George Frangakis, Managing Director of ForestView, took the stage at the AllThingsPerformance conference in Athens and showed the Programmatic way of doing things for better results.
9. RTB = Real Time Bidding
Technology that enables you to trade display advertising inventory
- in real-time
- on an auction basis
- Impression-by-impression = Person by person
10. Data
Affecting the valuation of each impression
Do we want to bid on this person?
11. “Programmatic buying is the process of executing media
buys in an automated fashion through digital platforms
such as: exchanges, trading desks, demand-side platforms (DSPs)
and supply-side platforms (SSPs).
Automation
of media buying and selling
(through technology)
21. Cross Screen Optimization
- Sequential messages across screens
- Extend desktop segments across
mobile and vice versa
- Reduce wastage by frequency capping
22. Programmatic Marketing
Relevant advertising messages: to people who actually see them,
to people that have value, because you choose to engage,
$ $ $ $ $ € € € € €
lead to increased engagement,
reduce advertising wastage
and increase conversion rates