Ve interactive Demystifying Programmatic Webinar
-
Upload
veinteractive -
Category
Marketing
-
view
155 -
download
1
Transcript of Ve interactive Demystifying Programmatic Webinar
![Page 1: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/1.jpg)
Lunchtime Sessions: Demyst i fy ing Programmatic
![Page 2: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/2.jpg)
GARETH NEVILLERetail Sales Director at Ve Interactive
INTRODUCT ION
Please tweet any questions to @veinteractiveor email [email protected]
![Page 3: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/3.jpg)
Ve INTERACT IVE
31+ OFFICES
43 TERRITORIES
19 LANGUAGES
![Page 4: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/4.jpg)
WHAT WE’LL COVER
• What is programmatic?
• What are the benefits of using it?
• How does it work?
• Reporting metrics
• Optimisation
• Q&A
![Page 5: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/5.jpg)
PROGRAMMAT IC WORLD
An estimated 20 billion dollars being spent in 2016
The fastest growing
medium…
![Page 6: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/6.jpg)
PROGRAMMAT IC WORLD
Study shows only 23%of marketers understand programmatic buying.
DSP RTB
SSPDMP
All images are for illustrative purposes and are indicative only.
more than half still rate their knowledge as very poor/average
1 year later
![Page 7: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/7.jpg)
WHAT IS PROGRAMMATIC?
83% of all display buys will be programmatic by 2017 (eMarketer)
• Any inventory (ad space) bought automatically through either bidding for the space or buying it directly.
• Increase efficiency
• Inventory measured in impressions – opportunities to show an advert
Programmatic=
Automatic
![Page 8: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/8.jpg)
BEFORE
THE BENEF ITS OF PROGRAMMAT IC
AFTER
• Ads bought/sold manually
• Bulk impressions bought ahead of time from different sites & repackaged to be sold
• No transparency
• Inefficient & unreliable
• Faster
• More efficient
• Less expensive
• More granularity & control over campaign performance
![Page 9: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/9.jpg)
RTB , DSP , SSP
Real-time bidding Demand-side platform
Supply-side platformOr sell-side platform
RTB DSP SSP
Inventory bought & sold on a per-impression basis via instantaneous programmatic auctions
Platform that allows buyers to manage multi ad exchanges, data exchange accounts & campaigns
Platform that lets publishers manage ad inventory & maximise revenue from digital media
Let’s start with some basic terms…
![Page 10: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/10.jpg)
AD EXCHANGE
ADEXCHANG
EPlatform where ad space is bought and sold online. This is a technology driven approach
![Page 11: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/11.jpg)
TRAD ING DESK
TRADINGDESKGroup of traders within an agency/ad company known as experts in their use of technology.
The traders are responsible for daily optimisation of campaigns & driving efficiency from budgets.
![Page 12: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/12.jpg)
DATA IS K EY
COOKIES
• Info stored on a person’s computer by a web server
• It’s retrieved when the user accesses a website
• Record a users unique behaviour during each visit
![Page 13: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/13.jpg)
3 TYPES OF DATA 2nd Party Data
• 1st Party Data obtained from an agreement with another publisher
1st Party Data
• Data owned by the advertiser
• Converted customers are the most valuable data
3rd Party Data • Data from an external
company
• eXelate, Blue Kai, Neilson
• Segmented by age, gender, demographic, interest & intent to purchase
DATA IS K EY
![Page 14: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/14.jpg)
Data Management Platform
DMPData combined from a number of sources to generate audience segments for improved targeting
DMP
![Page 15: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/15.jpg)
4 TYPES OF INVENTORY
![Page 16: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/16.jpg)
• Real-time bidding
• Variable CPM
• Open to any buyer
• Majority of performance buying and direct response activity
• Pricing determined in real time when the ad is served
4 TYPES OF INVENTORY
![Page 17: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/17.jpg)
• Real-time bidding• Strict price floors
• Invitation-only buyers
• PMP spend has tripled over the last 3 years
• Gives advertisers more control over where ads run
4 TYPES OF INVENTORY
• Abbreviated to PMP
![Page 18: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/18.jpg)
• Non-auction model
• Fixed CPM (pricing)
• Inventory not guaranteed (unreserved)
• Publishers make blocks of inventory with fixed, pre-negotiated pricing available to advertisers
• Advertisers can purchase inventory away from the open market
• Any inventory that’s not sold will often get sent off to auction
4 TYPES OF INVENTORY
![Page 19: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/19.jpg)
• Non-auction model
• Fixed CPM (pricing)
• Guaranteed inventory
• Advertisers get more transparency into inventory they are buying from publishers
• Publishers get more control over which advertisers buy their inventory at specific prices
• Any deal that is negotiated directly between buyer and seller but executed through automation
4 TYPES OF INVENTORY
• AKA “programmatic guaranteed”
![Page 20: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/20.jpg)
BUY ING PROCESS
Male, 35 years oldABC, married withchildren, likes cars
and travel
Auction Model
![Page 21: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/21.jpg)
REPORT ING METR ICS
Cost per Acquisition
CPACost per Action
CPA
Cost per Click
CPCCost per Mille
CPMClick Through Rate
CTR= total marketing cost divided by
number of acquisitions= total marketing cost divided by
total number of actions
= total marketing cost divided by total number of clicks
= total marketing cost divided by number of impressions
= number of clicks the ad receives divided by number of times ad is
shown
![Page 22: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/22.jpg)
REPORT ING
![Page 23: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/23.jpg)
ACH IEV ING PERFORMANCE & OPT IM IS AT ION
![Page 24: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/24.jpg)
ACH IEV ING PERFORMANCE & OPT IM IS AT ION
![Page 25: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/25.jpg)
DSPLearning phase Optimised phaseSUCCESS EVENTS
Sufficient daily spend has to be allocated in order to reach an optimised phase
Tech based on algorithms that optimise throughout the campaign
Measure CPA & KPIs against the available budget
ACH IEV ING PERFORMANCE & OPT IM IS AT ION
![Page 26: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/26.jpg)
At Ve Interactive, we have a team of traders who manually optimise campaigns for greater efficiency
ACH IEV ING PERFORMANCE & OPT IM IS AT ION
![Page 27: Ve interactive Demystifying Programmatic Webinar](https://reader035.fdocuments.in/reader035/viewer/2022070512/589cf5881a28abcc258b5c75/html5/thumbnails/27.jpg)
SUMMARY
• Basic terminology
• Benefits of programmatic & reasons to invest
• How the auction model works
• Reporting metrics & optimisation
For more information check out the IAB’s jargon buster.
Next time… Prospecting & Retargeting Strategies
For more information, please contact [email protected]