Use cases & programmatic ecosystem: How to cover all marketing objectives?

1

Simply beyond

Use cases & programmatic ecosystem:

How to cover all marketing objectives?

Jean Meneveau, associated director

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Programmatic ads is only the first stepin the Digital Marketing ecosystem for

advertisers

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Feeling lost?

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2011-2014 2015-2017RTB development and democratization The RTB is unavoidable

Appearance of new techniques

Media diversification

KPI enrichment

Private marketplaces

CRMData marketing development

Channel multiplication

Engagement

Media attribution

+ + + +

Open auctions

Automatic prices

guaranteeFixe prices

Third party cookies

Cross device

Offline

Premium stocks AffiliationUnsold

“fat middle”

PerceptionAudience

Programmatic ads development is unlimited

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1.Touch

2.Interact

3.Convert

4.Engage

Very wide marketing objectives to cover

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Develop awareness and generate recognition of the brand / product

DMP

pre-roll video for Rexona #jedefietsonga

Touch

Cookie enrichment with data to

determine that this is a man who

practices sports

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Generate interaction on the advertiser's site

CTA dynamic variations to determine the best creative

TESTING DCO

Interact

L’Oréal banners

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Increase online sales by better targeting

Real time targeting of purchase intent through

different channels and user devices with geolocation

REAL TIME

OMNI-CHANNEL

Convert

Orange retargeting offers

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Build customer loyalty with personalized offers

Link to the user profile to push relevant offers

Nestlé Coupon

Engage

DMPCRM

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Programmatic remains frozen on a strong dichotomy between media buying and data users / customers

SEM, displa

y…

CRM www.

X DSPAd

server

Data supply, aggregation, optimization

Creative optimization

Creative creation

Reporting

Media buying platform (media decisioning)

Data marketing univers “user-centric”

Programmatic media buying

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Advertisers and agencies occupy a separate scope which reproduces technology silos

SEM, displa

y…

CRM www.

X DSPAd

server

Data supply, aggregation, optimization

Creative optimization

Creative creation

Reporting

Media buying platform (media decisioning)

Univers Data marketing “user-centric”

Programmatic media buying

Managed by agencies

Data fragmented managed by advertisers

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Marketing data introduces a revolution that reconciles user data with media buying

SEM, displa

y…

CRM www.

X DSPAd

server

Data supply, aggregation, optimization

Creative optimization

Creative creation

Reporting

Media buying platform (media decisioning)

DMP

Data marketing univers “user-centric”

Programmatic media buying

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But this data marketing revolution rises the question of agencies and advertisers roles

SEM, displa

y…

CRM www.

X DSPAd

server

Data supply, aggregation, optimization

Creative optimization

Creative creation

Reporting

Media buying platform (media decisioning)

DMP ??

?

??

?

?

?

Data marketing univers “user-centric”

Programmatic media buying

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1. Media ecosystem fragmentation

SE

M

SE

O

Search Affiliation Display Social

Netw

ork

Dir

ect

Bra

nd

Perf

.

Advert

.

Vir

al

Digital channels for acquisition

Program.

SEM dec.

SEO dec.

Network dec.

Direct dec.

Brand dec.

Perf. dec.

Socialdec.

Social Viraldec.

Bid Mt Net. AdSAd Server

Overall Media decisioningManagement

Analytics

Publication tools

Performance

measurement tools

Ad ServerAd Server

TDTDTDAd Server

Bid Mt Ad Server Ad ServerAd

ServerWeb anal.

Report Report Report Report Report Report Report Report

Ad Server

Web anal.

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2. Generalization of programmatic multi-channel

SE

M

SE

O

Search Affiliation Display Social

Netw

ork

Dir

ect

Bra

nd

Perf

.

Advert

.

Vir

al

ProgrammaticProgram

.

SEM dec.

SEO dec.

Network dec.

Direct dec.

Brand dec.

Perf. dec.

Socialdec.

Social Viraldec.

Bid Mt Net. AdSAd Server

Overall Media decisioning

Ad ServerAd Server

TDTDTDAd Server

Bid Mt Ad Server Ad ServerAd

ServerWeb anal.

Report Report Report Report Report Report Report Report

Ad Server

Web anal.

Digital channels for acquisition

Management

Analytics

Publication tools

Performance

measurement tools

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3. Ad serving and analytics centralization

SE

M

SE

O

Search Affiliation Display Social

Netw

ork

Dir

ect

Bra

nd

Perf

.

Advert

.

Vir

al

ProgrammaticProgram

.

SEM dec.

SEO dec.

Network dec.

Direct dec.

Brand dec.

Perf. dec.

Socialdec.

Social Viraldec.

Bid Mt Net. AdS

Centralised Ad Server

Ad Server

Overall Media decisioning

Attribution modeling

Ad ServerAd Server

TDTDTDAd Server

Digital channels for acquisition

Management

Analytics

Publication tools

Performance

measurement tools

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4. Adding DMP to "user-centric“ vision

SE

M

SE

O

Search Affiliation Display Social

Netw

ork

Dir

ect

Bra

nd

Perf

.

Advert

.

Vir

al

ProgrammaticProgram

.

SEM dec.

SEO dec.

Network dec.

Direct dec.

Brand dec.

Perf. dec.

Socialdec.

Social Viraldec.

Bid Mt

Centralised Ad Server

Overall Media decisioning

Attribution modeling

DMP

CRM

Ext. data

On-site data

…

Net. AdSAd Server Ad ServerAd Server

TDTDTDAd Server

Digital channels for acquisition

Management

Analytics

Publication tools

Performance

measurement tools

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Programmatic is an accelerator of the digital transformation of advertisers

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Questions