PROGRAMMATIC THE AMNET APPROACH TO PROGRAMMATIC

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Eugene Randall
8 years ago
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1 PROGRAMMATIC THE AMNET APPROACH TO PROGRAMMATIC

2 CASPER HENRIKSEN Senior Business Strategist Dentsu Aegis Network

3 THE VISION OF PROGRAMMATIC

4 PROGRAMMATIC AUTOMATED- DATA-DRIVEN- MEDIABUYING

5 LET S GET THE DEFINITIONS RIGHT RTB and programmatic aren t the same thing

6 WHAT IS AMNET? THE DENTSU AEGIS NETWORK TRADING DESK 1 1 Technology agnostic 4 3 Global presence with over 35 markets 2 2 More than 200 dedicated specialists 5 4 An integrated part of the Dentsu Aegis Network 3 6

7 Indsæt billede som breaker PROGRAMMATIC MUST PRODUCE BETTER RESULTS

8 SITES AS A PROXY FOR USERS Male Lives in London Site Engagement NYTimes, Tripadvisor, Guardian

9 A BAD PROXY MALES AFFINITY 170 SHARE OF AUDIENCE: 25% WASTE: 75%

10 NOW WE GET THE FULL PICTURE USERS IN THE PROGRAMMATIC VIEW Early Adopter Gym Membership, Plays Tennis Site Engagement NYTimes, Tripadvisor, Guardian Technology Enthusiast Male Music Enthusiast, Live Concerts Lives in London Lives in London, US Ex-Pat Works in Digital Advertising

11 THE IMPACT EACH AD-IMPRESSION IS SERVED TO THE MOST RELEVANT USER 1 In the given context Early Adopter Technology Enthusiast Male Gym Membership, Plays Tennis 3 At the specific time On the specific device Site Engagement NYTimes, Tripadvisor, Guardian Music Enthusiast, Live Concerts Lives in London Lives in London, US Ex-Pat 4 Works in Digital Advertising Based on the specific behavior

12 IS IT PERFECT? NO 90-95% ACCURATE WASTE: 5-10%

13 DATA DATA IS THE NEW CURRENCY ARE YOU READY?

14 TYPES OF DATA st PARTY 2 nd PARTY 3 rd PARTY Data collected by the advertiser Behavior on your own website Social Media database CRM 4 A partners 1 st party data Supplier Media Partner 5 Data sold by a data provider Interests Demography Purchase intentions Weather 6

15 FINDING MORE OF YOUR MOST VALUABLE CUSTOMERS CREATING DATA LOOK-A-LIKES EXPANDING REACH SELLING MORE

16 IT ALL STARTS WITH A SMALL STEP

17 DATA MANAGEMENT PLATFORMS MAKING DATA ACTIONABLE STORING ORGANIZING ANALYZING

18 KPI: NUMBER OF IMPRESSIONS IS NEVER THE END GOAL WHY NOT MEASURE THE REAL DEAL? 1 Audience buying 4 Online sales 2 Traffic to site 5 Sign-ups 3 Actions on site 6 Offline traffic

19 FAIL FAST IS A MUST CREATE A CULTURE WHERE FAILING IS ACCEPTABLE

20 PROGRAMMATIC BENEFITS EVERYONE 1 CLIENTS Higher ROI More targeting possibilities Less wasted impressions Better insights 4 MEDIA OWNERS 2 Better performance Higher price per sold impression 5 Better utilization of inventory Fewer manual processes 3 CONSUMERS More relevant ads Fewer ad-impressions 6

21 PLATFORMS AVAILABLE TODAY DIGITAL DISPLAY 1 Classic banner ads HTML5 the preferred format Standard or rich media placements 4 2 MOBILE Most IAB approved mobile formats Static image or HTML5 5 3 VIDEO True-view Pre-rolls Play-on-click 6 SOCIAL Facebook LinkedIn Twitter Instagram (Beta)

22 THE GROWTH CONTINUES IN MORE MATURE MARKETS

23 PRICES ARE GOING UP, NOT DOWN WORLDWIDE DATA BY EMARKETER / TURN

24 CURRENT INVENTORY IN LATVIA NUMBER OF IMPRESSIONS AVAILABLE PER MONTH 1,5 BIL. Source: AMNET

25 CHALLENGES WHAT WE NEED TO OVERCOME

26 FRAUD BIG TEMPATION HIDDEN PAGES FAKE URL S VIEWABILITY

27 INVENTORY PREMIUM, LOCAL INVENTORY INTERNATIONAL INVENTORY

28 SELECTING THE RIGHT SITES FOR BRAND SAFETY ALIGNING EXPECTATIONS BLACK LIST WHITE LIST PRIVATE MARKETPLACES Buying impressions on all sites except the ones on this Biggest risk of brand exposure in an unwanted environment Highest ROI Buying impressions only on the sites specified on the list Medium risk of brand exposure in an unwanted environment Lower ROI Only buying impressions through direct deals with selected publishers Very low risk of brand exposure in an unwanted environment Lowest ROI

29 CASE STUDIES RESULTS CREATED USING AMNET

30 LUXURY RETAIL RESULTS: CPA decreased by 27% CPC decreased by more than 70% Total conversions increased by 37% GOAL: To improve quality of audience and overall campaign performance of brand s seasonal line through targeting women shoppers. WHAT WE DID: Amnet used a combination of preemptive verification service to increase the quality of sites, created a white list to increase delivery on higher performing sites and used more aggressive bidding against top performing audience segments that resulted in higher performance. CPA CPC Conversions

31 FAMILY TRAVEL RESULTS: Q4 CPA reduced by 14% CPA reduced an additional 51% Q1-Q4 Spend was able to be doubled GOAL: The agency team had a history of working with DSPs through managed service offerings and wanted to compare self service capabilities that were being offered by the newly created Amnet group. WHAT WE DID: By leveraging the expertise of the trading desk team, Amnet was able to quickly identify areas of opportunity and implemented tactics that resulted in immediate improvements CPA

32 HOW DO WE GET STARTED? DRIVING PROGRAMMATIC IS EVERYONES RESPONSIBILITY AGENCIES Challenge both clients and media to experiment with programmatic buying Identify relevant data sources Challenge client briefs CLIENTS Allocate 20-25% of budgets to digital experiments Provide access to relevant data Create a culture where failing is acceptable MEDIA Make premium inventory available Test new methods of trading Hire people who understand programmatic

33 ALL MEDIA WILL BECOME PROGRAMMATIC

34 MANAGING THE RIGHT BALANCE DON T GO 100% PROGRAMMATIC JUST YET

35 WHEN THE WINDS OF CHANGE BLOW, SOME PEOPLE BUILD WALLS WHILE OTHERS BUILD WINDMILLS CHINESE PROVERB

Point of View: Programmatic Ad Viewability in China

Presents Point of View: Programmatic Ad Viewability in China Market First Industry Benchmark and Analysis Powered by Introduction In digital advertising, many marketers and agencies assume that ads are