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Programmatic as a means to meeting your marketing goals by Darragh Daunt - Incisive Create Ad Effectiveness
Programmatic media trading allows brands to meet marketing goals through automated digital ad buying. It connects advertisers with premium publishers via real-time bidding on ad exchanges. Programmatic buying offers benefits like improved targeting, consolidation of buying points, and greater efficiency. Feedback from buyers has been positive, citing increased ROIs and efficiency. For publishers, programmatic buying fueled by data and audience targeting is expected to increase CPMs. Private marketplaces offer advertisers preferential access to quality inventory in brand-safe environments in exchange for higher CPMs.
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Programmatic as a means to meeting your marketing goals by Darragh Daunt - Incisive Create Ad Effectiveness
- 1. Programmatic as a Means to Meeting your Marketing Goals Darragh Daunt Marketplace Development Google Google confidential
- 2. Google Marketplace Developmentteam connects brand advertisers with premium publishers through programmatic ad trading Google confidential
- 3. 1 WHAT is programmatic media trading ? 2 WHY do we need it? 3 HOW is it working in practice? 4 Questions Google confidential
- 4. What is Programmatic Media Trading? What does programmatic trading mean? How does it differ to current media trading? How big is this market? Google confidential
- 5. Programmatic buying isthe process of executing media buys in an automated fashion through digital platforms such as: exchanges, trading desks, and demand-side platforms (DSPs). Fax Machines Cutting & Pasting Google confidential
- 6. The programmatic visionof media buying.... Media plan in Excel Media plan in DSP Phoning media owners for avails Check Exchange or use RTB Approval from clients No change here! Negotiations and buying Private Auction / First Look / RTB Collect creative specs Dynamic / One size fits most Sign & fax IO’s Eradicated Upload to iDESK / Adazzle Same but fewer billing points Trafficking & send tags Generated by the DSP Pulling reports / cutting & pasting Live dashboard Google confidential
- 7. Programmatic trading hasmoved from concept to reality RTB Impressions on AdX 2010- 2012 Google confidential
- 8. 20% of Displayspending projected to be delivered programmatically in 2013 Google confidential
- 9. Why do weneed Programmatic Media Trading? What is the value proposition? How is it being received in the market? What’s in it for publishers? Google confidential
- 10. Targeting and operationalefficiency benefits make programmatic attractive to marketers Audience Buying A+B Real-time decision-making for every impression. Consolidation C Consolidation of buying points and channels. Data D Targeting users with 1st & 3rd party data. Efficiency E Less time spent faxing and trafficking. Greater ROI from universal frequency capping and centralised re-targeting. Google confidential
- 11. Buyer feedback hasbeen positive Kelloggs On ROI: We’ve seen tremendous results when using programmatic buying. Depending on the brand, the digital media ROIs have increased as much as six times, according to our 3rd party market mix models. Kelloggs On efficiency: Bottom line, programmatic buying is more efficient, more effective and more transparent than the traditional digital media buying model. It’s more efficient because it’s automated and eliminates expensive overhead. Bob Arnold, Associate Director of Digital Strategy, Kelloggs, Nov ‘12 Google Confidential and Proprietary 11
- 12. For publishers, data-infusedprogrammatic buying on quality inventory will grow CPMs Emerging ad types and pricing models will get a bigger share of budgets by 2017, according to the report. Program media, fueled by audience targeting, will offer the best performance. As marketers compete for similar audience segments and number of bids increase, average CPM prices of exchange impressions will rise from $3.17 to $6.64 by 2017. Forrester: Data, program buying to support $28 Billion for Display Media in 2017, MediaPost Oct, 10th, 2012 Google confidential
- 13. How does ProgrammaticMedia Trading work in practice? What are private marketplaces? What programmatic strategies are buyers and sellers using? Google confidential
- 14. Programmatic buying bringswith it new, safer ways of connecting buyers & sellers Reservation Buying ads sold via direct Ad Networks transactions between ad networks aggregated advertisers/agencies and inventory and sold it to Ad Exchanges publishers advertisers. helped a real-time Private publishers by selling marketplace with a Exchanges inventory they could not large pool of liquid Exclusive advertiser-to- sell themselves inventory not sold in publisher inventory direct buys relationships for programmatic 1990s purchasing in brand safe environments today Google confidential
- 15. Private Marketplaces offerpreferential access in return for higher CPMs Open Auction Private Auctions Preferred Deals Private Marketplace Options Google confidential 1 5
- 16. How the PrivateMarketplace options work together with the open auction Fixed Price Description Publisher Deal One Buyer Fixed-price, Pre-auction deal with one buyer. First Tier: Preferred Deals Private Publisher Auction Select Buyers 2nd price auction with select group of buyers. Second Tier: Variable CPM floors set Private Auctions per buyer. Open All Buyers Publisher 2nd price auction with Auction all buyers, minus Third Tier: those blocked. Open Auction Google confidential Google confidential
- 17. First look atuser is possible where ad server and ad platform integration exists Preferred Deal Direct Sales Direct Sales Private Auction Preferred Deal Private Auction Open Auction Open Auction Google confidential
- 18. Deliver a targetedbrand message to that user within the creative • Headline – weather based • Product images – weather based • Product copy – product based • Footer image – weather based • Local Lowe’s – IP zip code based • Call-To-Action – User interest based Google confidential
- 19. Buying and sellingis easy through the Marketplace UI Solicit offers, negotiate, and execute, all without sending an email or picking up the phone. Google confidential
- 20. Several common publisherstrategies on Private Marketplaces (PMPs) are emerging 1) Develop PMP relationships with existing direct advertiser clients to provide more ways to help them meet marketing goals 2) Use a PMP as a channel to engage with new advertisers where no relationship has existed previously 3) Give existing programmatic buyers in the open auction preferential access in return for higher CPMs 4) Look at programmatic PMPs as way to automate some parts of an existing a buyer relationship Google confidential
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