This document discusses how programmatic technology enables customer-centric marketing. It notes that a customer's journey occurs across multiple touchpoints and that programmatic advertising helps overcome barriers to understanding customers by targeting the right person at the right time and place. Programmatic spending has grown significantly in recent years and will account for most display ad spending by 2017. Several major brands are adopting programmatic advertising and seeing improved results and ROI. The document advocates using first-party data and programmatic buying to drive more profitable marketing and improve the customer experience with relevant messages.

1. v
Realizing Customer-Centric Marketing
with Programmatic Technology
Ross McNab, MD North America, MediaMath
Argyle, April 21st, 2015

2. A Customer Journey Has Multiple Touch Points

3. Barriers to Realizing Customer-Centricity

4. Programmatic Enables Customer-Centric Marketing
Audiences
Right Person
Optimization
Right Outcome
Media
Right Time, Place
A Holistic Enterprise Marketing Solution Has Four Pillars
It Activates Audience Data, Personalizes Creative, Automates Media Buying, Optimizes to Goals

5. But First … A Crash Course

6. The Exchange Ecosystem
Advertiser DSP Exchanges /
SSPs Publishers Audience

7. $7.5b 2013
$11.3b 2014
$15.8b 2015
Spend growth last three years …

8. By 2017 it will account for 83% of display spend

9. ““ Procter & Gamble wants to
buy 70% to 75% of its U.S. digital
media programmatically
by the end of this year
American Express would
like to transform their Display
Media Channel to become
100% programmatic.
““
These Brands Were Quick To Adopt Programmatic
Financial Services Institution
We’re probably 60%
programmatic, 40%
traditionally planned and
managed today. By the end of
the year it will be about 95%.
““
We’ve [Kellogg’s] seen
tremendous results when
using programmatic buying.
Depending on the brand,
the digital media ROIs have
increased as much as six times
““

10. Programmatic Is Driving Results For Marketers
How programmatic supports
greater business goals
Drives direct revenue, improves our understanding od digital
ROI, and keeps marketing accountable to bottom line
62%
70%
60%
50%
40%
30%
20%
10%
0%
Top outcomes derived
from programmatic
Improve media
buying
efficiency and
targeting
62%
100%
80%
60%
40%
20%
0%
Improve customer
experience through
relevant messaging
91% 90%
9%
14%
SOURCE: WBR Survey 2015

11. Data enabled marketing
Use your own signals to drive profitable
marketing. No one else has these
signals.

12. Own your own home?

13. Or rent for life?

14. Separate the wheat from the chaff

15. 15
Programmatic Marketing isn’t just RTB…

16. One connected source providing
access to addressable media in all
channels

17. buy media in a way
B. Bonin Bough
VP, Global Media &
Consumer Engagement,
Mondelez International
Why would I not
that I can get data back
and use it to make
smart decisions?

19. ROI Optimisation – Early Results
ROI Campaign (indexed)
• ROI: 10.09x 15%
• AOV: 1.55x
• CPA: 7.13x
CPA Campaign (indexed)
• ROI: 9.5x
• AOV: 1.51x
• CPA: 8.02x

20. THANK YOU
facebook.com/mediamath
@MediaMath
Ross McNab