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“Marketing is all about using common sense. It’s

like pretending you’re running a shop, only at a

larger scale.”

Monique GernerTUI Nederland

05 Welcome To Think Programmatic

07 Prepare For The Future Of Customer Centricity

11 Is Programmatic Incremental Or Transformational?

15 We Want To Understand Every Button Of It

17 Obsessed About Customer Satisfaction

19 How To Get Ready

23 Our Creatives Should Reflect Our New Brand Promise

25 You Need To Thoroughly Understand Programmatic As

An Advertiser To Maximize Results

27 The Network Always Wins

31 Views From The Audience

“Just imagine the smile on the face of that

customer!”

Pieter ZwartCoolBlue

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By the way - the Netherlands is one of the adoption leaders in Europe when it comes to programmatic. By 2017 it is predicted it will account for 60% of all online display and video. Already today it provides an excellent opportunity to reach the right customer with the right message and get more bang for the buck - so more than enough reason to use that opportunity. We’ve asked a group of industry experts to share their vision for programmatic and illuminate the steps your business can take to get started. Google’s Goswijn Thijssen started things off with the essence of what led to the need for bringing pro-grammatic into today’s marketing. A panel of experts debated whether programmatic is incremental or transformational. Katrien Kleintjes (ABN AMRO) provided insight in the use of programmatic for financial institutions. Pieter Zwart (Cool-blue) shared his views on why customer satisfaction is crucial for any business and how to achieve this. Google’s Phil Miles elaborated on the need to act now and gave 5 practical steps to get started. Monique Gerner (TUI) explained how to turn data into insights and insights into action and Arjan Grootveld (KLM) offered an illustration of a brand using programmatic to build personal relationships at scale. Finally, Peter Hinssen, author of The Network Always Wins, explored the business landscape of our increasingly connected world. I hope you will enjoy reading this information and I look forward to co-operating with you to make Programmatic Marketing fully work for you and your customers.

Pim van der Feltz,Director Google Benelux

I am happy to present to you the highlights of our first Think Programmatic event on March 26, 2015.

At this event, we aimed to give an overview of the current state of Programmatic Marketing in the Netherlands. For those who spent the afternoon with us, this document is an opportunity to relive some of the exciting insights. For those who could not make it, this is an opportunity to quickly catch up and join the action. In the trade press a lot has been written about programmatic buying, which creates significant benefits in effectiveness and efficiency of communication. We believe what really matters is the shift towards Programmatic Marketing: making best use of all your audience insights, real-time, to create the right proposition at the right time, in the right context and to optimize with the right KPI across the full consumer journey. Programmatic is all about putting the customer at the heart of your marketing: to move from thinking inside-out and based on broad segmentations - to doing what the customer actually needs and wants. We believe that Programmatic Mar-keting will create a major transformation for every business, allowing them to benefit from the enormous opportunities.

Pim van der Feltz, Director, Google Benelux

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Prepare For The Future Of Customer

Centricity

In a few years’ time, programmatic will rule the world of marketing. Customer Centricity is key and programmatic

marketing possibly the best way of getting there. It is the logical next step after three major disruptions in the last two decades.

Rise of the Internet leads to massive availability of media space. The number of websites exploded from the early nineties. In 1991 only 24,000 sites were registered. By the end of the century this number had risen dramatically to 27 million, increasing to an estimated 2,9 billion this year. Beyond any comprehension, the number of online pages nowadays exceeds a whopping 13 trillion.

Explosion of the number of connected devices.Technology and its market adoption are evolving at an unprecedented pace. In the twentieth century it took 72 years to sell the one-billionth traditional radio and 32 years to sell the one-billionth personal computer. In contrast, demand for smartphones easily outran every market introduction thus far: the one-billionth smartphone was sold in less than 5 years after hitting the market.

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Goswijn Thijssen Head of Media Buying Solutions Google Benelux & Nordics

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Nowadays, even two-year olds know their way around on their parents’ tablets, so do not expect the explosion of devices to come to a halt any time soon.

Data is ubiquitous. With more and more people and devices online it is really getting hard not to find any useful data about your market and your (potential) customers. It takes little effort to gain relevant and valuable customer insights, be it into their gender, age, interests, device or online search terms. Start using this data to determine where your potential customer is in the customer journey and what the best message is to take him or her to the next step.

