Exchange Lab
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This document discusses how a meta approach using multiple demand-side platforms (DSPs) can help future-proof chief marketing officers. It notes that each DSP has strengths in different geographies and tactics. A meta DSP approach provides increased performance, price efficiency, greater reach, and future-proofing by leveraging multiple technologies and DSPs' local strengths. This helps address increasing complexity as more channels like programmatic TV are traded programmatically.
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Exchange Lab
- 1. theexchangelab.com WARREN JANSONS HEAD OF SALES @exchangelab HOW THE META APPROACH CAN FUTURE PROOF CMOs
- 2. theexchangelab.com AUTOMATION WAS SUPPOSED TO MAKE THINGS… theexchangelab.com
- 4. theexchangelab.com WHICH IS WHICH? LET’S LOOK A LITTLE CLOSER
- 8. theexchangelab.com PROGRAMMATIC TV Source: Viewpoints by Neo@Ogilvy Feb 2015 Magna Global, 2015, eMarketer 2015 $3B N IN 2016 PROGRAMMATIC TV IS EXPECTED TO ACCOUNT FOR By 2020 20 - 50% of all TV advertising may be bought programmatically
- 9. theexchangelab.com HOW DO CMOs DELIVER RESULTS TODAY AND FUTURE PROOF AT THE SAME TIME? ?
- 10. theexchangelab.com EFFICIEN CY TRANSPARE NCY INSIGHT RESOURCES KEY TRENDS WE CONSISTENTLY HEAR VALUE FOR MONEY
- 11. theexchangelab.com • FACILITATE cogs potentially – something that explains programmatic PROGRAMMATIC’S ROLE • SCALE • AUDIENCE • TEST & LEARN COST EFF
- 13. theexchangelab.com REALITY VOL UME Cost of KPI ADD TIME = REALITY % GROWTH
- 15. theexchangelab.com KEY BENEFITS OF A META DSP INCREAS ED PERFOR MANCE PRICE EFFICIE NCY GREA TER REAC H DSP performance varies by tactic and geography Meta approach delivers huge scale advantage Different market access price points by DSP FUTURE PROOFIN G Mitigate risk by leveraging multiple technologies GEOGRA PHIC FLEX Leverage DSP’s local market strengths
- 16. theexchangelab.com THE EXCHANGE LAB MODEL
- 17. theexchangelab.com Note: Based on an average campaign running in a single market PROTEUS MAKES MULTI-PLATFORM VIABLE Using Proteus to run a 5 platform campaign saves an average of c.20 hours per campaign Allows campaigns to be run at scale very quickly Reduces human error
- 18. theexchangelab.com WHICH PLATFORM ? ALL DSPs ARE THE SAME?
- 19. theexchangelab.com PERFORMANCE BY GEOGRAPHY Belgium France Germany Italy Netherlands Spain UK USA
- 22. theexchangelab.com 22 Tactic Imps CPM CTR Perf Rank Channel Targeting 931,355 $1.65 0.608% 100 Channel Targeting 33,245 $1.50 0.018% 3 Channel Targeting 202,970 $3.12 0.084% 7 Platforms Exchanges 4 8 NOT ALL IMPRESSIONS ARE EQUAL
- 23. theexchangelab.com DSPS USED PER CAMPAIGN 4 4 6 45 4
- 24. theexchangelab.com FACTORS DRIVING INCREASED DIRECT CLIENT DEMAND Transparency Transparent commercial model and reporting Business Information Customer insights and client dashboards Increased performance Scalable performance in line with client KPI’s Region specific solutions Broadest coverage of the market ensuring reach at scale regionally Future proofing Agnostic relationships with our vendors Clients demand The Exchange Lab delivers “Working with Google is like working with ITV. The Exchange Lab’s multi-DSP strategy allows us access to additional inventory – it’s like working with ITV, Channel 4, Channel 5 and all the other channels combined” Phil Sweeney, Head of Marketing Channels, Experian
- 25. theexchangelab.com IN SUMMARY Complexity will increase as more channels are traded programmatic ally Each DSP has its strengths Using siloed technologie s is not scalable
Editor's Notes
- Good morning, my name is Warren Jansons……………basic intro.
