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Programmatic

Scott Moorhead Head of Digital Trading, Havas Media Group

@scottmoorhead77

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What is Programmatic?

Def: Programmatic Buying describes online display advertising that is aggregated, booked, flighted, analysed and optimized via demand side software interfaces and algorithms. While it includes RTB it also includes non RTB methods and buy types such as Facebook Ads API (and Linked in)

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The Rise of Programmatic

The share of ads bought through programmatic technologies in the UK is estimated to grow from 28% in 2013 to 60-75% of total digital display advertising by 2017*

Programmatic Media Buying

Direct Media Buying*Source: IAB Programmatic Market Study 2014

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So why has it taken off?

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Ad Placement Decision

$ Rate

Content

User Attributes

Frequency

Previous engagement

Ad SizeCreative

Geographic location

Performance

Time

Device Type

Automation of tasks

100 milliseconds

Programmatic buying is so effective because it makes every individual impression, brand-attribute lift shift, click, and conversion measurable in real time.

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Conversion Success – The Brain

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Better targetingacross channels

and devices

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Programmatic industry based

on 3 ingredientsMedia

Data Technology

Programmaticingredients

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Human touchProgrammatic is merely a tool for delivering advertisements efficiently to targeted audiences.

The process relies heavily on human input tomanage the new programmatic Challenges

Human analysis ensures the buying strategy can be refined and provides a solid base for automated campaign optimisation.

Without it, brands could waste their marketing investment by optimising against the wrong metrics.

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One unified platform – Single View

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Targeting me

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Brand Love. Delivered.We’ve never been closer to the ultimate promise of brand advertising in the digital age.

Performance . Delivered.Data fuelled insights delivering sales results

When an ad is delivered in real-time to an individual, they are twice as likely to interact with it…

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Brands are embracing programmatic to:

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Brands are embracing programmatic to:

#talentbites WTF Happened?

…..there are new challenges

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Brand Safety

*Source: Project Sunblock Research, Dec 2013

Viewability

Ad Fraud

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Consumers arealways connected

interested in relevant messages

increasingly digitally engaged

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ProgrammticDoing it properly

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Engagement comes more easily when creativity and technology work together

Step 3

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Step 1

ORGANISEOrganise audience insights

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Step 2

DESIGNDesign compelling creative

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Step 3

MEASUREMeasure the impact

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Be open minded

Be brave

Be inquisitive

Programmatic for you