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M U S T 
P R O G R A M M A T I C A N D C R E A T I V E C A N W O R K G R E A T T O G E T H E R 
R o b R e i f e n h e i s ...
I S T H E W O R L D ’ S L A R G E S T I N D E P E N D E N T B U Y E R O F D I G I T A L M E D I A 
W I T H B I L L I N G S...
4 8 0 P E O P L E A C R O S S 6 O F F I C E S
S T R E E T C R E D 
80 + $200MM + 
P R O G R A M M A T I C M E D I A 
P A R T N E R S H I P S 
P R O G R A M M A T I C B ...
A P R O G R A M M A T I C A P P R O A C H I S N O T P E R M I S S I O N 
T O S K I P T H E B A S I C S 
O B J E C T I V E ...
E V O L V I N G F U N D A M E N T A L S 
UNDERSTAND 
THE AUDIENCE 
MATCH THE 
MESSAGE 
PROTECT 
YOURSELF AT 
ALL TIMES 
AL...
U N D E R S T A N D T H E A U D I E N C E 
AUDIENCES 
3RD PARTY RECEPTIVE 
DATA 
1ST PARTY 
DATA 
SEGMENT
U N D E R S T A N D T H E A U D I E N C E 
T H E N E W F U N D A M E N T A L : 
Segment your 
audiences for 
optimal recep...
M A T C H T H E M E S S A G E 
NEW 
KNOWLEDGE 
ENHANCED 
RELEVANCE
M A T C H T H E M E S S A G E
M A T C H T H E M E S S A G E
M A T C H T H E M E S S A G E
M A T C H T H E M E S S A G E 
T H E N E W F U N D A M E N T A L : 
Enrich creative with 
audience data
P R O T E C T Y O U R S E L F A T A L L T I M E S 
OPPORTUNITY 
TECH CAN HELP 
SAVVY PEOPLE PLAN INTERROGATE
P R O T E C T Y O U R S E L F A T A L L T I M E S 
T H E N E W F U N D A M E N T A L : 
Have the right 
resources to addre...
A L L O W G R E A T N E S S 
OVERLY 
FOCUSED 
DO NOT GET 
MUCH AIRTIME 
LITTLE 
TIME 
POSSIBILITIES VARIATIONS IMPACT
A S I N G L E B A N N E R I S N O T Y O U R C A N V A S … T H E P O S S I B I L I T I E S A R E
A L L O W G R E A T N E S S 
T H E N E W F U N D A M E N T A L : 
Care like it’s TV
B E T H O U G H T F U L A N D O B J E C T I V E 
SHARE CONSUMER 
BUSTING THE BRIEF TRUST
B E T H O U G H T F U L A N D O B J E C T I V E 
T H E N E W F U N D A M E N T A L : 
Transparency 
is the new trust
I N S U M M A R Y 
UNDERSTAND 
THE AUDIENCE 
MATCH THE 
MESSAGE 
PROTECT 
YOURSELF AT 
ALL TIMES 
ALLOW 
GREATNESS 
BE 
TH...
T H A N K S 
r o b . r e i f e n h e i s e r @ e s s e n c e d i g i t a l . c o m
Programmatic & Creative Can Work Great Together at DAS, 10/22/14
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Programmatic & Creative Can Work Great Together at DAS, 10/22/14

Rob Reifenheiser from Essence's presentation from Digiday Agency Summit on October 22, 2014.

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Programmatic & Creative Can Work Great Together at DAS, 10/22/14

  1. 1. M U S T P R O G R A M M A T I C A N D C R E A T I V E C A N W O R K G R E A T T O G E T H E R R o b R e i f e n h e i s e r , H e a d o f M e d i a
  2. 2. I S T H E W O R L D ’ S L A R G E S T I N D E P E N D E N T B U Y E R O F D I G I T A L M E D I A W I T H B I L L I N G S I N E X C E S S O F $ 6 5 0 M M . W E ’ R E F O C U S E D O N D I G I T A L W I T H E X P E R T I S E I N D A T A S C I E N C E , O B J E C T I V E M E D I A , A N D C A P T I V A T I N G E X P E R I E N C E S .
  3. 3. 4 8 0 P E O P L E A C R O S S 6 O F F I C E S
  4. 4. S T R E E T C R E D 80 + $200MM + P R O G R A M M A T I C M E D I A P A R T N E R S H I P S P R O G R A M M A T I C B I L L A B L E S ( 2 0 1 5 F O R E C A S T ) F U L L Y O P T I M I Z E D F O R V I E W A B I L I T Y F R E Q U E N C Y B R A N D S A F E T Y A U D I E N C E V A L I D A T I O N
  5. 5. A P R O G R A M M A T I C A P P R O A C H I S N O T P E R M I S S I O N T O S K I P T H E B A S I C S O B J E C T I V E A C T I O N C O N S U M E R J O U R N E Y L E A R N I N G S
  6. 6. E V O L V I N G F U N D A M E N T A L S UNDERSTAND THE AUDIENCE MATCH THE MESSAGE PROTECT YOURSELF AT ALL TIMES ALLOW GREATNESS BE THOUGHTFUL AND OBJECTIVE
  7. 7. U N D E R S T A N D T H E A U D I E N C E AUDIENCES 3RD PARTY RECEPTIVE DATA 1ST PARTY DATA SEGMENT
  8. 8. U N D E R S T A N D T H E A U D I E N C E T H E N E W F U N D A M E N T A L : Segment your audiences for optimal receptivity
  9. 9. M A T C H T H E M E S S A G E NEW KNOWLEDGE ENHANCED RELEVANCE
  10. 10. M A T C H T H E M E S S A G E
  11. 11. M A T C H T H E M E S S A G E
  12. 12. M A T C H T H E M E S S A G E
  13. 13. M A T C H T H E M E S S A G E T H E N E W F U N D A M E N T A L : Enrich creative with audience data
  14. 14. P R O T E C T Y O U R S E L F A T A L L T I M E S OPPORTUNITY TECH CAN HELP SAVVY PEOPLE PLAN INTERROGATE
  15. 15. P R O T E C T Y O U R S E L F A T A L L T I M E S T H E N E W F U N D A M E N T A L : Have the right resources to address the new ecosystem
  16. 16. A L L O W G R E A T N E S S OVERLY FOCUSED DO NOT GET MUCH AIRTIME LITTLE TIME POSSIBILITIES VARIATIONS IMPACT
  17. 17. A S I N G L E B A N N E R I S N O T Y O U R C A N V A S … T H E P O S S I B I L I T I E S A R E
  18. 18. A L L O W G R E A T N E S S T H E N E W F U N D A M E N T A L : Care like it’s TV
  19. 19. B E T H O U G H T F U L A N D O B J E C T I V E SHARE CONSUMER BUSTING THE BRIEF TRUST
  20. 20. B E T H O U G H T F U L A N D O B J E C T I V E T H E N E W F U N D A M E N T A L : Transparency is the new trust
  21. 21. I N S U M M A R Y UNDERSTAND THE AUDIENCE MATCH THE MESSAGE PROTECT YOURSELF AT ALL TIMES ALLOW GREATNESS BE THOUGHTFUL AND OBJECTIVE SEGMENT YOUR AUDIENCES FOR OPTIMAL RECEPTIVITY ENRICH CREATIVE WITH AUDIENCE DATA HAVE THE RIGHT RESOURCES TRANSPARENCY IS THE NEW TRUST CARE LIKE IT’S TV
  22. 22. T H A N K S r o b . r e i f e n h e i s e r @ e s s e n c e d i g i t a l . c o m

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