Peter O'Sullivan from Quantcast's presentation from the Digiday Brand Summit in Deer Valley, UT - December 8, 2015.

1. The Programmatic
Branding Revolution:
Setting Your Team Up For
Success
Peter O’Sullivan
Senior Director, Western Region
@Quantcast

2. MEASURE
About Quantcast ADVERTISE
We help you advertise
to your ideal target
audience with
customized solutions
for every partner.

3. 3© 2015 Quantcast Confidential
“The biggest takeaway from this campaign is that
programmatic does work for branding campaigns. A
lot of people just think programmatic is for direct
response. Tactically, the market has evolved over the
last 12 months.”
Gawain Owen
Digital Lead, Nestlé

4. Programmatic is moving up the funnel
Premium Formats
Lead the Way
marketers expect to
increase in programmatic
spend for branding by 2017
VIDEO HIGH-IMPACT
37%

5. 5
Brands see distinct benefits
Opportunity to leverage first-party data
Higher return on investment
Opportunity to leverage third-party data
Increased efficiency
Reduced overall advertising costs
Ability to optimise and target the right audience in real time
Ability to build effective cross-device campaigns
Greater data and insights to understand my customer
Ability to achieve scale
Reduce time to launch campaigns
64% 33% 3%
58% 36% 6%
56% 36% 8%
52% 32% 15%
52% 44% 5%
49% 45% 6%
49% 42% 9%
48% 45% 8%
45% 51% 5%
45% 40% 15%
0% 20% 40% 60% 80% 100%
Major benefit
Minor benefit
No benefit

6. Still, barriers remain…
6© 2015 Quantcast Confidential
Complexity of marketplace
Lack of transparency
Data privacy concerns
Difficulty proving return on investment
Lack of good quality data
Lack of know-how
Measuring engagement and brand uplift
Brand safety issues
Ad fraud
23%
23%
18%
17%
16%
14%
14%
13%
12%

7. Key Takeaways
HUMAN-FIRST
ORIENTATION
CREATIVE +
PROGRAMMATIC MEDIA
CREATIVE LEADS
THE WAY
"Programmatic is inevitable, and we’re definitely interested. It enables you to more precisely target, and do it at a
very valuable price, and then get a nice business lift from it."
Marc Pritchard
CMO, Proctor & Gamble

8. Thank you!