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Getting Beyond “Programmatic”
The document discusses the intersection of marketing and technology, highlighting the shift towards programmatic advertising and its potential for personalized communication and real-time insights. It emphasizes the evolving media landscape, the need for simplicity in implementing programmatic strategies, and the importance of adapting both digital and traditional media approaches. The director at Johnson & Johnson calls for industry collaboration to shape the future and enhance marketing effectiveness.
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Getting Beyond “Programmatic”
- 1. HELLO. Luke Kigel Director, Media& Connections - Americas Johnson & Johnson
- 4. Convergence of Marketing &Technology creates TENSION & POSSIBILITY
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- 6. The Media Industry We areat a true inflection point!
- 7. Source: MAGNA GLOBALDecember 2015 DIGITAL HAS REACHED THE TIPPING POINT 0% 10% 20% 30% 40% 50% 2015 2016 2017 2018 2019 2020 Global Revenue Share 2015-2020
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- 11. Buying an audience Remnant Inventory How itworks is through robots & a bidding process Using the trading desks to buy a specific audience Efficiently Hyper Target Auction based advertising Target the demo in real time
- 12. 12 © LUMA PartnersLLC 2016 Tag Mgmt Chat Real-time Message/Offers MARKETING TECHNOLOGY LUMAscape Mobile Web Website Creation & Mgmt Data Warehouses AB/MV Testing Translation Content Marketing Platforms DAM Feedback / Surveys Marketing Data Social Login/Sharing UGC Mgmt & Forums Online Video Players Players (SMB) E-Commerce Platform/Storefront (Enterprise) Social Referral E-Commerce Technology Merchandising Payments M-Commerce Website WCM Community Website Personalization & Optimization Landing Pages B2B Personalization Email Service Providers SEO Platforms / Tools Loyalty DMPs Site Perf/Opt Web Analytics Denotes acquired company Denotes shuttered company Integrated Mktg MgmtEmail Optimization Predictive Marketing Platforms DB Mktg Mktg Modeling/Attribution Sales & Marketing Sales Automation Marketing Automation Customer Relationship Intelligence Social Marketing Management Sales/ MktgVisualizatio n
- 13. concept, Programmatic issimple Right Audience Right Message Right Time So we can improve how we do this IN CONCEPT, “PROGRAMMATIC” IS SIMPLE “PROGRAMMATIC” enables this Precisely Defined Customer Segments More Personalized Communication Real-time Execution, Insights & Measurement + +
- 14. “SIMPLICITY IS THE ULTIMATE SOPHISTICATION.” –Leonardo da Vinci (and/or Steve Jobs)
- 16. “EVERYONE IS SOMEONE’S ASSISTANT MEDIAPLANNER.” – My Old Boss
- 17. If you wantsupport and buy in to impact change… MAKE IT SIMPLE.
- 18. “PROGRAMMATIC” 2 MACHINES OVERPEOPLE EMPHASIZES
- 19. “EVERYTHING WILL BE PROGRAMMATIC INFIVE YEARS.” – Everyone
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- 21. And how willit be done? DIGITAL UNIVERSE $160B c TRADITIONAL MEDIA UNIVERSE $345B DIGITAL UNIVERSE $160B We spend a lot of time trying to move $ from traditional to digital Can we fully apply digital principles to traditional media? Source: MAGNA GLOBAL December 2015 c
- 22. Technology will enable,but we (people) will apply it to drive change
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- 25. “PROGRAMMATIC” PRINCIPLES CAN BEAPPLIED TO FACEBOOK segment context channeltrigger PERSON INTERESTS MOMENT 1-to-1 communications MESSAGE COMMUNICATION SEGMENT CONTEXT TRIGGER CHANNEL CTA FORMAT Personalization at scale PUBLISH
- 26. IT’S NOT ABOUTTHE PIECES BUT HOW THEY WORK TOGETHER.
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- 29. 29 THE “DATA GUY” ISYOU (and me)
- 31. 31 1. SIMPLIFY IT FOR “PROGRAMMATIC” TOBECOME PART OF OUR INDUSTRY DNA… 2. SHAPE THE FUTURE 3. LEARN NEW “LANGUAGES”
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- 33. THANK YOU. Luke Kigel Director,Media & Connections - Americas Johnson & Johnson