With the evolution of programmatic inventory and targeting, ad agencies are looking to real-time bidding as a sizable resource for all kinds of campaigns with diverse KPIs. While RTB has moved beyond the display banner ad, marketers are looking beyond traditional direct response calls to action. How have marketers leveraged programmatic branding and where is its place in the media mix?

1. Programmatic
Branding
Are we Branding yet?
Thomas Moyer

2. Brief introduction

3. Agenda
M&C Saatchi Mobile – agency overview
Where is programmatic Today
Defining programmatic Branding
Programmatic hurdles
Addressing the Media plan
Takeaways

4. M&C Saatchi Mobile -
Agency overview

5. WE ARE MOBILE
SPECIALISTSWe are a full service mobile
marketing agency.
•Strategy.
•Production.
•Media.
We understand mobility and how to build ROI driven solutions that effectively reach
today’s mobile first consumer.
We are experts in developing cost efficient, scalable and measurable mobile
solutions that maximize returns for our clients.
We have experience in leveraging the power of mobile, social and digital media to
build brand awareness.

6. WE ARE TRULY GLOBAL

7. Experience
M&C Saatchi Mobile was one of the first mobile agencies ever launched. We have more knowledge and experience than any
other agency in the market today.
Global footprint
Having 8 international offices and a further 20 M&C Saatchi Group offices ensures we truly understand local markets
intimately.
Agency network
Although we are a mobile agency we understand that a number of our clients require a multi-channel approach. Being part of a
world class multi-channel agency allows us to not only keep up with other areas within media but to also lean on the other
agencies as and when required.
Strategic insight
We have invested heavily into strategic resources with specific expertise in mobile. We also have the support of over 60
communication planners from the M&C Saatchi Central Strategy Unit.
Full service experience
So that our clients can have one partner that they can rely on to cover it all : Strategy + media planning and buying, tracking and
optimization, reporting + creative.
We Are different

8. Where is
programmatic today

9. “ROIs have increased as much as 6 times” using programmatic buying”
– Bob Arnold, North America Digital Media & Strategy Lead (Google, formerly
of Kellogg)
We had very specific qualitative and quantitative goals. It’s blown
through all of them”
– Jeff Holecko, NA Media Manager (Kimberly Clark)
“I am hearing more and more marketers say, ‘I want to spend my money this way,
so you’d better get on this train – agencies, publishers, technology partners -
because it’s leaving the station, with or without you.“
– Joanna O’Connell, Director of Research (AdExchanger)
What are people saying?
The automation of premium media sales is inevitable and long overdue…media
companies have little choice but to embrace programmatic premium advertising...”
– Andrew Frank, VP (Gartner)

10. What are the stats saying?

11. What are the stats saying?

12. Mobile Campaign Objectives
*IAB and Ovum
survey 2013

13. Overall branding vs Dr split

14. Defining
programmatic

15. Defining what they are?
•Reach & Frequency of target audience
•Qualified engagements
•Rich Media interactions
•Clicks
•Views/Awareness
•Completed views (Video)
•GRPs
Setting branding goals
•Reach desired target audience
•Engagement with ad unit
•Engagement with site post ad exposure
•Primary or secondary metric
•Consideration studies delivered programmatically
Defining Branding KPI’s

16. Video Digital GRPs (Tube Mogul)
•Translating traditional television ratings (GRPs) to online Digital GRPs
•1GRP = 1% of people in target population
Defining Branding KPI’s

17. Branding can be
•Outbound Mobile/Video/Rich Media units that drive ad based
engagement:
• Promoting television programming
• Awareness of event or promotion (e.g. Roadshow,
Sponsorships, Contest, Giveaway, etc…)
•Accountable site side engagements as the primary KPI:
• Engagement with products (e.g. clothing, electronics,
mobile devices, etc…)
•Support DR efforts with branding as a secondary KPI
Ads & Site Side Branding
These kinds of campaigns allows advertisers to leverage software to execute digital marketing
campaigns across ad exchanges programmatically – Programmatic Branding

18. Branding – product
influencing
User clicks
banner
Product landing
page
Subpage
Visits

19. Branding – Ad engagement
Ocean Spray Drives Awareness for New Diet Line
with Engaging Mobile Creative – Millennial Media
(Case Study)
“Ocean Spray is one of the most iconic beverage brands in the country,
and our goal was to create similar fanfare for our ‘Diet’ line.
The campaign proved successful with an incredible ad unit expansion
rate of 15.65% and an average of 12.7 seconds spent within the ad
which exceeded our expectations.
By reaching our core consumers on-the-go, we positively strengthened
their relationship with our brand and reached them at times when they
were more likely to purchase the product.”
Christina Lynch, Senior Marketing Manager, Ocean Spray

