships
Cast a broad keyboard net with at least 100 associated keywords
AWE SUMMITSet up camp.
Plant your flag, relax, and watch
engagement rise. Then start
planning your next ad-venture!
FORGET FALLSForget what you know.
GumGum achieves unique
results because it is different
than any programmatic
experiences you may have
had. Over the course of
creating successful
campaigns for dozens of
brands and agency partners,
we have learned what works
best.
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MEASURING SUCCESS BEYOND LAST TOUCH
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BRAND LIFTPANEL-BASED INSIGHTS INTO THE
LIFT ACROSS ENTIRE CAMPAIGN(S)
WITH EXTENSIVE DATA
PURCHASE INTENT
PANEL-BASED INSIGHTS WITH
TRACKING THAT MONITORS INTENT
THROUGH SEARCH/PAGE VISITS
PURCHASE LIFTPARTNERSHIPS WITH CPG
AND AUTO, WHICH ALLOW THE
MEASUREMENT OF ACTUAL PURCHASES
PURCHASE INTENT
MEASURES OFFLINE PURCHASE
INTENT THROUGH PANEL’S
ACTUAL FOOT TRAFFIC