Whether you’re sinking time into manual ad buys, missing audience opportunities with AdWords, or just waiting for a magic bullet to come along for digital ads — this webinar can give you a place to start for programmatic.
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HOUSEKEEPING
• In this 45-minute abbreviated webinar, our goal
is to have this be a lively, interactive discussion,
so please chat your questions throughout the
presentation, and we’ll be sure to answer as
many as we can in the last 10-15 minutes.
• No worries about scrambling to take notes. As a
follow-up, we’ll email a video recording for your
records.
• If you’d like to live tweet throughout the webinar,
feel free to use #hilelights or tag
@hilemangroup.
• We’d love to hear from you! If we don’t cover
something, or if your question isn’t answered,
use the chatbot on our homepage at
hilemangroup.com or email
contact@hileman.biz.
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1. What Is Programmatic?
2. How Does ItWork?
3. What Does It Look Like?
4. Why Is ProgrammaticValuable?
5. When Should We Run Programmatic?
6. Where Can WeTargetWith Programmatic?
7. Who Can We ReachWith Programmatic?
8. Where Does My Ad Serve?
9. How CanWe Measure Programmatic?
10. KeyTakeaways & Q+A
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AGENDA
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WHAT IS
PROGRAMMATIC?
Programmatic is the means of buying
digital advertising in an automated
fashion.
Programmatic media is often purchased via a Demand
Side Platform (DSP), a platform that allows advertisers to
purchase media through real-time bidding auctions.
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• Programmatic operates on an auction basis known as real-time bidding (RTB), which
occurs within seconds of a website loading.
• Which ad wins the auction and is displayed is reliant on audience targeting.The
advertiser whose ads fit the targeting and has the highest bid wins the auction.
• Programmatic is typically bought on a cost-per-thousand-impressions (CPM) model.
When we purchase programmatic advertising, we set a bid that we are willing to pay
per thousand impressions.
• Pricing varies based on media type being purchased programmatically. For example, a
video ad will be significantly more expensive than a standard display banner.
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HOW DOES IT WORK?
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WHAT DOES PROGRAMMATIC LOOK LIKE?
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WHAT DOES PROGRAMMATIC LOOK LIKE?
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WHAT DOES PROGRAMMATIC LOOK LIKE?
Source: Outfront Media
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WHAT DOES PROGRAMMATIC LOOK LIKE?
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WHAT DOES PROGRAMMATIC LOOK LIKE?
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Several different media types can be run
programmatically.
The majority of programmatic media is
built to drive awareness.
WHEN SHOULD WE
RUN PROGRAMMATIC?
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Location targeting with programmatic is very flexible, allowing advertisers to focus their budget
only on their target markets.We’re able to target by:
• City
• State
• Zip code
• Nielsen DMA
• Geofence (a custom-drawn geographic location, such as a group of buildings or residences)
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WHERE CAN WE TARGET WITH PROGRAMMATIC?
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There are a variety of targeting options available for programmatic media that we can
use in order to reach our target audience, including:
• ContextualTargeting: Target those who are reading content about your product or services
• InterestTargeting: Target those who have specific interests as gathered from their online
behavior, such as gardening, golf or home improvement
• In-Market or IntentTargeting: Target those who are currently in the market for your product
or services
• DemographicTargeting: Target those who classify as a particular gender, age, marital status
or other demographic status
• ABMTargeting: Target employees of specific businesses with programmatic vendors who
specialize in account-based marketing
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WHO CAN WE REACH WITH PROGRAMMATIC?
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There are a variety of options that vary in price and inventory to control which
websites your ad displays upon.
The most common options that Hileman Group uses are:
• Whitelisting: Running ads only on a defined list of sites; this is typically a very long
list, as the inventory isn’t guaranteed
• Blacklisting: Defining sites to exclude and running on all available sites except for
those
• Private Marketplace (PMP) Deal: Inventory that isn’t guaranteed; however, access is
negotiated with either a DSP or a publisher
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WHERE DOES MY AD SERVE?
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The appropriate KPIs to report upon are contingent on the
campaign goal.
• For advertisers who have a brick-and-mortar location, measuring
foot traffic to their brick-and-mortar location may be a fit.
• For advertisers who are focused on brand awareness, we focus on
metrics like impressions delivered to the target audience, click-
through rate, and halo-effect metrics such as an increase in organic
or direct search traffic.
• For advertisers who are using programmatic to supplement lead-
generation efforts, we focus more on landing-page engagement
and conversions.
HOW CAN WE MEASURE
PROGRAMMATIC?
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WHERE DOES PROGRAMMATIC DATA COME FROM?
