Page 15 - AeM_Sept_2018
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RESEARCH, ANALYSIS & TRENDS




       Advanced Data Modeling



                                                           Attribution  certainly  has  its  challenges:  How  do  you
                                                           know  which  channel  promoted  the  campaign  and
                                                           reached  more  people?  How  do  we  find  out  exactly
                                                           where  the  customer  is  right  now  at  his  journey  to
                                                           purchase?  The  fact  is  that  only  a  small  number  of
                                                           marketers  are  convinced  to  be  using  a  robust  multi-
                                                           channel    attribution   model.   Experts   therefore
                                                           recommend  focusing  on  identifying  the  relationships
                                                           between consumers and their mobile devices by using
                                                           real-time  cross-device  identity  management:  With  the
                                                           right  technology,  you  can  associate  cookies  with  the
                                                           appropriate  device  IDs.  Even  before  the  cookie  is
                                                           deleted  again,  you  have  the  consumers  connected  to
       Programmatic  advertising  is  currently  celebrated  and   their other devices and can address them consistently.
       high on marketers’ agenda, taking into consideration that   In a time when consumers leap from device to device,
       worldwide  around  30%  of  digital  media  budgets  are   real-time cross-device identity management is probably
       programmatically invested.
                                                           one of the best solutions.
       While these numbers may sound promising, the question
       is  still  how  you  know  if  your  programmatic  advertising   Clarity through Advanced TV
       campaign  is  successful?  The  answer  is  given  by
       attribution  models  which  allow  you  to  see  on  which   TV  was  once  an  important  part  of  any  advertising
       channels your campaigns perform best.               campaign,  but  at  the  same  time  extremely  difficult  to
                                                           measure. With Advanced TV, programmatic advertising
                                                           and attribution go hand in hand.
       Considering  what  John  Wanamaker,  the  "pioneer  in
       marketing",  said  already  in  the  early  twentieth  century:
       “Half  the  money  I  spend  on  advertising  is  wasted;  the   Programmatic advertising is developing steadily and is
                                                           becoming increasingly important for Connected TV and
       trouble  is  I  don't  know  which  half”,  the  purpose  of
       programmatic  becomes  obvious.,  Wanamaker  would   OTT.  Thanks  to  the  Internet-enabled  devices,
       have  been  able  to  analyze  his  marketing  investments   marketers  can  access  new  measurement  data  that
                                                           closes  the  circle  between  advertising  and  sales.
       and  success  with  smart  attribution  models  -  such  as
       lookalikes.  Today,  brands  can  find  easily  the  right   Ultimately,  it  is  about  tracking  the  consumer's  path  to
       audience and appeal to consumers who are interested in   the  buying  decision,  and  influencing  it,  so  that  the
                                                           consumer is sure to become a happy customer.
       the  products  and  services.  Nevertheless,  innovation
       can’t  rest,  since  consumers  switch  nowadays  between   Due to the wealth of data, marketers are not only aware
       their  Internet-enabled  devices  several  times  a  day  and
       marketers must follow their path to finally find out which   of which mobile phone, laptop and tablet belong to the
                                                           respective  consumer,  the  Connected  TV  is  now  also
       advertising  circuit  has  led  to  the  purchase  -  and  which   feeding the customer profile. All this is possible thanks
       was  punished  only  with  disinterest.  Attribution  models   to  ‘unique  device  IDs”.  With  the  help  of  the  IP
       are  therefore  essential  for  a  successful  programmatic   connection  or  the  mobile  network,  brands  can  clearly
       campaign.                                           assign all consumer activities.

       Programmatic is breaking new ground                 So far, TV used to be a problem area for data analysis,
                                                           but  thanks  to  Advanced  TV,  targeted  TV  advertising
       With  programmatic  advertising,  campaign  expenditures   can  be  programmatically  broadcast  and  effectively
       can be measured accurately  - making it far superior  to   measured.  Thus,  television  becomes  another  channel
       traditional   advertising.   However,   programmatic   that supports the attribution models.
       technology runs the risk of marketers losing themselves
       in the small-scale and paying only attention to the daily   Ultimately,  it's  all  about  focusing  on  the  metrics  that
       and  weekly  numbers  and  the  growth  of  ongoing   matter most. ◊
       campaigns. Instead, they should have a clear vision for
       the long-term goals and plan for the quarterly or annual                         By Daniela La Marca
       growth,  making  sure  the  right  attribution  model  comes
       into play.

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