Audra MartinVP, Digital advertising

Digital Publishing Summit EuropeJune 4th 2014

The Economist’s Approach to

Programmatic

Why would we want to go programmatic?

SUPPLY & DEMAND

And the market is still maturing…

EARLY DAYS

Only 23% understand programmatic and use it to execute campaigns

From AdAge article: http://adage.com/article/digital/programmatic-buying-a-mystery-marketers-ana/292391/. Source: ANA/Forrester survey

And lots of fingers in the pie

FRAGMENTATION

Credit: Terence Kawaja at Luma Partners

Marketing spend increases, but publishers see less

So where is the upside?

Audience targeting is key for marketers, and is only more scalable with programmatic

Order processing more efficient

Programmatic budgets are growing

Efficiencies are ready to be embraced

Chart source: eMarketer

BENEFITS

Case study: Premium programmatic at workProblem: New TV news channel wanted to break into a very specific US market. They felt we had good representation of their target audience, but only had programmatic budgets to spend

Their proposed solution: Programmatically all target new cable customers

TEG successful solution: Focus on NEW cable subscribers across Ideas People Media network, to leverage large formats and then re-message on select news sites outside the network to keep focused news state of mind. For this we needed data, scale, large formats, and the right environments. Programmatic made it achievable

Result: The Economist Group was the only successful partner in the campaign in helping the client grow awareness and viewership in their new market, which led to increased spend.

CASE STUDY

Opening up to relationships with trading desks

Additional solutions in the portfolio

New expertise supports existing sales team

Where we’re playing: Premium efficiency at scale

Image credit: http://www.isubwebdesign.co.uk/

ECONOMIST APPROACH

Private Marketplace + Benefits of safe environment + Brand-friendly formats

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The Economist’s premium programmatic approach

SUMMARY

Questions?

Thank youThe Economist’s Approach to

Programmatic

Audra MartinVice President, Digital advertising

@audrainlondon

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