Digital Advertising Insourcing 040817 SC V2.pdf

Outline of advertising delivery model

1. DIGITAL ADVERTISING
INSOURCING
MARCH 2017

2. 2
AS MARKETERS BEGIN TO UNDERSTAND THE BUSINESS IMPERATIVE OF DELIVERING PERSONALIZED AND RELEVANT EXPERIENCES TO THEIR USERS ACROSS MEDIA CHANNELS
THEY HAVE REALIZED THAT THE KNOWLEDGE OF THEIR DATA AND AUDIENCES IS A STRATEGIC IMPERATIVE AND THEREFORE MUST TAKE OWNERSHIP OF THEIR DATA DRIVEN MARKETING CAPABILITIES

3. 3
INDUSTRY TRENDS HAVE MADE THIS DIFFICULT
MASSIVE GROWTH IN
DATA SOURCESLACK OF
TRANSPARENCY
LITTLE ADVERTISER
CONTROL
FRAGMENTATION OF
TECHNOLOGY
Growth of DMPs,
programmatic buying,
mobile and video
advertising has made
more and more data
available
Increasing need for a
centralized hub to
manage data driven
marketing operationsEach marketing
platform has its own
set of processes,
interfaces, and
datasets
Opaque pricing
structures, coupled
with limited insight into
location of ad
placements

4. 4
THIS IS DRIVING A SHIFT IN HOW COMPANIES EXECUTE THEIR MEDIA CAMPAIGNS
21%
WFA Members currently buying
programmatic media in-house*
68%
Brand advertisers planning on bringing
programmatic in-house in the next 12
months^
*https://digiday.com/uk/5-reasons-taking-programmatic-house-remains-headache/
^http://www.cmo.com/features/articles/2016/2/10/5-facts-no-one-wants-to-tell-you-about-programmatic-advertising.html#gs.w27a94
**http://www.cmo.com/features/articles/2016/3/8/anaforrester-study-fraud-and-transparency-are-top-programmatic-concerns.html#gs.F6AOXsk
31%
Clients who’ve expanded their in-
house programmatic capabilities,
according to recent survey**

5. AS WELL AS EVOLVING THE MEDIA BUYING LANDSCAPE
Static purchase of digital ad
placements via individual contracts
with publishers
Targeting of broad audience segments
Digital media platforms limited to
desktop and mobile
Dynamic purchase of ad placements
via programmatic
Individualized and sophisticated
audience segmentation, powered by
data
Increasingly fragmented media
landscape through growth of digital
media platforms (tablet, OTT devices)
Partners with opaque pricing
structures
Partners with clear fee structures
aligned with incentives of the marketer
YESTERDAYTODAY

6. 6
BY NOT ACTING NOW ADVERTISERS RISK FALLING BEHIND INDUSTRY LEADERS
Limited knowledge of
customers as data
potentially sits across
multiple vendors or
platforms
Lag behind competitors
who understand that data
driven marketing is a core
strategic competency
High dependency on third
party partners & agencies
Proprietary data could be
used without prior
knowledge

7. MOVING TOWARDS AN INSOURCED MODEL IS NOT EASY
•Organization requires personnel with the
appropriate talent to manage digital marketing
campaigns
•Training to acquire skills in digital campaign
management is needed
PEOPLE
•Appropriate structure for digital campaign
management is requiredPROCESS
•Leveraging full capabilities of tech platforms is
complex
•PLACEHOLDER FOR GOOGLE STAT ON
USAGE OF FULL TECH STACK
TECHNOLOGY

8. 8
COMPLEX CHALLENGES REQUIRE BEST-IN-CLASS PARTNERS
The Google Digital Marketing Partnership leverages collective strengths to provide advertisers and marketers with transformative and
deeply integrated marketing platform solutions with a bias towards transparency, cost takeout and technology unification
Best-in-class
unified marketing
& ad technology
stack
Largest and
fastest growing
digital agency
network
worldwide*
Amplifying the power of
technology by deeply
integrating platform
solutions
Specific
Industry Use
Cases and
Skilled
Resources
Unique data
signals from
billions of global
users; Machine
Learning & AI
Global Scale of
Products,
Platforms,
Network &
Infrastructure
Industry and
Enterprise
Technology
Integration
Experience
Maximizing ROI by
deploying program
efficiencies and bringing
new solutions to market
Enabling advertisers to take
control & transparency of their
data
Whatbrings Digital Marketing
PartnershipWat

9. 9
MEDIA PROGRAM STRATEGY
TECHNOLOGY & DATA
MEDIA TEAM OPERATING MODEL
AN INSOURCED DIGITAL ADVERTISING CAPABILITY IS CENTERED ON OWNERSHIP OF THREE KEY AREAS

