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  • 3D's of audience targeting
  • Behavioural targeting and audience
  • Platform agnostic across video / television
Increasing the necessity of humanising data Why our viewers consumer the way they consume. connect with people in the moments that matter Tomorrow argument is WHY is that data important  


Germany's "Miniatur Wunderland" is the world's largest model railway. With over 50,000 feet of track connecting seven distinct areas, it's one of the most impressive models you'll ever see in your life.  

From Tech, a Flipboard magazine by Alec Ellin

Germany's "Miniatur Wunderland" is the world's largest model railway. With over 50,000 feet of track…

Read it on techinsider.io



Woolworth serves 3mil people each day across 1k supermarkets in ANZ and dominates web traffic for supermarkets

  • Businesses appreciate saving time 4% of customers = 11% of revenue Shop twice as frequently to remain loyal
  • B2b landscape
2.5m registered business 700k actively trading $7.5b opportunity Challenges
  • Brand perception as b2c
  • Broad size target to argent
  • More challenged customer expectations
  • Well established competitors


NOTE:  Please find my crude notes taken from Ad:tech Sydney March 2016. Please excuse any typos as this was written on the fly and with my life is now consumed with my beautiful 5 month old  daughter and work @ROKT. As such this hasn't been edited, typos and poor autocorrections from my iPad Pro will entail.    Evolve from commercials to content - move from disruptive to engaging advertising 10 fundamentals of #content #marketing

Topical valuable and relatable content is key Michael shanks Sochi video that went viral Rhettandlink - YouTube viral video creators - https://www.youtube.com/user/RhettandLink "When people share this, what 10 words will they use to describe it to their friends" Discoverability - trending and evergreen Geico example - scape goal example "It's what you do.." https://www.youtube.com/watch?v=U-EZizbG7ms Ensure a good split of evergreen plus trending topics Stereotypes but dude perfect - great content PepsiCo ad on football with in uk with projected field and drones     Conversational: Must be talking to the customers - responding to audience, Toyota brand example - Toyota hilux material add - "SKIP IT... SKIP IT.." Make compelling videos.. Interactivity - Who won, who's text, you decide ERB video on YouTube. Jamie Oliver - choose your own adventure Consistency - Don't focus on timing of content, but the content in content. "Capture your tent poles and string your content throughout the year on these core topics" Bad lip reading - great format of dubbing over content with lip reading. https://m.youtube.com/watch?v=RKOZgQy8qrw Nike - Sustainability - If the audience loves it can you make more of it. Tent pole moments - each of the product launches this are the things we need to focus all attention towards on our content strategy Focus on high attention moment  
Learn YouTube’s top strategies for developing digital content. Think long haul, not one commercial at a time. Develop a content strategy to grow loyal customers. Build a sustainable customer base that you can engage in a relationship with.