1. | KATANA - PROGRAMMATIC BUYING FOR RETAILERS | | JUNE 24,
2015 |
2. | WHO IS KATANA | JJ BANNASCH PRESIDENT & CO-FOUNDER !
San Diego, CA based company in 2013 ! Leadership team executives
from full service agencies ! Digital media agency that focuses on
programmatic media buying for clients ! Strong relationships with
top tier programmatic companies, exchanges and platforms !
Independent agency trading desk ! Client ranging in size and
verticals including retailers
3. | AGENDA - TOPICS COVERED | ! What is the programmatic
opportunity / growth? ! What does programmatic cover? ! Top benets
and challenges for marketers ! Where does it t in the media mix? !
Is it good for retailers - primary pillars / use cases ! How to get
started and plan for programmatic INTRO INTO PROGRAMMATIC FOR
RETAILERS OF ALL SIZES
4. | PROGRAMMATIC GROWTH / OPPORTUNITY | ! 45% of digital media
bought programmatically ! 22% of all advertising by the end of the
year ! Retailers are spending 70% of digital display budgets on
programmatic ! 25% of total programmatic media will be generated
from the retail industry ($3.71 billion) ! Programmatic TV not
included in estimates but will positively impact investments HEAVY
GROWTH IN MARKETING MIX, SPECIFICALLY WITH RETAILERS
5. | PROGRAMMATIC DEFINED | Automating the buying, selling,
delivery & optimization of media based on rules, algorithms and
human input via data & technology ! .to improve workow,
efciency, effectiveness and campaign optimization agility
6. | PROGRAMMATIC BENEFITS & CHALLENGES | Key Benefits:
Minimizes media waste ! Utilize data to make decisions ! Pricing is
based on audience value ! Better targeting - right time, place and
message ! Real Time Bidding / Agility Challenges: Lots of
technologies / options ! Number layers to doing programmatic
effectively ! Large sets of data and analytics / need to move
quickly ! Increased confusion of how to use tools and platforms
effectively ! Resource intensive ! Technology system integrations
!Industry Challenges: Fraud & bots ! View-ability Inventory
quality ! Advance and consolidation of space !
7. | WHERE DOES IT FIT INTO THE MEDIA ECOSYSTEM | ITS ABOUT
AUDIENCE(S) & THE PRE-DETERMINED TRIGGERS THAT DEFINE WHERE IT
FITS IN THE CONVERSION / SALES FUNNEL Reach against targeted
audience First touch and engagement with product / category pages
Engagement with product pages / sales process Completed Sales
Utilize customer data base / up-sell
8. | USE CASES FOR PROGRAMMATIC | ! Boost brand & product
awareness - rst touch point before conversion Allows companies to
rene strategy, approach and creative via data / insights
Programmatic / automation has helped gain efciency in lower funnel
tactics Smarter prospecting and effective higher funnel tactics
Ability to use product feeds, seasonality (holidays and sales) and
audience info/data TOP REASONS FOR RETAIL TO USE PROGRAMMATIC GAIN
EFFICIENCY INCREASE RELEVANCY
9. | SIMPLIFIED PROGRAMMATIC FILTERS | OVERALL STRATEGY - GOALS
1) Audience Targeting 2) Targeting Parameters 3) Campaign Overlays
4) Channels CREATIVE MESSAGING 3rd Party data ! 2nd Party Data !
1st Party Data ! Context Geo-Targeting ! Devices ! TOD, DOW !
Browsers ! Inventory Source / Exchanges Page Quality ! View-ability
! Page Clutter ! Brand Safe ! Pre & Post Bid ! Fraud Paid
Search ! Video ! Mobile ! Display ! Paid Social ! TV/Radio POST
CLICK OPTIMIZATIONS (CRO)
10. | 1) AUDIENCE TARGETING | Client data, your data 1ST PARTY
DATA 3RD PARTY DATA CONTEXTUAL 2ND PARTY DATA Data you buy from
another party / broker Categorized content by systems, by hand or
3rd party Shared data from another party / partner Site Analytics !
CRM Data ! Customer Pathing Data ! On Site Search Data ! Other
Channel Data ! Offline Data ! Client Inventory Data Previous
Purchases ! Demographics ! In-market Interests ! Predictors /
Intent ! Look-alike ! General Clearing Content (White Lists) !
Block Lists ! Categorical (Subjects) ! Specific Context !
Customized ! Private Market Places (PMP) ! Future Buying ! ! !
Customized EXAMPLES
11. | 2) TARGETING PARAMETERS | EXCHANGES AND DEMAND SIDE
PLATFORMS (DSP) ! Geo-targeting Devices Browsers Day-of-week /
Time-of-day Reach / frequency Bidding Exchanges - inventory
12. | 3) CAMPAIGN OVERLAYS | FRAUD, VIEW-ABILITY, PAGE QUALITY,
CONTEXTUAL, PRE-BID, POST-BID SOLUTIONS ! View-ability Page quality
Content Ad clutter Pre-bid / post bid Ad verication Ad fraud
13. | 4) PROGRAMMATIC CHANNELS | ANALYTICS / CRM DIGITAL MEDIA
PROGRAMMATIC TV PROGRAMMATIC RADIO CREATIVE LANDING PAGES
14. | CREATIVE MESSAGING TYPES | A/B CONCEPT TESTING RULES
BASED AUTOMATED ! New creative concepts Layouts - look-and-feel
Control groups ! Segmented ID Device Type DOW, TOD Location Weather
Demo Previous engagement ! Sequencing of ads Real time data feeds
Inventory feeds Creative variables
18. | SETTING UP GOALS AND OPTIMIZATIONS| DEFINE FUNNEL
SPECIFIC GOALS ! Driving conversions revenue (ROAS, ROI) Driving
re-engagement of customer base (Lifetime value) Reach against
audience Driving rst touch point for conversions Driving
High-Quality-Visits (HQV) ! ! KEYS TO SUCCESS ! Have a plan and
roadmap - if you test too much than you dont know what is working
Using multiple vendors doing the same thing is not an accurate test
Look holistically at the media mix Figure out what problem you are
looking to solve rst Develop success metrics against the funnel
Dont expect success overnight Be willing to share data with
agency
19. THANK YOU! Stay in Contact ! [email protected]
www.linkedin.com/in/bannasch