Programmatic Demystified (?)
Transcript of Programmatic Demystified (?)
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PROGRAMMATΙC DEMYSTIFIED?
28 January 2016
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•What is it?•3 facts•3 challenges•3 benefits•Mobile programmatic – is it different?•and doing programmatic the Unilever way
PROGRAMMATIC DEMYSTIFIED
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It’s the technology,
stupid!
WHAT IS IT?
Programmatic Advertising is the practice of using technology to automate and streamline the buying and selling of online advertising. While it includes Real-Time Bidding (RTB),
there are several other Programmatic Advertising methods and buy types that are
being used today.
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TYPES OF PROGRAMMATIC
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•1st fact: Programmatic is on the rise
3 FACTS
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•2nd fact: Advertisers, Agencies and Suppliers intend to increase share of programmatic
• 32% of marketers spent more than 50% of their budgets on programmatic in 2015, more than four times the 7% who focused on programmatic in 2013, and more than double the 14% in 2014.
• 66% of marketers plan to increase their budget on programmatic in 2016 (x2 the number in 2015)
• 87% of marketers indicate they plan to increase their mobile retargeting investment in 2016
3 FACTS
AdRoll 2016 "State of the Industry Report"
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•3rd fact:
- Programmatic is moving from a tactical tool used for driving
efficiency to a core strategic activity, for buyers and sellers alike
- from remnant inventory to premium
- from monetization via open exchanges to more curated/
controlled programmatic environments (PMP)
3 FACTS
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•1st challenge: for many, programmatic is quite confusing
3 CHALLENGES
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•2nd challenge:
Concerns about transparency and fraud
• (buyers) where is my brand going to appear?
• Viewability & verification
• (sellers) which brands are going to appear on my
property
3 CHALLENGES
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•3rd challenge:(buyer) What do I pay for? – (seller) how much is left for me?
3 CHALLENGES
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•1st benefit
•The right message, to the right person, at the right
moment, delivered at scale
3 BENEFITS/ KEY SUCCESS FACTORS
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•2nd benefit
•Targeting individuals (not machines) across
platforms, across screens
3 BENEFITS/ KEY SUCCESS FACTORS
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•3rd benefit
•Using the power of data • 1st, 2nd , 3rd party data
• Actionable data
• From data to insights
3 BENEFITS/ KEY SUCCESS FACTORS
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•Is it different?
•Programmatic turbo- charged !• Data – more sophisticated targeting (device, location,
contextual, behavioral)
• Creatives and ROI – intrusive vs non-intrusive (banners,
interstitials, video units, native)
• Transparency and measurement
MOBILE PROGRAMMATIC
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THE UNILEVER WAYHybrid trading desk solution•Closing the cycle from consumer understanding to measurement•Ownership of data•Driving data-driven capabilities and innovation•Building a relationship marketing engine•Providing a multi-channel solution across display, video, mobile and social•Driving Unilever verification standards•A constant learning and optimization process
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THE UNILEVER WAY1.Hyperlocal mobile: adapting media and creative based on consumer shopping habits
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THE UNILEVER WAY2. Thermal: Adapting media and creation based on weather conditions at postcode level
Bid boost
Bid boost
Bid boost
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•Unilever Greece started using programmatic in 2014• From inventory buying to audience buying
• Better targeting – minimizing wastage
• Both for awareness and performance campaigns
• Desktop and mobile-responsive
WHAT ABOUT GREECE?
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THANK YOU
The real value of programmatic is reached when it enables insight,
collaboration and results and serves as a strategic tool for the
future