Until recently, programmatic buying was a treasured resource reserved exclusively for big agencies & big brands with big budgets. Mid-sized enterprises had to settle for the less-substantive offerings of one exchange or ad networks. The dawn of 2012 ushered in a new era in buying. The industry recognized an untapped resource — mid-sized companies representing prominent brands — and firms quickly formed to service this niche market. While programmatic buying has transformed how we purchase online and mobile advertising, it does not cover every angle. It does, however, complement our efforts to reach more mass audiences or an otherwise-elusive smaller target. In this session, we’ll explore programmatic buying from the perspective of a mid-sized agency whose clients’ digital budgets range from a few thousand to a few million dollars.

1. RTB FOR SMALL & MEDIUM BRANDS
9.20.2013
@mhodgdonh"p://vimeo.com/75109650

3. RTB IS NOT JUST
FOR THE LARGE
BRANDS AND
AGENCIES.

4. The Founding Dates of Companies Operating a DSP, by Year
Founded
Source: Google

5. Announcement of RTB Support Among Exchanges by Year Announced
Source: Google

6. ECOSYSTEM: PLAYERS & THEIR ROLES

7. DIGITAL BUYING EVOLUTION

8. DIGITAL BUYING EVOLUTION

9. DIGITAL BUYING EVOLUTION

10. DIGITAL BUYING EVOLUTION

13. 2X
Conversions

14. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0
50
100
150
200
250
300
M
ondayTuesday
W
ednesdayThursday
FridaySaturdaySunday
ConversionRate
Conversions
0%#
5%#
10%#
15%#
20%#
25%#
30%#
35%#
40%#
45%#
0#
50#
100#
150#
200#
250#
300#
M
onday#Tuesday#
W
ednesday#Thursday#
Friday#Saturday#Sunday#
Conversion)Rate)
Conversions)

16. MARKET 2013 BUDGET %
CINCINNATI $81,000 17%
CLEVELAND $67,000 42%
COLUMBUS $210,000 11%
DAYTON $88,000 14%
INDIANAPOLIS $159,000 24%

18. March&&&April&
1&:&8.5&
March & April
1: 8.5
May & June
1: 11.7

20. RTB IS...
A LAYER

21. PART OF AN OVERALL STRATEGY

23. March&&&April&
1&:&8.5&

25. A PIECE OF
A TACTICAL
PLAN

27. Prospect
Remarket
Pixel

35. @mhodgdon(