Programmatic as a                      Means to Meeting                      your Marketing Goals                      Dar...
Google Marketplace Development team  connects brand advertisers with premium  publishers through programmatic ad tradingGo...
1                 WHAT is programmatic media trading ?2                 WHY do we need it?3                 HOW is it work...
What is Programmatic                        Media Trading?                 What does programmatic trading mean?    How doe...
Programmatic buying is the process of executing media buys in   an automated fashion through digital platforms such as:exc...
The programmatic vision of media buying....               Media plan in Excel             Media plan in DSP  Phoning media...
Programmatic trading has moved fromconcept to reality      RTB   Impressions  on AdX 2010-      2012Google confidential
20% of Display spending projected to bedelivered programmatically in 2013Google confidential
Why do we need Programmatic        Media Trading?What is the value proposition? How is it being received in the market? Wh...
Targeting and operational efficiency benefitsmake programmatic attractive to marketers                      Audience Buyin...
Buyer feedback has been positiveKelloggs On ROI:We’ve seen tremendous results when using programmaticbuying. Depending on ...
For publishers, data-infused programmatic   buying on quality inventory will grow CPMsEmerging ad types and pricing models...
How does Programmatic Media              Trading work in practice?What are private marketplaces? What programmatic strateg...
Programmatic buying brings with it new,    safer ways of connecting buyers & sellersReservation Buyingads sold via direct ...
Private Marketplaces offer preferentialaccess in return for higher CPMs        Open Auction   Private Auctions        Pref...
How the Private Marketplace options worktogether with the open auction                                  Fixed Price       ...
First look at user is possible where ad serverand ad platform integration exists                                          ...
Deliver a targeted brand message to thatuser within the creative                          • Headline –                    ...
Buying and selling is easy through theMarketplace UISolicit offers, negotiate, and execute, all without sending an email o...
Several common publisher strategies onPrivate Marketplaces (PMPs) are emerging1) Develop PMP relationships with existing d...
Questions?Google confidential
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Programmatic as a means to meeting your marketing goals by Darragh Daunt - Incisive Create Ad Effectiveness

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Programmatic as a means to meeting your marketing goals by Darragh Daunt - Incisive Create Ad Effectiveness

  1. 1. Programmatic as a Means to Meeting your Marketing Goals Darragh Daunt Marketplace Development GoogleGoogle confidential
  2. 2. Google Marketplace Development team connects brand advertisers with premium publishers through programmatic ad tradingGoogle confidential
  3. 3. 1 WHAT is programmatic media trading ?2 WHY do we need it?3 HOW is it working in practice?4 QuestionsGoogle confidential
  4. 4. What is Programmatic Media Trading? What does programmatic trading mean? How does it differ to current media trading? How big is this market?Google confidential
  5. 5. Programmatic buying is the process of executing media buys in an automated fashion through digital platforms such as:exchanges, trading desks, and demand-side platforms (DSPs). Fax Machines Cutting & Pasting Google confidential
  6. 6. The programmatic vision of media buying.... Media plan in Excel Media plan in DSP Phoning media owners for avails Check Exchange or use RTB Approval from clients No change here! Negotiations and buying Private Auction / First Look / RTB Collect creative specs Dynamic / One size fits most Sign & fax IO’s Eradicated Upload to iDESK / Adazzle Same but fewer billing points Trafficking & send tags Generated by the DSP Pulling reports / cutting & pasting Live dashboardGoogle confidential
  7. 7. Programmatic trading has moved fromconcept to reality RTB Impressions on AdX 2010- 2012Google confidential
  8. 8. 20% of Display spending projected to bedelivered programmatically in 2013Google confidential
  9. 9. Why do we need Programmatic Media Trading?What is the value proposition? How is it being received in the market? What’s in it for publishers? Google confidential
  10. 10. Targeting and operational efficiency benefitsmake programmatic attractive to marketers Audience BuyingA+B Real-time decision-making for every impression. Consolidation C Consolidation of buying points and channels. Data D Targeting users with 1st & 3rd party data. Efficiency E Less time spent faxing and trafficking. Greater ROI from universal frequency capping and centralised re-targeting.Google confidential
  11. 11. Buyer feedback has been positiveKelloggs On ROI:We’ve seen tremendous results when using programmaticbuying. Depending on the brand, the digital media ROIs have increasedas much as six times, according to our 3rd party market mix models.Kelloggs On efficiency:Bottom line, programmatic buying is more efficient, more effective andmore transparent than the traditional digital media buying model. It’smore efficient because it’s automated and eliminates expensiveoverhead.Bob Arnold, Associate Director of Digital Strategy, Kelloggs, Nov ‘12 Google Confidential and Proprietary 11
  12. 12. For publishers, data-infused programmatic buying on quality inventory will grow CPMsEmerging ad types and pricing models will get a bigger share of budgets by2017, according to the report. Program media, fueled by audience targeting,will offer the best performance. As marketers compete for similar audiencesegments and number of bids increase, average CPM prices of exchangeimpressions will rise from $3.17 to $6.64 by 2017.Forrester: Data, program buying to support $28 Billion forDisplay Media in 2017, MediaPost Oct, 10th, 2012 Google confidential
  13. 13. How does Programmatic Media Trading work in practice?What are private marketplaces? What programmatic strategies are buyers and sellers using? Google confidential
  14. 14. Programmatic buying brings with it new, safer ways of connecting buyers & sellersReservation Buyingads sold via direct Ad Networkstransactions between ad networks aggregatedadvertisers/agencies and inventory and sold it to Ad Exchangespublishers advertisers. helped a real-time Private publishers by selling marketplace with a Exchanges inventory they could not large pool of liquid Exclusive advertiser-to- sell themselves inventory not sold in publisher inventory direct buys relationships for programmatic 1990s purchasing in brand safe environments today Google confidential
  15. 15. Private Marketplaces offer preferentialaccess in return for higher CPMs Open Auction Private Auctions Preferred Deals Private Marketplace OptionsGoogle confidential 1 5
  16. 16. How the Private Marketplace options worktogether with the open auction Fixed Price Description Publisher Deal One Buyer Fixed-price, Pre-auction deal with one buyer. First Tier: Preferred Deals Private Publisher Auction Select Buyers 2nd price auction with select group of buyers. Second Tier: Variable CPM floors set Private Auctions per buyer. Open All Buyers Publisher 2nd price auction with Auction all buyers, minus Third Tier: those blocked. Open AuctionGoogle confidentialGoogle confidential
  17. 17. First look at user is possible where ad serverand ad platform integration exists Preferred Deal Direct Sales Direct Sales Private Auction Preferred Deal Private Auction Open Auction Open AuctionGoogle confidential
  18. 18. Deliver a targeted brand message to thatuser within the creative • Headline – weather based • Product images – weather based • Product copy – product based • Footer image – weather based • Local Lowe’s – IP zip code based • Call-To-Action – User interest based Google confidential
  19. 19. Buying and selling is easy through theMarketplace UISolicit offers, negotiate, and execute, all without sending an email or picking upthe phone. Google confidential
  20. 20. Several common publisher strategies onPrivate Marketplaces (PMPs) are emerging1) Develop PMP relationships with existing direct advertiser clients to provide more ways to help them meet marketing goals2) Use a PMP as a channel to engage with new advertisers where no relationship has existed previously3) Give existing programmatic buyers in the open auction preferential access in return for higher CPMs4) Look at programmatic PMPs as way to automate some parts of an existing a buyer relationshipGoogle confidential
  21. 21. Questions?Google confidential

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