Data-driven advertising meets direct sales workflow automation WAN-IFRA Innovation Day Amsterdam, Petteri Vainikka, CMO Enreach

Transcription

1 & Data-driven advertising meets direct sales workflow automation WAN-IFRA Innovation Day Amsterdam, Petteri Vainikka, CMO Enreach

2 A CASE STUDY OF Simplifying direct sales workflow & adding audience intelligence to planning and reporting

3 The starting point/a reality check Buyers want full efficiencies. Buyers want impression level cherry picking and they want to pay less for doing so. à Name one market where this is possible? Sellers want full control. Sellers don t want to become dump pipes, but equally want operational automation. à Perhaps RTB is not your cup of tea?

4 Post RTB development of automated selling can be summarized into two broader themes: #1 #2 Private Exchanges/PMPs (Putting up a fence and restrictions to buyers, yet still fundamentally much the same old RTB as before ) Programmatic Direct/Premium/ Guaranteed/ (Still in its infancy, with some basing their approach on the RTB protocol, whilst others automating IOs)

5 Today s (full?) spectrum of ad selling models Traditional Direct Sales (IO*) Automated (Data- Driven) Direct Sales (IO) Private Exchange/ PMP (RTB) Public Exchange (RTB**) *IO = Insertion Order (ad server) **RTB = Real Time Bidding

6 Today s case: MTV Media s DIVE Audience targeted, and non-targeted, media sales automation platform with client self-service campaign planning and reporting Name DIVE comes from allowing customers to deep dive into MTV Media s digital products

7 Where does DIVE fit in the ad sales spectrum? Campaign sales, set pricing, audience and inventory forecasting, guaranteed delivery, efficient sales workflow, rich reporting Traditional Direct Sales (IO*) Automated Data- Driven Direct Sales (IO) Private Exchange (RTB) Public Exchange (RTB**) *IO = Insertion Order (ad server) **RTB = Real Time Bidding

8 Background and goals: MTV Media In 2012, MTV Media started working with Enreach to automate their direct sales planning, sales, and reporting and workflows. The goals were: Ø To enable direct advertisers and agencies to buy guaranteed placement and audience-targeted campaigns programmatically, and Ø To provide audience segment level campaign reporting in realtime. Ø To further strengthen MTV Media s position as the leading premium brand advertising media in Finland, all advertising was decided to be viewable impression based, with complementary impression level view-time measurement to further inform advertisers on campaign performance.

9 Unique integration of & #4 Workflow automation Planned media selling (buying) made simple #3 Integrated applications Audience targeting & reporting #2 Audience Data Hub Data fusion & automatic segmentation #1 Publisher s Big Data: 1 st party data collection & refining

10 automation by Enreach Non-technical user interfaces that are easy to understand and use even by users unfamiliar with digital advertising Comprehensive sales tool functionality, API integrated with your ad server for improved ad ops efficiency Unique audience inventory management that understands audience segment availability and overlap at a placement level, with reach and frequency forecasting & reservation Real-time reporting with impression, click and in-view time (in seconds) by audience segment, placement and creative Media agency and direct advertiser self-service planning and reporting dashboards (direct purchase optional) Enreach has completely revolutionized the way our sales teams and agency clients interface with our digital advertising. Everything from audience and placement inventory checks, to campaign planning, to sales workflow, to reporting and targeting is now simple and efficient. We are now offering our advertisers guaranteed audiences together with audience intelligence, not just display space. Pasi Raassina, Head of Online Solutions

11 Demo: MTV Media s DIVE Audience targeted, and non-targeted, media sales automation platform with client selfservice campaign planning and reporting. This demo features campaign planning phase only

12 1. Create new campaign

13 2. Insert campaign information (CRM) Discounts from CRM

14 3. Start creating campaign rows

15 4. Create audience targeted row Instructions always available on left hand side to open

16 5. Select placement and format Gross inventory is verified

17 6. Select audience targeting parameters

18 7. Audience inventory is forecasted

19 8. more selections

20 9. and more selections SAVE & RESERVE

21 10 First campaign row is created

22 11 campaign row expands upon cursor

23 12 Creating more campaign rows

24 13 View version history & budget

25 14 View campaign summary CONTINUES

26 15 Request a quote/insert into ad server

27 16 New campaign draft has been saved

28 Some results achieved by MTV Media With a vast majority (>90%) of audience targeted campaigns, all KPI s have been much better than with untargeted campaigns Targeting has improved click-thru rates by tens of % s, and in some cases by over 100% In-screen viewtime is typically clearly higher with audience targeted campaigns Audience targeted campaigns reach well the target group the advertiser is looking for Targeting has also improved the e-commerce conversion rates considerably Non digitally oriented sales people (MTV is rooted in TV) have started more actively selling display, with very positive sales team feedback

29 Thank you. Petteri Vainikka, CMO Enreach Mobile: Skype: petteri.vainikka

30 About Enreach Enreach is a technology platform that transforms publishers into audience data refineries, and makes the refined data assets actionable. Key application area is in premium display advertising, with demographic and interest based audience targeting and insightful campaign reporting, supported by intuitive direct sales workflow automation. Further application areas include front page engagement and paid content conversion optimization, and the enrichment of subscriber understanding. Established 2010, HQ in Stockholm (Sweden), with offices in Helsinki (Finland), Lviv (Ukraine), and London (UK); current headcount 16 We are trusted by many of the world's most innovative online publishers to earn premium revenues from deep audience understanding and high quality content. Our customers include Sanoma, Alma Media, Aller, MTV Media, Bonnier, Mediekompaniet, Egmont, Eniro, and Aftonbladet.

31 We give power back to digital publishers We collect, refine, segment & make audience data actionable: We turn publishers into data refineries We automate advertising sales & enable client selfservice access to planning and reporting (& buying) We build entirely new revenue streams based on your unique audience intelligence; sell market research We justify higher pricing, grow premium ad sales & strengthen direct advertiser relationships We improve editorial appeal & retention; coordinate content better with ad sales & internal marketing

32 Introducing the Data-Driven Publisher: Overview of the Enreach SaaS cloud architecture

33 Summary of key industry mega drivers PAST ONLINE ADVERTISING GROWTH LARGELY FROM SEARCH & DR GROWTH DRIVEN BY BRANDS ENTERING DIGITAL WEB SITES USED AS AUDIENCE PROXIES IN PLANNING & BUYING DATA-DRIVEN ADVERTISING / DIRECT AUDIENCE BUYING DATA OWNERSHIP AND VALUE CAPTURE OUTSIDE PUBLISHERS PUBLISHER-SIDE DATA REFINING & VALUE CAPTURE CTR ONLY MEANINGFUL PERFORMANCE METRIC NEW AUDIENCE REACH AND ENGAGEMENT BASED KPIs COMPLICATED (PREMIUM) ONLINE MEDIA PLANNING AND BUYING INTUITIVE UIs & HIGH LEVEL OF WORKFLOW AUTOMATION

34 In a nut shell: How to earn more display? Make your inventory more valuable than the others Leverage your brand, premium placements, premium ad formats Data. BIG data. Refined into accurate audience demographics Sell audiences (and audience understanding), not gross ad imps Prove value to advertisers in simple and convincing ways Reporting incl. view-times and engagement by audience segment Clear CTR uplift with confirmed reach to right audience Measure also your native advertising: You sell what you report Make selling (and buying) simple and efficient Arm your sales teams with a easy-to-use sales and reporting tools Empower your agencies & direct advertisers with self-servicing Aim to simplify, not complicate, in everything you do

35 Thank you. Petteri Vainikka, CMO Enreach Mobile: Skype: petteri.vainikka