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Ma 3.11

Kuten kuvasta näkyy rekisteröityminen on nyt hoidettu etukäteen. Sain myös varmistettua kaksi haastattelua, joista molemmat näillä näkymillä torstaina. Huomenna päästään sitten tositoimiin :>

Tiistai 3.11

getting attention:

Leveraging experts -> critical thinking goes down when you're talking with expert -> story about using lab coat -> perception of expertise is enough

-> not your own company expertise

Blogs as a way to promote your expertise to kill the critical thinking

Reframing discussion:

Using different context 

New business model for news:

Emily Steele NyTimes

Tanya Crodrey from Guardian

-More people reading news than ever -> when bored turning to news

-Not one off-> variety of different models

-A lot of material gave for free -> we have to have this for free: mental model

• Balance of advertising and new models
• People pay for specialised content
• The guardian: Goal not make money but to get more people get the guardian experience
• Not just advertising can cut the costs-> we have jobs n stuff
• Membership: Fysical relationship with readers events and such
• Exclusiveness
• Content you can make money on is easier to make money with: Sell with value proposition
• Replication from print new model of creating money

• People like good stories: it's just the way that stries are found that is changing

• Aika lailla itsestäänselvyykistä keskusteltiin. Oli vähän pettymys ettei keskustelussa päästy syvemmälle

Programmatic advertising

Norman

• Different defices
• Lots of data: exponential increase
• Lots of inventory
• Programmatic uses this data to calculate
• Mobile ad spending is going up: 70% in few years
• Hypertargeteing: 
• Do not base on assumptions people liking hiking one thing like another
• Let's find more on data he does in internet
• Multiple devices and multiple content merged to one: Data from all sources to feed the engine
• Creative use of data
• Using real time data
• Changing advertising based on user preferences:
• The hotel example
• How fast you move in a car affects the complexity of a ad
• ads that are interactive with environment: The air from passing train moves hair
• Panel discussion:
• The absence of creativity in programmatic advertising?
• Basic programmatic: Visit a shoe site, get shoe ads at website
• What programmatic do for brand respect not just conversions
• Programmatic is about efficiency: Less people to do more work Can we get past
• Not just that rented real ester in web: How can we create an experience which leads to conversion?

• The combination of creativity and tech understanding (possibilities) is going to get us further

• Moving discussion from effectiveness to adaptive creativity: Using big data as tool for creativity.

Panel on measuring:

-There has to be a team who does measurement: accountability and drives it in a organisation

• As an advertising your most valuable asset is data
• Teemana täällä näyttää olevan programmatic
• Data is co-owned by user and advertised
• Mutual agreement:
• Better experience for user
• better targeted for advertiser
• This is an responsibility of publisher
• Obligation to understand who your displaying this to
• 2 clients:
• The user who creates the data
• The company you sell this data so they can target their advertising
• > responsibilty
• "Got to do the right thing also in marketing"
• Merging creative version with context and location 
• How to create right value proposition to right person: Different value propositions for different groups through programmatic advertising

Consumer habits: How to make mobile work

-59% of adverts don't even know the most basic info about consumer (age, gender)

-Combining behaviour to what we know about people: Facebook profile, twitter hashtag: Not just behaviour in internet, but what they do outside

-Understanding lives: Ethnographic and combining that to big data

• Combination of small and big data is the way to go
• What is the motivation behind behaviour
• Who these are: Create a segment
• Drive this segment through big data
• What can be found out about this segment?
• Mikä on näiden askeleidein johtopäätös?

• Can we link a person who sees ad in internet to purchase in supermarket:

  
  

  • Loyalty card data

  • Credit card data

  • Mitä muita tapoja?Tähän asiaan ei oikein päästy 

   

  -Turbocharging the funnel:

   -Is funnel linear pipe?

    -Funnel is everything and everywhere

    -The consumer don't think when and where they are for shopping

  
  
  • Funnel is not linear: Clients can come from any point of the sales
• 
  Example:
• When people think of weekend plans?
• When is the right  time to send them suggestion about the weekend?
• Around which time is the best moment for conversions?
• Which medium/device is the best for conversions?

Lets not be afraid of privacy:

-Think about programmatic advertising as an agent who picks you most relevant messages from the millions of messages we receive per day

-Benefit for customer

• Data fuels creativity
• Multichannel approach and think ahead
• Get different teams together and break silos: Bring data sources together
• What are your your actual business goals and metrics:
• Do not get distracted by vanity metrics: Likes, shares so on