The document provides advice for a new client on coming onboard with programmatic buying. It recommends: 1) building a strategy and getting started; 2) understanding key terminology and the programmatic landscape; 3) choosing the right buying model such as open auction or private marketplace; 4) considering creative assets; 5) leveraging available data; and 6) protecting the client's brand. The document outlines benefits of different approaches and challenges to address for a successful programmatic strategy.

1. Media Room – Breakout Session

2. Q1.How would you describe programmatic
Buying

3. Head of Platform Solutions and Innovation, SEA
Ryan Ferguson
Making Magic in the Era of
Programmatic

4. PROGRAMMATIC IS THE FUTURENOW

5. 83% of all digital media buys will be programmatic by 2017
Aims to buy
70% via
programmatic
Aims to buy
80% via
programmatic
Aims to buy
100% via
programmatic
Set up in-house
programmatic
team
Source: emarketer

6. If you are confused,
you are not alone.
What does Programmatic mean?

7. It doesn’t need
to be
complicated

8. PROGRAMMATIC DECONSTRUCTED

9. Programmatic buying
uses audience insights
and technology to
reach the right
person, at the right
time, with the right
message.

10. step 5
MEASURE
THE
IMPACT
DESIGN
COMPELLING
CREATIVE
step 2
step 4
REACH
AUDIENCES
ACROSS
SCREENSEXECUTE WITH
INTEGRATED
TECHNOLOGY
step 3
ORGANIZE
AUDIENCE
INSIGHTS
step 1

11. .
Outdoor
Everything will be programmatic
SEARCH
DISPLAY
VIDEO
TELEVISIONMOBILE
OUTDOOR
WEARABLES
PRINT
Now Next year 1-2 years
RADIO
2+ yearsFor a while

12. Programmatic is NOT the future.
It’s the NOW.
Marrying technology, premium inventory and data insights -- we’ve
never been closer to serving the right ad to the right user at the right
time.
Thank You

13. Q.2 What are the benefits of programmatic
buying as we understand that it’s not about
cheaper media
13

14. Benefit of programmatic
Apichakris Kalambasuta
Country Consultant TH
Aug 2015
14

15. © 2014 Sizmek, Inc. all rights reserved. 159/7/2015

16. © 2014 Sizmek, Inc. all rights reserved.
Campaign
Management
Analytics
Dynamic
Creative
Programmatic Trading
Desk
Client Services
Verification
Attribution
Programmatic Data
[Peer39]
Mobile
Video
Rich Media
Display
Social
Ad Delivery
Services
Channels
Advance
Data
Capabilities

17. Introducing
Automated Media match making
Programmatic Media

18. Before
Programmatic
Pro
- Relationship based
- Premium position **
Con
- A lot of phone calls (Room for errors)
- Not scalable
- Wasted impressions (Not targeted)
- Lack of Past data usage

19. After
Programmatic
Pro
- Access to broader
inventories
- Targeting technology
- Learn from past data
- 24/7 availability
Con**
- Viewability
- Remnant inventories
- Premium position
DMAP

20. 20
Automated(Programmatic)

21. 21

22. 22
Programmatic Targeting Technology
**The more targeted, the more the impression cost.

23. © 2014 Sizmek, Inc. all rights reserved. 239/7/2015
#1 Message Personalization

24. © 2014 Sizmek, Inc. all rights reserved. 249/7/2015

25. © 2014 Sizmek, Inc. all rights reserved. 259/7/2015

26. Programmatic tips
26

27. Programmatic tips
27
CTR CPM
Or CPC, CPA, CPV

28. Why should you care?
• First Mover advantage
• CRM data on media
• Speak:
right message ,
right time ,
Reasonable cost
28

29. Thank you
29
Apichakris Kalambasuta
Apichakris.kalambasuta@Sizmek.com
0828287825
Country Consultant TH

30. Appendix

31. Digital Big Data roadmap Products
Phase1
6 months
Phase2
6 months
Phase3
6months
Adserving
Display FB,
Search, YT,
GDN, AOD
Versatag
All Brand’s
pages
Abakus
Report
Display FB, Search,
YT, GDN,
Programmatic
DCO
Creative
For Display
always on media
Data Hub
(set up DMP)
DMP Tagging
Client requirements
analysis
Audience Segmentation
Data Hub
(Execute DMP +
Programmatic )
Media target by Segment
Creative target by
Segment

32. © 2015 Innity Group. All Rights Reserved.
Q3.WHAT ARE SOME OF THE CHALLENGES
THAT ARISE WITH PROGRAMMATIC BUYING
TODAY? HOW ARE YOU TACKLING THEM

33. © 2015 Innity Group. All Rights Reserved.
WHAT ARE SOME OF THE
CHALLENGES THAT ARISE WITH
PROGRAMMATIC BUYING TODAY?
HOW ARE YOU TACKLING THEM?

