This document discusses the possibilities and state of programmatic advertising across various offline and digital channels. It covers programmatic options for audio/radio ads, digital out-of-home (DOOH) advertising, television, and print. For each channel, the document outlines current technical capabilities for programmatic buying and targeting, as well as future developments and case studies. The overall agenda suggests programmatic advertising can enhance cross-channel marketing by improving granular targeting, measurement, and storytelling.
Is programmatic buying good or bad for the industry? In this Interview With An Expert, Ken Mallon, Global President of Ipsos ASI | digital, shares his perspective on what you need to consider to make programmatic buying work for your communications plan.
Programmatic Right Here, Right Now ( English Version )Xavier Garrido
Presentation done at II Forum Programmatic during March the 1rst 2016 in Madrid.
In this presentation, i tried to bring closer programmatic in a simple way to the audience emphasizing that we are facing a paradigm shift in the advertising industry.
150223 blm bvdw webradiomonitor 2014_goldmedia_english versionGoldmedia Group
The online audio usage in Germany is growing steadily; high bandwidth and the mobile Internet promote the online audio consumption. The gross investment in streaming audio advertising will grow by more than 50 percent in 2015. These are the main results of Webradiomonitor 2014.
The study was conducted by Goldmedia on behalf of the Bavarian regulatory authority for commercial broadcasting – BLM (http://www.blm.de) and – for the first time – by the focus group “Audio” of the Bundesverband Digitale Wirtschaft – BVDW (http://www.bvdw.org).
Webradiomonitor 2014 gives a comprehensive market overview of providers, use, scope and ad revenue among German online audio services for the sixth time. The study is based upon extensive primary data research, through surveys of all online audio providers in Germany, conducted from June to August of 2014.
Is programmatic buying good or bad for the industry? In this Interview With An Expert, Ken Mallon, Global President of Ipsos ASI | digital, shares his perspective on what you need to consider to make programmatic buying work for your communications plan.
Programmatic Right Here, Right Now ( English Version )Xavier Garrido
Presentation done at II Forum Programmatic during March the 1rst 2016 in Madrid.
In this presentation, i tried to bring closer programmatic in a simple way to the audience emphasizing that we are facing a paradigm shift in the advertising industry.
150223 blm bvdw webradiomonitor 2014_goldmedia_english versionGoldmedia Group
The online audio usage in Germany is growing steadily; high bandwidth and the mobile Internet promote the online audio consumption. The gross investment in streaming audio advertising will grow by more than 50 percent in 2015. These are the main results of Webradiomonitor 2014.
The study was conducted by Goldmedia on behalf of the Bavarian regulatory authority for commercial broadcasting – BLM (http://www.blm.de) and – for the first time – by the focus group “Audio” of the Bundesverband Digitale Wirtschaft – BVDW (http://www.bvdw.org).
Webradiomonitor 2014 gives a comprehensive market overview of providers, use, scope and ad revenue among German online audio services for the sixth time. The study is based upon extensive primary data research, through surveys of all online audio providers in Germany, conducted from June to August of 2014.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Native Advertising: scenario internazionale, trend, definizione di Native Advertising e statistiche.
La presentazione di Pasquale Borriello, Account Director ARTATTACK native adv durante Social Media Week Rome 2015, durante il panel Content & Native con Guido Scorza, Federico Fini e Claudio Vaccaro.
AdWords is obviously the king of search engine marketing
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the industry has evolved beyond what AdWords offers.
Superior reach, targeting, and optimization are now found
in the realm of real-time bidding technology and realized
through Programmatic demand-side platforms.
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The second section to this series covers information about programmatic buying digital audio. Here you'll find: facts of programmatic buying, tips to improve campaigns, trends and more.
Because the digital landscape is constantly changing, Anvil’s team always tries to keep a pulse on the latest and greatest in digital trends to ensure we’re bringing innovative strategies and solutions to our clients. In our next webinar, our Paid Specialist, Kari Schroeder, and team will discuss what is new in digital media including OTT, Real-Time Bidding, Programmatic and other advancements in digital. Of these topics, we will be doing a deep dive into what “over-the-top” (OTT) means and examples of how streaming platforms can be leveraged as well as outlining the differences between Programmatic and Real-Time Bidding (RTB). Through our discussion, we hope to inspire you to test some new tactics and get creative with your media plans.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Native Advertising: scenario internazionale, trend, definizione di Native Advertising e statistiche.
La presentazione di Pasquale Borriello, Account Director ARTATTACK native adv durante Social Media Week Rome 2015, durante il panel Content & Native con Guido Scorza, Federico Fini e Claudio Vaccaro.
AdWords is obviously the king of search engine marketing
(SEM) platforms. But when it comes to display advertising,
the industry has evolved beyond what AdWords offers.
Superior reach, targeting, and optimization are now found
in the realm of real-time bidding technology and realized
through Programmatic demand-side platforms.
