Tom Chevalier, VP of Product at Appcast, discusses the growing trend of programmatic ad buying and what the implications will mean for the current landscape of job sites.

1. What Programmatic Trends Mean for Job Sites
and How You Can Benefit
November 9, 2016
Tom Chevalier
VP, Product
Appcast, Inc.

2. About Me
• Married, one daughter
• Product guy
• I’ve been burned by ads

3. More Than Two-Thirds of US Digital Display Ad
Spending Is Programmatic

4. “advanced [programmatic] techniques garnered a 32% decrease
in cost-per-action (CPA), as much as a 200% improvement in
action rates for clicks and view-thru and up to a 70% reduction in
cost-per-click (CPC) and cost-per-view (CPV).”
Programmatic drives performance.

5. 5
You can sell toasters &
airline tickets with ‘the
programmatic’.
Yay.

6. 6
We’re in the business of placing people.
Not the same.

7. But we are not machines.

8. 1 Appcast Internal – 2016 study on 200+ companies in every major industry
People can’t crunch data fast enough.
6%
36%
49%
2%
0%
20%
40%
60%
80%
100%
1 2
All Job Ads
6% of job ads get 36% of the applies1
(too many applies going to a low percent of sponsored job ads)
49% of job ads get 2% of the applies1
(too few applies going to a high percent of sponsored job ads)
All Applies
Not all jobs get the right number of candidates.

9. 9
This is opportunity.

10. 10
That’s opportunity
Programmatic means ‘automated’.
Programmatic advertising is the buying, placement and optimization of ads
performed by software, rather than people.

11. 11
The state of the union.

12. We are at the beginning of programmatic for jobs.
2.3%
97.7%
Programmatic
Traditional

13. But growing fast.
$7,500,000.00
$40,000,000.00
$100,000,000
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
2014 2015 2016 (e)
CAGR for online recruitment has been ~22% since 1998.
‘Programmatic’ recruitment spending has grown
137% annually since 2014.

14. 14
Is this good?

15. 15
Is this good for my customers?

16. 16
Clicks
Spend
Applications
Apply Rate
CPA
Applies on HTF
Applies on ETF
Programmatic
40,986
$25,056
3,696
9.02%
$6.78
32%
7%
Traditional
47,461
$30,039
3,964
8.35%
$7.58
16%
21%
Solve Problems - Online Retailer Case Study
Less spend, better ROI, & more HTF applies.

17. • Do you deliver enough candidates? Too many?
• Can you ‘load balance’ by source, price, segment performance?
How can programmatic help?

18. 18
Is this good for me?

19. Where will programmatic help?
Are you acquiring
the right users at a
price you can
afford?
Traffic Acquisition – do you want to survive or thrive?
Can you test and
measure source
performance?
Are you in control?

20. • Open IO
• Bid or Negotiate
Process
• Spend
Dashboards
• Conversion
reporting
Data
Transparency
• Bid
• Frequency
Feed Control
• Off
• On
Rules
Programmatic job advertising technology - Today

21. • Feed
enhancements
• Buying policies –
what counts?
Standardization
• Real-time
• Required
Data Exchange
• Mobile vs.
desktop
• Channel
Inventory
Discrimination
• Optimization
strategies
Bidders
Programmatic job advertising technology - 2017

22. The ‘programmatic train’ is gaining momentum
• 44 leading job sites
• 8 of 10 largest US recruitment ad agencies
• 1000’s of employers from every major industry

23. Should you offer CPC? CPA? CP-whatever?
• Do your customers want it?
• Does it scale?
• Can you afford it?
Pricing models – Not programmatic.
Not not programmatic.

24. • Talk to your customers
• Talk to your vendors & partners
• Ask colleagues
• Tom – 413-222-0593 / tom.chevalier@appcast.io
• Get involved
• TAtech Industry Congress – Chicago April 22-23 2017, Programmatic Leadership Series –
June 7-8, 2017
• TAtech Member Working Group – Traffic Quality group to bring standards & transparency
to traffic measurement
Get started. Keep going.

25. 25
Questions?