Presentación Sergio Grinbaum - eCommerce Day Montevideo 2016
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La publicidad programática permite mostrar la experiencia correcta a la persona correcta en el momento correcto a través del uso de tecnología para comprar espacios publicitarios y audiencias de manera automatizada y en tiempo real. Esto permite crear mensajes personalizados y segmentar audiencias de manera más inteligente que la publicidad tradicional, resultando en una mayor eficiencia y ahorro de costos. Cada vez más, la publicidad de todos los medios se integrará a través de sistemas programáticos.
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Presentación Sergio Grinbaum - eCommerce Day Montevideo 2016
- 8. PARA MOSTRAR LA EXPERIENCIA CORRECTA, A LA PERSONA CORRECTA, EN EL MOMENTO CORRECTO PERSONALIZACIÓN AUTOMATIZACIÓN TIEMPO REAL Es la tecnología que se encuentra detrás de
- 9. EL USO DE TECNOLOGÍA PARA PUBLICIDAD MÁS INTELIGENTE PROGRAMMATIC
- 10. ¿QUÉ HACE QUE LA PUBLICIDAD CON PROGRAMMATIC SEA MÁS INTELIGENTE ? Publicidad Tradicional Publicidad con Programmatic
- 11. Publicidad Tradicional Publicidad con Programmatic COMPRA ESPACIOS+AUDIENCIAS COMPRA DE ESPACIOS
- 12. MENSAJES ÚNICOS+PERSONALIZADO S UN SOLO MENSAJE Publicidad Tradicional Publicidad con Programmatic
- 13. COMPRAS POR RESERVA+SUBASTA COMPRAS POR RESERVA Publicidad Tradicional Publicidad con Programmatic
- 16. 32% Inversión ahorro de tiempo Operación > Segmentación avanzada > Mensajes personalizados > Algoritmos automáticos > Control en tiempo real > Automatización > Reportes centralizados > Proceso de campaña integrado (Planeación, Creación, Compra y Medición) ¿Cuál es el impacto? EFICIENCIA CPA 33% Fuente: (1) Adding Data, Boosting Impact, BCG Research, September 2014 (2) Efficiency and Effectiveness In Digitat Advertising: Cuttin Complexity, Adding Value, BCG Focus, Mayo 2013.
- 17. Por eso Programmatic es hoy $14.2B 55%31% inversión en video y display a través de programmatic durante 2015 en todo el mundo de la compra global de display y video se hizo de forma programática durante 2015 Es la tasa de crecimiento anual esperada de video y display con programmatic advertising en Latinoamerica de 2014 a 2019 REALIDAD Fuente: Datos en USD, MAGNA GLOBAL Sept. 2015 Programmatic Forecast
- 18. Y la verdad es que... PROGRAMMATIC NO SÓLO SE TRATA DE DIGITAL
- 19. TODO TIPO DE PUBLICIDAD SE HARÁ A TRAVÉS DE PROGRAMMATIC RADIO TV EXTERIORES PANTALLAS EN PUNTO DE VENTA MÓVIL TV DIGITAL TABLETS
- 20. SER PARTE DE ESTO? ¿CÓMO PUEDO
- 21. INTEGRACION DE PAUTA PUBLICITARIA A TRAVES DE PROGRAMATICA USO DE ALGORITMOS 1 UNA SOLA VISIÓN DEL USUARIO 2 INTEGRACIÓN CON DIFERENTES MEDIOS 3 ALCANCE 4 MEDICIÓN Y CONTROL 5
- 22. EN CONCLUSIÓN
- 23. DISEÑA CREATIVOS RELEVANTES E INTERACTIVOS SEGMENTACIÓN DE AUDIENCIAS ❏ Demographic ❏ Geographic ❏ Contextual ❏ CRM ❏ Affinity ❏ In-market ❏ Remarketing ❏ Similar audiences ❏ Dynamic ads ❏ Ad externsions ❏ Google Maps ads ❏ Google Play app install ads ❏ Rich Media ads ❏ Video ads 21 54 AUTOMATIZA TAREAS 3 MIDE DE ACUERDO A OBJETIVOS Y OPTIMIZA6 ❏ Brand Lift ❏ Reach and frequency ❏ Visualization ❏ Assisted conversions ❏ Conversions ❏ Cross device conversions ❏ Attribution models INTEGRA TODAS LAS COMPRAS DE MEDIOS ❏ Channels- search, display, video ❏ Screens - desktop, mobile, tablet ❏ Types of buys– RTB and reserve MAXIMIZA EL ALCANCE ❏ Auto tagging ❏ Dynamic ads ❏ Auto bidding ❏ Automatic segmentation ❏ Automatic campaigns ❏ Automatic keywords ❏ Automatic remarketing lists MEJORES PRÁCTICAS DE PROGRAMMATIC ❏ Mobile ❏ In-App ❏ Google Play ❏ Display ❏ Gmail ❏ Youtube Masthead Ads ❏ Youtube True View Ads
Notas del editor
- DEFINITION OF PROGRAMMATIC And we get programmatic advertising Programmatic Advertising is the usage of technology for a more inteligent advertiserment – an advertising that is more personal, more automated and executed in real time.
