Buying insurance remains a highly individual decision based on many very personal factors. A brand like State Farm must ensure that its data-driven advertising acknowledges the humanity and individuality of the process even as it uses algorithms, AI, and automation to help drive results. Brittany Mitchell explores how she is pushing against the limits of the programmatic environment to understand in a deeper way precisely where and how her ads are being served and how people respond differently to messages in certain contexts. Ultimately a brand needs to look beyond immediate KPIs at the entire advertising ecosystem they are building and how customers feel about making their way through it.

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I N S I G H T S • I D E A S • R E S U L T S
Valuing Context & Character Over Clicks
& Conversions
8/25/18
Brittany Mitchell
Marketing Manager
State Farm®

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Agenda
2
• Intro
• How it works
• 5 Areas ofValue
• KeyTakeaways
• Q&A

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How it works
3
Challenge &
Pain Points
Data-driven
Action
Exploration &
Ideation
Humanity/Sanity
Check

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Viewability
4
What is the right target
for ad viewability and
how to communicate
non-viewable value?
100% viewability is not
efficient or practical –
there is value in non-
viewable Impressions
Evaluate viewability to
determine what is both
measure and
actionable
Humans like to scroll…

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Overlap & Attribution
5
How do we effectively
target and reach
consumers across the
programmatic space?
Using multiple DSPs
may have limited
visibility into cross-
platform touchpoints
Leverage a DMP
tagging system across
DSPs to identify point
of diminishing returns
Humans don’t like feeling bombarded by ads…

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Whitelist
6
How do we ensure
relevant, brand-safe,
high-quality inventory
in programmatic?
Whitelist
implementation allows
for mix of quality, scale
and addressability
Utilize a variety of
traffic ranking sources
as well as historical
data to determine
eligibility
Humans expect “good” brands to be on “good” websites…

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Sponsored Content
7
How do we reach
consumers in a
relevant and
unobtrusive way?
Organic and
thematically similar
branded messaging
will yield better results
Leverage a mix of
O&O, broadcast
extensions, and digital
integrations to develop
unique content
Humans love content that is relevant to them…

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Dynamic Creative Optimization (DCO)
8
How do we better
personalize and
optimize our
messaging strategy?
More relevant
messaging will drive
incremental lift vs.
standard creative
Implement dynamic
creative variables
across top-performing
targeting tactics
Humans like customization, not creepiness…

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Key Takeaways
9
Viewability: IAB standards Time spent to conversion
Overlap/Attribution: DSP freq. capping  DMP freq. capping
Whitelist: Performance only  Performance in the context of
brand health metrics
SponsoredContent: Quantity and “coolness” factor 
Algorithmic bidding on engagement metrics
DCO: Granular real time changes  Optimal amount of
personalization

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I N S I G H T S • I D E A S • R E S U L T S
Questions?