google – gielke burgmans demystifying programmatic marketing
TRANSCRIPT
Google Confidential and Proprietary
Demystifying Programmatic Marketing
Gielke Burgmans Industry Manager DoubleClick Benelux
Google Confidential and Proprietary
THIS MAN CHANGED EVERYTHING
HUGE AMOUNTS OF DIGITAL MEDIA SPACE 1
72 67 32 20 5
1,000,000,000 EXPLOSION OF CONNECTED DEVICES 2
Google Confidential and Proprietary
LOCATION
SEARCH DEVICE
AGE INTEREST
GENDER
ABUNDANCE OF AUDIENCE SIGNALS 3
Using technology and audience insights to reach the right user, in the right place with the right message in real time.
[proh-gruh-mat-ik]
Everything digital needs to be controlled by software 4
TWO WAY COMMUNICATION WITH THE CONNECTED CONSUMER
IN REAL TIME
[proh-gruh-mat-ik]
Customers timing
Advertiser centric
Personalization at scale
Your timing
Customer centric
One message for all
[proh-gruh-mat-ik] :
How do marketers break through fragmentation
and focus on the customer?
marketers use an average of 4.9 platforms to execute a single campaign
Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013
A fragmented approach is a breeding ground for challenges
Fragmented Insights
Performance Obstacles
Inefficiencies
Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013
Google confidential
Google confidential
Single point of access increases campaign
efficiencies up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013 Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014
A unified platform leads to increased efficiency and better performance
32% average
reduction in CPA
Plan
Create
RESULTAAT: +50% post click conversie verbetering per 1000 impressies tov de oude situatie
Plan
Create
Investigate & obtain more knowledge
Start small (test & learn) or start big (believe)
Start planning from campaign to always on
1
2
3
Do!
Data & Technology choice & ownership
Buying vs execution vs inhouse
Internal & external silo’s
1
2
3
Think (about)
