Programmatic & Creative Can Work Great Together at DAS, 10/22/14

P R O G R A M M A T I C A N D C R E A T I V E C A N W O R K G R E A T T O G E T H E R

R o b R e i f e n h e i s e r , H e a d o f M e d i a

M U S T

I S T H E W O R L D ’ S L A R G E S T I N D E P E N D E N T B U Y E R O F D I G I T A L M E D I AW I T H B I L L I N G S I N E X C E S S O F $ 6 5 0 M M .

W E ’ R E F O C U S E D O N D I G I T A L W I T H E X P E R T I S E I N D A T A S C I E N C E ,O B J E C T I V E M E D I A , A N D C A P T I V A T I N G E X P E R I E N C E S .

4 8 0 P E O P L E A C R O S S 6 O F F I C E S

80 $200MM+ +

F U L L Y O P T I M I Z E D F O R

P R O G R A M M A T I C M E D I AP A R T N E R S H I P S

P R O G R A M M A T I C B I L L A B L E S( 2 0 1 5 F O R E C A S T )

S T R E E T C R E D

V I E W A B I L I T Y F R E Q U E N C Y B R A N D S A F E T Y A U D I E N C E V A L I D A T I O N

A P R O G R A M M A T I C A P P R O A C H I S N O T P E R M I S S I O N T O S K I P T H E B A S I C S

O B J E C T I V E

A C T I O N

C O N S U M E RJ O U R N E Y

L E A R N I N G S

E V O L V I N G F U N D A M E N T A L S

UNDERSTAND THE AUDIENCE

MATCH THE MESSAGE

PROTECT YOURSELF AT

ALL TIMES

ALLOW GREATNESS

BE THOUGHTFUL AND OBJECTIVE

U N D E R S T A N D T H E A U D I E N C E

AUDIENCES

RECEPTIVE3RD PARTY DATA 1ST PARTYDATA

SEGMENT

U N D E R S T A N D T H E A U D I E N C E

T H E N E W F U N D A M E N T A L :

Segment youraudiences foroptimal receptivity

M A T C H T H E M E S S A G E

NEW KNOWLEDGE

ENHANCEDRELEVANCE

M A T C H T H E M E S S A G E

M A T C H T H E M E S S A G E

M A T C H T H E M E S S A G E

M A T C H T H E M E S S A G E

T H E N E W F U N D A M E N T A L :

Enrich creative withaudience data

P R O T E C T Y O U R S E L F A T A L L T I M E S

OPPORTUNITY

INTERROGATESAVVY PEOPLE PLAN

TECH CAN HELP

T H E N E W F U N D A M E N T A L :

Have the rightresources to addressthe new ecosystem

P R O T E C T Y O U R S E L F A T A L L T I M E S

A L L O W G R E A T N E S S

POSSIBILITIES VARIATIONS IMPACT

OVERLY FOCUSED

DO NOT GET MUCH AIRTIME

LITTLETIME

A S I N G L E B A N N E R I S N O T Y O U R C A N V A S … T H E P O S S I B I L I T I E S A R E

Care like it’s TVT H E N E W F U N D A M E N T A L :

A L L O W G R E A T N E S S

B E T H O U G H T F U L A N D O B J E C T I V E

SHARE CONSUMER

BUSTING THE BRIEF TRUST

T H E N E W F U N D A M E N T A L :

Transparencyis the new trust

B E T H O U G H T F U L A N D O B J E C T I V E

I N S U M M A R Y

UNDERSTAND THE AUDIENCE

MATCH THE MESSAGE

PROTECT YOURSELF AT

ALL TIMES

ALLOW GREATNESS

BE THOUGHTFUL AND OBJECTIVE

SEGMENT YOUR AUDIENCES

FOR OPTIMAL RECEPTIVITY

ENRICHCREATIVE WITH AUDIENCE DATA

HAVE THERIGHT

RESOURCES

TRANSPARENCYIS THE NEW

TRUST

CARELIKE IT’S

TV

T H A N K S

r o b . r e i f e n h e i s e r @ e s s e n c e d i g i t a l . c o m