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Digiday Media Buying Summit Fall 2019 | R&R Partners


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Presented by Fletcher Whitwell

Published in: Marketing
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Digiday Media Buying Summit Fall 2019 | R&R Partners

  1. 1. Digiday Digital Buying Summit Don’t Replicate. Innovate: 
 How to Build Successful Programmatic Practices
  2. 2. My Journey to Today Top 30 U.S. Tennis Player University of Mississippi Hall of Fame Distinguished Radio/ Agency Career Named Partner at 
 R&R Partners Plaintiff in Nevada Marriage Equality Lawsuit
  3. 3. All-in with Programmatic 3 100% 3,400% 6,700% 0,000% 2016 2017 2018 2019 2020 2021 $81.00 $70.23 $59.45 $49.23 $35.82 $25.48 48.2% 48.2% 37.5% 20.7% 18.1% 15.3% 73% 79.3% 83% 84.9% 86.3% 87.5% 2016 2017 2018 2019 2020 2021 Programmatic digital display ad spending % Change % Total digital display ad spending 29% In-House Operations Agency 43% Mixed Model 28% “ If the rate of change on the outside exceeds the rate on the inside, the end is near.” Jack Welch Former CEO, GE U.S. Programmatic Digital Display Ad Spending 2016 - 2021 Programmatic Trading Model Landscape
  4. 4. 4 Build Foundation 
 & Differentiate Explore Identifying the most opportunistic target audience and the channels they consume. E=mc 2 Map Securing the most effective paid and owned placements, and ensuring the right creative content/message. Conquer Ensuring that data and insights continuously fuel the plan with near real-time opportunities. Channel creative 
 connectivity Content owned 
 channels Media plan, buy, report One fully integrated and cross-trained media and publishing team.
  5. 5. 5 Multi-million dollar investment in our tech/tools suite: OOH Customize your
 Tech Stack Tag Management Ad Serving Reporting Programmatic Verification/Fraud Search TV Buying Social Audience Buying
  6. 6. 6 $450 MillionMedia Buying Power … and Establish Credibility Best Practice Partner Promoted Pins Beta Partner Factual Foot Traffic Beta Partner Video Beta Partner 200+ Alphas & Betas Certifications/Engagements
  7. 7. Always Keep Audience
 Front & Center Unified ID Solution Global Reach/Integrations Maximize/Ingest Data First Party Data Second Party Data Third Party Data VALUE SCALE Beyond Digital Online/Offline Measurement
  8. 8. 8 Prove Value/Monetize Programmatic Fee Incremental Revenue
 to Agency $500,000+ • Data Alliance Savings • WhiteOps + Ads.txt Savings • Predictive Clearing Savings • Data Promotion Savings • Managed Service Savings DSP Lifetime Savings Estimated $4.3 million
  9. 9. Q&A 9
  10. 10. My Ideal State/ Imperatives Clients should hold and store their own data. Agencies should maximize and amplify the data. 10 There is a need for universal ID. DSPs and walled gardens need to get on board. Business results should be all of our main KPI. 
 The industry as a whole needs to have more robust, open API systems and transparent data practices to help us get there. 1 2 3
  11. 11. Than Than Than Thank You Prepared by: R&R Partners Company Representative Fletcher Whitwell Partner, Chief Media & Publishing Officer
 @fletchwhit Date Issued: October 17, 2019