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Programmatic Advertising 101
The document discusses various types of online advertising and pricing models, emphasizing the rise of programmatic advertising driven by data and technology. It contrasts the evolution of display advertising from 1994 to 2014, highlighting the shift towards real-time bidding and targeted campaigns. It also predicts future trends in omni-channel customer experiences and increasing investment in mobile advertising by 2017.
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Programmatic Advertising 101
- 2. TODAY’S AGENDA OnlineAdvertising Types/Pricing Models Where we were The landscape What is programmatic? The importance of Data The Programmatic Future Predictions
- 3. So many types! Display Advertising Social Marketing Search Engine Marketing Search Engine Optimization Social Media Marketing Mobile Advertising Email Advertising Affiliate Marketing Content and Native Marketing
- 4. Common pricing modelstoday • CPM – Cost per Mille (Flat Rate) • dCPM – dynamic cost per thousand (common on exchanges) • CPC - Cost per click • CPV – Cost per view • CPA – Cost per action • CPD – Cost per download • CPE – Cost per engagement • CPCV – Cost per completed view (Video) • Fixed Cost • And more!
- 5. Where it allstarted in display – AT&T 1994, No logo, no Ad Choices, no data, no networks, no video, no mobile, no rich media, 30MM only online, no exchanges, no RTB, most ads ISP driven and 44% CTR!
- 6. Where it allstarted in display – AT&T 2014, Ad choices, rich media, impression level targeting, exchanges, dynamic, learning algorithms, programmatic, cross device, <.1% CTR, fully interactive, social, and more…
- 7. Let’s face it,it’s complex
- 8. Things could getworse for print publishers Share of time spent with media vs. share of media ad spend (US, 2013)
- 10. What is programmatic? The use of real-time, software-based systems, rules and algorithms to automate and optimize the purchase and delivery of data driven, targeted and relevant ads to consumers. Marketing Technology Data
- 11. For Internal UseOnly - Confidential
- 12. Some types ofdata used for targeted advertising
- 13. THE NEW WAYOF BUYING ADS
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- 16. How DSPs, SSPs,and Ad Exchanges work
- 17. Programmatic Everywhere Itstarted with RTB for display, it will end with everything… you have to be set up now for masses of live data RTB DISPLAY RTB MOBILE RTB SOCIAL (FBX) RTB VIDEO NATIVE SMART TV RTB Premium Display SOCIAL (TWITTER) OOH RADIO GLASSES $ 2008 2013
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- 19. Programmatic + LiveData In Action Tomorrow An Omni-Channel customer experience in the near future
- 20. She notices herperformance is more sluggish than usual CONFIDENTIAL // JANUARY 2014 // ….so does the app
- 21. CONFIDENTIAL // JANUARY2014 // On her way to work
- 22. On the wayto work, the search begins…
- 23. CONFIDENTIAL // JANUARY2014 // The taxi ad seems to speak to her
- 24. CONFIDENTIAL // JANUARY2014 // Even the billboards seem to know something
- 25. CONFIDENTIAL // JANUARY2014 // Arriving at work
- 26. CONFIDENTIAL // JANUARY2014 // A promoted tweet from New Balance pops up and prompts a conversation
- 27. CONFIDENTIAL // JANUARY2014 // That Twitter conversation leads to an order
- 28. The shoes are3D printed – and delivered by an Amazon Prime drone CONFIDENTIAL // JANUARY 2014 //
- 42. 30% 25% 20% 15% 10% 5% $25.0 $20.0 $15.0 $10.0 $5.0 Mobile display will be an area to look out for. Total spend, including Facebook and Twitter, is expected to grow from $3.8 billion in 2013 to $14.5 billion by 2017 Sources: IDC and eMarketer 2013 In billions 2012 2013 2014 0% $0.0 Total digital display ad spending Total spend on video advertising RTB as % of total digital display ad spend RTB as % of video advertising spend
- 43. Who we are We are a programmatic advertising company, purpose-built for the marketer. We use exclusive intent data and technology to create relevant, timely advertising campaigns, and generate customer insights. 56 44 28 of Fortune 500 of Internet Retailer 500 of Advertising Age 100
- 45. Peeling the onionback on social
- 46. PROGRAMMATIC WORLD Wherewe’re going… Technology Data Marketing
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- 48. Peeling the onionback on social
- 50. Programmatic Everywhere: Thesearch begins
- 56. 3D printed, anddelivered by a drone
- 57. Thank You Formore information visit chango.com