Crimtan. Why programmatic?

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DATA AUDIENCE TARGETING Why programmatic? Benefits to agencies and clients DATA AUDIENCE TARGETING

description

Agencies historically spent tons of media dollars with ad networks, who aggregated online display inventory through direct relationships with publishers. With the arrival of the ad exchanges & associated, agencies realized they could purchase most/all of this media directly through the ad exchanges. Since ad networks historically took a ~50% gross margin, the client can ostensibly get a better deal while the media agency, ATD, DSP, and exchange all get paid.

Transcript of Crimtan. Why programmatic?

Page 1: Crimtan. Why programmatic?

DATA AUDIENCE TARGETING

Why programmatic?

Benefits to agencies and clients

DATA AUDIENCE TARGETING

Page 2: Crimtan. Why programmatic?

WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY

Agencies historically spent tons of media dollars with ad networks, who aggregated online display inventory through direct relationships with publishers. With the arrival of the ad exchanges & associated, agencies realized they could purchase most/all of this media directly through the ad exchanges.

Since ad networks historically took a ~50% gross margin, the client can ostensibly get a better deal while the media agency, ATD, DSP, and exchange all get paid.

http://www.quora.com/Demand-Side-Platform-DSP/What-is-the-difference-between-Agency-Trading-Desk-ATDs-and-Trading-Desk-And-What-is-the-difference-between-ATDs-and-DSPs

Page 3: Crimtan. Why programmatic?

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Source: Ghostery.com Apr 2014

Programmatic platforms deployed on Estonian publishers

Page 4: Crimtan. Why programmatic?

WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY

Programmatic platforms deployed on Latvian publishers

Source: Ghostery.com Apr 2014

Page 5: Crimtan. Why programmatic?

WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY

Source: Ghostery.com

Programmatic platforms deployed on Lithuanian publishers

Page 6: Crimtan. Why programmatic?

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Availability of RTB inventory in Latvia

Branding Prospecting Retargeting Search

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Source: Ghostery.com

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We have had three-to-four years of the agency trading desk model. It’s been reasonably successful, eating up traditional ad network spend and becoming a permanent fixture on the media plan.

http://www.exchangewire.com/blog/2013/09/25/the-rise-of-the-client-trading-desk-and-its-knock-on-effect/

Page 8: Crimtan. Why programmatic?

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 "We are starting to spend more money with fewer bigger and better partners. That gives us leverage. Michael Brunick, senior VP-programmatic at IPG's Magna Global.

http://adage.com/article/special-report-advertising-week-2013/media-agency-execs-explore-implications-trading-desks/244419/

Page 9: Crimtan. Why programmatic?
Page 10: Crimtan. Why programmatic?

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Tech –

Performance Feedback

Data Insights

Real-Time Optimisation

It’s a learning system -

the more you deliver, the

better it performs

the benefits of a single, integrated stack

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In a world where agency compensation is continually squeezed, trading desks remain a bright spot. They have helped many a holding company claw back some of the margins they once enjoyed. 

It will be “years, not quarters” before agency teams are able to effectively use programmatic planning and forecasting tools to implement, optimize, analyze and report campaigns without error. Mac Delaney, Publicis’ Audience on Demand trading desk.

http://digiday.com/platforms/pulsepointes-whats-future-agency-trading-desk/

Page 12: Crimtan. Why programmatic?

WWW.CRIMTAN.COM 33 CATHERINE PLACE | LONDON | SW1E 6DY

MAJOR OPERATOR in CEE

UNDERSTAND complex marketplace

UNIQUE TECHNOLOGY with proprietary strategies and algorithms

LOCALLY BASED tech teams and data analysts

INTEGRATED with local data and inventory suppliers

HTML5 Creative formats available

BRANDING AND PERFORMANCE tools

DISPLAY AND MOBILE RTB capability

DATA AUDIENCE TARGETING