- PROGRAMMATIC ADVERTISING VS TRADITIONAL ADVERTISING But which tecnhology? What makes programmatic advertising more inteligent? Let’s compare Programmatic Advertising with Traditional advertising
- PROGRAMMATIC ADVERTISING VS TRADITIONAL ADVERTISING – BUYS SPACES VS BUYS SPACES+AUDIENCES While in traditional advertising, you buy spaces, for example, you might buy an ad in Vogue.com because your target are women interested in beauty and fashion content, and as such, there is a high probability that they visit Vogue.com and as a consequence are impacted by your ad. With programmatic advertising, you have the possibility to continue buying spaces, but also to use data about audiences (demographic data, psychographic data, behavioral data) or even contextual data (location, time of day, day of week and device) to segment your target, decreasing significantly your dispersion and increasing the probability of reaching your target.
- PROGRAMMATIC ADVERTISING VS TRADITIONAL ADVERTISING - UNIQUE MESSAGE VERSUS UNIQUE+PERSONALIZED MESSAGES While in traditional advertising, you are restricted to a unique message that is the same for all users. With programmatic advertising, you have the possibility to communicate one unique message, but also the possibility to configure different messages to different audiences – if it is a woman or a man, if the person is interested in buying a new car or a used car, if the user is on mobile or desktop, it the user has visited your website/app and as such knows your brand and/or products or never visited your website/app and as such does not know your brand and/or products. Think about how different messages could appeal to different audiences. You also have the possibility to use dynamic ads that are customized automatically to different audiences based on real time signals. (An example here is Dynamic Remarketing).
- PROGRAMMATIC ADVERTISING VS TRADITIONAL ADVERTISING – RESERVED VS RESERVED + AUTOMATED BUYS While in traditional advertising, all media buys are reserved, meaning you buy upfront from publishers a fixed amount of impressions. With programmatic advertising, you continue being able to do reserved buys because it might make sense for you guarantee that your ads show on a certain placement, but you also have the ability to do auction buys, where instead of buying a fixed number of impressions, algorithms will decide impression by impression which to buy based on how valuable that impression is in order for you to maximize your objective – being that objective visibility or conversions. You simply set what the objective you are trying to accomplish and the algorithm does the work for you.
- PROGRAMMATIC ADVERTISING VS TRADITIONAL ADVERTISING - PROFESSIONALS VERSUS MACHINES OPERATED BY PROFESSIONALS While in traditional advertising all media management is done by people - contacting publishers, sending RFPs, searching for avails or negotiating, transfering the ad assets, doing the billing – with programmatic advertising all these manual tedious tasks are outsourced to machines, allowing you to gain time and reinvest it in tasks of more strategic value such as innovation, strategy or creativity.
