Drive More Brand Spend Into Digital
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Drive more brand spend into digital Henry Howe, Head of Programmatic Consumer Intelligence, Kantar Media
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Transcript of Drive More Brand Spend Into Digital
Drive more brand spend into digital
Henry Howe, Head of Programmatic Consumer Intelligence, Kantar Media
A quick introduction to us…
• Part of communications giant WPP• Industry currency for advertising buying and selling• In 68 markets worldwide• Single Source• 1,000+ agency & media owner clients• 4,000 brands• 500 product areas• 300+ attitude statements
1960s-1990s, Advertisingwas Broadcast…
1Ad for Family of Five
Device
Ad Blasted toMillions of People
PlannedMONTHS
In Advance
5Ads for Family of Five
Devices
Individually Targeted Ads
Delivered inREAL-TIME
Today, We Experience 1000s of Ads per Day. Real-Time is Necessary.
With Today’s Automation, Marketers are Revisiting Strategies
Am I buying as efficiently as
possible?
Am I using media intelligence as effectively
as possible?
What % of my dollars go to
working media?
With Todays Automation, Marketers are Revisiting Strategies
“American Express would like to transform their Display Media Channel to become 100% programmatic.”
-AdAge, June 4, 2014
“Procter & Gamble wants to buy 70% to 75% of its U.S. digital
media programmatically by the end of this year.”
-AdAge, June 4, 2014
Big Brands are Adopting ProgrammaticBig Brands Are Adopting Programmatic
Automated GuaranteedContent & Context
Data Driven Planning
Workflow Efficiencies
Automated Guaranteed Technology As A Driver For Growth
High Impact Branding Examples
The growth of programmatic advertising of all kinds
IDC, Worldwide & Programmatic Advertising Forecast, 2015
($M)
Opportunity #1: A more secure branding environment
Opportunity #2: Simplifying the media value chain
Opportunity #3: Trusted, shareable data for all
The importance of comparability & trust
A high quality, trusted dataset everyone can use
Brand Specific Media Planning In Practice
Final Thoughts…
Automation Technologies are key to growth for brands
We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online
Buyers Sellers
Packages
GO + NGO
&
TGI Audience Segmentation
REVV Proposal DB API
