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Thursday 21st, 2015
The Brave New World of Programmatic Media
Alistair Dent
Head of ProductiProspect
@AlistairDent
searchmarketingexpo.com@AlistairDent
#SMX #23B1
“Programmatic is the application of data to
marketing”
What is programmatic?
searchmarketingexpo.com@AlistairDent
#SMX #23B1
“Programmatic automates buying to make split second decisions based on context”
What is programmatic?
searchmarketingexpo.com@AlistairDent
#SMX #23B1
“Programmatic buying provides real time feedback for
optimisation”
What is programmatic?
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Search is already programmatic
Keyword
Device
Time
AuctionUser Search
Ads displaye
d
Decision Engine
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Ad tech is complex
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Three motivations
Cost
Efficiency
Performance
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Motivated by efficiency
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Buying is a painful process
searchmarketingexpo.com@AlistairDent
#SMX #23B1
A single platform is easier
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Motivated by cost
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Buy the cheapest inventory
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Arbitrage the pricing model
Optimise CPA
Sell CPC
Buy CPM
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Motivated by performance
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Targeting on data
Context
History
In Market
Demographic
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Dynamic creative
Data
Video
Search
Website
Social Display
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Real time optimisation
User
Website
Conversion?
Tracking
DSP
Ad
searchmarketingexpo.com@AlistairDent
#SMX #23B1
There are roadblocks
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Brand safety risks
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Whitelisting
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#SMX #23B1
Blacklisting
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Location
Demographic
Device
Content negative targeting
AdContent
Device
Demographic
HistoryHistory
Location
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Creativity vs efficiency
searchmarketingexpo.com@AlistairDent
#SMX #23B1
User signals determine the story
searchmarketingexpo.com@AlistairDent
#SMX #23B1
User context decides the message
searchmarketingexpo.com@AlistairDent
#SMX #23B1
There is extra data
searchmarketingexpo.com@AlistairDent
#SMX #23B1
TV campaigns
54%go online via a mobile or tablet
while they watch TV
87%of people use a
second screen while they watch TV
90%of our media
interactions are screen based
34%go online for a third of their TV viewing
time
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Uplift in brand metrics
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Competitor behaviour
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#SMX #23B1
Social conversations
SPEAK TO OUR EXPERT ADVISORS ABOUT CLUB
LLOYDS
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#SMX #23B1
Sports events
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#SMX #23B1
The story should go across devices
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Creative isn’t limited to ads
searchmarketingexpo.com@AlistairDent
#SMX #23B1
Summary
You’re already doing programmatic
People do it for efficiency, cost and performance
Brand safety is genuinely difficult
Don’t forget to be creative
Use all the data
Think cross device
Don’t forget your own properties
searchmarketingexpo.com@AlistairDent
#SMX #23B1
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