Aiden Carroll - Hack the stack: 5 ways to automate like a human (Turing Fest 2019)

Everyone has a different perception of paid media, and even more so of it’s bigger, scarier, better sibling, programmatic marketing. We are all guilty of occasionally doing marketing 1.0 in a 3.0 world, a little bit like sticking a five year old in a Ferrari.

We need to be smarter than that, because if we are not careful we’ll be using new technology in old ways. I hate the word integration, and just because the whole team is using the stack, doesn’t mean they are working together. Brand messaging is one size, repetitive and stuck at the top of the funnel. Performance messaging is locked into an eternal spiral of “buy now” and “join us” garbage. Basically everybody is not at their best. This talk explores how the factors of programmable advertising (automation, data, integration & scale) come together, and hopefully don’t blow your brand and budget to pieces. Maybe, you’ll even start to move past simple planning, linear leveraging of the buying technology and start serving the right messages, in the right way, to the right people.

Maybe.

Transcript

1. © THE COLORING IN DEPARTMENT 2019 @ColoringIn © THE COLORING IN DEPARTMENT 2018 @ColoringIn FIVE WAYS TO AUTOMATE 
 LIKE A HUMAN
2. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Aiden_ _Carroll linkedin.com/in/aidencarroll aiden@thecoloringindepartment.com thecoloringindepartment.com AIDEN CARROLL
3. © THE COLORING IN DEPARTMENT 2019 @ColoringIn What’s on the menu Have an ambition Have an audience Have a message Have a format Have measurement
4. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Baby In A Ferrari © THE COLORING IN DEPARTMENT 2019 @ColoringIn CID O1
5. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Panic! (verb) - Something you do at the disco Person 1: I completely panicked the other day. Person 2: I didn't know you went to the disco!
6. © THE COLORING IN DEPARTMENT 2019 @ColoringIn AMBITION © THE COLORING IN DEPARTMENT 2019 @ColoringIn
7. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Line up from 0 to 100 What percentage of your marketing budget delivers the right message to the right person at the right time? © THE COLORING IN DEPARTMENT 2019 @ColoringIn
8. © THE COLORING IN DEPARTMENT 2019 @ColoringIn REAL TIME BUYING AUTOMATION 
 OF ADVERTISING AUDIENCE 
 DATA DIGITALISATION 
 OF DATA FEEDS PROGRAMMATIC
9. © THE COLORING IN DEPARTMENT 2019 @ColoringIn PUSHING IRRELEVANT ADS TO PEOPLE STALKING PEOPLE AROUND 
 THE MOMENT OF PURCHASE Mismatch between branding and performance
10. © THE COLORING IN DEPARTMENT 2019 @ColoringIn HUMAN NEEDS ADVERTISING GOALS SHORT-TERM IMPACT, LONG-TERM DAMAGE. You annoy people
11. © THE COLORING IN DEPARTMENT 2019 @ColoringIn YOU DON’T GET IN 
 THE WAY. 
 ZERO IMPACT. You annoy your boss HUMAN NEEDS ADVERTISING GOALS
12. © THE COLORING IN DEPARTMENT 2019 @ColoringIn AUDIENCE © THE COLORING IN DEPARTMENT 2019 @ColoringIn
13. © THE COLORING IN DEPARTMENT 2019 @ColoringIn What do we mean by audience? WHAT DO THEY WANT? WHO ARE THEY?
14. © THE COLORING IN DEPARTMENT 2019 @ColoringIn I WANT TO KNOW... I WANT TO GO... I WANT TO WATCH... I WANT TO FIND OUT... I WANT TO BUY...
15. © THE COLORING IN DEPARTMENT 2019 @ColoringIn I want to set 
 my alarm. I want to text Joe 
 about the accident. I want to be 
 more healthy. I want to watch a 
 show on Netflix. TOO GENERIC. INTRUSIVE. TOO VAGUE. TEDIOUS. Moments you should avoid
