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Using DataXu’s DX Brand offering, measure consumer sentiment in real-time and serve the right display OR video ad that gives you the highest brand benefit. You don’t have to decide before the buy how much media you should spend on display and video advertising. We will find the right impression, the right user and the right context across billions of display and video impressions – for the same campaign – and deliver your campaign to give you the best return on marketing spend.Presenter: Mukund Ramachandran, gm, brand, DataXu
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© 2011-2012 DataXu, Inc. Privileged & Confidential 1
Smart BrandingThe DX Advantage
Mukund Ramachandran, GM, Brand
© 2011-2012 DataXu, Inc. Privileged & Confidential
Traditional Branding
But Digital is for Direct
Response…
Digital now relied upon to change customer opinions
- 43% of online display spend in 2011 for branding ($4.77 Billion)
- Online video is $3.0 B
3© 2011-2012 DataXu, Inc. Privileged & Confidential
Traditional approach is based on 2 key ideas:
Identify target demo (W 25-54) and set specific frequency goals
-- But, not all W 25-54 women are created equally in terms of responsiveness to your brand.
Understand brand impact through offline & other surveys.
-- Time consuming.-- Media plans based on old data.
© 2010 DataXu, Inc. Privileged & Confidential 4
We can leverage the power of digital for brand advertising?
Not only reach your target demo but reach the most valuable audiences within the demo?
Find the most effective medium to deliver the highest RAOS?
What if…
Introducing DX Brand
© 2010 DataXu, Inc. Privileged & Confidential 5
1.LEARNS FROM WHAT’S WORKING2.
BUYSMEDIA ACROSSCHANNELS AND FORMATS 4.
DECIDESWHAT CONSUMERS, CONTEXTS, CREATIVES, AND PRICE3.
MEASURES CONSUMER BEHAVIOR
6
EXPOSED95%
CONTROL5%
DX Brand Approach: Clinical Trial Approach
PSA
YOUR AD
Aware
Unaware
Vote!
Somewhat Aware
Both groups are surveyed throughout the campaign
Exposed group is served your ad while control groups sees a public service announcement
Rigorous test set-up ensure valid findings
7
DX Brand: Real-Time Learning
Measure brand lift as campaign is running.
Learn which consumers are likely to be influenced by your campaign.
Real-time decision the right ad.Bid smart across RTB inventory.Optimize in real-time.
TEST
CONTROL
VS.
The Platform
#1 biggest challenge to digital marketing’s growth is the lack of a single, cross-channel digital marketing platform
8© 2012 DataXu, Inc. Privileged & Confidential
DX3 – Enterprise Digital Marketing Management Platform
Audience Management
~ Access to 20K+ data segments
Campaign Management~ Manage campaigns from a single platform
Insights and Reporting
~ Deep insights to
understand what’s working
Inventory Management~ Access to RTB inventory across Display, Video & Mobile
© 2011-2012 DataXu, Inc. Privileged & Confidential 10
"In theory, there is no difference between theory and practice. But, in practice, there is” – Yogi Berra
Some examples of how it works in practice…
Branding: Does it work in practice?