34. © 2015 Innity Group. All Rights Reserved.
1. LACK OF UNDERSTANDING DUE TO
HOW PROGRAMMATIC WAS EDUCATED
IN THE MARKET (THE RTB PHASE)
2. LACK OF RESOURCES
3. LACK OF A UNIQUE SELLING POINT

35. © 2015 Innity Group. All Rights Reserved.
Our Programmatic Difference
High Impact Ads that are available programmatically
UPPER FUNNEL
LOWER
FUNNEL
MIDDLE
FUNNEL
Customers
PRE-ROLL = branding
STANDARD BANNER = performance
? HIGH IMPACT
PROGRAMMATIC AD
= favorability
/consideration

36. © 2015 Innity Group. All Rights Reserved.
Q4.What advice would you give a new client who
is intending to come on board programmatic

37. DAAT
August 28, 2015
Robert Woolfrey
Managing Director - Asia Pacific

38. What advice would you give a new
client who is intending to come on
board programmatic.

39. 1.
Build your strategy and get started!

40. The market is already shifting…

41. 2.
Understand the terminology and
landscape so that you can make
informed decisions.

42. The ABCs of Programmatic
Programmatic
Automated buying & selling
of impressions
Real-Time Bidding (RTB)
Auction-based transactions
completed in real-time; non-
guaranteed
Exchange
Marketplace facilitating the
purchase of impressions
Private Marketplace (PMP)
Curated content facilitating 1:1 or
1:few deals between publishers &
buyers
Demand-Side Platform (DSP)
Tool used by buyers to aggregate media
purchase, campaign management &
reporting across multiple supply sources
Supply-Side Platform (SSP)
Tool enabling publishers to manage
inventory across multiple exchanges, ad
networks, direct buyers
Programmatic Direct
Often referred to as Automated
Guaranteed, terms/price are negotiated
and inventory is delivered over
programmatic pipes

43. Choose your DSP partner
The path to programmatic starts with your DSP partner

44. 3.
Choose the right buying model.

45. Choose the right buying model
Open Auction
___
Bidded Marketplace
(1 : many)
Open Auction
Scale
Robust Targeting Option
Flexible Pricing
Private Marketplace
___
Less Buyer Competition
(1 : 1 or 1 : few)
Curated / Exclusive Content
Increased Transparency
Negotiated CPMs
First Look Access

46. Benefits of a Private Marketplace
The Efficiencies of Programmatic Buying with Brand Safety
Transparency
Visibility into the sites you
are buying, including site
level reporting
Establish a
Fixed Price
Greater predictability and
inventory access. Delivery
can be biased in brand’s
favor based on spend level
Brand Safe
Environments
Protect brand alignment and
ensure where ads are served
Client
Choice
Only buy the sites
you want
$ $ $

47. Programmatic Direct
Facilitate a 1:1 relationship between buyer and seller.
Ideal for buyers that want to buy inventory from trusted publishers
Buyer
• Agrees to
purchase
minimum number
of impressions at
a fixed rate
• Impressions can
be guaranteed
• Specific
publishers, sites, or
placements can
be purchased
Seller
• Agrees to sell a
minimum number
of impressions at
a fixed rate
• Minimum revenue
guarantee
• Specific data,
sites, placements
can be offered
based on buyer

48. 4.
Don’t forget creative.

49. Creative
Matters
Rich Media & MRAID-Compatible Creative

50. Ads that run
seamlessly within
an experience
NATIVE
A full suite of
in-app, mobile
web, and pre-roll
video ad products
VIDEO
A full suite of in-app
and mobile web
customizable mobile
ad formats for any
marketer goal
RICH MEDIA
Standard mobile
banner and
interstitial ads
STANDARD
Ad Formats

51. 5.
Data.

