Programmatic marketing

V Huge amounts of digital media space1

Explosion of connected devices2

3

LOCATION

SEARCH DEVICE

AGE INTEREST

GENDER

Abundance of audience signals3

V + D + A + ? = programmatic marketing

Everything digital needs to be controlled by technology4

Using technology and audience insights to automatically buy and run a

campaign in real time

[proh-gruh-mat-ik]

Right

Person

Right

Time

Right

Message

Programmatic marketing =

The correct ad, on the right

device, at the right moment for

the right user

Programmatic buying =

The ability to buy the best

‘advertising space’ as efficient as

possible based on all available data

points

Programmatic marketing: real time @ scale

Programmatic creative =

The ability to create and serve

the optimal creative based on all

available data points

Reach consumers wherever they are in their Path To Purchase

Loyalty

Awareness

Consideration

Purchase

Evaluation

Leverage your CLIENT DATA and split

your offers between existing and new

customers and their historic behavior

(cross- and up sell)

Leverage 3rd PARTY DATA; optimize

offering based on purchase intent derived

from third party websites

Leverage Social interactions; re engage

based on social interactions (Youtube)

Leverage DEMOGRAPHICS

and customize offers to the

user’s gender, income,

location, distance to store

etc..

Use CONTEXTUAL

information

Use PRODUCT LEVEL details to

create offers based actual viewed

content on your side.

Leverage previous SEARCH details

to create more relevant messaging

and propositions.

AwarenessDemographics, Contextual targeting

ConsiderationAffinity Segments

EvaluationIn Market Segments, Similar Audiences

PurchaseRemarketing

LoyaltyRemarketing

03/ EXECUTE

01/ ORGANIZE

02/ DESIGN

04/ REACH

05/ MEASURE

ORGANIZE AUDIENCE INSIGHTSGreat marketing starts and ends with the audience01

60%of consumers don’t

remember the last

ad they saw

Source: Infolinks Banner Blindness Study

52%of consumers rank

relevance (or “presents

information that I want to

learn about”) as the

number one reason they

would engage with an ad

Source: “Brand Engagement in the Participation Age,” AdAge and Google, February 2014

.

Use real-time

data whenever

possible

Have a “listening”

strategy. Gather data

across all touchpoints

How to succeed?

DESIGN COMPELLING CREATIVEWhen creative and technology work together, engagement follows02

.

Make it “personal” by

using data

Build ads for all

screens

Create a feedback loop,

include creative team

How to succeed?

EXECUTE WITH INTEGRATED

TECHNOLOGY03 The real opportunity lies in creating unified, cross-channel digital experiences.

How can marketers

break through

fragmentation and

focus on the

customer?

4.9 platforms to execute a single campaign

Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

Google Confidential

This is a breeding ground for challenges

Fragmented

Insights

Performance

Obstacles

Inefficiencies

“We have multiple teams pulling

multiple reports from multiple

sources.

Then we have another team

consolidating the information into

something we can actually use.”

Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

Google Confidential

Fragmented

Insights

Performance

Obstacles

Inefficiencies

Only about 1/3 of

CMOs consider

marketing analytics an

important driver

towards their

company's

performance

Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

Google Confidential

Fragmented

Insights

Performance

Obstacles

Inefficiencies

44% of advertisers &

agencies say managing

campaigns across

multiple formats is the

most significant digital

marketing challenge they

face

Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

Single point of access

increases campaign

efficiencies up to

33%

Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013

Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014

A unified platform leads to increased efficiency

More

efficiency

Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013

Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014

A unified platform leads to better performance

32% average

reduction

in CPA

Better

performance

• Categories and keywords

• Site-specific buys

Scale

Specificity

• Remarketing from website

• Third-party lists

• Similar audiences

• Video/search remarketing

• Behavioral analytics

Scale

Specificity

Scale

Specificity

101

011

Source: BCG Analysis

Advanced

behavioral

targeting

Standard behavioral

targetingSite-based targeting

.

Integrate!

Unify marketing

efforts across

channels

Identify a partner for

programmatic

marketing

How to succeed?

REACH AUDIENCES ACROSS

SCREENS Be there in the moment of opportunity on any screen and in any channel

04

.

Consolidate display,

mobile and video

campaign buying

Consider using

programmatic for all

digital buys

How to Succeed?

MEASURE THE IMPACTProgrammatic buying is a leap towards integrated, actionable measurement05

.

Ensure your ads are

seen using viewability

features

Use cross-channel

attribution models to

understand all digital

touchpoints

How to succeed?

Should we credit the

sign outside a store as

the sole reason

someone came in and

made a purchase?

Source: ClickZ, 3 Reasons to Go Beyond Last-Click Attribution, April 2013

“

Every digital

interaction with your

brand is a chance to

learn and respond in a

better way.

“

Thanks!

APPENDIX

This is the situation today

This is where we want to be

Trend: integrating Brand & Performance

Real(time)

Marketers &

Brand Builders

Full Value Experts

- Cross channel/screen

- Full consumer journey

Last Click Experts

‘Performance Thinkers’ ‘Brand Thinkers’

Story tellers

- Cross channel/screen

- Beyond demographics

Offline Brand Builders

Similar audiences: you know your audience, now

discover more of them