Катерина Василенко, стратегический директор по развитию Dentsu Aegis Network Ukraine и Александр Яценко, менеджер по развитию бизнеса Dentsu Aegis Network Ukraine о приходе новой эры в закупках медиарекламы - эры Программатик.

1. PROGRAMMATIC ADVERTISING FUTURE
AUTOMATION
WARS

2. Programmatic
“… is like teenage sex:
everyone talks about it,
nobody really knows
how to do it, everyone
thinks everyone else is
doing it, so everyone
claims they are doing it.”
Dan Ariely
Duke University

3. Programmatic, IAB
LET’S DEAL WITH IT!
Automated
buying and
selling of
digital media

4. IT’S ALL ABOUT EVOLUTION, LUKE!

5. FEW WORDS ABOUT UNDERSTANDING

6. THREE VITAL UNITS OF
PROGRAMMATIC FLEET
MEDIA DATATECH

7. ON THE NEIGHBOURHOOD

8. GLOBAL PROGRAMMATIC AD SPENDS
ARE GROWING DRAMMATICALLY

9. SO WHAT DO WE HAVE IN UKRAINE?

10. WHAT ARE THE CHALLENGES?!
Tech price
Fear of unknown
Data lack

11. PROGRAMMATIC BEST PRACTICE
JEDY’S STORIES OF
SUCCESS

12. • GOAL: drive effectiveness of media placement via proper planning
and placement
• SOLUTION:
– By activating TV synchronized-mobile and tablet devices, Granola has reached a CTR in 10
times higher than without synchronization
Granola Multiscreen Video / June 2014
10 times
C T R
i m p r o v e m e n t
INNOVATION: TV SYNCHRONISATION

13. • GOAL: drive Brand Awareness and visibility to soccer and sport
enthusiasts
• SOLUTION:
– Viewability optimization (50:1) of high-impact formats in real-time (Billboard,
Halfpage Ad, Pre-Roll)
– Brand awareness by targeting audience interested in sport & football
– Reactive content to boost brand emotion with German team as creatives
– TV-synced targeting to drive mobile engagement during live games of adidas’
teams
Granola Multiscreen Video / June 2014
39%
b e t t e r
v i e w a b i l i t y
OPTIMIZATION: DOUBLE DIGIT SAVINGS
77%
v i d e o c o m p l e t i o n
96%
C T R l i f t f o r
T V - s y n c

14. CHERNIGIVSKE CAMPAIGN IN FACEBOOK
• GOAL:
– To optimize Chernigivske promo campaigns in Facebook: reduce Cost per Like (fan) and
maintain high prospects’ reach
• SOLUTION:
– Targeting by broad TA: M18-35 provided high reach but wasn’t cost-effective in terms of CPL.
We used programmatic buying options to identify the most responsive target groups:
with low CPL and high Conversion Rate among prospects.
We segmented the promo campaign’s audience by all available criteria:
• Sociodemographic (sex, age, geographic, etc.), TA interests, Affiliation to our community
(friends of fans, exclution of fans, etc. ), Ad Formats (right column, mobile devices, news
feed, etc.)
– Ineffective campaigns were stopped and the budget was reallocated in favor of the most effective
campaigns.
52%
C P L d e c r e a s e
I n U A H d e s p i t e t h e
d e v a l u a t i o n
170%
C P L c o n v e r s i o n
g r o w t h
( 4 6 % v s 2 7 % )

15. PROGRAMMATIC TRENDS
FAR FAR AWAY IN
THE FUTURE

16. We overestimate the
effect of a technology
in the short run and
underestimate the
effect in the long run
Roy Amara
President Institute for the Future

17. CHANGE IS THE ONLY
CONSTANT

18. TWO CORE ASPECTS,
LINKED BY PEOPLE
SOURCE: Programmatic Everywhere? Data, Technology and the Future of Audience Engagement, A WINTERBERRY GROUP WHITE PAPER NOVEMBER 2013
+
AUDIENCE
INTELLIGENCE
(DATA)
PROCESS
AUTOMATION
(TECHNOLOGY)

