roundtables & town hall discussion: "brand marketing in the programmatic era"
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TRANSCRIPT
Brand Marketing in the Programmatic era
Presenter: Damian McKenna
Advertising is being re-imagined
Consumers…
Expect personal experiences
Respond to engaging campaigns
Are always connected
“Using technology and
audience insights to
automatically buy and run an
ad campaign in real time,
reaching the right person with
the right message.”
Programmatic:
“If I had asked people what they wanted,
they would have said faster horses.”
Henry Ford
Programmatic has transformed media buying
83% of all display buys will be programmatic by 2017
2017 Source: eMarketer, Programmatic ad spend set to soar, Oct 2013
Programmatic: The Brand Era
Connect 1:1 with audiences, at scale
Access top-quality inventory
Engage across screens, and with rich formats
Measure what matters
Connect 1:1 with audiences, at scale
Standard targeting
Advanced targeting
Cost-per-action
32% improvement in cost-per-action (CPA) with advanced targeting
Source: Google Commissioned Study, Adding Data, Boosting Impact, Sept. 2014
Engage across screens, and with rich formats
4x growth in impressions for video transacted programmatically
The power of sight, sound and motion
+ +
25 % of global page views occur on smartphones and tablets
Source: Mary Meeker, Internet Trends, May 2014; Google Internal Data, 2014
Access top-quality inventory
1of 5 programmatic deals are premium direct
Source: Google Internal Data, August 2014
Measure what matters
SEE THINK DO
Was your message seen by the right audience?
Did the ads change people’s attitudes?
Did the ads change people’s behaviors or lead to a purchase?
PROGRAMMATIC: A Bright Future for Brands