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Gary Milner Global Director

Digital Marketing, Lenovo @jagred

“Bet you didn’t know”

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Win A Tablet – What Music Is That? Tweet to #Digiday

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Digital Media Supply Chain Management Is Critical How Inefficient Media Management Destroys Brand Impact – Cost Waterfall

$100

Agency Cost DSP Cost

Ad serve SSP

Ad Fraud

Viewability Media Efficiency (view time)

Brand Safety

$20 (-80% of spend)

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Media Has A Bullseye On It!

Source :Marketing Science Consulting Group

5 2015 Lenovo Internal. All rights reserved.

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MEDIA DATA CREATIVE

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Things Brands Should Ask – Programmatic Supply Chain

How Many Private Markets?

Why So Many DSP?

Are My Premium Suppliers Using Audience Extension?

DSP – a conflict of interest (media and tech)

Is Retargetting Factoring in Viewability?

Are My Deal ID”s Being Shared?

“Only 2 DSP Authorized”

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Things Brands Should Ask – Viewability?

How much of my media is measureable?

Am I leveraging larger players?

Why show me a site list for transparency?

Are you using off target media to make Viewablity target?

Is Retargetting Factoring in Viewability?

Did I pay for non measured?

Use VCPM to optimize vs ecpm?

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VIEWABLE CPM FACTORS COST OF MEDIA INTO EQUATION

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Things Brands Should Ask – Viewability?

How much of my media is measureable?

Am I leveraging larger players?

Why show me a site list for transparency?

Are you using off target media to make Viewablity target?

Is Retargetting Factoring in Viewability?

Did I pay for non measured?

Use VCPM to optimize vs ecpm?

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Ad Creative

Operating in A Safe Environment?

Is It Really Built For Media Purpose?

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Ad Creative

Operating in A Safe Environment?

Is It Really Built For Purpose?

AD Here

12 2015 Lenovo Internal. All rights reserved.

Key Takeaways ü Manage Your Marketing Supply Chain

ü Ask Questions In Each Component

ü Be Relentless In The Pursuit Of Excellence

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THANK YOU