master track c: "programmatic disruption"
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TRANSCRIPT
Transforming Your Business With Programmatic: Are You Ready?
Brian Hovis
Vice President Marketing
What Brands and Agencies are Saying About Programmatic
Perceived Complexity of Effective Programmatic Ecosystems
Up Level Your Programmatic Media… Programmatically Run Your Business
Connected, Flexible Media & Systems Architecture
• Analytics / Attribution
• Ad platforms / Media / Creative
• Core business transactional systems
• Customer Care
• Cross-device
Real Time Analysis and Decision Making • Enable real time data flow and connection between key technology
systems to understand and optimize against a consumer’s path to conversion
• Apply attribution modeling across marketing channels to empower optimization decisions that account for true ROI
Enable Enhanced Processes to Ingest and React to Data and Key Insights
• Leverage agile work flows and processes to enable iterative testing
• Enable processes for
marketing research (qual/quant) to be calibrated to in market consumer response and conversion
Focus on the consumer • Your target
consumer is always connected so your marketing campaigns and teams need to be as well
• Consumer behaviors by segment can inform product development and innovation
Deliver Exceptional Outcomes: • Great customer experience, value and sustainable competitive
advantage
• Enhanced visibility across your org into key insights that can be acted upon to drive growth and efficiency
• Better media targeting, creative effectiveness and consumer engagement levels
What Are Your Options?
LOW HIGH
HIGH
Level of Integration / Complexity
Level of Integration / Complexity
• Over-scoping and developing vs. business needs/objectives – consider your minimum viable product (MVP)
• Not enough attention to data structure and data connection/flow/acceptance across systems
• Ensuring the right technology and vendor decisions are made by your team and your key stakeholders – ensure proper care and attention is applied to RFP’s, requirements are vetted, etc.
Don’t Boil the Ocean
AND… It doesn’t have to be a behemoth project that’s over budget!!
What Your Action Plan May Look Like…
1. Clarify and align on your business objectives with key stakeholders
2. Evaluate current internal (personnel and technology) and external (agency) capabilities to deliver on objectives
3. Ensure you’re clear on your short vs. long term goals for activating on in house data
4. Determine optimal solutions to acquire capabilities while staying within business constraints (budget, people, technology, timing)
5. Build out initial eco-system and go to market
6. Optimize systems, people and processes for best outcome
Now…You’ve Achieved Programmatic Decision Making and Optimization for Your Marketing Campaigns and
Possibly for Your Core Business Functions
Next Step: Get moving and become the digital marketing hero for your business!!
THANK YOU
“Media Buying In The Connection Age”
Gary Gary Milner Director, Global Digital Marketing Strategy
Lenovo
Stranger In A Strange Land
Alan Partridge Geordie accent problems - YouTube
Raleigh
Newcastle
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A $40b global personal technology company with 30,000 people and customers in 160+ countries.
23 2013 LENOVO
A Global Matrixed OrganizatioN
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MOBILE BUSINESS GROUP
PC BUSINESS GROUP
GLOBAL OPERATIONS
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Enterprise BUSINESS GROUP
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
25 2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
Joe Zawadzki, CEO, MediaMath "The use of technology to automate processes and the use of math to improve results. It is the future of marketing, available now."
Life Philosophy And Digital
“ We overestimate the potential of technology in the short term, underestimate in the long term”
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We Know its Coming
Life Philosophy And Digital
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
32 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
7 +
billion people
33 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
6 bn mobile phones
34 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
2bn connected to internet
35 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
25% media spend digital
36 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
1% growth global
traditional media (2013)
37 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
23% growth global
digital media
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And We Have Just Got Started.
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
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It Wont Be PC’s That They Spend Their Time With
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
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• Massive Inventory Of Media ( will continue to grow)
–Smartphone and other devices
• Opportunity For Huge Waste (wrong target, fraud)
• Complexity in an electronic age
• Targetting Audiences,Intent and Consumption
–not sites
What Are We Faced With
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
MYTH 1.Branding Isn’t About Waste Management
• For every 100 Display/Video Impressions there are
– Up to 3 clicks (3%)
– Cost variation w video (1c a view to 25c a view)
– Up to 2% engagement in the content
– Up to 80% of people watch a whole video ad
• For Every Search keyword there are
– No wasted impressions (they are free)
– At best 5% will click on the ad
• For every TV ad
– 40% will dvr it and skip the ad
– 40%+ will pick up a second screen during the ad
• Social
– 1 in 15 will see a social posting
– Up to 5% will engage and share in the content
Seen
Not Seen
MYTH 2. DIGITAL HAS NO REACH REALITY
NO REACH
How do you reach the right Audience at the right time Efficiently with the right creative?
37B Access 37+ billion
Impressions daily
40+ Buy inventory
From 40+ countries
Multiple Devices
HISTORY REPEATS – MASSIVE INVENTORY DRIVES
AUTOMATION
Unified cross payment system designed to replace merchant by merchant systems
The entire end-to-end task of looking for a flight, reserving a seat and then writing up the ticket could take up to three hours in some cases, and 90 minutes on average.
At first, it was merely a computer bulletin board system and did not actually connect buyers and sellers
HISTORY REPEATS - DIGITAL MEDIA
MYTH 3..Complexity REALITY – IT IS, BUT SOLVEABLE
COMPLEX + WASTEFUL
48 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
NEW HOME PAGE = WHERE EVERYONE IS
49 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.
MEDIA, THE OLD WAY
Bought with insertion orders
BUYING DIGITAL MEDIA LIKE THIS WILL DIE…
REMEMBER THIS?
