Perform dm go to market deck - may 2014 email
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Transcript of Perform dm go to market deck - may 2014 email
PerformDM Programmatic Buying May 2014 Introduction
Agenda
• Evolution of programmatic
• PerformDM, and our technology
• Inventory, brand safety and quality
• Customer centric audience targeting
• Building cross channel consumer insight
© 2014. All rights reserved. PerformDM Proprietary and Confidential.
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
PROGRAMMATIC INVOLVES THE TRADING OF MEDIA THROUGH INTEGRATED TECHNOLOGY PLATFORMS
Efficiency brought through real time bidding (RTB)
Bulk buying inventory Old world (pre PerformDM)
Real-time bidding New world (since PerformDM)
The growth of RTB
Source: MAGNA GLOBAL, Oct 14, 2013
11% 19%
28% 34%
41% 47% 52%
89% 81%
72% 66%
59% 53% 48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 2015 2016 2017
Total US display ad share spend
RTB Direct buys
But programmatic is more than just RTB Reservation
type Pricing Participation Terminology
Reserved
Unreserved
Unreserved
Unreserved
Fixed
Fixed
RTB
RTB
One buyer
One buyer
All buyers
Select buyers
Programmatic guaranteed Programmatic premium
Programmatic direct Programmatic reserved
Private marketplace Preferred deals Private access
First look
Open exchange Open marketplace
Private marketplace Private auction Closed auction Private access
Automated guaranteed
Unreserved fixed rate
Open auction
Invitation only auction
Buy type
The growth of programmatic
11% 19%
28% 34%
41% 47% 52%
13%
18%
25%
29%
32% 32%
31% 76%
62%
47% 36%
27% 21% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 2015 2016 2017
Total US display ad spend share
RTB Non-RTB programmatic Non-programmatic
Source: MAGNA GLOBAL, Oct 14, 2013
THE LINES ARE BLURRING
The industry has evolved
Publishers
Direct buying
Networks
Network buying
DSPs
Exchange buying
Ad exchanges
Yield optimisers
Data
Programmatic
buying
PerformDM and what makes us different
Core pillars of PerformDM
Performance
All ads bought programmatically, specifically for each individual advertiser
100 %
Protection
Thoroughly vetted data, media and technology partners
Partnerships
Best in class technology partners and integration
Considerable expertise globally and in Africa
440 BILLION IMPRESSIONS
GLOBALLY
GROWTH RATE
OF 460%
121 CLIENTS
1000+ CAMPAIGNS
5.3 BILLION IMPRESSIONS
in SA
Key points of differentiation
Transparency
Full publisher list/bid price/remarketing strategy visibility
Technology
Proprietary analytics, licenced leading bid management tools
Data policy
No data is shared between clients under any circumstances
PROPRIETARY TECHNOLOGY DESIGNED TO
POWER AGNOSTIC SOLUTIONS
Technology is in our game!
Amplif.r Audience Insights +
PerformDM PLATFORM
Social Tools
Video DSPs
Partnering to develop best in breed technology
Mobile DSPs
Independent Platforms
Traditional DSPs
§ Global advertiser spend § Country level overviews § Media channel comparisons § Campaign top level trends § Placement level insight § Publisher performance § Creative delivery § Data segments § Pixel information
Drill down reporting for granular campaign performance
INVENTORY, BRAND SAFETY AND
QUALITY
BRAND SAFE PREMIUM INVENTORY AT SCALE
Security in PerformDM Verified
Data providers are put through a legal & technical vetting process to ensure capabilities, brand safety and OBA compliance
Websites undergo human and technology inspections to confirm adherence to industry safety standards. We buy all media in real-time and do not arbitrage
Technology providers go through a 300+ point inspection process and pilot testing to validate existence of mission-critical criteria and platform functionality
Data
Media
Technology
PerformDM Verified is a certification process developed by our platform indicating a partner has been thoroughly vetted and meets PerformDM’s standards of performance and transparency
PRIVATE MARKETPLACES HAVE BECOME THE NORM
What is a private marketplace?
§ First look access
§ Lower floor prices
§ High impact creative sizes
§ Restricted auctions
§ Unique access
§ Specific placements on a site
§ Coupled with publisher data
§ Re-targeting back into campaign.
