what marketers need to know about programmatic buying

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Page 1: What Marketers Need To Know About Programmatic Buying

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FLASH SERIES

What Marketers Need To Know About

Programmatic BuyingHOSTED BY: &

Page 2: What Marketers Need To Know About Programmatic Buying

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Your Presenter

• Liam Brennan– Global Digital Director at

MediaCom

– @LCBrennan

Page 3: What Marketers Need To Know About Programmatic Buying

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

Page 4: What Marketers Need To Know About Programmatic Buying

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Live Poll Question #1

How do you manage your PPC account(s)?#thinkppca) I’m part of an in-house PPC team

b) I do all the marketing including PPCc) I work at an agencyd) I’m a consultant

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What Marketers need to know about Programmatic Buying

Presented by Liam BrennanGlobal Digital Director

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Programmatic becoming the norm in leading markets – will be >50% of UK digital spend in 2015

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How can something that is so mainstream be so confusing and decisive?

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Conversations around tech and intricacies are important – but thrown us off course. Lets get back to basics

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Two pillars of programmatic: Automation by definition, data and tech through a strategic and implementation link

AUTOMATIONCutting out the ‘middle man’,

optimising in real time, (sometimes) flexibility in

pricing

DATA + TECHAbility to use import and

export data, store, analyse and use to improve planning

and buying

+

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Now and beyond1960s

The role of media is to deliver “the right message to the right person at the right time and place”

Nothing has changed!

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Media has always been about people – how they think/act, what media they use, how and when

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But we are rethinking how we plan and buy media – addressing fragmentation through opportunity

FROMMedia to

reach people

TOReaching people through media

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Ultimately, data and automation will allow us to deliver more personalised messaging

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MediaCom UK used Channel 4’s data and ad tech to deliver four million personalised TV ads

Case study: https://www.youtube.com/watch?v=JAgAfGPOKTM

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Using programmatic would (with developments in data/tech) allow us to deliver that concept at scale

Targeting ‘people’ based on collected

data

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Programmatic delivers advantages above and beyond the ability to target the individual. Particularly in buying

Better media value

More media control

• Freedom of inventory movement

• Stop and start – and always on• (Often) Adjustable pricing• Real time feedback• Greater ability to test and

learn

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The output of ‘programmatic’ has been sub-par, perpetuated the ‘performance channel’ myth

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We are seeing more ‘creative friendly’ inventory becoming available to be bought programmatically

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And better quality (aka ‘premium’) inventory is becoming available and driving programmatic spend

Source: eMarketer 2014, US data

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Programmatic buys will eventually be able to be executed across all ‘digital’ – OOH, Radio, and TV

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Indeed, in 2015, there was a programmatic buy in advertising’s ‘most creative moment’, and few were aware!

http://blog.wideorbit.com/see-the-first-ever-programmatic-super-bowl-tv-ad/

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Conversation needs to shift back to people instead of tech. In time programmatic, will just be ‘media’

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Three takeouts from today

Programmatic buying is the method, not the message

Programmatic is ushering in an era of people based marketing

Programmatic becoming the norm for digital – but this is just the start

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Live Q&A Time!

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Have more questions?

Contact Us Directly

• Webinar Feedback: [email protected]

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Thank you for attending our webinar! #thinkppc