20. video branding
Quick Service - McDonalds
Automotive - Infinity
*Brightroll Case Studies

21. Programmatic
Hurdles

22. Potential Hurdles to
programmatic

23. Potential Hurdles to
programmatic
Agency Side
•Programmatic competency
•Positioning
•Advising relevant solutions that are in line
with client's stated objectives
•Ability to get to root and satisfy the
questions the client has about how
programmatic buying works
•Setting realistic expectations of
programmatic in the holistic media mix
Brand Side
•Digital marketing proclivity
•Priority of programmatic in organization
•Test budget tolerance
•Preconceived notions of the value of
programmatic (direct response vs.
branding)
•Perceived time it would take to learn

24. Potential Hurdles to
programmaticGetting the real scoop from Full Service partners
•You will find most every vendor pitch to be very similar (no matter what they are selling), so
make sure you are asking the right questions. A more informed buyer can make a much
more productive test.
agencies and brands going solo with a DSP
•For agencies taking their programmatic practice in-house, make sure you understand the
technology you are investing in. Not all platforms are created equal and some are far better
than other for particular ad verticals.
•Having the right competencies is essential in both infrastructure and campaign execution.
•Consider the cost/benefit ratio of investing in tools such as DMPs, data, and other
infrastructure.

25. Addressing the
media plan

26. Mobile & Tablet Growth
Mobile & Tablet devices accounted for 55% of Internet usage in the United States in January 2014, the
first time this has happened.
New Video Metrics
Digital GRPs (TubeMogul) are translating traditional television metrics to online.
Growing Rich Media/Display Units
Rich Media is growing in scale as more exchanges adopt standard ad units. Rich Media is especially
valuable in display branding and mobile web/app.
Social Media expansion
Facebook has had clear success becoming a mobile first company pioneering FBX. But what about
Twitter X? Pinterest? Tumblr?
understanding the value

27. Tracking / Attribution
Tracking the events that make up the path to conversion allows us to develop a clear understanding of
the media channels, partners, creative etc. that are performing best.
Optimization
Based on tracking data we optimize the campaign by shifting budgets towards the media channels and
tactics that are performing best.
Test, learn, and Scale
Continue to test new sources of inventory (partners), creative, tactics etc. Based on best performing
channels and tactics to achieve volume goals.
Ongoing Insights
Analyze campaign results and user value and recommend changes that can be made to the media or
creative strategy to enhance performance. Let your data do the talking!
Strategy defines the
Execution

28. Standard Open Auction
This is an open auction with unreserved inventory.
Invitation-Only Auction (private marketplace)
This is unreserved inventory sold on an invitation based auction.
Unreserved (Fixed Rate)
This is unreserved inventory sold on a 1-1 basis at a negotiated fixed rate.
Programmatic Direct
Reserved inventory bought on a 1-1 basis. Negotiated at a fixed rate
All can be used to buy “branding” inventory!!
Buying Programmatic

29. Social Media
Exchanges
Display
Radio
Online Video Mobile
Television
Exchanges
rich media
Where
can you
find
branding
inventor
y?

30. Where
can you
find
branding
inventor
y?

31. Final takeaways

32. Programmatic itself isn’t a
strategyWhat IT is not…
•Have the inventory on every site/placement
•Provide a substitute to all types of media buying
•Appropriate for every kind of branding campaign
•A magic wand to solve other campaign deficiencies (i.e. Non-
optimized mobile sites, bad creative, or timing for scale)
What it is…
•Powerful tool to target your audience
•Powerful tool to scale your online efforts cross channel
•A complement to current media efforts
•Provides real-time and efficient control of your campaigns
•On demand inventory

33. Programmatic branding is
hereProgrammatic branding is used
today to:
•Address advertiser’s target audience in real time
•Drive more accountable branding initiatives with real time insights
•Finding “Look A Like” audiences to expand the reach of existing campaigns
•Target users across Display, Mobile, Video, Social, etc…
•Complement traditional and I/O based media mix
•Give real time control to advertisers and allowing them to throttle
campaigns instantly

34. Questions??

35. Thomas.moyer@mcsaatchimobile.
com
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