#SMX #14C2 @AlistairDent
Alistair Dent, Head of Product, iProspect
THE BRAVE NEW WORLD OF PROGRAMMATIC MEDIA
#SMX #14C2 @AlistairDent
Programmatic is the application of data to marketing
What is programmatic?
#SMX #14C2 @AlistairDent
What is programmatic?
Programmatic automates buying to
make split second decisions based on
context
#SMX #14C2 @AlistairDent
What is programmatic?
Programmatic buying provides real time
feedback for optimisation
#SMX #14C2 @AlistairDent
Search is already programmatic
DEVICE
AUCTION
ADS DISPLAYED
DECISION ENGINE
KEYWORD
USER SEARCH
TIME
#SMX #14C2 @AlistairDent
Ad tech is complex
#SMX #14C2 @AlistairDent
Three motivations
COST
EFFICIENCY
PERFORMANCE
#SMX #14C2 @AlistairDent
MOTIVATED BY EFFICIENCY
#SMX #14C2 @AlistairDent
Buying is a painful process
#SMX #14C2 @AlistairDent
A single platform is easier
#SMX #14C2 @AlistairDent
MOTIVATED BY COST
#SMX #14C2 @AlistairDent
Buy the cheapest inventory
#SMX #14C2 @AlistairDent
Arbitrage the pricing model
OPTIMISE CPA
SELL CPC
BUY CPM
#SMX #14C2 @AlistairDent
MOTIVATED BY PERFORMANCE
#SMX #14C2 @AlistairDent
Targeting on data
CONTEXT
HISTORY
IN MARKET
DEMOGRAPHIC
#SMX #14C2 @AlistairDent
Dynamic creative
Data
Video
Search
Website
Social Display
#SMX #14C2 @AlistairDent
Real time optimisation
USER
WEBSITE
CONVERSION?
TRACKING
DSP
AD
#SMX #14C2 @AlistairDent
THERE ARE ROADBLOCKS
#SMX #14C2 @AlistairDent
Brand safety risks
#SMX #14C2 @AlistairDent
Whitelisting
#SMX #14C2 @AlistairDent
Blacklisting
#SMX #14C2 @AlistairDent
Content negative targeting
AD
DEMOGRAPHIC
LOCATION
DEVICE
CONTENT
DEVICE HISTORYHISTORY
LOCATION
#SMX #14C2 @AlistairDent
CREATIVITY VS EFFICIENCY
#SMX #14C2 @AlistairDent
User signals determine the story
#SMX #14C2 @AlistairDent
User context decides the message
#SMX #14C2 @AlistairDent
THERE IS EXTRA DATA
#SMX #14C2 @AlistairDent
TV campaigns
54%go online via a mobile or tablet
while they watch TV
87%of people use
a second screen while they watch TV
90%of our media
interactions are screen based
34%go online for a third of their TV
viewing time
#SMX #14C2 @AlistairDent
Uplift in brand metrics
#SMX #14C2 @AlistairDent
Competitor behaviour
#SMX #14C2 @AlistairDent
Social conversations
SPEAK TO OUR EXPERT
ADVISORS ABOUT CLUB
LLOYDS
#SMX #14C2 @AlistairDent
Sports events
#SMX #14C2 @AlistairDent
THE STORY SHOULD GO
ACROSS DEVICES
#SMX #14C2 @AlistairDent
CREATIVE ISN’T LIMITED TO ADS
#SMX #14C2 @AlistairDent
Summary
YOU’RE ALREADY DOING PROGRAMMATIC
PEOPLE DO IT FOR EFFICIENCY, COST AND PERFORMANCE
BRAND SAFETY IS GENUINELY DIFFICULT
DON’T FORGET TO BE CREATIVE
USE ALL THE DATA
THINK CROSS DEVICE
DON’T FORGET YOUR OWN PROPERTIES
#SMX #14C2 @AlistairDent
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016