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R/GA approaches media in the same innovative way as we do in our award-winning creative practice. We look at what the market is doing and apply different strategies and tactics to achieve brand goals. When everyone zigs, we zag. We’ll discuss how R/GA has recently built out our Media & Connections department with Data Scientists who specialize in the Decision and Social sciences to create algorithms, performance models and budget allocation scenarios for all types of advertisers and campaigns.
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Proprietary & Confidential. © 2014 R/GA All rights reserved.
R/GA Media Connections
Digiday Retail Summit
January 30, 2014
2Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Marketing Science
sci·ence [sahy-uhns]
knowledge, as of facts or principles; knowledge gained by systematic study.
mar·ket·ing [mahr-ki-ting]
the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
3Proprietary & Confidential. © 2014 R/GA All rights reserved. /
R/GA uses Decision and Social Sciences to
exploit undervalued opportunities
OUTSMART
Traditional media strategies typically look
to outspend the competition
OUTSPEND or
4Proprietary & Confidential. © 2014 R/GA All rights reserved. /
OUTSMARTCREATIVE• Campaigns• Platforms• Products
OPPORTUNITIES• Audiences• Channels• Partners• Timing
AlgorithmicMatchmaking
5Proprietary & Confidential. © 2014 R/GA All rights reserved. /
IntegratedSearch
Maximize collective returns across search
DMA Lift
Maximize performance in key DMAs
StaircaseApproach
Maintain engagement while growing Likes
Z-Flighting
Efficiently engage interest groups
PerformancePoints
Balance scale and efficiency
Sample Algorithms
6Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Algorithms to outsmart the competition
7Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Algorithms to outsmart the competition
Trading Desk
Planning/Buying
Findability/Search
Connections Planning
8Proprietary & Confidential. © 2014 R/GA All rights reserved. /
9Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Declared Interest: Gourmet Food
Facebook “Auction” Target
10Proprietary & Confidential. © 2014 R/GA All rights reserved. /
We discovered an undervalued route to the audience
Declared Interest: Gourmet Food
Adjacent Interests:Celebrity News & Popular
MusicTarget
11Proprietary & Confidential. © 2014 R/GA All rights reserved. /
12Proprietary & Confidential. © 2014 R/GA All rights reserved. /
Thank You.Dan [email protected]