Gary milner
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Gary Milner, Director of Global Digital Marketing Strategy at Lenovo, discusses using real-time bidding (RTB) to unify Lenovo's brand. He argues that RTB can help reduce wasted media spending, drive creative efficiencies through testing, provide immediate scale with transparency and brand safety, and allow Lenovo to respond quickly to changes. Milner provides examples showing how RTB can lower campaign costs and dynamically optimize ads to improve metrics like completion rates and shares.
Gary milner
- 1. Unifying The Brand With RTB Gary Milner Director, Global Digital Marketing Strategy Lenovo
- 3. 3 STRANGER IN A STRANGE LAND Alan Partridge Geordie accent problems - YouTube
- 4. 4 Life Philosophy And Digital “ We overestimate the potential of technology in the short term, underestimate in the long term” “Value is in the eye of the beholder”
- 6. 66 A $34B global personal technology company with 30,000 people and customers in 160+ countries.
- 7. 77 A Global Matrixed Organization 2013 LENOVO CHINA AMERICAS ASIAPACIFIC EMEA THINK BUSINESS GROUP LENOVO BUSINESS GROUP GLOBAL OPERATIONS CUSTOMER-DRIVEN FRONTEND INTEGRATED BACKEND
- 8. 8 A View of Media and Digital Myths A View Of How Digital Media Is Bought And Will Be Bought Content Marketing, Platforms And RTB Strategy On Brand Media Measurement And Investment Benefits To Lenovo With Examples TODAY’S TALKING POINTS
- 9. 9 MEDIA - THE BUSINESS OF WASTE MANAGEMENT For every 100 Display/Video Impressions there are – Up to 3 clicks (3%) – Cost variation w video (1c a view to 25c a view) – Up to 2% engagement in the content – Up to 80% of people watch a whole video ad For Every Search keyword there are – No wasted impressions (they are free) – At best 5% will click on the ad For every TV ad – 40% will dvr it and skip the ad – 40%+ will pick up a second screen during the ad Social – 1 in 6 will see a social posting – Up to 5% will engage and share in the content Seen Not Seen
- 11. 11 MYTH 1 REALITY NO REACH How do you reach the right Audience at the right time Efficiently with the right creative? 37BAccess 37+ billion Impressions daily 40+Buy inventory From 40+ countries Multiple Devices
- 13. 13 MYTH 3 REALITY – IT IS, BUT SOLVEABLE COMPLEX + WASTEFUL
- 14. 14 MYTH 4 – Premium vs Long Tail REALITY – “Eye of the beholder” Which is Premium and Why? “Premium is not site size or safety it is site value to consumer “
- 15. 15 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED. MEDIA, THE OLD WAY
- 16. 16 Bought with insertion orders HOW IS DIGITAL MEDIA BOUGHT TODAY?
- 17. 17 REMEMBER THIS? How do you reach the right Audience at the right time Efficiently with right creative? Global Pop = 7bn
- 18. 18 HISTORY REPEATS – MASSIVE INVENTORY DRIVES AUTOMATION Unified cross payment system designed to replace merchant by merchant systems The entire end-to-end task of looking for a flight, reserving a seat and then writing up the ticket could take up to three hours in some cases, and 90 minutes on average. At first, it was merely a computer bulletin board system and did not actually connect buyers and sellers
- 19. 19 HISTORY REPEATS - DIGITAL MEDIA
- 20. 20 DIGITAL DRIVES PLATFORM MODELS – VIDEO
- 21. 21 …AND NOW CONTENT MARKETING DRIVES AUTOMATION
- 22. 22 THE FUTURE IS HAPPENING NOW - CONTENT MARKETING
- 23. 23 Marketing – The New Way Marketing – The Old Way “The new marketing landscape is about earning ownership of the experiences where your products are used and brands are shaped…”CONTENT MARKETING” “Impression Marketing Increasingly Ineffective”
- 24. 24 PLATFORMS PROVIDE SCALABLE CONTENT AMPLIFICATION
- 25. 25 High Volume System Buy Variety of Media In real Time Globally Dynamically Adjusted Based On Results Multi device PREMIUM MEDIA- OLD WAY Value Should Be Beyond The Impression … LENOVO NEW WAY – PLATFORM DRIVEN PLATFORM BUYING + MEASUREMENT STANDARD METRICS Buy Audience Dynamically Amplify Premium Content On Platforms Premium Buying Should Be - Metrics Driven - Contextual (Tech) - Program Based (content/contests/social) NOT SITE BASED LENOVO BRAND MARKETING INVESTMENT– DATA DRIVEN
- 26. 26 High Volume System Buy Variety of Media In real Time Globally Dynamically Adjusted Based On Results Multi device PREMIUM MEDIA- OLD WAY Value Should Be Beyond The Impression … LENOVO NEW WAY – DATA DRIVEN PLATFORM BUYING + MEASUREMENT STANDARD METRICS Completion Rates Brand Consideration Lift CTR CPV Move Investment in Media and Creative by Metrics Buy Audience Dynamically “VIDEO EXAMPLE” LENOVO BRAND MARKETING INVESTMENT– DATA DRIVEN Amplify Premium Content On Platforms
- 27. 27 PLATFORM STRATEGY BENEFITS …… Country Agencies Geo Marketing Business Unit WW Advertising Digital COE ALIGN THE ORGANIZATION REDUCES MEDIA WASTE THROUGH METRICS DRIVES CREATIVE EFFICIENCIES - TESTING IMMEDIATE SCALE WITH TRANSPARENCY AND BRAND SAFETY RESPOND TO RAPID CHANGE STANDARD METRICS (Video) Completion Rate Brand Consideration Lift CPV CTR PLATFORM BUYING + MEASUREMENT Supports Search / Social Display / Video High Volume System Buy Variety of Media In real Time Globally Dynamically Adjusted Based On Results Multi device LENOVO NEW WAY – DATA DRIVEN
- 29. 29 CAMPAIGN EXAMPLE – COST REDUCTION YOGA Q3 LAUNCH vs Q4 TEST • PLATFORM COSTS 7-10X LOWER THAN INITIAL LAUNCH COST ON CPV • SAME AUDIENCE TARGET • HIGHER COMPLETION RATE >80% • ACHIEVED 70% BELOW CONTRACT COST
- 30. 30 EXAMPLE - DYNAMICALLY OPTIMIZE TO SHARES RESULTS For every one view there was 1 share For every view there were 2 shares 1. Campaign 100% EFFICIENCY IMPROVEMENT IN MOVING WEIGHTING 2. Product Video
- 31. 31 DYNAMIC OPTIMIZATION TO VIEW TIMES Mass Media 60% of Impressions 40% Completion Rate Tech Media 40% of Impressions 80%+ Completion Rate Product Video Dynamic Remix To Tech
- 33. 33 Video, Search and Social Advertising Are Key Growth Areas For Online $ Complexity increasing – Media Outlets, Ad types, Volume of placements, Devices, Data Complexity Creativity Online at New Levels – Stellar Ad Units Millenial Audience that Engages Need To Amplify Successful content The Time is Right For Brand Drive Programmatic Marketing.
- 36. 36 Programmatic buying and real-time bidding will account for about 25% of all online video ad spend in 2014, according to a new report released by Forrester and commissioned by SpotXchange, a global ad marketplace. Real-time bidding more then doubled from 2011 to 2012, representing the fastest growing segment of the online video business, Forrester says. The sector is slated to grow more than 70% this year. DATA
- 37. 37 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.