Programmatic Digital Media using AI & Machine Learning - Renee Lopez-Cantera, Cynthia Rivas
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In our global digital marketing consultancy we simplify modern marketing with MarTech platforms. The company and team has over nine years of experience transforming brands and partnering with advertising firms to amplify their digital media message. After working with hundreds of end clients and agencies we have been able to maximize results for high-end, high-net-worth projects across various industries as well as target many multi-cultural audiences. Programmatic digital advertising offers cost-effective, targeted, and measurable campaigns using the most up to date technology from partners such as Zeta, Google, and more. We leverage AI to extract behavioral data and contextual data along with insights to create and execute intelligent marketing strategies. Key Takeaways: Learn how to amplify your message through retargeting, contextual and audience targeting. Make sure to narrow your dream customer to location and find them at the best place of their conversion journey. Look at your campaigns and sales strategy at a high level and also test granularly by using a Datorama Dashboard to see all of your results in one easy automated place.
Programmatic Digital Media using AI & Machine Learning - Renee Lopez-Cantera, Cynthia Rivas
- 1. KEYNOTE MIAMI, FL ~ JUNE 16 - 17, 2025 DIGIMARCONSOUTHFLORIDA.COM | #DigiMarConSouthFlorida DIGIMARCONLATAM.COM | #DigiMarConLATAM Programmatic Digital Media using AI & Machine Learning Renee Cantera SVP SALES & MARKETING EKN SOLUTIONS Cynthia Rivas CEO CAPRILINA
- 2. Expert Marketing & Technology Media Kit
- 3. 3 Career Wise - Digital Savvy to be at this conference Who in this audience is a Digital Creator? An Entrepreneur? A Corporate decision maker? Tailor to your Digital Needs
- 4. 4 About Me & How can I help? Experience in B2C and B2B online sales Over 20 years of Experience - Discernment, grit, winning attitude for clients Entrepreneurial & Current head of Sales for US Division of EKN Solutions A Corporate decision maker working with CMO’s & Partner Ad Agencies in several verticals. Specializing in Travel & Real Estate sectors. Multi-Cultural Marketer .
- 5. 5 Programmatic Digital Media Using AI & Machine Learning Today’s Key Takeaways: 1. Learn how to amplify your message through Programmatic Marketing. 1. Use strategy and tactics such as Retargeting, Contextual targeting and Audience Buying to find audiences in often hard to reach vertices reaching High Net Worth Consumers and for High Ticket Sales. 1. Look at your campaigns and sales strategy at a high level to pull the levers and use AI to visualize and automate what is working.
- 6. Global Collective EKN is a team of global digital marketing consultants within the NUMATEC portfolio. Our daily mission is to simplify the complexities of modern-day marketing with an overlay of MarTech platforms. The company has 10 years of experience EKN has helped transform household brands into global icons and served as a White Label agency partner trading desk to many Advertising & PR firms. 6
- 7. Rodrigo Barcenas CEO EKN US & CFO Numatec Our US/Local Team - with Hundreds of Team Members Worldwide Renee Lopez-Cantera Sr. VP Sales & Marketing EKN Solutions US Jennifer Bove VP Enterprise Sales Ernest Wong Director of Ad Operations Sarah Giraldo Director of Account Services Michelle Savory CRO Numatec
- 8. You are in Good Company Our marketing stack and process is trusted by some of the biggest brands and partnership agencies in the US & abroad.
