Everyone has a different perception of paid media, and even more so of it’s bigger, scarier, better sibling, programmatic marketing. We are all guilty of occasionally doing marketing 1.0 in a 3.0 world, a little bit like sticking a five year old in a Ferrari. We need to be smarter than that, because if we are not careful we’ll be using new technology in old ways. I hate the word integration, and just because the whole team is using the stack, doesn’t mean they are working together. Brand messaging is one size, repetitive and stuck at the top of the funnel. Performance messaging is locked into an eternal spiral of “buy now” and “join us” garbage. Basically everybody is not at their best. This talk explores how the factors of programmable advertising (automation, data, integration & scale) come together, and hopefully don’t blow your brand and budget to pieces. Maybe, you’ll even start to move past simple planning, linear leveraging of the buying technology and start serving the right messages, in the right way, to the right people. Maybe.

1. © THE COLORING IN DEPARTMENT 2019
@ColoringIn© THE COLORING IN DEPARTMENT 2018
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FIVE WAYS TO AUTOMATE
LIKE A HUMAN

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Aiden_ _Carroll
linkedin.com/in/aidencarroll
aiden@thecoloringindepartment.com
thecoloringindepartment.com
AIDEN
CARROLL

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What’s on the menu
Have an ambition
Have an audience
Have a message
Have a format
Have measurement

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Baby In A Ferrari
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CID O1

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Panic!
(verb) - Something you do at
the disco
Person 1: I completely
panicked the other day.
Person 2: I didn't know you
went to the disco!

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AMBITION
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Line up from 0 to 100
What percentage of your
marketing budget delivers the
right message to the right
person at the right time?
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8. © THE COLORING IN DEPARTMENT 2019
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REAL TIME BUYING
AUTOMATION
OF ADVERTISING
AUDIENCE
DATA
DIGITALISATION
OF DATA FEEDS
PROGRAMMATIC

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PUSHING
IRRELEVANT
ADS TO PEOPLE
STALKING PEOPLE
AROUND
THE MOMENT OF
PURCHASE
Mismatch between branding and performance

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@ColoringIn
HUMAN
NEEDS
ADVERTISING
GOALS
SHORT-TERM IMPACT,
LONG-TERM DAMAGE.
You annoy people

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YOU DON’T GET IN
THE WAY.
ZERO IMPACT.
You annoy your boss
HUMAN
NEEDS
ADVERTISING
GOALS

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AUDIENCE
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What do we mean by audience?
WHATDO THEY WANT?
WHOARE THEY?

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I WANT
TO KNOW...
I WANT
TO GO...
I WANT
TO
WATCH...I WANT
TO FIND
OUT...
I WANT
TO BUY...

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I want to set
my alarm.
I want to text Joe
about the accident.
I want to be
more healthy.
I want to watch a
show on Netflix.
TOO GENERIC. INTRUSIVE. TOO VAGUE. TEDIOUS.
Moments you should avoid

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What’s the point of
the report?
You want to isolate organic
traffic from the website to
see how your SEO strategy is
working for you.YOUR DATA
What’s the point of
the report?
You want to isolate organic
traffic from the website to
see how your SEO strategy is
working for you.
MEDIA
PLATFORM
What’s the point of
the report?
You want to isolate organic
traffic from the website to
see how your SEO strategy is
working for you.3RD PARTY

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Your Data: Remarketing
Remarketing based on website or app behaviour:
Abandoned their shopping basket
People who visited your online store added products to their basket but didn’t complete the purchase
Remarketing based on website or app behaviour:
New Visitors
People who visited your website for the first time
Remarketing based on website or app behaviour:
Visited a specific page of your website
People who have visited a specific product page
Remarketing based on website or app behaviour:
Visited your website
People who have visited any page of your website

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Media Platform: Affinity
Affinity:
Foodie
People who go out their way to find cool new food experiences rather than just
‘somewhere to eat’
Affinity:
Skiing Holidays
People who are looking specifically for skiing trips
Affinity:
Family Movies
People who are looking to watch a family movie
Affinity:
Business News
People who are looking for the latest business news

19. © THE COLORING IN DEPARTMENT 2019
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3rd Party
Stocks
Stock breakout
The value of your stock exceeds your defined threshold
Weather:
Rainy, sunny, cold or warm day
The weather is rainy, sunny, cold or warm in the area that you define

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How do you know if you found the right ones?

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MESSAGE
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Subscribe to our playlist
club: every week a new
playlist you love
Julian, Tech Geek
Your smartphone can be
your stereo remote
Here’s how the
app works
These are the speakers and
options you can buy
Here’s a great playlist based
on your favourite concert
Zed, Concert Lover
Every room in your house
should be a concert
Here’s what people say
about out quality sound
Listen for yourself in store X
near you
Example
WHAT WILL YOU
SAY TO CAPTURE
ATTENTION?
HOW CAN YOU INSPIRE
OR PROVIDE MORE
INFORMATION?
WHAT CAN YOU SAY TO
TRANSFER INTENTION
INTO ACTION?
HOW CAN YOU
CREATE LOYALTY
OR AN ADVOCATE?

