WEBINAR - JANUARY 25, 2016

DECONSTRUCTING THE PROGRAMMATIC ECOSYSTEM

KATANA WEBINAR SPEAKERS

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LAURA WUSTHOFFANDREAS ROELLKATANA | EXECUTIVE CHAIRMAN - PRESENTER KATANA | ASSOCIATE MEDIA DIRECTOR - PRESENTER

Why Katana?

Katana provides next genera=on digital media solu=ons via innova=ons in data modeling and adver=sing technologies.

We combine advanced audience data models with highly sophisRcated technology infrastructure to run smarter paid media campaigns.

Unlock media potenAal with smart campaigns

Our campaign packages provide marketers and agencies the ability to reach audiences in unprecedented ways.

Smarter digital adverAsing, smarter results

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WHAT DO PROGRAMMATIC MEDIA TRADERS DO? Media traders buy inventory sold through open exchanges in real-=me.

What is ProgrammaJc?

ProgrammaAc adver=sing uses automated technology to purchase and sell media in real-=me, giving media buyers access to inventory across desktop, display, mobile (web and apps), social media, video and TV.

11.59

25.23

31.87

37.88

US ProgrammaAc Digital Display Ad Spending 2014-2018 Ad Spend in Billions

Source: eMarketer, Sep 2016

2014 2015 2016E 2017E 2018E

17.50

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ProgrammaJc Channels Available

Mobile

NaRve

Banner Video

Audio

TV

Paid Social

Paid Search

x

x

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Truths About ProgrammaJc Media Buying

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ProgrammaAc is NOT arAficial intelligence, and it is not the same as real-=me bidding (RTB).

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ProgrammaAc is NOT made up of remnant inventory. Premium publishers have adopted programma=c with the rise of programma=c direct and private exchanges.

AutomaAon WON’T replace media management because human interac=on is necessary for implementa=on and ongoing management.

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PERSONALITY OF A MEDIA TRADER A media trader must be collabora=ve, agile to learning new plaQorms and invested in paying aRen=on to detail.

Inventory Types

Programma=c has introduced an open plaQorm of integrated tools, and it’s important to apply consistency throughout your approach.

DISPLAY SOCIAL VIDEO MOBILE

AdConductor, AOL, Index, eBay, Sovern, AppNexus, DoubleClick,

Google Display Network, LiveIntent, MicrosoW Adver=sing,

OpenX, PubMa=c, PulsePoint, RightMedia, Rubicon, Yahoo!,

GumGum

Facebook, TwiRer, Instagram, Snapchat

AdapTV, BrightRoll, LiveRail, SpotXchange, YouTube

AppNexus, DoubleClick, Millennial Media, MoPub,

NexAge

Source: rubiconproject.com

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Private Marketplace (PMP)

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Schedule of Events

10am

11am

12pm

1pm

3pm

6pm

QUALIFIED AUDIENCE

Private marketplaces (PMPs) are sites or publishers who don’t have their inventory on open exchanges, but want to sell in a real-=me bidding (RTB) fashion. They will offer different segments of their sites through a PMP.

Instead of being on an open exchange with no pricing floor, they set a minimum price on certain inventory through a demand-side plaQorm (DSP).

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Demand-side pla\orm (DSP): Enables adver=sers to purchase

display ad inventory through real-=me bidding exchanges.

Open exchanges offer inventory publicly in a real-=me bidding fashion (RTB), and

any buyer or seller can par=cipate.

Having control of your DSP ensures transparency, providing insight into how budget is being spent and how campaigns are being opAmized.

CriJcal Elements of Running a ProgrammaJc Campaign

Resourcing and staffing Internal media team knowledge/staffing

Pla\orms (which DSPs are used) Adequate resourcing within the actual DSP

Client has a large enough budget to resource against

Mistakes Brands Can Make With ProgrammaJc

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01. AdverAsers might target larger, broader audiences and spend through budget too fast. You might target a broader audience:

• When implemen=ng a mass reach campaign • To ini=ally gain insight or data on your audience

02. Ensure all campaign items have been ‘checked off’ to ensure nothing is overlooked or missed (which could affect how much budget is spent).

03. Implement proper blocking lists and fences because it’s just as important to run in the right places as it is to not run in the wrong environment (fraudulent sites or clickbait).

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VIEWABILITY

Viewability has been a concern in digital adver=sing, but op=mizing completely for viewability can be harmful to your campaign. This is an important conversaAon to have with clients. For example, if you are entering a

private programma=c marketplace, op=mizing for viewability might make sense for your campaign, but it’s important that your client doesn’t let viewability control decision making in the campaign.

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Different Levers of OpJmizaJon

There are more levers in programma=c display than other channels because there are more inventory sources, but we recommend your team is always looking at 10 different opAmizaAon levers. Some important levers are:

01. 02. 03. 04.

Audience TargeAng (First, Second and Third Party Data)

DayparAng and Day of the Week

GeotargeAng and Geofencing

Frequency Capping

05. Inventory Type

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MYTH: ProgrammaJc is ‘Bad’ Quality

Programma=c inventory was once viewed as ‘remnant’ inventory, but the top publishers now sell inventory programmaAcally because it’s efficient for both adver=sers and publishers.

There is fraud on both site direct and programmaAc, but partnerships with ad tech firms, like Integral Ad Science, can ensure inventory quality.

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TargeJng Technique

HISTORICAL LATITUDE AND LONGITUDE TARGETING You can geofence different places or buildings, and create an audience out of the individuals who visit a specific area X amount of =mes over the course of X days. This granularity gives adver=sers the ability to customize around places instead of just the standard segments.

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WEBINAR TAKEAWAYS: Deconstruc=ng the Programma=c Ecosystem

01. Look at small behaviors that the consumer takes on the customer journey, and make opAmizaAons based on what people are doing leading up to compleAng your campaign’s goal.

02. Your team should be uAlizing Google AnalyAcs, and cross-referencing the data you’re tracking in your pla\orms with on-site data.

03. Limit the impact of fraud or low-quality programmaAc media by applying large-scale analyAcs to standard media opAmizaAon processes.

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THANK YOU!

Contact: letstalk@katana.media 225 Broadway Suite 430, San Diego, CA 92101

AddiJonal Resources

ULTIMATE LANDING PAGE BLUEPRINT FOR LEAD GENERATION

BUILDING AUDIENCE PERSONAS WITH SOCIAL MEDIA ANALYTICS

LOCATION-BASED ADVERTISING IN DIGITAL MARKETING

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