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Workshop: Emerging Channels 2018 (annotated)


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Programmatic evolution
Defining emerging channels
Evaluating the channels
What are the channels?

Published in: Marketing
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Workshop: Emerging Channels 2018 (annotated)

  1. 1. Bench Emerging Channels 2018
  2. 2. What We’ll Cover: ● Programmatic evolution ● Defining emerging channels ● Evaluating the channels ● What are the channels? Sam Thompson Media Innovations Lead
  3. 3. The Programmatic Evolution Reservation Buying 1990s Now Ad Networks Ad Exchanges & SSPs DSPs Private Exchanges & Automated Guaranteed Direct Sold / Guaranteed / Reserved Indirect / Programmatic / Unreserved Programmatic Premium Source: the_programmatic_evolutionAd_Networksad_networks
  4. 4. Step by step evolution of the programmatic landscape over time. • Reservation buying - ○ Publishers would sell to brands or agencies direct to cut IOs on a guaranteed basis. E.g. $20,000 invested in FFX / $10,000 invested in News / $5,000 invested in Yahoo ○ Challenge - how do publishers monetise their unsold inventory and how do the long tail publisher monetise theirs? How can we avoid duplication of audience between publishers?
  5. 5. Step by step evolution of the programmatic landscape over time. • Networks - ○ Ad networks pulled together as much unsold inventory they could get access to across a range of publishers and grouped that (often) into verticals. E.g. Travel / Auto / Entertainment ○ Challenge - transparency. Buyers didn’t know where they were serving, the margin the network was taking or the frequency of ads shown to a user. Also no real-time component to the buying.
  6. 6. Step by step evolution of the programmatic landscape over time. • Exchanges - ○ Allowed for the real time buying of digital ads and added in a layer of transparency with the auction being tied to strings of data about that individual impression. E.g. website it is on / time of day it is served / day of week / position on website / cookie information attached ○ Challenge - high levels of targeting • DSPs - ○ Allowed for the application of granular data assets to ensure high levels of targeting and consolidation across different channels ○ Challenge - emerging channels in the programmatic ecosystem
  7. 7. Step by step evolution of the programmatic landscape over time. • Private exchanges and AG - ○ Often used to gain access to particular publishers that have genuine synergies and add value for an agency or an advertiser. ○ More often than not now being used to create a network of accessing inventory from new to market executions such as TV / Audio / OOH
  8. 8. Emerging Channels
  9. 9. Bench definition of an emerging channel • Any traditional execution that now has the ability to be automated in the buying and selling of the space, specifically through programmatic bidding software and SSPs. ○ E.g more traditional broadcast channels such as TV or audio • Any newer media execution that is available programmatically ○ E.g. podcasting
  10. 10. Why do emerging channels now exist programmatically? Changing cultural & consumer trends Technological advances / shifts Ubiquity of data in all aspects of our lives
  11. 11. Why do emerging channels now exist programmatically? • Changing cultural and consumer trends ○ Shifts in the ways we consume media is one of the single biggest factors in emerging channels being brought into the programmatic ecosystem ○ Previously audiences consumed mass scaled media - think broadcast TV and radio ○ We have now shifted into a world of personalisation (being the master of your own content consumption destiny). Using libraries to consume media (CUTV for example) - on demand OR using streaming services (music streaming for example) ○ Equals shifts in the tech behind how media is made available to consumers - often solely digitally across a desktop, mobile, tablet or connect TV device.
  12. 12. Why do emerging channels now exist programmatically? • Technological advances / shifts • Consumers have been able to access on demand services or live streaming services due to market demand and advances in the technology behind the delivery. • All components of the programmatic supply chain have had to develop technologically to cater for this - ○ The publisher itself - ■ Content - creating CUTV streaming, VOD, music libraries for content consumption, podcasts ■ Ad execution - new formats such as digi OOH panels, interactive display units, audio pre-rolls etc
  13. 13. Why do emerging channels now exist programmatically? • Technological advances / shifts ○ All components of the programmatic supply chain have had to develop technologically to cater for this - ■ SSPs - channel specific tech to deliver on emerging media [triton (audio) / telaria (freq cap CUTV) etc] ■ DSPs - Bid responding capabilities for new channels and tweaking algorithms to accompany new metrics and ways of buying. Access of data to overlay on the media. Cross devcie / cross channel measurement ■ Advertiser - Ad serving capabilities, capabilities around how to use their data as well as education around how to leverage the unique capabilities that these shifts in consumer behaviour and advancements in tech can provide. Websites, ecommerce, attribution capabilities.
  14. 14. CommercialiseAnalyseExecuteResearch A Framework for Evaluating Emerging Channels
  15. 15. Now that we have defined an emerging channel and the key drivers of being able to execute on these in a single and unified way, I want to take you through the Bench framework for how we evaluate these channels. It’s all well and good having access to these capabilities but it is necessary to ask of any new channel being bought programmatically: what is the tangible, incremental value that buying this channel brings?
