Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Casting a Smarter Net: How to Leverage Programmatic and Paid Media Advertising

83 views

Published on

Check out the slides from our sold-out October 2019 Beer + Learn on Programmatic Advertising. Learn the basics of applying targeted digital advertising to reach the exact set of job titles, regions, revenue size, skillsets, and more that you want in your sales pipeline.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Casting a Smarter Net: How to Leverage Programmatic and Paid Media Advertising

  1. 1. @emfluence Beer and Learn: Programmatic Advertising Erik Dahlstrom, emfluence @realdstorm edahlstrom@emfluence.com
  2. 2. @emfluence AGENDA • Session | 45 minutes • Intro to Programmatic Advertising • Programmatic Myths • Strategy • Beer and Networking | 30 minutes
  3. 3. @emfluence QUICK CONFESSION I haven’t always been in favour of Programmatic Advertising You can read more on my blog post: https://emfluence.com/blog/evolve-your- strategy-with-programmatic-advertising
  4. 4. @emfluence
  5. 5. @emfluence PROGRAMMATIC [ˌprōɡrəˈmadik/ ] Adjective. Employing an automated technology infrastructure to target a person vs. a website.
  6. 6. @emfluence BEFORE PROGRAMMATIC IT WAS JUST ADVERTISERS AND PUBLISHERS AUDIENCE (AD VIEWER) ADVERTISER (YOU) PUBLISHER (WEBSITE)
  7. 7. @emfluence programmatic site direct BEFORE PROGRAMMATIC IT WAS JUST ADVERTISERS AND PUBLISHERS
  8. 8. @emfluence CURRENT LANDSCAPE DSP SSP PUBLISHERADVERTISER AUDIENCEEXCHANGE
  9. 9. @emfluence CHANGES OUR INVENTORY
  10. 10. @emfluence CHANGES HOW WE PAY
  11. 11. @emfluence CHANGES OUR TARGETING OPTIONS AUDIENCE CONTEXTUALINVENTORY
  12. 12. @emfluence CHANGES TARGETING Audience Campaign: Targets users based on demographic, psychographic, or intent CRM Campaign: Targets 1st party data lists Retargeting Campaign: Reaches users who visited a site or clicked on an ad Hyperlocal Campaign: Targets Mobile App users based on their current location Contextual Campaign: Targets domains with content matching specific content In-email Campaign: Targets users within email Website Campaign: Targets a whitelist of desktop domains Run of Network Campaign: Maximizes reach across a wide variety of domains Video Campaign: Delivers :15 or :30 second video ads to targeted placements Mobile App Campaign: Targets specific Mobile Apps to target users on mobile/tablet devices Native Campaign: Delivers ads in-line with content utilizing dynamic creative assets Private Marketplace is a customized, invitation-only marketplace where publishers make their inventory available to a select group of buyers.
  13. 13. @emfluence WHAT’S NEXT? PROGRAMMATIC NATIVE PROGRAMMATIC TVPROGRAMMATIC OOH PROGRAMMATIC AUDIO
  14. 14. @emfluence PROGRAMMATIC MYTHS
  15. 15. @emfluence REAL-TIME BIDDING (RTB) A media buying method of purchasing a single impression via an auction-based system in real time PROGRAMMATIC AND REAL-TIME BIDDING ARE NOT THE SAME THING PROGRAMMATIC An automated technology infrastructure
  16. 16. @emfluence • There are programmatic aspects to it • However it is but one network among many • Doesn’t touch some Premium, Native, & Private Marketplace Inventory • Not equipped for ad fraud • Missing many of the data partnerships that give true Programmatic an advantage Google DoubleClick is an alternative, but has high cost of entry GOOGLE ADS IS NOT AN EQUIVALENT ALTERNATIVE
  17. 17. @emfluence PROGRAMMATIC IS NOT A FAD Billions, % change and % of total digital display ad spending* U.S. Programmatic Digital Display Ad Spending 2016-2020 The vast majority of digital display ad dollars now transact programmatically in the U.S. By 2021, nearly 88% of all U.S. digital display ad dollars will flow via automation
  18. 18. @emfluence PROGRAMMATIC DOES NOT AUTOMATE THE MEDIA BUYER’S RESPONSIBILITIES ACCRUE DATA Ensure sample size is large enough to make statistically sound decisions DAILY OPTIMIZATIONS Begin to make changes on budget level to push spend toward performance WEEKLY OPTIMIZATIONS Start pulling optimization controls: 1 2 3 Sites • Creative Data Segment • Time of Day
  19. 19. @emfluence PROGRAMMATIC IS NOT JUST A TOP FUNNEL STRATEGY eCPM, eCPC, CTR, Brand Study eCPC eCPA, eCPC Reach & Branding Traffic Consumer Action CLIENT OBJECTIVE MEASUREABLE KPIS
  20. 20. @emfluence STRATEGY
  21. 21. @emfluence Target users based on information we know like Job Title and Industry • LinkedIn Private Market Place Deals Access premium publishers programmatically, like Forbes, WSJ, FOX, Bloomberg etc. Retargeting Reach users who have visited your website • Top performing tactic GOAL: More applications at an efficient rate. Hyperlocal Target users based on real-time location, like Trade Shows, Conferences, Corporate Events Industry/Job Title Targeting EXAMPLE B2B STRATEGY
  22. 22. @emfluence Target users based on behaviors learned from 3rd party data providers • Apps downloaded • Purchase history • Property ownership Contextual Targeting Access publishers with content relevant to the industry Retargeting Reach users who have visited your website GOAL: More customers through local actions Hyperlocal Target users based on real-time location, specifically competitors’ locations • Top performing tactic Behavioral Targeting EXAMPLE B2C STRATEGY
  23. 23. @emfluence THINGS TO REMEMBER THE OLD WAY Buying meant trafficking and monitoring delivery Performance = Delivery & CTR Inventory is reserved Targeting is content-focused Pricing is fixed Optimizations are scheduled THE NEW WAY Buying is highly analytical & strategic, streamlining the ad buying process Performance is measured in many ways Inventory is non-guaranteed Targeting must be flexible & multi-level, hyper-relevant Pricing is fluid Optimizations are continual
  24. 24. @emfluence THINGS TO REMEMBER THE BENEFITS OF PROGRAMMATIC: Access to all channels in one platform More control over your buying Real-time data & data-driven optimizations that allow for cost efficiency Enhanced targeting
  25. 25. @emfluence QUESTIONS?
  26. 26. @emfluence THANK YOU!
  27. 27. @emfluence Want to learn more? Talk to an emfluencer: Dave Anderson Director of Search danderson@emfluence.com Hayley Cacioppo Senior Growth Strategist hcacioppo@emfluence.com

×