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Programmatic Marketing -
A Brand View
Gary Gary Milner Nicole EstebanellDirector, Lenovo SVP Media, Digitas
@jagred @nestebanell
Stranger In A Strange Land – Part 1 – Gary (@jagred)
Alan Partridge
Geordie accent problems - YouTube
Raleigh
Newcastle
Stranger In A Strange Land - Part 2 – Nicole (@nestebanell)
SPAIN
COLORADO
TITLE TOWN
6
A $50b global
personal technology company
with 40,000 people and
customers in 160+ countries.
A GLOBAL MATRIXED ORGANIZATION
CH
INA
AM
ER
ICA
S
AS
IA P
AC
IFIC
EM
EA
MOBILE BUSINESS
GROUP
PCBUSINESS
GROUP
GLOBAL OPERATIONS
CU
ST
OM
ER
-DR
IVE
N
FR
ON
T E
ND
INT
EG
RA
TE
D
BA
CK
EN
D
EnterpriseBUSINESS
GROUP
M
O
T
O
R
O
L
A
10
We fuse creativity, data and technology
to help our clients
Joe Zawadzki, CEO, MediaMath
"The use of technology to
automate processes and the use
of math to improve results.
It is the future of marketing,
available now."
Brand Declarations of Programmatic Adoption
“As the walls of TV buying start to crumble, all
media buying will be programmatic”
Pioneers Start The Trend – Software Eats The World
Followers
Brand Declarations of Programmatic Adoption
$10 BILLION
16
Automated ads will account for
nearly 50%
of the US digital display market
PROGRAMMATIC DRIVEN BY INDUSTRY COMPLEXITY
CROSS
DEVICESWASTE COMPLEXITY AUDIENCE
PROGRAMMATIC DRIVEN BY INDUSTRY COMPLEXITY
Life Philosophy And Digital
“ We overestimate the potential of
technology in the short term,
underestimate in the long term
Life Philosophy And Digital
“There’s no chance that the iPhone is going to get any
significant market share. No chance.” ~Steve Ballmer (6/29/07)
Life Philosophy And Digital
"This 'telephone' has too many shortcomings to be seriously
considered as a means of communication. The device is
inherently of no value to us."~ Western Union telegraph company memo, 1877
IN JULY 2013 LENOVO SIGNED A GLOBAL
MARKETING AGREEMENT WITH TUBEMOGUL
Starting the Change Shift:
THE MEDIA
– Video highest growth online media
– Video better at driving consideration (vs display ads)
– (sight, sound and emotion)
THE MARKET
– Media buying is dramatically changing from inefficient paper based to electronic trading (programmatic)
SOLVES LENOVO NEEDS
– Align Geo operations, media buying and data
– Drives consistency in skills
– Significant lower costs on tight budget
– Provides fast changes based on insights and data
WHY DID WE DO THIS
Fastest Growth Media Spend Globally
-38% YOY (India 70% YOY)
Traditional Media 1% YOY Growth
Lenovo Platform Stack
Measurement
Audience
Safety
Content
Media
Integrated Process
Lenovo Platform Stack
TV/Video
Mobile/Native
Safety
Search + DMP
Measurement
BENEFITS
• Drives Global media buys
• Cultural consistency
• Aligns Agencies
• Creative Test Framework
• Remove opinion
• Reduce Waste
• Target Audiences w/ data
• Opportunity For Central
Operations
What is the Buy Model?
Is there pre bought inventory that can bias decision making?
Does tech vendor make money from anyone other than the advertiser?
How is Tech Vendor Being Paid?
Pre Bought Inventory Exchange Based Media
vs
Are you dealing with a black box or a visible software tool?
Is the Technology Real And Can You Self Serve?
Do you have broad access to inventory?
MeasurementFraud & ViewabilityDMP
3rd Party Specialist Integration
Lenovo Brand View: Specialist tools more likely to be kept state
of the art than “one solution fits all”
Integrated Fraud Verification – Example
Integrated Fraud Verification – Example
Is There A Future Vision For The Platform?
New TV Buying
Is There A Solid Process For Support And Training
Do You Have Global Reach?
Do you have global reach?
Theory: Programmatic Advertising will drive more efficient brand
consideration vs. premium media
DROVE BRAND CONSIDERATION AT 4X LOWER COST
Implications
Drive premium buys to context
(tech/audience/sponsorships),
Drive efficiency through programmatic
Site Type (Video) Cost per Completed View Cost per ppt Aware Cost per ppt Consider
Q2 Campaign Avg. * $0.04 - -
Programmatic $0.02 S12K $85K
Premium $0.05 S92K 307K
Key Highlight
Programmatic drove the most
efficient cost to drive consideration
BUYING TARGETED AUDIENCES WITH PLATFORM RAISES PURCHASE INTENT
Buy Media Targeted at 18-35
CONTROL
Model the buying target based
upon .com visitors. Feed to
Tubemogul for media buy
AUDIENCE TARGET
+7% IN INTENT OVER
STANDARD AUDIENCE BUY
Brand To Demand - Display Video Overlay Drives Intent
UP TO 20% MORE THAN CONTROL
“TOP BRAND CONCERNS ON PROGRAMMATIC"
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