52. BYOA: Build Your Own Audience
Connection Content OS
Lat / Long
Language +
DeviceCarrier
Buyers can combine data from a variety sources to build,
target and reach unique buyer segments at scale
EMAIL
PURCHASE
HISTORY
CRM
+
SOCIAL
ONLINE
OURS YOURS THEIRS
`

53. 6.
Protect your Brand

54. Protect Your
Brand
Online tools enable buyers to configure
white/block lists, view contextual &
privacy data, understand & honor
consumer preferences, and more
Inventory is:
• Brand safe
• Viewable
• Brand aligned
• Privacy safe
5
6

55. Thank You.
Robert Woolfrey
Managing Director – Asia Pacific
Millennial Media
rwoolfrey@millennialmedia.com

56. DAAT
August 28, 2015
Robert Woolfrey
Managing Director - Asia Pacific

57. What advice would you give a
new client who is intending to
come on board programmatic.

58. 1.
Build your strategy and get started!

59. The market is already shifting…

60. 2.
Understand the terminology and
landscape so that you can
make informed decisions.

61. The ABCs of Programmatic
Programmatic
Automated buying &
selling of impressions
Real-Time Bidding
(RTB)
Auction-based transactions
completed in real-time;
non-guaranteed
Exchange
Marketplace facilitating
the purchase of
impressions
Private Marketplace
(PMP)
Curated content facilitating 1:1
or 1:few deals between
publishers & buyers
Demand-Side Platform
(DSP)
Tool used by buyers to aggregate
media purchase, campaign
management & reporting across
Supply-Side Platform (SSP)
Tool enabling publishers to
manage inventory across multiple
exchanges, ad networks, direct
buyers
Programmatic Direct
Often referred to as Automated
Guaranteed, terms/price are
negotiated and inventory is
delivered over programmatic pipes

62. Choose your DSP partner
The path to programmatic starts with your DSP partner

63. 3.
Choose the right buying model.

64. Choose the right buying model
Open Auction
___
Bidded Marketplace
(1 : many)
Open Auction
Scale
Robust Targeting Option
Flexible Pricing
Private Marketplace
___
Less Buyer Competition
(1 : 1 or 1 : few)
Curated / Exclusive Content
Increased Transparency
Negotiated CPMs
First Look Access

65. Benefits of a Private Marketplace
The Efficiencies of Programmatic Buying with Brand Safety
Transparency
Visibility into the sites you
are buying, including site
level reporting
Establish a
Fixed Price
Greater predictability and
inventory access. Delivery
can be biased in brand’s
favor based on spend level
Brand Safe
Environments
Protect brand alignment and
ensure where ads are served
Client
Choice
Only buy the sites
you want
$ $ $

66. Programmatic Direct
Facilitate a 1:1 relationship between buyer and seller.
Ideal for buyers that want to buy inventory from trusted publishers
Buyer
• Agrees to
purchase
minimum number
of impressions at
a fixed rate
• Impressions can
be guaranteed
• Specific
publishers, sites, or
placements can
be purchased
Seller
• Agrees to sell a
minimum number
of impressions at
a fixed rate
• Minimum revenue
guarantee
• Specific data,
sites, placements
can be offered
based on buyer

67. 4.
Don’t forget creative.

68. Creative
Matters
Rich Media & MRAID-Compatible Creative

69. Ads that run
seamlessly within
an experience
NATIVE
A full suite of
in-app, mobile
web, and pre-roll
video ad products
VIDEO
A full suite of in-app
and mobile web
customizable mobile
ad formats for any
marketer goal
RICH MEDIA
Standard mobile
banner and
interstitial ads
STANDARD
Ad Formats

70. 5.
Data.

71. BYOA: Build Your Own Audience
Connection Content OS
Lat / Long
Language +
DeviceCarrier
Buyers can combine data from a variety sources to build,
target and reach unique buyer segments at scale
EMAIL
PURCHASE
HISTORY
CRM
+
SOCIAL
ONLINE
OURS YOURS THEIRS
`

72. 6.
Protect your Brand

73. Protect Your
Brand
Online tools enable buyers to configure
white/block lists, view contextual &
privacy data, understand & honor
consumer preferences, and more
Inventory is:
• Brand safe
• Viewable
• Brand aligned
• Privacy safe
7
5

74. Thank You.
Robert Woolfrey
Managing Director – Asia Pacific
Millennial Media
rwoolfrey@millennialmedia.com