19. CREATING A DATA DELUGE
WEARABLES
SECOND
SCREEN
(TV AND
SOCIAL)
VIRTUAL
REALITY
SOCIAL -
LOCAL –
MOBILE

20. BIG DATA NEEDS A BIG DATA SOLUTION
• 1.5 Petabytes of Data
Warehouse storage
• 6 trillion rows of cookies or
spots
• 127 million rows loaded in
seconds
• Enables real-time non-
aggregate analytics
Australia
China
Denmark
Germany
India
Italy
Singapore
Taiwan
UK
USA
TV
AffiliateNetworks
Display
LeadGen&Feeds
OutofHome
PPCSearch
PPCSocial
Press
SEO
SocialMedia
TV
Affiliate
Networks
Display
Lead
G
en
&
Feeds
O
ut of Hom
e
PPC
Search
PPC Social
Press
SEO
Social Media
TV
Affiliate Networks
Display
Lead Gen & Feeds
Out of Home
PPC Search
PPC Social
Press
SEO
TV
Display
Out of Home
PPC
Social
Pre
ss
SEOSocialMedia
TV
DisplayOutofHome
PPCSearch
Press
SEO
SocialMedia
TV
AffiliateNetworks
Display
LeadGen&Feeds
OutofHome
PPCSearch
PPCSocial
Pre
ss
R
adio
SEO
Social Media
TV
Out of Home
TV
Affiliate Networks
Display
Lead Gen & Feeds
Out of Home
PPC Search
PP
C Social
Press
SEO
Social Media
TV
Affiliate
Netw
ork
s
D
is
pla
y
Lead
G
en
&
Feeds
O
utofHom
e
PPC
Searc
h
PPC
Social
Press
SE
O
SocialMedia
TV
AffiliateNetworks
Display
LeadGen&Feeds
PPCSearch
PPCSocial
Press
SEO
SocialMedia
AdEx(Spends)
RAM(Ratings)
TAM
adserverdata(eg.doubleclick)
paneloftheactivatedntws
adserverdata(eg.doubleclick)
Audiwebview
mediaownersdata
webanalyticsfromtheclient
PaneloftheProvider
Audiposter
Media
ownersdata
Media
ownerspricelist
adserverdata(eg.double
click)
Goog
leAdwordsPanel
Yaho
oadwords
pane
l
Face
book
pane
l
socialbakers
twitterpanel
ADS
circulationdata
Aud
ipressreadership
data
media
own
ers
pricelist
Sea
rch
Eng
ines
Reputatio
nManag
er
Audite
l
GF
KRadio
Mo
nito
r
Me
dia
Ow
nersprice
list
MM
S
Nie
lse
n
Ad
wo
rds
Brandscre
en
DF
A
Go
og
leAffiliate
Ne
tworks
Ma
rin
Med
iaM
ind
Melt
wa
ter
Ra
dia
n6
Se
arch
En
gine
s
Ya
ho
oSe
arch
Marke
tin
g
Ad
wo
rds
Br
an
ds
cree
n
DFA
Goo
gleAf
filiate
Networ
ks
Mar
in
M
ed
iaM
ind
M
eltw
at
er
Rad
ian
6
Sea
rc
h
Eng
ines
Yah
oo
Sea
rc
h
M
ar
ke
tin
g
Adw
or
ds
Bra
nd
sc
re
en
DFA
G
oo
gl
e
Affi
lia
te
N
et
w
or
ks
M
ar
in
M
ed
ia
M
in
d
M
el
tw
at
er
Rad
ia
n
6
Sea
rc
h
Eng
in
es
Yah
oo
Sea
rc
h
M
ar
ke
tin
g
Nei
lsen
M
ed
ia
In
de
x
Adw
or
ds
Bra
nd
sc
re
enDFA
Goo
gle
Af
filiate
Net
wor
ksMar
in
Med
iaMind
Meltw
ater
Ra
dian
6
Se
arch
En
gine
s
Ya
ho
o Se
arch
Marke
tin
g
Ad
wo
rds
Br
an
ds
cree
nDF
A
Go
og
le
Affiliate
Ne
tworksMa
rin
Me
dia
MindMe
ltw
ate
rRa
dia
n 6
Se
arc
h En
gin
es
Yahoo Searc
h Ma
rke
ting
Neilse
n Me
dia
Ind
exAdwordsBra
nds
creen
DFA
Google Affiliate Netwo
rks
MarinMediaMindMeltwaterRad
ian 6
Search Engines
Yahoo Search Marketin
gAdwordsBrandscreen
DFA
Google Affiliate Networks
Marin
MediaMind
Meltwater
Radian 6Search EnginesYahoo Search Marketing
InfoSys
Nielsen Radio Diary
Google Affiliate Networks
Marin
Media
comScore
media vendors
Nielsen Online AdRelevence
Google Analytics
Marin
MediaMind
Ominiture SiteCatalyst
Nielsen XPRN
Google Adwords
Google Analytics
Marin
MediaM
ind
Omniture
YSM AdWords
Facebook PPC
Marin
Nielsen XPR
AWR
Google Analytics
Google TW and
Bing
Yahoo TW
Nielsen
Aria
nna
Nielsen
XPR
N
Ada
zzle
AdD
yna
mic
s
Atla
s
BrightTag
CC
S
Coms
core
DF
A
Go
ogle An
aly
tics
Hit
wis
e
Me
dia
Mind
Om
niture
Site
sid
e da
ta
Ta
gM
an
To
uc
hp
oin
ts
Eb
qu
ity
Po
sta
r
Po
ste
rbas
e
Pr
ism
Fo
reca
st
Pr
ism
Sc
en
e
Pr
ism
Sc
reen
DFA
/ othe
r ad
se
rver
da
ta
Fa
ce
bo
ok
ad
s AP
I
Fa
ce
bo
ok
insigh
ts
AP
I
Link
ed
in
Tw
itter
fir
eh
os
e
You
