The document discusses The Economist's approach to programmatic advertising. It notes that while programmatic is still in its early days, with only 23% of marketers understanding and using it, it provides benefits like improved audience targeting and advertising efficiency. The Economist aims to embrace these benefits of programmatic while maintaining a premium, brand-friendly environment through its private marketplace. The document includes a case study example of how The Economist was able to successfully target new cable subscribers for a news channel client using its programmatic capabilities.

1. Audra Martin
VP, Digital advertising
Digital Publishing Summit Europe
June 4th 2014
The Economist’s
Approach to
Programmatic

2. Why would we want to go programmatic?
SUPPLY & DEMAND

3. And the market is still maturing…
EARLY DAYS
Only 23% understand
programmatic and use it to
execute campaigns
From AdAge article: http://adage.com/article/digital/programmatic-buying-a-mystery-marketers-ana/292391/.
Source: ANA/Forrester survey

4. And lots of fingers in the pie
FRAGMENTATION
Credit: Terence Kawaja at Luma Partners
Marketing spend increases,
but publishers see less

5. So where is the upside?

6.  Audience targeting is
key for marketers, and
is only more scalable
with programmatic
 Order processing more
efficient
 Programmatic budgets
are growing
Efficiencies are ready to be embraced
Chart source: eMarketer
BENEFITS

7. Case study: Premium programmatic at work
Problem: New TV news channel wanted to break into a very specific US
market. They felt we had good representation of their target audience, but only
had programmatic budgets to spend
Their proposed solution: Programmatically all target new cable customers
TEG successful solution: Focus on NEW cable subscribers across Ideas
People Media network, to leverage large formats and then re-message on
select news sites outside the network to keep focused news state of mind. For
this we needed data, scale, large formats, and the right environments.
Programmatic made it achievable
Result: The Economist Group was the only successful partner in the campaign
in helping the client grow awareness and viewership in their new market, which
led to increased spend.
CASE STUDY

8.  Opening up to
relationships with trading
desks
 Additional solutions in the
portfolio
 New expertise supports
existing sales team
Where we’re playing: Premium efficiency at scale
Image credit: http://www.isubwebdesign.co.uk/
ECONOMIST APPROACH

9. Private Marketplace
+ Benefits of safe environment
+ Brand-friendly formats
=
The Economist’s premium programmatic
approach
SUMMARY

10. Questions?

11. Thank you
The Economist’s Approach to
Programmatic
Audra Martin
Vice President, Digital advertising
@audrainlondon
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