Technology environment, programmatic strategies – where we are and where are ...IAB Bulgaria
Technology environment, programmatic strategies – where we are and where are we heading? Best worlwide practices and how to apply them in Bulgarian market, Tomasz Musial, General Manager CEE Region and Nikodem Sarna, Business Development Manager-Demand CEE , SmartAdServer
Programmatic Elementes Guide: 85 elements of programmatic successHeadway
On the year of the periodic table of elements, we launched our Programmatic Elements, a tool for digital marketers to explore all the opportunities programmatic advertising has for brands.
Learn more at programmaticelements.com
The second section to this series covers information about programmatic buying digital audio. Here you'll find: facts of programmatic buying, tips to improve campaigns, trends and more.
Because the digital landscape is constantly changing, Anvil’s team always tries to keep a pulse on the latest and greatest in digital trends to ensure we’re bringing innovative strategies and solutions to our clients. In our next webinar, our Paid Specialist, Kari Schroeder, and team will discuss what is new in digital media including OTT, Real-Time Bidding, Programmatic and other advancements in digital. Of these topics, we will be doing a deep dive into what “over-the-top” (OTT) means and examples of how streaming platforms can be leveraged as well as outlining the differences between Programmatic and Real-Time Bidding (RTB). Through our discussion, we hope to inspire you to test some new tactics and get creative with your media plans.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
In this webinar we divulge our unique approach to video advertising, audience, and campaign planning. We also unpack how to holistically measure your ad campaigns and attribute video conversions with metrics like reach and frequency.
Digital Advertising & Marketing Entrepreneurship: current building blocks and...Elias Gagas
Presented at Hellenic American college on April 28th ( http://haec.gr/en/aboutus/past-events/elias-gagas )
Additional links to material contained within:
- http://www.lumapartners.com/resource-center/lumascapes-2/ (these are the Lumascapes - some were included in the presentation)
- http://www.conversationprism.com/ (this is the social map)
- https://www.youtube.com/watch?v=-Glgi9RRuJs (the video showed)
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The advertisers point of vue, the media agency point of vue, the user point of vue… and the chaos scenario. Let’s discuss this together!
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About Johannes
Johannes is currently C More Chief and SVP Consumer Business at MTV Oy, where he has been since August 2016.
Johannes rebranded and re-positioned the consumer business and launched the new C More SVOD service in April 2017 with the aim to be the local No1 in Premium streaming services. Previously he was CEO of Viasat in Finland and the Baltics. During this time the Viaplay SVOD service was launched in all territories and became one of the leading services challenging Netflix.
Johannes has extensive experience in media and digital services.
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Offline Programmatic Possibilities
1. 1 Wir sind Experten für Digitales Marketing.
Offline Programmatic
PossibilitiesElena Nikanorova, 20.02.2018
2. Programmatic Offline-to-Online
Options
Programmatic Audio/Radio Ads:
What is possible?
DOOH:
State-of-the-art and What is coming
Programmatic TV:
Current technical possibilities
Print Programmatic:
Already there? Potential development
Agenda
3. 3 Wir sind Experten für Digitales Marketing.
Programmatic Offline-to-Online Options
Audio /
Radio Ads
DOOH
Print
Programmat
ic
Programmat
ic
TV
Source: spacedealer, SevenOne Media, Broadsign, G+J E/MS
4. Programmatic Offline-to-Online
Options
Programmatic Audio/Radio Ads:
What is possible?
DOOH:
State-of-the-art and What is coming
Programmatic TV:
Current technical possibilities
Print Programmatic:
Already there? Potential development
Agenda
5. 5 Wir sind Experten für Digitales Marketing.
Programmatic Audio – Case Study
Client:
gigmit.com (booking
platform for musicians)
Solution:
relevant targeting on SoundCloud
Audio ad+companion banner
Tracking and Reporting via adform
DSP
Goal:
increase of registrations on the
platform
Results:
5,8% CR
0,55% CTR (>2 times higher as in
classic programmatic campaigns)
6. 6 Wir sind Experten für Digitales Marketing.
Programmatic Audio – Soundcloud Audio Creatives
Source: spacedealer
7. 7 Wir sind Experten für Digitales Marketing.
Dynamic personalized audiospots in real-time, based on an adjustable mixture of
elements
Personalized Ads via Online Radio
How do dynamic audio ads work?
Snippet 1
Snippet 2
Snippet 3
Snippet 4
Snippet 5
Targetings
available:
location, time,
weather, device, mood
(sport, party, relax,
etc.)
Snippet 1 Snippet 2 Snippet 3
Snippet 1 Snippet 2 Snippet 5
Audio ad for „party“
mood:
Audio ad for „sport“
mood:
8. Programmatic Offline-to-Online
Options
Programmatic Audio/Radio Ads:
What is possible?
DOOH:
State-of-the-art and What is coming
Programmatic TV:
Current technical possibilities
Print Programmatic:
Already there? Potential development
Agenda
9. 9 Wir sind Experten für Digitales Marketing.
DOOH
Not all DOOH placements available for programmatic
buying
Current available placements in Germany, for ex.:
EDEKA, Deutsche Post, Cinemaxx, U-Bahn stations
and railway stations, Malls, Infoscreens, etc.