  16. 16. Research - via a few different means • Market research - very important to understand what’s happening in the market and where these opportunities can be pulled into a programmatic or omni-channel execution. What’s new? What’s shiny? Is it actually ready for scalable programmatic buying or is it dipping its toes into the water? What publishers are evolving in this space? • Channel research - getting an understanding of where it fits into your programmatic marketing mix, metrics to report on etc • Tech research - for partnering with to actually access the ad space. Which SSPs are innovating for the delivery of this space for publishers? Which DSPs are innovating for the buying of this inventory? • Data research - what can be overlayed for high levels of targeting? What data can be collected? What data can then be used to fuel other channels? What can be accurately attributed either online or offline.
  17. 17. Execute • Once we gain an understanding of the technical capabilities and true value adds of emerging channels being executed programmatically we ask ourselves, does it actually work? • Bench then undertake rigorous testing of the channel to ensure that - ○ The automation technology can actually deliver and pipes are connected ○ It scales ○ Layers of targeting can be included ○ Attribution can be facilitated
  18. 18. Analyse • We then need to analyse the data collected off the back a testing environment. Did it deliver (and how much troubleshooting was involved)? Did it scale? Was it targeted? Can it add value? Commercialise • After completing all the phases of the evaluation process, ensuring confidence in delivery, targeting and attribution we can then release to our clients as a fully fledged product/capability that they can include in their unified and omni- channel marketing mix.
  19. 19. Audio Digital Out-of-HomeProgrammatic TV
  20. 20. 3 of the most exciting and adopted emerging channels in the AUS market. All amazing mediums for top of the funnel type media campaigns. As marketers, we know that traditionally they’re great for delivering on true business outcomes, however, they all provide their own kind of unique challenges. Buying them in a programmatic ecosystem can help to overcome these challenges.
  21. 21. Programmatic TV allows you to reach audiences at their most engaged with 100% brand safety across all networks. Programmatic TV Key features: - ⅓ of broadcast inventory is now served programmatically - CUTV / live streaming from premium broadcasters - Engaged audience due to opt-in nature - Ability to overlay audience data and measure performance.
  22. 22. Programmatic TV - what’s great? ● Programmatic TV is probably the most exciting new channels that can be brought programmatically. It is experiencing absolutely exponential growth due to a number of factors. ● The opt-in, brand safe, lean back experience that it provides. ● The high levels of targeting it can provide in a traditionally mass media execution ● When talking about TV we are pretty much talking about 2 different types of content. We are talking about CUTV which is your more on demand type content and live streaming which is your live content ● Due to our unique TV landscape (realistically, we only have 5 or 6 broadcasters), Australia has absolutely lead the charge in terms of programmatic TV execution and buying. ⅓ of all broadcasters inventory is now represented on the connected TV device. ● Provides the opportunity for high definition video ads being extended to the big
  23. 23. Programmatic TV challenge - measuring performance ● One of the things with programmatic buying in its inception is that it always has its part to play in the performance or DR space of the funnel. This was primarily because it was fairly cheap to buy and it was measurable for advertisers to understand the true value of whether or not buying that media lead to a sale or some form of real business outcome. ● TV is something that all marketers know has always worked. ● What programmatic TV does is take the top of the funnel TV execution and fuse that with the precision of digital targeting and attribution. ● It also allows for brands without the broadcast budgets to get their ads in an environment usually reserved for those big budget campaigns
  24. 24. Over 12 million Australians now consume music and other audio content on their devices every month. Programmatic Audio Key features: - Music streaming has increased 75% YoY - 8 out of 10 marketers have bought programmatic audio - Audio ads are largely unskippable and have a 1:1 relationship between brand and user - Uninterrupted with little distraction.
  25. 25. Programmatic Audio - what’s great? ● An audio ad served on a 1:1 basis to a consumer, headphones in, blocking all other noise is just about as intimate a relationship that a brand can have with a user ● Digital disruption has scattered audiences across traditional media channels and digital environments as consumption behaviours change. As we know, brands looking to reach these fragmented audiences need to take a holistic approach to planning their media. Advertisers will always follow users and for audio, streaming music or digital radio is where audiences are moving. This presents a significant opportunity in Audio - the intersection between radio and digital.
  26. 26. Programmatic Audio - what’s great? ● According to Spotify, nearly 80% of music listeners used an online streaming service in the last 12 months, up 75% from last year. This just screams to massive growth and massive opportunity. ● Spotify / Soundcloud / NOVA / iHeartRadio / Macquarie Media / Pandora (but not in this market) etc are starting to make some real tangible and quality moves in this space. For example, Spotify’s programmatic business grew 94% YoY.. They’ve recognised the programmatic demand of buyers and thus have shifted their access points to DSP buying. ● Podcasts - ● While audio is very much getting there, podcasting is still relatively infant in its programmatic journey. ● At current, a bunch of technologies in the ecosystem are working on developing podcasting strategy for buyers (think AdSwizz / aCast) - in addition, Google have recently stated that it is still early days for buying ad space against podcast content and that it’s really just a question of showing advertisers the “breadth of inventory available” and providing automation of the buying function.
