Grupo Newcomm

Grupo Newcomm

Strategy, creative, production & media

Largest media buyer in Brazil

Includes Y&R, Wunderman, VML, Energia & Ação

1st Media Trading Desk in Brazil

Local, regional and global clients

Audience Planning and Buying

Placement Buying x Audience Buying

Content    as  a  proxy  for  target  

Tradi&onal  Buying  

Data    defines  target  

Audience  Buying  

Less  Waste  

Increased  Value  

Placement  Buying    by  packages  

Audience  Buying    at  impression  level    

Placement Buying x Audience Buying

Brand

Direct response

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• Manual  buying,  site-­‐by-­‐site    

• Focus  on  deep  relaAonships  with  small  handful  of  publishers  

• Oriented  to  create  non  standard,  rich,  immersive  brand  experiences  

• Buyers  are  brand  experience  experts  

• PlaEorm-­‐based,  impression-­‐by-­‐impression  

• Focus  on  audiences  targeted  by  behavior,  demography  and  interests      

• Algorithmic  opAmizaAon  based  on  brand  goals  (reach/frequency,  awareness,  favorability)  

• Buyers  are  quanAtaAvely  savvy  and  data-­‐driven  

• Manual  buying,  site-­‐by-­‐site    

• Focus  on  high  volume  and  low  CPM  packages  

• Labor-­‐intensive  opAmizaAon    

• Buyers  are  negoAaAon  experts  

• PlaEorm-­‐based,  impression-­‐by-­‐impression  

• Focus  on  most  responsive  audiences  

• Algorithmic  opAmizaAon  based  on  direct  response  goals  (Conversions,  CPA,  ROAS,  MOAS)  

• Buyers  are  quanAtaAvely  savvy  and  data-­‐driven  

® ®

This opportunity requires a change in the way we buy, manage, evaluate, and optimize digital media.

•  Works  as  an  agency’s  internal  center  of  excellence,  supporAng  clients  wishing  to  tap  into  this  new  buying  model    

•  Manages  programmaAc,  bid-­‐based    media  and  audience  buying  direct    from  publishers  and  ad  exchanges,    eliminaAng  intermediates  such  as    ad  networks  

•  Operates  a  licensed  demand-­‐side    plaEorms  (DSP)  and  other  audience    buying  technologies.  

Trading Desk

Data Collection In order to start with audience buying, we first need to collect available data about our targets, using both tag management and cookie matching techniques

3rd  Party  data  •  Data  Vendors  •  Sydicated  research  

2nd  Party  Data  •  Ad  server  •  Online  Campaigns  

1st  Party  Data  • Web  ProperAes  •  MarkeAng  Databases  •  Proprietary  Research  

Data    defines  target  

Audience  Buying  

Data Acquisition We already incorporated 3rd party vendors data and are ready to onboard new sources like online panels, surveys and offline databases.

Interests & Intention

Ad hoc research

Demographics Lifestyle Multi-device

Online behavior

Consumer Panel

Offline behavior Consumer Segments

Data    defines  target  

Audience  Buying  

Data Vendors

Advertiser Properties

DSP / DMP

display video mobile

Consumer Publishers

Behavior data

Behavior data

Data Management All captured data is anonymized and stored in the media buying platform (DSP) with data management capabilities (DMP)

Clicks on Ads

Offline Data

Research

®

Trading Desk

Audience Management Several actionable segments (audiences) are developed using distinct data sources

WEB PROPERTIES GEOGRAPHIC

CLICKS & SALES 3rd PARTY DATA

® Retargeting 5dd SP / SP

MSN

Woman 30-40 Beauty

To support the trading desk we use Dataxu, one of the best DPS/DMP technologies avaliable according to Forrester Reseach.

