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Understanding the Ins and Outs of

Programmatic for PPC

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Presenters• Pete Kim

– Founder and CEO of MightyHive

– @petekim

– @mightyhive

• Bryan Gaynor– Account Manager at Hanapin Marketing

– PPC Hero Blogger

– @BryanGaynor12

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Who is Hanapin?– Run the world’s most popular PPC

blog and conference.– We manage and optimize global paid

search, paid social, and display programs.

– Within 12 months, brands can expect a 250% increase in their growth trajectory.

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Our Clients

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Who is MightyHive?● We are a Programmatic Solutions Provider offering industry-leading

technology solutions alongside first class service, training & support● MightyHive is DoubleClick's largest & fastest growing Certified Marketing

Partner.● Support DoubleClick Bid Manager, DoubleClick Campaign Manager,

DoubleClick Search and Google

Product & DevReporting & Dashboarding

Programmatic Management ToolsAPI Development

Creative Development

Tech EcosystemProgrammatic Full Stack

Publisher & Data CustomizationSystems Integration

Training

ConsultingTechnicalStrategic

ArchitectingManagement

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Live Poll Question #1

How much experience do you have with Programmatic?

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Agenda

What Is Programmatic, Anyway?Why Programmatic?Service & Support Choices are As Important as TechSome Programmatic Options for PPC BuyersNext Steps

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What is Programmatic?

Programmatic is a methodology, rather than any specific technology.

Programmatic describes the shift in online advertising from managing many direct one-to-one relationships to centralizing your online campaign management using software.

TRANSPARENT

EFFICIENT

DYNAMICALLY

OPTIMIZED

DATA DRIVEN

REAL TIME

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Decisioning Inventory Creative Feedback

MARKETING PLAN

Data

Programmatic is not just a buying practice, it’s the foundation of the future

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Why Programmatic?

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If you’ve seen an ad recently, odds are it’s because of programmatic78% of US Display Spending will be programmatic by the end

of the year

2014 2015 20172016

Source: eMarketer, Sept 2016

2018

$11.59 B $17.5 B

$25.23 B

$31.87 B

$37.88 B

% of TOTAL DIGITAL DISPLAY SPENDINGPROGRAMMATIC DIGITAL DISPLAY SPENDING

% CHANGE

55%

73%82%145%

51%

26% 19%44%

78%

Source: eMarketer, Sept 2016

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Programmatic is ubiquitous, but challenges still exist

Complexity

Service Capacity

PROGRAMMATIC

“With programmatic, we’re at the point where adoption at among larger companies has been so high, the natural thing becomes to move it down to the smaller companies” Lauren FishereMarketer analyst“Programmatic advertising offers mid-market companies one of the best ways to level the playing field with their big budget rivals”The Five Steps to Programmatic Success: A Guide for the Mid-Market

Source: AdExchanger, “Programmatic for the masses?” October 2015, AdMedo, “The Five Steps to Programmatic Success: A Guide for the Mid-Market, 2014

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Programmatic evolved faster than service models could keep up

TECH

SERVICE

AD EXCHANGE

AD NETWORKS

AD SERVING

COOKIES SSP

DSPDMP

VIDEO

DYNAMIC CREATIVE VERIFICATION

MOBILE

ATTRIBUTION

AGENCY TRADING

DESK

INDEPENDENT TRADING

DESK

1995 20072005 2009

IN HOUSE STAFF

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Ad Networks In-HouseTrading

Desks

TECH: Black BoxSERVICE: FullPRICING: Flat CPM (arbitrage)

TECH: Licensed DSPSERVICE: SelfPRICING: Full Transparency

TECH: Black box and/or 3rd party SERVICE: FullPRICING: Variable often w/ undisclosed service feeSUPPORT TRANSPARE

NCY

Traditional service models trade support for transparency

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MightyHive “Programmatic-As-A-Service”Robust Service, Transparent Pricing, Ultimate Control

DoubleClick

Campaign Manager

Google Analytics

SUPPORT

SALES

DoubleClick Search

DoubleClick Bid

Manager

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Service Tiers & TrainingGet started on the right tier, get your team up to speed quickly, and move to the tier that makes the most sense long term.

PricingTechnology Fee: 15% of media spendSet-Up Fees: $3k for 1-25 logins on DBM

Service Fee:Self-Service: 7.5% of total spendSupport: 12% of total spendManaged: 15% of total spend (available for 3 mo commitments)     

SelfYou're an expert! Platform-direct access to

DoubleClick with technical support, systems integration, and training as needed.

SupportHave a dedicated MightyHive Account Manager train your team and provide

strategic & technical support.

ManagedA dedicated MightyHive Account Manager sets up your campaigns, manages them, optimizes, tests, and provides reporting.

Working Together

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What does “Getting It Right” mean?

Assembly Deployment AnalysisOptimization

Risk Manageme

nt

Have you selected the right people, process and

tech?

Is the architecture

purpose driven & efficient?

Are you employing all

relevant features?

Are you fully exploiting all data yields?

