- Evaluating emerging channels - The evolution of programmatic and how to capitalise on its future - What's shiny and what's new (DOOH, Programmatic TV, Audio, Data Matching) - Cutting-edge tech helping to tame the channel explosion

1. The Evolution of Programmatic:
Catching the Next Wave of
Digital Media Innovation
WEBINAR

2. What We’ll Cover:
● Evaluating emerging channels
● The evolution of programmatic and how
to capitalise on its future
● What's shiny and what's new
(and how to know if it's any good)
● Cutting-edge tech helping to tame the
channel explosion
Enter them in the chat window and
they’ll be answered at the end of the
webinar
Questions?
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Dennis Kibirev
Brand & Content
Marketing Manager
Your Host

3. Who Are We?
Karla Calderón
Performance Manager
Sam Thompson
Media Innovations Lead

4. New
Channel
Added
Value
=

5. Can you do
this?
Why do
this?
NOT BUT

6. What Defines An
Emerging Channel?

7. Changing cultural &
consumer trends
Technological
advances / shifts

8. Technical Evolution of the
Programmatic Ecosystem
Publishers DSPs
SSPs Advertisers

9. Enhancing the
Customer Journey is the
Whole Point of Using
Emerging Channels

10. The Evolution of Programmatic
Reservation
Buying
1990s Now
Ad Networks Ad Exchanges &
SSPs
DSPs Private Exchanges
& Automated
Guaranteed
Direct Sold /
Guaranteed /
Reserved
Indirect /
Programmatic /
Unreserved
Programmatic
Premium
Source: https://www.slideshare.net/digiday/programmatic-101-what-all-publishers-need-to-know-digiday-wtf-programmatic-for-publishers-43015/6-
the_programmatic_evolutionAd_Networksad_networks

11. The Here and Now

12. Future
ID-based
Present
Cookies
Past
Content

13. Phil Gaughran
U.S. Chief Integration Officer at
agency McGarryBowen
https://www.cmo.com/features/articles/2017/9/25/the-future-of-advertising-automated-personalized-and-measurable-.html#gs.PtYKHoY
By 2022, 80% of the
advertising process will be
automated

14. Programmatic in Australia:
20% Year-on-Year Growth
Predicted AU programmatic spend 2015-2019 ($AUD)
$278m
$233m
$340m
2015 2017 2019Source: PWC

15. The
Programmatic
Future

16. CommercialiseAnalyseExecuteResearch
A Framework for Evaluating
Emerging Channels

17. Audio Digital Out-of-HomeProgrammatic TV

18. Programmatic Audio
Source: http://www.bandt.com.au/media/audio-landscape-set-to-transform-with-iab-survey-forecasting-significant-growth-in-digital-audio-and-audio-programmatic

19. Where Audio Fits
Into the Buyer Journey
Buyer Journey
Awareness
Engagement
Leads
Direct Response
Acquisition
I’m becoming aware of the
brand
I’m interested in the brand
I’m considering the brand
I’m showing intent to buy
the brand
I’m purchasing from the
brand
Funnel Stage

20. Digital Out-of-Home

21. Where Digital Out-of-Home Fits
Into the Buyer Journey
Buyer Journey
Awareness
Engagement
Leads
Direct Response
Acquisition
I’m becoming aware of the
brand
I’m interested in the brand
I’m considering the brand
I’m showing intent to buy
the brand
I’m purchasing from the
brand
Funnel Stage

22. Programmatic TV

23. Where Programmatic TV Fits
Into the Buyer Journey
Buyer Journey
Awareness
Engagement
Leads
Direct Response
Acquisition
I’m becoming aware of the
brand
I’m interested in the brand
I’m considering the brand
I’m showing intent to buy
the brand
I’m purchasing from the
brand
Funnel Stage

24. Making Emerging Media a True Part
of Your Omni-Channel Strategy

25. Using the Bench Campaign
Framework
Advertiser-Centric Campaign
Hierarchy
The Bench Hierarchy Applied
Audio
Awareness
Engagement
Leads / DR
NativeProgrammatic
TV
Programmatic
Video
Display NativeSocial

26. Audience
Enhancement
Audience Segments
…many more
3rd Party Data
1st Party Data

27. Dynamic Creative

28. Brand Safety
Buy only safe impressions before your ads even
get placed by choosing websites that provide a
low-to-moderate level of risk.
Pre-Bid Targeting
Want to have 100% assurance that your ads
won’t be seen on certain sites? Enable blocking
and your ads won’t get served on any web pages
you think present a brand risk.
Blocking
Monitor brand safety metrics for your campaigns as
they unfold to ensure brand compliance.
Monitoring
Prevention:

29. Commercialise
Analyse
Evaluating Emerging Media
Opportunities
Key Takeaways
New Emerging Channels Technology to Enhance
Digital Media
Research
Audio
Execute
Programmatic
TV
Digital Out-of-
Home
Dynamic Creative

30. Q&A:
Your questions
answered

31. Poll Results

32. Thank you!