Why Programmatic TV Is a Revolution in Advertising (Seriously Though) Running Programmatic TV Campaigns Down Under – The What & The How Programmatic TV & Your Omni-Channel Advertising Strategy Q&A / Resources

1. Unleashing the Value
of Programmatic TV
Advertising in
Australia

2. What We’ll Cover:
● Why Programmatic TV Is a Revolution
in Advertising (Seriously Though)
● Running Programmatic TV Campaigns
Down Under – The What & The How
● Programmatic TV & Your Omni-Channel
Advertising Strategy
● Q&A / Resources
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Nils Johnsson
Head of Sales, Brands
Your Host

3. Who Are We?
Dennis Kibirev
Brand & Content Marketing
Manager
Olga Goncharova
Media Director

4. Why Traditional TV Advertising?
And Why Programmatic TV?

5. $200B USD
A Channel Set for
Stratospheric Growth
Google + Facebook
Combined
$133B USD

6. “It’s all just ‘watching TV’ ”
*https://www.hulu.com/advertising/gen-z-the-generation-at-the-forefront-of-tvs-
evolution/

7. Programmatic
TV Media Buying=
Agile

8. Advantages of
Programmatic TV
Reach Audiences At
Their Most Engaged
Boost Video
Completed Views
Take Personalisation
to the Big Screen
Achieve Transparency
With Data & Analytics
Target Niche
Audiences
Accessibility of
Inventory
Shorter Ad
Breaks
Agile Media
Planning
Reach Those Who Don't
Watch Offline TV

9. Programmatic TV -
A Disambiguation
Type of Content Devices
Game Console Smart TV OTT Device
Catch Up TV
Livestream /
Linear TV

10. *
Australia Leads the World
in Terms of Digital Adoption
UK
AU
NZ
US
39%
52%
41%
51%
Digital as a
%
of total ad
spend

11. Connected TV Represents ⅓ Of
Australian Broadcasters’ Digital
Video Inventory
https://www.iabaustralia.com.au/research-and-resources/research-resources/item/12-
research-and-resource/2370-iab-connected-tv-whitepaper

12. Local Inventory Options
Content Streaming

13. Where Programmatic TV Fits Into the Buyer Journey
Buyer Journey
Awareness
Engagement
Leads
Direct Response
Acquisition
I’m becoming aware of the
brand
Online VideoProgrammatic TV
I’m interested in the brand
I’m considering the brand
I’m showing intent to buy
the brand
I’m purchasing from the
brand
Funnel Stage

14. Manager Mary sees a
programmatic TV ad for our
organic delivery service on
her Apple TV during
MasterChef
She does a Google
search later that morning
and watches an intro
video on website
Programmatic TV And Your
Omni-Channel Marathon

15. Programmatic TV And Your
Omni-Channel Marathon
Manager Mary sees a
programmatic TV ad for our
organic delivery service on
her Apple TV during
MasterChef
She asks a colleague the
next morning whether
they’ve heard of it
She does a Google search
later that morning and
watches an intro video on
their website
Mary is then retargeted
with a Facebook ad during
afternoon coffee break on
her mobile later that week
She sees another programmatic
TV ad while watching 9Now on
her phone on the way home but
forgets to sign up on the
website later
Mary notices a remarketing
display ad a week later at work
and visits the website, reading
testimonials and a relevant blog
post about how to eat healthy,
and finally...

16. 1. Define your campaign objectives
2. Define your target audiences
3. Align your video creative to your
marketing funnel
4. Don’t just measure view counts - track
the entire funnel
5. Create a cross-channel story & maintain
seamless messaging across channels
6. Know broadcasters’ schedules and
allocate your spend accordingly
Programmatic TV Campaign
Best Practices

17. What To Ask Your
Media Buyer
Real-time reporting for
actionable insights
Frequency management
Advanced audiences (Using
1st and 3d party lists)
KPI-driven optimisation
(closed-loop attribution)
Brand safety

18. Programmatic TV marries
the benefits of traditional
TV advertising with
advanced digital
capabilities
A growing number of
Australian TV viewers can
only be reached in with
programmatic TV
Run truly agile TV
campaigns where you can
change your strategy on-
the-fly, greatly boosting
your media ROI
Key Takeaways

19. How Bench Can Help You
Tap Into Programmatic TV
- Tech Advantage
- Workflow and Asset Control
- More integrations than anyone
else in market

20. DisplaySocial
TV Native
Video
Audio
Make Your Marketing
And Media Truly Agile

21. Book a demo
today

22. Q&A:
Your questions
answered

23. State of programmatic
TV in Australia (Article)
https://www.iabaustralia.com.au/iab-
blog/blog-
articles/entry/programmatic-tv-and-
digital-campaigns
Resources References
1. https://www.recode.net/2017/12/4/16733460/2017-digital-ad-spend-
advertising-beat-tv
2. https://marketingland.com/nielsen-survey-consumers-more-likely-to-
trust-tv-ads-than-online-video-search-ads-144754
3. https://videologygroup.com/press-releases/2017/4/19/new-research-
suggests-advanced-tv-is-now-fastest-growing-tv-ad-sector
4. https://www.forbes.com/sites/tomfgoodwin/2017/04/29/why-tv-
advertising-is-about-to-change-forever/#b058b327c8ac
5. https://www.hulu.com/advertising/gen-z-the-generation-at-the-
forefront-of-tvs-evolution/
6. https://www.iabaustralia.com.au/research-and-resources/advertising-
expenditure/item/11-advertising-expenditure/2587-online-advertising-
expenditure-report-quarter-ended-march-2018
7. https://www.iabaustralia.com.au/news-and-updates/iab-press-
releases/item/22-iab-press-releases/2369-connected-tv-now-
accounts-for-up-to-35-percent-of-australian-broadcaster-s-online-
video-supply
Programmatic TV ad
specifications (PDF)
https://benchplatform.com/programm
atic-tv-connected-tv-ott-tv-catch-up-
tv-ad-specs-2018/

24. Thank you!