Programmatic Booklet_FINAL
- 2. ninthdecimal.com© 2016 NinthDecimal WHAT is PROGRAMMATIC? 3 TABLE of CONTENTS 4 6 8 12 10 14 16 What Is Programmatic? Why Is It so Popular? Where Does the Data for Mobile Programmatic Come from? NinthDecimal Understads Physical World Behavior 4 Great Myths of Mobile Programmatic A Full Mobile Programmatic Solution NinthDecimal Audiences Sample The application of artifical intelligence, algorithms & big data to: Bid on an advertising inventory source Through an advertising exchange (DMP/DSP) In real time For the opportunity to: Show one specific ad To one anonymous consumer In one context On one device 2 3 How Does It Work?
- 3. ninthdecimal.com© 2016 NinthDecimal Programmatic has revolutionized how we think about data and media buying. Its popularity continues to grow due to several factors: WHY is it so POPULAR? “ • Programmatic buying separates media from data • Agencies and Advertisers don’t have to go through a lengthy IO or contract process • No spend or volume commitments • Better efficiency & speed • Multiple reporting options • Agencies can optimize without back & forth between networks and vendors In 2015 mobile programmatic eclipsed desktop/laptop programmatic for the first time, and in 2016 is expected to account for over 69% of programmatic ad spend. eMARKETER ” 2015 billion billion 2016 * $15 $20 4 5 *CMO.com Total programmatic ad spend growth
- 4. ninthdecimal.com© 2016 NinthDecimal The data used in programmatic (including mobile programmatic) can come from a wide variety of sources. Audiences can be based on: • behavioral (online/cookie-based) data • offline data • purchase data • survey or self-reported psychographic data • physical world (location) data The quality of these audiences varies greatly depending on the sources of the data and how it is vetted. The foundation of NinthDecimal audiences is physical world data. Marketers are following consumers’ mobile behaviors to do the basic function that programmatic marketing must fulfill: deliver messages in an automated fashion where the target audiences are. JIM NAIL, FORRESTER DEMOGRAPHIC DATA: • Age, Gender, Income, Ethnicity • Education Level, Married, Kids WHAT THEY CONSUME: • Purchase Habits • Eat/Drink • Loyalty WHERE THEY GO ONLINE: • Cookie-Based Data HOW THEY VIEW THEMSELVES: • Self Reported • Survey Based “ WHERE DOES the DATA for MOBILE PROGRAMMATIC come FROM? 6 7 where people go in the real world
- 5. ninthdecimal.com© 2016 NinthDecimal The foundation of NinthDecimal’s programmatic audiences is high-quality data. We base our audiences off of physical world data by seeing where people go in their day-to-day life. NINTHDECIMAL understands PHYSICAL world BEHAVIOR We continually test and refine the audiences on our own platform before making them available on other platforms. Sears Baseball Field Home Depot Bricktown Mall NinthDecimal has a comprehensive portrait of your target based on all the places they go in the real world to identify what audience they belong to. 8 9 By using where people go as the best indicator of who they are, we have built a sophisticated understanding at a device-level of lifestyle, demographic, and enthusiast audiences. Privacy and data quality are paramount to our process, which is why we have rigorous filters and verifications in place to ensure only the best data is used in forming our audiences. Lee Nails Starbucks
- 6. ninthdecimal.com© 2016 NinthDecimal HOW does it WORK? NinthDecimal Curates Audience Profiles NinthDecimal Programmatic Partners Profiles Are Available Via Our Programmatic Partners Targeted NinthDecimal Audience Ad Placements Optimized Based On Audience Segments Advertiser Selects Audiences Determines Budgets And Places Bid 10 11
- 7. ninthdecimal.com© 2016 NinthDecimal 1 2 4 3 The inventory that is available programmatically is the same inventory that is available directly. It’s possible to measure real world impact of programmatic campaigns by looking at the incremental foot traffic that was driven to a location as a result of ad exposure. Programmatic audiences are no longer restricted to being based on a single data point such as “HH income of 100k” or “big box shopper”, but can be as multi- dimensional as your target consumer. 4 GREAT MYTHS of MOBILE PROGRAMMATIC “There’s a lack of precision and 1:1 targeting in programmatic” “Real audience targeting on mobile programmatically doesn’t exist yet” “Measurement beyond CTR doesn’t exist in programmatic” “The inventory in programmatic is not quality” Precision is possible when Device IDs and location data are used as the basis of user profiles and audiences, instead of modeling based on panels or approximate tiles or geo-fences. the TRUTH the TRUTH the TRUTH the TRUTH 12 13
- 8. ninthdecimal.com© 2016 NinthDecimal • Hundreds of physical world based standard segments ready to activate on the partners you already use • Custom segments are easy to create and deploy • We can make your customer file available through your DSP of choice for targeting programmatically • Don’t judge performance of a campaign off CTR • Measure real world impact by using LCI™, the industry’s leading foot traffic measure- ment metric Activate the same segments across Mobile and Desktop programmatically Then measure the real world change in visitation • Understand the incremental lift a programmatic campaign drove to a location THE INDUSTRY STANDARD FOR MEASUREMENT HIGH-QUALITY DATA FORMS THE BEST SEGMENTS YOUR CRM DATA: EFFICIENT & AVAILABLE The Industry’s Most Advanced Programmatic Solution Suite NINTHDECIMAL Programmatic SOLUTIONS 14 15
- 9. ninthdecimal.com© 2016 NinthDecimal ENTHUSIAST PROFILES • Fashionistas • Green Consumers • D.I.Y. (Do-It-Your-Selfers) • Golf Enthusiasts NINTHDECIMAL AUDIENCES Sample LIFESTYLE PROFILES • College Student • Healthy Living • Traveler • Pet Owners IN-MARKET PROFILES • Auto Intenders • New/Expectant Parents DEMOGRAPHIC PROFILES • Parents of School Age Children • Household Income FOOD & BEVERAGE • Starbucks • McDonald’s • Denny’s • TGIF • Taco Bell 16 17 SHOPPER • Big Box Retailers • Target • Williams-Sonoma • Gap • IKEA • Avis CUSTOM PROFILES • Walmart shopper who hasn’t shopped at Target in 30 days • Regular gym goer who does not shop organically • New moms who frequent buybuyBaby or Bed Bath&Beyond
- 10. © 2016 NinthDecimal Questions? We’re here to help. Programmatic@ninthdecimal.com www.ninthdecimal.com/programmatic