"Get With The Program" by Kevin Ryan of Motivity Marketing rogrammatic platforms seem poised to devour the world of advertising only four years after that puzzling RTB acronym became familiar. But now the game gets serious – as high CPM video, direct, mobile and even TV inventory starts leveraging these technologies and the platforms become core to both buying and selling. Time for a maturity check. Are these technologies, processes, and ready to grow up? As the longest running conference series on all things programmatic, OMMA RTB, enters its third year of international gatherings on the topic, we grill industry leaders on whether the exchange economy really has met and overcome its challenges.

1. GETTING WITH THE PROGRAM
@KEVINMRYAN
MOTIVITY MARKETING, INC.
Rethink
Probable

2. MOTIVITY
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MOTIVITY MARKETING, INC.

3. CONTRIBUTION
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4. CHATTER
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How do we fix it?
What’s worse?
What’s evil?
What’s with the arbitrage?

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MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan

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MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan

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MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan

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MOTIVITY MARKETING, INC.
What the Arbitrage

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MOTIVITY MARKETING, INC.

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MOTIVITY MARKETING, INC.
OPTIMIZATION?
0
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Media Cost
Profit Margin
Stupid Factor

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Marketing Automation:
An enabling technology that
allows us to remove people so
we can communicate with people
better
Photo credit: @KevinMRyan

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Media Automation:
An enabling technology that
allows us to remove the
audience from the audience
reach objective
Photo credit: @KevinMRyan

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Photo credit: @KevinMRyan

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MOTIVITY MARKETING, INC.
What’s evil?

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MOTIVITY MARKETING, INC. Photo credit: Rob’s Twitter Feed

16. CMO’S & TECHNOLOGY
 Social media &
analytics top
priorities in
deployment
“We are redirecting
money from advertising
to develop and build
CRM systems,”
Source URL: http://ibm.co/mPno3H

17. MASS TRANSIT
 Moving people and data is a complicated process
Source URL: http://gtnr.it/1aDdTve

18. MASS TRANSIT
 Strategy is a vestigial tail
Source URL: http://gtnr.it/1aDdTve

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MOTIVITY MARKETING, INC.
What’s worse?

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MOTIVITY MARKETING, INC.

21. EXPERIENCE
 Customers viewed as targets first, advocates second
Source URL: http://ibm.co/mPno3H

22. PEOPLE OR TRANSACTIONS?

23. Brand Control
Your Message:
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Enjoy all the
features of our
Flagship® Suite.
Use our privacy
dividers,
powerports and
tray tables to
create your own
work space and
stay productive
in the air.
Photo credit: @AmericanAir

24. Brand Control?
My Message:
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Photo credit:
@KevinMRyan

25. Brand Control?
THE Message:
If I'm a white noise in your life, if I'm this background
voice that's comforting to know it's there, I could go a
lot farther than I ever could've gone with film. I can go
weird places with you - in the bathroom, on the bus on
the worst plane ride of your life.
You can't demand that the audience do
'appointment viewing' anymore. You have to
make it as easy and accessible as possible.
@ThatKevinSmith25

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MOTIVITY MARKETING, INC.
What’s right?
Photo credit: @KevinMRyan

27. MOTIVITY MARKETING, INC. Photo credit: @KevinMRyan

28. UP TRENDS
Breaking down barriers
Failure factor
Less transacting, more thinking
Audience first
Blending instead of excluding

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MOTIVITY MARKETING, INC.
How do we fix it?
Photo credit: @KevinMRyan

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MOTIVITY MARKETING, INC.
What’s going to make it better?
Photo credit: @KevinMRyan

31. ADVICE
Find connections
Build tech around people
Don’t build tech to avoid people

32. PARTNER SELECTION FOCUS
Industry knowledge
Channel knowledge
Tactical capabilities
Flexible processes
Capabilities & needs
Communication & reporting
Thought leadership

33. ADVICE
Think before you buy
Think before you create
Think before you tell the clients

34. ADVICE
Data isn’t people
Automation isn’t strategy
Don’t panic

35. DO GOOD
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36. BUY MY BOOK

37. YOU’RE WELCOME!
Contact:
www.motivitymarketing.com
info@MotivityMarketing.com
@KevinMRyan