We are at a true inflection point in our industry and its being largely driven by the notion of “Programmatic.” But does the term itself actually distract from its true purpose? Johnson & Johnson’s Luke Kigel will share a perspective on “Programmatic” and how shifting our focus from the word itself to the principles behind it will accelerate change and enable delivery on the promise that “Programmatic” represents.

1. HELLO.
Luke Kigel
Director, Media & Connections - Americas
Johnson & Johnson

4. Convergence of
Marketing & Technology
creates
TENSION & POSSIBILITY

5. Media
Continuously
Evolves

6. The Media
Industry
We are at a true
inflection point!

7. Source: MAGNA GLOBAL December 2015
DIGITAL HAS REACHED THE TIPPING POINT
0%
10%
20%
30%
40%
50%
2015 2016 2017 2018 2019 2020
Global Revenue Share 2015-2020

9. WHY?

10. “PROGRAMMATIC”
1 IS CONFUSING

11. Buying an
audience
Remnant
Inventory
How it works is
through robots &
a bidding process
Using the trading
desks to buy a
specific audience
Efficiently
Hyper Target
Auction based
advertising
Target the demo
in real time

12. 12
© LUMA Partners LLC 2016
Tag Mgmt
Chat Real-time
Message/Offers
MARKETING TECHNOLOGY LUMAscape
Mobile Web
Website Creation & Mgmt
Data Warehouses
AB/MV Testing
Translation
Content Marketing Platforms
DAM Feedback / Surveys
Marketing Data
Social Login/Sharing
UGC Mgmt & Forums
Online Video Players
Players
(SMB)
E-Commerce Platform/Storefront (Enterprise) Social Referral
E-Commerce Technology
Merchandising
Payments M-Commerce
Website
WCM
Community
Website Personalization & Optimization
Landing Pages
B2B
Personalization
Email Service Providers
SEO Platforms / Tools
Loyalty
DMPs
Site Perf/Opt
Web Analytics
Denotes acquired company Denotes shuttered company
Integrated Mktg MgmtEmail Optimization
Predictive
Marketing
Platforms
DB
Mktg
Mktg Modeling/Attribution
Sales & Marketing
Sales Automation
Marketing Automation Customer Relationship
Intelligence
Social Marketing Management
Sales/ MktgVisualizatio
n

13. concept, Programmatic is simple
Right
Audience
Right
Message
Right
Time
So we can improve how we do this
IN CONCEPT, “PROGRAMMATIC” IS SIMPLE
“PROGRAMMATIC”
enables this
Precisely
Defined
Customer
Segments
More
Personalized
Communication
Real-time
Execution,
Insights &
Measurement
+ +

14. “SIMPLICITY
IS THE ULTIMATE
SOPHISTICATION.”
– Leonardo da Vinci (and/or Steve Jobs)

16. “EVERYONE IS SOMEONE’S
ASSISTANT
MEDIA PLANNER.”
– My Old Boss

17. If you want support and
buy in to impact change…
MAKE IT SIMPLE.

18. “PROGRAMMATIC”
2 MACHINES OVER PEOPLE
EMPHASIZES

19. “EVERYTHING
WILL BE PROGRAMMATIC
IN FIVE YEARS.”
– Everyone

20. WHO’S GOING
TO MAKE
THAT
HAPPEN?

21. And how will it be done?
DIGITAL UNIVERSE
$160B
c
TRADITIONAL MEDIA UNIVERSE
$345B
DIGITAL UNIVERSE
$160B
We spend a lot
of time trying to
move $ from
traditional to
digital
Can we fully
apply digital
principles to
traditional media?
Source: MAGNA GLOBAL December 2015
c

22. Technology will enable, but we (people)
will apply it to drive change

23. “PROGRAMMATIC”
3 IS DIVISIVE

24. 24
VS

25. “PROGRAMMATIC” PRINCIPLES
CAN BE APPLIED TO FACEBOOK
segment context channeltrigger
PERSON INTERESTS MOMENT
1-to-1
communications
MESSAGE
COMMUNICATION
SEGMENT
CONTEXT
TRIGGER
CHANNEL
CTA
FORMAT
Personalization
at scale
PUBLISH

26. IT’S NOT ABOUT THE PIECES
BUT HOW THEY WORK TOGETHER.

27. DATA GUY

28. DATA GUYEVERYONE ELSE

29. 29
THE “DATA GUY”
IS YOU
(and me)

31. 31
1.
SIMPLIFY IT
FOR “PROGRAMMATIC”
TO BECOME PART OF OUR INDUSTRY DNA…
2.
SHAPE THE
FUTURE
3.
LEARN NEW
“LANGUAGES”

32. 32

33. THANK YOU.
Luke Kigel
Director, Media & Connections - Americas
Johnson & Johnson