GroupM case: Xaxis per Lottomatica. l uso dei Dati nel Programmatic Buying come leva per il successo

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1 GroupM case: Xaxis per Lottomatica l uso dei Dati nel Programmatic Buying come leva per il successo

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3 3 CONNECT THE DOTS

4 4 EVERYTHING STARTS WITH DATA

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6 World s largest Programmatic Media Company 750+ Million in Sales 2,700 Clients Offices Markets Employees Global Partnerships Impressions 600 Billion

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8 Conquering a complex Ecosystem

9 Deliver the right message to the right user = less wastage & better ROI

10 Data is a key lever for the Xaxis proposition Dedicated team of industry experts Data used for audience profiling and analytics Data & Audience Planning 1 st Party 2 nd Party Inventory Management 3 rd Party Technology Cross Plan Dual strategy of proprietary technology coupled with partnership integrations DSP DMP Partnerships Private Deal Publisher Upfront RTB Multiple inventory sources and trading methodologies

11 Introducing Turbine TURBINE The next-generation Data Management Platform 11

12 Turbine in three steps 1 INGEST Data ingested through Tags Xaxis Turbine 3 TARGET Efficiently get your Audiences to where they are, when they are needed 2 PROCESS Processing in Real Time

13 Our core models Interests Audiences Demographics Audiences Interaction Look-alike Audiences

14 Xaxis Audience Targeting Approach Flight

15 Interest audiences +200 Interest Technology Automotive Business Culture & Entertainment Games Health Hobbies News Food & Drink Personal Finance Pets Science Shopping Travel Sports

16 Demographic audiences Predict fixed audience attributes Gender Based on specific demographic attributes 18+ Age Require integration with 3 rd party data sources or surveys Income

17 Xaxis Products Xaxis Display Standard IAB ad formats to target the online users in target groups Xaxis Video Extend your TV buys across the web with the brand impact of online video ads Xaxis Light TV Viewers Reach Light Tv Viewers balancing incremental reach with digital media Xaxis Sync Reach your lost TV GRP simultaneously on second screen Xaxis Meteo Planning Maximum reach impact in minimum time accordingly to specific weather conditions Xaxis Mobile Engage your audience when they re using their mobile

18 Xaxis SYNC Advanced algorithms analyze audio waveforms of TV spot. Unique identifier/fingerprint given to spot. TV commercial is recognized in real-time upon airing. LIVE TV COMMERCIAL Within 2-3 seconds trigger is fired to the DSP. 18 Cross-device matching delivers display ads within 5-10 minutes.

19 Xaxis Meteo Planning Client Need Increase Sales during specific weather conditions e.g. sunny with T>24 Xaxis Solution Thanks to Xaxis DMP, we can automatically adjust advertising delivery according to weather conditions Xaxis Results Save money in rainydays and focus online adv investments when people are more likely interested, resulting in sales increase at lower CPA. LOW DELIVERY WHEN RAINING HIGH DELIVERY IN SUNNY DAYS GEO-TARGETING AT A PROVINCE LEVEL HIGH DELIVERY DURING EVENING AND FROM MONDAY TO THURSDAY

20 Light TV Viewers Panellist Panellist Cookie Cookie Cookie 1 Online survey asks panellists questions: lineartv < 3h/d 2 Survey respondents are classified into segments: Light vs Heavy 3 Xaxis cookies are classified using cookie sync with correct attribute 4 Look-alike audiences created using panellist cookies as seeds 5 Xaxis Light TV Viewers segment is ready to be used cross screen Xaxis can deliver a digital campaign to Light TV Viewers segment in order to maximize incremental reach gain through digital channels, that TV alone could not efficiently deliver

21 Advanced analytics journey Step 1. Get The Basics Right Reach and Overlap Redeploy investment to sites that provide unique reach (&convert) Temporal & Freq. Pref Quantify frequency caps through time, and campaign type Brand Impact Quality impact of advertising upon brand metrics Step 2. Enhance & Grow Site Attribution Quantify how site mix drives conversion performance Audience Attr. Quantify the effect of upper funnel activity upon lower funnel Channel Attr. Quantify the effect of display activity upon other digital channels Step 3. Expand To New Areas Brand Attribution Quantify the halo effects of activity from one brand to other brands Product Attribution Halo effects one product type upon other product types Audience Insight Identify audiences that out & under-perform

22 Audience Insight TARGET AUDIENCES VERIFIED NEW AUDIENCES DISCOVERED

23 Audience Discovery Key Brand Characteristics Product Specific Characteristics

24 24 Lottomatica

25 Lottomatica, ma non solo Lottomatica SPA fa parte di IGT, azienda leader mondiale nel settore gioco e lotterie LOTTOMATICA.IT Dipendenti nel mondo 60 Paesi nel mondo Headquarter Londra Sedi operative a Roma, Boston, Las Vegas

26 Come scegliamo dove pianificare Partiamo dal controllo dei basics 1 Analisi della delivery, copertura, frequenza tra siti 2 Analisi temporali settimanali e orarie

27 Come scegliamo dove pianificare Analizziamo come migliorare la pianificazione 3 Analisi path to conversion e confronto dei risultati tra diversi metodi di attribuzione 4 Analisi sinergie tra upper e lower funnel

28 Come scegliamo dove pianificare Capiamo quali nuove aree esplorare 5 Audience Discovery 6 Analisi qualitative del traffic al sito per prodotto

29 I risultati Aperture Nuovi Conti Gioco Tempo Medio di Conversione + 18% aperture conti gioco YTD -40% del tempo di conversione

30 What s next? Sfruttare le opportunità di mercato, grazie all integrazione tra i dati di CRM e i dati Media 696k Giocanti mensili attivi Dic 14 Tot.Mercato 489k Giocanti silenti nel mese Dic 14 Tot.Mercato 1.679k Giocanti dormienti Dic 14 Tot Mercato 7 CRM + Media 2.8 mio giocanti * Fonte Osservatorio Gioco Online Dicembre 2014

31 31 Thank You Name Event/Title Subtitle Date