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#thinkppc
FLASH SERIES
What Marketers Need To Know About
Programmatic BuyingHOSTED BY: &
#thinkppc
Your Presenter
• Liam Brennan– Global Digital Director at
MediaCom
– @LCBrennan
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
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Live Poll Question #1
How do you manage your PPC account(s)?#thinkppca) I’m part of an in-house PPC team
b) I do all the marketing including PPCc) I work at an agencyd) I’m a consultant
What Marketers need to know about Programmatic Buying
Presented by Liam BrennanGlobal Digital Director
Programmatic becoming the norm in leading markets – will be >50% of UK digital spend in 2015
How can something that is so mainstream be so confusing and decisive?
Conversations around tech and intricacies are important – but thrown us off course. Lets get back to basics
Two pillars of programmatic: Automation by definition, data and tech through a strategic and implementation link
AUTOMATIONCutting out the ‘middle man’,
optimising in real time, (sometimes) flexibility in
pricing
DATA + TECHAbility to use import and
export data, store, analyse and use to improve planning
and buying
+
Now and beyond1960s
The role of media is to deliver “the right message to the right person at the right time and place”
Nothing has changed!
Media has always been about people – how they think/act, what media they use, how and when
But we are rethinking how we plan and buy media – addressing fragmentation through opportunity
FROMMedia to
reach people
TOReaching people through media
Ultimately, data and automation will allow us to deliver more personalised messaging
MediaCom UK used Channel 4’s data and ad tech to deliver four million personalised TV ads
Case study: https://www.youtube.com/watch?v=JAgAfGPOKTM
Using programmatic would (with developments in data/tech) allow us to deliver that concept at scale
Targeting ‘people’ based on collected
data
Programmatic delivers advantages above and beyond the ability to target the individual. Particularly in buying
Better media value
More media control
• Freedom of inventory movement
• Stop and start – and always on• (Often) Adjustable pricing• Real time feedback• Greater ability to test and
learn
The output of ‘programmatic’ has been sub-par, perpetuated the ‘performance channel’ myth
We are seeing more ‘creative friendly’ inventory becoming available to be bought programmatically
And better quality (aka ‘premium’) inventory is becoming available and driving programmatic spend
Source: eMarketer 2014, US data
Programmatic buys will eventually be able to be executed across all ‘digital’ – OOH, Radio, and TV
Indeed, in 2015, there was a programmatic buy in advertising’s ‘most creative moment’, and few were aware!
http://blog.wideorbit.com/see-the-first-ever-programmatic-super-bowl-tv-ad/
Conversation needs to shift back to people instead of tech. In time programmatic, will just be ‘media’
Three takeouts from today
Programmatic buying is the method, not the message
Programmatic is ushering in an era of people based marketing
Programmatic becoming the norm for digital – but this is just the start
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Live Q&A Time!
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Have more questions?
Contact Us Directly
• Webinar Feedback: marketing@hanapinmarketing.com
____________________________________________
Thank you for attending our webinar! #thinkppc
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