PowerPoint Presentation

Improving Advertising with dataSimon Andrews - CSO

The talent from Cablato cant be here todayOur CTO is working with our developer team to do the finishing touches on our self serve platformOur CEO is running a workshop with a publisher which we hope will lead to them joining the FT Mail and News in doing trials with our technology platformSo you have got me - being doing digital advertsting for ever and we are now close to realising the true promise of digital ads

"I know half my advertising isn't working, I just don't know which half Lord Leverhulme

This Ben Evans chart shows the ad industry is a $500bn businessIts valuable to brands to publishers and to peopleBut the quote from the founder of unilever is still pretty trueHas programmatic really made that much difference?

ADVERTISING STILL TREATS PEOPLE LIKE STRANGERS

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Better Creative works harder

http://www.data2decisions.com/images/Articles/AdMap_Top%2010%20Drivers%20of%20Profitable%20Advertising__Paul%20Dyson%20Data2Decisions_September%202014.pdf

Google; 70% of effect due to creative

The missing ingredient is creative under represented in digitalOur friends at Google and Essence know that creative is 70% of the effect when they spend their $500m budgetThe problem we solve is to how improve creative with data

What ad servers can do todaySimple dynamic creativeCreative versioningSegment based targetingComplex DMP integrationNo performance guarantees5Cablato Programmatic CreativeHyper-personalised data driven advertisingReal time creative optimisation Simple data on-boarding and accessFluidity within the stackHigher engagement Ad ServerDMPDSP

Complex high effort campaigns Coarse segment based personalisationData latencyLack of real-time optimisation

CablatoDSPDMP

Integrated data / creative stackGranular one-to-one personalisation Zero data latencyIntelligent optimisation Self serve or fully managed service

Cablato USP

based on simple data and/ or single data points

weather & location6

Weather & location prospecting adHTML5 served as standard media Personalise product selections, messaging and creative based on weather, location and contextUnlimited number of categories and products can be included within the ad

Location based targeting for air-quality7

intelligent recommendations8

Click for live demo

Intelligent Retargeting9

personalised videos & Interactive CGI10

Click for live demo

Video Contextual advertising 11

Click for live demo

http://cablato.com/preview/dyson360.html

Cablato programmatic creative platform12Putting data to work for better business results

#1 | DATA COLLECTION Capture, unify & activate data from all screens & sources for content & creative personalisation across all consumer touchpoints#2 | DATA INTERPRETATIONIdentify individual interests, needs, intentions and respond to new data signals for deeper engagement, and improved revenue performance#3 | ACTIVATIONActivate the data through the delivery of hyper-personalised advertising and communications across every channel

5x - 10x HIGHER ENGAGEMENT{ Liked }{ adidas }{ CRM }{ loyalty }{ Demographic }{ ABC1 }{ Location }{ Lon. W1 }{ Intent }{ adidas SS }

{ Behaviour }{ interest }

Applyanalytics

Real-time Decisioning SeteventsFusedataOptimise

Strategy

simplify data collectiondemo - demographic Behaviour / location data interpretation - help them understand what it is

Smarter, faster, more engaging & profitable advertising

Capture, unify & activate owned & purchased consumer data for content & creative personalisation

Our solution enables businesses to understand individuals and deliver experiences tuned to their needs and preferences.

Data signals are drawn from all screens and sources and used to improve experiences across all consumer touchpoints.

Whats more, Cablato learns iteratively, continuously responding to new data signals and data sources, to enable smarter interactions, deeper engagement, and improved revenue performance.

The Cablato platform captures people data from multiple screens and sources, unifies the data to identify and understand individual preferences and expectations, and activates the data across every channel in 'right time' and 'real time'. This allows Cablato to help companies create and reinforce consumer relationships through a virtuous cycle of valuable interactions and experiences.

Log level Reporting & data pass-backCablato can report performance based on any number of custom metrics allowing deeper insight into content variations and effectivenessLog level data provides deep insight and transparency into every aspect of campaign activityCablato performance data can be fed back into DSPs and DMPs on impression level, allowing it to be used for optimisation and audience refinement 13

Cablatos reporting enables any combination of creative, rule and KPI to reported on independentlyLog-level data provides deep insight and transparency into every campaign and its performanceBy linking performance back to individual impression IDs and adgroups, Cablatos data can be fed back into DSPs and DMPs for performance optimisation

Our Ambition;Advertising so good its a Service

Start of a journey - But validated by some of the smartest agencies Infectious Essence and moreThe best publishers Mail, FT and NewsThe smartest brands ExpediaWe would love to add Unilever to this list