WHY MEASUREMENT MATTERS FOR BRANDING IN A PROGRAMMATIC WORLD

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Silicon Valley Driverless Car.mp4

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PROGRAMMATIC BRINGS SPEED, PRECISION, AND CONTROL TO AD BUYING

TRADITIONAL MEDIA BUYING: 3 WEEKS BEFORE CAMPAIGN

$1 CPM100MIMPRESSIONS

ADVERTISER PUBLISHER

Females18-49

Female 18-49

Likes Comedy Movies

Lives in NYC

Frequent Flier

Max $1 CPM

PROGRAMMATIC MEDIA BUYING: 200 MILLISECONDS BEFORE AD EXPOSURE

INTENDED AUDIENCE

AD DELIVERED

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MARKETERS ARE INVESTING IN PROGRAMMATICProgrammatic forecasted to make up over 25% of all digital buys

2013 2014 2015 2016 2017$0

$1

$2

$3

$4

$5

$6

$7

0%

5%

10%

15%

20%

25%

30%

Online Display Online VideoMobile Display and Video % of total

(in b

illio

ns)

SOURCE: International Data Corporation (IDC), Forward Markets 2013-2018: Moving Direct Display Ad Sales onto the RTB Platform

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WHAT BRAND MARKETERS ARE STILL LOOKING FOR

1. Transparency

2. Inventory quality

3. Technology simplicity

SOURCE: AOL, “7 Things You Need to Know About Programmatic Right Now”, 8/13/2014

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MEASUREMENT MATTERS (EVEN MORE) IN A PROGRAMMATIC WORLD

x x

BRAND MARKETERS’ FUNDAMENTAL MARKETING NEEDS DON’T CHANGE WITH PROGRAMMATIC

EVEN ALGORITHMS CAN BE WRONG (AND THEN REPLICATED VERY QUICKLY)

NEUTRAL 3RD PARTY MEASUREMENT CAN PROVIDE VALIDITY AND CONSISTENCY

HOW TO USE BRAND MEASUREMENT IN A PROGRAMMATIC WORLD

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ENSURE YOU’RE REACHING THE RIGHT AUDIENCE

M 25-35 Actually…F 18-25

AD DELIVERED

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USE A CONSISTENT, COMPARABLE METRIC TO PLAN, BUY AND SELL AUDIENCES

New GRP-based digital video planning and buying tool

CHALLENGE RESULTSSOLUTION

Measured audience GRPs and age/gender metrics, use API to show reporting

in interface

Platform learned from placement level GRPs,

auto-optimizes audience delivery over time

Video advertising platform needed TV comparable metrics

to attract more brand budgets

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USE BRAND DATA TO ENSURE YOUR ADVERTISING RESONATES

Site visitation

Demographics

Click activity

Direct response activity

High Intender

Actually…Low Intent Brand Lift

AD DELIVERED

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DRIVE BRAND LIFT, AT SCALE

Reached brand positive audience

at scale, drove brand lift

CHALLENGE RESULTSSOLUTION

Measured brand lift in real-time, pulled reporting into platform through API for real-time optimization

Pixelled off of positive brand responders to

inform look-alike models

Agency trading desk needed to ensure

campaign was hitting KPI – brand lift.

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NO MATTER HOW IT’S BOUGHT, DID THE CAMPAIGN DRIVE THE DESIRED REACTION?

Geographic

Demographics

Brand lift

Audience segmentation

AD DELIVERED

+9%Sales Lift

Exposed to Ad

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USE OFFLINE DATA TO IMPROVE ONLINE CAMPAIGNS

Increased reach through

incremental online gains

CHALLENGE RESULTSSOLUTION

Identified under-exposed TV

audiences online

Applied look-alike model to reach “TV extension”

audience at scale

Automaker advertising on TV

wanted to maximize reach across screens

WHAT DOES THE FUTURE OF PROGRAMMATIC LOOK LIKE?

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PROGRAMMATIC SHIFT TO BRANDING WILL CONTINUE

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PROGRAMMATIC WILL INCREASINGLY GO ACROSS PLATFORMS

TV

ONLINEMOBILE

CROSS-PLATFORM

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PROGRAMMATIC CAN APPLY DATA FROM ONE PLATFORM TO ANOTHER

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CONCLUSION

• Set it, but don’t forget it….close the loop

• Richer data sets will help fuel both the buy side and sell side

• Programmatic is evolving…and will continue to evolve over time