PROGRAMMATΙC DEMYSTIFIED?

28 January 2016

•What is it?•3 facts•3 challenges•3 benefits•Mobile programmatic – is it different?•and doing programmatic the Unilever way

PROGRAMMATIC DEMYSTIFIED

It’s the technology,

stupid!

WHAT IS IT?

Programmatic Advertising is the practice of using technology to automate and streamline the buying and selling of online advertising. While it includes Real-Time Bidding (RTB),

there are several other Programmatic Advertising methods and buy types that are

being used today.

TYPES OF PROGRAMMATIC

•1st fact: Programmatic is on the rise

3 FACTS

•2nd fact: Advertisers, Agencies and Suppliers intend to increase share of programmatic

• 32% of marketers spent more than 50% of their budgets on programmatic in 2015, more than four times the 7% who focused on programmatic in 2013, and more than double the 14% in 2014.

• 66% of marketers plan to increase their budget on programmatic in 2016 (x2 the number in 2015)

• 87% of marketers indicate they plan to increase their mobile retargeting investment in 2016

3 FACTS

AdRoll 2016 "State of the Industry Report"

•3rd fact:

- Programmatic is moving from a tactical tool used for driving

efficiency to a core strategic activity, for buyers and sellers alike

- from remnant inventory to premium

- from monetization via open exchanges to more curated/

controlled programmatic environments (PMP)

3 FACTS

•1st challenge: for many, programmatic is quite confusing

3 CHALLENGES

•2nd challenge:

Concerns about transparency and fraud

• (buyers) where is my brand going to appear?

• Viewability & verification

• (sellers) which brands are going to appear on my

property

3 CHALLENGES

•3rd challenge:(buyer) What do I pay for? – (seller) how much is left for me?

3 CHALLENGES

•1st benefit

•The right message, to the right person, at the right

moment, delivered at scale

3 BENEFITS/ KEY SUCCESS FACTORS

•2nd benefit

•Targeting individuals (not machines) across

platforms, across screens

3 BENEFITS/ KEY SUCCESS FACTORS

•3rd benefit

•Using the power of data • 1st, 2nd , 3rd party data

• Actionable data

• From data to insights

3 BENEFITS/ KEY SUCCESS FACTORS

•Is it different?

•Programmatic turbo- charged !• Data – more sophisticated targeting (device, location,

contextual, behavioral)

• Creatives and ROI – intrusive vs non-intrusive (banners,

interstitials, video units, native)

• Transparency and measurement

MOBILE PROGRAMMATIC

THE UNILEVER WAYHybrid trading desk solution•Closing the cycle from consumer understanding to measurement•Ownership of data•Driving data-driven capabilities and innovation•Building a relationship marketing engine•Providing a multi-channel solution across display, video, mobile and social•Driving Unilever verification standards•A constant learning and optimization process

THE UNILEVER WAY1.Hyperlocal mobile: adapting media and creative based on consumer shopping habits

THE UNILEVER WAY2. Thermal: Adapting media and creation based on weather conditions at postcode level

Bid boost

Bid boost

Bid boost

•Unilever Greece started using programmatic in 2014• From inventory buying to audience buying

• Better targeting – minimizing wastage

• Both for awareness and performance campaigns

• Desktop and mobile-responsive

WHAT ABOUT GREECE?

THANK YOU

The real value of programmatic is reached when it enables insight,

collaboration and results and serves as a strategic tool for the

future