What Marketers Need To Know About Programmatic Buying
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Transcript of What Marketers Need To Know About Programmatic Buying
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What Marketers Need To Know About
Programmatic BuyingHOSTED BY: &
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Your Presenter
• Liam Brennan– Global Digital Director at
MediaCom
– @LCBrennan
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b) I do all the marketing including PPCc) I work at an agencyd) I’m a consultant
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What Marketers need to know about Programmatic Buying
Presented by Liam BrennanGlobal Digital Director
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Programmatic becoming the norm in leading markets – will be >50% of UK digital spend in 2015
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How can something that is so mainstream be so confusing and decisive?
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Conversations around tech and intricacies are important – but thrown us off course. Lets get back to basics
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Two pillars of programmatic: Automation by definition, data and tech through a strategic and implementation link
AUTOMATIONCutting out the ‘middle man’,
optimising in real time, (sometimes) flexibility in
pricing
DATA + TECHAbility to use import and
export data, store, analyse and use to improve planning
and buying
+
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Now and beyond1960s
The role of media is to deliver “the right message to the right person at the right time and place”
Nothing has changed!
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Media has always been about people – how they think/act, what media they use, how and when
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But we are rethinking how we plan and buy media – addressing fragmentation through opportunity
FROMMedia to
reach people
TOReaching people through media
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Ultimately, data and automation will allow us to deliver more personalised messaging
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MediaCom UK used Channel 4’s data and ad tech to deliver four million personalised TV ads
Case study: https://www.youtube.com/watch?v=JAgAfGPOKTM
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Using programmatic would (with developments in data/tech) allow us to deliver that concept at scale
Targeting ‘people’ based on collected
data
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Programmatic delivers advantages above and beyond the ability to target the individual. Particularly in buying
Better media value
More media control
• Freedom of inventory movement
• Stop and start – and always on• (Often) Adjustable pricing• Real time feedback• Greater ability to test and
learn
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The output of ‘programmatic’ has been sub-par, perpetuated the ‘performance channel’ myth
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We are seeing more ‘creative friendly’ inventory becoming available to be bought programmatically
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And better quality (aka ‘premium’) inventory is becoming available and driving programmatic spend
Source: eMarketer 2014, US data
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Programmatic buys will eventually be able to be executed across all ‘digital’ – OOH, Radio, and TV
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Indeed, in 2015, there was a programmatic buy in advertising’s ‘most creative moment’, and few were aware!
http://blog.wideorbit.com/see-the-first-ever-programmatic-super-bowl-tv-ad/
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Conversation needs to shift back to people instead of tech. In time programmatic, will just be ‘media’
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Three takeouts from today
Programmatic buying is the method, not the message
Programmatic is ushering in an era of people based marketing
Programmatic becoming the norm for digital – but this is just the start
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