- 10. VARIED TEAM EXPERIENCE - LUXURY, TOURISM, E- Commerce
- 11. WE SPECIALIZE IN HI-END/REAL ESTATE PROJECTS
- 12. WHY PROGRAMMATIC DIGITAL? 12 ▪ COST EFFECTIVE: online advertising is results-driven advertising. i.e. you pay only after the predetermined “success” ▪ TARGETED: you can easily reach a specific reader based on geography, area of interest and context of the content ▪ SEARCH: the internet is predominantly used for information; people are looking for answers about their problems, a particular type of product or solution ▪ REACH: reach a much wider audience online ▪ MEASURABLE: online advertising is transparent. Reporting and analysis gives comprehensive evidence of the return on investment for all advertising activities ▪ ACT NOW: consumers can immediately click on a link to access more information, make a direct purchase or register for newsletters or services
- 13. DSP – Digital Ad Landscape
- 14. Demand Side Platforms Social Media Native Marketing Platforms Video / Connected TV Search Audio Mobile Proximity Data TECH PARTNERS
- 15. Marketing Stack ● Unique ID’s ● Data enrichment ● Elimination of duplicates ● Integration of data sources ● Data normalization Data Unification Creation of Profiles Segmentation Personalization Activation & Automation Bargain Hunters Established Clients New Visitors Display Social Media Website e-commerce Email Messaging ●Definition of business rules ●Creation of clusters ID: 12345 Name: John Smith Email: js@email.com Compra: 11/2/2020 Atributo: Masculino Atributo: Deportes Atributo: ... ID: 12345 Name: John Smith Email: js@email.com Compra: 11/2/2020 Atributo: Masculino Atributo: Deportes Atributo: ... ID: 12345 Name: John Smith Email: js@email.com Compra: 11/2/2020 Atributo: Masculino Atributo: Deportes Atributo: ... ID: 12345 Name: John Smith Email: js@email.com Date: 11/2/2020 Attribute: Male Attribute: Sports Attribute: ... 1 2 3 ●Interactive units ●Personalized content 4 ● Media selection ● Integration with external platforms 5 Lookalikes 1st Party Data CRM Web APP Social Off-line 3rd Party Data Demo Interests Income
- 16. Targeting and reporting from the different contact points through conversion • We leverage first and third-party sources for data enrichment and improved reach • Data mapping to connect physical and digital points from the customer journey • We ensure privacy through consensual and ethical data gathering compliant with GDPR and CCPA Audiences based on data
- 17. SAMPLE AUDIENCE LIST- WELLNESS INDUSTRY
- 19. Reach your target audience while consuming content related to your product ● News ● Shopping ● Women ● Sports ● Travel ● Health ● Family ● Gaming Contextual Targeting
- 20. SPACEBACK Instagram Facebook TikTok X Is a platform that enables brands to transform and amplify their social media posts into interactive and engaging display ads, seamlessly bridging the gap between social and display advertising, and providing an innovative way for advertisers to reach and captivate their target audiences with authentic and dynamic content.
- 21. CTV From premium SPO to linear schedule amplification & mid/lower funnel performance Audio Streaming audio + podcasts for the constant listener Social Get more out of IG, TikTok, and Pinterest with our in-house video production team DCO An enhanced & customizable DCO xp leveraging ID fusion signals Screens For An Always-On, On-DEMAND Consumer
- 22. +The Screens For An ON-THE-GO Consumer Guaranteed hand-in consumer engagement, 100% complete listen + higher CTR than Spotify Enhance the conversation via app or test Do you have mail? Push IN-Game DOOH E-Mail Time & Location based DOOH that feeds off device signals
- 23. Audio Ads Captive audience Premium content Get people on the move
- 24. Living Room Quality CTV
- 25. Flexible Location Planning Strategically decide when and where to run OOH campaigns. Maximize Audience Targeting Engage your customers and audience along their journey with highly-targeted and personalized outdoor advertising. Real-Time Monitoring Dashboard Track performance, measure impact, and optimize with decisions based on analyzed data. Time-based DOOH
- 26. AI Stack - Content based knowledge 26
- 27. BEHAVIORS AI Based Contextual Advertising We are able to map entire markets using A.I. to discover and catalogue ACTIVITY- CHAINS as BEHAVIORS. Clusters of behaviors become AUDIENCES or market- segments AUDIENCE DATA EXTRACTION
- 28. Cognitive A.I. that automatically turns data into insights Customized Data Autonomously builds 100% customized domain data. Behaviors Maps in-market behaviors from users. Strategy Engineers brand or product strategy in-line with market demand and competitor activity. Brand Measures brand penetration and competitor activity. Market Gaps Identifies unmet needs from market participants. Content Generate content and ad-creative strategy, in line with market demand. Personas Segment markets and build highly enriched personas. Impact Measures campaign impact beyond media across organic channels and behaviors. Activation Reaches and activates target from all prior layers across digital media. Channel Map Identifies channels, locations, times, and intent where target personas congregate.
