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Road to Programmatic Webinar:Operational Considerations for a
Programmatic Trading Strategy
Thursday 16th July
Good afternoon and
welcome to the Webinar,
we will start shortly
• Introduction to White Paper – Alison Fennah, IAB Europe
• Traditional media buying moving to a programmatic era – Graham Wylie, Chairman IAB Europe Programmatic Trading Committee and Senior Director EMEA & APAC Marketing, AppNexus
• Programmatic operational model considerations – Joel Livesey, Director of Business Development and Privacy, AudienceScience
• Choosing the right solution for your company – Joel Livesey, Audience Science and Graham Wylie, AppNexus
• Brand advertiser example – Ange Bussy-Socrate, Online Marketing Manager, Evans Cycles and Helen Miall, Head of Marketing EMEA, Turn
• Understanding the Value Chain – Rahman Mohammed, Head of Strategic Services, Yahoo!
Today’s agenda and presenters
Introduction to IAB Europe’s Road to Programmatic White Paper
The IAB Europe Road to
Programmatic White Paper is aimed
at helping brand advertisers, agencies
and publishers formulate their
programmatic strategies by detailing
some key factors for consideration.
Traditional media buying moving to a programmatic era
Traditional media buying moving to a programmatic era
Media buying Audience buying
Traditional Programmatic
Programmatic operational model considerations
Two key considerations
WHO?
WHICH BUSINESS
MODEL?
Programmatic products model
CPM
CPM
CPM
CPM
CPC
CPA
Programmatic service model
Agency
Independent
Programmatic
services
Client
In-house
Hybrid
Choosing the right solution for your company
Choosing a solution
Five starting points
Where is my business starting its programmatic journey?
How does the company I am thinking of working with make money?
Is my organisation happy to ‘pay by results’?
Do I have the budget, people and resources to make the change?
How will I measure progress?
Toolkit selection
DSP
SSP
DMP
Brand advertiser example – Evans Cycles and Turn
Evolution of data
Presentation name | 15
Now to 2020data will nearly double
every two years
68% of that datais being created by
consumers
Harnessing data
Presentation name | 16
Can marketers harness this data to achieve
cut-through, even though it changes with each event and
with each consumer touch point?
• Answer multiple objectiveso Either Brand Awareness or Direct Response
• Understand our audiences bettero Gather single customer view about cyclists’
online behaviour
• Increase campaign management
efficiency o Register historical performance in one place
Evans Cycles - Why
Evans Cycles - How
Objective
definition
Data collection
Audience creation
Insights
&
Optimisation
Evans Cycles – Take Aways
1. Define your objectives and expectations
2. Consider both the technology and the people
3. Build your programmatic advertising step by step
4. Test, learn and iterate
Understanding the Value Chain
Technology and services
WFA Money Flow Diagram – Source: WFA Guide to Programmatic Media
Key considerations
Is the service required?
Double counting
Consolidate services
Payment model
Next steps:
Watch the webinar recording – contact [email protected] for the link
Download the Road to Programmatic White Paper from the IAB Europe website
Survey at the end of this Webinar – please provide your feedback
Thank you for attending
ContactAlison Fennah, IAB Europe – [email protected]
Marie-Clare Puffett, IAB Europe – [email protected]
@IABEurope
IAB Europe
www.iabeurope.eu
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