organizing for programmatic success
TRANSCRIPT
A Case Study of the Triumvirate of Brand, Agency, and Technology Partner
Edwin LeeVP Global Retail,
MediaMath
Digiday Brand Summit, April 21st, 2015
Organizing for Programmatic Success
@mediamath @dwin1
Brands Want More Efficiency and Accountability
Advertisers are demanding better ROI from media investments
Automation emerges to meet this demand
Need for tools/technology is critical
With More Accountability, Brand Marketers Are Delivering Results
WBR Q1 Survey
6270%
60%
50%
40%
30%
20%
10%
0%
%Drives Direct revenue
Improves our understanding of
digital ROI
Keeps Marketing accountable
Accountability Is Just One Benefit of Many
©2015 MEDIAMATH INC. 4
Programmatic manages the new, non-linear consumer path-to-purchase across all addressable media channels
Key benefits of programmatic:
Activates data to optimally
connect media, audience, and
creative
“Cherry-pick” consumers
across channels and devices
Increased ability to track digital
ROI
Optimisation across the entire
marketing program
Greater reach and access to all
digital media inventory
BRAND
TECH PLATFORM
Manage It Yourself
BRAND
AGENCY
TECH PLATFORM
Using an Agency and Their Tech Platform
BRAND
TECH PLATFORM
Technology Partner Management
BRAND
AGENCYTECH
PLATFORM
Agency Partner Management of Tech Platform
4 Models of Organizing for Programmatic Success
@mediamath @dwin1
Case Study: The Triumvirate
©2014 MEDIAMATH INC. 6
MediaMath, SQ1, and the retail client: Better together
One of the nation’s leading retailers teamed up with digital agency SQ1, and MediaMath, to deliver digital ROI, and influence overall business outcomes.
SUCCESSThe client saw an overall $5:1 ROI for offline sales. Furthermore, the client saw 74% higher ROI through MediaMath than the same direct buy campaign, and 38% higher ROI from ad viewability.
OBJECTIVEThe client was reliant on print-based marketing and brick and mortar sales. They needed to drive incremental in-store sales, and prove that display had a higher ROI than free standing print inserts.
SOLUTIONSQ1, together with MediaMath, and the client, demonstrated how programmatic can drive incremental offline sales by :Using MediaMath’s DMP to onboard and activate the clients
1st-party data. The client targeted CRM data (within a tight radius of retail locations)
Increasing viewable inventory at scale