tu
be
/ Adw
or
ds
Ada
zz
le
DDS
IM
S
Adv
an
ce
dW
eb
Ran
king
Aut
ho
rit
yL
ab
s
Brig
ht
Edg
e
G
oo
gl
e
AdW
or
ds
Key
w
or
d
Too
l
G
oo
gl
e
Ana
ly
tic
s
M
aj
es
tic
SEO
Rav
en
Sea
rc
h
Eng
in
es
SEM
Rus
h
SEO
M
oz
Site
Cat
al
ys
t
W
eb
Tr
en
ds
Fa
ce
bo
ok
In
sigh
tTo
ols
Goo
gle
Ana
lytic
s
Mar
ke
tin
gtools
so
cialba
ke
rs
Sy
so
mos
Ad
va
ntag
eEd
geCC
S
Cl
ea
rDe
cis
ionsCr
aftDD
S
Je
t
K2
Me
dia
ex
plo
rer
Me
dia
tel
Ra
ce
Ra
dio
gauge
RA
JAR-Ra
ce
tou
chpointsAtlasDA
RT
InvitePointR
oll
Tur
n
Pos
ters
cop
e(DD
SPrin
tpakUS)
AOL
ASK
BingDAR
TSearch
Google
Yahoo
DDSPrintpak(US)
Bing
CoreMetricsDART
SearchGoogleAnalytics
iGoogle
Omniture
Yahoo
Facebook
NielsenPulse
Twitter
YouTube
DDSSpotpak(US)
Local-DDSSpotpak(US)
National-DDSNetpak(US)
Symphony
Nielsen
RMS
Symphony
Tableau
Adwords
Asteroid
CCS
DFA
DoubleClick
GA
GoogleAnalyticsMarin
Multipleinternalandexternaldatasources
RMS
Symphon
yWebtrendsYahoo
Bureau
ofMeteoro
logy
(Rainfall,Tem
p)
ClientSalesData
Gov
ernmentWebsites(Public,Sch
oolHoliday
s)
Nielsen
Sym
pho
nyDFA
iProsp
ectNie
lsenSymp
honyAdwo
rdsCh
annelAdvisor
DF
A
GA
Go
ogleAn
aly
tics
iProspect
Ma
rinSy
mph
on
y
Web
tre
nd
s
Ya
ho
oAC
Ne
ilsen
AQ
XBu
reau
of
Meteo
rology
(R
ainfall,Te
mp)
Clie
nt
ca
llda
ta
Clie
nt
Sa
lesData
CSV
Gov
er
nm
en
tW
eb
sites(P
ub
lic
,Sc
ho
ol
Holiday
s)
NielsenRM
SRoy
M
or
ga
n
Sym
ph
on
y
AC
Nei
lsen
AQ
XBur
ea
u
of
M
et
eo
ro
lo
gy
(R
ai
nf
al
l,
Tem
p)
Clie
nt
ca
llda
ta
C
lie
nt
Sal
es
D
at
a
C
SV
G
ov
er
nm
en
t W
eb
si
te
s
(P
ub
lic
, Sch
oo
l H
ol
id
ay
s)
Nie
lsen
Nie
lsen
(G
fk
from
20
14
)
RBA
RM
S
Sym
ph
on
y
Ada
p.
tv
Ada
th
en
a
Adg
oo
ro
o
Ad
ob
e Si
teCatalys
t
Au
thor
ity
La
bs
Br
ightEd
ge
Clic
ktale loop
1
CM
S
Co
remetric
s
Do
ub
le
Click
Flurry
GD
A
Go
og
le
An
aly
tics
iProsp
ec
t
Niels
on
Ad
Re
lev
an
ce
Ra
ven To
ols
RM
S
Ro
y Mo
rga
n
SiteC
ata
lys
t
Symp
hony
TubeMo
gu
Turn
We
bTren
ds
Asteroid
Clear Decisions
Fac
ebo
ok
Neilsen
Buz
zMe
trics
Sym
phony
YouTube
ABS
AC Neilsen
AQX
Arian
na
BCC
Broad
cast Map
Bureau of Meteorology
(Rainfall, Temp)
Client call data
Client Sales Data
CSV
eTAM
Government Websites (Public, School Holidays)
Nielsen
RMS
Symphony
TV Map
CCS
CODC
OCS
PRISM Map
PRISM plan
PRISM Score
PRISM Screen
CSM
CTR
Adform
DFA
Google Affiliate NetworksAdform
DFA
Gemius
Adform
Goallover DFAK2
Acqu
isio
AdThenaAdw
ords
Goo
gle Analytics
Goo
gle Correlate
Goo
gle Key
word Too
l External
Google Trendshom
e-built
reporting API with
out
a nam
e
Insight for Search
Marin
Ma
rke
t Suite
Facebook
Alc
hemy
Social
Ind
ex
De
nm
ark
Ba
secampE2
Iso
genLR
T
Ma
rin
Sit
eb
ea
m
Ra
ven To
ols
Sc
ream
ing
Frog
Se
arch
En
gin
es
Se
ve
ral brow
se
r plu
gin
s
Web
po
sit
ion
Ko
mfoRa
dian
6
so
cia
lbak
ers
K2
Outdo
or
Meter
Pr
ism
To
ols
Pr
ob
eAffilin
et
Belbo
on
Com
m
ission
Ju
nc
tio
n
Tr
ad
ed
ou
bl
er
Za
no
x
AM
NET
DFADFA
RM
Fla
sh
ta
lk
in
g
M
ed
ia
M
in
d
G
oa
llo
ve
r
DM
L2
M
A
Nie
lsen
Adw
or
ds
DFA
DFA
Sea
rc
h
Ig
nitio
nO
ne
inte
lliAd
Mar
in
Ya
ho
o/Micro
so
ftAd
Cen
ter
DFA
Fa
ce
bo
ok
Ignitio
nO
ne
intelliA
d
DM
L2
MA
Niels
en
DF
ANa
turalSe
arch
etr
acker
Go
og
leAn
aly
tics
Go
ogleWebma
ste
rAP
I
intelliAd
Ma
rin
Om
niture
Searc
hEngin
es
Searc
hm
eetric
s
seitwe
rt.d
SEOly
tics
Sistrix
Radian6
Talkwa
lker
DML2
GFK
(AG
F)
MA
Nielsen
GoogleAffiliateNetw
orks
DFA
MediaMin
d
Publisherdata
LocalAffiliatesNetworks
Adwords
Marin
Facebook
Twitter
YouTube
AdEx(Spends)
IRS(Readership)
Marin
Omniture
SearchEngines
BuzzMetrics
Radian6
AdEx

