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Programmatic advertising proposal for Anheuser-Busch In Bev

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Priyamvadha Ramakrishnan
Priyamvadha Ramakrishnan

On behalf of the advertising agency Mediacom, my team and I have put together a programmatic advertising proposal for Anheuser-Busch In Bev's flagship beer brands - Elysian and Blue Point Brewery.

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Programmatic advertising proposal for Anheuser-Busch In Bev
Marketing & Advertising Goals ELYSIAN BLUE POINT AWARENESS RECOGNITION DIFFERENTIATOR INCREASE SALES AWARENESS SHARE OF MIND
target audience ADULTS: 21 TO 34 YEARS EXPLORER TREND FOLLOWER COST AWARE ENTHUSIAST - PERSONA - ADULTS: 21 TO 49 YEARS EPICURE CELEBRATOR - PERSONA - LOCAL ELYSIAN BLUE POINT
Challenges - COMPETITORS - - ENGAGEMENT - - ACQUISITION - - FCC REGULATIONS -
CONTENT & COMMUNICATIONS AGENCY NETWORK OF 5,800 PEOPLE IN 123 OFFICES ACROSS 98 COUNTRIES AROUND THE WORLD. NETWORK OF THE YEAR AT THE GLOBAL M&M AWARDS FOR IN 2009, 2010, 2011 + 2013, About US
Strategy ESPN Premium Placements Previously used publishers ad networks target personas via social media Creative Strategies Test + Optimize
Required data - Retail transaction data - Loyalty data - Scanner data - Target audience behavioral - Technographic and contextual data TO PREPARE BY AGENCY TARGET AUDIENCE PROFILES CRM
Budget Elysian Brewing Co. 5% 5% 15% 6% 2% 5% 10% 12% 40% ESPN-Direct Ad-Exchange Ad-Network Creative Social Media Transactional Cost Agency Fee Testing Margin Error Blue Point Brewing Co. 5% 5% 15% 6% 2% 5% 10% 12% 40% ESPN-Direct Ad-Exchange Ad-Network Creative Social Media Transactional Cost Agency Fee Testing Margin Error
Creative X f Long-islander or not It’s the Lager that matters! nothing like the usual x imperial can only meanone thing
X f forgetthesky, headtotheclouds! Creative
microsite United States Choose State Legal Cookies About Us ©2016 - Anheuser Busch SUBMIT SIGN UP TO RECEIVE ALERTS ON OUR LATETS OFFERS & GAIN ACCESS TO EXCLUSIVE PROMOTIONS!!! Your EmailYour Name United States Choose State Legal Cookies About Us ©2016 - Anheuser Busch SUBMIT SIGN UP TO RECEIVE ALERTS ON OUR LATETS OFFERS & GAIN ACCESS TO EXCLUSIVE PROMOTIONS!!! Your EmailYour Name UTILIZE MICROSITE TO COLLECT 1ST PARTY DATA - ADS ON ESPN.COM WILL TAKE THE USERS TO MICRO SITES - COLLECT DATA - RE-NEGOTIATE BUDGET WITH ESPN DEPENDING ON THE AMOUNT OF USERS THE MICROSITE RECEIVES
It’s the Lager that matters! Long-islander or not nothing like the usual forgetthesky, headtotheclouds! Blue Point Brewery Happy National Lager Day to our favorite national treasure: Toasted Lager, an American Amber Ale with a crisp taste and long-lasting smooth finish. Sing-in for special OFFERS & DISCOUNTS social media
SPACE DUST IPA Great Pumpkin Promoted by ElysianBrewing ElysianBrewing social media
Data Management Platform - Krux Reduce transaction costs by 75% FULFILLS ESPN MOTIVE: DIRECT ACCESS TO PREMIUM DATA AT SCALE EXPAND EXISTING SPONSORSHIPS + MEDIA INVESTMENTS DIRECT CONNECTIVITY WITH PUBLISHERS GRANULAR DATA CONNECTING SECOND PARTY DATA SHARING
LEVERAGE RUBICON’S FAST LANE FOR HEADER BIDDING SOLUTIONS - STRIKE UNIQUE PMP AGREEMENTS - TARGET DEALS AT SCALE FOR MAXIMUM REACH AND CONTROL - ENGAGE WITH TOP PRIORITY INVENTORY SEGMENTS ( ESPN PREMIUM CONTENT CONSUMERS) Demand Side Platform - The Rubicon Project
Flashtalking UPDATE LIVE & AUTOMATED RETARGET COST EFFECTIVE PERSONALIZED INCREASE PERFORMANCE
Viewability - moat BRAND SAFE HUMAN VIEWABLE
ROI Analysis BRAND AWARENESS PURCHASE INFLUENCE ACCESSIBILITY MIND SHARE SURVEY OFFLINE + ONLINE DATA GOOGLE TRENDS, TIME SPENT WATCHING VIDEOS, HASHTAGS VISITS, UNIQUE LOG-INS, COUPONS DOWNLOADS, SALES COMPARISON SOCIAL SHARING / COMMENTS, SOCIAL MENTIONS SALES REVIEW
Advantages GATHER & ANALYZE DATA EFFICIENTLY IMPROVE TARGETING CAPACITY EFFICIENT INTEGRATED BUYING PLATFORM REACH A LOT OF PROSPECTS ACROSS MULTIPLE SCREENS REMAIN ON THE TARGETS TO OF MIND
Next Steps Finalize working teams, Preferred Communicatio n formats and expectations Define KPIs and Metrics. Agree on Creative Direction Co-create whitelists and brand requirements. Define guidelines and expectations. Measure results Review Refine Firm Expectations Launch and Iterate

