Making Programmatic Unproblematic

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Programmatic Advertising

Agenda

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1. What is Programmatic Advertising?2. Programmatic

• How it’s sold• SMB success stories• How it’s executed • The opportunity realized

3. Thank you

What is Programmatic Advertising?

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What is Programmatic to Publishers?

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Simply….

The automated buying and selling of ad inventory.

To a Publisher….

The process of merchandising and selling unsold premium inventory in an automated marketplace often completely eliminating the sales process.

To a Marketer….

The ability to reach their exact target audience anywhere, anytime on any digital device across 10,000’s of publisher sites without an Insertion Order.

Who cares?

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“Procter & Gamble Aims to Buy 70% of Digital Ads Programmatically”

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“55% of all digital display ads will be bought programmatically in 2015, worth $14.88 Billion”

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Programmatic – How it’s sold

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Awareness

Interest Intent

Purchase

RETARGETING

CONTEXTUAL

DEMOGRAPHIC

GEOGRAPHIC

BEHAVIORAL

A Complete Campaign: Agency Model Execution

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You can provide campaign planning and management expertise that leverages data, consumer purchasing habits, purchasing windows and buying funnel to

establish consistent communication throughout the purchasing journey.

IP TARGETING

SEARCH RETARGETING

TARGETING

PLATFORMS

DESKTOP

MOBILE

VIDEO

EMAIL

P1 P2 P3 P4

Consumer Shopping HabitsTraditional Marketing

Time

Win

dow

of O

ppor

tuni

ty

Agency Digital

Consistent Presence: Client Value

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Programmatic – How it’s purchased

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Programmatic reaches exact target audiences using any digital device consumers use, thereby targeting audiences beyond your immediate circle

while expanding opportunities to cultivate advertiser relationships.

Programmatic Buying Process Overview

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Campaign Quality

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To deliver better brand protection, better results and help deliver our performance guarantee buy Above The Fold Inventory and Inventory where

they disclose the actual referring sites URL. This greatly eliminates poor performing ad impressions.

Programmatic – How it’s managed

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Campaign Management

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Combine Campaign Managers and Artificial Intelligence to calculate and manage millions of potential optimizations

effectively and efficiently.

Client Goals

Target Consumers Channels Levers Client

Results

3 Goals 5 Targets 10k+ Sites 12+ Levers

Human + AI = Perfect Marriage .1% CTR Guarantee

Programmatic – SMB success stories

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Testimonial: Stephen Graves

Campaign Results: • 78,483 Impressions delivered• 79 clicks or a .10% CTR• 22 post click ticket conversions• 2 post impression conversions

Campaign Goals:• Increase qualified traffic to his website and capture leads • Convert new leads into clients• Wanted to target younger professionals prospects to

grow average lifetime value of clients• Target older, established professionals with families in

northern Dallas Suburbs

Steven Graves Insurance is a full-service insurance broker serving individuals, families, and businesses based in Dallas, who utilize a state-of-the-art computerized rating system that instantly compares rates of competing insurance companies for the same insurance coverage

”I knew as soon as the campaign started, because the leads started coming in immediately. I have since expanded my campaign to target people relocating from California to the Dallas market.” – Steven Graves – Founder – Steven Graves Insurance

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Testimonial: Chandler BBQ

Campaign Results:• 585,103 Impressions delivered• 776 clicks or a .13% CTR• 176 post click ticket purchases• 27 post impression ticket purchases

Campaign Goals:• Increase awareness of Chandler BBQ Festival• Sell tickets / ticket packages• Drive visitors to their website• Increase sales / conversion through other lead

sources

Chandler BBQ Festival features more than 60 BBQ pit masters serving an abundance of outrageous BBQ creations in downtown Chandler. The 6th annual festival featured BBQ, Beer, Music and contests.

Programmatic – The opportunity realized

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“With AdCellerant’s help we have added over $250K/mo in programmatic and over $675K/mo in Agency Services” – Scott Tobias, CEO Voice Media Group

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“By incorporating AdCellerant’s Programmatic along with our Agency Model, we have consistently doubled digital revenue period over period” – Matthew Chamberlin, National Director of Digital Brand Strategies

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Summary – 1st 6 months• 1,080 Proposals Presented• 23.4% Closing Rate• Avg. Deal Size = $1,600/mo (5 Mo Avg.

Sale)• $790,000 in Contracted Revenue• $6,670,063 Revenue in Pipeline

Case Study: Major Print Media Company - Blend

Dec-10

Jan-11

Feb-11

Mar-11

Apr-11

May-11

Jun-11Jul-1

1

Aug-11

Sep-11

Oct-11

Nov-11

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

Total $'s in Pipeline

Dec-10

Jan-11

Feb-11

Mar-11

Apr-11

May-11

Jun-11Jul-1

1

Aug-11

Sep-11

Oct-11

Nov-11

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$160,000

Total $'s Sold

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Jan-11

Feb-11

Mar-11

Apr-11

May-11

Jun-11Jul-1

1

Aug-11

Sep-11

Oct-11

Nov-11

$0

$500

$1,000

$1,500

$2,000

$2,500

Avg. Deal Size

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What to look for in a partnerPremium inventory

Performance guarantee

A partner who provides proposals on all sales opportunities

Free training

Fully white label

Sales support and in market 4 legged sales calls

Sales material

Training material

Dashboard reporting, conversion tracking, imps, clicks, view through

Thank you

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Denver, CO+1 303 903 6696brock@adcellerant.com@brockenfield