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Programmatic advertising an overview and action plan

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What is Programmatic Advertising Media, why is it becoming so important for the Media industry and some initial actions that you should take.

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Programmatic advertising an overview and action plan

  1. 1. Programmatic Advertising ● The evolution of programmatic ● How to leverage it within Digital Marketing @ifarmer Ian Farmer Managing Partner Frontiering
  2. 2. • Right AD (personalised) • Right PLACE (path to purchase) • Right TIME (triggered) • Right PERSON Offermoments.co.uk MEDIA is getting SMARTER
  3. 3. What is Programmatic Advertising “Automated rule based Buying & Selling of ads”
  4. 4. Phil Gaughran U.S. Chief Integration Officer at agency McGarryBowen https://www.cmo.com/features/articles/2017/9/25/the-future-of-advertising-automated-personalized-and-measurable-.html#gs.PtYKHoY By 2022, 80% of the advertising process will be automated
  5. 5. The Evolution of Programmatic Reservation Buying 1990s Now Ad Networks Ad Exchanges & SSPs DSPs Private Exchanges & Automated Guaranteed Direct Sold / Guaranteed / Reserved Indirect / Programmatic / Unreserved Programmatic Premium Source: https://www.slideshare.net/digiday/programmatic-101-what-all-publishers-need-to-know-digiday-wtf-programmatic-for-publishers-43015/6-the_programmatic_evolutionAd_Networksad_networks
  6. 6. • https://vimeo.com/157059121
  7. 7. WORDS WITH FRIENDS EXAMPLE
  8. 8. • Geo-location • 1st party data (retargeting)
  9. 9. WHY DOES IT MATTER? Automated Continuous Real Time Bidding Low value, high volume Flexible optimised based placement 1st party, 2nd party & 3rd party access A-Z testing and learning Full transparency of impressions Alert based, live modelling Salespeople driven Proposals / RFP’s, Pre-booked Low volume, high value Inefficient – limited changes Batch data / one off access Limited learning Lack of transparency End of Campaign reporting
  10. 10. INTELLIGENT AUDIENCE DATA - DMP • 3rd Party Data providers • Niche behavioural categories • Great way to build 1st party data www.thetradedesk.com
  11. 11. CONTEXTUAL TARGETING www.grapeshot.com
  12. 12. AD PLACEMENT BY APP GROUPINGS http://pushspring.com/
  13. 13. GEO-FENCE
  14. 14. A/B TESTING TO THE NEXT LEVEL https://www.adext.ai
  15. 15. Digital Out-of-Home
  16. 16. Dynamic Creative
  17. 17. Programmatic TV
  18. 18. Cross-Device Targeting & Tracking
  19. 19. Programmatic Audio Source: http://www.bandt.com.au/media/audio-landscape-set-to-transform-with-iab-survey-forecasting-significant-growth-in-digital-audio-and-audio-programmatic
  20. 20. AI – VOICE SEARCH https://seopressor.com/blog/voice-search-marketers-guide/
  21. 21. Brand Safety Pre Bid Targeting Contextual / Smarter placement
  22. 22. Future of Programmatic - Blockchain • Smart contracts • Client advertiser to Publisher • Machine learning
  23. 23. TAKEAWAYS 1. Dip your feet in the water
  24. 24. TAKEAWAYS 2. Use Programmatic to grow your 1st party data
  25. 25. TAKEAWAYS 3. Incorporate Hunches into Marketing Processes
  26. 26. TAKEAWAYS 4. Test, Fail, Learn – Repeat DO FAIL TO LEARN DON’T FAIL TO LEARN
  27. 27. TAKEAWAYS 5. Right message to right consumer = Personlisation
  28. 28. 5 TAKEWAY TIPS to LEVARAGE this DISRUPTION 1. Dip your feet in the water 2. Use Programmatic to grow your 1st party data 3. Incorporate Hunches into Marketing Processes 4. Test, Fail, Learn – Repeat 5. Right message to right consumer = Personlisation
  29. 29. QUESTIONS? Ian Farmer ian@frontiering.com.au @ifarmer + 61 417 460 518

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