- PROGRAMMATIC ADVERTISING VS TRADITIONAL ADVERTISING - FRAGMENTED VERSUS INTEGRATED While in traditional advertising, all media management is fragmented because you negotiate and buy media publisher by publisher and receive siloed reports. With programmatic advertising you consolidate all your media buys on one unique platform. What are the advantages? You gain a consolidated and comparative view of your media spends which makes it easier for you to spot on what is working and adjusting your media mix. On the other hand, by integrating all your media buys on one platform, that saves you time as you only need to operate with one unique tool versus many tools at the same time.
- PROGRAMMATIC IMPACT What is the impact of Programmatic advertising? Efficiency from 2 sides; From one side > Higher efficiency on your media investments – Because as we saw before, you have the ability to deploy more advanced segmentations, use personalized messages, use algorithms to determine which impressions to buy and make real time adjustments to your buys to ensure you are reaching your objectives. In fact, according to a BCG study, when more sophisticated segmentation strategies are deployed, advertisers observe a decrease in cost per acquisition of on average 32% On the other hand > Higher efficiency on your operation due to time savings – Because as we saw before, with programmatic advertising tedious tasks are automated, you have a centralized reporting, and all campaign workflow (Planning, Creating, Buying and Measuring) is integrated in a unique platform. In fact, BCG on another study concluded that when advertisers opt to manage all their media through a single platform they see time savings of on average 33%. Sources: 1Adding Data, Boosting Impact, BCG Research, September 2014 2Efficiency and Effectiveness In Digitat Advertising: Cuttin Complexity, Adding Value, BCG Focus, May 2013
- PROGRAMMATIC MARKET SHARE That is why programmatic advertising is no longer just a trend of the future but a reality, even in Latin America. According to MAGNA Global; In 2015, $14.2 billion dollars of online display and video advertising was already transacted programatically globally. In 2015, 31% of online display and video advertising is already bought programatically globally. This share doubles to 60% when you only account for display Latin America, will grow programmatic buying by 55% until 2019. This number doubles to more than 100% when you only account for display. Sources: MAGNA GLOBAL Sept. 2015 Programmatic Forecast * Programmatic penetration equals the share of total display and video spend that is executed via programmatic methods.
- PROGRAMMATIC VISION And the truth is programmatic is not only about digital
- PROGRAMMATIC VISION In the future all advertising will be transacted programatically and that includes TV, Radio and even Out of Home Billboards. On the right side, we have the different types of devices– Smart TV, Desktop, Mobile and Tablet. Today , programmatic advertising is already present in all these different devices. On the left side, we have the different mediums – radio, linear tv, out of home billboards and point of sale screens. Today programmatic advertising is still not present in these mediums, but the vision is that in the same way that programmatic is present on the different types of devices, it will be available in the different types of mediums. Basically where digital goes, programmaic will follow.
- INVITE AUDIENCE TO MANAGE ALL MEDIA PROGRAMATICALLY How can you be part of this?
- WHY GOOGLE? GOOGLE COMPETITIVE ADVANTAGES AS A PROGRAMMATIC PARNER That is when Google comes in. Google is a pioneer in programmatic advertising solutions and the one stop shop for advertisers who want to manage all of its media programmatically through its two solutions AdWords and Doubleclick It might be surprise for you that I am stating here AdWords as a programmatic solution. In fact AdWords was born programmatic with Search. If you think about the programmatic advertising definition as we saw before, the usage of technology for a smarter advertising to reach the right user, at the right time with the right message – search has always been programmatic. Doubleclick on the other hand, a Google acquisition of 2007, you might already be aware that is one of Google’s programmatic solutions We will talk in a moment about the differences among the 2 platforms. But let's talk now about what they have in common. Being from Google! And the strengths of Google as your programmatic partner is due to 5 different factors - Google algorithms, ability to have a unique view of the user, ability to integrate all media buys – Search, Display and Video – our massive reach that enable you to impact nearly all Internet users – and our advanced controls and measurement features.
- WRAPPING UP
- PROGRAMMATIC CHECK UP How much are you implementing Programmatic Best Practices?