Programmatic

Branding in 2015January - CES

Remember When?

Remember When?

Remember When?

Software is

Eating the

World…

…Software is

Improving

Media Buying

Agenda Key Theme: A roadmap for building a programmatic branding business

1. TubeMogul Overview

2. Market Overview & Trends

3. Building a Programmatic Business

Enterprise Software for Digital Branding

Our Software in Action– for Brand Advertisers

Market

Overview &

Trends

Television: The Original Brand-Building Medium

Major Brands Were Born

But Today’s Viewers Move Seamlessly Between Channels

Source: eMarketer. 2014.

Reaching A Target Audience Getting More Difficult

TV Buying Used to Mean…Buying TV

60% Solution, Incremental Reach on TV is Expensive

Reaching TV’s 4th

and 5th quintile is

becoming

exceedingly difficult

&

expensive

Everyone Loves Video

61% of the U.S. population is exposed to video ads. Each of those people

views 61 video ads per month, accounting for 88 billion video ads and more

than 13 billion minutes watched every month.

85.92

89.43

87.1786.31

85.5184.61

85.19

82.00

83.00

84.00

85.00

86.00

87.00

88.00

89.00

90.00

AGE12-17

AGE18-24

AGE25-34

AGE35-44

AGE45-54

AGE55-64

AGE65+

Series1

Percentage of Internet Audience

that View Video

Source: comScore Video Metrix, Feb 2014

Pe

rce

nt

Pe

r M

on

th

Demographic Breakdown

Of Video Viewers

1%

9.1%

22.2%

26.4%

19.0%

13.4%

5.8%

3.1%

AGE 1-11, Index 006

AGE 12-17, Index 112

AGE 18-24, Index 224

AGE 25-34, Index 196

AGE 35-44, Index 141

AGE 45-54, Index 092

AGE 55-64, Index 051

AGE 65+, Index 024

81% of viewers are 18-54

DESIGNED

The Post-Desktop Era Begins

Source: comScore Media Metrix Multi-Platform, December 2013

Marketers Responding to Mobile Usage

Source: eMarketer 2014

Marketers Responding to Mobile Usage (Video)

Source: eMarketer 2014

Viewer attention fragmented across devices and platforms

Can’t buy and measure TV and digital video on equivalent basis

Targeting capabilities vary across channels and vendors

Difficult to verify target audience was reached

Reaching A Target Audience Getting More Difficult

Programmatic Trends Look Strong

Logistics to Strategy –Software Does This Today

Why Programmatic Matters for Brand Marketers

Test & Learn Optimization Drives Performance

Programmatic Video Experiencing Rapid Growth

f

Source: Forrester Consulting, “RTB Powers the Rapid Growth of Online Video”

Real and Perceived Challenges to Tackle

InventoryQuality & Scale

RTB Exchange Traded Video Impressions (Billions)

Source: SpotXchange

Open Inventory – Tier 1, comScore Top 100

Source: TubeMogul

If The Inventory Sounds Too Good to Be True…

Site Selection, Transparency

huffingtonpost.com

nytimes.com

iconpopquiz.com

youtube.com/enews

viewster.com

cbsinteractive.com

Actionable Viewability Reporting

Quantitative Approach to a Qualitative Problem

Source: TubeMogul

Analyze the Impact of Every Inventory Channel

Brand Lift by Channel – Control vs. Exposed to Ad

Programmatic

Direct

Ad Network Direct

Publisher-

Served

Exchange

Inventory

Are you getting premium performance for the cost?

Drive inventory and publisher ACCOUNTABILTY with UNIFIED tracking and common metrics across all sources

Key Takeaway

MultiscreenPlanning, Buying Targeting and Measuring

Media Mix – Increasing Reach at a Lower Cost

Video Fragmentation Presents Challenges

• Creative Execution across Formats &

Devices

• Understanding Optimal Reach & Frequency

across Channels

• Implementing Audience & Location

Targeting across Cookie-less Channels

Upload & Transcode for Any Device, Format

Creative Execution Across Formats & Devices

Pre-Roll Connected TV Mobile Interactive Pre-Roll

Future State - Cross-Screen Planning and Buying

Plan, buy and optimize across all screens and formats – including TV

Assess Incremental Value of Each Screen

Optimize by Reach or Frequency

Begin unifying your targeting parameters across screens.

Simplify creative execution across all screens.

Key Takeaway

MeasurementWhat’s Happening Now. What Should Happen in the Future.

Establishing Metrics That Matter

“Immovable” Metrics

Innovative Metrics

Standardization of KPIs creates data-driven decision making for Branding.

Key Takeaway

Team StructureResources and Organization

The Face of the Media Buyer is Changing

Hire for the Future: Data Analyst, Publisher

Development, Ad Operations, etc.

ActivationGet Started Today

Iterative Testing & Learning

Programmatic Video Becoming Larger % of Video Market

Source: eMarketer, April 2013

The Focus of Brand Dollars

* PROJECTED SPEND. Source: Statista. 2014.