12:05PM Sacha Berlik - 5 Ways programmatic will evolve globally (and already did)
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The document discusses 5 ways that programmatic advertising will evolve globally and has already started changing. It predicts that advanced TV will receive larger budgets. It also mentions that offline sales attribution will improve and advertising will become better and more immersive. Additionally, it discusses the rise of programmatic guaranteed deals and bringing your own algorithms to the marketplace through weather triggers, custom audience algorithms, and performance ad networks. The document is authored by Sacha Berlik who is the Managing Director EMEA at Cognitiv.
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12:05PM Sacha Berlik - 5 Ways programmatic will evolve globally (and already did)
- 1. 5 Ways Programmatic Will Evolve Globally ( And Already Did)
- 2. 1. Advanced TV will start getting real budgets.
- 3. 2. Offline sales attribution
- 4. 3. Advertising gets better (and more immersive)
- 5. 4. The rise of Programmatic Guaranteed
- 7. Weather triggers (Weather Channel and IBM Watson) Custom audience algos (Cognitiv) Performance ad networks BYO Algo The algorithm marketplace
- 8. THANKS A LOTI am Sacha Berlik, MD EMEA, #Sacha_Berlik AND SEE YOU SOON!
Editor's Notes
- OTT stuff-Consumers have moved, why hasn’t the media spend? + Consumers have already moved to CTV/OTT + Average home has 10 devices. When 4 people = 18 devices. Source Comscore. Comscore Total Home is super interesting. + Measurement is challenging – but getting better = Nielsen just broke out Metrics for Aplle TV, Roku and other devices + DSP´s are good at solving fragmentation: Playstation (PS4, PS3) and some Nintendo Wii U, in addition to standard smart TVs and devices (Roku, Apple TV, Amazon Fire TV, etc.). + And finally: How does AT&T is betting their whole future on Adressable TV (Time Warner deal)
- + The majority of programmatic campaigns have the following goals: Viewability/CTR;CPC/Reach/CPA (last click & View) + Last view attribution rewards the cookie bombing game. It’s not what ad or series of ads changed the consumer’s mind. It’s just the last cookie in the door. The result? High frequency of ads. + What´s possible now: Pet food brand spends shopper marketing budget at store and location level Ties digital campaign spend to store ID Uploads indexed store sales data to DSP (100 = average) Sets campaigns to weight dollars towards struggling stores
- + How do we continue to improve the user experience? + You need a broader range of creative assets. 300 x 250 and 728 x 90 is not your 100% plan anymore. It’s much more detailed. + How do we strike the right balance between brand recall and brand rejection? + Good example: Spotify: How do we strike the right balance between brand recall and brand rejection?
- + able to buy media all on one platform in the same place and why that’s a good thing. Blend of guarantee and reserve vs. spot market. + Unified auction arrived quietly in 2016 + Great news more premium inventory – all is available + more price floors & prices got up by 28% + challenges for agencies: Who does what? Openmarket & PMP = TD// PG? = Digital Buyer or TD?
- + Weather Triggers (Weather Channel /IBM Watson) + Custom Audience algos (Cognitiv) + Performance Adnetworks + BYO Algos