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Pascal Winkler presentation at Finance Marketing 2016

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Pascal Winkler (The Hallway) presents on Programmatic Creative: The Intersection of Data and Creativity at Mumbrella's Finance Marketing Summit 2016.

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Pascal Winkler presentation at Finance Marketing 2016

  1. 1. Presentation to 
 Finance Marketing Summit 22 September 2016 Version 1
  2. 2. PASCAL WINKLER Brand and Digital Strategist Head of Connect at The Hallway Pascal is a senior marketing strategist, and in his 12 years in the Australian market has worked across HSBC, Westpac, BT Financial, Bankwest and now ANZ. Pascal joined The Hallway earlier in 2015 as Head of Connect, leading the agency’s PR, social media, programmatic media, search and email marketing offering. As an agency that was built on a
  3. 3. PROGRAMMATIC SEEING THE WOOD FOR THE TREES
  4. 4. © 2016 THE HALLWAY PROGRAMMATIC?!
  5. 5. Automated, algorithmic media buying, enabling pinpoint accuracy of people-based targeting with
  6. 6. PROGRAMMATI EFFICIENCY EFFECTIVENES CONTROL REAL TIME 
 INSIGHTS
  7. 7. Magna Global Programmatic Intelligence Report - September 2015
  8. 8. PROGRAMMATIC IS A BIT LIKE EVERYBODY’S TALKING
  9. 9. OF MARKETERS SAY THEY ARE ‘NOT SURE HOW TO EFFECTIVELY IMPLEMENT OR ANALYSE ATTRIBUTION TRACKING’. 41% AdRoll survey Feb 2016
  10. 10. TRYING TO SEE THE PROGRAMMATIC FOREST…TOO MUCH TALK 
 NOT ENOUGH FOCUS 

  11. 11. © 2016 THE HALLWAY 3 FOCAL POINTS TO MAKE PROGRAMMATIC FLY
  12. 12. © 2016 THE HALLWAY SWEAT THE 
 CREATIVE
  13. 13. PROGRAMMATIC
  14. 14. WHO NEEDS
  15. 15. INPUT: OUTPUT:
  16. 16. 5%
  17. 17. RELEVANCY BECOMES A
  18. 18. © 2016 THE HALLWAY THE SINGLE GREATEST 
 ROI UPLIFT OPPORTUNITY PAUL SINKINSON,

  19. 19. © 2016 THE HALLWAY PAUL SINKINSON,

  20. 20. © 2016 THE HALLWAY THE PROGRAMMATIC BEARHUG
  21. 21. DATAMEDIA CREATIVE TRADITIONAL 
 MODEL time lag time lag time lag
  22. 22. PROGRAMMATIC DATAMEDIA ? CREATIVE real timereal time real time
  23. 23. MEDIA THINKING CREATIVE THINKING
  24. 24. © 2016 THE HALLWAY THE USER EXPERIENCE
  25. 25. FOCUS ON
  26. 26. LET’S MAKE THE
  27. 27. STOP BORING THEM…
  28. 28. OUR BRAINS CRAVE NOVELTY . SURPRIS E IS OUR MOST POWERF UL TOOL.
  29. 29. CONTRO USE PROGRAMMATIC
  30. 30. © 2016 THE HALLWAY CASE STUDIES
  31. 31. GOOGLE (AUSTRALIA)
  32. 32. MASTERCARD (ASIA)
  33. 33. THE ECONOMIST (UK)
  34. 34. © 2016 THE HALLWAY THANK YOU PASCAL.WINKLER@THEHALLWAY.COM.AU

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