Programmatic Advertising Solutions for Retailers and Brands

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This presentation was originally given at Shop.org in Philadelphia on October 2015. It is a primer on programmatic advertising with specific solutions that can be used for retailers and brands.

Here are the key takeaways:
- Programmatic ads are more than retargeting. You can use programmatic for top and mid-funnel marketing activities.
- Leverage CRM data as broadly as possible to help target your ad campaigns.
- Programmatic ad creative can ensure you are using the right message for each potential customer.

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  • Most targeting is based on context of the placement.
  • Algorithms and data models are finding the right audience no matter where the customers are.
  • Programmatic Advertising Solutions for Retailers and Brands

    1. 1. Programmatic Advertising Solutions for Retailers and Brands by Veronika Sonsev, CEO of inSparq
    2. 2. TODAY’S MEDIA LANDSCAPE • Much of the complexity comes from programmatic ads. • So what does all this mean? • And how do you use it?
    3. 3. AGENDA: 1. What is Programmatic Advertising and how does it work? 2. Programmatic Media Buying Solutions 3. Programmatic Creative Solutions
    4. 4. WHAT IS PROGRAMMATIC ADVERTISING? HOW DOES IT WORK?
    5. 5. Who in the audience has done programmatic media buying? Who has done retargeting? Then, you’ve done programming media buying!
    6. 6. WHAT IS PROGRAMMATIC ADVERTISING? Uses technology to buy and sell digital ads: • Automates the decision-making process of where ads are placed; • Often uses algorithms and/or real-time bidding (RTB); • Used for online display, mobile, social and video campaigns.
    7. 7. WHY DOES PROGRAMMATIC MATTER? • $15B will be spent on US programmatic ad revenue in 2015. • Programmatic transactions will be a majority (52%) of non-search digital-ad spend in 2015. • Retailers make up 25% of programmatic ad spending.
    8. 8. OLD SCHOOL MEDIA BUYING ADVERTISER PUBLISHERAGENCY AD NETWORK Advertiser Direct Agency Direct Ad Network Direct
    9. 9. PROGRAMMATIC MEDIA BUYING AGENCY DSPs • Rockerbox • AppNexus • OpenX • The Trade Desk EXCHANGE • AppNexus • Google • Facebook • OpenX SSP • Rubicon Project • Pubmatic • MoPub DATA SUPPLIERS & AGGREGATORS BlueKai, eXelate, LiveRamp, RetailNext ADVERTISER Data Data PUBLISHER AD NETWORK DMP 1ST PARTY DATA
    10. 10. PROGRAMMATIC MEDIA BUYING SOLUTIONS
    11. 11. APPLYING PROGRAMMATIC TO RETAIL Top Funnel Mid Funnel MARKETINGFUNNEL AWARENESS AND INTEREST • Demographic targeting • Interest-based targeting CONSIDERATION AND INTENT • Behavioral targeting • Custom audiences • Location targeting EVALUATION AND SALES • Retargeting Bottom Funnel
    12. 12. RETARGETING • How Does it Work?: • Retargets visitors to your site. • What’s Programmatic?: • Can trigger off site visits, add to cart, views of specific product. • Creative and media is dynamically generated. • ROI: 3-10X (conversion optimization). • Solution Providers: Criteo, Google, AdRoll, Steelhouse. Example from: Criteo
    13. 13. CUSTOM AUDIENCES • How Does it Work?: • Targeting based on CRM data (e.g., inactive customers). • Look-a-likes based on CRM data. • What’s Programmatic?: • Starts with current customer base. • Matches emails to cookies/profiles. • Creates look-a-like models. • ROI: 1-3X. • Solution Providers: Facebook, LiveRamp, Viant, Google.
    14. 14. BEHAVIORAL TARGETING • How Does it Work: • Finds customers similar to current customers. • What’s Programmatic: • Creates models of browser behavior to create behavior profiles (like tracing footsteps to store). • ROI: 1-3X. • Solution Providers: Rockerbox, Distillery. Example: Rockerbox
    15. 15. LOCATION TARGETING • How Does it Work?: • Designed to drive in-store foot traffic with ads targeted based on location plus demographics and interests. • What’s Programmatic?: • Audience profiles built in real-time using 1st & 3rd party data. • Ad is then targeted based on habitual behaviors to drive path to purchase. • Creative can include directions. • Solution Providers: Sonata Mobile, 9th Decimal.Example: Sonata Mobile
    16. 16. PROGRAMMATIC CREATIVE SOLUTIONS
    17. 17. FEED BASED PRODUCT CREATIVE • How Does it Work?: • Increases relevancy of creative with products selected in real-time. • What’s Programmatic?: • Based on product catalogue feeds. • Products selected based on trends and personalization strategies. • Can be optimized without trafficking new ads. • Solution Providers: inSparq, AdRoll, Facebook.Example: inSparq
    18. 18. DYNAMIC CONTENT TARGETING • How Does it Work?: • Advertising message targeted based on customer and context. • What’s Programmatic?: • Elements of creative change based on location, weather, time of day or customer profile. • Uses 1st party and third party data to inform creative. • Solution Providers: Celtra, Adacado, Spongecell. Example: Celtra
    19. 19. KEY TAKEAWAYS: 1. Programmatic ads are more than retargeting. You can use programmatic for top and mid-funnel marketing activities. 2. Leverage CRM data as broadly as possible to help target your ad campaigns. 3. Programmatic ad creative can ensure you are using the right message for each potential customer.

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