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Using Programmatic to Reach People in the Moments that Matter

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Is programmatic the biggest buzz word in advertising? Yes, because it has some of the biggest opportunities. These slides look at where the real opportunity in programmatic advertising lies. From audience data to creative design here are the tips and tricks.

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Using Programmatic to Reach People in the Moments that Matter

  1. 1. Using Programmatic to Reach People in the Moments That Matter 7th February 2017
  2. 2. 1 “Programmatic” – The Biggest Buzz-Word in Advertising?
  3. 3. 2 Programmatic: • Display • Television • Radio • Out of home • …Taxis “Programmatic” is the way we buy media
  4. 4. £ 3 1. Becoming Aware 2. Researching 3. In Market The Moments That Matter Another famous marketing buzz-word, “the funnel” 4. Advocacy/Retention
  5. 5. 4 The main opportunity in programmatic is using all the resources available to reach relevant audiences, with creative that resonates and times when they are most likely to be interested in your product The Real Opportunity in Programmatic 1. Building ultra-relevant audience profiles 2. Reaching people with impactful creative 3. Targeting audiences at opportune moments
  6. 6. 5 3rd party segments can be combined to build highly relevant audience profiles Building Ultra-Relevant Audience Profiles Demographic Interest Geo Location PsychographicIn MarketSocial Sharing + + + + +
  7. 7. 6 Expanding Cotwold Outdoor’s reach Building Ultra-Relevant Audience Profiles Cotswold Outdoor Group Data • RunnersNeed purchasers • CycleSurgery purchasers • Triathlon page visitors • GPS & watch category visitors Interest Categories • Swimming enthusiasts • Running enthusiasts • Cycling enthusiasts In-Market Audiences • Sports equipment • Fitness equipment • Hiking equipment
  8. 8. 7 As data is used to segment audiences it creates an additional challenge of how to reach those audiences with relevant messaging Reaching People with Impactful Creative Cost Workload
  9. 9. 8 For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profile Reaching People With Impactful Creative Example Audience Segments Catch Up TV Type Heavy Viewers Box Set Fans
  10. 10. 9 For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profile Reaching People With Impactful Creative Example Audience Segments Catch Up TV Type Heavy Viewers Box Set Fans
  11. 11. 10 For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profile Reaching People With Impactful Creative Example Audience Segments Catch Up TV Type Heavy Viewers Box Set Fans
  12. 12. 11 For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profile Reaching People With Impactful Creative Example Audience Segments Catch Up TV Type Heavy Viewers Box Set Fans
  13. 13. 12 For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profile Reaching People With Impactful Creative Example Audience Segments Catch Up TV Type Heavy Viewers Box Set Fans
  14. 14. 13 Contextual targeting can help define what stage a consumer is at Targeting Audiences at Opportune Moments
  15. 15. 14 TVTY We ran activity in-line with top brand perfumes TVTY – Testing with The Perfume Shop X90% of the top channels in the UK are available on Freeview
  16. 16. 15 The main opportunities in programmatic can be split into three areas: The Real Opportunity in Programmatic 1. Building ultra-relevant audience profiles 2. Reaching people with impactful creative 3. Targeting audiences at opportune moments
  17. 17. 16 “Programmatic” – The Biggest Buzz-Word in Advertising?

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