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Role of media planners in a programmatic future
- 1. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 2. 1. The Post-digital Age 2. A Sign of Things to Come: Programmatic 3. Future Proofing for Digital Media Planners Role of Media Planners in a Programmatic Future Cristel Gonzales
- 4. What is Post-digital? It’s the time when someone who lives in a world where the digital is commonplace and accepted, rather than something exciting and new. Role of Media Planners in a Programmatic Future Cristel Gonzales Source: https://post-digital.projects.cavi.au.dk/?p=599
- 5. “Yes, we are now in a digital age, to whatever degree our culture, infrastructure, and economy (in that order) allow us. But the really surprising changes will be elsewhere, in our lifestyle and how we collectively manage ourselves on this planet.” -Nicholas Negroponte Role of Media Planners in a Programmatic Future Cristel Gonzales 4
- 6. Post-digital actually is The end of the beginning. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 8. Are we at that stage already? How did we get here? Role of Media Planners in a Programmatic Future Cristel Gonzales
- 9. Pre-digital age It’s easy to remember this age as a time where devices had just one function. It was where media was physical, and where technologies lived alongside and in parallel to each other, but rarely intertwined. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 10. Role of Media Planners in a Programmatic Future Cristel Gonzales Online Directory Printed MagazinesThe Phone Book Websites 9 Pre-digital age evolved slowly
- 13. Mid-digital age This is a period that straddles the age where digital is just becoming accepted into the mainstream, and the age where digital is fully immersed into our society. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 19. Post-digital era Role of Media Planners in a Programmatic Future Cristel Gonzales Like pre-digital, nobody will think of “digital” in this age. The concept of it will move into the background and, much like oxygen or electricity, we’ll understand digital to be transformative yet irrelevant.
- 20. People will be born truly digitally native. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 22. Role of Media Planners in a Programmatic Future Cristel Gonzales The internet will be a background utility, noticeable only in its absence. 21
- 23. Role of Media Planners in a Programmatic Future Cristel Gonzales Places of physical public congregation will continue to die away as our virtual lives become the safer, more comfortable and more intimate place to be. 22
- 24. A Sign of Things to Come: Programmatic Role of Media Planners in a Programmatic Future Cristel Gonzales
- 25. What Are We Trying To Do? •Identify The Right Moments •Identify Appropriate Platforms •Optimize and Improve Role of Media Planners in a Programmatic Future Cristel Gonzales
- 26. Forms of Paid Media Digital Paid Media Social Networks Ad Networks Content Publishers Search Engine Marketing Self- Service Platforms Role of Media Planners in a Programmatic Future Cristel Gonzales 25
- 27. Online Media Buying Methods Reservation/ Direct Programmatic Role of Media Planners in a Programmatic Future Cristel Gonzales Self-Serve 26
- 28. Old Way of Doing Online Advertising Advertiser Publisher Role of Media Planners in a Programmatic Future Cristel Gonzales 27
- 30. Media Planning in the each Digital Era •Pre-digital: A 1:Many scenario •Mid-digital: The 1:1 scenario •Post-digital: A 1:Moment scenario Role of Media Planners in a Programmatic Future Cristel Gonzales
- 31. Future Proofing the Media Planners
- 32. Programmatic and the Future of Media Planning Programmatic media buying– the automation of process and decisions driven by data, powered by machines—will become the more all-encompassing “programmatic marketing,” where every marketing touch point, whether paid, owned or earned, across the customer lifecycle will be powered programmatically in one way or another. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 33. Role of Media Planners in a Programmatic Future Cristel Gonzales impression site visit (click) acquisition/sale e-mail/site registrant repeat sale online measurable metrics completed lead conversion funnel 32
- 35. Data and Human Experience Leverage on Programmatic and Non-Programmatic Data Role of Media Planners in a Programmatic Future Cristel Gonzales 34
- 36. While digital is everything, everything is not digital. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 37. How to Future Proof Yourself in the Post-Digital World • Be ready. Rather than just working on executional excellence, it’s about developing digital systems and insights to improve capabilities. • Identify barriers. Media planners who need to move quickly, but have low capability are in a challenging position. • Innovate. Spot trends based on sights that could not be determined by machines. Incremental changes over time will eventually lead to valuable insight. Role of Media Planners in a Programmatic Future Cristel Gonzales Source: https://www.resonate.com/thriving-post-digital-world/
- 38. Adding Value to the Programmatic World
- 39. 1. People-Based Insights Are Integral People-based insights, which focuses on the motivations, values, actions, and beliefs of consumers in real-time, will empower clients to make smarter decisions and enable the new world of 1:Moment marketing. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 40. 2. Answering the Why You still need the human element, most importantly to understand why a business is doing marketing—what is their mission, their passion, their goals—and orchestrate a strategy that maps to that. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 41. 3. Embrace the Media Planner Evolution It’s comfortable to always go back to just doing Social, but to effectively influence consumer purchasing decisions, it is critical for marketers and media planners to understand what makes consumers tick – specifically their values, beliefs, motivations and purchase drivers— all through data. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 42. 4. Combine the strengths of Programmatic + Human Values As the processing power of Programmatic Media Buying increases, and gives us the ability to process more and more information in more complex forms, comparisons have been made to the processing power of the human brain. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 45. Decisions based on Data + Experiences Role of Media Planners in a Programmatic Future Cristel Gonzales
- 46. Human touch is still important. Role of Media Planners in a Programmatic Future Cristel Gonzales
- 47. Human Touch: Knowing when to Connect It’s about a shift to the connectedness of automated systems more than a shift to automation. Role of Media Planners in a Programmatic Future Cristel Gonzales