19
THE POWER AND PROMISE OF ADDRESSABILITY Presenter Mark McKee SVP, Global Marketing
2. 2 3. A CONSUMER-LED REVOLUTION THEN NOW . 4. WHAT IS ADDRESSABILITY TODAY?4 5. WHAT IS ADDRESSABILITY TODAY? Display Mobile Display Connected TV Mobile Video Rich Media Real Time Bidding TelevisionIn-Stream VideoComputerPublisher Direct NetworksTablet CellularExchanges CPMCPCV CPCCPACPVReal timeCustomizable Login to repotting tool 5 6. TARGETING: THE RIGHT CONSUMERFemale33 years oldNew York, NYHHI $85k+ College graduateMarried / 2 childrenIn-market car buyerSmall biz decision makerFrequent biz traveler Health nutHeavy reality TV viewingBrand evangelist 7 7. TARGETING: THE RIGHT MESSAGE 8 8. BEYOND TARGETING: WAS IT A SUCCESS? POST EXPOSURE9 9. CASE STUDY: AUTO TARGETINGAUTO PURCHASE DATA30% SALES LIFTFOR LOCALCAMPAIGN WITH DYNAMIC20% SALES LIFT 20% SALES CREATIVE FOR NEW CARLIFT FOR 90% OF THOSEMODEL LAUNCHNATIONAL EXPOSED TO CAMPAIGNIMPORTED AUTO CAMPAIGN WERE IN MARKET TO BUY IMPORTED CAR Source: Videology/Korrelate, Summer 201210 10. CONTENT MIGRATION11 11. AUDIENCE SHIFT TO MOBILE12%Pandora 75%Total Hours of Listening88%MobileOnline25%Source: Ad Age/ Bloomberg 12 12. THE COOKIE CHALLENGE 13 13. CONVENTIONAL MOBILE TARGETING LIMITED LACK OF DATA ON MOBILE LEADSAVAILABLE ADVERTISERS TO WASTED IMPRESSIONS AND MISSEDLOCATIO CONSUMERS NDEVICE TYPE 14 14. FILLS THE GAP FOR FULL TARGETING SOLUTIONSLOCATIO NDEVICE TYPE15 15. DATA BOOSTS PERFORMANCETARGETED VS. UNTARGETED IMPRESSIONSCLICK THROUGH COMPLETION BRANDPURCHASE RATERATERECALLINTENT16 16. AND DATA BOOSTS VALUE $5.00 $.50WITHWITHOUT DATAUNIDENTIFIABLE REMNANT IMPRESSIONS DATA AUTHENTICAT ED CROSS- DEVICE USERS 17 17. THE (NOT TOO FAR) FUTURE 18 18. THANK YOU.
