Programmatic Marketing -

A Brand View

Gary Gary Milner Nicole EstebanellDirector, Lenovo SVP Media, Digitas

@jagred @nestebanell

Stranger In A Strange Land – Part 1 – Gary (@jagred)

Alan Partridge

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Raleigh

Newcastle

Stranger In A Strange Land - Part 2 – Nicole (@nestebanell)

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COLORADO

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A $50b global

personal technology company

with 40,000 people and

customers in 160+ countries.

A GLOBAL MATRIXED ORGANIZATION

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We fuse creativity, data and technology

to help our clients

Joe Zawadzki, CEO, MediaMath

"The use of technology to

automate processes and the use

of math to improve results.

It is the future of marketing,

available now."

Brand Declarations of Programmatic Adoption

“As the walls of TV buying start to crumble, all

media buying will be programmatic”

Pioneers Start The Trend – Software Eats The World

Followers

Brand Declarations of Programmatic Adoption

$10 BILLION

16

Automated ads will account for

nearly 50%

of the US digital display market

PROGRAMMATIC DRIVEN BY INDUSTRY COMPLEXITY

CROSS

DEVICESWASTE COMPLEXITY AUDIENCE

PROGRAMMATIC DRIVEN BY INDUSTRY COMPLEXITY

Life Philosophy And Digital

“ We overestimate the potential of

technology in the short term,

underestimate in the long term

Life Philosophy And Digital

“There’s no chance that the iPhone is going to get any

significant market share. No chance.” ~Steve Ballmer (6/29/07)

Life Philosophy And Digital

"This 'telephone' has too many shortcomings to be seriously

considered as a means of communication. The device is

inherently of no value to us."~ Western Union telegraph company memo, 1877

IN JULY 2013 LENOVO SIGNED A GLOBAL

MARKETING AGREEMENT WITH TUBEMOGUL

Starting the Change Shift:

THE MEDIA

– Video highest growth online media

– Video better at driving consideration (vs display ads)

– (sight, sound and emotion)

THE MARKET

– Media buying is dramatically changing from inefficient paper based to electronic trading (programmatic)

SOLVES LENOVO NEEDS

– Align Geo operations, media buying and data

– Drives consistency in skills

– Significant lower costs on tight budget

– Provides fast changes based on insights and data

WHY DID WE DO THIS

Fastest Growth Media Spend Globally

-38% YOY (India 70% YOY)

Traditional Media 1% YOY Growth

Lenovo Platform Stack

Measurement

Audience

Safety

Content

Media

Integrated Process

Lenovo Platform Stack

TV/Video

Mobile/Native

Safety

Search + DMP

Measurement

BENEFITS

• Drives Global media buys

• Cultural consistency

• Aligns Agencies

• Creative Test Framework

• Remove opinion

• Reduce Waste

• Target Audiences w/ data

• Opportunity For Central

Operations

What is the Buy Model?

Is there pre bought inventory that can bias decision making?

Does tech vendor make money from anyone other than the advertiser?

How is Tech Vendor Being Paid?

Pre Bought Inventory Exchange Based Media

vs

Are you dealing with a black box or a visible software tool?

Is the Technology Real And Can You Self Serve?

Do you have broad access to inventory?

MeasurementFraud & ViewabilityDMP

3rd Party Specialist Integration

Lenovo Brand View: Specialist tools more likely to be kept state

of the art than “one solution fits all”

Integrated Fraud Verification – Example

Integrated Fraud Verification – Example

Is There A Future Vision For The Platform?

New TV Buying

Is There A Solid Process For Support And Training

Do You Have Global Reach?

Do you have global reach?

Theory: Programmatic Advertising will drive more efficient brand

consideration vs. premium media

DROVE BRAND CONSIDERATION AT 4X LOWER COST

Implications

Drive premium buys to context

(tech/audience/sponsorships),

Drive efficiency through programmatic

Site Type (Video) Cost per Completed View Cost per ppt Aware Cost per ppt Consider

Q2 Campaign Avg. * $0.04 - -

Programmatic $0.02 S12K $85K

Premium $0.05 S92K 307K

Key Highlight

Programmatic drove the most

efficient cost to drive consideration

BUYING TARGETED AUDIENCES WITH PLATFORM RAISES PURCHASE INTENT

Buy Media Targeted at 18-35

CONTROL

Model the buying target based

upon .com visitors. Feed to

Tubemogul for media buy

AUDIENCE TARGET

+7% IN INTENT OVER

STANDARD AUDIENCE BUY

Brand To Demand - Display Video Overlay Drives Intent

UP TO 20% MORE THAN CONTROL

“TOP BRAND CONCERNS ON PROGRAMMATIC"