Конвергенция Данных / Измерений и Медиа

Новый уровень задач рекламодателей
РАНЕЕ
СЕЙЧАС
Медиа-кампания
Охват, частота
Сайты, форматы

КАНАЛЫ ПРОДВИЖЕНИЯ И ИНСТУРМЕНТЫ:
брендированный видео-канал на mail.ru
- создание и продвижение игры-викторины
- медиа-кампания на порталах и в блогах с таргетингом на тинейджеров
- поисковая кампания с таргетингом на тинейджеров по поисковым запросам
- social media – посев видео-материалов в блогах, создание и поддержка профайлов героев сериала в социальных сетях
Clean & Clear (J&J) – интегрированная кампания

Статистика блогосферы
Статистика медийной кампании (ad serving), статистика поисковой рекламы (Яндекс), статистика по просмотрам видео (Mail.ru, adserving), статистика полученных публикаций (яндекс, мониторинг блогов и СМИ), статистика посещаемого сайта и т.п.
Трекинг результатов
Статистика кампании

Outline:
Introduction
Collision of Data / Technology & Media
3 Challenges
Big players: “All things to all people”
Lack of interoperability
Need an online/offline “currency”
3 Things to do. What to do if you….?
are an agency
are an advertiser
are an entrepreneur

Isobar: Digital Marketing arm of Aegis Media
3,500 people in 40 countries
90 people in Russia (AdWatch/Isobar)
Offerings include: Online Media, Search, Mobile, Social Media, Creative, Web Consulting & Build and Sustainability

My Background
Entrepreneur: Founded Molecular (http://www.molecular.com) in 1994. Web Consulting and Build
Molecular acquired by Isobar in 2005
Currently Global Chief Operating Officer of Isobar

Data – Technology and Media are Colliding

We need to change marketing priorities
Campaign-based
Thinking
Continuous
Consumer
Interactions
Outputs
(Reach, Frequency, “Impacts”)
Outcomes
(Client Business
Performance metrics)
Controlled
“Talking at”
Organic
Conversation

Earned Media
Bought
Media
Own
Media
Time and Effect Exponentially Increases

Every region with one-off solutions and silos!

Information
And it only has some of the information you need

Think “Consumer Centric” not “Campaign Centric”
Customer
Sales
data
Ad Display
Email
Campaigns
Web
Analytics
Search
Organic
Paid
Consumer
Centric
Model
Dashboard and Reporting

Beliefs
Consumer Centric data model
Data gets smarter with every touch point with the brand
Leverage industry standards. Integrate instead of Build
Collecting data, and making it transparent (reporting) is only step one. Turning the data into knowledge and actions is the real objective

Challenges
AOL, Google, Yahoo, MSN:
For the advertiser?
Are they a publisher?
Are they an exchange?
Yes to all ! – creates a challenge
Lack of interoperability. Need more help from trade associations. Goal: Open source / open architecture.
Need more innovation around connecting online and offline.