How do you reach the right Audience at the right time Efficiently with right
creative?
Global Pop = 7bn
Digital Drives Platform Models – Video
MYTH 4 – Premium vs Long
Tail REALITY – “Eye of the beholder”
Which is Premium and Why?
“Premium is not site size or reputation it is site/content value to
consumer in a brand safe environment“
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The Old To The New
OLD WAY
NEW WAY PROGRAMMATIC
Process of executing media buys in an automated fashion through digital software platforms. Replaces the traditional use of manual RFPs, negotiations and insertion orders to purchase digital media.
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And Its Not Just About Exchange media
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
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• THE MEDIA
– Video highest growth online media
– Video better at driving consideration (vs display ads)
• THE MARKET
– Media buying is dramatically changing from inefficient paper based to electronic trading (programmatic)
• SOLVES LENOVO NEEDS
– Align Geo operations, media buying and data
– Drives consistency in skills
– Significant lower costs on tight budget
– Provides fast changes based on insights and data
WHY DID WE DO THIS
Fastest Growth Media Spend Globally
-38% YOY (India 70% YOY)
Traditional Media 1% YOY Growth
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
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Agency offered fixed price model
66% LOWERED COST OF AD BUY IN EMEA VS AGENCY
STANDARD
Lenovo UK Delivered Metrics:
75% completion rate
€0.0095 eCPCV
€7.23 eCPM
Lenovo DE Delivered Metrics:
79% completion rate
€0.0110 eCPCV
€8.79 eCPM
Media/Fixed Price Model vs. Platform-Style Pricing
Cost per Completed View
Fixed Price Model Platform Style Pricing
€0.03
€0.01
Lenovo Pre-Roll DE
Media/Fixed Price Model vs. Platform-Style Pricing
Cost per Completed View
Fixed Price Model Platform Style Pricing
€0.03
€0.01
Lenovo Pre-Roll DE
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Theory: Programmatic Advertising will drive more efficient brand
consideration vs. premium media
DROVE BRAND CONSIDERATION AT 4X LOWER
COST
Implications Drive premium buys to context (tech/audience/sponsorships), Drive efficiency through programmatic
Site Type (Video) Cost per Completed
View Cost per ppt Aware Cost per ppt Consider
Q2 Campaign Avg. * $0.04 - -
Programmatic $0.02 S12K $85K
Premium $0.05 S92K 307K
Key Highlight Programmatic drove the most efficient cost to drive consideration
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LOWERED MEDIA COST, HIGHER PERFORMANCE VS YOUTUBE IN
EMEA
Programmatic TubeMogul 2c a view
58% completion
2.2m views
Youtube 8c a view
8% Completion
1.7m Views
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BUYING TARGETED AUDIENCES WITH PLATFORM RAISES PURCHASE
INTENT
Buy Media Targeted at 18-35
CONTROL
Model the buying target based
upon .com visitors. Feed to
Tubemogul for media buy
AUDIENCE TARGET
+7% IN INTENT OVER STANDARD AUDIENCE BUY
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Silhouettes Program
SUCCESS – PR ASSIST - MASSIVE GLOBAL REACH AT LOW
COST
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Key Observations
E-Commerce Traffic Boost – Search up 50% +
• Excellent overall completion rate of 82%, with all 3 ad units exceeding TubeMogul benchmarks
• CTR of 1.7% and with all units exceeding benchmarks
• Search Volumes up 50%.....
INTERACTIVE PRE ROLL
(multiple formats tested)
Interactive Component
Added Here
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Brand To Demand - Display Video Overlay Drives
Intent
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
http://www.tubemogul.com/configurator/ad_
liverail_preview/oK7Lwxwtcfh1nIBANLao
2013 LENOVO INTERNAL. ALL RIGHTS RESERVED.
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Media Strategy Using Programmatic
SEPARATE MEDIA INTO TWO FOCUS AREAS
Media Platforms
(Search/Social/Video/Metrics) Premium Media
Global team or Local Execution
Consistent Approach
Performance Based Purchase
Experts in Class
In Region Managed Only
Focus on partnership with ADD VALUE CONTENT
Context Emphasis (Technology media)
Long term global media deals – subject to budget
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Lenovo Programmatic Strategy
2013 LENOVO INTERNAL. All rights reserved.
Media Platforms
Safety Platforms
Measurement
Platforms
Content Platform(s)
Audience
PROGRAMMATIC = IT SYSTEM FOR MARKETING
Country Agencies
Geo Marketing
Business Unit
WW Advertising
Digital COE
ALIGN THE ORGANIZATION REDUCES MEDIA WASTE THROUGH METRICS DRIVES CREATIVE EFFICIENCIES - TESTING IMMEDIATE SCALE WITH TRANSPARENCY AND BRAND SAFETY RESPOND TO RAPID CHANGE
STANDARD METRICS (Video)
Completion Rate
Brand Consideration Lift
CPV
CTR
PLATFORM BUYING + MEASUREMENT Supports Search / Social Display / Video
High Volume System Buy
Variety of Media
In real Time Globally
Dynamically Adjusted Based On
Results
Multi device
LENOVO NEW WAY – DATA DRIVEN
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RED BLUE
YELLOW
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NEW DIGITAL FUNDAMENTALS
CONTENT
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NEW DIGITAL FUNDAMENTALS
CONTENT TECHNOLOGY
NEW DIGITAL FUNDAMENTALS
CONTENT TECHNOLOGY
DISTRIBUTION
