Powered by
What’s Next:
Programmatic
Marketing

Welcome
DAYOAN DAUMONT
PARTNER
OGILVY CONSULTING
ERIC BADER
PARTNER DIGITAL STRATEGY
OGILVY CONSULTING
LAURIE CLOSE
CONSULTANT
OGILVY CONSULTING

Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

Agenda
The “why, what and how” of the ways in which
programmatic marketing can be essential to delivering
outstanding marketing performance.
Some basics of media planning & buying
• What advertisers pay for
• Overview of Media Owners & Platforms
• Evolution from traditional/analog to digital/automated
Introduction to programmatic
• Roots in technology allocations
• Benefits
• Data & Targeting
• Pricing

Programmatic
is a revolution
…not just in media buying, but for all of digital
marketing and increasingly for traditional
channels, like TV, radio and Out-of-Home.
Through automation, efficiencies and
unprecedented visibility, marketers can do
breakthrough programmatic targeting,
content optimization and personalization that
transforms roles, data collection, tech stacks
and performance results for any sized
business.

Programmatic
is a revolution The optimal use of programmatic is to
combine data, technology and creativity to
help brands and companies thrive in the
future era of marketing.

What Advertisers
Pay For

• Simultaneous, not
fragmentsReach
• Waste reduction
• In-market prospects
• Viewability
Precision
• 3rd party verification
• Transparency
Brand
Safety
• Media ROI
• Business Results
Outcomes
• Specific audiences of
people
• Passions
Interest
• People who’s opinions
are valued by othersInfluence
What advertisers pay for
!9

• Simultaneous, not
fragments
Reach
• Waste reduction
• In-market
prospects
• Viewability
Precision
• 3rd party
verification
• Transparency
Brand
Safety
• Media ROI
• Business Results
Outcomes
• Specific audiences
of people
• Passions
Interest
• People who’s
opinions are valued
by others
Influence
What advertisers pay for
!10
INVESTMENTS
PERFORMANCE

Activating
Programmatic For
Marketing Performance

“Half the money I spend on advertising is wasted;
the trouble is I don't know which half.”
19th century Philadelphia retailer John Wanamaker*
* He probably never said this

The world of marketing has changed
!13
awareness interest consideration purchase opinions advocacy community
PERSUASION INFLUENCE
MARKETER GENERATED USER GENERATED
Consumer control of media is transforming marketing…

Changes create opportunities for marketing performance
!14
New opportunities to connect to consumers
DIGITIZATION OF
MEDIA
CHANGES IN
CONSUMER BEHAVIOR
PROLIFERATION OF
TOUCHPOINTS GAME-CHANGING
CONSUMER INSIGHTS
UNIQUE CREATIVE OPPORTUNITIES
VALUABLE
CONTENT
EXPLOSION
OF DATA

The new opportunities in media and marketing are
performance-driven
!15
Traditional Marketing Digital Marketing
Cost-per-audience Cost-per-result
Mass Targeted
Optimized reach Optimized outcomes
Advertising only Paid, earned, owned
Ratings Data Consumer and results data
Principles
From To

From traditional to addressable marketing
!16
Traditional Media
Users see same ad regardless
of their interests.
Programmatic Media
Users see different ads based on data
regarding their interests.

Unprecedented capabilities for finding and reaching
audiences
!17
Programmatic enables
addressable marketing

Best time in
history to be
investing in
marketing
Automation
Complexity has completely
outstripped human capacity
Targeting Data-driven control over wastage
Customer Lifetime Value
(CLV)
Higher-order goals tied to revenue
and success
Variable Marketing
80/20 customers accounting for
profitability.