Main advantages in comparison to classic DOOH:
Preciser targeting: time frames, location, content
Flexibility to exchange advertising material
Mobile data used for targeting definition
Better Reporting and Controllig via DSP
Source: Broadsign
10. 10 Wir sind Experten für Digitales Marketing.
Loop: Fixed booking at fixed times
Except for minimal changes, the loop remains
unchanged within a timeline
Billing on specific number of circuits
Times and places are fixed
DOOH Playout Options
Loop-based fixed Playout
Adserver determines the playout in near real time
Delivery depends on the target group
concentration
Billing for specific number of impressions/ad
contacts
The appropriate times and locations are
automatically selected depending on the booked
target group
Content-based playout possible
Programmatic Adserver-based Playout
Wir sind Experten für Digitales Marketing.
Source: adform
11. 11 Wir sind Experten für Digitales Marketing.
DOOH Placement Options (Ex.1)
Deutsche Post
Offices
Especially
suitable for
B2B,
Gifts&Events
Sector, older
generation
Source: adpack
12. 12 Wir sind Experten für Digitales Marketing.
DOOH Placement Options (Ex.2)
Airports
Especially
suitable for
Business
products&solution
s,
Travel, Telecom
Sector
Source: Broadsign
13. 13 Wir sind Experten für Digitales Marketing.
DOOH Placement Options (Ex.3)
Supermarkets
and shopping
malls
Especially
suitable for
E-commerce
Sector
Source: Broadsign and Ströer
14. 14 Wir sind Experten für Digitales Marketing.
DOOH
What is coming?
Integration of Wi-Fi hotspots within the infoscreens
Usage of Beacons
Biometric facial detection
Better Targeting
Better Reporting
Better Analysis
15. Programmatic Offline-to-Online
Options
Programmatic Audio/Radio Ads:
What is possible?
DOOH:
State-of-the-art and What is coming
Programmatic TV:
Current technical possibilities
Print Programmatic:
Already there? Potential development
Agenda
16. 16 Wir sind Experten für Digitales Marketing.
No commercials, but
static advertising and
video formats
Environments: Media
libraries, on-demand
platforms, apps
Target groups: granular
data down to the
household level
Programmatic TV
Current technical possibilities
Source: SevenOne Media
17. 17 Wir sind Experten für Digitales Marketing.
Comparison of TV advertising technologies
Classic TV Programmatic TV Addressable TV
Technical
requirements
All TV devices Smart TV connected to the Smart TV connected to the
Advertisement
Buying
Manuel through classic direct
advance
Automated in advance via a
Automated in real time via a
Frequency capping possible
Targeting
Options
Historical demographic data:
age
More up-to-date and granular
income, marital status, food
etc.
Maximum granular data down
household level
Ad formats Classic commercials Static ad formats; Video ad Static ad formats; Video ad
Playout of
advertising
Within the linear television
Within non-linear television
libraries, on-demand
Within non-linear television
libraries, on-demand
Source: spacedealer
18. Programmatic Offline-to-Online
Options
Programmatic Audio/Radio Ads:
What is possible?
DOOH:
State-of-the-art and What is coming
Programmatic TV:
Current technical possibilities
Print Programmatic:
Already there? Potential development
Agenda
19. 19 Wir sind Experten für Digitales Marketing.
Print Programmatic
Already there?
Year 2016: Gruner + Jahr (G+J E/MS:
owner of magazines like Stern, Gala, Brigitte)
Year 2015: Time Inc. (owner of People,
Time, Sports Illustrated and InStyle)
Source: Time Inc., G+J E/MS
20. 20 Wir sind Experten für Digitales Marketing.
Print Programmatic
Potential development
Availability of all vacant placements in magazines in real time
Connection of Print SSPs with the desktop and mobile platforms of
publishers and DSPs to enable selected cross-media campaigns
booking according to target groups
Introduction of RTB auction model: the opportunity for price bids also for
print placements
21. 21 Wir sind Experten für Digitales Marketing.
Print Programmatic:
Programmatic Direct Mail
Connection of micro cells (based on address information, anonymized) and cookies
Source: Deutsche Post
Individual, data-based, cross-channel customer dialogue (step 1)
22. 22 Wir sind Experten für Digitales Marketing.
Print Programmatic:
Programmatic Direct Mail
Print Retargeting: sending of personalized print ad materials to website users and
other households of the micro cell
Source: Deutsche Post
Individual, data-based, cross-channel customer dialogue (step 2)
23. 23 Wir sind Experten für Digitales Marketing.
Offline-to-Online – Why is it worth it?
Cross-
Channel
Storytelling
One
Dashboard
Better
Tracking
Granular
Targeting
24. 24 Wir sind Experten für Digitales Marketing.
Thank you.
Editor's Notes
Year 2015: Reason: to use automated marketplaces as a way to alleviate some of the work humans are doing, Audience segments targeting like luxury, women, men, lifestyle, business/finance, Restriction: buyers don't know in which magazines their ads will run
Year 2016: Technical handling of the booking, Shorter lead times for booking free placements via an online platform, Potentially possible: availability of all vacant spaces of all G + J titles in real time