alistair dent - smx london 2015 - the brave new world of programmatic media
TRANSCRIPT
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Thursday 21st, 2015
The Brave New World of Programmatic Media
Alistair Dent
Head of ProductiProspect
@AlistairDent
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
“Programmatic is the application of data to
marketing”
What is programmatic?
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
“Programmatic automates buying to make split second decisions based on context”
What is programmatic?
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
“Programmatic buying provides real time feedback for
optimisation”
What is programmatic?
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Search is already programmatic
Keyword
Device
Time
AuctionUser Search
Ads displaye
d
Decision Engine
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Ad tech is complex
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Three motivations
Cost
Efficiency
Performance
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Motivated by efficiency
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Buying is a painful process
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
A single platform is easier
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Motivated by cost
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Buy the cheapest inventory
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Arbitrage the pricing model
Optimise CPA
Sell CPC
Buy CPM
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Motivated by performance
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Targeting on data
Context
History
In Market
Demographic
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Dynamic creative
Data
Video
Search
Website
Social Display
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Real time optimisation
User
Website
Conversion?
Tracking
DSP
Ad
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
There are roadblocks
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Brand safety risks
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Whitelisting
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Blacklisting
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Location
Demographic
Device
Content negative targeting
AdContent
Device
Demographic
HistoryHistory
Location
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Creativity vs efficiency
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
User signals determine the story
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
User context decides the message
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
There is extra data
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
TV campaigns
54%go online via a mobile or tablet
while they watch TV
87%of people use a
second screen while they watch TV
90%of our media
interactions are screen based
34%go online for a third of their TV viewing
time
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Uplift in brand metrics
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Competitor behaviour
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Social conversations
SPEAK TO OUR EXPERT ADVISORS ABOUT CLUB
LLOYDS
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Sports events
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
The story should go across devices
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Creative isn’t limited to ads
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searchmarketingexpo.com@AlistairDent
#SMX #23B1
Summary
You’re already doing programmatic
People do it for efficiency, cost and performance
Brand safety is genuinely difficult
Don’t forget to be creative
Use all the data
Think cross device
Don’t forget your own properties
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searchmarketingexpo.com@AlistairDent
#SMX #23B1