16. © THE COLORING IN DEPARTMENT 2019 @ColoringIn What’s the point of the report? You want to isolate organic traffic from the website to see how your SEO strategy is working for you. YOUR DATA What’s the point of the report? You want to isolate organic traffic from the website to see how your SEO strategy is working for you. MEDIA PLATFORM What’s the point of the report? You want to isolate organic traffic from the website to see how your SEO strategy is working for you. 3RD PARTY
17. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Your Data: Remarketing Remarketing based on website or app behaviour: Abandoned their shopping basket People who visited your online store added products to their basket but didn’t complete the purchase Remarketing based on website or app behaviour: New Visitors People who visited your website for the first time Remarketing based on website or app behaviour: Visited a specific page of your website People who have visited a specific product page Remarketing based on website or app behaviour: Visited your website People who have visited any page of your website
18. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Media Platform: Affinity Affinity: Foodie People who go out their way to find cool new food experiences rather than just ‘somewhere to eat’ Affinity: Skiing Holidays People who are looking specifically for skiing trips Affinity: Family Movies People who are looking to watch a family movie Affinity: Business News People who are looking for the latest business news
19. © THE COLORING IN DEPARTMENT 2019 @ColoringIn 3rd Party Stocks Stock breakout The value of your stock exceeds your defined threshold Weather: Rainy, sunny, cold or warm day The weather is rainy, sunny, cold or warm in the area that you define
20. © THE COLORING IN DEPARTMENT 2019 @ColoringIn How do you know if you found the right ones?
21. © THE COLORING IN DEPARTMENT 2019 @ColoringIn MESSAGE © THE COLORING IN DEPARTMENT 2019 @ColoringIn
22. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Subscribe to our playlist club: every week a new playlist you love Julian, Tech Geek Your smartphone can be your stereo remote Here’s how the app works These are the speakers and options you can buy Here’s a great playlist based on your favourite concert Zed, Concert Lover Every room in your house should be a concert Here’s what people say about out quality sound Listen for yourself in store X near you Example WHAT WILL YOU SAY TO CAPTURE ATTENTION? HOW CAN YOU INSPIRE OR PROVIDE MORE INFORMATION? WHAT CAN YOU SAY TO TRANSFER INTENTION INTO ACTION? HOW CAN YOU CREATE LOYALTY OR AN ADVOCATE?
23. © THE COLORING IN DEPARTMENT 2019 @ColoringIn FORMAT © THE COLORING IN DEPARTMENT 2019 @ColoringIn
24. © THE COLORING IN DEPARTMENT 2019 @ColoringIn What is programmatic creative? Digital ad creative that contains design elements, which integrate with programmatic and real-time buying strategies. It enables advertisers to deliver a message that is tailored to the audience viewing it and the environment on which it’s being viewed.
25. © THE COLORING IN DEPARTMENT 2019 @ColoringIn POP-UP ADS AUTO-PLAYING VIDEO ADS 
 WITH SOUNDS LARGE STICKY ADS FULL SCREEN SCROLL-OVER ADS Disliked desktop and mobile ad experiences
26. © THE COLORING IN DEPARTMENT 2019 @ColoringIn SKIPPABLE VIDEO AD SHORT NON- SKIPPABLE VIDEO AD INLINE AD Ad • 0:35 Ad • 0:06 Better Ad Experiences
27. © THE COLORING IN DEPARTMENT 2019 @ColoringIn VIDEO DISPLAY TEXT Ad • 0:35 Ads: What works best for a given intent?
28. © THE COLORING IN DEPARTMENT 2019 @ColoringIn • Schedule? Anytime. • TV? Any screen. • Max. 30s? Any length. • Professionals? Anyone. Video: No limitations
29. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Dynamic Ads
30. © THE COLORING IN DEPARTMENT 2019 @ColoringIn ORDER NOW Linizio Lungo Ristretto Vivalto 25% OFF MACHINES 25OF FREE COFFEE HOLIDAY SAVINGS + FREE SHIPPING SHOP NOW in the US $
31. © THE COLORING IN DEPARTMENT 2019 @ColoringIn What should brands do? HELPFUL ADVERTISING IMPACTFUL ADVERTISING PRINCIPLES THAT CAN HELP TO GROW YOUR BRAND ONLINE.
32. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Creative principles in a digital world Link to the brand Could you replace the brand 
 with a competing brand? Digital first Would this be possible 
 in TV or in a magazine? Do they match the 
 user’s expectation? Aware of intent
33. © THE COLORING IN DEPARTMENT 2019 @ColoringIn MEASUREMENT © THE COLORING IN DEPARTMENT 2019 @ColoringIn MEASUREMENT © THE COLORING IN DEPARTMENT 2019 @ColoringIn
34. © THE COLORING IN DEPARTMENT 2019 @ColoringIn KPI Breakdown DID I GET A GOOD PRICE? WAS IT SHOWN TO WHO I WANTED? DID PEOPLE ACTUALLY SEE/WATCH IT? DID PEOPLE ENGAGE WITH IT? DID I COME OUT ON TOP? # Cost per Mille //thousand impressions (CPM) # Viewable CPM (vCPM) # Nielsen OCR (Digital Ad Ratings) # ComScore vCE # Brand Safety Metrics # Cost per completed view (CPCV) # Viewability # Measurable rate # Audio Video on Completion (AVOC ) # Completed-views # Cost per Click (CPC) # Click-through rate (CTR) # Engagement rate # Cost per hour (CPH) # Cost per acquisition (CPA) # Return on Ad Spend (ROAS) # View-through conversion (VT) # Revenue per mille (RPM) Inquiring minds want to know:
35. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Did the campaign help to grow your business?
36. © THE COLORING IN DEPARTMENT 2019 @ColoringIn A typical measurement model CONVERSIONS • Number of Online Sales • Average CPX REACH • Number of Impressions • Average CPM
37. © THE COLORING IN DEPARTMENT 2019 @ColoringIn WHAT’S KICKIN’ CHICKEN? Campaign Objective Key Performance Indicator Secondary Metrics ATTENTION TIME MONEY FRIENDS KPI #1 + Goal KPI #2 + Goal KPI #3 + Goal KPI #1 + Goal KPI #2 + Goal KPI #3 + Goal KPI #1 + Goal KPI #2 + Goal KPI #3 + Goal KPI #1 + Goal KPI #2 + Goal KPI #3 + Goal Metric #1 Metric #2 Metric #1 Metric #2 Metric #1 Metric #2 Metric #1 Metric #2 K P I s Measurement Plan
38. © THE COLORING IN DEPARTMENT 2019 @ColoringIn WHAT’S KICKIN’ CHICKEN? Campaign Objective Key Performance Indicator Secondary Metrics ATTENTION TIME MONEY FRIENDS KPI #1 + Goal KPI #2 + Goal KPI #3 + Goal KPI #1 + Goal KPI #2 + Goal KPI #3 + Goal KPI #1 + Goal KPI #2 + Goal KPI #3 + Goal KPI #1 + Goal KPI #2 + Goal KPI #3 + Goal Metric #1 Metric #2 Metric #1 Metric #2 Metric #1 Metric #2 Metric #1 Metric #2 K P I s Measurement Plan DID YOU HIT YOUR OBJECTIVE? NO? WHY NOT?
39. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Universal limitations of data ROI from short term goals is easier to quantify than for long term You can’t predict the ROI of something you never tried
40. © THE COLORING IN DEPARTMENT 2019 @ColoringIn THE END IS NIGH © THE COLORING IN DEPARTMENT 2019 @ColoringIn
41. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Unite your geeks, suits and creatives
42. © THE COLORING IN DEPARTMENT 2019 @ColoringIn SPOT THE TALENT GAP IN YOUR ORG.
43. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
44. © THE COLORING IN DEPARTMENT 2019 @ColoringIn EVERYTHING IS GOING TO BE OK!
45. © THE COLORING IN DEPARTMENT 2019 @ColoringIn IN SPACE…NO ONE CAN HEAR YOUR QUESTIONS… @ColoringIn