TV SYNC

MATT NASHVP Europe@exchangelab@mattnash23

MO TECHNOLOGY, MO PROBLEMS

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Good morning, my name is Matt Nash

The title of my presentation eludes to the fact that 1

AUTOMATION WAS SUPPOSED TO MAKE THINGS theexchangelab.com

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In theory technological advances should make us more efficient.

So in our world that means that the CMO has more time to concentrate on developing brand value, reputation and ultimately an increase in market share using measurable cross channel insights and data

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However the inverse seems to be true and things are more like this

Play Heavy Metal (AC DC as attribute to James A)3

WHICH IS WHICH?

LETS LOOK A LITTLE CLOSER

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Lets take the current programmatic eco-system.

There are well over 100 demand side partners to choose from in the desktop/mobile domain. Big names like AppNexus, DBM, MediaMath, Amazon, The Trade Desk and so on.

On the face of it, its almost impossible for a CMO to distinguish between them, they are all genuinely fantastic platforms that have been developed by very smart people backed by huge amounts of VC money.

Add into the mix new platforms that are concentrating on Native, Radio, Outdoor and TV and all of a sudden the CMO is looking at a myriad of partners who dont interconnect or play nicely.

How does a CMO make sense of it all and start to draw actionable insights from all this siloed data? Its very hard to look into the future with the pressure and reality of todays requirements for delivery versus goals

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THEREFORE THE FOCUS BY MARKETING TEAMS TODAY TENDS TO BE ON WHAT IS CURRENTLY BIDDIBLE PROGRAMMATICALLY AT SCALE

DisplayVideoSearchSocialAcross Desktop, Tablet and Mobile

AND that is understandable, however

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WE ARE ALREADY SEEING THE FOLLOWING MEDIA STARTING TO BE TRADED PROGRAMMATICALLY

AND THE SCALE IS COMING6

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Global programmatic spend is expected to triple to 37bn from 2015 2019.Our businesss revenue used to be 95% performance based campaigns and over the course of the last year we are now seeing 50% brand spend and 50% performance 7

PROGRAMMATIC TVSource: Viewpoints by Neo@Ogilvy Feb 2015 Magna Global, 2015, eMarketer 2015

$3BNIN 2016 PROGRAMMATIC TV IS EXPECTED TO ACCOUNT FOR

By 202020 - 50% of all TV advertising may be bought programmatically

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HOW DO CMOs DELIVER RESULTS TODAY AND FUTURE PROOF AT THE SAME TIME? ?

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EFFICIENCYTRANSPARENCYINSIGHT RESOURCESKEY TRENDS WE CONSISTENTLY HEARVALUE FOR MONEY

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And these are the trends we hear the most from both our Agency partners and direct clients

Efficiency:Improve campaign performanceGet more for our budgetSimplify & scale operationsAlign with my media/creative agency

TransparencyShow me how my money is being spentWhere are my adverts appearing Are my ads being seenAre you taking care of my brand

InsightGive me insights I can actually useHelp shape my strategy

ResourcesHow do I need to retrain/reskill my team Do I need to hire specialists internally

Value for MoneyHelp me understand how we improve return on investment

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FACILITATE cogs potentially something that explains programmatic

PROGRAMMATICS ROLESCALEAUDIENCETEST & LEARN COST EFFICIENTLY

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What is programmatics role as a marketing tool in all of this. Its to

1. Facilitate Efficiencies :

2. Deliver Scaleto reach the entire ecosystem..

3. Reach Audiences (On any screen at any time no matter where they are)

4. Push those learns up the funnel, help make better decisions including traditional or non digital media.

5. And finally TEST AND LEARN, which is a continuous process. Algorithms arent the answer to this but just another tool we use to learn where our audience or customer is. The creative message and how and when this is delivered is plays a MASSIVE role as lets be honest the consumer couldnt give a monkies how the ad is delivered only that it creates a positive emotion in them. Using technology to provide the framework to test and learn efficiently with a real time feedback loop11

UTOPIAVOLUMECOST OF KPI

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The utopia would of course to continue to drive more positive KPI outcomes at an ever decreasing cost. If only12

REALITY

VOLUMECost of KPI

ADD TIME = REALITY

% GROWTH

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The reality is of course that you reach an optimum point and then become less efficient13

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The market is vast, access points are many and varied and it is a continually moving feast. How do you make sure you have access to the right technologies to maximise your opportunity without creating an insurmountable level of work and complexity for your team? Added to that is the fact that new technologies are appearing all of the time, each claiming to have created a new best of breed solution that will solve all your needs whilst delivering bespoke and actionable insights

SO HOW DOES A MARKETER DECIDE WHICH ONE TO USE?14

THE EXCHANGE LAB MODEL

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YOU DONT HAVE TO CHOOSE, WE HELP YOU DO THAT BASED ON YOUR CAMPAIGN OBJECTIVES. OUR COMMITMENT TO CLIENTS IS THAT WE WILL ALWAYS HAVE THE BEST OF BREED TECHNOLOGIES AVAILABLE AS AND WHEN YOU NEED IT. OUR FLEXIBLE TECHNOLOGY ENSURES WE CAN PLUG DSPS IN AND OUT AS AND WHEN NEEDED.And a little about The Exchange Labs approach

For those of you who dont know we a programmatic marketing company. With Proteus our preparatory management platform we connect Brands to best of breed programmatic technologies. We are currently integrated with 8 of the leading DSPs (pictured) plus a host of eco-system partners from DMPs and brand safety providers to attribution businesses and antifraud technologies. Proteus is the One platform to manage them all.

