DMS: DataXu Pitch-a-Kucha: Smart Branding

© 2011-2012 DataXu, Inc. Privileged & Confidential 1

Smart BrandingThe DX Advantage

Mukund Ramachandran, GM, Brand

© 2011-2012 DataXu, Inc. Privileged & Confidential

Traditional Branding

But Digital is for Direct

Response…

Digital now relied upon to change customer opinions

- 43% of online display spend in 2011 for branding ($4.77 Billion)

- Online video is $3.0 B

3© 2011-2012 DataXu, Inc. Privileged & Confidential

Traditional approach is based on 2 key ideas:

Identify target demo (W 25-54) and set specific frequency goals

-- But, not all W 25-54 women are created equally in terms of responsiveness to your brand.

Understand brand impact through offline & other surveys.

-- Time consuming.-- Media plans based on old data.

© 2010 DataXu, Inc. Privileged & Confidential 4

We can leverage the power of digital for brand advertising?

Not only reach your target demo but reach the most valuable audiences within the demo?

Find the most effective medium to deliver the highest RAOS?

What if…

Introducing DX Brand


1.LEARNS FROM WHAT’S WORKING2.

BUYSMEDIA ACROSSCHANNELS AND FORMATS 4.

DECIDESWHAT CONSUMERS, CONTEXTS, CREATIVES, AND PRICE3.

MEASURES CONSUMER BEHAVIOR

6

EXPOSED95%

CONTROL5%

DX Brand Approach: Clinical Trial Approach

PSA

YOUR AD

Aware

Unaware

Vote!

Somewhat Aware

Both groups are surveyed throughout the campaign

Exposed group is served your ad while control groups sees a public service announcement

Rigorous test set-up ensure valid findings

7

DX Brand: Real-Time Learning

Measure brand lift as campaign is running.

Learn which consumers are likely to be influenced by your campaign.

Real-time decision the right ad.Bid smart across RTB inventory.Optimize in real-time.

TEST

CONTROL

VS.

The Platform

#1 biggest challenge to digital marketing’s growth is the lack of a single, cross-channel digital marketing platform

8© 2012 DataXu, Inc. Privileged & Confidential

DX3 – Enterprise Digital Marketing Management Platform

Audience Management

~ Access to 20K+ data segments

Campaign Management~ Manage campaigns from a single platform

Insights and Reporting

~ Deep insights to

understand what’s working

Inventory Management~ Access to RTB inventory across Display, Video & Mobile

© 2011-2012 DataXu, Inc. Privileged & Confidential 10

"In theory, there is no difference between theory and practice. But, in practice, there is” – Yogi Berra

Some examples of how it works in practice…

Branding: Does it work in practice?

11

Auto Case Study: Raised awareness & favorability

Challenge:

Raise awareness & favorability for the new engine for their flagship truck

Reach:

28,800,000 consumers

Results:

9.4% lift in favorability

5.8% lift in awareness “The ability to run digital campaigns on trusted media placements and prove real incremental lift is a major break-through for our clients” -- John Gray, SVP of Interactive Media

28.2%

22.3%

5.90%

0%

10%

20%

30%

Exposed Unexposed© 2011-2012 DataXu, Inc. Privileged & Confidential 12

Newly favorable audience was more valuable

Fraction of Consumers Favorable

SuperTruck DX Brand effect on Favorability

Action rate by type of consumer (indexed)

SuperTruck DX Brand effect on sales

2.2MNewly Favorable Individuals

1.0X

2.3X

0.0

1.0

2.0

Not favorable Favorable

2.3XMore likely to act


CPG awareness across demo segments

13

Challenge:

Major packaged-foods customer had identified four high-value customer segments and sought to drive a deep shift in awareness in these groups to gain an edge in a highly competitive vertical

Reach:

Four segments of varied sizes, totaling about 60MM unique consumers

Time in Market:

5 weeks

Results: 16 - 23% boost in Awareness across segments

Segment 1

2

3

4

+ 18%

+ 19%

+ 23%

+ 16%


Electronics manufacturer across display & video

14

Challenge:

A major consumer electronics brand needed to identify & implement the right digital tactics to drive awareness

Tactics:

DX Brand ran a cross-channel campaign including video and display

Time in Market:

~ 1 month

Results: Video creative drove more than 5x lift vs. display – DX Brand Cross Channel capability enabled stronger performance

Campaign Average Lift

BaselineAwareness

Video Creative Lift

Consumers are more influenced by

video

+5X


Smart Branding

Broad (across RTB) or targeted (specific demo/interest)20K+ audience segments to choose from.RTB inventory across display & video.

Understand sentiment in real-time.Optimize delivery to high-value customers.

Reach your audience

Find your best audience

No need to pre-allocate portion to video, or display.Cross-channel optimization to deliver best RAOS.

RAOS


Appendix


Introducing DX Brand Works

Split Test in Digital Audience

5%PSA

95%Exposed

Evaluate Exposed

minus PSA

Difference = Brand Lift

Survey to Exposed

and PSA groups

Aware

Unaware

Vote!

Somewhat Aware

Optimize Bids In

Real Time

Consumable Insights

& Intelligence

Easy: Survey to measure lift. Hard: Optimize on lift in real-time


Use Case: Create Buzz for a Launch

Challenge:

A major auto brand wanted to boost consumer familiarity with a new vehicle

Reach:

40MM unique consumers

Time in Market:

2.5 Months

Results:

7% lift in familiarity

~3MM newly familiar consumers

Cost of $0.08 per consumer

+ 7%

CONTROL

EXPOSED

$0.08 per

newly familiar consumer

Boost in Familiarity

Fam

ilia

rity

Rat

e


How Have Clients Used DX Brand?

Major packaged-foods client wanted to drive brand lift in specific, high-value consumer segments

DX Brand generated 20-30% brand lift in top audiences

Precision branding

A major auto partner sought to raise familiarity with a new vehicle, within a group of about 40MM consumers

DX Brand drove a 7% lift in familiarity – in other words about 3 Million incremental consumers, at $0.08 per person

Generate buzz for

launch

A major consumer electronics manufacturer needed to learn which digital channel presented their best opportunity for driving awareness

Cross-channel capability enabled video ads to drive 5X the lift

Find the digital

channel that works

Introducing DX Brand: More Lift at Lower Cost in Real Time


You can't measure awareness, favorability or intent in real time.

You can't optimize on the feedback in real time.

You can't achieve scale without sacrificing brand safety.

DX Brand is running brand metric driven campaigns, in production environments.

DX Brand harnesses the power of the DX2 Demand Side Platform to learn and optimize in run time.

DX Brand uses your metrics and requirements to guide programmatic buying.

© 2010 DataXu, Inc. Privileged & Confidential

DX Brand / Reach – How it works

21

Exposed to ads – 95% Exposed to PSA – 5%

22© 2011 DataXu, Inc. Privileged & Confidential

DX Brand / Reach – How it works

Exposed to ads – 95% Exposed to PSA – 5%

As the campaign run, survey

… and adjust RTB

… use to measure sentiment …

23

DX Brand: Builds Customer Intelligence

Know your Customers

Identify Opportunity

Compare Segments

Date post:	23-Jan-2015
Category:	Business
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DMS: DataXu Pitch-a-Kucha: Smart Branding

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