"Thinking Fast & Slow: the Programmatic Way of Doing Things for Better Results"

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George Frangakis, Managing Director of ForestView, took the stage at the AllThingsPerformance conference in Athens and showed the Programmatic way of doing things for better results.

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"Thinking Fast & Slow: the Programmatic Way of Doing Things for Better Results"

  1. 1. THE PROGRAMMATIC WAY OF DOING THINGS GEORGE FRANGAKIS
  2. 2. What is your reaction? What do you think she is going to do?
  3. 3. What is your reaction? What are the first thoughts that go through your mind?
  4. 4. 27 X 38 What is the answer to this calculation? How are you working it out?
  5. 5. Fast Slow
  6. 6. Upper Funnel Think Fast Think Slow Lower Funnel
  7. 7. Has Programmatic Buying got 2 systems?
  8. 8. RTB = Real Time Bidding Technology that enables you to trade display advertising inventory - in real-time - on an auction basis - Impression-by-impression = Person by person
  9. 9. Data Affecting the valuation of each impression Do we want to bid on this person?
  10. 10. “Programmatic buying is the process of executing media buys in an automated fashion through digital platforms such as: exchanges, trading desks, demand-side platforms (DSPs) and supply-side platforms (SSPs). Automation of media buying and selling (through technology)
  11. 11. Programmatic Marketing Thinks Fast and Slow THINK FAST THINK SLOW
  12. 12. When collecting data place universal pixels across the websites
  13. 13. Allow budgets to move Across channels and days of the month
  14. 14. Get Personal Use dynamic banners
  15. 15. Creative is never finished Let the data do the talking
  16. 16. Move from CPA to CLV CLV = Customer Lifetime Value
  17. 17. Allow time for profiling and prospecting
  18. 18. Relax Move away from strict segments
  19. 19. 24/7 Campaigns
  20. 20. Cross Screen Optimization - Sequential messages across screens - Extend desktop segments across mobile and vice versa - Reduce wastage by frequency capping
  21. 21. Programmatic Marketing Relevant advertising messages: to people who actually see them, to people that have value, because you choose to engage, $ $ $ $ $ € € € € € lead to increased engagement, reduce advertising wastage and increase conversion rates
  22. 22. Buying & Selling of Data The next frontier
  23. 23. THINK SLOW ACT FAST THANK YOU GEORGE FRANGAKIS

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