Date post: | 30-Jul-2015 |
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Marketing |
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Google Confidential and Proprietary
Demystifying Programmatic Marketing
Gielke Burgmans Industry Manager DoubleClick Benelux
Google Confidential and Proprietary
LOCATION
SEARCH DEVICE
AGE INTEREST
GENDER
ABUNDANCE OF AUDIENCE SIGNALS 3
Using technology and audience insights to reach the right user, in the right place with the right message in real time.
[proh-gruh-mat-ik]
Everything digital needs to be controlled by software 4
Customers timing
Advertiser centric
Personalization at scale
Your timing
Customer centric
One message for all
[proh-gruh-mat-ik] :
How do marketers break through fragmentation
and focus on the customer?
marketers use an average of 4.9 platforms to execute a single campaign
Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013
A fragmented approach is a breeding ground for challenges
Fragmented Insights
Performance Obstacles
Inefficiencies
Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013
Single point of access increases campaign
efficiencies up to
33%
Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013 Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014
A unified platform leads to increased efficiency and better performance
32% average
reduction in CPA
RESULTAAT: +50% post click conversie verbetering per 1000 impressies tov de oude situatie
Plan
Create
Investigate & obtain more knowledge
Start small (test & learn) or start big (believe)
Start planning from campaign to always on
1
2
3
Do!
Data & Technology choice & ownership
Buying vs execution vs inhouse
Internal & external silo’s
1
2
3
Think (about)