1. 1 Tradedoubler Deciphering the digital ecosystem with
Performance Matthias Stadelmeyer CEO Tradedoubler Andreas Schwibbe
Product Director Tradedoubler 2. 2 Contents 3. 3 The digital
landscape at a tipping point 4. 4 The digital advertising landscape
has reached a tipping point We are trying to reach connected
consumers through disconnected solutions How did we get here and
what does it mean for Marketers and brands? The performance
marketing landscape? 5. 5 Connected consumers Just under half of
connected consumers are now always-on Consumers dont see the
boundaries between channels, platforms and devices that advertisers
do Average number of mobile devices per person 6. 6 Over half of
smartphone owners use their device while watching television 57%
for activities relating to the programme they are viewing 59% to
buy something they have seen advertised This rises to 69% and 71%
for tablet owners Source: The rise of the omni-consumer.
Tradedoubler 2014 Connected consumers 7. 7 Brands targeting these
consumers Three-quarters of consumer brands say engaging connected
customers is a priority Only 29% have a strategy in place to target
and sell to this audience 37% dont know how to use data collected
from online sales to inform a targeting strategy 8. 8 Skills
shortages are a challenge Source: Vision Critical for Adobe,
October 2013 Just 8% of senior marketers have full confidence in
their digital marketing skills 52% of marketers do not test their
campaigns or content and instead rely on instinct 9. 9 Technology
is the key driver and enabler in this new landscape 10. 10 These
solutions help brands to engage with customers through Email, text,
social media, video, display, search, native advertising and
performance marketing Using online, mobile and social channels Via
advertising agencies, ad networks, ad exchanges, social media
platforms and publisher networks, and more 11. 11 Activity that
generates a vast amount of data From first click to sale: browsing
and buying history Real-time behavioural, contextual and location
information Across the entire customer journey 12. 12 Disconnected
solutions Growing consumer and brand demand has led to a surge in
digital marketing platforms, technologies and tools 13. 13 Data
that is not realising its potential The fragmented, overlapping,
complicated map of technologies, customer data sources and systems
has made it difficult to integrate, understand and manage the
success of individual campaigns 14. 14 Brands are overwhelmed by
the number of marketing technologies they now depend on 15. 15 Its
time to change 16. 16 The way forward Its time to build an
integrated network based on technology and expertise that will
deliver smarter performance-based results across all platforms,
channels and devices 17. 17 A unified approach to tracking,
reporting and attribution Single sets of data for omnichannel
personalisation Partnership marketing through private and public
networks Advanced technology and data analytics Expertise and
account management The digital advertising landscape must evolve to
deliver 18. 18 Performance marketing has a vital role to play in
this new future Its foundations in technology, quality of traffic
and end-to-end tracking make it ideally placed to act as a
springboard for industry- wide integration and innovation 19. 19
Tradedoubler Redefining our position in the digital market place
20. 20 Taking a position at the centre of the digital eco-system
21. 21 Digital Advertising 1.0 untargeted creative treatments based
on delivery/budget goals Digital Advertising 2.0 targeted creative
treatments based on contextual data Digital Advertising 3.0
targeted creative treatments based on user data the Adnologies ad
tech offering Digital Advertising 4.0 will be a combination of all
of this optimised by artificial intelligence to achieve definable
marketing goals with an omni-channel approach Creating a new form
of digital advertising 22. 22 Digital Advertising 4.0 Digital
Advertising 4.0 will harness powerful new technology and artificial
intelligence to deliver optimised and personalised advertising 23.
23 Our market-leading business intelligence tool delivers data
driven insights A data management platform for unified insight and
tracking Live information on programme performance Quick access to
KPI-based data for smarter business decisions 24. 24 Insight
enables precision targeting and drives smarter results Data driven
insight enables us to target the right person with the right ad, in
the right place and at the right time Targeted, personalised
advertising is more engaging and increases sales 25. 25 How we are
using insight to deliver personalised advertising 26. 26 Dynamic
creative Business rules enable intelligent offer Up to 32 dynamic
variables per advertising medium Catalogue integration
Recommendation engine Device appropriate creative solutions 27. 27
Dynamic video enables us to combine branding and performance Over 2
million Ad content combinations Relevant video content increases
impact 28. 28 How dynamic creative works DOLCE & GABBANA 213,00
zum Shop Product image Product title Product price Call to action
Information and content is pulled from product feeds 29. 29 Dynamic
creative and video takes performance marketing to a new level
Banner (Super) 728 x 90 px Banner (Rectangle) 300 x 250 px 30. 30
Greater engagement with your customers Personalised, targeted
advertising created in 300 milliseconds Delivers greater user
engagement: 2.6 times more clicks than static display 2.8 times
more conversions Beyond simple retargeting, the technology creates
the potential to have a two-way dialogue with customers Creates
smarter results 31. 31 Performance marketing gets personal We live
in an increasingly connected world And in a complex digital
ecosystem The winners will make sense of complexity to make
powerful connections that driver smarter results Join us in the
Meeting Zone to discuss how we can help you achieve smarter results
32. 32 Q&A Q&A Q A Q A Questions and answers
