Programatický nákup, storytelling a cross device na Poslední středě.

1. Programmatic Minute:
Story Telling & Cross Device
Poslední Středa H1.cz
David Špinar, Google

2. Google Confidential & Proprietary
Story telling in Programmatic

3. Google Confidential & Proprietary
There are so many targeting options, not only retargeting.
3
Retargeting
Target different messages to the
users who already engaged with
your website

4. Google Confidential & Proprietary 4
Time & Day
Change creative based time and
date, adjust communication
Audience Segmentation
A/B split testing to determine
best creative or approach
Sequencing
Storyboard communication
Build the value of your offering with
each contact
Frequency Capping
& Rotation
Keep the message fresh, relevant
and effective
Retargeting
Target different messages to the
users who already engaged with
your website
Optimization
Smart creative selection based on
CTR, post impression, or post click
conversion data
Geo-targeting
Differentiate messaging based on
geolocation, show closest
dealership and actual offering
Browser & OS
Target ads to specific devices by
browser and operating systems
Search Keyword
Build or trigger creative based on
publisher search keywords
And if used, usually used as fragmented silos.

5. Google Confidential & Proprietary 5
Programmatic can deliver a holistic view on story-telling
Who
Your actual
customer vs. assumed
audience
Where
Always on, In the right
moment
What
personalised
story, delivered in
context

6. Google Confidential & Proprietary 6
Five Tactics to take advantage of the
programmatic opportunity in creative
3) Capture data
with every
Engagement
and use the
signals to
develop a story
over time
4) Develop
Multi-screen
experiences in
HTML5
1) Audience
driven comms
strategies for
each segment
2) Deliver
messaging in
the right
context &
moment
5) Measure what works for each
audience segment, message, and
format

7. Google Confidential & Proprietary
Audience segmentation is the key for storytelling
7
segmentation based
on DoubleClick tags
variable 1
variable 2
variable 3
variable 4
Profile 1
all website users
Profile 2
interested
specifically in
Octavia
Profile 3
configured
Octavia
Profile 4
checked
dealerships

8. Google Confidential & Proprietary
But there are much more data available for you.
e.g.
DoubleClick
Bid Manager,
DoubleClick
Search
Media Data CRM Data Analytics Google
e.g. Online
and offline
data
e.g.
DoubleClick
Campaign
Manager,
GAP
e.g.
Demographics
Affinities, in-
market
audiences
Third Party
Custom
Audiences
e.g.
Exelate,
BlueKai
Audiences
comprised of
multiple data
sets
=
1st Party Data Google Data 3rd Party Data Aggregated Data

9. Google Confidential & Proprietary
Images Landing Pages
Copy Videos
Call to Action Logo
Adapt to a Dynamic & Changing Environment
Eliminating the need to create separate ad creatives and variations, enables Advertisers
and Agencies to focus on the essential - Data-Driven Optimization
9

10. Google Confidential & Proprietary
Use data to build creative for the right audience
10
Personalize ads
with audience data
Trigger rules by
geo, date, language
Feed creatives
with multiple
assets

11. Google Confidential & Proprietary 11
saw the blue Fabia ad 1st time & no
click
> show different Fabia color or
version on rotation 3 times
did configuration and left
saw the blue Fabia ad & clicked saw the blue Fabia ad & clicked
>> show different cars on
rotation, start with Citigo
checked test drive and left
> show test drive invitation
with same car configuration
> show closest dealership
Prepare Storytelling Scenarios based on rules

12. Confidential & ProprietaryGoogle Confidential & Proprietary
Impression
available!
Here you have
the banner

13. Confidential & ProprietaryGoogle Confidential & Proprietary
Impression
available!
How do I use this
impression?
Default
option
Option 2Option 1 or or
Who is this?
Context/environment?
Frequency/sequencing?
What creative?
What messaging?

14. Confidential & ProprietaryGoogle Confidential & Proprietary
Impression
available!
How do I use this
impression?
Bid for the
best option
No bidor
Who is this?
Context/environment?
Frequency/sequencing?
What creative?
What messaging?
What bid?

16. Google Confidential & Proprietary
Cross-device in Programmatic

17. Google Confidential & Proprietary
Was it seen by humans?Fraud Protection
Have you done your homework before diving into
attribution?
Was my ad seen?Active View
Was it seen in the right environment & context?Content Verification
Was it seen by my target audience?Audience Verification
Did it result in a conversion?
17
Attribution
What impact did it bring on brand awareness?Brand Lift *
*) 2016 roadmap

18. Google Confidential & Proprietary
And yet, there are much more challenges waiting for you
18
De-duplication
and Active Bidding
Are you able to act on
your insights?
Clicks & impressions
All touch points
available?
Cross device, In-App,
Active View
Full and true picture?

19. Google Confidential & Proprietary
Cross-device is essential!
19
38% of all customer
journeys involve more than one
channel of interaction
90% of people switch
between screens to complete
tasks
Sources: Google, The New Multi-Screen World Research, 2012;
McKinsey & Co, 2013

20. Google Confidential & Proprietary
Mobile programmatic environment in CZ is massive!

21. Google Confidential & Proprietary
“Cross-Device” = Cross-Environment
21
Sees a banner ad on
her personal laptop
Downloads the app on her
work-issued Android phone.
Desktop to mobile Mobile web to Mobile app
Browser to different browser Tablet to mobile
Clicks on a banner ad on
Safari iPhone browser
Purchases on the android
app which downloaded the
week prior.
Sees an ad in his FB.com
news feed (on Chrome)
Purchases a ticket on
website with Firefox.
Watches a trueview ad while
watching the Youtube app
on her iOS tablet
Purchases a ticket from
mobile web on her Android
phone.

22. Google Confidential & Proprietary
With Cross-Device Attribution more conversions are
credited to total media investment
22
Cross-Device Attribution Findings
1 Compared to non-Cross Device Attribution measurement.
Source: DCM Cross-Device Attribution; June 3 - July 16, 2015. Sample of 11 substantial DBM advertisers.
up to 43% more attributable
conversions1 to media budgets
Half the increase in attributable
conversions are driven from mobile
Cross-Device Attribution will lead to improvements in measuring cost-
efficiency metrics such as CPA

23. Google Confidential & Proprietary
And Cross-Device Attribution exposes a more accurate
view of mobile’s impact on business goals
23
Cross-Device attribution helps to solve for the previous fragmentation
seen in mobile measurement
1 Compared to non-Cross Device Attribution measurement.
Source: DCM Cross-Device Attribution; June 3 - July 16, 2015. Sample of 11 substantial DBM advertisers.
5 - 46%1
Increase in
attributable
conversions to
mobile
4 - 30%1
Decrease in
mobile CPA

24. Google Confidential & Proprietary
How does Cross Device Measurement works in DoubleClick
24
OBSERVE CROSS-DEVICE
CONVERSIONS FROM SAMPLE
Previously signed into Google
properties on multiple devices
SURFACE DATA IN INTERFACE
ONLY WHEN 95% CONFIDENT
ESTIMATE CROSS-DEVICE
USERS & EXPAND DATA TO
NON SIGNED-IN USERS
Multiple
Signals

25. Google Confidential & Proprietary
Build a more
complete view
of performance
across all screens
Cross-device measurement is essential to a brand’s
marketing strategy
25
Conversion
measurement
Adjust reach
measurement for
users interacting
with ads across
devices
Reach
reporting
Give credit for
prospecting and
interest-building
across devices
Multi-Touch
Attribution

26. Thank you
Questions & Comments?
E-mail: spinar@google.com
Twitter: @dspinar