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

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

  1. 1. Thursday 21st, 2015 The Brave New World of Programmatic Media Alistair Dent Head of Product iProspect @AlistairDent
  2. 2. searchmarketingexpo.com @AlistairDent #SMX #23B1 “Programmatic is the application of data to marketing” What is programmatic?
  3. 3. searchmarketingexpo.com @AlistairDent #SMX #23B1 “Programmatic automates buying to make split second decisions based on context” What is programmatic?
  4. 4. searchmarketingexpo.com @AlistairDent #SMX #23B1 “Programmatic buying provides real time feedback for optimisation” What is programmatic?
  5. 5. searchmarketingexpo.com @AlistairDent #SMX #23B1 Search is already programmatic Keyword Device Time Auction User Search Ads displayed Decision Engine
  6. 6. searchmarketingexpo.com @AlistairDent #SMX #23B1 Ad tech is complex
  7. 7. searchmarketingexpo.com @AlistairDent #SMX #23B1 Three motivations Cost Efficiency Performance
  8. 8. searchmarketingexpo.com @AlistairDent #SMX #23B1 Motivated by efficiency
  9. 9. searchmarketingexpo.com @AlistairDent #SMX #23B1 Buying is a painful process
  10. 10. searchmarketingexpo.com @AlistairDent #SMX #23B1 A single platform is easier
  11. 11. searchmarketingexpo.com @AlistairDent #SMX #23B1 Motivated by cost
  12. 12. searchmarketingexpo.com @AlistairDent #SMX #23B1 Buy the cheapest inventory
  13. 13. searchmarketingexpo.com @AlistairDent #SMX #23B1 Arbitrage the pricing model Optimise CPA Sell CPC Buy CPM
  14. 14. searchmarketingexpo.com @AlistairDent #SMX #23B1 Motivated by performance
  15. 15. searchmarketingexpo.com @AlistairDent #SMX #23B1 Targeting on data Context History In Market Demog raphic
  16. 16. searchmarketingexpo.com @AlistairDent #SMX #23B1 Dynamic creative Data Video Search Website Social Display
  17. 17. searchmarketingexpo.com @AlistairDent #SMX #23B1 Real time optimisation User Website Conversion? Tracking DSP Ad
  18. 18. searchmarketingexpo.com @AlistairDent #SMX #23B1 There are roadblocks
  19. 19. searchmarketingexpo.com @AlistairDent #SMX #23B1 Brand safety risks
  20. 20. searchmarketingexpo.com @AlistairDent #SMX #23B1 Whitelisting
  21. 21. searchmarketingexpo.com @AlistairDent #SMX #23B1 Blacklisting
  22. 22. searchmarketingexpo.com @AlistairDent #SMX #23B1 Location Demograp hic Device Content negative targeting AdContent Device Demographic HistoryHistory Location
  23. 23. searchmarketingexpo.com @AlistairDent #SMX #23B1 Creativity vs efficiency
  24. 24. searchmarketingexpo.com @AlistairDent #SMX #23B1 User signals determine the story
  25. 25. searchmarketingexpo.com @AlistairDent #SMX #23B1 User context decides the message
  26. 26. searchmarketingexpo.com @AlistairDent #SMX #23B1 There is extra data
  27. 27. 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
  28. 28. searchmarketingexpo.com @AlistairDent #SMX #23B1 Uplift in brand metrics
  29. 29. searchmarketingexpo.com @AlistairDent #SMX #23B1 Competitor behaviour
  30. 30. searchmarketingexpo.com @AlistairDent #SMX #23B1 Social conversations SPEAK TO OUR EXPERT ADVISORS ABOUT CLUB LLOYDS
  31. 31. searchmarketingexpo.com @AlistairDent #SMX #23B1 Sports events
  32. 32. searchmarketingexpo.com @AlistairDent #SMX #23B1 The story should go across devices
  33. 33. searchmarketingexpo.com @AlistairDent #SMX #23B1 Creative isn’t limited to ads
  34. 34. 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
  35. 35. searchmarketingexpo.com @AlistairDent #SMX #23B1

Notas do Editor

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

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