overcoming the challenges of programmatic in southeast asia

Overcoming the Challenges of Programmatic

in SEA

Benedict Hayes,Managing Director

SEA and India

Man vs. Machine• No Scale• Slow to Scale• Simple Communication• Technical competency• Minimise Waste• Lower Performance

• Infinite Scale• Speed at Scale• 1-2-1 Communication• Machine learning• Maximise Efficiency• Evolving Performance

It’s a crazy world out

there!

Let’s Simplify

SELL SIDEBUY SIDE

the

CONSUMERthe

BRAND

the

SELLERthe

BUYERData Management Platform (DPM) Data Broker

Publisher Ad ServerThe Publisher

Ad Network (working for a publisher)

Advertiser Ad Server

Agency, Trade Desk Or In-House Team

Ad Network (working for a buyer)

Faster thanthe blink ofan eye.

RTB < 100ms ;-) = 300ms

Complexities of Programmatic in SEA

Where does the money go?

1. MONEY FLOW

Not big data, but smart data

2. DATA

Right message in the right place at the right time

3. COMMUNICATION

Quality assurance and brand safety

4. BRAND SAFETY

Understanding your user, where they are and what devices

5. CONSUMER MAPPING 6. ATTRIBUTION

How should you use programmatic to get the most value?

Money Flowthe

CONSUMERthe

BRAND$

$ $

$ $

$$

$

$

$

$

$

$

$

$

$

the

SELLERthe

BUYER

1 / 6

Ad Network (working for a buyer)

Data Management Platform (DPM) Data Broker

Publisher Ad ServerThe Publisher

Ad Network (working for a publisher)

Advertiser Ad Server

Agency, Trade Desk Or In-House Team

1 / 6

How We Work

Sociomantic

Publisher

Sociomantic+selected buyers

Publisher

Sociomantic+all buyers

Publisher

Open Auction

Private Auction

PreferredDeal

1 / 6

How We Work

Data Strategy

Smart DataBig Data2 / 6

Jakarta, Indonesia –Singapore

Dep. 29 August- Halal Food- Speedy Boarding- Extra leg room

Book Now

Now 15,655₹

PreferredDestinationsor Routes

Jakarta – LondonBali – SingaporeHanoi – BangkokKuala Lumpur – Paris

50%

Real-time price

Real-time availability

Exact product+ similar offers

- Departure date- +/- 1 days- Destination- Price comparisons- Product variations

Campaign Split:Departure Date

Communication StrategyReal-time offers based on the user

3 / 6

• Direct CRM / API integrations

• Creation in real time

• Customized for each user• Personalized product features

based on user’s search behavior (rates, runtime, interest rates, etc.)

• Creative, emotional design

• Dynamic HTML (no Flash)

Complete Now

Broad Data Yield Data 1st Party Data

User Data POS Data CRM Data

$1 to $10,0003,69% APR

36-48 Months

Communication StrategyReal-time offers based on the user

You are Pre-approved!

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3 / 6

TRANSPARENCY PERFORMANCE INVENTORY QUALITY

4 / 6

TRANSPARENCY PERFORMANCE INVENTORY QUALITY

The Programmatic Industry’s First Quality Index for Suppliers

Auctions and price floors leave suppliers with room for manipulation. Transparency refers to any

insights the supplier provides when an auction takes place. Factors of this measure help to determine whether the supplier operates as a “black box” or transmits all information necessary to know where

an advertiser’s money is going.

Sociomantic assigns scores to ensure that both supplier technology and inventory will supper the

performance objectives of our clients. The performance measure includes factors such as

abnormal fluctuations in prices or in the qualitative value of an ad impression being auctioned.

Inventory quality can differ largely across suppliers. This measure tests for the actual value of inventory being sold, the likelihood of users noticing the ad,

whether it is seen, whether we are buying legitimate ad impressions, whether we are bidding on premium

or remnant inventory, etc.

Brand Safety

4 / 6

Consumer MappingCreating the 360º view of your consumer

• MHASH

• Logged in / • Non-logged in

5 / 6

$0 $10 $2.50 $3.50 $1 $2 $3 $4

$10 $0 $0 $0 $3 $1 $4 $2

$10 $10 $10 $10

$10 $10

LAST CLICK(The Closer)

LINEAR(Even Steven)

U CURVE(First and Last)

TIME DECAY(Increasing Credit)

FIRST CLICK(The Icebreaker)

CUSTOM(The Charmer)

$2 $2 $4 $2

$10

ENGAGEMENT(The Influencer)

Time

Attr

ibut

edR

even

ue

ATTRIBUTION

$2.50 $2.50 $2.50 $1.50 $1.50 $3.50$0 $0

Attribution

6 / 6

The Halo Effect

6 / 6

Pre-Purchase Post-PurchasePurchase

Cost of Unique Reach /

Frequency

Cost per unique visitor

Cost of micro

conversion

Cost of lead

Cost of sale ROI

Customer Lifetime Value

Awareness Interest Desire Action Loyalty Advocacy

Measure the funnel fairly across ALL channelsOffline as well as Online

6 / 6

Barriers to Entry to Programmatic in SEA

• Digital Fitness

• Data Management

• Cost Concerns

• Tech Capability

• Siloisation

• Wrong Expectations

Purchase Funnel

Prospecting & Retargeting

Pre-Purchase Post-PurchasePurchase

Awareness Interest Desire Action Loyalty Advocacy

Awareness Interest Desire Action Loyalty Advocacy

Purchase Funnel

Loyalty & CRM Groups

Pre-Purchase Post-PurchasePurchase

Pre-Purchase Post-PurchasePurchase

Integrated Full-Funnel

Awareness Interest Desire Action Loyalty Advocacy

Reach Campaigns Boost Remarketing Performance for Leading South East Asian Fashion & Beauty E-retailer

Seeks to increase its brand presence and sales revenue in all markets of operation using an integrated full-funnel approach.

Upper-Funnel: Smart Reach Prospecting • New collection launches

• Sales promotions

• Festive season e.g. Hari Raya

CASE STUDY:

OBJECTIVE

STRATEGY

Lower-Funnel: Personalised Remarketing• Singapore

• Malaysia

• Brunei

Banners For Different Markets

Singapore Brunei Indonesia

Average session duration

Conversion rate

Pages browsed per

session

3xIndustry Average

7x

2xIndustry Average

Results: Upper-Funnel Prospecting

Bounce rate

Average session duration

17.6%lower

12.1%higher

Compared with Google SEM:

Results: Lower-Funnel Prospecting

Results: Lower-Funnel ProspectingEffects on Reach Budget For Retargeting Campaign Performances

Reach Budget

Web Traffic

Retargeting CPO

9.7%

-47.4%

41.4%

-72.3% -20.1%

62.5%

Q&A

Programmatic?

Segmentation?

CRM? CLV?

Thank You!Benedict HayesManaging Director SEA and Indiaben.hayes@sociomantic.com

Sociomantic LabsBooth A04

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