1st Party Data
Data you own
PROS
• Belongs to your
brand
• Unique
CONS
• May be limitations
terms of depth
scale
3rd Party Data
Data collected
and sold by an
outside vendor
PROS
• Readily available
• Wide-reaching
CONS
• Quality can vary
wildly
• Not unique
• Can be costly
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PROGRAMMATIC GROWTH
$50.00
$45.00
$40.00
$35.00
$30.00
$25.00
$20.00
$15.00
$10.00
$5.00
$0.00
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
40.00%
30.00%
20.00%
10.00%
0.00%
US Programmatic Display Spend (Bn) %Total Display Spend
$17.50
$25.48
$32.56
$39.46
$45.94
2015 2016 2017 2018 2019
U.S. advertisers will spend nearly $60 billion on programmatic display by the end of
2019.
Source: MarTech
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• Over the last two years, AI-assisted programmatic options have captured the
attention of marketers looking to leverage the enormous amount of data.
• Analyzing customer behavior in real-time,AI can help us identify patterns to
unlock: when to present the right ad, at the right time, on the right channel and
device.
• While GDPR has lowered the amount of data being collected, the quality of that
data has improved significantly, helping marketers improve relevance and
overall efficiency.
• 5G networks will not only improve the speed with which all these ad networks
operate, but it will allow advertisers to use higher-resolution creative without
any buffering.
• Outdoor billboards leveraging video in 4k
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PROGRAMMATIC IN
2020 AND BEYOND
Source: MarTech
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• Scalable: Programmatic empowers advertisers to secure placements across a vast
number of sites, eliminating manual negotiations.
• Brand safe: Programmatic features such as whitelisting allow advertisers to exclusively
serve their ads on brand-safe sites.
• Measurable: Programmatic reporting is available just minutes from an ad being served,
allowing advertisers to measure success with their defined KPIs.
• Cost effective: Programmatic DSPs partner with ad exchanges to secure inventory at an
affordable cost, compared to traditional options.
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KEY TAKEAWAYS
PROGRAMMATIC IS VALUABLE BECAUSE IT’S:
Hileman Group works with various DSP partners to purchase programmatic advertising.
Karl
Karl – how it all happens within a few seconds
K - Desktop display ad
K- Mobile display ad
K- Programmatic Billboard
K- Connected TV
Karl to mention that Emily has hulu and that he has YouTube TV = cable providers are bad
12:08
K- Programmatic audio
Emily to add the color about how podcasts are just starting to become available, and that’ll be an area to watch for
Emily – some types of programmatic media are meant to accomplish a lead gen goal, however the majority is more passive and awareness based
Emily
Essentially target any given place with programmatic area, as defined as DMA (explain what a DMA = designated market area), or as custom as a geofence
You can geofence events with start date and time, or a place for a long period of time….show example of Indians game
Nielson = tv buying
Shouldn’t leave this slide until 12:15
Emily – this defines how we reach our target audience
Contextual – certain topic (ex: healthcare organization, diabetes perhaps?)
Interest – based on user’s own interests per online behavior
In market – couch for Karl, rug for Emily – key is that its fresh
Demographic –
ABM – Karl can
Talking point here about the private elements of simpli.fi – data is anonymized, HIPPA compliant, PII
Not leaving before 12:20
Emily, Karl chiming
Talk about how blacklisting and whitelisting are straightforward
Whitelisting is a great way to control where your ads serve – examples about news, politics (SAFEST OPTION)
Emily, Karl to take middle one
- Talk about device IDs (what it is, what is isn’t)
Not leaving slide until 12:24
Karl, make sure we aren’t dogging on 3rd party data
Importance of testing, making sure things stay working
NEED SOURCE (KARL)
2nd party data is list buying services, layering CRM data onto first party data
Voice over examples like (oracle)
HIPA compliant healthcare data is a thing
12:27
KARL (find source)
Karl walking through this, won’t take long
eMarketer estimates US advertisers will spend nearly $60 billion on programmatic display by the end of 2019 and that programmatic TV ads specifically will see in a 236% increase YoY
(Karl) Over the last two years artificial intelligence assisted programmatic options have captured the attention of marketers looking to leverage the enormous amount of data at our disposal
(Karl) Analyzing customer behavior in real-time, AI can help us identify patterns to unlock when to present the right ad, at the right time, on the right channel AND device
(Emily) While GDPR has lowered the sheer amount of data being collected, the quality of that data has actually improved significantly – helping marketers improve relevancy and overall efficiency (aiming to not get bogged down in the AR stuff)
(Emily) 5G networks will not only improve the speed with which all of these ad networks operate, but it will allow advertisers to use creative which is a higher resolution without any buffering
Outdoor billboards leveraging video in 4k
Research into this