Audience management

Campaign Management

Insights and Reports

Inventory Management

DSP / DMP Technology

Other Partners

DESIGN  

TACTICAL PLANNING & BUYING

•  Custom buys

•  Programmatic buys

•  Search engine marketing

•  Audience Creation

DIRECTION  

STRATEGY & CHANNEL PLANNING

•  Goal setting •  Investment

management •  Channel role & mix •  Audience Planning

EVALUATE  

TRACKING / MONITORING

•  Campaign Analytics

•  Buzz metrics

•  Path to conversion

•  Audience Insights

DELIVER  

MEDIA IMPLEMENTATION/ OPERATIONS

•  Adops

•  Tagging

•  Optimization

•  Audience management

Portals      

Search    

Social  Media      

Video      

Mobile    

Data  Vendors    

Ad  Exchanges          

Research  Companies   Analy&cs  Providers                            

Tag  Genera&on  &  Deployment    

Other  Tools      

Ad  Servers  /  DCO      

Ad  Networks    

 

DSPs  /  DMP    

Audience (media) Buying Audiences are used to select targets for online campaigns and to calculate the right bid for each impression in real time media auctions

display video mobile

Publishers

DSP / DMP

Right  price  for  each  impression Ad / Private Exchange

Right    message Context

Trading Desk

Media Buying Optimization Performance results are dinamically analized and budget is adjusted in order to reach performance goals

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

0.80%

0.90%

1.00%

R$0

R$1,000

R$2,000

R$3,000

R$4,000

R$5,000

R$6,000

09:00 10:00 11:00 12:00 13:00

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Retargeting 5dd SP / SP

IDGNow!HH 18-40

Esporte

Seamless access to billions of exchange impressions on display, video, mobile and social media, reaching 90% of Brazilian internet audience;

Inventory Management

Plus access to premium inventory from local publishers; And intelligent decisioning for direct buys, both guaranteed and non-guaranteed.

60.889BN

710 MM 337MM

Brand  Safety  

Data    Protec&on  

Four levels of brand safety including Ad Exchange filters, dynamic semantic black and white lists plus client specified lists

All Personally Identifiable Information data is anonymized and can only be used from our domains

No data sharing among clients, exclusive environment available.

PII    Protec&on  

Brand and Data Safety

Media insights Learning on consideration period, retargeting modeling, optimal frequency and more

Media insights: Example Telco: Modem campaign

Campaign performs better during weekends

Peak response rate is reached at 36 impressions 81% of retargeting actions occur within 2.0 days

90% actions completed within 3.9 days

Consumer Insights Top and bottom performing audience profiles in terms of the 3rd party data segments

Consumer insights: Example Telco: SVA Campaign

Potential target: executives ultra connected

More responsive target: Parents with kids

Consumer insights: Example Telco: Device Campaign

Less responsive target: Soccer moms

More responsive target: Trendy homemakers

Consumer insights: Example Areas of interest for Small Business visitors can be used to select the right context to placement buys

Gourmet

PersonalFinances

Telephone

LuxuryCars Apple

Outside TrackField

Cellphone

Management Cars

HomeBuilding Vehicles

CrimePages

FurnitureDecor

TravelTourism Peripherals

Menswear

Gifts

Combat

Motoring

EconomyFinance

Wedding

Tablet

Relationship Industry

RealEstateMarket

Gadgets

MBA

0.15%

0.20%

0.25%

0.30%

0.35%

0.40%

0.45%

0.00%   0.50%   1.00%   1.50%   2.00%   2.50%   3.00%   3.50%   4.00%  

Affi

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Penetration

SMB Vistors x Navegg Interests

So how you could benefit from Audience Buying?

Audience Buying Benefits

Gain efficiency, scale and intelligence

Focus on the target segments for each brand

Manage reach and frequency across publishers

More    Performance  

Minimize    dispersion  

Reduce  waste  

Leverage  proper&es    

Customer  Intelligence  

Leverage existing campaigns and digital properties by retargeting consumers across multiple channels

Optimize budget based on results (site visits, engagement, awareness, favorability, purchase intention)

Generate insights about cross category customer behavior

Budget    Op&miza&on  

Audience Buying Benefits

The game changer

Q/A

Thank You!