CONNECTING CONSUMERS THROUGH DATA

HOW POPULAR BRANDS FACE THE MULTI-SCREEN REALITY

Nathan Barling, Global Chief Data & Technology Officer, iProspect

@NathanBarling

Marketers normally build plans up to a year in advance

Everyone has a plan until they get punched in the face.

- MIKE TYSON

88% of digital marketers consider real-time marketing critical to their success

Data driven decisions have become the expectation

the marketing ecosystem continues to grow massively complex

need to build connected story across all touch points

To review.. you need real-time, data driven, omni-channel, multi-device, connected story telling campaigns across the entire consumer journey… sound easy?

In 2015, the average human attention span is

shorter than that of a goldfish.

In 2015, there will be nearly 3 billion Internet users - more

than 40% of the world’s population mostly due to

mobile smart phone usage.

An Estimated 27,000,000

pieces of content are shared daily

Have marketers matured our content distribution methods?

Content that uses crude audience targeting

Content with a lack of relevance

Advertisers must evolve or face extinction

s c i e n c e

You must find the balance between the art

and the science

Source:HarvardBusinessReview

Companies with skilled data analysts outperform competition

by more than 24%

Synchronised advertising increases awareness and brand & image metrics.

Synchronised cross-screen campaigns bring increased ad awareness:

-58%

+42%

Uplift in Brand and image metrics through synchronised cross-screen campaigns:

Brand Attitude +38%

Word of Mouth +18%

Purchase Intention +8%

Brand Interest +9%

“A brand I trust” +21%

“Innovative brand” +62%

923

9 24

Germany wins the World Cup!!

Congratulations to both teams on a great

match.

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Guerilla Advertising

Raining again in London? It is beautiful in Paris

today, plan your holiday now.

Ifaveragetemperature…

>18⁰C<18⁰C

Revenue increase of 586% Cost of sale decrease by 16%

Stock Market

Geofencing Bidding

Temperature Ad Copy Insertion

Reactionary Weather

Exchange Rates

Competitor Price Comparisons

TV/Radio Response Bidding

Guerilla Activation

Website Story Carryover

Pop Culture Events

OOH/Door Drop Location Bidding

Search+ Social

Solutions

00:10

25oC

AB

£

Data is nothing on its own. Actionable insights drive value

W

ONE CONSUMER

PROGRAMMATIC

2ND SCREEN

DISPLAY

VIDEO

PAID SEARCH

PAID SOCIAL

ReACTION ID

LOTTERY

WINNINGS

REQUES

TSPRIN

T DROPS

SPORT EVENTS

LIKES

VIDEO PLAYS

EMAILS

MOVIE

RELEASE

S

SIGN-UPS

POP CULTURE

EVENTS

DEVICE

TARGETING

ALLERGY

LEVELS

REACTIVE

WEATHER

TELE

VISION

ADS

FINANCIA

L

MARKETS

DOWNLOADS

GOOGLE

DOODLE

AFFILIATE

RETWEETS

SHARESBE CREATIVE

RADIO

ADS

FOLLOWS

DAYTIME

TARGET

ING

THANK YOU

Nathan Barling Chief Data & Technology Officer

iProspect