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Breakfast Event Rocket Fuel
Making programmatic solutions sustainable
Hansjörg Blase –
esome advertising
Hamburg, June 03, 2015
“Beyond tech” – best-in-class programmatic solutions require a holistic approach
Achieve client KPIs at scale!“
”Data protection
concerns
Specific target audiences
Aggressive KPIsWCA
Advanced bidding strategies
New ad formats
WHAT MAKES A GOOD PROGRAMMATIC PARTNER?
Demanding and knowledgeable
clients
VERTRAULICH 2
Clients need trusted partner to deliver across 4 dimensions: speed, flexibility, reliability and show the programmatic gene
VERTRAULICH 3
Be fast Be flexible
<
Be reliable
The performance gene
Holistic DR offering combines best-in-class,technology and expert support “
”
Fast-paced environment – translating into value-add if implemented as client-focused solution
4
Client
VERTRAULICH
“
”
It is critical to ensure end-to-end feature
development with strong focus on client
implementation and campaign usage
1
2
3
4
Technology innovations and development needs – pulled by clients and pushed by partner
5
Technology innovations &
development needs
VERTRAULICH
Pull
Push
Pushing innovations and developments – using continuous client dialogue to actively position new features and strategies
VERTRAULICH 6
Enabling client learning & development is core to our service philosophy
Continuous client education and development Content marketing
Case studies – use
cases to inform on
suitability of new
features
Infographics – one
attractive Facebook
feature/product
explained
Newsletter – proactive
information on latest
Facebook developments
Comprehensive and
modular client-ready
knowledge
compendium
Modular esome
engine trainings to
educate clients
Dedicated client
consulting by
our SMA experts
Successful performance advertising delivered – real impact matters
Telco
Performance of social
advertising below
average vs all channels
Effective CPO 550 EUR
CPO/target: 300 EUR
Fashion
Branding campaign
with performance
targets
High share of spread
loss/cancellation rate
CPV: 0,20 EUR
VTR: 25 %
Automotive
Ineffective
generation
of test-drives
CPL 50% above
target
CPL/target: 70 EUR
Min. 250 leads/ month
Client Starting point Target KPIs Results
VERTRAULICH 7
-65%CPO
+30%CVR
-73%CPV
-57%CPL
Each client is different –fully understand client business model and requirements
VERTRAULICH 8
Understand client goal
and build strong link
to overarching client
strategy
Strategy
Understand and
incorporate client
KPIs
comprehensively
Target KPIs
Successful programmatic campaigns require holistic understanding of client
situation and objectives“”
Track and prioritize
market changes and
incorporate as
needed
Market environment
Create individual
solutions
and support for
clients as required
Facebook affinity
Taking clients “by the hand” – unique modular offering allows to grow with client capabilities
ExpertAdvancedBeginner
Bid/budgetadjustment
Creativessetup
Tracking/optimization rules
Training 1 Training 2 Training 3
1
2
3
4
Managed Service
Covered by esome
VERTRAULICH 9
Targeting optimization
Trusted partner with proven track record
VERTRAULICH 10
Fast implementation cycles for new features
Client-centric approach in line with market demands
Be fast
Be flexible
New features as required
Push continuous client learning and development
Be reliable
Comprehensive technical support & hands-on service
100% reliable solution Understand optimization at scale as a continuous
process
Modular approach: from Managed Service to full SaaS
The programmatic
gene