PROGRAMMATIC: THE SHIFTING LANDSCAPE OF DIGITAL ADVERTISING

About Miles

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About Miles – What we do

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About Miles – a few examples of who we work with

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OUR TOPIC

What we will cover

Data driven approaches for new customer acquisition, increasing direct traffic, building brand awareness and boosting profits.

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DISRUPTORS

Where’s Google headed?

From Search Engine to Answer Engine

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Search:DaytripsfromSanFrancisco

Bottom of the heap

Organic traffic is tough. And getting tougher.

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Sevenswipes,NextPage,thenthreeswipestogetto

FirstOrganicResult

Rankbrain

200 major ranking signals, up to 10,000 variations, and now the third-most important determinant in search results

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High-funnel Content

Travel suppliersare still discoverable. But less so. And it’sjust going to get worse for us.

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GoogleTrips

Use andTrust

Travelers appear to value, trust and use this content, validating industry concern that this content will become a serious disruptor

TrustinGoogleContent UseofGoogleContent

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The Cost of a Click

Cost per click has increased 300% over the last 4 years - $.37 to $1.09.

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

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Now what?

We have to do more with what we have, and get stronger.

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DATA DRIVEN

DATA DRIVEN:Why data driven approaches are a pain in the ….

v Your opinion doesn’t matter;v You don’t know what will work;v There is no magic template;v There is only process and hard work.

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DATA DRIVEN:What your process should be

1. Business objectives2. Research3. Insight and Hypothesis 4. Build and test5. Analyze results and adapt

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DATA MATURITY:What you can achieve is rapidly improving

v Advances in Attributionv Data Visualizationv Ownershipv Personalizationv Niche Targeting

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PROGRAMMATIC

The basicsProgrammatic: the use of software to purchase digital advertising

v Ad exchanges: marketplace that auctions ad impressions in real-time, among multiple bidding advertisers and/or networks and sells the impression to the highest bidder;

v Supply Side Platforms (SSP): Ad seller’s (publisher’s) software platform for automation and management of advertising inventory;

v Demand Side Platforms (DSPs): Ad buyer’s software platform for automation and management of as buys;

v Data Management Platforms (DMPs): used for data storage and analysis to help with advertising campaign optimization and media buying.

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NOW WHAT?What can we do with all of this great, rich data and powerful automation?

Acquire New CustomersIncrease Direct TrafficBuild Brand AwarenessBoost Profits

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Where you should focus

Acquiring new customers

v Leverage Owned Datav Assure Control over the Full Cycle

(audience, inventory, optimization, analytics)

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Where you should focus

Increasing direct traffic

v Employ Advanced Segmentation to Extend Audience and Reach

v Employ Niche Market Targetingv Test and Analyze

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Where you should focus

Build Brand Awareness

v Provide Fresh Creativev Test Engagementv Assure Quality and Safety

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Where you should focus

Boost Profits

v Really thinking through your ROIv Shoulder Contentv Application of a Rigorous CRO

program

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Resources

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Thank you!

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