Women in Programmatic is a professional organization with the mission of bringing together women within the programmatic advertising space to share knowledge and support. WiP holds a series of educational workshops related to the industry. "Programmatic Planning: Brand vs Performance" was a workshop that covered the basics of programmatic and how to achieve marketing goals programmatically.

1. Programmatic
Planning
Brand vs Performance
Frith Fraser
Director, Platform Solutions, MediaMath

2. What is Programmatic?
Programmatic trading refers to the use of
software to purchase and execute digital
advertising, as opposed to the traditional
process that involves RFPs and manual
insertion orders.

3. Types of Programmatic Buying
http://www.iab.net/media/file/IAB_Digital_Simplified_Programmatic_Sept_2013.pdf
WOMEN IN PROGRAMMATIC 3

4. Aim to deliver 100% of your branding impressions to consumers who are actually in
your target audience—with 0% waste!
• Reach those targets seamlessly across publishers and media channels, with the ability to
globally control reach & frequency across every digital touchpoint
• Maximize the impact of your messaging with the ability to control the environment in which
your message is delivered
• Leverage advanced brand measurement capabilities
• Optimize to the brand outcomes using sophisticated machine-learning algorithms
• Understand which segments, media properties and creative executions drive the desired
outcomes most effectively
• Generate insights from powerful and transparent reporting, including integrated analytics from
partners like Nielsen and comScore
Brand Awareness & Engagement
WOMEN IN PROGRAMMATIC 4

5. Objective
This well recognized pharmaceutical company came to a
DSP with the goal of driving purchase intent for one of their
over-the-counter (OTC), seasonal products
Solution
 The advertiser worked with a DSP to access real-time
media buying, and implement contextual marketing and
re-marketing efforts
 Using Nielsen’s Online Brand Effect, we were able to
access real-time brand metrics to measure and optimize
brand lift in purchase intent, maximizing ROI
Success
Users exposed to the campaign generated an overall
140.1% brand lift in purchase intent
Health and OTC brands spend millions of dollars to reach niche audiences, but once they reach
them, marketers still need to ensure they impact their brand opinions.
How a client achieved brand
awareness via Programmatic?
WOMEN IN PROGRAMMATIC 5

6. Define the goals that matter for your bottom line, down to transaction-level ROI, and
optimize every media dollar spent against those goals
• Integrate your offline & CRM data both to target offline audiences and to optimize to offline
conversion events from in-store purchases to hotel stays to test drives to mortgage approvals
• Implement custom attribution models at the impression level
• Leverage advanced machine learning algorithms to identify and activate the highest-performing
combinations of users, media, and creative
• Optimize retargeting along multiple dimensions including audience, product, recency, frequency, and
more
• Scale prospecting efforts to efficiently drive conversions among new customers
• Automatically adapt your buying as the market moves
• Understand the underlying drivers of performance with fully transparent algorithm outputs
Direct Response & Conversion
WOMEN IN PROGRAMMATIC 6

7. Objective
The advertiser’s main objective was to achieve a sub-$5 CPA
for restaurant look-ups, driving additional traffic to their website
Solution
• Leverage a DSP to efficiently optimize buys
• Use re-marketing to reach consumers at the point they
were most likely to act
• Via contextual targeting and 3rd party targeting, hone in on
higher performing audience segments
Success
• Enabled the client to achieve close to 2,000 conversions
per day, at a CPA of $1.58 -- 68% lower than goal.
How a client achieved direct
response goals via
Programmatic?
WOMEN IN PROGRAMMATIC 7

8. • Focus on the right goal for the right product
Direct Response
• Return on marketing investment
• Offline attribution/custom attribution
Branding
• Reach frequency of audience
• Brand Survey responses – intent,
preference, awareness
• Engagement metrics
• Understanding audiences
• Look beyond the click
• Does CPC answer your marketing goal?
WOMEN IN PROGRAMMATIC 8
What is the best metric?

9. What media will you use to hit
your advertisers goals?
PRIVATE DEALS
WOMEN IN PROGRAMMATIC 9

10. What targeting will you use?
Search Keywords
Weather
Contextual
Lookalike
3rd party data
Geography
CRM data
Social data
Viewability
Reach and Frequency
Retargeting
WOMEN IN PROGRAMMATIC 10
Location
Time Targeting
Private Marketplaces
Automated Guaranteed

11. What creative executions will
your recommend?
WOMEN IN PROGRAMMATIC 11

12. Case Studies
Brand Awareness & Performance

13. Case Study: Brand Awareness
WOMEN IN PROGRAMMATIC 13
Advertiser: Global Bank
Budget: $75,000
Campaign Start Date: 1-May-15
Campaign End Date: 30-Jun-15
Market: Singapore
Target Audience: C-Level Execs, Business Owners, High Net Worth Individuals
Brand Objective:
-Overall brand goal is to make BrandX top of mind for TA
-Send the message that BrandX is a leader in driving business success across
SMEs and large enterprises; BrandX is the authority in global financial trends;
BrandX is your trusted partner in achieving your financial goals, growing your
wealth and empowering your business and community.
Primary Goal: Brand Preference (vs competitors) Uplift of 30%
Secondary Goal: Reach & Frequency: Maximum Uniques at 2+
Other Information:
-This is basically a corporate branding campaign - no specific product or service
will be promoted
-Site is desktop and mobile optimised
-Contains video content on client success stories, interviews with BrandX C-
Levels and Client C-Levels, industry best practices, whitepapers and other
articles

14. Case Study: Performance
WOMEN IN PROGRAMMATIC 14
Advertiser Name: Local Online Grocery Store
Budget: $100,000
Campaign Start Date: 1-May-15
Campaign End Date: 31-Jul-15
Market: Singapore
Target Audience: Working mums, Young Professionals, Expats
Primary Goal: ROI: 200%
Secondary Goal: CPA: $30 (on Confirmation / Thank You Page)
Additional Goals: n/a
Attribution Window:
Post Click: 30 Days
Post View: 7 Days
Other Information:
-Relatively new to market; brand launch done
-Open to tagging the site - site is also mobile optimized
-User journey: Homepage > Browse through and add items to basket >
Shopping Cart > Login (if not already logged in) > Payment Page >
Confirmation / Thank You
-Average cost of basket: $90
-Login via Facebook / Site Registration
-Payment via Credit Card & Paypal

15. Brief Response
• Challenges to the brief – any questions to the client?
Any issues you foresee?
• Media Recommendations – banner? Video? Rich?
• Strategies – Targeting, tactics, etc
Any assumptions, caveats welcome
3rd party measurement or solutions if any
• Creative format recommendations
• Open to providing recommendations beyond the
budget