- 29. STANDARD ADDITIONAL TACTICS RECOMMENDED We recommended several tactics to increase awareness and conversions in Programmatic & Other Tactic Channels AUDIENCE BUYING: Audience buying is directly buying audience segments based on data collected about them; made possible by deep pools of consumer data now available. Retargeting will target anyone from this campaign and all website traffic. Prospective lookalikes include people who aren't familiar with your product or business in any way. Using lookalike audiences allows for a specific targeting to prospective customers. RETARGETING, GOOGLE REMARKETING & CONTEXTUAL: Retargeting allows us to retarget anyone from this campaign & interact with the client website. Contextual allows us to reach your target audience while they are consuming content related to your services. - Target people who have searched on Google for specific keywords for precise remarketing. INSTAGRAM ADS: Sponsored posts are social media posts in which an influencer or celebrity highlights a brand or product that they have been paid to promote. Can also retarget all lists or geofence target areas. GOOGLE PERFORMANCE MAX (AI): Campaign type that allows advertisers to promote their business across Google's advertising channels using a single campaign. uses AI to automatically mix and match assets to create compelling ads for customers. It also uses Smart Bidding to optimize performance in real time across channels. GOOGLE DEMAND GEN: Connect with potential customers and drive demand with immersive, relevant creatives that grab attention and spur action in the moments that matter. Includes Search options and Gmail and Youtube in several Google properties. TikTok: Viral and Content heavy platform. TikTok store good for some types of brands. SEO: Many projects and new websites need SEO to enhance metatags and searchability for Organic Traffic. We work with specialists to boost your traffic. AI now is forefront with Google and Algorithms are changing often.
- 30. REPORTS/TRANSPARENCY ● Transform data into knowledge ● Improve decision making ● Create inputs for campaigns optimization ● Our team will work with you to find new insights ● Requires pixels and optimized creative
- 31. DASHBOARD ● Visualization of data, optimizations and results ● 24/7 access ● Omnichannel reporting ● Campaign centralization ● Real-time
- 32. CAPRILINA Online retailer for baby clothes for newborns. To increase online sales, brand awareness, foot traffic to store Goals ● Strengthen brand positioning ● Deliver results above industry standards with online traffic and sales conversions ● Increase awareness and foot traffic online & in store Strategy ● Use different digital tactics and platforms to increase brand recognition Results 10,711,563 IMPRESSIONS SERVED 26,000 CONVERSIONS CLICKS SERVED ❏ Outstanding Viral Reels & Content that resonates highly with audience ❏ Google Shopping Ads ❏ Instagram Ads linked with Shopify Catalog ❏ SEO ❏ Increase IG Follower Campaigns ❏ Tik Tok Shop Oraganic One year and ½ progress. Paid Media Channels. Online Sales. 302,931
- 33. 140,000+ IG Follower Growth on Modest Budget Paid Media Campaigns to target audience Follower Campaigns Viral Content Engaged Audience- Moms of Newborns
- 34. STRATEGIES & TACTICS ● Defined Google Shopping & Instagram target audience based on income and shopping behavior - Starting Holiday 2023. ● Implemented Programmatic Audience Buying & Prospecting to reach target audience including retargeting and Look-alike targeting based on 1st Party Customer Data ● Leveraged Instagram Spend. Boosted posts, and used Instagram Catolog Ads in Shopify
- 35. Thank You! Renee Lopez-Cantera Sr. VP Sales renee@ekn.solutions https://www.linkedin.com/in/reneelopezcantera www.ekn.solutions/usa Expert Marketing & Technology