What's Next: Programmatic Marketing
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Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
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What's Next: Programmatic Marketing
- 2. Welcome DAYOAN DAUMONT PARTNER OGILVY CONSULTING ERIC BADER PARTNER DIGITAL STRATEGY OGILVY CONSULTING LAURIE CLOSE CONSULTANT OGILVY CONSULTING
- 3. Tell us where you are dialing in from! What’s the weather like in your city?
- 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
- 5. Agenda The “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance. Some basics of media planning & buying • What advertisers pay for • Overview of Media Owners & Platforms • Evolution from traditional/analog to digital/automated Introduction to programmatic • Roots in technology allocations • Benefits • Data & Targeting • Pricing
- 6. Programmatic is a revolution …not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimization and personalization that transforms roles, data collection, tech stacks and performance results for any sized business.
- 7. Programmatic is a revolution The optimal use of programmatic is to combine data, technology and creativity to help brands and companies thrive in the future era of marketing.
- 9. • Simultaneous, not fragmentsReach • Waste reduction • In-market prospects • Viewability Precision • 3rd party verification • Transparency Brand Safety • Media ROI • Business Results Outcomes • Specific audiences of people • Passions Interest • People who’s opinions are valued by othersInfluence What advertisers pay for !9
- 10. • Simultaneous, not fragments Reach • Waste reduction • In-market prospects • Viewability Precision • 3rd party verification • Transparency Brand Safety • Media ROI • Business Results Outcomes • Specific audiences of people • Passions Interest • People who’s opinions are valued by others Influence What advertisers pay for !10 INVESTMENTS PERFORMANCE
- 12. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” 19th century Philadelphia retailer John Wanamaker* * He probably never said this
- 13. The world of marketing has changed !13 awareness interest consideration purchase opinions advocacy community PERSUASION INFLUENCE MARKETER GENERATED USER GENERATED Consumer control of media is transforming marketing…
- 14. Changes create opportunities for marketing performance !14 New opportunities to connect to consumers DIGITIZATION OF MEDIA CHANGES IN CONSUMER BEHAVIOR PROLIFERATION OF TOUCHPOINTS GAME-CHANGING CONSUMER INSIGHTS UNIQUE CREATIVE OPPORTUNITIES VALUABLE CONTENT EXPLOSION OF DATA
- 15. The new opportunities in media and marketing are performance-driven !15 Traditional Marketing Digital Marketing Cost-per-audience Cost-per-result Mass Targeted Optimized reach Optimized outcomes Advertising only Paid, earned, owned Ratings Data Consumer and results data Principles From To
- 16. From traditional to addressable marketing !16 Traditional Media Users see same ad regardless of their interests. Programmatic Media Users see different ads based on data regarding their interests.
- 17. Unprecedented capabilities for finding and reaching audiences !17 Programmatic enables addressable marketing
- 18. Best time in history to be investing in marketing Automation Complexity has completely outstripped human capacity Targeting Data-driven control over wastage Customer Lifetime Value (CLV) Higher-order goals tied to revenue and success Variable Marketing 80/20 customers accounting for profitability.
- 19. The road to programmatic and marketing performance
- 20. Digital media evolution Portals & Search Ad Networks Programmatic 1990s 2000s 2000s
- 21. Programmatic automates the entire marketing cycle Attention Finding receptive audiences that will pay attention and respond to your ads. Efficiency Reforming inefficient processes to save you time. Cost Savings Reducing media waste to save you money. Performance Delivering data-driven reach, efficiencies, multiplier effects and optimization that outperforms other marketing
- 22. And programmatic transforms media buying Managing Segments: Understand all audience data and use it to maintain segmented audience lists of addressable prospects. Identifying Inventory: Locate the inventory that's the most likely to get prospects to take action among all the billions of available impressions. Brokering Transactions: Determine the price of the inventory to be acquired and, if the price is right, purchase the inventory. Ad Serving: Show ads in the right format and size across all the inventory that's been acquired. Measurement: Measure results after audiences are exposed to digital ads. Compare what happened to the goals that were set. Optimization: Determine what, if anything, needs to change in order to get better results in the future. Make the necessary changes and repeat. 1 2 3 4 5 6
- 23. Summary benefits of programmatic Outstanding performance Delivers new customers, not the ones you already have Integrated proprietary data & delivery
- 24. Automation has revolutionized marketing DATA INTELLIGENCE TARGETING OMNICHANNEL OPTIMIZATION
- 25. 3 Pillars of automated marketing Data Sources 3rd Party Data CRM Database Website Activity Social Activity Promotional History Offline Channels Custom Models & Segments Transactional Data Agency/Partner Data Demo & Psychographics DMP Build Target Audiences Refine & Optimize Analyze Results DSP Display Video Social Mobile TV DMP DSP Price Discovery & Negotiation + Workflow & Delivery
- 27. Programmatic technical flow BIG DATA LAYER: Real-Time Data Acquisition Platform (DAP) REAL-TIME AUDIENCE LAYER: Persona- Centric Data Management Platform (DMP) Real-Time Audience Activation ShareGraph Intelligence Engine Audience Insights & Analytics DMP Anonymous Digital Persona Data Store Real-Time Web Audience Stack Po.st Sharing Tool Real-Time Social Stack Po.st URL Shortener Real-Time Mobile Audience Stack Mobile Software CRM Data Importer 3rd Party Data Importer DELIVERY LAYER: Omni-Channel Demand-Side Platform (DSP) Display DSP Mobile DSP Video DSP Social DSP In-App Push Marketing Automation APIs Performance Feedback
- 28. Know your data
- 29. Mindset targeting Realtime emoji use on Twitter • Mastering personalization • Connecting with people based on their expressed sentiment • Delivering something relevant in an emotional moment. • Harnessing individual cues creates meaningful interactions.
- 30. Automated buying through software !30 RTB buying inventory from exchanges through online auctions Private Exchange publisher restricts auction to select buyers/advertisers Direct buying guaranteed and also proprietary premium ad impressions from specific publisher sites
- 31. Dynamic optimization Test multiple combinations of components Identify the best performers related to campaign’s KPI Optimize the campaign
- 32. Pricing Body Level One • Body Level Two – Body Level Three • Body Level Four – Body Level Five Body Level One • Body Level Two – Body Level Three • Body Level Four – Body Level Five $3-15 Programmatic Low visibility and high reach Standard banners $16-25 Run of Site Banners or Pre/Mid Roll Videos Social Ads as well as videos $26-50 Site Direct, Super Premium Content. High Impact/Rich media High end is extremely premium: CBS pre-roll video during World Series.
- 33. Pricing comparisons $59 $50+ $19 $10 $1.72 $5 Google AdWords Search Campaign Average Cost Per Action (CPA) Google AdWords Search Campaign, Highly competitive industries Average cost per action on Facebook Ads Typical CPM Facebook Average cost per click Facebook Typical CPM Instagram $0.58 Average cost per click Google Display Network
- 34. Programmatic spending by channel !34 84% Display 60% Mobile 58% Video 32% Social 26% Search 8% TV
- 35. Programmatic-influenced marketing funnel STAGE 1 Display, programmatic, social STAGE 2 Marketing Automation STAGE 3 Database Segmentation Re-marketing Lookalike targeting Customers Known visitors Unknown visitors CONVERSION
- 36. Questions?
- 37. Thank you.