werbeplanung.at summit 15 - die rta strategien der einkäufer - barbara klinser-kammerzelt
Post on 06-Aug-2015
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- 1. Unsere RTA Strategie
- 2. Wo wir im Programmatischen Universum stehen
- 3. 2012 2013 2014 FEASIBLITY STUDIES Bundling vs Targeting Audience vs Outcomes EXPERIMENT Tech Platformen Programmatic Premium Programmatic abseits von Direct Response WEITERENTWICKLUNG Private Transactions Messung & Attribuierung Fraud & Viewablity 2015 CONSOLIDATE & STREAMLINE Streamling Tools, Tech & Services Comprehensive Targeting Format & Device Bridging
- 4. Programmatic wchst weltweit: 3 Grnde Konsument Advertiser Agencies /Pubs
- 5. Mit unserem Agency Trading Desk sind wir ein globaler Player mit lokaler Strke NORTH AMERICA USA Canada LATAM Mexico Chile- LATAM Hub Brazil APAC Australia Japan China Malaysia - APAC Hub India EMEA UK Netherlands France Germany Belgium Sweden Denmark- Nordics Hub Spain Italy Hungary- CEE & SWE Hub UAE - MENA Hub 1. Trading Desk 1. TV & OOH Angebot 1. mit globalen Kunden ber 450 programmtische Spezialisten ber 21 Cadreon Offices, 5 Hubs
- 6. Unser operatives Team Programmatic Experten: Interne Trainings & Updates alle Kundenbetreuer sind fit Hub in Budapest fr Kampagnensetup, Reporting, Optimierung Team: Head of Cadreon |Account Director | Account Manager | Account Engineer | Account Executive | Campaign Managers | Data Scientists
- 7. Wir agieren offen in mehrerlei Hinsicht Offene Architektur & Technologie- agnostisch Offen fr neue Partnerschaften: Kein one-size- fits-all Ansatz Offen fr neue Partnerschaften: Kein one-size- fits-all Ansatz Kein Re-Selling von bereits gekauftem Inventar & Kein Spend Commitment Transparenz & Brand Safety: Execution Exellence
- 8. MEDIA TECHNOLOGY DATA+ + MEASUREMENT, INSIGHTS & AUDIENCE INTELLIGENCE Ad Exchanges Sell-side platforms (SSPs) Private Marketplaces Channels: Display, Video, Mobile, Social Multiple DSPs Brand Safety Analytics engines Attribution engines TOTALDMP (data management) TotalTag & other 1st party (from client site and other sources e.g. CRM databases) 3rd party (from brokers and aggregators)
- 9. Globale + lokale Partnerschaften: Private Marketplaces ber 190 globale Partnerschaften Rund 10 lokale Partnerschaften
- 10. Globale + lokale Partnerschaften: Technologie-Partner Unser Partner Management Prozess
- 11. Globale + lokale Partnerschaften: Technologie-Partner Qualitatives Assessment
- 12. Globale + lokale Partnerschaften: Technologie-Partner Quantitatives Assessment
- 13. Kampagnen-Setup Behavioral Targeting1 Contextual Categories2 Whitelists 3 Re- Targeting4 Local PMPs 5 Global PMPs6 Look a like Targeting7 Semantic Targeting / Keywords 8 Above the Fold, etc..9
- 14. Kampagnen Reporting
- 15. Next Stage: Total DMP | Data Management Platform
- 16. Next Stage: Programmatic fr Digital OOH
- 17. Dankeschn Mag.(FH) Barbara Klinser-Kammerzelt xing.com/profile/Barbara_KlinserKammerzelt at.linkedin.com/in/barbaraklinser barbara.klinser@fastbridge.at
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