the future of targeting - smx east 2014 - benjamin spiegel
DESCRIPTION
Benjamin Spiegel's deck on the future of targeting at SMX East 2014TRANSCRIPT
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The Evolution & Future of Retargeting
Benjamin Spiegel Sr. Partner, Managing Director - Strategy
Twitter: @nxfxcom LinkedIn: in/BenjaminSpiegel
EMail: [email protected] Google+: +BenjaminSpiegel
WeChat: BenjaminSpiegel SlideShare: BenjaminSpiegel
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Targeting used to be simple…
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…then consumers wanted choice
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Only one way to get connected…
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…with only a few choices
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But we evolved again…
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CONNECTING BRANDS TO CONSUMERS IN A RELEVANT WAY.
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CONTENT BASED TARGETING
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INTEND BASED TARGETING
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WE EVOLVED AGAIN: RLSA/RETARGERTING/REMARKETING
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Retargeting - How it works
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Retargeting - It is brilliant
Behavior
Content Intend
Perfect Audience
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CHALLENGES • Multi-screening
• Scale
• Cost
• Reach
• Messaging
• Social / Mobile
• Vendor
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THE SOLUTION: AUDIENCE BUYING
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The 4 key components
RTB
DMP
SSP
EXC
DSP
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The Display Landscape
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The magic of the DMP What are the ingredients?
Transactions Segments Campaigns Products
Lifetime Value
Clicks
Impressions Interactions Conversions
Psychographics Demographics Offline Buyers
Financials Web Behavior
Search Behavior
Offline Segmentation
Digital Ad Impact
Campaign Data
Audience
CRM Database
Brand Research
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WHATS NEXT The future of targeting and media
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The Social-Mobile-Digital Sweet spot
Mobile
Social Web
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Socialite 2.0 – Building Social Audiences
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Social targeting
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Hyper relevant messaging
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Socially enhanced creative units
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TV Please…
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Second Screen targeting
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Sync – Devices listen and react
Digital fingerprint is recognized
Trigger is fired Ad delivery in 5-10 minutes
Ad airs
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