Stream­lin­ing the Data-driven Beast

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Sort­ing through what seems like an in­fi­nite num­ber of data points is ex­haust­ing and when it comes to tar­get­ing con­sumers at the in­tent­mo­ment of pur­chase, the task seems al­most im­pos­si­ble. Rima Nakhala, As­so­ciate Dig­i­tal Di­rec­tor, UM MENA ex­pands on the real power of pro­gram­matic and big data. Talk­ing to

she ex­plains the phe­nom­e­nal im­pact this has had es­pe­cially when it comes to cost­ef­fec­tive­ness and per­for­mance.

What are the chal­lenges ad­ver­tis­ing firms are fac­ing in mak­ing the shift to pro­gram­matic, both from a tech­ni­cal stand point and in con­vinc­ing clients to make the leap?

Pub­lish­ers’ col­lab­o­ra­tion is the main chal­lenge in this re­gion, as they are slowly adapt­ing to open their premium in­ven­tory and users’ pro­file data, es­pe­cially the premium video for­mats.

As for the clients, ed­u­ca­tion is the key. They al­ways come back with con­cerns about brand safety, as mak­ing the shift from fixed place­ments to au­di­ence tar­get­ing will make them feel they have less con­trol where their ads would ap­pear.

An­other chal­lenge is mea­sur­ing post click at­tri­bu­tion to sales from pro­gram­matic buys; al­though this in a way is still a work in progress for all dig­i­tal me­dia touch points in gen­eral.

How does pro­gram­matic af­fect the cre­ative as­pect of ad­ver­tis­ing both in the short term and long term?

I would say pro­gram­matic is def­i­nitely “cre­ative A/B test­ing” at its best. The abil­ity to serve rel­e­vant and dy­namic cre­ative mes­sages in real time to seg­mented au­di­ences will change the way clients are pro­duc­ing dig­i­tal cre­ative cam­paigns, as it shouldn’t be any more adap­ta­tion of off­line ma­te­rial.

Big data is of­ten de­scribed as the key be­hind the suc­cess of pro­gram­matic. Please de­scribe its role in pro­gram­matic.

Trad­ing desks use a num­ber of tech­nol­ogy plat­forms to an­a­lyse cam­paign per­for­mance across thou­sands of sites, run pre­dic­tive mod­el­ing and com­plex re­port­ing. Pro­gram­matic cam­paigns gen­er­ate a lot of data and the tools can han­dle big data eas­ily and cre­ate valu­able in­sights in real time - that’s the real power of pro­gram­matic and big data.

Ad­ver­tis­ers will­ing to ex­per­i­ment with me­dia cam­paigns on lead­ing so­cial net­works now have a dis­tinct ad­van­tage mov­ing for­ward. Whether they choose to go big or small, the so­cial web equips ad­ver­tis­ers with sig­nif­i­cantly more con­sumer data points than ever be­fore to im­prove the tar­get­ing and rel­e­vance of on­line ad­ver­tis­ing. Where do you come in and what can you of­fer that in-house mar­keters can't solely do?

Pro­gram­matic through So­cial ad ex­changes com­bine tra­di­tional so­cial me­dia pro­fil­ing with seg­mented Au­di­ence In­tel­li­gence ca­pa­bil­i­ties to cre­ate a unique ap­proach to tar­get­ing. While so­cial net­works tar­get­ing ca­pa­bil­i­ties are based on user in­ter­ests and de­mo­graph­ics, Pro­gram­matic of­fers be­havioural and brows­ing habits from across the web. Au­di­ence pro­files pro­vide more up-to-date in­sights as op­posed to just the static in­for­ma­tion that so­cial me­dia pro­vides.

At UM MENA we have a team of spe­cial­ists as part of our global RTB unit CADREON. Our team is com­prised of qual­i­fied on ground per­son­nel, strate­gists and data an­a­lysts and we have be­spoke and best in class cam­paign man­age­ment tools that en­able us to work on scale. With our team setup, we act as both Artist and Sci­en­tist to de­rive cre­ativ­ity with data driven in­sights.

"Likes,” views and fol­low­ers were all the rage in 2010. De­spite the so­cial me­dia com­mu­nity em­pha­sis­ing en­gage­ment in­stead of reach, me­dia agen­cies quickly learned that en­gage­ment doesn’t scale eas­ily, mak­ing it dif­fi­cult to sell. To­day, the data and an­a­lyt­ics-driven ap­proach is para­mount to drive mar­ket­ing per­for­mance. What’s your stance?

The data an­a­lyt­ics ap­proach is the key to in­crease per­son­al­i­sa­tion and cus­tomi­sa­tion in an age of mass ad­ver­tis­ing; it is the best ap­proach to cut through the clut­ter. By tar­get­ing through mo­ments and not just through de­mo­graph­ics and timings, we will be able to cater to our tar­get au­di­ence ef­fi­ciently and with more rel­e­vant mar­ket­ing mes­sages.

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