Road to Programmatic Webinar: Operational Considerations for a - - PowerPoint PPT Presentation

Road to Programmatic Webinar:

Operational Considerations for a Programmatic Trading Strategy

Thursday 16th July

Good afternoon and welcome to the Webinar, we will start shortly

• Introduction to White Paper – Alison Fennah, IAB Europe
• Traditional media buying moving to a programmatic era – Graham Wylie, Chairman IAB

Europe Programmatic Trading Committee and Senior Director EMEA & APAC Marketing, AppNexus

• Programmatic operational model considerations – Joel Livesey, Director of Business

Development and Privacy, AudienceScience

• Choosing the right solution for your company – Joel Livesey, Audience Science and Graham

Wylie, AppNexus

• Brand advertiser example – Ange Bussy-Socrate, Online Marketing Manager, Evans Cycles

and Helen Miall, Head of Marketing EMEA, Turn

• Understanding the Value Chain – Rahman Mohammed, Head of Strategic Services, Yahoo!

Today’s agenda and presenters

Introduction to IAB Europe’s Road to Programmatic White Paper

The IAB Europe Road to Programmatic White Paper is aimed at helping brand advertisers, agencies and publishers formulate their programmatic strategies by detailing some key factors for consideration.

Traditional media buying moving to a programmatic era

Traditional media buying moving to a programmatic era

Media buying Audience buying Traditional Programmatic

Programmatic operational model considerations

Two key considerations

WHO?

WHICH BUSINESS MODEL?

Programmatic products model

CPM CPM CPM CPM CPC CPA

Programmatic service model

Agency Independent Programmatic services Client In-house Hybrid

Choosing the right solution for your company

Choosing a solution

Five starting points

Where is my business starting its programmatic journey? How does the company I am thinking of working with make money? Is my organisation happy to ‘pay by results’? Do I have the budget, people and resources to make the change? How will I measure progress?

Toolkit selection

DSP SSP DMP

Brand advertiser example – Evans Cycles and Turn

Evolution of data

Presentation name | 15

Now to 2020

data will nearly double every two years

68% of that data

is being created by consumers

Harnessing data

Presentation name | 16

Can marketers harness this data to achieve cut-through, even though it changes with each event and

with each consumer touch point?

• Answer multiple objectives
• Either Brand Awareness or Direct Response
• Understand our audiences better
• Gather single customer view about cyclists’
• nline behaviour
• Increase campaign management

efficiency

• Register historical performance in one place

Evans Cycles - Why

Evans Cycles - How

Objective definition Data collection Audience creation Insights & Optimisation

Evans Cycles – Take Aways

• 1. Define your objectives and expectations
• 2. Consider both the technology and the people
• 3. Build your programmatic advertising step by step
• 4. Test, learn and iterate

Understanding the Value Chain

Technology and services

WFA Money Flow Diagram – Source: WFA Guide to Programmatic Media

Key considerations

Is the service required? Double counting Consolidate services Payment model

Q&A

Please address any further questions and comments to Alison Fennah – fennah@iabeurope.eu

Next steps: Watch the webinar recording – contact Puffett@iabeurope.eu for the link Download the Road to Programmatic White Paper from the IAB Europe website Survey at the end of this Webinar – please provide your feedback

Thank you for attending

Contact

Alison Fennah, IAB Europe – fennah@iabeurope.eu Marie-Clare Puffett, IAB Europe – puffett@iabeurope.eu

@IABEurope IAB Europe www.iabeurope.eu

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