This document discusses programmatic marketing and how it allows marketers to reach the right users with the right messages in real time. It notes that marketers now use many different platforms for campaigns, which can lead to fragmented insights and performance obstacles. A unified programmatic platform can increase campaign efficiencies by up to 33% and lower costs per action by an average of 32% by allowing for centralized planning, creation and optimization of campaigns. The document encourages marketers to start using programmatic marketing by first obtaining more knowledge, starting with small tests, and planning campaigns that run consistently over time while considering their data and technology needs.

1. Google Confidential and Proprietary
Demystifying
Programmatic
Marketing
Gielke Burgmans
Industry Manager DoubleClick Benelux

2. Google Confidential and Proprietary
THIS MAN
CHANGED
EVERYTHING

7. HUGE AMOUNTS OF
DIGITAL MEDIA SPACE1

8. 72 67 32 20 5
1,000,000,000
EXPLOSION OF
CONNECTED DEVICES2

9. Google Confidential and Proprietary
LOCATION
SEARCH DEVICE
AGE INTEREST
GENDER
ABUNDANCE OF
AUDIENCE SIGNALS3

10. Using technology and audience insights to reach the right user, in the right
place with the right message in real time.
[proh-gruh-mat-ik]
Everything digital needs to be controlled by software
4

11. TWO WAY COMMUNICATION
WITH THE CONNECTED CONSUMER
IN REAL TIME
[proh-gruh-mat-ik]

12. Customers
timing
Advertiser
centric
Personalization
at scale
Your
timing
Customer centric
One
message for
all
[proh-gruh-mat-ik] :

15. How do marketers
break through
fragmentation
and focus on the
customer?
marketers use an average of 4.9 platforms to
execute a single campaign
Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

16. A fragmented approach is a breeding ground for
challenges
Fragmented
Insights
Performance
Obstacles
Inefficiencies
Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

17. Google confidential

18. Google confidential

19. Single point of access
increases campaign
efficiencies up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013
Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014
A unified platform leads to increased efficiency
and better performance
32%
average
reduction
in CPA

20. Plan
Create

21. RESULTAAT: +50% post click conversie verbetering
per 1000 impressies tov de oude situatie
Plan
Create

22. Investigate & obtain more knowledge
Start small (test & learn) or start big (believe)
Start planning from campaign to always on
1
2
3
Do!

23. Data & Technology choice & ownership
Buying vs execution vs inhouse
Internal & external silo’s
1
2
3
Think (about)

24. Google confidential
Thank you
gielke@google.com