roundtables & town hall discussion: "brand marketing in the programmatic era"

Brand Marketing in the Programmatic era

Presenter: Damian McKenna

Advertising is being re-imagined

Consumers…

Expect personal experiences

Respond to engaging campaigns

Are always connected

“Using technology and

audience insights to

automatically buy and run an

ad campaign in real time,

reaching the right person with

the right message.”

Programmatic:

“If I had asked people what they wanted,

they would have said faster horses.”

Henry Ford

Programmatic has transformed media buying

83% of all display buys will be programmatic by 2017

2017 Source: eMarketer, Programmatic ad spend set to soar, Oct 2013

Programmatic: The Brand Era

Connect 1:1 with audiences, at scale

Access top-quality inventory

Engage across screens, and with rich formats

Measure what matters

Connect 1:1 with audiences, at scale

Standard targeting

Advanced targeting

Cost-per-action

32% improvement in cost-per-action (CPA) with advanced targeting

Source: Google Commissioned Study, Adding Data, Boosting Impact, Sept. 2014

Engage across screens, and with rich formats

4x growth in impressions for video transacted programmatically

The power of sight, sound and motion

+ +

25 % of global page views occur on smartphones and tablets

Source: Mary Meeker, Internet Trends, May 2014; Google Internal Data, 2014

Access top-quality inventory

1of 5 programmatic deals are premium direct

Source: Google Internal Data, August 2014

Measure what matters

SEE THINK DO

Was your message seen by the right audience?

Did the ads change people’s attitudes?

Did the ads change people’s behaviors or lead to a purchase?

PROGRAMMATIC: A Bright Future for Brands