#SMX #14C2 @AlistairDent

Alistair Dent, Head of Product, iProspect

THE BRAVE NEW WORLD OF PROGRAMMATIC MEDIA

#SMX #14C2 @AlistairDent

Programmatic is the application of data to marketing

What is programmatic?

#SMX #14C2 @AlistairDent

What is programmatic?

Programmatic automates buying to

make split second decisions based on

context

#SMX #14C2 @AlistairDent

What is programmatic?

Programmatic buying provides real time

feedback for optimisation

#SMX #14C2 @AlistairDent

Search is already programmatic

DEVICE

AUCTION

ADS DISPLAYED

DECISION ENGINE

KEYWORD

USER SEARCH

TIME

#SMX #14C2 @AlistairDent

Ad tech is complex

#SMX #14C2 @AlistairDent

Three motivations

COST

EFFICIENCY

PERFORMANCE

#SMX #14C2 @AlistairDent

MOTIVATED BY EFFICIENCY

#SMX #14C2 @AlistairDent

Buying is a painful process

#SMX #14C2 @AlistairDent

A single platform is easier

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MOTIVATED BY COST

#SMX #14C2 @AlistairDent

Buy the cheapest inventory

#SMX #14C2 @AlistairDent

Arbitrage the pricing model

OPTIMISE CPA

SELL CPC

BUY CPM

#SMX #14C2 @AlistairDent

MOTIVATED BY PERFORMANCE

#SMX #14C2 @AlistairDent

Targeting on data

CONTEXT

HISTORY

IN MARKET

DEMOGRAPHIC

#SMX #14C2 @AlistairDent

Dynamic creative

Data

Video

Search

Website

Social Display

#SMX #14C2 @AlistairDent

Real time optimisation

USER

WEBSITE

CONVERSION?

TRACKING

DSP

AD

#SMX #14C2 @AlistairDent

THERE ARE ROADBLOCKS

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Brand safety risks

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Whitelisting

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Blacklisting

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Content negative targeting

AD

DEMOGRAPHIC

LOCATION

DEVICE

CONTENT

DEVICE HISTORYHISTORY

LOCATION

#SMX #14C2 @AlistairDent

CREATIVITY VS EFFICIENCY

#SMX #14C2 @AlistairDent

User signals determine the story

#SMX #14C2 @AlistairDent

User context decides the message

#SMX #14C2 @AlistairDent

THERE IS EXTRA DATA

#SMX #14C2 @AlistairDent

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

#SMX #14C2 @AlistairDent

Uplift in brand metrics

#SMX #14C2 @AlistairDent

Competitor behaviour

#SMX #14C2 @AlistairDent

Social conversations

SPEAK TO OUR EXPERT

ADVISORS ABOUT CLUB

LLOYDS

#SMX #14C2 @AlistairDent

Sports events

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THE STORY SHOULD GO

ACROSS DEVICES

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CREATIVE ISN’T LIMITED TO ADS

#SMX #14C2 @AlistairDent

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

#SMX #14C2 @AlistairDent

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CA

MARCH 1-3, 2016