CONNECTING CONSUMERS THROUGH DATA HOW POPULAR BRANDS FACE THE MULTI-SCREEN REALITY Nathan Barling, Global Chief Data & Technology Officer, iProspect @NathanBarling
CONNECTING CONSUMERS THROUGH DATA
HOW POPULAR BRANDS FACE THE MULTI-SCREEN REALITY
Nathan Barling, Global Chief Data & Technology Officer, iProspect
@NathanBarling
Marketers normally build plans up to a year in advance
Everyone has a plan until they get punched in the face.
- MIKE TYSON
88% of digital marketers consider real-time marketing critical to their success
Data driven decisions have become the expectation
the marketing ecosystem continues to grow massively complex
need to build connected story across all touch points
To review.. you need real-time, data driven, omni-channel, multi-device, connected story telling campaigns across the entire consumer journey… sound easy?
In 2015, the average human attention span is
shorter than that of a goldfish.
In 2015, there will be nearly 3 billion Internet users - more
than 40% of the world’s population mostly due to
mobile smart phone usage.
An Estimated 27,000,000
pieces of content are shared daily
Have marketers matured our content distribution methods?
Content that uses crude audience targeting
Content with a lack of relevance
Advertisers must evolve or face extinction
s c i e n c e
You must find the balance between the art
and the science
Source:HarvardBusinessReview
Companies with skilled data analysts outperform competition
by more than 24%
Synchronised advertising increases awareness and brand & image metrics.
Synchronised cross-screen campaigns bring increased ad awareness:
-58%
+42%
Uplift in Brand and image metrics through synchronised cross-screen campaigns:
Brand Attitude +38%
Word of Mouth +18%
Purchase Intention +8%
Brand Interest +9%
“A brand I trust” +21%
“Innovative brand” +62%
923
9 24
Germany wins the World Cup!!
Congratulations to both teams on a great
match.
0m
Guerilla Advertising
Raining again in London? It is beautiful in Paris
today, plan your holiday now.
Ifaveragetemperature…
>18⁰C<18⁰C
Revenue increase of 586% Cost of sale decrease by 16%
Stock Market
Geofencing Bidding
Temperature Ad Copy Insertion
Reactionary Weather
Exchange Rates
Competitor Price Comparisons
TV/Radio Response Bidding
Guerilla Activation
Website Story Carryover
Pop Culture Events
OOH/Door Drop Location Bidding
Search+ Social
Solutions
00:10
25oC
AB
£
Data is nothing on its own. Actionable insights drive value
W
ONE CONSUMER
PROGRAMMATIC
2ND SCREEN
DISPLAY
VIDEO
PAID SEARCH
PAID SOCIAL
ReACTION ID
LOTTERY
WINNINGS
REQUES
TSPRIN
T DROPS
SPORT EVENTS
LIKES
VIDEO PLAYS
EMAILS
MOVIE
RELEASE
S
SIGN-UPS
POP CULTURE
EVENTS
DEVICE
TARGETING
ALLERGY
LEVELS
REACTIVE
WEATHER
TELE
VISION
ADS
FINANCIA
L
MARKETS
DOWNLOADS
DOODLE
AFFILIATE
RETWEETS
SHARESBE CREATIVE
RADIO
ADS
FOLLOWS
DAYTIME
TARGET
ING
THANK YOU
Nathan Barling Chief Data & Technology Officer
iProspect