Google Confidential and Proprietary

Demystifying Programmatic Marketing

Gielke Burgmans Industry Manager DoubleClick Benelux

Google Confidential and Proprietary

THIS MAN CHANGED EVERYTHING

HUGE AMOUNTS OF DIGITAL MEDIA SPACE 1

72 67 32 20 5

1,000,000,000 EXPLOSION OF CONNECTED DEVICES 2

Google Confidential and Proprietary

LOCATION

SEARCH DEVICE

AGE INTEREST

GENDER

ABUNDANCE OF AUDIENCE SIGNALS 3

Using technology and audience insights to reach the right user, in the right place with the right message in real time.

[proh-gruh-mat-ik]

Everything digital needs to be controlled by software 4

TWO WAY COMMUNICATION WITH THE CONNECTED CONSUMER

IN REAL TIME

[proh-gruh-mat-ik]

Customers timing

Advertiser centric

Personalization at scale

Your timing

Customer centric

One message for all

[proh-gruh-mat-ik] :

How do marketers break through fragmentation

and focus on the customer?

marketers use an average of 4.9 platforms to execute a single campaign

Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

A fragmented approach is a breeding ground for challenges

Fragmented Insights

Performance Obstacles

Inefficiencies

Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

Google confidential

Google confidential

Single point of access increases campaign

efficiencies up to

33%

Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013 Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014

A unified platform leads to increased efficiency and better performance

32% average

reduction in CPA

Plan

Create

RESULTAAT: +50% post click conversie verbetering per 1000 impressies tov de oude situatie

Plan

Create

Investigate & obtain more knowledge

Start small (test & learn) or start big (believe)

Start planning from campaign to always on

1

2

3

Do!

Data & Technology choice & ownership

Buying vs execution vs inhouse

Internal & external silo’s

1

2

3

Think (about)

Google confidential

Thank you gielke@google.com