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Presentation to Finance Marketing Summit
22 September 2016
Version 1
PASCAL WINKLERBrand and Digital StrategistHead of Connect at The Hallway
Pascal is a senior marketing strategist, and in his 12 years in the Australian market has worked across HSBC, Westpac, BT Financial, Bankwest and now ANZ.
Pascal joined The Hallway earlier in 2015 as Head of Connect, leading the agency’s PR, social media, programmatic media, search and email marketing offering. As an agency that was built on a strong tech foundation, and
PROGRAMMATICSEEING THE WOOD FOR THE TREES
© 2016 THE HALLWAY
PROGRAMMATIC?!
Automated, algorithmic media buying, enabling
pinpoint accuracy of people-based targeting with
PROGRAMMATI
EFFICIENCY EFFECTIVENES
CONTROL REAL TIME INSIGHTS
Magna Global Programmatic Intelligence Report - September 2015
PROGRAMMATIC IS A BIT LIKE
EVERYBODY’S TALKING
OF MARKETERS SAY THEY ARE ‘NOT SURE HOW TO EFFECTIVELY IMPLEMENT OR ANALYSE ATTRIBUTION TRACKING’.
41% AdRoll survey Feb 2016
TRYING TO SEE THE PROGRAMMATIC FOREST…TOO MUCH TALK
NOT ENOUGH FOCUS
© 2016 THE HALLWAY
3 FOCAL POINTS TO MAKE PROGRAMMATIC
FLY
© 2016 THE HALLWAY
SWEAT THE CREATIVE
PROGRAMMATIC
WHO NEEDS
INPUT: OUTPUT:
5%
RELEVANCY BECOMES A
© 2016 THE HALLWAY
THE SINGLE GREATEST ROI UPLIFT OPPORTUNITY
PAUL SINKINSON,
© 2016 THE HALLWAY
PAUL SINKINSON,
© 2016 THE HALLWAY
THE PROGRAMMATIC BEARHUG
DATAMEDIA
CREATIVE
TRADITIONAL MODEL
time lag
time lag time lag
PROGRAMMATIC
DATAMEDIA
?CREATIVE
real timereal time
real time
MEDIA THINKING
CREATIVETHINKING
© 2016 THE HALLWAY
THE USER EXPERIENCE
FOCUS ON
LET’S MAKE THE
STOP BORING THEM…
OUR BRAINS CRAVE NOVELTY.
SURPRISE IS OUR MOST POWERFUL TOOL.
CONTROL
USE PROGRAMMATIC
© 2016 THE HALLWAY
CASE STUDIES
GOOGLE (AUSTRALIA)
MASTERCARD (ASIA)
THE ECONOMIST (UK)
