What is a goal-based marketing approach? With all the confusing literature on programmatic advertising, its associated technologies and acronyms, brand marketers are bound to be bewildered and concerned on how programmatic can improve their business and achieve results. In this presentation, Matt Ware will discuss an approach framework that helps you focus on kickstarting your programmatic practice and deliver true revenue and business outcomes.

1. v
5 steps to choosing
a programmatic partner
Matt Ware, Commercial Director, APAC
iMedia Brand Summit, 21 April 2015

2. How do you choose the right
programmatic partner?

3. The 5-step Framework
Establish right reasons to
move to programmatic
Pre-vet the candidates
Running the test
Evaluate the winner
Choose the right brand
1
2
3
4
5

4. Establish the right reason
to move to programmatic1
 Increasing marketing efficiency
 Resource productivity
 Data as a differentiator
 Marketing effectiveness
 Cost center revenue driver

5. Choose the right brand2
 ROI vs CPC?
 Avoid shallow goals (CPM, CPC)
 Test true algorithm capabilities
 Has multiple data signals
 CRM
 Intent
Pick a large brand with large
budgets and deep goals

6. Pre-vet the candidates3
Technology
integrations
 Breadth of supply
 Partner ecosystem
 3rd party data
Technical
Infrastructure
 Global QPS
 Data centers
Omni-channel
capabilities
 Display
 Video
 Social
 Mobile
Metrics
 Reach & Frequency
 Acquisition
 Engagement
Service & Support
 Local support
 Certification
Enterprise
customizability
 Online sales

7. Running the test4
Level-playing field
 Market
 Budget
 Goal
 Duration
3rd party audit
 Use a neutral party to
test performance
Adequate budget
 A large budget is like a
magnifying glass
 Performance easier to
observe
Keep it simple
 Have clear goals

8. Evaluate the winner5
 Performance
 Scale
 Insight
 Transparency
 Workflow
 Service
 Flexibility
 Future-proof

9. SUMMARY: The 5-step Framework
Establish right reasons to
move to programmatic
Pre-vet the candidates
Running the test
Evaluate the winner
Choose the right brand
1
2
3
4
5

10. THANK YOU
mware@mediamath.com
@mediamathAPAC
facebook.com/mediamath