George Frangakis, Managing Director of ForestView, took the stage at the AllThingsPerformance conference in Athens and showed the Programmatic way of doing things for better results.

1. THE PROGRAMMATIC WAY
OF DOING THINGS
GEORGE FRANGAKIS

3. What is your reaction?
What do you think she is
going to do?

4. What is your
reaction? What are
the first thoughts
that go through
your mind?

5. 27 X 38
What is the answer to
this calculation? How are
you working it out?

6. Fast Slow

7. Upper Funnel Think Fast
Think Slow
Lower Funnel

8. Has Programmatic Buying
got 2 systems?

9. RTB = Real Time Bidding
Technology that enables you to trade display advertising inventory
- in real-time
- on an auction basis
- Impression-by-impression = Person by person

10. Data
Affecting the valuation of each impression
Do we want to bid on this person?

11. “Programmatic buying is the process of executing media
buys in an automated fashion through digital platforms
such as: exchanges, trading desks, demand-side platforms (DSPs)
and supply-side platforms (SSPs).
Automation
of media buying and selling
(through technology)

12. Programmatic Marketing Thinks
Fast and Slow
THINK FAST THINK SLOW

13. When collecting data
place universal pixels
across the websites

14. Allow budgets to move
Across channels
and days of the month

15. Get Personal
Use dynamic banners

16. Creative
is never finished
Let the data
do the talking

17. Move from CPA to CLV
CLV = Customer Lifetime Value

18. Allow time for profiling
and prospecting

19. Relax
Move away
from strict segments

20. 24/7
Campaigns

21. Cross Screen Optimization
- Sequential messages across screens
- Extend desktop segments across
mobile and vice versa
- Reduce wastage by frequency capping

22. Programmatic Marketing
Relevant advertising messages: to people who actually see them,
to people that have value, because you choose to engage,
$ $ $ $ $ € € € € €
lead to increased engagement,
reduce advertising wastage
and increase conversion rates

23. Buying & Selling of Data
The next frontier

24. THINK SLOW
ACT FAST
THANK YOU
GEORGE FRANGAKIS