programmatic branding in 2015
DESCRIPTION
TubeMogul talks programmatic at CES 2015TRANSCRIPT
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Programmatic
Branding in 2015January - CES
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Remember When?
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Remember When?
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Remember When?
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Software is
Eating the
World…
…Software is
Improving
Media Buying
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Agenda Key Theme: A roadmap for building a programmatic branding business
1. TubeMogul Overview
2. Market Overview & Trends
3. Building a Programmatic Business
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Enterprise Software for Digital Branding
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Our Software in Action– for Brand Advertisers
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Market
Overview &
Trends
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Television: The Original Brand-Building Medium
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Major Brands Were Born
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But Today’s Viewers Move Seamlessly Between Channels
Source: eMarketer. 2014.
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Reaching A Target Audience Getting More Difficult
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TV Buying Used to Mean…Buying TV
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60% Solution, Incremental Reach on TV is Expensive
Reaching TV’s 4th
and 5th quintile is
becoming
exceedingly difficult
&
expensive
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Everyone Loves Video
61% of the U.S. population is exposed to video ads. Each of those people
views 61 video ads per month, accounting for 88 billion video ads and more
than 13 billion minutes watched every month.
85.92
89.43
87.1786.31
85.5184.61
85.19
82.00
83.00
84.00
85.00
86.00
87.00
88.00
89.00
90.00
AGE12-17
AGE18-24
AGE25-34
AGE35-44
AGE45-54
AGE55-64
AGE65+
Series1
Percentage of Internet Audience
that View Video
Source: comScore Video Metrix, Feb 2014
Pe
rce
nt
Pe
r M
on
th
Demographic Breakdown
Of Video Viewers
1%
9.1%
22.2%
26.4%
19.0%
13.4%
5.8%
3.1%
AGE 1-11, Index 006
AGE 12-17, Index 112
AGE 18-24, Index 224
AGE 25-34, Index 196
AGE 35-44, Index 141
AGE 45-54, Index 092
AGE 55-64, Index 051
AGE 65+, Index 024
81% of viewers are 18-54
DESIGNED
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The Post-Desktop Era Begins
Source: comScore Media Metrix Multi-Platform, December 2013
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Marketers Responding to Mobile Usage
Source: eMarketer 2014
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Marketers Responding to Mobile Usage (Video)
Source: eMarketer 2014
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Viewer attention fragmented across devices and platforms
Can’t buy and measure TV and digital video on equivalent basis
Targeting capabilities vary across channels and vendors
Difficult to verify target audience was reached
Reaching A Target Audience Getting More Difficult
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Programmatic Trends Look Strong
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Logistics to Strategy –Software Does This Today
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Why Programmatic Matters for Brand Marketers
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Test & Learn Optimization Drives Performance
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Programmatic Video Experiencing Rapid Growth
f
Source: Forrester Consulting, “RTB Powers the Rapid Growth of Online Video”
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Real and Perceived Challenges to Tackle
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InventoryQuality & Scale
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RTB Exchange Traded Video Impressions (Billions)
Source: SpotXchange
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Open Inventory – Tier 1, comScore Top 100
Source: TubeMogul
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If The Inventory Sounds Too Good to Be True…
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Site Selection, Transparency
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huffingtonpost.com
nytimes.com
iconpopquiz.com
youtube.com/enews
viewster.com
cbsinteractive.com
Actionable Viewability Reporting
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Quantitative Approach to a Qualitative Problem
Source: TubeMogul
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Analyze the Impact of Every Inventory Channel
Brand Lift by Channel – Control vs. Exposed to Ad
Programmatic
Direct
Ad Network Direct
Publisher-
Served
Exchange
Inventory
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Are you getting premium performance for the cost?
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Drive inventory and publisher ACCOUNTABILTY with UNIFIED tracking and common metrics across all sources
Key Takeaway
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MultiscreenPlanning, Buying Targeting and Measuring
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Media Mix – Increasing Reach at a Lower Cost
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Video Fragmentation Presents Challenges
• Creative Execution across Formats &
Devices
• Understanding Optimal Reach & Frequency
across Channels
• Implementing Audience & Location
Targeting across Cookie-less Channels
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Upload & Transcode for Any Device, Format
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Creative Execution Across Formats & Devices
Pre-Roll Connected TV Mobile Interactive Pre-Roll
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Future State - Cross-Screen Planning and Buying
Plan, buy and optimize across all screens and formats – including TV
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Assess Incremental Value of Each Screen
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Optimize by Reach or Frequency
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Begin unifying your targeting parameters across screens.
Simplify creative execution across all screens.
Key Takeaway
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MeasurementWhat’s Happening Now. What Should Happen in the Future.
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Establishing Metrics That Matter
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“Immovable” Metrics
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Innovative Metrics
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Standardization of KPIs creates data-driven decision making for Branding.
Key Takeaway
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Team StructureResources and Organization
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The Face of the Media Buyer is Changing
Hire for the Future: Data Analyst, Publisher
Development, Ad Operations, etc.
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ActivationGet Started Today
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Iterative Testing & Learning
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Programmatic Video Becoming Larger % of Video Market
Source: eMarketer, April 2013
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The Focus of Brand Dollars
* PROJECTED SPEND. Source: Statista. 2014.