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Digiday State of the Industry with MediaMath

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Matt Spiegel, SVP, GM of Americas for MediaMath, will present the findings of a new study conducted with Digiday to better understand how retail marketers are incorporating programmatic practices into their strategies. The findings reveal the scope of retail marketers that have adopted the programmatic approach, as well as insight into the specific marketing goals for which they are leveraging the approach and seeing the greatest impact. Furthermore, the results also provide an understanding of how data-driven retail marketers plan to refine and update their programmatic efforts in the upcoming year

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Digiday State of the Industry with MediaMath

  1. 1. Programmatic Practices: The Future is Now Presenter: Matt Spiegel – SVP, GM Americas, MediaMath
  2. 2. Let’s start with some questions…. © 2013 MediaMath, Inc. All rights reserved. Confidential.
  3. 3. "The use of technology to automate processes and the use of math to improve results. It is the future of marketing, available now.” - Joe Zawadzki, CEO, MediaMath © 2013 MediaMath, Inc. All rights reserved. Confidential. 2
  4. 4. Almost Everyone Is Using Programmatic Current state Future state 92% 85% 64% are doing so aggressively Advertisers currently deploying real-time bidding strategies today Advertisers who expect to engage in programmatic marketing approaches in next two years Sources: Winterberry Group, Programmatic Everywhere, November 2013, N=263 © 2013 MediaMath, Inc. All rights reserved. Confidential. 3
  5. 5. Taking a dual approach © 2013 MediaMath, Inc. All rights reserved. Confidential. 4
  6. 6. Its Not Only About DR For Retailers Using Programmatic Direct Response Branding/Awareness 77% 61% Retail advertisers 55% of advertisers say they are using programmatic to “effectively engage” target audiences* Agencies acting on behalf of retailers Using programmatic for DR (remarketing and prospecting)** 41% 30% Retail advertisers Agencies acting on behalf of retailers Using programmatic for branding/ awareness strategies** Sources: *Winterberry Group, Programmatic Everywhere, November 2013, N=263; ** Digiday/MediaMath Retail Study, November 2013, n=184 © 2013 MediaMath, Inc. All rights reserved. Confidential. 5
  7. 7. Most Leverage What They (and Others) Know Leveraging 1st Party Data Leveraging 3rd Party Data as a part of their programmatic approaches today as a part of their programmatic approaches today 94% 78% 80% 66% Advertisers* Retail Advertisers** Agencies** acting on behalf of retailers Advertisers* 72% 64% Retail Agencies** Advertisers** acting on behalf of retailers Sources: *Winterberry Group, Programmatic Everywhere, November 2013, N=263; ** Digiday/MediaMath Retail Study, November 2013, n=184 © 2013 MediaMath, Inc. All rights reserved. Confidential. 6
  8. 8. Transparency Is a Currency Still Becoming Understood Site Transparency Cost Transparency 25% 33% 22% 16% Agencies Advertisers Agree it is a key KPI in evaluating the effectiveness of a programmatic ad campaign Agencies Advertisers Agree it is a key KPI in evaluating the effectiveness of a programmatic ad campaign Source: Digiday/MediaMath Retail Study, November 2013, n=184 Q: Which of the following KPIs do you prefer most when evaluating the effectiveness of a programmatic ad campaign? © 2013 MediaMath, Inc. All rights reserved. Confidential. 7
  9. 9. Programmatic Growth Shows No Signs Of Slowing 83% 82% 69% plan to better integrate their online and offline marketing data Budgets for 2014 are expected to grow for programmatic 56% will Invest in more third party data Agencies Direct retail advertisers Source: Digiday/MediaMath Retail Study, November 2013, n=184 © 2013 MediaMath, Inc. All rights reserved. Confidential. 8
  10. 10. Engaging customers in a holistic way © 2013 MediaMath, Inc. All rights reserved. Confidential. 9

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