Audience Engagement with Programmatic Advertising By: Vaibhav PrabhuneAgenda The Audience Ecosystem The Funnel Engagement Optimization Taing it to the ne!t level Future The Audience "hat is an AudienceType o# the same: primary $ in%uencer &nsights: into that audience'eaching out to the correct ones ( programmatically The Ecosystem)ser Pro*le+ampaign ,etup-elivery The FunnelAwareness&nterest+onsideration&ntentEvaluationPurchaseFUNNEL ?The user decides to invest in a homeAwareness Of the need /Want of a Producte starts educatin! himse"f#oes more and more research on"ineActive"$ e%&resses interest in a &roductdee&er research on"ine' Location' (nvestment Ti&s' Wei!hin! o&tions )etween P"ots and *i""as+hec,s out sites "i,e Times -ea"t$ etc.e is va!ue"$ aware of what he wants e researches/ investin! in homes at Ta"e!aon/ Lonava"a/ etc.This is where $ou 0rst show him $our ad 12ou serve an im&ression/ )ut he doesn3t c"ic, on the ad4hows an intent to )u$2ou show him the same ad a second time2ou ,now he ma$ )e interested in a &ro5ect in Ta"e!aone c"ic,s on $our ad/ !et redirected to $our "andin! &a!e/ )ut doesn3t 0"" the form6uc,et11Eva"uatin! di7erent s&eci0c &roduct o&tions*isited $our LP/ )ut remem)er he ma$ not have 0na"ised on it Now that $ou ,now he3s visited $our site )ut he hasn3t 0""ed u& the en8uir$ form/ $ou tar!et him with di7erentia" communication 1The communication shou"d )e in s$nc with the Landin! &a!e-i.erential communication according to the buyer behavior / position in the #unnel &nteractive ads 0 'ich 1edia 0 VideoEngagementOptimizationType o# communication #or di.erent audiences as per the behavior )sing a $ b tasting at a precise levelPattern detectionFre2uency cap as per the budget and inventoryTaing it to the ne!t level+ross Plat#orm+ross -eviceE!ponential 'each1a!imum )tilization o# the &nventoryThe Future-adio6i"")oards9ore focused mo)i"e ad'servin!Than 3ou 4