- In theory technological advances should make us more efficient. So in our world that means that the CMO has more time to concentrate on developing brand value, reputation and ultimately an increase in market share using measurable cross channel insights and data
- However the inverse seems to be true and things are more like this
- Let’s take the current programmatic eco-system. There are well over 100 demand side partners to choose from in the desktop/mobile domain. Big names like AppNexus, DBM, MediaMath, Amazon, The Trade Desk and so on. On the face of it, it’s almost impossible for a CMO to distinguish between them, they are all genuinely fantastic platforms that have been developed by very smart people backed by huge amounts of VC money. Add into the mix new platforms that are concentrating on Native, Radio, Outdoor and TV and all of a sudden the CMO is looking at a myriad of partners who don’t interconnect or play nicely. How does a CMO make sense of it all and start to draw actionable insights from all this ‘siloed’ data? It’s very hard to look into the future with the pressure and reality of today’s requirements for delivery versus goals
- THEREFORE THE FOCUS BY MARKETING TEAMS TODAY TENDS TO BE ON WHAT IS CURRENTLY BIDDIBLE PROGRAMMATICALLY AT SCALE Display Video Search Social Across Desktop, Tablet and Mobile AND that is understandable, however
- WE ARE ALREADY SEEING THE FOLLOWING MEDIA STARTING TO BE TRADED PROGRAMMATICALLY AND THE SCALE IS COMING
- Global programmatic spend is expected to triple to 37bn from 2015 – 2019. Our business’s revenue used to be 95% performance based campaigns and over the course of the last year we are now seeing 50% brand spend and 50% performance
- And these are the trends we hear the most from both our Agency partners and direct clients… Efficiency: Improve campaign performance Get more for our budget Simplify & scale operations Align with my media/creative agency Transparency Show me how my money is being spent Where are my adverts appearing Are my ads being seen Are you taking care of my brand Insight Give me insights I can actually use Help shape my strategy Resources How do I need to retrain/reskill my team Do I need to hire specialists internally Value for Money Help me understand how we improve return on investment
- What is programmatic’s role as a marketing tool in all of this. Its to 1. Facilitate Efficiencies: 2. Deliver Scale…to reach the entire ecosystem.. 3. Reach Audiences (On any screen at any time no matter where they are) 4. Push those learns up the funnel, help make better decisions including traditional or non digital media. 5. And finally TEST AND LEARN, which is a continuous process. Algorithms aren’t the answer to this but just another tool we use to learn where our audience or customer is. The creative message and how and when this is delivered is plays a MASSIVE role as let’s be honest the consumer doesn’t care deeply about how the ad is delivered only that it creates a positive emotion in them. Using technology to provide the framework to test and learn efficiently with a real time feedback loop
- The utopia would of course to continue to drive more positive KPI outcomes at an ever decreasing cost. If only……
- The reality is of course that you reach an optimum point and then become less efficient
- The market is vast, access points are many and varied and it is a continually moving feast. How do you make sure you have access to the right technologies to maximise your opportunity without creating an insurmountable level of work and complexity for your team? Added to that is the fact that new technologies are appearing all of the time, each claiming to have created a new best of breed solution that will solve all your needs whilst delivering bespoke and actionable insights SO HOW DOES A MARKETER DECIDE WHICH ONE TO USE?
- There are 5 main reasons why the Meta DSP approach delivers great value to advertisers Firstly utilising multiple DSPs on a single campaign delivers increased performance versus KPIs, as different DSPs have different strengths based on a variety of factors including by tactic, geography or access to data Secondly the Meta approach uncovers ways to deliver price efficiencies by enabling clients to access inventory in the most price efficient way possible Thirdly the Meta approach delivers huge incremental scale advantages enabling advertisers to reach more of their target audiences more often versus it’s competitors
- YOU DON’T HAVE TO CHOOSE, WE HELP YOU DO THAT BASED ON YOUR CAMPAIGN OBJECTIVES. OUR COMMITMENT TO CLIENTS IS THAT WE WILL ALWAYS HAVE THE BEST OF BREED TECHNOLOGIES AVAILABLE AS AND WHEN YOU NEED IT. OUR FLEXIBLE TECHNOLOGY ENSURES WE CAN PLUG DSPS IN AND OUT AS AND WHEN NEEDED. And a little about The Exchange Lab’s approach For those of you who don’t know we a programmatic marketing company. With Proteus our preparatory management platform we connect Brands to best of breed programmatic technologies. We are currently integrated with 8 of the leading DSP’s (pictured) plus a host of eco-system partners from DMP’s and brand safety providers to attribution businesses and antifraud technologies. Proteus is the One platform to manage them all. Delivering Holistic view of the marketplace – See all Exchanges all inventory regardless of screen. Pricing efficiencies between exchanges – Take advantage of the publishers waterfall and multiple SSP connections. Reach total audience by scale (because each exchange does not reach every person) Use each platform for its strengths, and that can change per client, per audience per situation. And most of all unified all this data into one management platform to trade from, report from, deliver insights and manager campaigns more holistically. And as per previous, when new technology businesses are created and launched to deliver TV, Radio and OOH programmatically, we will connect with the leading exponents to provide full access and scale This can be referred to as a META solution
- This is one of 1000 heat maps that are live in our system, Proteus. One audience, one client sector, one geography…so what does it tell us? Each column represents a single DSP and each row is a tactic to be used to segment and engage a customer. Each DSP have varying strengths, which allows us to tap into the best solution for each tactic and inventory type. We still have our traders, “MAN” this process. You could argue the media business is more complicated than financial markets (although not in scale just yet) but finance markets believe this man/machine mix just as we do.
- In addition to incremental reach a meta DSP has a unique view of the pricing landscape. Looking at data across all advertisers in December we can see huge pricing differences and therefore pricing opportunities that are not available without a Meta DSP. On the left we can see CPM pricing for yahoo that we saw broken out by four DSP’s. You can see that the average clearing price for Yahoo through Mediamath was significantly higher than the other DSP’s with TTD being the least expensive. The other chart shows this for different media owners which gives a good visual idea of how dynamic and varied the auction landscape is. This is a unique view of the market and provides our trading team with price optimisation data.
- VW has been successful in programmatic and in this case using a multi-platform approach was extremely effective because following the test-and-learn phase we were able to hone in on three DSPs that were the most effectively delivering VW's messages to its key group of consumers online while also prospecting.
- Ad Tech has created chaos, but decreases chaos when used strategically fragmentation will increase as more channels are traded automatically Using siloed technologies is not sustainable or scalable No one partner can reach the entire market Each accesses different parts of the market in different ways at different price points Utilising a Meta approach is the best solution (better wording of course)