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Alistair Dent - SMX London 2015 - The Brave New World of Programmatic Media

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Alistair Dent
Alistair Dent

Written for Search Marketing Expo in London 2015, this presentation introduces Programmatic media buying and tries to explain the landscape.

Marketing
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Thursday 21st, 2015 The Brave New World of Programmatic Media Alistair Dent Head of Product iProspect @AlistairDent
searchmarketingexpo.com @AlistairDent #SMX #23B1 “Programmatic is the application of data to marketing” What is programmatic?
searchmarketingexpo.com @AlistairDent #SMX #23B1 “Programmatic automates buying to make split second decisions based on context” What is programmatic?
searchmarketingexpo.com @AlistairDent #SMX #23B1 “Programmatic buying provides real time feedback for optimisation” What is programmatic?
searchmarketingexpo.com @AlistairDent #SMX #23B1 Search is already programmatic Keyword Device Time Auction User Search Ads displayed Decision Engine
searchmarketingexpo.com @AlistairDent #SMX #23B1 Ad tech is complex
searchmarketingexpo.com @AlistairDent #SMX #23B1 Three motivations Cost Efficiency Performance
searchmarketingexpo.com @AlistairDent #SMX #23B1 Motivated by efficiency
searchmarketingexpo.com @AlistairDent #SMX #23B1 Buying is a painful process
searchmarketingexpo.com @AlistairDent #SMX #23B1 A single platform is easier
searchmarketingexpo.com @AlistairDent #SMX #23B1 Motivated by cost
searchmarketingexpo.com @AlistairDent #SMX #23B1 Buy the cheapest inventory
searchmarketingexpo.com @AlistairDent #SMX #23B1 Arbitrage the pricing model Optimise CPA Sell CPC Buy CPM
searchmarketingexpo.com @AlistairDent #SMX #23B1 Motivated by performance
searchmarketingexpo.com @AlistairDent #SMX #23B1 Targeting on data Context History In Market Demog raphic
searchmarketingexpo.com @AlistairDent #SMX #23B1 Dynamic creative Data Video Search Website Social Display
searchmarketingexpo.com @AlistairDent #SMX #23B1 Real time optimisation User Website Conversion? Tracking DSP Ad
searchmarketingexpo.com @AlistairDent #SMX #23B1 There are roadblocks
searchmarketingexpo.com @AlistairDent #SMX #23B1 Brand safety risks
searchmarketingexpo.com @AlistairDent #SMX #23B1 Whitelisting
searchmarketingexpo.com @AlistairDent #SMX #23B1 Blacklisting
searchmarketingexpo.com @AlistairDent #SMX #23B1 Location Demograp hic Device Content negative targeting AdContent Device Demographic HistoryHistory Location
searchmarketingexpo.com @AlistairDent #SMX #23B1 Creativity vs efficiency
searchmarketingexpo.com @AlistairDent #SMX #23B1 User signals determine the story
searchmarketingexpo.com @AlistairDent #SMX #23B1 User context decides the message
searchmarketingexpo.com @AlistairDent #SMX #23B1 There is extra data
searchmarketingexpo.com @AlistairDent #SMX #23B1 TV campaigns 54% go online via a mobile or tablet while they watch TV 87% of people use a second screen while they watch TV 90% of our media interactions are screen based 34% go online for a third of their TV viewing time
searchmarketingexpo.com @AlistairDent #SMX #23B1 Uplift in brand metrics
searchmarketingexpo.com @AlistairDent #SMX #23B1 Competitor behaviour
searchmarketingexpo.com @AlistairDent #SMX #23B1 Social conversations SPEAK TO OUR EXPERT ADVISORS ABOUT CLUB LLOYDS
searchmarketingexpo.com @AlistairDent #SMX #23B1 Sports events
searchmarketingexpo.com @AlistairDent #SMX #23B1 The story should go across devices
searchmarketingexpo.com @AlistairDent #SMX #23B1 Creative isn’t limited to ads
searchmarketingexpo.com @AlistairDent #SMX #23B1 Summary You’re already doing programmatic People do it for efficiency, cost and performance Brand safety is genuinely difficult Don’t forget to be creative Use all the data Think cross device Don’t forget your own properties
searchmarketingexpo.com @AlistairDent #SMX #23B1

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Alistair Dent - SMX London 2015 - The Brave New World of Programmatic Media

Notas do Editor

  1. Buying on this data: these are filters, not targets.
  2. Not just targeting needs to be based on data, but creative messages too