However higher volumes of media space, connected devices and data are impossiple to combine and leverage in an effective way by the marketeer if we do not add a fourth element into the equation.

Software that makes all market signals comprehensible and gives you the ability to act. This is where programmatic shows up. A programmatic approach to mar-keting will lead the way to more efficient use of market signals. It allows for targeting the right persons, on the right device, with the right message in real-time.

Together, these four elements enable marketing organizations into a transi-tion that prepares for the future of customer centricity. It leads to marketing efforts that are truly based on customer timing instead of marketer’s timing. It also leads to personalization at scale instead of one message for all.

Siloed organizations will find it hard to enter and accomplish this transition. Many business silos serve their own interests and KPI’s and might feel out of control when pushed towards a new and collective customer-centric ap-proach. It takes courage to slash the silos and start internal co-operation. Seeing is believing.

GOSWIJN THIJSSEN Head of Media Buying Solutions

Google Benelux & Nordics“Seeing is believing.”

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GOSWIJN THIJSSEN

“Siloed organizations will find it hard to enter and accomplish

this transition.”

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To better understand the organizational impact of programmatic marketing, we invited a panel of experts to elaborate on this. Anton Kanis (Omnicom), Anke Kuik (Vivaki), Martin de Boer

(Corendon) and Monique Gerner (TUI) took the stage.

Is Programmatic Incremental Or Transformational?

of your message to the consumer.Creative agencies need to learn to understand how to use the options for the personalization of their messages.

Anton: Programmatic requires a much better understanding of technol-ogy platforms and data. The biggest transformation will be the reclaimed power to advertisers as they wish either to determine the technology themselves or to have a bigger say in choosing the technology.

Martin: I agree that gaining technical knowl-edge is a transformational factor. Every unit of the business, customer care and ad purchasing included, should have minimal knowledge of the process and the technology behind it.

Panel Discussion

Is programmatic really that transformational?

Monique: I don’t think so. Marketers will be able to use more and better customer data to get their message delivered. But that probably doesn’t require a new mind-set for them.

Anke: Programmatic does offer many new opportunities. It won’t be long before the vast majority of media space is bought programmatically. This will change ad creation drastically. Having access to immense numbers of data-points allows further personalization

Are we ready for programmatic?

Anke: At this moment, media agencies are the most knowledgeable about programmatic marketing. They still consider it a specialism. It is quite complex to integrate programmatic into the ad purchasing process.

ANKE KUIKVivaki

“It won’t be long before the vast majority of

media space is bought programmatically.“

ANTON KANISOmnicom

“Stop making a distinction between

branding and perfor-mance marketing.”

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Anton: Agencies are best equipped to explain the technology and consult their customers about it. One of the key challenges is to find the right people or educate existing teams to make this happen.

Monique: I feel I get enough assistance from my agency. Most agencies have proper knowledge. They normally serve many client organizations and do a lot of experimenting.

Martin: What about the consumer? Is he ready for this kind of one-on-one marketing? We still don’t know. If he isn’t, you will hear from him soon enough. But we shouldn’t ask him directly.

Martin: Start with little projects that are useful to your customers. Acquire knowledge about how to chase con-sumers that are ready to purchase your product or service. Even with little budget you can achieve inter-esting results.

Monique: As an advertiser, be sure to stay in charge of all data provided by your customers. You are the Director of Data, don’t outsource it to any agency. Your customers expect that their data is used only by your business for the sole purpose of offering better service.

What should we do differently tomorrow?

Anke: Slash those internal silos and start co-operating.

Anton: Stop making a distinction between branding and performance market-ing. Only that will help you focus on efficiency.

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MONIQUE GERNERTUI

“Be sure to stay in charge of all data provided by

your customers.”

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We Want To Understand Every

Button Of It

Until recently Katrien’s main task was to ensure that ABN AMRO’s marketing campaigns made it to the media and that targets were achieved. The number of data sources grew and

grew and marketers started to question the effectiveness of campaigns. In 2012 the team came to the conclusion that

corporate communication should be better synchronized with customer preferences.