Delivering

Holistic view of the marketplace See all Exchanges all inventory regardless of screen.Pricing efficiencies between exchanges Take advantage of the publishers waterfall and multiple SSP connections.Reach total audience by scale (because each exchange does not reach every person)Use each platform for its strengths, and that can change per client, per audience per situation. And most of all unified all this data into one management platform to trade from, report from, deliver insights and manager campaigns more holistically.

And as per previous, when new technology businesses are created and launched to deliver TV, Radio and OOH programmatically, we will connect with the leading exponents to provide full access and scale

This is sometimes referred to as a META solution15

KEY BENEFITS OF A META DSP APPROACH

INCREASEDPERFORMANCEPRICE &EFFICIENCYGREATERREACHDSP performance varies by tactic and geographyDelivers huge scale advantageDSP price points fluctuate by market access

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There are 3 main reasons why the Meta DSP approach delivers great value to advertisers:

Firstly utilising multiple DSPs on a single campaign delivers increased performance versus KPIs, as different DSPs have different strengths based on a variety of factors including by tactic, geography or access to data

Secondly the Meta approach uncovers ways to deliver price efficiencies by enabling clients to access inventory in the most price efficient way possible

Thirdly the Meta approach delivers huge incremental scale advantages enabling advertisers to reach more of their target audiences more often versus its competitors16

GREATER REACHUNIQUE REACH ACROSS DSPS42%

4%

13%

25%26%3%17%12%

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This recent campaign for a global client highlights how the overlap of audience between DSPs is relatively small. We saw 42% unique reach across the 3 DSPs we ran the campaign with. Had we omitted DBM we would have missed out on 47.9% of the target audience. If wed omitted AppNexus wed have missed out on 20.9% of the target audience

Therefore utilising a Meta approach enables VW to deliver its message to the widest possible portion of its target audience

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PRICE & EFFICIENCY

SITE BY DSPYAHOO

DSPS USED

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In addition to incremental reach a meta DSP has a unique view of the pricing landscape. Looking at data across all advertisers in December we can see huge pricing differences and therefore pricing opportunities that are not available without a Meta DSP.

On the left we can see CPM pricing for yahoo that we saw broken out by four DSPs. You can see that the average clearing price for Yahoo through Mediamath was significantly higher than the other DSPs with TTD being the least expensive.

The other chart shows this for different media owners which gives a good visual idea of how dynamic and varied the auction landscape is. This is a unique view of the market and provides our trading team with price optimisation data.

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INCREASED PERFORMANCE

DSP 1DSP 2DSP 3DSP 4

DSPS USEDTACTICS

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This Heat Map demonstrates clearly that no one DSP is best at every type of tactic buy and therefore utilising a Meta DSP approach delivers stronger performance and incremental reach (demonstrated on slide 4) over a single stack solution

The Heat Map is designed to highlight strong performance in green whilst weaker performance is in red. The darker the colour the stronger/weaker the performance versus the KPIs

As you can see here in this campaign from Dec 2015 DSP 1 delivers the best eCPA for the Channel tactic whereas DSP 2 delivers the best eCPA for Re-targeting

The clear take away is that no one row or column is all red or all green, the best performance is about finding the right mix of technologies to achieve optimal performance based on the tactics and KPIs for a particular campaign

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NO SINGLE DSP IS BEST OF BREED GLOBALLY

DSP

CANADAUSAAPACEUROPEUKADBRAINADXONE BY AOLAPPNEXUSDBMMEDIAMATHTTDAMAZON

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DSPS USED PER CAMPAIGN

4

4

6

4

5

4

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VW has been successful in programmatic and in this case using a multi-platform approach was extremely effective because following the test-and-learn phase we were able to hone in on three DSPs that were the most effectively delivering VW's messages to its key group of consumers online while also prospecting. 21

IN SUMMARY

Complexity will increase as more channels are traded programmatically

One DSP does not fit all

Using siloed technologies is not scalable

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Ad Tech has created chaos, but decreases chaos when used strategicallyfragmentation will increase as more channels are traded automatically Using siloed technologies is not sustainable or scalable No one partner can reach the entire marketEach accesses different parts of the market in different ways at different price pointsUtilising a Meta approach is the best solution (better wording of course)

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THANKYOU@mattnash23@exchangelab

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