11
Auto Case Study: Raised awareness & favorability
Challenge:
Raise awareness & favorability for the new engine for their flagship truck
Reach:
28,800,000 consumers
Results:
9.4% lift in favorability
5.8% lift in awareness “The ability to run digital campaigns on trusted media placements and prove real incremental lift is a major break-through for our clients” -- John Gray, SVP of Interactive Media
28.2%
22.3%
5.90%
0%
10%
20%
30%
Exposed Unexposed© 2011-2012 DataXu, Inc. Privileged & Confidential 12
Newly favorable audience was more valuable
Fraction of Consumers Favorable
SuperTruck DX Brand effect on Favorability
Action rate by type of consumer (indexed)
SuperTruck DX Brand effect on sales
2.2MNewly Favorable Individuals
1.0X
2.3X
0.0
1.0
2.0
Not favorable Favorable
2.3XMore likely to act
© 2011-2012 DataXu, Inc. Privileged & Confidential
CPG awareness across demo segments
13
Challenge:
Major packaged-foods customer had identified four high-value customer segments and sought to drive a deep shift in awareness in these groups to gain an edge in a highly competitive vertical
Reach:
Four segments of varied sizes, totaling about 60MM unique consumers
Time in Market:
5 weeks
Results: 16 - 23% boost in Awareness across segments
Segment 1
2
3
4
+ 18%
+ 19%
+ 23%
+ 16%
© 2011-2012 DataXu, Inc. Privileged & Confidential
Electronics manufacturer across display & video
14
Challenge:
A major consumer electronics brand needed to identify & implement the right digital tactics to drive awareness
Tactics:
DX Brand ran a cross-channel campaign including video and display
Time in Market:
~ 1 month
Results: Video creative drove more than 5x lift vs. display – DX Brand Cross Channel capability enabled stronger performance
Campaign Average Lift
BaselineAwareness
Video Creative Lift
Consumers are more influenced by
video
+5X
15© 2011-2012 DataXu, Inc. Privileged & Confidential
Smart Branding
Broad (across RTB) or targeted (specific demo/interest)20K+ audience segments to choose from.RTB inventory across display & video.
Understand sentiment in real-time.Optimize delivery to high-value customers.
Reach your audience
Find your best audience
No need to pre-allocate portion to video, or display.Cross-channel optimization to deliver best RAOS.
RAOS
16© 2011-2012 DataXu, Inc. Privileged & Confidential
Appendix
17© 2011-2012 DataXu, Inc. Privileged & Confidential
Introducing DX Brand Works
Split Test in Digital Audience
5%PSA
95%Exposed
Evaluate Exposed
minus PSA
Difference = Brand Lift
Survey to Exposed
and PSA groups
Aware
Unaware
Vote!
Somewhat Aware
Optimize Bids In
Real Time
Consumable Insights
& Intelligence
Easy: Survey to measure lift. Hard: Optimize on lift in real-time
18© 2011-2012 DataXu, Inc. Privileged & Confidential
Use Case: Create Buzz for a Launch
Challenge:
A major auto brand wanted to boost consumer familiarity with a new vehicle
Reach:
40MM unique consumers
Time in Market:
2.5 Months
Results:
7% lift in familiarity
~3MM newly familiar consumers
Cost of $0.08 per consumer
+ 7%
CONTROL
EXPOSED
$0.08 per
newly familiar consumer
Boost in Familiarity
Fam
ilia
rity
Rat
e
19© 2011-2012 DataXu, Inc. Privileged & Confidential
How Have Clients Used DX Brand?
Major packaged-foods client wanted to drive brand lift in specific, high-value consumer segments
DX Brand generated 20-30% brand lift in top audiences
Precision branding
A major auto partner sought to raise familiarity with a new vehicle, within a group of about 40MM consumers
DX Brand drove a 7% lift in familiarity – in other words about 3 Million incremental consumers, at $0.08 per person
Generate buzz for
launch
A major consumer electronics manufacturer needed to learn which digital channel presented their best opportunity for driving awareness
Cross-channel capability enabled video ads to drive 5X the lift
Find the digital
channel that works
Introducing DX Brand: More Lift at Lower Cost in Real Time
© 2010 DataXu, Inc. Privileged & Confidential 20
You can't measure awareness, favorability or intent in real time.
You can't optimize on the feedback in real time.
You can't achieve scale without sacrificing brand safety.
DX Brand is running brand metric driven campaigns, in production environments.
DX Brand harnesses the power of the DX2 Demand Side Platform to learn and optimize in run time.
DX Brand uses your metrics and requirements to guide programmatic buying.
© 2010 DataXu, Inc. Privileged & Confidential
DX Brand / Reach – How it works
21
Exposed to ads – 95% Exposed to PSA – 5%
22© 2011 DataXu, Inc. Privileged & Confidential
DX Brand / Reach – How it works
Exposed to ads – 95% Exposed to PSA – 5%
As the campaign run, survey
… and adjust RTB
… use to measure sentiment …
23
DX Brand: Builds Customer Intelligence
Know your Customers
Identify Opportunity
Compare Segments