Programmatic advertising an overview and action plan
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The document discusses the evolution and significance of programmatic advertising, highlighting its transition from traditional ad networks in the 1990s to automated processes expected to dominate by 2022. It emphasizes the importance of personalization, real-time bidding, and data-driven approaches in digital marketing. Additionally, it provides takeaways for marketers, including leveraging programmatic for first-party data growth and continuous testing to optimize advertising strategies.
Programmatic advertising an overview and action plan
- 1. Programmatic Advertising ● The evolution of programmatic ● How to leverage it within Digital Marketing @ifarmer Ian Farmer Managing Partner Frontiering
- 2. • Right AD (personalised) • Right PLACE (path to purchase) • Right TIME (triggered) • Right PERSON Offermoments.co.uk MEDIA is getting SMARTER
- 3. What is Programmatic Advertising “Automated rule based Buying & Selling of ads”
- 4. Phil Gaughran U.S. Chief Integration Officer at agency McGarryBowen https://www.cmo.com/features/articles/2017/9/25/the-future-of-advertising-automated-personalized-and-measurable-.html#gs.PtYKHoY By 2022, 80% of the advertising process will be automated
- 6. The Evolution of Programmatic Reservation Buying 1990s Now Ad Networks Ad Exchanges & SSPs DSPs Private Exchanges & Automated Guaranteed Direct Sold / Guaranteed / Reserved Indirect / Programmatic / Unreserved Programmatic Premium Source: https://www.slideshare.net/digiday/programmatic-101-what-all-publishers-need-to-know-digiday-wtf-programmatic-for-publishers-43015/6-the_programmatic_evolutionAd_Networksad_networks
- 9. WORDS WITH FRIENDS EXAMPLE
- 10. • Geo-location • 1st party data (retargeting)
- 12. WHY DOES IT MATTER? Automated Continuous Real Time Bidding Low value, high volume Flexible optimised based placement 1st party, 2nd party & 3rd party access A-Z testing and learning Full transparency of impressions Alert based, live modelling Salespeople driven Proposals / RFP’s, Pre-booked Low volume, high value Inefficient – limited changes Batch data / one off access Limited learning Lack of transparency End of Campaign reporting
- 13. INTELLIGENT AUDIENCE DATA - DMP • 3rd Party Data providers • Niche behavioural categories • Great way to build 1st party data www.thetradedesk.com
- 15. AD PLACEMENT BY APP GROUPINGS http://pushspring.com/
- 16. GEO-FENCE
- 17. A/B TESTING TO THE NEXT LEVEL https://www.adext.ai
- 19. Dynamic Creative
- 20. Programmatic TV
- 21. Cross-Device Targeting & Tracking
- 23. AI – VOICE SEARCH https://seopressor.com/blog/voice-search-marketers-guide/
- 24. Brand Safety Pre Bid Targeting Contextual / Smarter placement
- 25. Future of Programmatic - Blockchain • Smart contracts • Client advertiser to Publisher • Machine learning
- 26. TAKEAWAYS 1. Dip your feet in the water
- 27. TAKEAWAYS 2. Use Programmatic to grow your 1st party data
- 28. TAKEAWAYS 3. Incorporate Hunches into Marketing Processes
- 29. TAKEAWAYS 4. Test, Fail, Learn – Repeat DO FAIL TO LEARN DON’T FAIL TO LEARN
- 30. TAKEAWAYS 5. Right message to right consumer = Personlisation
- 31. 5 TAKEWAY TIPS to LEVARAGE this DISRUPTION 1. Dip your feet in the water 2. Use Programmatic to grow your 1st party data 3. Incorporate Hunches into Marketing Processes 4. Test, Fail, Learn – Repeat 5. Right message to right consumer = Personlisation
- 32. QUESTIONS? Ian Farmer ian@frontiering.com.au @ifarmer + 61 417 460 518