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Pascal Winkler presentation at Finance Marketing 2016

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Ruperta Daher
Ruperta Daher

Pascal Winkler (The Hallway) presents on Programmatic Creative: The Intersection of Data and Creativity at Mumbrella's Finance Marketing Summit 2016.

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Presentation to 
 Finance Marketing Summit 22 September 2016 Version 1
PASCAL WINKLER Brand and Digital Strategist Head of Connect at The Hallway Pascal is a senior marketing strategist, and in his 12 years in the Australian market has worked across HSBC, Westpac, BT Financial, Bankwest and now ANZ. Pascal joined The Hallway earlier in 2015 as Head of Connect, leading the agency’s PR, social media, programmatic media, search and email marketing offering. As an agency that was built on a
PROGRAMMATIC SEEING THE WOOD FOR THE TREES
© 2016 THE HALLWAY PROGRAMMATIC?!
Automated, algorithmic media buying, enabling pinpoint accuracy of people-based targeting with
PROGRAMMATI EFFICIENCY EFFECTIVENES CONTROL REAL TIME 
 INSIGHTS
Magna Global Programmatic Intelligence Report - September 2015
PROGRAMMATIC IS A BIT LIKE EVERYBODY’S TALKING
OF MARKETERS SAY THEY ARE ‘NOT SURE HOW TO EFFECTIVELY IMPLEMENT OR ANALYSE ATTRIBUTION TRACKING’. 41% AdRoll survey Feb 2016
TRYING TO SEE THE PROGRAMMATIC FOREST…TOO MUCH TALK 
 NOT ENOUGH FOCUS 

© 2016 THE HALLWAY 3 FOCAL POINTS TO MAKE PROGRAMMATIC FLY
© 2016 THE HALLWAY SWEAT THE 
 CREATIVE
PROGRAMMATIC
WHO NEEDS
INPUT: OUTPUT:
5%
RELEVANCY BECOMES A
© 2016 THE HALLWAY THE SINGLE GREATEST 
 ROI UPLIFT OPPORTUNITY PAUL SINKINSON,

© 2016 THE HALLWAY PAUL SINKINSON,

© 2016 THE HALLWAY THE PROGRAMMATIC BEARHUG
DATAMEDIA CREATIVE TRADITIONAL 
 MODEL time lag time lag time lag
PROGRAMMATIC DATAMEDIA ? CREATIVE real timereal time real time
MEDIA THINKING CREATIVE THINKING
© 2016 THE HALLWAY THE USER EXPERIENCE
FOCUS ON
LET’S MAKE THE
STOP BORING THEM…
OUR BRAINS CRAVE NOVELTY . SURPRIS E IS OUR MOST POWERF UL TOOL.
CONTRO USE PROGRAMMATIC
© 2016 THE HALLWAY CASE STUDIES
GOOGLE (AUSTRALIA)
MASTERCARD (ASIA)
THE ECONOMIST (UK)
© 2016 THE HALLWAY THANK YOU PASCAL.WINKLER@THEHALLWAY.COM.AU

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