Pairing inventory with publisher data
Demographics
Lifestyle
Category shoppers
In-market
Brand Real time first party publisher
data
Gender
Families, Dad’s
Technology shoppers (dozens of top level retail categories)
In-market for laptop, tablet… (hundreds of in-market audiences)
In-market for Acer… (thousands of brands)
High impact creative formats
Mastheads Expandables Double MPUs
Tackling viewability
CUSTOMER CENTRIC
AUDIENCE TARGETING
PerformDM works across both
BRAND DIRECT RESPONSE
The future is programmatic, audience-centric and multi-channel. These pillars will drive intelligent digital buying. ─ Forrester
Importance of a unified technology stack
Operational efficiencies
Significant spend efficiencies
Better end user experience
Unique targeting opportunities
Joined up user dialogue
§ Re-messaging audiences generated through paid, owned and earned channels
§ Unifying media channels rather than have them compete
§ Build an ongoing dialogue with consumers across multiple channels and platforms
Building true cross channel, end to end user experiences
Awareness
Intent
Desire
Action
Source: Elias St. Elmo Lewis
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Using programmatic throughout the funnel
§ Brand blasts § High impact formats § Native advertising § Video and mobile awareness § Keyword contextual targeting § 3rd party audience buying § Lookalike modelling § Retargeting § Retention targeting § Social engagement
Brand blasts
Driving awareness Maximising reach through tight frequency capping High impact formats Audience takeovers Supplements homepage takeovers
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Masthead retargeting
Retarget users who have viewed or clicked on the masthead Deliver a sequential message through display, video or social channels Retarget up to 6 different masthead interactions
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Building audiences through 3rd party data
Age 18-34
Early adopter
Income R30-50k
Bikes to work
Likes apple products
Wears glasses
High school educated
Pop culture obsessed
Male
Hipster
Tech enthusiast
Publisher data
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Scaling through audience lookalike modeling Algorithmic profiling
Male
Tech enthusiast
Pop culture obsessed
Income R30-50k
Hipster
High school educated
Likes apple products
Age 18-34
Bikes to work
Wears glasses
Early adopter
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Profiling different types of site visitors
Browsers
Buyers
vs.
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
KEYWORD CONTEXTUAL TARGETING
Retargeting using programmatic Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Homepage Low frequency
Low bid
Landing pages
Low frequency Low bid
Generic pages
Medium frequency Medium bid
Brand message
Brand message
Choose a product
High frequency High bid
Choose an option
High frequency High bid
Accessories High frequency
High bid
Basket Max frequency
Max bid
Checkout Max frequency
Max bid
Excluded
Existing customers
Excluded
Confirmation page
Brand message
Product specific
Call to action
Call to action
Option specific
Acc. specific
Retargeting is more than just messaging site visitors Likes
Recommends
Advocates
Awareness
Intent
Desire
Action
VOD
3rd party sites
www.
Leveraging a true cross channel approach Inputs
3rd party data
Video views
Facebook app tagging
YouTube channel & masthead tagging
Referring search activity
Advanced site tagging strategy Standard ads
Dynamic ads
Rich media
Video pre-roll
FBx ads
Mobile ads
Outputs
Audience profile library
Likes
Recommends
Advocates
Awareness
Intent
Desire
Action
Smarter sales lead optimisation
Homepage visitors
Total homepage audience Generic brand message
Coffee machine searchers Coffee machine product message
Nespresso club searchers Club benefits message
Site bouncers Hard call to action message
Brand term searchers Exclude from retargeting
Likes
Recommends
Advocates
Awareness
Intent
Desire
Action
Retarget users who have viewed an advertiser owned video or YouTube channel Segment users by whether they have subscribes, liked or disliked the content
YouTube video retargeting Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Facebook app retargeting Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Retarget users who interacted with an advertiser’s Facebook app Target different pages or user interactions Re-message users across display, video or social channels
Retention and cross selling
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Messaging users who have already purchased, are regular customers or brand fans Separate high/low value customers Treat brand loyalty differently with unique offers or messages Build an ongoing rapport with customers past the initial sale
Ability to leverage cross product audiences Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Brand advocates drive awareness
§ The most convincing advertising comes from friends and family
§ Ensuring that existing customers can share creative/content
§ Ingesting offline CRM data to help build more in depth customer profiles
§ Focus on developing a true cross channel, on going consumer dialogue
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
In summary
Performance
Programmatic trade desk, focussed on results
100 %
Protection
Thoroughly vetted data, media and technology partners
Partnerships
Best in class technology partners and integration
Questions?