1. Programmatic Marketing -
A Brand View
Gary Gary Milner Nicole Estebanell
Director, Lenovo SVP Media, Digitas
@jagred @nestebanell

3. Stranger In A Strange Land –Part 1 –Gary (@jagred)
AlanPartridge
Geordie accentproblems -YouTube
Raleigh
Newcastle

4. Stranger In A Strange Land -Part 2 –Nicole (@nestebanell)
SPAIN
COLORADO
TITLE TOWN

6. 6
A $50b global personal technology company with 40,000 people and customers in 160+ countries.

7. A GLOBAL MATRIXEDORGANIZATION
CHINA
AMERICAS
ASIA PACIFIC
EMEA
MOBILE BUSINESS GROUP
PCBUSINESS GROUP
GLOBAL OPERATIONS
CUSTOMER-DRIVEN FRONT END
INTEGRATED BACK END
EnterpriseBUSINESS GROUP
MO
T
ORO
L
A

10. 10
We fuse creativity, data and technology to help our clients

12. Joe Zawadzki, CEO,MediaMath
"The use of technology to automate processes and the use of math to improve results.
It is the future of marketing, available now."

13. Brand Declarations of Programmatic Adoption
“As the walls of TV buying start to crumble, all media buying will be programmatic”

14. Pioneers Start The Trend –Software Eats The World
Followers

15. Brand Declarations of Programmatic Adoption
$10 BILLION

16. 16
Automated ads will account for nearly 50%
of the US digital display market

17. PROGRAMMATIC DRIVEN BY INDUSTRY COMPLEXITY
CROSS DEVICES
WASTE
COMPLEXITY
AUDIENCE

18. PROGRAMMATIC DRIVEN BY INDUSTRY COMPLEXITY

19. Life Philosophy And Digital
“ We overestimate the potential of technology in the short term, underestimate in the long term

20. Life Philosophy And Digital
“There’s no chance that the iPhone is going to get anysignificant market share. No chance.”
~Steve Ballmer (6/29/07)

21. Life Philosophy And Digital
"This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us."
~ Western Union telegraph company memo, 1877

23. IN JULY 2013 LENOVO SIGNED A GLOBAL MARKETING AGREEMENT WITH TUBEMOGUL
Starting the Change Shift:

24. THE MEDIA
–Video highest growth online media
–Video better at driving consideration (vsdisplay ads)
–(sight, sound and emotion)
THE MARKET
–Media buying is dramatically changing from inefficient paper based to electronic trading (programmatic)
SOLVES LENOVO NEEDS
–Align Geo operations, media buying and data
–Drives consistency in skills
–Significant lower costs on tight budget
–Provides fast changes based on insights and data
WHY DID WE DO THIS
Fastest Growth Media Spend Globally
-38% YOY (India 70% YOY)
Traditional Media 1% YOY Growth

25. Lenovo Platform Stack
Measurement
Audience
Safety
Content
Media

26. Integrated Process
Lenovo Platform Stack
TV/Video
Mobile/Native
Safety
Search + DMP
Measurement
BENEFITS
•Drives Global media buys
•Cultural consistency
•Aligns Agencies
•Creative Test Framework
•Remove opinion
•Reduce Waste
•Target Audiences w/ data
•Opportunity For Central Operations

28. What is the Buy Model?

29. Is there pre bought inventory that can bias decision making?
Does tech vendor make money from anyone other than the advertiser?
How is Tech Vendor Being Paid?
Pre Bought Inventory Exchange Based Media
vs

30. Are you dealing with a black box or a visible software tool?
Is the Technology Real And Can You Self Serve?

31. Do you have broad access to inventory?

32. Measurement
Fraud & Viewability
DMP
3rdParty Specialist Integration
Lenovo Brand View:
Specialist tools more likely to be kept state of the art than “one solution fits all”

33. Integrated Fraud Verification –Example

34. Integrated Fraud Verification –Example

35. Is There A Future Vision For The Platform?
New TV Buying

36. Is There A Solid Process For Support And Training

37. Do You Have Global Reach?
Do you have global reach?

39. Theory: Programmatic Advertising will drive more efficient brand consideration vs. premium media
DROVE BRAND CONSIDERATION AT 4X LOWER COST
Implications
Drive premium buys to context (tech/audience/sponsorships),
Drive efficiency through programmatic
Site Type (Video)
Cost per Completed View
Cost perpptAware
Cost per pptConsider
Q2Campaign Avg. *
$0.04
-
-
Programmatic
$0.02
S12K
$85K
Premium
$0.05
S92K
307K
Key Highlight
Programmatic drove the most
efficient cost to drive consideration

40. BUYING TARGETED AUDIENCES WITH PLATFORM RAISES PURCHASE INTENT
Buy Media Targeted at 18-35
CONTROL
Model the buying target based upon .com visitors. Feed to Tubemogulfor media buy
AUDIENCE TARGET
+7% IN INTENT OVER
STANDARD AUDIENCE BUY

41. Brand To Demand -Display Video Overlay Drives Intent
UP TO 20% MORE THAN CONTROL

43. “TOP BRAND CONCERNS ON PROGRAMMATIC"