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Digiday Programmatic Media Summit Fall 2019 | Bleacher Report

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Presented by Alyssa Chu

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Digiday Programmatic Media Summit Fall 2019 | Bleacher Report

  1. 1. HOWTOMARRYA STRONGDIRECT-IO BUSINESSTO PROGRAMMATIC
  2. 2. ALYSSA CHU BLEACHER REPORT PROGRAMMATIC DIRECTOR
  3. 3. THESEVENSTAGESOF ROBOTREPLACEMENTThe Inevitable: Understanding The 12 Technological Forces That Will Shape Our Future by Kevin Kelly 1. A robot/computer cannot possibly do the tasks that I do. 2. OK, it can do a lot of those tasks, but it can’t do everything I do. 3. OK, it can do everything I do, except it needs me when it breaks down, which is often. 4. OK, it operates flawlessly on routine stuff, but I need to train it for new tasks. 5. OK, OK, it can have my old boring job, because it’s obvious that was not a job that humans were meant to do. 6. Wow, now that robots are doing my old job, my new job is much more interesting and pays more! 7. I am so glad a robot/computer cannot possibly do what I do now.
  4. 4. OUR ECOSYSTEM WEB MOBILE APP SOCIAL EXPERIENTIAL PLAYMAKER E-COMMERCE DATA & INSIGHTS INFLUENCER
  5. 5. DATA Gain first-hand visibility into what people want, where  they go, and what they do with AT&T’s rich data. 170MM 
 DIRECT-TO-CONSUMER RELATIONSHIPS MOBILE+PAYTV+BROADBAND Location Data: Mobile location data provides the opportunity to accurately reach your audience based on the physical locations they visit Viewership Interests: TV viewership data provides the richness and granularity to reach your audience based on the genres and shows they watch Browsing Behaviors: Website and app browsing behaviors are curated to reach audiences based on their category interests and intent
  6. 6. STILL GROWING $81BPROGRAMMATIC DISPLAY 83%PROGRAMMATIC DIRECT 63%MOBILE SOURCE: EMARKETER PROGRAMMATIC AD SPENDING FORECAST 2019
  7. 7. LET’SDISTILLITDOWN INTEGRATEPROGRAMMATIC SALES ORG HOW TO INTEGRATE: Compensate your sales org for Programmatic Direct Revenue YIELD&REVENUE STRATEGY HOW TO INTEGRATE: Develop pricing structures that supports competition and does not devalue your audience REVENUE& ADOPS HOW TO INTEGRATE: Create efficient workflows and provide ongoing training and education with your partners
  8. 8. OUR ECOSYSTEM WEB MOBILE APP SOCIAL EXPERIENTIAL PLAYMAKER E-COMMERCE DATA & INSIGHTS INFLUENCER
  9. 9. DIRECTIO PROGRAMMATIC GUARANTEED PREFERREDDEAL PRIVATEAUCTION OPENEXCHANGE PRIORITY HIGH LOW GUARANTEED • Same priority as direct IO media • Standard media and takeovers, custom units, YouTube, etc. NON-GUARANTEED • Preferred deals are pricing high • Private auction floors are higher than open exchange CPMs • Only standard media is available YIELD&REVENUESTRATEGY
  10. 10. REVENUEOPS&ADOPS PROGRAMMATICPROCESS SALESREVENUESTRATEGYADOPS No Yes Accepted Rejected ONGOINGEDUCATIONEFFICIENTWORKFLOWS
  11. 11. “Thisisnotaraceagainstthemachines. Thisisaracewiththemachines. Itisinevitable. - Kevin Kelly
  12. 12. THANKYOU

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