Unlocking Micro-Moments Through Programmatic Mark Seidenfeld, Head of MBS Russia
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USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Unlocking Micro-Moments Through Programmatic
Mark Seidenfeld, Head of MBS Russia
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
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CINEMA/M&E EXAMPLEbest drama movie tonight
the walk review
the Walk movie near me
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
6:00am 12:00pm 6:00pm 12:00am
Mobile
TV
Mobile has shifted consumption habits
Google Confidential & ProprietarySource: YouTube Media Consumption Study
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I want-to-knowI want-to-watch
I want-to-find
I need-to-buy
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Reachwithat
peoplean ad
primetime
the right person
the right timethe right ad
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Google Confidential & Proprietary
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
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It’s about marrying:
TechnologyInventory
Data & Insights
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Collect audience interactions across all touch points
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Google Confidential & Proprietary
Use real-time data to identify the most important moments
Regularly analyze audience, creative & media insights
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Custom audience
#1
Custom audience
#2
Custom audience
#3
Merge your organized data and build custom audiences
Google Confidential & Proprietary
First party data
Google data
Third party data
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USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
■ Online■ Offline
Google Confidential & Proprietary
1
Organize audience
insights to find the
moments that
matterFi
rst p
arty
da
taG
oogl
e da
taTh
ird p
arty
da
ta
Site visitor
Search (Keywords)
Other
Site Recency /Frequency
New/Return users
CRM Data
Product page
Other
DMP Audience
Converters/ Goal Reach
Advert Engagement
In-market Similar Users Affinity YouTube Channel
Other API
Other segment
Other segment
Other segment
BlueKai In-market
Weather Other APITV Sync
Other
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
Capture data with every engagement point
Leverage audience driven creatives
Deliver message in the right context
Develop multi-screen experiences in HTML5
Measure and do more of what works
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USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
Our cross-device graph ensures reach, accuracy and user privacy slide has animation
has 7 properties with +1B users
Source: Google data, 2016
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Did the intended audience see your ad?
See
What did they think as a result?
Think
Did they take action or purchase as a result?
Do
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Google Confidential & Proprietary
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Google Confidential & Proprietary
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
+
=
AdsGoogle Confidential & Proprietary
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
9 minspent in experienceuser generated GIFs
Google Confidential & Proprietary
400K
USE THESE BLOCKS AS APPROXIMATE ALIGNMENT GUIDES
Thank you
Mark SeidenfeldHead of Media Buying Solutions, Russia [email protected]
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