This resulted in data project ‘Marcom Dashboard’. Not only did it include an analysis of today’s customer journey, the project also tore down the virtual wall between internal and external (online) commu-

nication. In eight steps, marketing and communication were better aligned. Numerous data sources are now presented in one single platform that also allows full integration with Google Doubleclick. For obvious reasons, Katrien’s team had to overcome the initial objections by the bank’s legal & compliance department. “At first they smashed the door right in my face when they heard of the data project. Being a bank means discretion for our customers is crucial. Customer permission was the key. Legal & compliance will monitor that very thoroughly.”

Once customer privacy was guaranteed and other legal issues tackled, the team could start using the so-called tag manager platform for funneling

Katrien KleintjesMedia Manager, ABN AMRO

KATRIEN KLEINTJESMedia Manager, ABN AMRO

“Corporate communica-tion should be better syn-chronized with customer

preferences”

internal and external communication. They also ran several pilots for retar-geting and automated trading. These pilots continue throughout this year. Katrien: “We have a car, now we want to understand every button of it.”

The transformation allows the team to set targets on client behavior and interests. The platform also prepares for the exclusion of specific clients, e.g. persons that recently renewed their mortgage will not see ads for this. The display of rotating content and the integration of externally pur-chased publisher data are more ex-amples of how ABN AMRO now uses its ‘Marcom Dashboard’.

The transformation into program-matic marketing led to shorter lead times due to easily adjustable cam-paign processes. It also resulted in a revision of tasks for the agencies and a revision of internal co-operation within the bank. Katrien said she was very proud to have achieved that with her team.

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T o achieve this high NPS, Pieter based his retail formula on a strictly customer-centric culture. He was the first to offer same-day delivery and recently added delivery on Sundays. For questions, customers

rely on customer service agents that offer very personalized support. At the end of every tenth service call, this customer is asked if he would offer the agent a job had he one available.

To make it even more personal, every day agents write a paper postcard to some of the customers they helped. “The costs are close to nothing, but can you imagine the smile on the face of that customer when he or she finds the postcard in the mailbox ! That’s like a magic moment.”

Obsessed About Customer

Satisfaction

Pieter Zwart puts a very high value on customer satisfaction. The CEO of one of Holland’s biggest e-tailers says he is obsessed about it. Highly

satisfied customers result in unprecedented customer loyalty, which might be the only strategy that can make a young enterprise like his

own, successful. According to him, Coolblue has one of the highest net promotor scores (NPS) among retailers in the Netherlands. NPS is a widely used measure for customer satisfaction. “Just make sure that

you score higher than your competitors do.”

Pieter Zwart, CEO, Coolblue

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How to Get Ready

The potential of programmatic marketing is enormous. It brings businesses a whole range of new tools to connect to people. Marketers understand their customers better than

ever before. This transformation has been taking place for the last twenty years. It started with the rise of internet, gained momentum with search engines roaring and adwords that

brought more relevance to display. Now it is time for the next level in customer relevance. How? Five steps.

Organize your audience signalsEvery digital interaction with your brand is a chance to learn and respond in a smarter way. Have a listening strategy and capture what your audience has to say. Be as real-time as possible. Hire a data scientist. If your organization doesn’t have people with knowledge, you won’t be able to capitalize on data. You need insights on who your audience is, what they like and what timing is best for interaction.

DesignMake your ads stand out! Sixty percent of consumers don’t remember the last ad they saw. What will get you on the way is personalizing your creative with data.

00:00:00 Phil Miles

Director Media Buying Solutions, Google UK

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Don’t forget to build ads that are specifically designed for mobile users and create a feedback loop to media and creatives.

Attack fragmentation of technologiesFragmentation of technologies leads to fragmentation of data and won’t result in useful insights. The real op-portunity lies in creating unified, cross-channel digital experiences. Integrate your technologies and gain a single customer view. Don’t forget to use both online and offline data. Tech integration will increase efficiency, e.g. by shortening process times by 33 percent. It also brings improved performance. You can reduce the cost per aquisition (CPA) by an average of 32 percent. Keep testing and iterating through experimentation.

Personalize everywhere

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Measure everything! Programmatic is a leap towards integrated, actionable measurement. Don’t focus on only crediting the last click as the reason for a successful campaign. Go beyond this last click and think about display properly in your models. Brand measurement is a whole new world: viewability, brand lift and gross rating points (GRP’s). Custom cross-channel attibution models to understand all digital touchpoints.

Through programmatic marketing your business is about to gain significant competitive advantages. Don’t wait too long and get ready now.

