LICENCE
TO
DISRUPT
An
entrepreneur’s
guide to
programmatic
TOM BOWMAN
SENIOR VICE PRESIDENT
SALES OPERATIONS AND
COMMERCIA...
INNOVATION NOT
COMMODITISATION
The real
purpose of
programmatic
Enable more
varied and
creative media
strategies
Add more ...
DATA MANAGEMENT PLATFORMS (DMPs)
Ad Exchanges
Ad Networks
THE CURRENCY OF CONFIDENCE
Ad Agencies Publishers
Trading
Desks
...
IT MUST NOT DEFINE WHY YOU BUY
Buying
audiences
through data
Buying contexts
through
content
Interpret objectives to spot ...
PROGRAMMATIC WORKS BEST WHEN IT’S
PROGRAMMED WITH A PURPOSE
Programmatic
logic that works
brilliantly for
some objectives
...
THE GOLDFISH CONUNDRUM
Your media
strategy cannot
be defined by
what
technology is
good at
Because media
strategy is about...
CREATING VALUE THROUGH CONNECTION…
Programmatic
doesn’t do
non-standard Ingenuity
identifies how to
create value:
entrepre...
IF YOU HAVEN’T EXPLAINED IT,
IT’S NOT AN OPPORTUNITY
OMP
PMP
Direct
NativeorAFC
NON-GUARANTEED
NON-GUARANTEED GUARANTEED
L...
COLLABORATIONAND INTERVENTION…
MAKING THE SUPPLY CHAIN WORK
100
100
15
85
5
80
30
50
65%
15
85
Agency
Commission
Ad Servin...
ENTREPRENEURIAL THINKING
DRIVING STRATEGIC PLANNING
Clients can
buy with
confidence
Automation
enables
agility,
flexibilit...
A PLAYBOOK FOR PROGRAMMATIC
Create
unique value
Spot the
opportunity
Be disruptive
Be an
entrepreneur
advertising.bbcworldwide.com
Thank you
TOM BOWMAN
SENIOR VICE PRESIDENT
SALES OPERATIONS AND
COMMERCIAL PRODUCTION
@tomkbo...
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License to Disrupt: An Entrepreneur's Guide to Programmatic

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The arrival of programmatic should unleash the entrepreneurial potential of media planning. It should enable us to interpret client objectives and client briefs innovatively, and put together creative media strategies that make full use of the audience opportunities that data illuminates. Tom Bowman explains how the only solution is to use data more adventurously to explore opportunities.

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License to Disrupt: An Entrepreneur's Guide to Programmatic

  1. 1. LICENCE TO DISRUPT An entrepreneur’s guide to programmatic TOM BOWMAN SENIOR VICE PRESIDENT SALES OPERATIONS AND COMMERCIAL PRODUCTION
  2. 2. INNOVATION NOT COMMODITISATION The real purpose of programmatic Enable more varied and creative media strategies Add more value
  3. 3. DATA MANAGEMENT PLATFORMS (DMPs) Ad Exchanges Ad Networks THE CURRENCY OF CONFIDENCE Ad Agencies Publishers Trading Desks Demand-side Platforms (DSPs) Supply-side Platforms (SSPs) ADVERTISER
  4. 4. IT MUST NOT DEFINE WHY YOU BUY Buying audiences through data Buying contexts through content Interpret objectives to spot the right opportunity Deliver results
  5. 5. PROGRAMMATIC WORKS BEST WHEN IT’S PROGRAMMED WITH A PURPOSE Programmatic logic that works brilliantly for some objectives can constrain others Clients cannot be reassured if we are not clear about what is driving value
  6. 6. THE GOLDFISH CONUNDRUM Your media strategy cannot be defined by what technology is good at Because media strategy is about more than interaction in the here and now
  7. 7. CREATING VALUE THROUGH CONNECTION… Programmatic doesn’t do non-standard Ingenuity identifies how to create value: entrepreneurs needed Stand-out through context, value through stand-out
  8. 8. IF YOU HAVEN’T EXPLAINED IT, IT’S NOT AN OPPORTUNITY OMP PMP Direct NativeorAFC NON-GUARANTEED NON-GUARANTEED GUARANTEED Limited formats No targeting Brand safe Targeting More formats Data deals Brand clear All formats Targeting Integration
  9. 9. COLLABORATIONAND INTERVENTION… MAKING THE SUPPLY CHAIN WORK 100 100 15 85 5 80 30 50 65% 15 85 Agency Commission Ad Serving Data Costs Cost of Sales Agency Commission Trading Desk Cost DSP Costs Ad Exchange Cost SSP Costs 20 65 8 57 7 50 15 35 50%
  10. 10. ENTREPRENEURIAL THINKING DRIVING STRATEGIC PLANNING Clients can buy with confidence Automation enables agility, flexibility and transparency Entrepreneurs build out the opportunity
  11. 11. A PLAYBOOK FOR PROGRAMMATIC Create unique value Spot the opportunity Be disruptive Be an entrepreneur
  12. 12. advertising.bbcworldwide.com Thank you TOM BOWMAN SENIOR VICE PRESIDENT SALES OPERATIONS AND COMMERCIAL PRODUCTION @tomkbowman
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