10. 10
VISION DESIGNOPERATE / OPTIMIZE
•Requirements Gathering
•Media Assessment
•Technical Assessment
•Operating Model
Assessment
•Gap Analysis
•Business Case
Development
•Organizational Design
•Technical Redesign
•Operating Model Design
•Process Redesign
•Measurement Framework
Development
•In-house management of
digital marketing campaigns
•Select brand(s) or Geo(s)
forpilot
•Launch campaigns
A progressively phased engagement to drive efficiency and scale in data driven marketing execution
JOURNEY TO DATA DRIVEN MARKETING TRANSFORMATION
DEPLOY
•Vendor and Technology
Contracting
•Product Implementation
•Product Training
•Process Training
•Recruit, Hire & On-
board
2-3 Months

11. 11
TRANSITION TO OWNERSHIP OF CORE CAPBILTIES DRIVES POSITIVE OUTCOMES ACROSS THE ORGANIZATION
BETTER
UNDERSTANDING OF
CUSTOMERS
INCREASED MEDIA ROI
OWNERSHIP OF DATA
GREATER CONTROL
AND ORGANIZATIONL
MATURITY
OPERATIONAL AND
FINANCIAL
TRANSPARENCY

12. 12
NEXT STEPS
1.Conduct a half-day workshop with business owners to
uncover pain points and opportunities
2.Confirm business and technical challenges
3.Align on priorities

13. 13
VALUE AND EXPECTED OUTCOMES
INCREASED MEDIA
ROI
FULL OPERATIONAL
AND FINANCIAL
TRANSPARENCY
BETTER
UNDERSTANDING
OF CUSTOMERS
GREATER CONTROL
AND
ORGANIZATIONAL
MATURITY
OPERATIONAL
EFFICIENCY

14. THE MEDIA BUYING EVOLUTION
Static pricing models/CPMs set by
publisher and negotiated by agencies
Partner ownership of technology and
data
Use of multiple DSPs’ and resulting
cookie pools
Dynamic pricing model leveraging data
Advertiser ownership of technology
and data
Single cookie pool and resulting single
view of the customer
Partners with opaque pricing
structures and who profit from
inefficiency and arbitrage
Partners with clear fee structures that
are aligned with incentives of the
marketer
YESTERDAYTODAY

15. 15
NEW PRINCIPLES OF DIGITAL ADVERTISING SUCCESS
TECHNOLOGY AND
DATA
SINGLE VIEW OF
THE CUSTOMER
CONSOLIDATED
TECHNOLOGY
OWNERSHIP OF
THE DATA
MEDIA VALUE
CHAIN
TRANSPARENCY
DYNAMIC AND
SCALABLE GLOBAL
OPERATIONS
MEDIA TEAM OPERATING
MODEL
MEDIA PROGRAM STRATEGY

16. 16
FINANCIAL WASTE STILL RAMPANT IN ECOSYSTEM, DESPITE RAPID GROWTH
Global Digital spend now $200BN/ Year, with over half of every dollar going to middleman fees
AdvertiserBuy Side
Advertiser
Rich Media
Vendor
Viewability/
VerificationDMPDSPAd
ExchangeSSPSell Side
AdvertiserPublisherNet Working
Media
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-
-
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17. 17
CAPABILITIES: PROGRAMMATIC MEDIA BUYING
Typical Models
Vision and Build
We can help define the strategy and operating model the
set up the technology, the organization,
and the processes.
Operate and Optimize
For clients looking to bring efficiency, scale, faster time to
market and optimization,We can provide Programmatic as
a Service - operating analytics, ad operations, finance,
and publisher/partner relations.
End-to-End Support
For a client seeking the efficiency of a single partner,
Accenture provides both the Vision and Build as well as
ongoing Operate and Optimize.
Our Capabilities
Platform &
Architecture
Strategy and Build
Organization
Design
Platform
Build &
Integration
Trading Desk
Strategy
Analytics &
Optimization
Data
Management
Campaign
Management
Ad
Operations
Financial
Management
Partnership &
Publisher
RelationsOperations

18. 18
CAPABILITIES: DATA DRIVEN MARKETING
Analytics
•Attribution Modeling
•Segmentation
•Scoring Models Forecasting
•Machine learning algorithms
•Reporting/Insights
•Marketing Analytics
Personalization
•Progressive Profiling
•Recommendations
•Content Targeting
•Landing Page
Optimization
•Test / Learn
Ad Operations
•Programmatic
•Display / Social /
Search
•Dynamic Creative
•Optimization
•Ad Serving
Campaign Management
•Salesforce
•Marketing Automation
•MRM
•Cross Channel
Campaign
Management
Marketing Database
•Customer profiles updated
•Behavior flags
•Attributes / Preferences
Decision Management
•Contact Rules
•Opt-in / Opt-out
•Campaign Decisioning
•Next Best Action
Data Consulting
•Content and User
data taxonomy
•Privacy & Security
Identity
Management
•GUID Design
•ID Registry Standup
Tag
Management
•Data Collection
•Quality Control
Accenture Interactive has broad based
capabilities across all areas of data
driven marketing