Intro,Talk about previous experience at OMD compared to what I'm currently doing at TMK
Agenda
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• Programmatic Overview
• How does it work?
• DCO
• Q&A
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Raise your hand if you have heard the term Programmatic?
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US Display Ad Spending Share, by Type
53%63% 65%
73% 78% 82%
47%37% 35%
27% 22% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014 2015 2016 2017 2018Programmatic Non Programmatic
Source: eMarketer: “US Display Ad Spending Share, by Type” 2016
Presenter
Presentation Notes
If not many people raise their hand: Talk about the importance of $ trending. If people do raise hand: That's not surprising
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In 2017…..
$33,000,000,000
Presenter
Presentation Notes
Quite a large percentage, which equates to about $33 billion in ad spending, advertisers/agencies investing heavily into programmatic media (puts % of spend into perspective)
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What is “Programmatic”?
The use of software to automate the purchasing of digital advertising
Presenter
Presentation Notes
Definition of programmatic, applied first to display media, but now can be purchased on mobile/table, video, tv, CTV (roku, hulu, etc.)
How does it work?
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Presenter
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Most common misconception is retargeting, (talk about personal RTG experience).RTG isn't the only way to activate programmatic media and it's a common misconception
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Another Example
bschifrien
Sticky Note
Use whiteboard to show visual example of my time spent online and how an advertiser isn't waiting for me to get to a contextual site or their site, want to capture me on any site since I'm in their audience
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Great, now what does this mean for me as a creative?
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All well in good, however what does this mean for you/ why should you care?
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One to Many
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Creative focused on one message/one ad targeted to the same group of people, but now a way to target based on specific triggers…so going from 1 to many, to many to many
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One to Many, now Many to Many
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Pulling out specific data points about a user and serving relevant creative to them. (this is also known as DCO)
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DCO (Dynamic Creative Optimization)
Practice of serving and testing interchangeable combinations of copy and art to see which are most
effective
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Definition….
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How does DCO work?
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It's an algorithim/automation (common theme)
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How does DCO work?
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It’s like an ad factory, Day of week, time of demo, demographics, location, weather all get taken into account w/ this algorithim.
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DCO Adoption & Benefits
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Approximately 67% are using it or planning to use it and probably have by now (survey is from 2015). It is driving efficiencies across the board, engagements, CTR, reduced costs, etc.
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Takeaways
• A lot of $$$ is being poured into programmatic media, with no sign of slowing down
• Programmatic = Automation
• Audience targeting is a commodity, creative needs to differentiate from the pack
• DCO has resulted in increased engagement, lower costs, and more efficient performance
Presenter
Presentation Notes
Recap. To 3rd bullet – It’s great if you can target audiences (this is not unique to agencies), but if the creative is not relevant to the target audience, it's a lost opportunity