According to Business Insider, total US programmatic ad revenue will top nearly $15 billion this year and be a majority (52%) of non-search digital-ad spend. Yet, despite programmatic’s growing dominance of the digital sector, there still appears to be a lack of knowledge about the space with both brands and agencies. In this webinar presentation, expert Liam Brennan discusses several myths associated with programmatic buying and the important insights you need to know as a marketer. You’ll get expert-level Marketing tips like: * The driver behind making programmatic effective *Buying more than banner ads: Video, social, mobile, & native ads *Where programmatic buying is heading in 2016

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What Marketers Need To
Know About
Programmatic Buying
HOSTED BY: &

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Your Presenter
• Liam Brennan
– Global Digital Director at
MediaCom
– @LCBrennan

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a) I’m part of an in-house PPC team
b) I do all the marketing including PPC
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d) I’m a consultant

5. What Marketers need to
know about
Programmatic Buying
Presented by Liam Brennan
Global Digital Director

6. Programmatic becoming the norm in leading
markets – will be >50% of UK digital spend in 2015

7. How can something that is so mainstream be so
confusing and decisive?

8. Conversations around tech and intricacies are important –
but thrown us off course. Lets get back to basics

9. Two pillars of programmatic: Automation by definition,
data and tech through a strategic and implementation
link
AUTOMATION
Cutting out the ‘middle man’,
optimising in real time,
(sometimes) flexibility in pricing
DATA + TECH
Ability to use import and export
data, store, analyse and use to
improve planning and buying
+

10. Now and beyond1960s
The role of media is to deliver “the right message to the
right person at the right time and place”
Nothing has
changed!

11. Media has always been about people – how they
think/act, what media they use, how and when

12. But we are rethinking how we plan and buy
media – addressing fragmentation through
opportunity
FROM
Media to
reach people
TO
Reaching people
through media

13. Ultimately, data and automation will allow
us to deliver more personalised messaging

14. MediaCom UK used Channel 4’s data and ad
tech to deliver four million personalised TV ads
Case study: https://www.youtube.com/watch?v=JAgAfGPOKTM

15. Using programmatic would (with developments in
data/tech) allow us to deliver that concept at scale
Targeting ‘people’ based
on collected data

16. Programmatic delivers advantages above and beyond
the ability to target the individual. Particularly in
buying
Better media
value
More media control
• Freedom of inventory movement
• Stop and start – and always on
• (Often) Adjustable pricing
• Real time feedback
• Greater ability to test and learn

17. The output of ‘programmatic’ has been sub-par,
perpetuated the ‘performance channel’ myth

18. We are seeing more ‘creative friendly’ inventory
becoming available to be bought programmatically

19. And better quality (aka ‘premium’) inventory is
becoming available and driving programmatic spend
Source: eMarketer 2014, US data

20. Programmatic buys will eventually be able to be
executed across all ‘digital’ – OOH, Radio, and TV

21. Indeed, in 2015, there was a programmatic buy in
advertising’s ‘most creative moment’, and few were
aware!
http://blog.wideorbit.com/see-the-first-ever-programmatic-super-bowl-tv-
ad/

22. Conversation needs to shift back to people
instead of tech. In time programmatic, will just
be ‘media’

23. Three takeouts from today
Programmatic buying is the method, not the message
Programmatic is ushering in an era of people based marketing
Programmatic becoming the norm for digital – but this is just the start

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Live Q&A Time!

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• Webinar Feedback: marketing@hanapinmarketing.com
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