Programmatic Pioneers

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How bespoke is your programmatic? @mythingsmedia

Transcript of Programmatic Pioneers

Page 1: Programmatic Pioneers

How bespoke is your programmatic?

@mythingsmedia

Arash Hekmat
Different shaped pieces?
Arash Hekmat
Shachar approval before design, this slide might be unnecessary
Arash Hekmat
Running
Arash Hekmat
Running
Shachar Radin Shomrat
Combine with previous
Arash Hekmat
Running
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Laying down to jogging
Arash Hekmat
Creative for same company/style as above:Time to treat yourself? XX dish delivered for just £15ORDER NOW
Arash Hekmat
Miniature of Laying down silhouette from previous slide as icon
Arash Hekmat
Logo in centre to highlight anonymised advertiser - Food Industry
Arash Hekmat
Anonymise and simplify,More interesting funnel names?
Arash Hekmat
Better graphical representation of Lay, Crawl, Baby Steps, Walk, Jog, Run???!!Gradient to highlight the fact that most are at walk stage???
Arash Hekmat
Create mock that is similar to this but not GolfOnline-specific, should match previous slide. Food?
Arash Hekmat
Create mock showing this info, but not Golf Online
Arash Hekmat
Simplify and anonymize
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Emarketer

Programmatic spend is soaring, fuelled by the growth of mobile.

UK programmatic spend 2016

2.5bn70% of total display ad

spendEmarketer

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Ready-made ‘Playmobil

Mode’

We’re witnessing a major market transition from ready-made programmatic...

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...to fully customised programmatic.

Bespoke ‘Lego Mode’

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True programmatic pioneers are shifting to Lego Mode, whether in-house or with partners.

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In Playmobil Mode, the various building blocks of programmatic come pre-assembled.

Funnel stages Segmentation

Creative

Models

Cross-channelMessaging

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Let’s see Lego Mode in action...

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Prospect

Shopper

Buyer

Bespoke funnel stages

Customer

All programmatic is built on a series of underlying assumptions about the sales funnel.

Visitor

Bespokefunnel stages

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Prospect

Visitor

Registered (B2B/B2C)

Shopper (B2B/B2C)

Risk of Lapsing

Ceased

Registered

Occasional viewer

Binge watcher

Subscriber

Prospect

App installer

Visitor (discovery)

Researcher

Occasional traveller

Regular traveller

However, funnels differ by vertical...

Bespokefunnel stages

Visitor

Prospect

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…and among advertisers within the same vertical.

Bespoke funnel stages

Prospects Dormant

App installerDay 1 Day 7 Day 30

Registered user

Subscriber

Engaged ViewerDesktop (Day

1)App (Day 8)

Occasional ViewerDesktop (Day

1)App (Day 8)

Visitor

Registered

Occasional viewer

Binge watcher

Subscriber

Prospect

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In Lego Mode, you build your own bespoke funnel.

Prospects Dormant

App installerDay 1 Day 7 Day 30

Registered user

Subscriber

Engaged ViewerDesktop (Day

1)App (Day 8)

Occasional ViewerDesktop (Day

1)App (Day 8)

£0.8m £80k

£402k £313k

£189k

£567k

£201k

£188k

£67k

£142k

£130k

Bespoke funnel stages

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Once your custom funnel is built, programmatic engines can optimise automatically per stage.

Bespoke funnel stages

£0.8m £80k

£402k £313k

£189k

£567k

£201k

£188k

£67k

£142k

£130k

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Subscriber

Dormant

Prospect

Registered

Unregistered

The benefit is richer insights for every funnel stage.

Bespoke funnel stages Incremental ROI per funnel stage

£16.50

£12.95

£11.55

£7.97

£8.00

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Segmentationbased on CRM

Banners with dynamic products

and personalisation

Externalised CRM data

In Lego Mode, CRM data can be used to power programmatic campaign segments.

Offline XMLOnline feed DMP integration

Bespoke CRM

segments

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Bespoke CRM

segments

This ensures personalisation is as relevant as possible to your customer base.

Economy class travellers

First class travellers

Last-minute travellers

Loyalty scheme Destination push App user

acquisition

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Bespoke CRM

segments

Leading, again, to richer insights and enhanced performance for segmented creative.

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Bespoke creative

In Lego Mode, programmatic creative are constructed to better fit a brand’s tone and style.

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In Lego Mode, machine learning models are customised to be advertiser-specific.

Bespoke models

No. Feature Value Coefficient

27 BannerSize 100x72 -0.340

68 OS android -0.110

192 BrowserType Chrome 0.276

240 FunnelStage Lapsed 0.142

434 TimeFromLastVisit 17 0.314

540 ImpressionsSinceClick 2 0.560

Advertiser campaign data

Model coefficients

Optimisation

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Notifications

In-app messaging

SMSEmail

App trackers MEPs

Retargeting

In Lego Mode, programmatic is plugged into mobile platforms for synced messaging.

Bespoke cross

channel

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So, how bespoke is your programmatic?

Programmatic Pioneers ‘From Pixels to People’ report

65%of brand marketers are, at best, “getting there” when executing programmatic.

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The market still has some way to go!

Bespoke programmatic

ScalingactivityTestingLearningNo

activity

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We see more of our advertising clients switching to Lego mode.Percentage of our client base in Lego Mode*

*Using myFunnel, myThings’ customized funnel solution

2015

2016

2017E

4.2%

12.5% (+312%)

56% (+448%)

Early adopters Early majority Late majority LaggardsInnovators

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Map your custom funnel stages1

2

3

4

5

Externalise your CRM data

Extend email marketing messaging to display

Customise your creatives

Sync messaging across channels

How do you activate Lego Mode? Start thinking bespoke, not ready-made.

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mythings.com

Taking programmatic personally

@mythingsmedia

Bespoke web & app retargeting