More Related Content

Programmatic advertising proposal for Anheuser-Busch In Bev

  • 2. Marketing & Advertising Goals ELYSIAN BLUE POINT AWARENESS RECOGNITION DIFFERENTIATOR INCREASE SALES AWARENESS SHARE OF MIND
  • 3. target audience ADULTS: 21 TO 34 YEARS EXPLORER TREND FOLLOWER COST AWARE ENTHUSIAST - PERSONA - ADULTS: 21 TO 49 YEARS EPICURE CELEBRATOR - PERSONA - LOCAL ELYSIAN BLUE POINT
  • 4. Challenges - COMPETITORS - - ENGAGEMENT - - ACQUISITION - - FCC REGULATIONS -
  • 5. CONTENT & COMMUNICATIONS AGENCY NETWORK OF 5,800 PEOPLE IN 123 OFFICES ACROSS 98 COUNTRIES AROUND THE WORLD. NETWORK OF THE YEAR AT THE GLOBAL M&M AWARDS FOR IN 2009, 2010, 2011 + 2013, About US
  • 6. Strategy ESPN Premium Placements Previously used publishers ad networks target personas via social media Creative Strategies Test + Optimize
  • 7. Required data - Retail transaction data - Loyalty data - Scanner data - Target audience behavioral - Technographic and contextual data TO PREPARE BY AGENCY TARGET AUDIENCE PROFILES CRM
  • 8. Budget Elysian Brewing Co. 5% 5% 15% 6% 2% 5% 10% 12% 40% ESPN-Direct Ad-Exchange Ad-Network Creative Social Media Transactional Cost Agency Fee Testing Margin Error Blue Point Brewing Co. 5% 5% 15% 6% 2% 5% 10% 12% 40% ESPN-Direct Ad-Exchange Ad-Network Creative Social Media Transactional Cost Agency Fee Testing Margin Error
  • 9. Creative X f Long-islander or not It’s the Lager that matters! nothing like the usual x imperial can only meanone thing
  • 11. microsite United States Choose State Legal Cookies About Us ©2016 - Anheuser Busch SUBMIT SIGN UP TO RECEIVE ALERTS ON OUR LATETS OFFERS & GAIN ACCESS TO EXCLUSIVE PROMOTIONS!!! Your EmailYour Name United States Choose State Legal Cookies About Us ©2016 - Anheuser Busch SUBMIT SIGN UP TO RECEIVE ALERTS ON OUR LATETS OFFERS & GAIN ACCESS TO EXCLUSIVE PROMOTIONS!!! Your EmailYour Name UTILIZE MICROSITE TO COLLECT 1ST PARTY DATA - ADS ON ESPN.COM WILL TAKE THE USERS TO MICRO SITES - COLLECT DATA - RE-NEGOTIATE BUDGET WITH ESPN DEPENDING ON THE AMOUNT OF USERS THE MICROSITE RECEIVES
  • 12. It’s the Lager that matters! Long-islander or not nothing like the usual forgetthesky, headtotheclouds! Blue Point Brewery Happy National Lager Day to our favorite national treasure: Toasted Lager, an American Amber Ale with a crisp taste and long-lasting smooth finish. Sing-in for special OFFERS & DISCOUNTS social media
  • 13. SPACE DUST IPA Great Pumpkin Promoted by ElysianBrewing ElysianBrewing social media
  • 14. Data Management Platform - Krux Reduce transaction costs by 75% FULFILLS ESPN MOTIVE: DIRECT ACCESS TO PREMIUM DATA AT SCALE EXPAND EXISTING SPONSORSHIPS + MEDIA INVESTMENTS DIRECT CONNECTIVITY WITH PUBLISHERS GRANULAR DATA CONNECTING SECOND PARTY DATA SHARING
  • 15. LEVERAGE RUBICON’S FAST LANE FOR HEADER BIDDING SOLUTIONS - STRIKE UNIQUE PMP AGREEMENTS - TARGET DEALS AT SCALE FOR MAXIMUM REACH AND CONTROL - ENGAGE WITH TOP PRIORITY INVENTORY SEGMENTS ( ESPN PREMIUM CONTENT CONSUMERS) Demand Side Platform - The Rubicon Project
  • 16. Flashtalking UPDATE LIVE & AUTOMATED RETARGET COST EFFECTIVE PERSONALIZED INCREASE PERFORMANCE
  • 17. Viewability - moat BRAND SAFE HUMAN VIEWABLE
  • 18. ROI Analysis BRAND AWARENESS PURCHASE INFLUENCE ACCESSIBILITY MIND SHARE SURVEY OFFLINE + ONLINE DATA GOOGLE TRENDS, TIME SPENT WATCHING VIDEOS, HASHTAGS VISITS, UNIQUE LOG-INS, COUPONS DOWNLOADS, SALES COMPARISON SOCIAL SHARING / COMMENTS, SOCIAL MENTIONS SALES REVIEW
  • 19. Advantages GATHER & ANALYZE DATA EFFICIENTLY IMPROVE TARGETING CAPACITY EFFICIENT INTEGRATED BUYING PLATFORM REACH A LOT OF PROSPECTS ACROSS MULTIPLE SCREENS REMAIN ON THE TARGETS TO OF MIND
  • 20. Next Steps Finalize working teams, Preferred Communicatio n formats and expectations Define KPIs and Metrics. Agree on Creative Direction Co-create whitelists and brand requirements. Define guidelines and expectations. Measure results Review Refine Firm Expectations Launch and Iterate