Data-Centric Future of Advertising. DCA in China

Only 20 years ago, marketing was simple: communication channels, as well as access devices, could be counted on the fingers of one hand (if print media may be considered an access device at all).
Today we remember it with nostalgia. Smartphones, tablets, IPTV, Smart TV, social media, web and apps, internet radio — this list can go on and on. User attention scatters, information noise increases.

DCA stands for optimization of advertising communication. It is time to stop thinking channels and realize that it is all about people.

How to build brand-to-consumer communication on individual level? How to provide continuous connection through all devices?

DCA responds with audience data and high-tech solutions. The company's technology stack gives Chinese and world-wide marketing experts broad opportunities to create Integrated User Profile (IUP), combining a company’s knowledge about its customers and providing effective marketing contact.

Transcript

1. Data-Centric Future of Advertising Mikhail Berlizev Managing Director DCA(Data-Centric Alliance) Unite Digital Identity
2. A Russian company specializing in Big Data, heavily loaded systems and Programmatic Advertising. Having one of the largest arrays of anonymous data, DCA develops and delivers a lineup of software products providing various up-to-date marketing solutions.
3. Personal Internet Identity Up to 10 cookies per person Several mobile IDs IPTV/OTT and SmartTV IDs Mobile Number…up to 2 Emails…. More than 3 1. 2. 3. 4. 5.
4. It is time to stop thinking channels and realize it is all about a person.
5. DCA designed Integrated User Profile (IUP) to unite digital identity {• Cookies fingerprint • Mobile ID • Household ID • IPTV ID or OTT ID • Smart TV ID }
6. Less “noise”, more attention
7. Accuracy of the Integrated User Profile is a meter of ecosystem DCA Tech platform CSS Metric service TV channels Offline loyalty program
8. From device to impression Awareness Performance TEXT GRAPHIC S AUDIO VIDEO
9. Social Add Teaser Add Native Add Chat-bot Targeting to audience >2% High CPM High conversion rate Mobile Web Indoor & outdoor Targeting to audience >5% Medium to low CPM Medium conversion rate Under construction Mobile Web TV (Smart TV, IPTV, OTT) Targeting to audience >10% Low CPV Low conversion rate TEXT GRAPHIC S AUDIO VIDEO
10. Real time Statistics Enabling inventory in broadcasting channels 1 2 Programmatic TV: TV SSP Video add 15s Targeting video Ads Flag 30 sec
11. Dynamic creative/content The better you know a person, the more useful things you can tell him Dynamic content IUP Driven conversions
12. Taxonomy Demographics Interests Auto Travelling Food & restaurants Sport TV Music Lifestyle Subculture Entertainment Technology Sex Age Marital status Education Employment Profess. interests Income Intentions Car Finance Ensurance Realty Vacation plans Geography Geo Supergeo (up to 35m)
13. Dynamic audience Predictions: • CPC • Post Click • Target Action Look-alike
14. Brand Safety Whitelist/Blacklist Antifraud & Bot detection
15. Thank you! Mikhail Berlizev Managing Director DCA(Data-Centric Alliance) RED HERRING AWARD 2016