1.
Presentation to
Finance Marketing
Summit
22 September 2016
Version 1

2.
PASCAL
WINKLER
Brand and Digital Strategist
Head of Connect at The Hallway
Pascal is a senior marketing
strategist, and in his 12 years in
the Australian market has
worked across HSBC, Westpac,
BT Financial, Bankwest and now
ANZ.
Pascal joined The Hallway
earlier in 2015 as Head of
Connect, leading the agency’s
PR, social media, programmatic
media, search and email
marketing offering. As an
agency that was built on a

3.
PROGRAMMATIC
SEEING THE WOOD FOR THE TREES

4.
© 2016 THE HALLWAY
PROGRAMMATIC?!

5.
Automated,
algorithmic media
buying, enabling
pinpoint accuracy of
people-based
targeting with

6.
PROGRAMMATI
EFFICIENCY
EFFECTIVENES
CONTROL
REAL TIME
INSIGHTS

7.
Magna Global Programmatic Intelligence Report - September 2015

8.
PROGRAMMATIC IS A BIT LIKE
EVERYBODY’S TALKING

9.
OF MARKETERS SAY THEY ARE ‘NOT
SURE HOW TO EFFECTIVELY IMPLEMENT
OR ANALYSE ATTRIBUTION TRACKING’.
41% AdRoll survey Feb 2016

10.
TRYING TO SEE THE PROGRAMMATIC FOREST…TOO MUCH
TALK
NOT ENOUGH
FOCUS

11.
© 2016 THE HALLWAY
3 FOCAL POINTS TO
MAKE PROGRAMMATIC
FLY

12.
© 2016 THE HALLWAY
SWEAT THE
CREATIVE

13.
PROGRAMMATIC

14.
WHO NEEDS

15.
INPUT: OUTPUT:

16.
5%

17.
RELEVANCY BECOMES A

18.
© 2016 THE HALLWAY
THE SINGLE
GREATEST
ROI UPLIFT
OPPORTUNITY
PAUL SINKINSON,

19.
© 2016 THE HALLWAY
PAUL SINKINSON,

20.
© 2016 THE HALLWAY
THE PROGRAMMATIC
BEARHUG

21.
DATAMEDIA
CREATIVE
TRADITIONAL
MODEL
time lag
time lag time lag

22.
PROGRAMMATIC
DATAMEDIA
?
CREATIVE
real timereal time
real time

23.
MEDIA THINKING
CREATIVE
THINKING

24.
© 2016 THE HALLWAY
THE USER EXPERIENCE

25.
FOCUS ON

26.
LET’S MAKE THE

27.
STOP BORING
THEM…

28.
OUR
BRAINS
CRAVE
NOVELTY
.
SURPRIS
E IS OUR
MOST
POWERF
UL TOOL.

29.
CONTRO
USE PROGRAMMATIC

30.
© 2016 THE HALLWAY
CASE STUDIES

31.
GOOGLE (AUSTRALIA)

32.
MASTERCARD (ASIA)

33.
THE ECONOMIST (UK)

34.
© 2016 THE HALLWAY
THANK YOU
PASCAL.WINKLER@THEHALLWAY.COM.AU