  27. 27. Programmatic Audio challenges - high levels of targeting ● Previously was precision targeting in a traditionally mass media execution (radio). It was hard to be targeted as people would consume radio on a non 1:1 basis. When by themselves they would listen to CDs or their iPods or whatever. ● Now that the media is almost 100% consumed on a 1:1 and consumed digitally, we can close the loop to make it extremely highly targeted with the overlay of granular audience segments.. Something that only programmatic buying allows us to actually do
  28. 28. Digital out-of-home combines the attention-grabbing nature of physical billboards with the advanced targeting capabilities of programmatic ad buying. Key features: - Showcase your ads on the biggest ‘screen’ there is in strategically chosen locations - Mobile location data finally gives you the ability to measure OOH performance - 3rd party data triggers such as weather and traffic conditions can be used as a dynamic aspect of creative ad serving. Digital Out-of-Home
  29. 29. Digital Out-of-Home - what’s great? ● Out-of-home (OOH) is projected to grow almost 12% in spend by 2020 – faster than any other traditional media ● Digital out-of-home combines the attention-grabbing nature of physical billboards with the advanced targeting capabilities of programmatic ad buying. ● At current, digital OOH is about capability. Think of it as an online screen on the street. Once this potential is fully realised and our understanding of audience deepens, so too will the shift to something more closely related to serving impressions at a given location, at a specific time, to an individual.
  30. 30. Digital Out-of-Home challenge - inefficiency ● This is where programmatic will have its greatest impact for out of home. The industry will simply not be able to run manual solutions to fulfil this. This is about technology fundamentally changing the capability of out of home as a channel. ● There’s a funny story about Cathy Freeman winning the 400m at the 2000 Olympics, closely followed by a team of people manually changing posters around the stadium to fill the space with a gold medal wearing Freeman. This leads to one of the biggest challenges in OOH - inefficiency of ad serving. ● Some other cool bits to consider when a future gazing hat is worn - ○ Mobile location data makes DOOH somewhat measurable! We can measure people who have visited a particular OOH location with frequency and then their movement to the likes of a store or dealership. This will continue to evolve to become more accurately measurable over time. ○ 3rd party data triggers such as triggers for weather and traffic conditions can be used as a dynamic aspect of creative serving
  31. 31. Audience Enhancement
  32. 32. Why would I share data? One of the most valuable assets available to you as a marketer is the data you have on both your existing customers and your target audience. However, a word of caution, it is not the data itself that provides value, rather it is how you segment it and the way you strategise the activation of it.
  33. 33. Why would I share data? • The data can be used at all stages of the funnel and throughout an entire media plan • Something even as simple as an email address will add tremendous value for executions such as - ○ Retargeting a known audience ○ Cross selling a user with an affinity to your brand ○ Look-alike modelling form to find other similar users that are likely to purchase or engage
  34. 34. What is email matching? Email database matching is the process of matching a list of email addresses (usually a 1st party list of a brand’s customers) and washing that against a cookie-based data set to find matches that can then be used for targeting within our DSP / ad platform stack
  35. 35. Platform compatibilities We have integrated our entire tech stack
  36. 36. LiveRamp platform capabilities • After a lot of work in the background we can now take this data, understand it, and then use it within any of our media buying platforms. • What that means for our customers is that we can take your email database and use it across every execution within our offering. Giving you the ability to use this data from a top or bottom funnel approach to your campaigns. • A common misconception with email database matching is that it can only add value for lower funnel activity, driving leads, direct response and acquisition. • In reality, these valuable audiences can be used throughout the entire user journey. ○ Top funnel - by look-alike modelling from your first party data to find users that show similar online behaviour to your current customer base, or who are most likely to purchase OR by negatively targeting your known audience to prospect for new users. ○ Bottom funnel - cross selling products or re-engaging lapsed users.
  37. 37. 3rd party targeting on Facebook! You would have probably noticed that Facebook has been making some changes. It has updated its policies around how you’re able to use your first and third-party data in its environment. As such, Facebook deprecated its partner category targeting functions, limiting everyone’s ability to target 3rd party segments. Fear not, we can now access through LiveRamp! This is a very unique capability to add value for clients.
  38. 38. What we have covered What we haven’t The why Nothing will replace a marketers interpretation of a brief The what The how The why
  39. 39. One thing that tech can’t do and will never be able to do is take a brief or objective and transform that into a media plan - you need a smart marketers interpretation of that brief to turn it into something actionable. This is where teams working on the Bench platform can add tremendous value to a unified digital marketing strategy. Thank You.