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FORMAT
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24. © THE COLORING IN DEPARTMENT 2019
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What is programmatic creative?
Digital ad creative that contains design
elements, which integrate with programmatic
and real-time buying strategies.
It enables advertisers to deliver a message
that is tailored to the audience viewing it and
the environment on which it’s being viewed.

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POP-UP ADS
AUTO-PLAYING VIDEO ADS
WITH SOUNDS
LARGE STICKY ADS
FULL SCREEN
SCROLL-OVER
ADS
Disliked desktop and mobile ad experiences

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SKIPPABLE VIDEO AD
SHORT NON-
SKIPPABLE
VIDEO AD
INLINE AD
Ad • 0:35 Ad • 0:06
Better Ad Experiences

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VIDEO DISPLAY TEXT
Ad • 0:35
Ads: What works best for a given intent?

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• Schedule? Anytime.
• TV? Any screen.
• Max. 30s? Any length.
• Professionals? Anyone.
Video: No limitations

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Dynamic Ads

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ORDER NOW
Linizio Lungo
Ristretto
Vivalto
25% OFF
MACHINES
25OF FREE
COFFEE
HOLIDAY SAVINGS
+ FREE SHIPPING
SHOP NOW
in the US
$

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What should brands do?
HELPFUL
ADVERTISING
IMPACTFUL
ADVERTISING
PRINCIPLES THAT CAN
HELP TO GROW YOUR
BRAND ONLINE.

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@ColoringIn
Creative principles in a digital world
Link to the brand
Could you replace the brand
with a competing brand?
Digital first
Would this be possible
in TV or in a magazine?
Do they match the
user’s expectation?
Aware of intent

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MEASUREMENT
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MEASUREMENT
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KPI Breakdown
DID I GET A GOOD
PRICE?
WAS IT SHOWN TO WHO
I WANTED?
DID PEOPLE ACTUALLY
SEE/WATCH IT?
DID PEOPLE ENGAGE
WITH IT?
DID I COME OUT ON
TOP?
# Cost per Mille //thousand
impressions (CPM)
# Viewable CPM (vCPM)
# Nielsen OCR (Digital Ad
Ratings)
# ComScore vCE
# Brand Safety Metrics
# Cost per completed view
(CPCV)
# Viewability
# Measurable rate
# Audio Video on Completion
(AVOC )
# Completed-views
# Cost per Click (CPC)
# Click-through rate (CTR)
# Engagement rate
# Cost per hour (CPH)
# Cost per acquisition (CPA)
# Return on Ad Spend (ROAS)
# View-through conversion
(VT)
# Revenue per mille (RPM)
Inquiring minds want to know:

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Did the campaign help to grow your business?

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A typical measurement model
CONVERSIONS
• Number of Online Sales
• Average CPX
REACH
• Number of Impressions
• Average CPM

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@ColoringIn
WHAT’S KICKIN’ CHICKEN?
Campaign Objective
Key Performance
Indicator
Secondary Metrics
ATTENTION TIME MONEY FRIENDS
KPI #1 + Goal
KPI #2 + Goal
KPI #3 + Goal
KPI #1 + Goal
KPI #2 + Goal
KPI #3 + Goal
KPI #1 + Goal
KPI #2 + Goal
KPI #3 + Goal
KPI #1 + Goal
KPI #2 + Goal
KPI #3 + Goal
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
KPIs Measurement Plan

38. © THE COLORING IN DEPARTMENT 2019
@ColoringIn
WHAT’S KICKIN’ CHICKEN?
Campaign Objective
Key Performance
Indicator
Secondary Metrics
ATTENTION TIME MONEY FRIENDS
KPI #1 + Goal
KPI #2 + Goal
KPI #3 + Goal
KPI #1 + Goal
KPI #2 + Goal
KPI #3 + Goal
KPI #1 + Goal
KPI #2 + Goal
KPI #3 + Goal
KPI #1 + Goal
KPI #2 + Goal
KPI #3 + Goal
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
KPIs Measurement Plan
DID YOU HIT YOUR OBJECTIVE?
NO? WHY NOT?

39. © THE COLORING IN DEPARTMENT 2019
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Universal limitations of data
ROI from short term
goals is easier to
quantify than for long
term
You can’t predict the ROI
of something you never
tried

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@ColoringIn
THE END IS NIGH
© THE COLORING IN DEPARTMENT 2019
@ColoringIn

41. © THE COLORING IN DEPARTMENT 2019
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Unite your geeks, suits and creatives

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SPOT THE TALENT GAP
IN YOUR ORG.

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EVERYTHING IS GOING TO BE OK!

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IN SPACE…NO ONE CAN HEAR YOUR QUESTIONS…
@ColoringIn