Ayuda Media Systems‘ CEO Andreas Soupliotis (“The only man ever to return a Tesla because he didn’t like the UI”, said Cotterill) spoke in great detail about programmatic buying – but it was very hard to follow! Even media buyers I talked to said that they had struggled. The holy grail – for Soupliotis – is a private marketplace that enables a direct link to media buyers.
Joe Clark and Kate Fitzgerald of Dunnhumby discussed Big Data. The company launched the Clubcard with Tesco in 1995, and has been gathering data on shopping habits ever since. Customers are changing now, faster than ever – mobile ownership is rising, people are always connected and multi-task more – and retailers are changing in response. Big Data helps them to do this.
Dunnhumby leverages data to drive long-term loyalty for brands and retailers by creating targeted offers for consumers. The company understands where, when and how Clubcard holders shop, what newspapers they read and if they are online. This can lead to personalised communications, and – in the future – will be able to be used for targeted, personal campaigns.
Clark and Fitzgerald discussed JCDecaux’s Smartscreen network (Display Monitor Vol 21 No 11): a network of more than 400 65″ screens outside Tesco stores around the country. These are currently being used in a very traditional way, with a two-weekly loop. Fitzgerald argued for a new way of advertising to better target customers based on their shopping habits, the time of day, the weather and so on. Loops could go down to hourly with this type of advertising.