"retro-programmatic": a look at programmatic marketing yesterday, today and tomorrow

Ben Plomion @benplomion

Thanks for joining! Tweet us your thoughts and predictions for 2015 to @benplomion or @chango with hashtag #retroprogrammatic

We are a programmatic advertising company, targeting all levels of the funnel across all media types. We use intent data and technology to create highly targeted advertising campaigns which produce marketing results.

Use data to target your audience across their journey

Video

Mobile

Facebook & Twitter

Display AdsYour

Customers

PURCHASE DATA

SOCIAL DATA

1ST PARTY/CRM DATA

DEMOGRAPHIC DATA

SEARCH INTENT DATA

CONTEXTUAL/BEHAVIORAL DATA

+0RECENCY

+7FREQUENCY

+11ONLINE

PURCHASES

+2OFFLINE

PURCHASES

-7LTV

SCORE

+1LOYALTY

PROGRAM

+20PURCHASE

INTENT

+14SOCIAL SIGNALS

-5LIFESTYLE

+4CITY/DMA

-5INCOME

-12OCCUPATION

+8AGE/

GENDER

-9SEARCH

CATEGORIES

+9SITE

SEARCH

+20SEARCH

KEYWORDS

+20REFERRAL

URL

-13WEBSITE

-1SITE

CATEGORY

-2SITE

ACTIONS

+13BROWSINGBEHAVIOR

Spend DecileResp Decile 0 1 2 3 4 5 6 7 8 9

0 1,950 863 692 555 515 612 435 494 638 269 1 1,662 533 483 674 333 475 345 403 276 238 2 1,023 382 272 403 283 220 233 198 235 163 3 459 163 162 180 190 221 239 170 193 157 4 283 265 162 161 165 169 172 148 203 172 5 430 275 169 146 216 12 269 104 248 107 6 436 221 185 203 151 133 158 250 125 156 7 335 226 129 184 157 47 189 149 106 80 8 272 125 10 149 101 46 121 145 71 41 9 214 120 68 40 15 147 48 74 42 40

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Data

Media Real-time

Right message, right audience,

right time

Right message, right audience, right

timeIntent Graph

• Search engine data

• On-site search data

Browsing Graph• Browsing history• Pages visited on an

advertiser’s site• Valued outcomes

on site

Social Graph• Shared content• Brand affinity

Purchase Graph• Check-out data• CRM data

OfflineCustomers

SocialData

Other AdCampaigns

IncomingData

In-SiteSearch

Display Advertising Social Marketing Search Engine Marketing

Search Engine Optimization Social Media Marketing Mobile Advertising

Email Advertising Affiliate Marketing Content and Native Marketing

In $B. Source: eMarketer, October 2014 Programmatic Advertising Forecast

By transaction method

If you could use one word that best describes how you feel about Programmatic Advertising TODAY, what would it be?All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding

She notices her performanceis more sluggish than usual

….so does the app

On her way to work

On the way to work, the search begins…

The taxi ad seems to speak to her

Even the billboards seem to know something

Arriving at work

A promoted tweet from New Balance pops up and prompts aconversation

That Twitter conversationleads to an order

The shoes are 3D printed – and delivered by an Amazon Prime drone

Thinking ahead to the end of 2015, do you see your company’s % of budget allocated to Programmatic Advertising?

All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding

In the future, total respondents are split fairly evenly on whether they will outsource Programmatic advertising or bring it in-house

Again, thinking ahead to the end of 2015, how do you see your use of ProgrammaticAdvertising impacting internal organizations and staffing OVERALL?

All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding

What Programmatic Marketing issues keep you up at night?What Programmatic Marketing issues keep you up at night? These can include ones we havecovered previously in this survey as well as ones we have not discussed.

All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding

Living in a programmatic worldPlease rate your endorsement of each of the following statements:

All questions based on survey of 232 marketers in the US, Canada and the UK, Q4 2014. Percentages may not add to 100% due to rounding