Merkle's 2017 Marketing Imperatives - Imperative 1

© 2017 Merkle. All Rights Reserved. Confidential

Welcome

© 2017 Merkle. All Rights Reserved. Confidential3

Who We Are


Imperatives Over the Past Six Years


Imperatives Overview

The Activation of People-Based Marketing

1 2 3Imperative 1

Make your advertising

more addressable

Imperative 2 Make your

experiences more

personal

Imperative 3 Manage your

customer relationships

over time

Watch the full presentation at merkleinc.com

http://bit.ly/2xLNex5


Imperative 1 Make your advertising more addressable

The term “addressable” is defined as “capable of being reached by an address; the place or the name of the place where

a person, organization, or the like is located or may be reached.”




Let’s talk about fidelity

Index/Panel-based Cookies-based Addressable

People-based Addressable




Marketers need high-fidelity audiences

• Individual, 100% coverage

• Based on personally identifiable information (PII)

• Persistent across channels

• Persistent across devices

“ What marketers need in order to truly transform their advertising is improved fidelity. High fidelity is best achieved when you understand and reach real people, not proxies.”




It’s time to move beyond the proxy

Known Audiences


https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRxqFQoTCJfl8ue_gskCFYU6PgodpkQPfg&url=https://lippincottlibrary.wordpress.com/2012/11/05/simmons-says/&psig=AFQjCNF0K0F6EOcs_DwFtcTaek5W-b2nfQ&ust=1447129547094649

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRxqFQoTCJfl8ue_gskCFYU6PgodpkQPfg&url=https://lippincottlibrary.wordpress.com/2012/11/05/simmons-says/&psig=AFQjCNF0K0F6EOcs_DwFtcTaek5W-b2nfQ&ust=1447129547094649



Publishers and media companies are modernizing

Facebook introduces Custom Audience’s, coins ‘People-based Marketing’

Feb. 2013

Google joins the party with Customer Match

Sept. 2015

Twitter announces Tailored Audiences

Dec. 2013 June 2016

Pinterest announces ’Customer list targeting’

April. 2017

AOL matches all deterministic IDs via MerkleONE

Oct. 2015

First addressable marketer powered by MerkleONE

Oct. 2017

SnapChat opens its API for CRM data matching




What’s old is new again

Name & Address Person ID




How do we do addressable advertising?

ATS™




Activate and your extend high-fidelity audiences

Low Viewability | Limited Premium Inventory

| Fraud |

Guaranteed, Verified Viewability | Premium

Cookies People

Low-fidelity High-fidelity




Evaluate your organization’s readiness for people-based marketing

Assess your organization's readiness for people-based marketing by taking our 5-minute assessment where you will gain immediate insight and have access to an expert who can dive deeper into your results and identify strengths, weaknesses and next steps for your organization.

Visit http://www2.merkleinc.com/PBMimperatives

to take the readiness assessment!


http://www2.merkleinc.com/l/47252/2017-05-04/4qlcq2

http://www2.merkleinc.com/PBMimperatives


© 2017 Merkle. All Rights Reserved. Confidential

Addressable advertising has arrived.

THANK YOU!


More on the 2017 Marketing Imperatives

Watch the Imperative #2: Make Your Experiences More Personal Webinar

Watch the Imperative #3: Manage Your Customer Relationships Over Time Webinar

Download the 2017 Marketing Imperatives ebook

http://bit.ly/2fEFqqG

http://bit.ly/2yxPfuy

https://www.merkleinc.com/thought-leadership/marketing-imperatives

Thank you.Contacts us at [email protected] with any questions or to set up a meeting to discuss...