21. CONNECTED CARS
IN THE NEXT 3-5 YEARS
• Digital Radio
• Digital OOH
• Connected TV
WEARABLES
• So-Lo-Mo through
Maps, Places etc.
• Etc.
• Consumer data
• Linked to iTunes
• Across Apple Stack
• Expanded across
other devices and
channels.
• Etc.

22. 2020: TECHNOLOGY CRITICAL FOR SUCCESS
Buying 100%
programmatic. Creative
asset, linked with TV
Operations 100%
programmatic. First
medium without
cookies
Buying 100%
programmatic
Dynamic Content
generation
Operations automated.
Majority of the content
generation based on
consumer behavior
Operations
automated
Operations automated.
Buying 50% programmatic
Operations automated.
Buying 80% programmatic
Buying 100%
programmatic

23. THE MAIN TASK IS TO CHOOSE A
RIGHT PILOT

24. 5 MAIN FACTS YOU SHOULD
REMEMBER ABOUT PROGRAMMATIC
• Programmatic buying is growing dramatically and its one of hot
marketing topics all over the world
• Programmatic buying advantages:
– Hyper-focused Audience
– Efficient Buying Platform
– Better ROI
• Ukraine already has technological capacity for programmatic buying
• Data and analytics are main challenges for programmatic development.
Big IT systems are needed to identify trends and insights
• New media people are communication and IT fluent. And main task is to
find the right team

25. MAY THE FORCE BE WITH YOU!
ITS TIME TO START YOUR
PROGRAMMATIC FLIGHT!

26. OR DROIDS WILL WIN AND THE FUTURE
NOT BE BRIGHT FOR HUMANKIND
Elon Musk
CEO and CTO of SpaceX,
CEO and product architect of Tesla
Motors and chairman of SolarCity
Larry Page may be
“building a fleet of
artificial-intelligence-
enhanced robots capable
of destroying mankind”