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Unifying The Brand With RTB
Gary Milner Director, Global Digital Marketing Strategy
Lenovo
WHO AM I?
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STRANGER IN A STRANGE LAND
Alan PartridgeGeordie accent problems - YouTube
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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”
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A $34B global personal technology company with 30,000 people and customers in 160+ countries.
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A Global Matrixed Organization
2013 LENOVO
CH
INA
AM
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ICA
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IA P
AC
IFIC
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THINK BUSINESS GROUP
LENOVO BUSINESS GROUP
GLOBAL OPERATIONS
CU
ST
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-DR
IVE
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FR
ON
T E
ND
INT
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D
BA
CK
EN
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A View of Media and Digital Myths A View Of How Digital Media Is Bought And Will Be Bought
Content Marketing, Platforms And RTBStrategy On Brand Media Measurement And Investment
Benefits To Lenovo With Examples
TODAY’S TALKING POINTS
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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
NotSeen
DIGITAL MARKETING
MYTHS
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MYTH 1 REALITY
NO REACH
How do you reach the right Audience at the right timeEfficiently with the right creative?
37BAccess 37+ billionImpressions daily
40+Buy inventory
From 40+ countriesMultipleDevices
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MYTH 2 REALITY
LACKS
ACCOUNTABILITY
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MYTH 3 REALITY – IT IS, BUT SOLVEABLE
COMPLEX + WASTEFUL
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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 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
MEDIA, THE OLD WAY
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Bought with insertion orders
HOW IS DIGITAL MEDIA BOUGHT TODAY?
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REMEMBER THIS?
How do you reach the right Audience at the right timeEfficiently with right creative?
Global Pop = 7bn
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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
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HISTORY REPEATS - DIGITAL MEDIA
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DIGITAL DRIVES PLATFORM MODELS – VIDEO
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…AND NOW CONTENT MARKETING DRIVES AUTOMATION
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THE FUTURE IS HAPPENING NOW - CONTENT MARKETING
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Marketing – The New Way Marketing – The Old Way
“The new marketing landscape is aboutearning ownership of the experienceswhere your products are used and brands are shaped…”CONTENT MARKETING”
“Impression Marketing Increasingly Ineffective”
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PLATFORMS PROVIDE SCALABLE CONTENT AMPLIFICATION
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High Volume System Buy
Variety of Media
In real TimeGlobally
Dynamically Adjusted Based On Results
Multi device
PREMIUM MEDIA- OLD WAY Value Should Be Beyond The Impression …
LENOVO NEW WAY – PLATFORM DRIVEN
PLATFORMBUYING +MEASUREMENT
STANDARDMETRICS
BuyAudienceDynamically
Amplify PremiumContent On Platforms
Premium Buying Should Be - Metrics Driven - Contextual (Tech) - Program Based (content/contests/social)NOT SITE BASED
LENOVO BRAND MARKETING INVESTMENT– DATA DRIVEN
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High Volume System Buy
Variety of Media
In real TimeGlobally
Dynamically Adjusted Based On Results
Multi device
PREMIUM MEDIA- OLD WAY Value Should Be Beyond The Impression …
LENOVO NEW WAY – DATA DRIVEN
PLATFORMBUYING +MEASUREMENT
STANDARDMETRICS
Completion Rates
Brand Consideration Lift
CTR
CPV
Move Investment in Media and Creative by Metrics
BuyAudienceDynamically
“VIDEO EXAMPLE”
LENOVO BRAND MARKETING INVESTMENT– DATA DRIVEN
Amplify PremiumContent On Platforms
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PLATFORM STRATEGY BENEFITS ……
CountryAgencies
Geo Marketing
Business Unit
WW Advertising
Digital COE
ALIGN THE ORGANIZATIONREDUCES MEDIA WASTE THROUGH METRICSDRIVES CREATIVE EFFICIENCIES - TESTING IMMEDIATE SCALE WITH TRANSPARENCY AND BRAND SAFETYRESPOND TO RAPID CHANGE
STANDARD METRICS
(Video)
Completion Rate
Brand Consideration
Lift
CPV
CTR
PLATFORM BUYING + MEASUREMENT
SupportsSearch / 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
IN MARKET EXAMPLES
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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
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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 IMPROVEMENTIN MOVING WEIGHTING
2. Product Video
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DYNAMIC OPTIMIZATION TO VIEW TIMES
Mass Media
60% of Impressions
40%
Completion Rate
Tech Media
40% of Impressions
80%+ Completion
Rate
Product Video
DynamicRemix To Tech
THE TIME IS RIGHT FOR
BRANDS…
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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.
APPENDIX
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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 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
