"Thinking Fast & Slow: the Programmatic Way of Doing Things for Better Results"

THE PROGRAMMATIC WAY

OF DOING THINGSGEORGE FRANGAKIS

What is your reaction?

What do you think she is

going to do?

What is your

reaction? What are

the first thoughts

that go through

your mind?

27 X 38What is the answer to

this calculation? How are

you working it out?

Fast Slow

Think Slow

Think FastUpper Funnel

Lower Funnel

Has Programmatic Buying

got 2 systems?

RTB = Real Time BiddingTechnology that enables you to trade display advertising inventory

- in real-time

- on an auction basis

- Impression-by-impression = Person by person

DataAffecting the valuation of each impression

Do we want to bid on this person?

Automationof media buying and selling

(through technology)

“Programmatic buying is the process of executing media

buys in an automated fashion through digital platforms

such as: exchanges, trading desks, demand-side platforms (DSPs)

and supply-side platforms (SSPs).

THINK FAST THINK SLOW

Programmatic Marketing ThinksFast and Slow

When collecting data

place universal pixels

across the websites

Allow budgets to move Across channels

and days of the month

Get Personal Use dynamic banners

Creative

is never finished

Let the data

do the talking

Move from CPA to CLV

CLV = Customer Lifetime Value

Allow time for profiling

and prospecting

RelaxMove away

from strict segments

24/7

Campaigns

Cross Screen Optimization - Sequential messages across screens

- Extend desktop segments across

mobile and vice versa

- Reduce wastage by frequency capping

Relevant advertising messages: to people who actually see them,

to people that have value, because you choose to engage,

$ $ $ $ $ € € € € €

Programmatic Marketing

lead to increased engagement,

reduce advertising wastage

and increase conversion rates

Buying & Selling of Data

The next frontier

THANK YOU

GEORGE FRANGAKIS

THINK SLOW

ACT FAST