Whether you’re sinking time into manual ad buys, missing audience opportunities with AdWords, or just waiting for a magic bullet to come along for digital ads — this webinar can give you a place to start for programmatic.

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©2019 Hileman Group. All rights reserved.
Programmatic Advertising 101
December 4, 2019
HILE-LIGHTS PRESENTS

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HOUSEKEEPING
• In this 45-minute abbreviated webinar, our goal
is to have this be a lively, interactive discussion,
so please chat your questions throughout the
presentation, and we’ll be sure to answer as
many as we can in the last 10-15 minutes.
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• We’d love to hear from you! If we don’t cover
something, or if your question isn’t answered,
use the chatbot on our homepage at
hilemangroup.com or email
contact@hileman.biz.

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YOUR PRESENTERS
Emily Scandling, Sr. Strategist, Demand
Generation
Karl Schneider, Sr. Inbound Analyst

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1. What Is Programmatic?
2. How Does ItWork?
3. What Does It Look Like?
4. Why Is ProgrammaticValuable?
5. When Should We Run Programmatic?
6. Where Can WeTargetWith Programmatic?
7. Who Can We ReachWith Programmatic?
8. Where Does My Ad Serve?
9. How CanWe Measure Programmatic?
10. KeyTakeaways & Q+A
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AGENDA

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WHAT IS
PROGRAMMATIC?
Programmatic is the means of buying
digital advertising in an automated
fashion.
Programmatic media is often purchased via a Demand
Side Platform (DSP), a platform that allows advertisers to
purchase media through real-time bidding auctions.

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• Programmatic operates on an auction basis known as real-time bidding (RTB), which
occurs within seconds of a website loading.
• Which ad wins the auction and is displayed is reliant on audience targeting.The
advertiser whose ads fit the targeting and has the highest bid wins the auction.
• Programmatic is typically bought on a cost-per-thousand-impressions (CPM) model.
When we purchase programmatic advertising, we set a bid that we are willing to pay
per thousand impressions.
• Pricing varies based on media type being purchased programmatically. For example, a
video ad will be significantly more expensive than a standard display banner.
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HOW DOES IT WORK?

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WHAT DOES PROGRAMMATIC LOOK LIKE?

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WHAT DOES PROGRAMMATIC LOOK LIKE?

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WHAT DOES PROGRAMMATIC LOOK LIKE?
Source: Outfront Media

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WHAT DOES PROGRAMMATIC LOOK LIKE?

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WHAT DOES PROGRAMMATIC LOOK LIKE?

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Several different media types can be run
programmatically.
The majority of programmatic media is
built to drive awareness.
WHEN SHOULD WE
RUN PROGRAMMATIC?

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Location targeting with programmatic is very flexible, allowing advertisers to focus their budget
only on their target markets.We’re able to target by:
• City
• State
• Zip code
• Nielsen DMA
• Geofence (a custom-drawn geographic location, such as a group of buildings or residences)
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WHERE CAN WE TARGET WITH PROGRAMMATIC?

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There are a variety of targeting options available for programmatic media that we can
use in order to reach our target audience, including:
• ContextualTargeting: Target those who are reading content about your product or services
• InterestTargeting: Target those who have specific interests as gathered from their online
behavior, such as gardening, golf or home improvement
• In-Market or IntentTargeting: Target those who are currently in the market for your product
or services
• DemographicTargeting: Target those who classify as a particular gender, age, marital status
or other demographic status
• ABMTargeting: Target employees of specific businesses with programmatic vendors who
specialize in account-based marketing
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WHO CAN WE REACH WITH PROGRAMMATIC?

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There are a variety of options that vary in price and inventory to control which
websites your ad displays upon.
The most common options that Hileman Group uses are:
• Whitelisting: Running ads only on a defined list of sites; this is typically a very long
list, as the inventory isn’t guaranteed
• Blacklisting: Defining sites to exclude and running on all available sites except for
those
• Private Marketplace (PMP) Deal: Inventory that isn’t guaranteed; however, access is
negotiated with either a DSP or a publisher
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WHERE DOES MY AD SERVE?

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The appropriate KPIs to report upon are contingent on the
campaign goal.
• For advertisers who have a brick-and-mortar location, measuring
foot traffic to their brick-and-mortar location may be a fit.
• For advertisers who are focused on brand awareness, we focus on
metrics like impressions delivered to the target audience, click-
through rate, and halo-effect metrics such as an increase in organic
or direct search traffic.
• For advertisers who are using programmatic to supplement lead-
generation efforts, we focus more on landing-page engagement
and conversions.
HOW CAN WE MEASURE
PROGRAMMATIC?

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WHERE DOES PROGRAMMATIC DATA COME FROM?
1st Party Data
Data you own
PROS
• Belongs to your
brand
• Unique
CONS
• May be limitations
terms of depth
scale
3rd Party Data
Data collected
and sold by an
outside vendor
PROS
• Readily available
• Wide-reaching
CONS
• Quality can vary
wildly
• Not unique
• Can be costly

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PROGRAMMATIC GROWTH
$50.00
$45.00
$40.00
$35.00
$30.00
$25.00
$20.00
$15.00
$10.00
$5.00
$0.00
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
40.00%
30.00%
20.00%
10.00%
0.00%
US Programmatic Display Spend (Bn) %Total Display Spend
$17.50
$25.48
$32.56
$39.46
$45.94
2015 2016 2017 2018 2019
U.S. advertisers will spend nearly $60 billion on programmatic display by the end of
2019.
Source: MarTech

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• Over the last two years, AI-assisted programmatic options have captured the
attention of marketers looking to leverage the enormous amount of data.
• Analyzing customer behavior in real-time,AI can help us identify patterns to
unlock: when to present the right ad, at the right time, on the right channel and
device.
• While GDPR has lowered the amount of data being collected, the quality of that
data has improved significantly, helping marketers improve relevance and
overall efficiency.
• 5G networks will not only improve the speed with which all these ad networks
operate, but it will allow advertisers to use higher-resolution creative without
any buffering.
• Outdoor billboards leveraging video in 4k
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PROGRAMMATIC IN
2020 AND BEYOND
Source: MarTech

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• Scalable: Programmatic empowers advertisers to secure placements across a vast
number of sites, eliminating manual negotiations.
• Brand safe: Programmatic features such as whitelisting allow advertisers to exclusively
serve their ads on brand-safe sites.
• Measurable: Programmatic reporting is available just minutes from an ad being served,
allowing advertisers to measure success with their defined KPIs.
• Cost effective: Programmatic DSPs partner with ad exchanges to secure inventory at an
affordable cost, compared to traditional options.
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KEY TAKEAWAYS
PROGRAMMATIC IS VALUABLE BECAUSE IT’S:

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©2019 Hileman Group. All rights reserved.
Questions?

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©2019 Hileman Group. All rights reserved.
Thank you!