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What Marketers Need To Know About Programmatic Buying

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According to Business Insider, total US programmatic ad revenue will top nearly $15 billion this year and be a majority (52%) of non-search digital-ad spend. Yet, despite programmatic’s growing dominance of the digital sector, there still appears to be a lack of knowledge about the space with both brands and agencies.

In this webinar presentation, expert Liam Brennan discusses several myths associated with programmatic buying and the important insights you need to know as a marketer.

You’ll get expert-level Marketing tips like:

* The driver behind making programmatic effective
*Buying more than banner ads: Video, social, mobile, & native ads
*Where programmatic buying is heading in 2016

Published in: Marketing
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What Marketers Need To Know About Programmatic Buying

  1. 1. #thinkppc What Marketers Need To Know About Programmatic Buying HOSTED BY: &
  2. 2. #thinkppc Your Presenter • Liam Brennan – Global Digital Director at MediaCom – @LCBrennan
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
  4. 4. #thinkppc Live Poll Question #1 How do you manage your PPC account(s)? #thinkppc a) I’m part of an in-house PPC team b) I do all the marketing including PPC c) I work at an agency d) I’m a consultant
  5. 5. What Marketers need to know about Programmatic Buying Presented by Liam Brennan Global Digital Director
  6. 6. Programmatic becoming the norm in leading markets – will be >50% of UK digital spend in 2015
  7. 7. How can something that is so mainstream be so confusing and decisive?
  8. 8. Conversations around tech and intricacies are important – but thrown us off course. Lets get back to basics
  9. 9. Two pillars of programmatic: Automation by definition, data and tech through a strategic and implementation link AUTOMATION Cutting out the ‘middle man’, optimising in real time, (sometimes) flexibility in pricing DATA + TECH Ability to use import and export data, store, analyse and use to improve planning and buying +
  10. 10. Now and beyond1960s The role of media is to deliver “the right message to the right person at the right time and place” Nothing has changed!
  11. 11. Media has always been about people – how they think/act, what media they use, how and when
  12. 12. But we are rethinking how we plan and buy media – addressing fragmentation through opportunity FROM Media to reach people TO Reaching people through media
  13. 13. Ultimately, data and automation will allow us to deliver more personalised messaging
  14. 14. MediaCom UK used Channel 4’s data and ad tech to deliver four million personalised TV ads Case study: https://www.youtube.com/watch?v=JAgAfGPOKTM
  15. 15. Using programmatic would (with developments in data/tech) allow us to deliver that concept at scale Targeting ‘people’ based on collected data
  16. 16. Programmatic delivers advantages above and beyond the ability to target the individual. Particularly in buying Better media value More media control • Freedom of inventory movement • Stop and start – and always on • (Often) Adjustable pricing • Real time feedback • Greater ability to test and learn
  17. 17. The output of ‘programmatic’ has been sub-par, perpetuated the ‘performance channel’ myth
  18. 18. We are seeing more ‘creative friendly’ inventory becoming available to be bought programmatically
  19. 19. And better quality (aka ‘premium’) inventory is becoming available and driving programmatic spend Source: eMarketer 2014, US data
  20. 20. Programmatic buys will eventually be able to be executed across all ‘digital’ – OOH, Radio, and TV
  21. 21. Indeed, in 2015, there was a programmatic buy in advertising’s ‘most creative moment’, and few were aware! http://blog.wideorbit.com/see-the-first-ever-programmatic-super-bowl-tv- ad/
  22. 22. Conversation needs to shift back to people instead of tech. In time programmatic, will just be ‘media’
  23. 23. Three takeouts from today Programmatic buying is the method, not the message Programmatic is ushering in an era of people based marketing Programmatic becoming the norm for digital – but this is just the start
  24. 24. #thinkppc Live Q&A Time!
  25. 25. #thinkppc Have more questions? Contact Us Directly • Webinar Feedback: marketing@hanapinmarketing.com ____________________________________________ Thank you for attending our webinar! #thinkppc

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