Use cases & programmatic ecosystem: How to cover all marketing objectives?
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Transcript of Use cases & programmatic ecosystem: How to cover all marketing objectives?
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Simply beyond
Use cases & programmatic ecosystem:
How to cover all marketing objectives?
Jean Meneveau, associated director
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Programmatic ads is only the first stepin the Digital Marketing ecosystem for
advertisers
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Feeling lost?
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2011-2014 2015-2017RTB development and democratization The RTB is unavoidable
Appearance of new techniques
Media diversification
KPI enrichment
Private marketplaces
CRMData marketing development
Channel multiplication
Engagement
Media attribution
+ + + +
Open auctions
Automatic prices
guaranteeFixe prices
Third party cookies
Cross device
Offline
Premium stocks AffiliationUnsold
“fat middle”
PerceptionAudience
Programmatic ads development is unlimited
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1.Touch
2.Interact
3.Convert
4.Engage
Very wide marketing objectives to cover
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Develop awareness and generate recognition of the brand / product
DMP
pre-roll video for Rexona #jedefietsonga
Touch
Cookie enrichment with data to
determine that this is a man who
practices sports
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Generate interaction on the advertiser's site
CTA dynamic variations to determine the best creative
TESTING DCO
Interact
L’Oréal banners
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Increase online sales by better targeting
Real time targeting of purchase intent through
different channels and user devices with geolocation
REAL TIME
OMNI-CHANNEL
Convert
Orange retargeting offers
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Build customer loyalty with personalized offers
Link to the user profile to push relevant offers
Nestlé Coupon
Engage
DMPCRM
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Programmatic remains frozen on a strong dichotomy between media buying and data users / customers
SEM, displa
y…
CRM www.
X DSPAd
server
Data supply, aggregation, optimization
Creative optimization
Creative creation
Reporting
Media buying platform (media decisioning)
Data marketing univers “user-centric”
Programmatic media buying
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Advertisers and agencies occupy a separate scope which reproduces technology silos
SEM, displa
y…
CRM www.
X DSPAd
server
Data supply, aggregation, optimization
Creative optimization
Creative creation
Reporting
Media buying platform (media decisioning)
Univers Data marketing “user-centric”
Programmatic media buying
Managed by agencies
Data fragmented managed by advertisers
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Marketing data introduces a revolution that reconciles user data with media buying
SEM, displa
y…
CRM www.
X DSPAd
server
Data supply, aggregation, optimization
Creative optimization
Creative creation
Reporting
Media buying platform (media decisioning)
DMP
Data marketing univers “user-centric”
Programmatic media buying
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But this data marketing revolution rises the question of agencies and advertisers roles
SEM, displa
y…
CRM www.
X DSPAd
server
Data supply, aggregation, optimization
Creative optimization
Creative creation
Reporting
Media buying platform (media decisioning)
DMP ??
?
??
?
?
?
Data marketing univers “user-centric”
Programmatic media buying
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1. Media ecosystem fragmentation
SE
M
SE
O
Search Affiliation Display Social
Netw
ork
Dir
ect
Bra
nd
Perf
.
Advert
.
Vir
al
Digital channels for acquisition
Program.
SEM dec.
SEO dec.
Network dec.
Direct dec.
Brand dec.
Perf. dec.
Socialdec.
Social Viraldec.
Bid Mt Net. AdSAd Server
Overall Media decisioningManagement
Analytics
Publication tools
Performance
measurement tools
Ad ServerAd Server
TDTDTDAd Server
Bid Mt Ad Server Ad ServerAd
ServerWeb anal.
Report Report Report Report Report Report Report Report
Ad Server
Web anal.
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2. Generalization of programmatic multi-channel
SE
M
SE
O
Search Affiliation Display Social
Netw
ork
Dir
ect
Bra
nd
Perf
.
Advert
.
Vir
al
ProgrammaticProgram
.
SEM dec.
SEO dec.
Network dec.
Direct dec.
Brand dec.
Perf. dec.
Socialdec.
Social Viraldec.
Bid Mt Net. AdSAd Server
Overall Media decisioning
Ad ServerAd Server
TDTDTDAd Server
Bid Mt Ad Server Ad ServerAd
ServerWeb anal.
Report Report Report Report Report Report Report Report
Ad Server
Web anal.
Digital channels for acquisition
Management
Analytics
Publication tools
Performance
measurement tools
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3. Ad serving and analytics centralization
SE
M
SE
O
Search Affiliation Display Social
Netw
ork
Dir
ect
Bra
nd
Perf
.
Advert
.
Vir
al
ProgrammaticProgram
.
SEM dec.
SEO dec.
Network dec.
Direct dec.
Brand dec.
Perf. dec.
Socialdec.
Social Viraldec.
Bid Mt Net. AdS
Centralised Ad Server
Ad Server
Overall Media decisioning
Attribution modeling
Ad ServerAd Server
TDTDTDAd Server
Digital channels for acquisition
Management
Analytics
Publication tools
Performance
measurement tools
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4. Adding DMP to "user-centric“ vision
SE
M
SE
O
Search Affiliation Display Social
Netw
ork
Dir
ect
Bra
nd
Perf
.
Advert
.
Vir
al
ProgrammaticProgram
.
SEM dec.
SEO dec.
Network dec.
Direct dec.
Brand dec.
Perf. dec.
Socialdec.
Social Viraldec.
Bid Mt
Centralised Ad Server
Overall Media decisioning
Attribution modeling
DMP
CRM
Ext. data
On-site data
…
Net. AdSAd Server Ad ServerAd Server
TDTDTDAd Server
Digital channels for acquisition
Management
Analytics
Publication tools
Performance
measurement tools
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Programmatic is an accelerator of the digital transformation of advertisers
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Questions