David Harling's presentation from the Digiday Programmatic Summit in Rome - November 11, 2015.

1. THE ROLE OF
PROGRAMMATIC
FROM TV TO DIGITAL MEDIA
DAVID HARLING

2. A BIT ABOUT ME
• 11 years media, search, social and
brand experience, 9 years agency
background
• Most recently, Digital Marketing
Director for MoneySuperMarket
• MSM at the forefront of programmatic in
the UK
@davidharling

3. A BIT OF CONTEXT
• Built and led an in-house team of 40
• Set up a sophisticated technology
digital media stack
• First advertiser in UK to embrace a
DMP
• Set up In-house trading desk
• Programmatic media buying using 1st
party and 3rd party data
@davidharling

4. WHAT DOES PROGRAMMATIC MEAN TO
ME?
“Automated way of
buying media,using
technology and
data”

5. WHY SHOULD WE BE EXCITED ABOUT IT?
It’s the future of all
media buying and
its happening right
now!!!

6. WHY SHOULD WE CARE?
Performance Cost Efficiencies
Targeted
media
Cost off
inventory
Reach and use
of data

7. WHY SHOULD WE CARE?
Performance Cost Efficiencies
TRANSPARENCY

8. SEARCH HAS BEEN PROGRAMMATIC FOR A
FEW YEARS NOW
22m
customers
DMP BMSDMP

10. WE ARE MOST FAMILIAR WITH VOD
22m
customers
DMP VOD

11. MORE TARGETED AND MORE MOBILE

12. BETTER USE OF DATA
1st party data
3rd party data

13. PROGRAMMATIC MEDIA BUYING IS
EVOLVING

15. CONSUMER TV CONSUMPTION IS
CHANGING
Liner TV
consumption
is done 15%
yoy

16. CONSUMER TV CONSUMPTION IS
CHANGING
Liner TV
consumption
is done 15%
yoy

17. CONSUMER TV CONSUMPTION IS
CHANGING
54% go online
whilst
watching TV

18. CONSUMER TV CONSUMPTION IS
CHANGING
82% use a
2nd screen
whilst
watching TV

19. SO WHAT…

21. PROGRAMMATIC TV IS COMING..

22. INTEGRATED BRAND ADVERTISING

23. THANK YOU
@davidharling