What vulnerabilities exist in your

system?

CREATIVE

FEEDBACK

DATA

- 1st & 3rd Party Activation- Audience Center- Affinity Targeting- Look-a-like modeling

- Audience Analysis- Segmentation- Performance Testing- Data Transfer Files

DCLK STACK SALES

- Unified Customer View Architecture- Data Onboarding- DMP & Publisher Integrations - Data Transfer Integrations

DCLK STACK SERVICES

PROGRAMMATIC ADVISORY

- Prog. Guaranteed- Private Marketplace- Exchanges

- Media Efficiency Audits- Media Negotiation (PMP)- Media Consolidation- Viewability Management

- Pre-packaged Pub Deals- Managed Media Quality- Vendor Mgmt & Negotiation

- Analytics 360- Tag Manager- Attribution Reporting- Data Studio

- Analytics Installation- Tag Deployment- Attribution Modeling- DDA Deployment- Offline Sales Integration

- Incrementality Testing- Offline Sales Data- External Integrations- Sitewide Tag Deployment Consulting

- Creative Studio- Google Web Designer- Programmatic YouTube

- Rich Media Production- Dynamic Feed Building- Quality Assurance /Troubleshooting- GMC Integration

- External Integrations & Feed Building- Asset Sourcing (eCommerce, Autos etc.)

- Campaign Manager- Bid Manager- Search

INVENTORY

DECISIONING

SERVICES

- Trafficking Services- Media Buying Services- Light Perf. Optimization

- Incremental Vendor Testing- Centralized Planning- Malware/Fraud Detect

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Programmatic Options

for PPC

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PPC buyers’ 1st programmatic encounter is remarketing

but the real value is much greaterACTIVE EVALUATION

LOYALTY LOOP

POST-PURCHASE EXPERIENCE

Moment of PurchaseInitial

Consideration Set

Trigger

Information gathering, shopping

Ongoing exposure

REMARKETING

Source: McKinsey, 2009

#thinkppcSource: McKinsey, 2009

PPC Buyers have options to leverage programmatic

Google’s content network, places ads in most relevant places achieving

performance through targeting and attribution.

WHAT: Ad network w/in Google AdWords

INVENTORY: AdSense and DoubleClick Ad Exchange (AdX) partner sites, Google properties such as YouTube, Gmail, Maps,etc.

Enables advertisers, agencies and agency trading desks to buy and optimize display media across multiple ad exchanges and

extensive 3rd party data partners.WHAT: Standalone enterprise software with transparent cost-plus pricing.

INVENTORY: All ad exchanges including AdX, Right Media, AppNexus, OpenX, Rubicon, Pubmatic, etc.

A

B

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➔ Exclusive access to text inventory.➔ AdWords integration allows for unique features like

Remarketing Lists for Search Ads.➔ Alternative bidding types: Cost-Per-Click, Cost-Per-

Engagement

A

B

Demand Side Platforms

➔ Greater inventory access (2X+) than GDN.➔ Greater pool of audiences to enable engagement with

more recent visitors.➔ Integration with data providers to allow for 3rd party data

and 1st party data (via DMP) targeting and attribution.

Each solution has its own distinct values

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Appendix

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What is Programmatic● Technology-assisted automation of the buying, selling and optimization of online ads.

● Real Time Bidding (RTB) - Buying and selling of online ad space through live auctions. These auctions take place during the time in which a page loads.

● Private Marketplace (PMP) - Premium Sales Channel using RTB to facilitate direct buys

● Direct Guaranteed - Automated workflow and excecution for directly sold publisher inventory

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What it looks like….really

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What it looks like….basically

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What it looks like….basically

PUBLISHERSADVERTISERS

1ST PARTY DATA

3RD PARTY DATA

DEMAND SIDE

PLATFORM

EXCHANGE

EXCHANGE

EXCHANGE

EXCHANGE

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Key Players· DSPs, (Demand Side Platforms) are where your campaigns are created, managed and optimized. It is the programmatic equivalent to the Adwords UI. · DMPs (Data Management Platform) collects and analyze a vast amounts of user behavior and cookie data. Marketers can segment and create new audiences to target based on their specific strategy and goals of their campaigns. · SSPs (Supply Side Platform). When an ad space goes into a programmatic option, the role of the Supply Side Platform is to determine which ad is the right one to show to the user at that time. These auctions are concluded within milliseconds. · Publishers: Publishers are the site or app where ads are ultimately shown. Typically, publishers use SSPs and exchanges to auction off their unsold inventory automatically.

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Why Should I?● The consumer journey has changed

● Programmatic technology allows advertisers deliver a unique experience at each stage in the consumer journey.

● Display is expected to outspend search by the end of 2017 with 72% of these ads being bought programmatically.

● Advertisers (and Competitors) are becoming aware. Searches around programmatic have increased over the past 5 years

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Offers!

A. Waive the setup fee for MightyHive commitments of 2 months or more

B. I’d like a copy of “26 Signs You Need a New Agency”C. BothD. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

MightyHive Feedback: sales@mightyhive.com