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Evento AdTech & Data 2016 - The Reign of Programmatic - Joanna O'Connel - MediaMath
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Evento realizado no Teatro Cetip, em 30/08/2016.
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Evento AdTech & Data 2016 - The Reign of Programmatic - Joanna O'Connel - MediaMath
1.
IAB AdTech &
Data | Joanna O’Connell, CMO MediaMath Trending and Here to Stay The Reign of Programmatic
2.
©2016 MediaMath Inc.
2 “It no longer makes economic sense to send a message to the many in hopes of persuading the few.” -‐ Lawrence Light Former CMO, McDonald’s
3.
©2016 MediaMath Inc.
3 “Why would I not buy media in a way that I can get data back and use it to make smart decisions?” -‐ Bonin Bough VP, Global Media & Consumer Engagement, Mondelez International
4.
©2016 MediaMath Inc.
4 “It’s silly that ‘programmatic’ is this special thing. [More efficient targeting] is the most useful thing for us. We won’t spend less money. We’ll spend more in digital. We’ll get a better ROI. It’s a virtuous cycle.” “There’s a little bit of laziness and a little bit of fear on [the big media agencies’] side and on the sites’ side that programmatic will ruin them – I don’t think that at all. Not understanding it is what will really ruin them.” From the mouth of a real marketer (honest)
5.
©2016 MediaMath Inc.
5 But what IS Programmatic? Humans using the automation of process and decisions, driven by data and powered through machines, to deliver business outcomes
6.
©2016 MediaMath Inc.
6 Some Context May Help…
7.
©2016 MediaMath Inc.
7 Mid – Late 1990s Mid – Late 2000s Present Day The Future Coming Soon In the US, it all started in the 90s
8.
©2016 MediaMath Inc.
8 Evolution of Programmatic in US Transformed Five Big Areas AudienceMedia Intelligence Talent Platform
9.
©2016 MediaMath Inc.
9 Evolution of Programmatic in US: Audience 3P Behavioral and Contextual 1P Onboarding 2P Coop IdentityDemographics Audience
10.
©2016 MediaMath Inc.
10 Evolution of Programmatic in US: Media Bulk Media Buys Exchanges/SSPs DSP Private Deals & Curated Marketplaces CDN Infrastructure Header Bidding Pub Buys Media
11.
©2016 MediaMath Inc.
11 Evolution of Programmatic in US: Intelligence Integrated Attribution Last Click Optimization Standalone Attribution Incremental OutcomesMachine Learning Publisher-‐defined Metrics Intelligence
12.
©2016 MediaMath Inc.
12 Evolution of Programmatic in US: Talent Domain Expertise Arbitrage Outsource Transparent Managed Outsource Triumvirate Talent In-‐House Expertise
13.
©2016 MediaMath Inc.
13 Evolution of Programmatic in US: Platform Multi-‐Tennant UI APIs & Customizable Interface Single Tenant UI Platform & Operating Partner Platform
14.
©2016 MediaMath Inc.
14 So What Does All of This Mean For Buyers?
15.
©2016 MediaMath Inc.
15 From publisher driven… to marketer driven $20 VPM $12 VPM $2.50 VPM $.75 VPM $4.25 VPM $6 VPM $6 CPM
16.
©2016 MediaMath Inc.
16 From random guesses… to true audience targeting
17.
©2016 MediaMath Inc.
17 From siloed… to unified Programmatic Software
18.
©2016 MediaMath Inc.
18 From display only… To omni channel and omni platform
19.
©2016 MediaMath Inc.
19 Brazil’s Opportunity Good news -‐ some of you have already made the leap! AudienceMedia Intelligence Talent Platform Shift from ad networks to curated markets via PMPs Inheritance of mobile as dominant strategy Activation of 1P data via DMPs; reduced reliance on 3P data Shift from click-‐centric measurements to true business KPIs Embrace of programmatic training and certification Insistence on a unified view of customers across devices Client demand of transparency and results right from the get-‐go Emergence of multi-‐ relational model
20.
©2016 MediaMath Inc.
20 Where We’re Going
21.
©2016 MediaMath Inc.
21 Source: AdExchanger.com 9/28/15 “Magna Global: Programmatic Will Eat Half Of Display And Video Ad Budgets By 2019” 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2014 2015 2019 Global Programmatic Penetration Programmatic Non-‐Programmatic 76% 24% 69% 31% 50% 50% Programmatic continues its global growth… look at 2019!
22.
©2016 MediaMath Inc.
22 Key Brands Are Vowing to Go Programmatic First “ Telstra already has 65% of its digital spend going through programmatic…Their ambition is to have 80% going through some sort of programmatic capacity by the end of the year. “ “ American Express would like to transform their Display Media Channel to become 100% programmatic. “ “ Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year “ “ We’ve [Kellogg’s] seen tremendous results when using programmatic buying. Depending on the brand, the digital media ROIs have increased as much as six times “
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23 Ad Tech and Mar Tech will converge The convergence of Ad Tech and Mar Tech is connecting the dots between paid media and marketers’ owned channels
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24 “Programmatic Marketing” will power the full range of marketing touchpoints, whatever a marketer’s goal, in whatever channel • Display • Video • Mobile • Paid Social • Search • TV Targeted Reach and Frequency + Ensuing anonymous action(s) Engagement with/across brand(s) Conversion to customer Loyalty, cross-‐sell, upsell First anonymous digital touch point Managing A Consumer’s Journey
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25 So What Should You Do TODAY to Be A Part of That Future?
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©2016 MediaMath Inc.
26 Scale by creating a virtuous cycle A simple formula! Increase Marketer ROI, reduce LOE Focus on win-‐wins: share in ROI in order to incentive partners to expand footprint Expand programmatic footprint (more touchpoints, better data = quality decisions)
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27 Scale by investing in success AND innovation 80% Proven & Scalable 20% Innovation
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28 In Summary § A prescription to accelerate and scale § Fully embrace Programmatic; learn from the past § Follow the virtuous cycle § Invest for the future
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