© 2019 eMarketer Inc.

Webinar: Work Smarter. Harness the Promise of Programmatic Media

Justin FrommVP, Business IntelligenceAdvertiser Perceptions

May 7, 2019Tech Talk Tuesday

Begins at 1:00 PM ET

Paul VernaVP, Multimedia

eMarketer

Presented by

PRESENTER MODERATOR

Josh NafmanGlobal Media Buying and

Operations DirectorDiageo

April BrownVP, Marketing Analytics

ArchitectureOrigami Logic

PRESENTER PRESENTER

Work Smarter.Harness the Promise of Programmatic Media

3

Key Research:In-House Programmatic Still Rising

Programmatic Is Coming Home

80% currently have

programmatic media buying capabilities

in-house

85% plan to bring more

advertising functions in-house within the

next two years

Most Internal Teams Are Not Equipped for Optimization

59% can’t optimize

campaigns effectively due to reporting

inconsistencies and delays

71% are mired in manual, inefficient work when

measuring effectiveness of cross-platform

programmatic campaigns

Optimizing Is a Daily Struggle

60% claim it takes a week or longer to identify

underperforming campaigns

86% look for live campaign insights at least weekly

20% seek cross-channel

campaign reporting on a daily basis

Top Cross-Channel Measurement Pain Points

60% complexity of optimization

58% complexity of integrating

data sources

48% conflicting ad results from

different sources

There Is Still Too Much Waste and Inefficiency

Percent of programmatic advertising brands estimate is wasted or inefficient in terms of reach, viewability and other key metrics

28% WASTED

37% WASTED

Level of Annual Programmatic Spend

What Marketers Want

10

Developing a Culture of Optimization: Diageo’s Journey

11

Diageo Set Out to Understand: Can We Do Digital Better?

Diageo Set Out to Understand: Can We Do Digital Better?

STEP 1:AUDIT

FOR EVERY DOLLAR PUT THROUGH OUR AGENCY ONLY

ONE QUARTER WAS BEING USED TO ACTUALLY REACH

CONSUMERS

STEP 1:AUDIT

FOR EVERY DOLLAR PUT THROUGH OUR AGENCY ONLY

ONE QUARTER WAS BEING USED TO ACTUALLY REACH

CONSUMERS

STEP 2:TEST

BY DIRECTLY NEGOTIATING PLATFORM & MEDIA FEES AND

MANAGING CAMPAIGN OPTIMIZATION IN-HOUSE WE INCREASED EFFICIENCY by 3X

Diageo Set Out to Understand: Can We Do Digital Better?

STEP 1:AUDIT

FOR EVERY DOLLAR PUT THROUGH OUR AGENCY ONLY

ONE QUARTER WAS BEING USED TO ACTUALLY REACH

CONSUMERS

STEP 2:TEST

BY DIRECTLY NEGOTIATING PLATFORM & MEDIA FEES AND

MANAGING CAMPAIGN OPTIMIZATION IN-HOUSE WE INCREASED EFFICIENCY by 3X

STEP 3:EXPAND

BY REINVESTING IN THE RIGHT PEOPLE, PROCESS AND

PLATFORMS WE SAW 30 PERCENT MORE IN

EFFICIENCIES WITH THE PARTNERSHIP OF ORIGAMI LOGIC

Diageo Set Out to Understand: Can We Do Digital Better?

Seeing the Big Picture & Identifying the Best Opportunities for Optimization

Origami Logic Helped Us Take What Looked like Pocket Change and Transform the Bottom Line

Just as Valuable, was the impact Origami Logic has on Our Team Culture

Reliable, accurate & up to date metrics

5-minute cross-functional team stand ups

Operating in sprints -continuous improvement

18

3 Ways to Improve Campaign Performance

3 Ways Automated Reporting & Campaign Intelligence can Help Improve Media Performance

Overcome the complexity and resource demands of managing multiple platforms by integrating and harmonizing all marketing data – across social, programmatic, search and more – into one accurate, up-to-date view.

1

Operational & Technical Requirements

Flexible and harmonized taxonomies

Data Quality Control & Governance

Overcome the complexity and resource demands of managing multiple platforms by integrating and harmonizing all marketing data – across social, programmatic, search and more – into one accurate, up-to-date view.

1

Reduce inefficiency and maximize working media dollars with actionable insights that uncover opportunities to improve performance across budget allocation, audience targets and creative.

2

3 Ways Automated Reporting & Campaign Intelligence can Help Improve Media Performance

Focus on metrics that matter

Seek greater context to discover improvement

areas (examples)

Many small changes net big results

Seek greater context to discover areas for improvement

Overcome the complexity and resource demands of managing multiple platforms by integrating and harmonizing all marketing data – across social, programmatic, search and more – into one accurate, up-to-date view.

1

Reduce inefficiency and maximize working media dollars with actionable insights that uncover opportunities to improve performance across budget allocation, audience targets and creative.

2

Create a performance culture around key metrics – whether your goals are upper or lower funnel – by delivering insights that empower media practitioners as well as brand executives to make timely and impactful decisions that improve performance and generate more working media.

3

3 Ways Automated Reporting & Campaign Intelligence can Help Improve Media Performance

24

Actionable intelligence powers cross-functional

conversations

Usability and brand specific insights drive better

performance playbooksWinning together

Win Together! Actionable Intelligence Powers Cross-Functional Conversations

© 2019 eMarketer Inc.

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Justin FrommVP, Business IntelligenceAdvertiser Perceptions

May 7, 2019Tech Talk Tuesday

Q&A Session

Paul VernaVP, Multimedia

eMarketer

Presented by

PRESENTER MODERATOR

Josh NafmanGlobal Media Buying and

Operations DirectorDiageo

April BrownVP, Marketing Analytics

ArchitectureOrigami Logic

PRESENTER PRESENTER