webinar: work smarter. harness the promise of programmatic ... · 2019-05-07 · webinar: work...
TRANSCRIPT
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© 2019 eMarketer Inc.
Webinar: Work Smarter. Harness the Promise of Programmatic Media
Justin FrommVP, Business IntelligenceAdvertiser Perceptions
May 7, 2019Tech Talk Tuesday
Begins at 1:00 PM ET
Paul VernaVP, Multimedia
eMarketer
Presented by
PRESENTER MODERATOR
Josh NafmanGlobal Media Buying and
Operations DirectorDiageo
April BrownVP, Marketing Analytics
ArchitectureOrigami Logic
PRESENTER PRESENTER
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Work Smarter.Harness the Promise of Programmatic Media
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3
Key Research:In-House Programmatic Still Rising
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Programmatic Is Coming Home
80% currently have
programmatic media buying capabilities
in-house
85% plan to bring more
advertising functions in-house within the
next two years
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Most Internal Teams Are Not Equipped for Optimization
59% can’t optimize
campaigns effectively due to reporting
inconsistencies and delays
71% are mired in manual, inefficient work when
measuring effectiveness of cross-platform
programmatic campaigns
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Optimizing Is a Daily Struggle
60% claim it takes a week or longer to identify
underperforming campaigns
86% look for live campaign insights at least weekly
20% seek cross-channel
campaign reporting on a daily basis
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Top Cross-Channel Measurement Pain Points
60% complexity of optimization
58% complexity of integrating
data sources
48% conflicting ad results from
different sources
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There Is Still Too Much Waste and Inefficiency
Percent of programmatic advertising brands estimate is wasted or inefficient in terms of reach, viewability and other key metrics
28% WASTED
37% WASTED
Level of Annual Programmatic Spend
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What Marketers Want
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10
Developing a Culture of Optimization: Diageo’s Journey
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Diageo Set Out to Understand: Can We Do Digital Better?
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Diageo Set Out to Understand: Can We Do Digital Better?
STEP 1:AUDIT
FOR EVERY DOLLAR PUT THROUGH OUR AGENCY ONLY
ONE QUARTER WAS BEING USED TO ACTUALLY REACH
CONSUMERS
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STEP 1:AUDIT
FOR EVERY DOLLAR PUT THROUGH OUR AGENCY ONLY
ONE QUARTER WAS BEING USED TO ACTUALLY REACH
CONSUMERS
STEP 2:TEST
BY DIRECTLY NEGOTIATING PLATFORM & MEDIA FEES AND
MANAGING CAMPAIGN OPTIMIZATION IN-HOUSE WE INCREASED EFFICIENCY by 3X
Diageo Set Out to Understand: Can We Do Digital Better?
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STEP 1:AUDIT
FOR EVERY DOLLAR PUT THROUGH OUR AGENCY ONLY
ONE QUARTER WAS BEING USED TO ACTUALLY REACH
CONSUMERS
STEP 2:TEST
BY DIRECTLY NEGOTIATING PLATFORM & MEDIA FEES AND
MANAGING CAMPAIGN OPTIMIZATION IN-HOUSE WE INCREASED EFFICIENCY by 3X
STEP 3:EXPAND
BY REINVESTING IN THE RIGHT PEOPLE, PROCESS AND
PLATFORMS WE SAW 30 PERCENT MORE IN
EFFICIENCIES WITH THE PARTNERSHIP OF ORIGAMI LOGIC
Diageo Set Out to Understand: Can We Do Digital Better?
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Seeing the Big Picture & Identifying the Best Opportunities for Optimization
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Origami Logic Helped Us Take What Looked like Pocket Change and Transform the Bottom Line
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Just as Valuable, was the impact Origami Logic has on Our Team Culture
Reliable, accurate & up to date metrics
5-minute cross-functional team stand ups
Operating in sprints -continuous improvement
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18
3 Ways to Improve Campaign Performance
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3 Ways Automated Reporting & Campaign Intelligence can Help Improve Media Performance
Overcome the complexity and resource demands of managing multiple platforms by integrating and harmonizing all marketing data – across social, programmatic, search and more – into one accurate, up-to-date view.
1
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Operational & Technical Requirements
Flexible and harmonized taxonomies
Data Quality Control & Governance
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Overcome the complexity and resource demands of managing multiple platforms by integrating and harmonizing all marketing data – across social, programmatic, search and more – into one accurate, up-to-date view.
1
Reduce inefficiency and maximize working media dollars with actionable insights that uncover opportunities to improve performance across budget allocation, audience targets and creative.
2
3 Ways Automated Reporting & Campaign Intelligence can Help Improve Media Performance
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Focus on metrics that matter
Seek greater context to discover improvement
areas (examples)
Many small changes net big results
Seek greater context to discover areas for improvement
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Overcome the complexity and resource demands of managing multiple platforms by integrating and harmonizing all marketing data – across social, programmatic, search and more – into one accurate, up-to-date view.
1
Reduce inefficiency and maximize working media dollars with actionable insights that uncover opportunities to improve performance across budget allocation, audience targets and creative.
2
Create a performance culture around key metrics – whether your goals are upper or lower funnel – by delivering insights that empower media practitioners as well as brand executives to make timely and impactful decisions that improve performance and generate more working media.
3
3 Ways Automated Reporting & Campaign Intelligence can Help Improve Media Performance
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24
Actionable intelligence powers cross-functional
conversations
Usability and brand specific insights drive better
performance playbooksWinning together
Win Together! Actionable Intelligence Powers Cross-Functional Conversations
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© 2019 eMarketer Inc.
Webinar: Work Smarter. Harness the Promise of Programmatic MediaYou’ll receive an email to view the slides and full recording from today’s presentation.
You can register for upcoming Tech Talk and Meet the Analyst Webinars at eMarketer.com/webinars
Be sure to also check out eMarketer’s “Behind the Numbers” podcast for daily, freewheeling conversations about the ways digital is transforming media, marketing, business and even life. Visit emarketer.com/articles/topics/eMarketer-podcast
Justin FrommVP, Business IntelligenceAdvertiser Perceptions
May 7, 2019Tech Talk Tuesday
Q&A Session
Paul VernaVP, Multimedia
eMarketer
Presented by
PRESENTER MODERATOR
Josh NafmanGlobal Media Buying and
Operations DirectorDiageo
April BrownVP, Marketing Analytics
ArchitectureOrigami Logic
PRESENTER PRESENTER