The road to
programmatic and
marketing performance

Digital media evolution
Portals & Search Ad Networks Programmatic
1990s 2000s 2000s

Programmatic automates the entire marketing cycle
Attention
Finding receptive audiences that will pay attention and
respond to your ads.
Efficiency
Reforming inefficient processes to save you time.
Cost Savings
Reducing media waste to save you money.
Performance
Delivering data-driven reach, efficiencies, multiplier effects
and optimization that outperforms other marketing

And programmatic transforms media buying
Managing Segments:
Understand all audience data and use it to maintain segmented audience lists of
addressable prospects.
Identifying Inventory:
Locate the inventory that's the most likely to get prospects to take action among all
the billions of available impressions.
Brokering Transactions:
Determine the price of the inventory to be acquired and, if the price is right,
purchase the inventory.
Ad Serving:
Show ads in the right format and size across all the inventory that's been acquired.
Measurement:
Measure results after audiences are exposed to digital ads. Compare what
happened to the goals that were set.
Optimization:
Determine what, if anything, needs to change in order to
get better results in the future. Make the necessary changes and repeat.
1
2
3
4
5
6

Summary benefits of programmatic
Outstanding performance
Delivers new customers, not the ones you already have
Integrated proprietary data & delivery

Automation has revolutionized marketing
DATA INTELLIGENCE TARGETING OMNICHANNEL OPTIMIZATION

3 Pillars of automated marketing
Data Sources
3rd Party Data
CRM Database
Website Activity
Social Activity
Promotional History
Offline Channels
Custom Models & Segments
Transactional Data
Agency/Partner Data
Demo & Psychographics
DMP
Build Target Audiences
Refine & Optimize
Analyze Results
DSP
Display
Video
Social
Mobile
TV
DMP
DSP
Price Discovery &
Negotiation
+
Workflow &
Delivery

The programmatic ecosystem

Programmatic technical flow
BIG DATA LAYER:
Real-Time Data
Acquisition Platform
(DAP)
REAL-TIME
AUDIENCE
LAYER: Persona-
Centric Data
Management
Platform (DMP)
Real-Time Audience Activation
ShareGraph
Intelligence Engine
Audience Insights &
Analytics
DMP
Anonymous
Digital Persona
Data Store
Real-Time Web
Audience Stack
Po.st Sharing Tool
Real-Time
Social Stack
Po.st URL Shortener
Real-Time Mobile
Audience Stack
Mobile Software
CRM Data
Importer
3rd Party Data Importer
DELIVERY LAYER:
Omni-Channel
Demand-Side
Platform (DSP) Display
DSP
Mobile
DSP
Video
DSP
Social
DSP
In-App
Push
Marketing
Automation
APIs
Performance
Feedback

Know your data

Mindset targeting
Realtime emoji use on Twitter
• Mastering personalization
• Connecting with people based on
their expressed sentiment
• Delivering something relevant in an
emotional moment.
• Harnessing individual cues creates
meaningful interactions.

Automated buying through software
!30
RTB
buying inventory from exchanges
through online auctions
Private
Exchange
publisher restricts auction to select
buyers/advertisers
Direct
buying guaranteed and also
proprietary premium ad impressions
from specific publisher sites

Dynamic optimization
Test multiple
combinations of
components
Identify the best
performers related to
campaign’s KPI
Optimize
the campaign

Pricing
Body Level One
• Body Level Two
– Body Level Three
• Body Level Four
– Body Level Five
Body Level One
• Body Level Two
– Body Level Three
• Body Level Four
– Body Level Five
$3-15
Programmatic
Low visibility and high reach
Standard banners
$16-25
Run of Site
Banners or Pre/Mid Roll
Videos
Social Ads as well as videos
$26-50
Site Direct, Super Premium
Content.
High Impact/Rich media
High end is extremely
premium: CBS pre-roll video
during World Series.

Pricing comparisons
$59
$50+
$19
$10
$1.72
$5
Google AdWords Search
Campaign Average Cost
Per Action (CPA)
Google AdWords Search
Campaign, Highly
competitive industries
Average cost per action on Facebook Ads
Typical CPM Facebook
Average cost per click Facebook
Typical CPM Instagram
$0.58 Average cost per click Google Display Network

Programmatic spending by channel
!34
84%
Display 60%
Mobile 58%
Video 32%
Social 26%
Search 8%
TV

Programmatic-influenced marketing funnel
STAGE 1
Display, programmatic, social
STAGE 2
Marketing Automation
STAGE 3
Database Segmentation
Re-marketing
Lookalike targeting
Customers
Known visitors
Unknown visitors
CONVERSION

Questions?

Thank you.