What is programmatic and brands should embrace it
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Programmatic buying describes online display advertising that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms. The share of ads bought through programmatic technologies in the UK is estimated to grow from 28% in 2013 to 60-75% of total digital display advertising by 2017. Programmatic buying has taken off because it allows for the automation of tasks like ad placement decisions based on user attributes and previous engagement, and makes every impression, brand lift, click, and conversion measurable in real time.
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What is programmatic and brands should embrace it
- 1. #talentbites
- 2. #talentbites Programmatic Scott Moorhead Head of Digital Trading, Havas Media Group @scottmoorhead77
- 3. #talentbites What is Programmatic? Def: Programmatic Buying describes online display advertising that is aggregated, booked, flighted, analysed and optimized via demand side software interfaces and algorithms. While it includes RTB it also includes non RTB methods and buy types such as Facebook Ads API (and Linked in)
- 4. #talentbites The Rise of Programmatic The share of ads bought through programmatic technologies in the UK is estimated to grow from 28% in 2013 to 60-75% of total digital display advertising by 2017* Programmatic Media Buying Direct Media Buying*Source: IAB Programmatic Market Study 2014
- 6. #talentbites Ad Placement Decision $ Rate Content User Attributes Frequency Previous engagement Ad Size Creative Geographic location Performance Time Device Type Automation of tasks 100 milliseconds Programmatic buying is so effective because it makes every individual impression, brand-attribute lift shift, click, and conversion measurable in real time.
- 7. #talentbites Conversion Success โ The Brain
- 9. #talentbites Programmatic industry based on 3 ingredients Media Data Technology Programmatic ingredients
- 10. #talentbites Human touch Programmatic is merely a tool for delivering advertisements efficiently to targeted audiences. The process relies heavily on human input to manage the new programmatic Challenges Human analysis ensures the buying strategy can be refined and provides a solid base for automated campaign optimisation. Without it, brands could waste their marketing investment by optimising against the wrong metrics.
- 11. #talentbites One unified platform โ Single View
- 13. #talentbites Brand Love. Delivered. Weโve never been closer to the ultimate promise of brand advertising in the digital age. Performance . Delivered. Data fuelled insights delivering sales results When an ad is delivered in real-time to an individual, they are twice as likely to interact with itโฆ
- 14. #talentbites Brands are embracing programmatic to:
- 15. #talentbites Brands are embracing programmatic to:
- 16. #talentbites WTF Happened? โฆ..there are new challenges
- 17. #talentbites Brand Safety *Source: Project Sunblock Research, Dec 2013 Viewability Ad Fraud
- 18. #talentbites Consumers are always connected interested in relevant messages increasingly digitally engaged
- 20. #talentbites Engagement comes more easily when creativity and technology work together Step 3
- 21. #talentbites Step 1 ORGANISE Organise audience insights
- 22. #talentbites Step 2 DESIGN Design compelling creative
- 23. #talentbites Step 3 MEASURE Measure the impact
- 24. #talentbites Be open minded Be brave Be inquisitive Programmatic for you
Editor's Notes
- Right message to the right person at the right time
- HMG are already at 60% + 4OD + Conde Nast + Linked In
- We can optimise and buy against 3500 dimensions a second. Website, Device, Browser speed, geo, time of day, device, and perhaps most importantly behaviour ( and price) It allows for creative optimisation. Serve the right coloured ad to the right person.
- Here is the brain โ it shows us on any particular campaign what the most important factors are in the route to conversion. That conversion can be a sale, sign up, engagement or shift in brand affinity. Publisher is still key and always features in the top right corner. Howver rather that planning by proxy, we are doing it with data.
- Core is fixing your KPI and measurement
- It is a remarkable time for digital marketing. We can now optimise towards very specific brand metric or conversion criteria in real time.
- 1. The consumer shift to constant connectivity via smartphones, tablets, computers, watches and even eyewear is transforming how brands can connect with their audiences. Advertisers have access to more consumer interactions than ever before, with each offering a chance to be relevant and engaging. The challenge and opportunity for brands is to make the MOST of each moment, across any screen. Relevance makes all the difference in getting consumers interested. Consumers penalise one-size-fits-all messages by tuning them out In contrast, they reward relevant messages with engagement. By optimising for relevance, brands can convert passive observers into an interested, participatory audience. Advertising is no longer a one way street. Consumers in todayโs digital age lean forward and actively engage with digital experiences. When they do, they control when, where and how they engage. Brands can foster brand love by offering consumers relevant and engaging experiences.
- To produce consistently compelling creative, brands can use audience insights to fuel creative strategy, perform real-time creative optimisation and empower creative iteration.
- Get your audience right โ you can define exactly who you want to target + learn who your audience are. 1. Gather your audience data using 3rd party and first party data 2. Aggregating insights from historical and real-time sources of insight including digital analytics data, offline data, CRM data, campaign data, first-party and third-party data. 3. Regularly analyse audience, creative and media insights to learn whatโs working and whatโs not and take instant action to improve campaign strategies.
- 1. Build creative that is ready for all screens and all channels at all times. Include HTML5 creative and creative units that take advantage of the unique characteristics of mobile devices. 2. Use dynamic creative to deliver the most relevant ad for each viewer, in real-time 3. Share campaign insights with creative teams so that they can optimise the creative strategy.
- Use brand lift tools to generate real-time feedback on ad recall and brand awareness. Use these results to iterate and improve digital campaigns. 2. Find the attribution model that provides the most accurate view of all digital touchpoints, informs how each touchpoint relates to conversions and uncovers the most effective touchpoints at influencing audiences to take action.