1
Programmatic AdvertisingUniversity of Zürich — 4. November 2016
Dorian KindTechnology Lead @ Webrepublic
2
What Is Programmatic?
Programmatic Buyingdescribes all digital advertising where demandand supply of ad space isconnected automatically.
3
What Is Programmatic?
As we automate, as technology advances through machine learning, and things just become better, faster and more proficient, we can actually start to identify things in real time, make changes to our campaigns and achieve better results as a consequence.That’s a huge opportunity.
— Rob Moore, Roadshow Films Programmatic Summit 2016
✭
4
Enter Programmatic
Up until not too long ago, a large part of advertising was about having the right access to the right people. Human-to-human interaction defined the market.
With the advent of the internet, marketers quickly determined that a new channel for advertising was born.
Available ad space eventually outgrew media buyer’s capabilities.
✭
5
Enter Programmatic
First advertising techology solutions came into existence.
Publisher-Advertiser interaction was being increasingly automated.
Ad networks and exchanges moved from leftover inventory dump to a place where every impression is being auctioned off the exact millisecond it happens.
✭
6A Programmatic Ecosystem✭
7
The Life of an Impression
A user visits a web site where an ad space is waiting to be filled✭
8
The Life of an Impression
This ad space is being managed by the publisher’s ad server,collecting signals about this particular visit.
✭
9
The Life of an Impression
A supply side platform (SSP) collects the impression, bundles it with other signals and offers the ad impression to an ad exchange.
✭
10
The Life of an Impression
Advertiser employ Demand Side Platforms (DSP) that have the opportunity to bid on the ad impression if its signals are relevant for the advertiser’s targeting.
✭
€€€€
€
€€
11
The Life of an Impression
After the auction is over, the winning advertiser’s creative is served from its ad server to the visitor
✭
12
Signals, Lots of Signals
Demographic CRM Data Web Analytics Social (YouTube)Interests
13
THE PROGRAMMATIC PYRAMID PITCH
14
CREATIVES
MEDIA BUYING
TRACKING & DATA
15
CREATIVES
MEDIA BUYING
TRACKING & DATA
16
Recap: What Is My Advertising Goal?
My target audience should SEE my ad
My target audience should CLICK my ad
My target audience should KNOW my brand
My target audience should SIGN UP
My target audience should BUY something
My target audience should be CUSTOMER forever
17
My target audience should SEE my ad
My target audience should CLICK my ad
My target audience should KNOW my brand
My target audience should SIGN UP
My target audience should BUY something
My target audience should be CUSTOMER forever
SEXYNESS
Recap: What Is My Advertising Goal?
18
Tracking Interactions on Websites
19
Measuring Brand Searches
BRAND AWARENESS
20
All Campaign Data Is Centrally Tracked
ADSERVERPerformance
Data on Unique User Level
DISPLAY SEARCH NEWSLETTERVIDEO SOCIAL MEDIA
Goals:- Visibility- Clicks- Leads- Sales
21
Consolidated Reporting
VIDEO DISPLAY SOCIAL
22
The Advertising Journey
Display Ad ImpressionPremium Placement
Video ViewYouTube
Social Media ClickFacebook
Click on Retargeting AdDisplay Ad Exchange
CAMPAIGN GOAL
23
CREATIVES
MEDIA BUYING
TRACKING & DATA
24
Demand Side Platform
Unified and Real Time:
Goal Optimization
Targeting
Bidding
Budgeting
Frequency
25
Cherry Picking Impressions
USER INTERESTEDIN COOKING
USER NOT INTERESTEDIN COOKING
RESERVED BUY(the old way)
26
Switzerland Is (Mostly) Programmatic
27
70%UK65%US
15%CH25%DE
28
Why Programmatic?
Find your audience across multiple channels.
Only pay for ad impressions generated by your target audience.
✭
29
Why Programmatic?
Optimize for your campaign goal in real time.
Change your media plan in an instant if needed.
✭
30
Why Programmatic?
Pay transparent and competitive prices.
Programmatic CPMs are often cheaper - for the same inventory.
✭
31
Example: Ideal Frequency Capping
4.80
5.79
32
CREATIVES
MEDIA BUYING
TRACKING & DATA
33
Rich Media: Big and Bold Formats
34
Storytelling Across Creatives
35
Changing Creatives Based On Weather
36
CREATIVES
MEDIA BUYING
TRACKING & DATA
37
Bold formats, storytelling and dynamic elements
Data-driven and efficient media buying across platforms
Smart goal tracking & unified reporting
38
PITFALLS AND DANGERS
39
Not All Is Well In Programmatic Land
Ad fraud is wasting billions of advertisers’ money
Fake clicks, impression fraud ✭
40
Nobody really knows which impressions are actually seen
Google: 56% of ad impressions are never seen
✭
Not All Is Well In Programmatic Land
41
People seem to be quite fed up with display ads
Usage of ad-blocking tools on the rise since years
✭
Not All Is Well In Programmatic Land
42