This document discusses trends in programmatic advertising. It notes that consumers are constantly connected across multiple devices and touchpoints, requiring advertisers to reach them in new ways. Programmatic advertising allows automated buying and selling of ads in real-time to reach the right users. The document outlines several trends in programmatic, including the growth of programmatic direct deals between advertisers and publishers, taking programmatic to mobile and video, and using programmatic for brand goals beyond just performance. It also discusses challenges around platform consolidation and data integrity that programmatic can help address. Looking forward, the document suggests that programmatic techniques will continue expanding to new formats like TV.

1. Google Confidential
Adriano Henriques
Google / DoubleClick
FOTO DO
PALESTRANTE

2. Google Confidential
TENDÊNCIAS EM PROGRAMÁTICO

3. Google Confidential
The constantly connected consumer...
and the complicated, constantly changing
customer journey
38%
of all customer
journeys involve more
than one channel
of interaction
90%
of people switch
between screens to
complete tasks
56%
say tailored experiences
can convince them to
switch brands
Sources: Google, The New Multi-Screen World Research, 2012; McKinsey & Co, 2013
The
consumer
changed

4. Our
industry is
changing

5. “
Ad buying is horribly inefficient. One
estimate is that $10,000 of overhead
goes into the standard ad buy. As
they say in tech, that doesn’t scale.
Brian Morrisey, Editor-in-Chief, DigiDay

6. Using technology and
audience insights to
automatically buy and run
a campaign in real time --
reach the right user with
the right message.
WE’VE ALL HEARD THE PROGRAMMATIC BUYING BUZZ

7. THE FUTURE IS BRIGHT

8. Wave 3: Programmatic extends everywhere
Real-time Bidding
powers audience
buying Direct marketers cut waste
and can target at scale
banners on
desktop
Programmatic
goes direct Brand gets power / efficiency of
audience at scale
+ premium
Multi-screen, multi-
environment
Cross-device, new
formats
+ video, mobile

9. IN THE SPOTLIGHT: TRENDS TO WATCH
PROGRAMMATIC
DIRECT DEALS
TAKING MOBILE
PROGRAMMATIC
USING
PROGRAMMATIC
TO GROW BRAND
PLATFORM
CONSOLIDATION &
DATA INTEGRITY
1/ 2/ 3/ 5/ UNLOCKING THE
POWER OF VIDEO
4/

10. PLATFORM CONSOLIDATION &
DATA INTEGRITY

11. Source: The Future of Digital Marketing, Illuminas, May 2013
A SILOED DIGITAL APPROACH CREATES BREEDING GROUND FOR INEFFICIENCIES
average number of
digital marketing
platforms marketers &
agencies use to execute
their campaigns
4.9 of advertisers and agencies
say managing campaigns
across multiple formats is the
most significant digital
marketing challenge they face
44%pain points that agencies
deal with across the
campaign life cycle
25+

12. SOURCE: Time savings metric from BCG study in benefits of a unified platform.
BRIDGING THE DIGITAL DIVIDE BY CONSOLIDATING PLATFORMS
STREAMLINED WORKFLOWS, UNIVERSAL DATA MANAGEMENT & FULL CHANNEL MEASUREMENT
Using a unified
technology stack
generates resource
productivity
improvements up to
33%

13. PROGRAMMATIC DIRECT

14. c
[Programmatic Direct] uses the same pipes you would use for
RTB to actually execute the buy. This provides the efficiencies
of programmatic with the benefits of buying direct.
Dr. Mark Grether, COO of Xaxis

15. Source: IDC RTB in the US and WW, 2010-2017
1/3 OF ALL PROGRAMMATIC BUYS
WILL BE DIRECT BY 2017

16. Bringing
automated
technology to
high priority
inventory
transactions.
PROGRAMMATIC DIRECT IS CHANGING THE CONVERSATION
1/ ADVERTISER 2/ DATA
4/ PUBLISHER 3/ TECHNOLOGY

17. Programmatic support for all deal types
Open
Auction
Private
Auctions
Preferred
Deals
Unreserved
Advertisers
Publisher
Advertisers
Publisher
Advertiser
Publisher
Programmatic
Guaranteed
Guaranteed
Advertiser
Publisher

18. Access
Higher priority
opportunities to reach your
target audience
Control
More transparency around
where and to whom your
message is delivered
Context
Unique display, mobile,
and video placements on
premium inventory

19. USING PROGRAMMATIC TO GROW BRAND

20. Awareness Consideration Favorability Intent Purchase
Upper Funnel
Brand Performance
ProgrammaticReservation Buys
Lower Funnel
Yesterday
Tomorrow Reservation
Buys
Programmatic & Programmatic DIrectProgrammatic Direct
BRAND MARKETERS SHIFT TO PROGRAMMATIC
Google Confidential and Proprietary

21. TAKING PROGRAMMATIC MOBILE

22. Sources: Our Mobile Planet: Understanding US Smartphone Consumers, 2012, The New Multi-Screen World Research, 2012
CONSUMERS MOVE ACROSS MULTIPLE SCREENS & FORMATS
86%
of people use
their phones
while consuming
other media
90%
of multiple device
owners switch
between screens
to complete tasks

23. TAKING MOBILE PROGRAMMATIC

24. UNLOCKING THE POWER OF VIDEO

25. The definition of TV has changed
Within the past month, on which screens have you watched
original TV series?
Source: comScore
83%
92%
96%
Traditional TV
44%
28%
17%
Desktop / Laptop
Computer
49%
29%
18%
Tablet
31%
14%
5%
Smartphone
Age 18-34
Age 35-54
Age 55+

26. Impact: Digital video drives interest and awareness
40%12%
significant brand
awareness lift
significant brand
interest lift
Source: Internal Google Data, in US across all verticals

27. Programmatic Video
Brand
Engagement
What video buyers should care about
Verify results
● Viewability
● Player size
● Player position
● Audibility
Target content
and audience
• Category
• Audience
• Digital content labels
• Viewability
• Player Size
Optimize and
Measure
effectiveness

28. A look ahead

29. Workflow automation
will deliver real value to
programmers
Data will be leveraged
to enable cross screen
audience sales
Looking Forward: Programmatic TV
“Programmatic TV” will slowly evolve towards a real value proposition for the entire ecosystem
Programmatic pipes
will grow demand for
scatter and undersold
inventory
1. 2. 3.

30. THANK YOU