what marketers need to know about programmatic buying

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What Marketers Need To Know About

Programmatic BuyingHOSTED BY: &

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Your Presenter

• Liam Brennan– Global Digital Director at

MediaCom

– @LCBrennan

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What Marketers need to know about Programmatic Buying

Presented by Liam BrennanGlobal Digital Director

Programmatic becoming the norm in leading markets – will be >50% of UK digital spend in 2015

How can something that is so mainstream be so confusing and decisive?

Conversations around tech and intricacies are important – but thrown us off course. Lets get back to basics

Two pillars of programmatic: Automation by definition, data and tech through a strategic and implementation link

AUTOMATIONCutting out the ‘middle man’,

optimising in real time, (sometimes) flexibility in

pricing

DATA + TECHAbility to use import and

export data, store, analyse and use to improve planning

and buying

+

Now and beyond1960s

The role of media is to deliver “the right message to the right person at the right time and place”

Nothing has changed!

Media has always been about people – how they think/act, what media they use, how and when

But we are rethinking how we plan and buy media – addressing fragmentation through opportunity

FROMMedia to

reach people

TOReaching people through media

Ultimately, data and automation will allow us to deliver more personalised messaging

MediaCom UK used Channel 4’s data and ad tech to deliver four million personalised TV ads

Case study: https://www.youtube.com/watch?v=JAgAfGPOKTM

Using programmatic would (with developments in data/tech) allow us to deliver that concept at scale

Targeting ‘people’ based on collected

data

Programmatic delivers advantages above and beyond the ability to target the individual. Particularly in buying

Better media value

More media control

• Freedom of inventory movement

• Stop and start – and always on• (Often) Adjustable pricing• Real time feedback• Greater ability to test and

learn

The output of ‘programmatic’ has been sub-par, perpetuated the ‘performance channel’ myth

We are seeing more ‘creative friendly’ inventory becoming available to be bought programmatically

And better quality (aka ‘premium’) inventory is becoming available and driving programmatic spend

Source: eMarketer 2014, US data

Programmatic buys will eventually be able to be executed across all ‘digital’ – OOH, Radio, and TV

Indeed, in 2015, there was a programmatic buy in advertising’s ‘most creative moment’, and few were aware!

http://blog.wideorbit.com/see-the-first-ever-programmatic-super-bowl-tv-ad/

Conversation needs to shift back to people instead of tech. In time programmatic, will just be ‘media’

Three takeouts from today

Programmatic buying is the method, not the message

Programmatic is ushering in an era of people based marketing

Programmatic becoming the norm for digital – but this is just the start

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