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PHIL MILESDirector Media Buying Solutions, Google UK

“Integrate your technologies and gain

a single customer view.”

Be there in the moment of opportunity on any screen and in any channel. 38 percent of all cus-tomer journeys involve more than one channel of interaction. For any successful campaign this means you need high quality inventory across display, mobile and video. Mobile and video are growing at a staggering pace. Ensure that your creatives are seen in safe environments. Using programmatic for all digital buys will get you richer insights. Consolidate display, mobile, video and search in your campaigns. Shift your brand ad-vertizing to programmatic, the inventory is there.

MEASURE EVERYTHING!

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Our Creatives Should Reflect Our New Brand Promise

TUI Nederland is the market leader in the Dutch travel industry for organized holidays. It is part of the international TUI Group, with which TUI Nederland has an extensive collaboration. According

to Monique, the challenge of her team is to keep campaigns innovative while being part of a large international organization.

Last year the team redefined the brand promise, and started focusing on tourism from an individual perspective. “Our creatives

should reflect that brand promise. This resulted in a new format for tv commercials and various ads with the same message.”

Monique: “We intend to keep a close eye on our branding efforts. We want to know what media space to buy and what message in what context to deliver. Being the owner of our data, we also want to stay in charge of all data provided by our customers. With Doubleclick we found a way to gain valuable insights and to be in control of data and technology at the same time.”

At TUI, there used to be a clear distinction between branding and perfor-mance. With programmatic Monique and her team have found opportunities to complement branding with a variety of semi-personalized displays before a customer actually makes it to the online shops. “For me, programmatic buying means buying consumer relevance. The next step will be to adjust creatives by using customer data for an even more personalized branding.”

Monique Gerner, Director Marketing & Sales, TUI Nederland

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“KLM has had a long tradition of segmented advertising. As a present, we give our business class passengers Delft Blue miniature

houses, as we believe this “ad” is only effective on this specific segment. We further personalize the message by providing

a different house to just married couples, opposed to the other passengers. ”

The airline puts a lot of effort in segmenting our online display campaigns, he explains. “Seventy percent of our revenues is generated outside the Netherlands and I’m pretty sure not every foreigner is familiar with our brand. Unfortunately, some of our display campaigns didn’t work out the way they were intended. For instance, we used to have just one banner ad covering our services throughout the entire Middle East. It showed a tourist riding a camel on a beach. Obviously, this image does not correspond to most of our destinations in the region.”

Arjan GrootveldDisplay Marketing Manager, KLM

According to Arjan, programmatic buying is not something self-fulfilling. It should be curated carefully, and his team found that their knowledge was insufficient to do this themselves. “We also came to the conclusion that our media purchasing had too little transparency. This led to our ‘Project Human’.” The project comprised three phases, he explains. We first focused on acquiring knowledge about program-matic, like how to connect display KPI’s to our business goals. Then we shifted attention to process transparency, gaining better insight of our media pur-chasing and performance. After that, we focused on relevance. What data do we have and how to use them for a smart campaign? “

ARJAN GROOTVELD Display Marketing Manager,

KLM“Programmatic buying

isn’t all about self learning algorithms; a human touch

is needed.”

For the Project Human Arjan and his team collaborated with their agency. “I am convinced transparency between agency and advertiser is crucial for achieving better performance. Both sides should exchange knowledge. We did this by organizing regular meetings and discussions. Combining the external expertise of the agency and in-house knowledge of programmatic will lead to more effective and more efficient results of your campaigns.”

Looking back at the project, Arjan concludes that personalized advertise-ments result in a better return on investment (ROI). “Using programmatic buying you get way better views on how to segment online advertising.”

You Need To Thoroughly Under-

stand Programmatic As An Advertiser To Maximize Results

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The Network Always Wins

Today you can follow the Bible story by iPad while riding a WiFi-enabled donkey in Galilee, children write letters to Santa citing Amazon URLs, Generation Y defines work as “the brief

period during the day where they still have to use old technology.” According to Peter, “We’re in a situation where

we forget old technology really, really quickly.”

In this rapidly evolving environment, a fundamental shift has occurred. “It’s not about the technology anymore. It’s about the network effect, the fact that we’re always connected,” he said. “We’ve become extremely addicted to the network, and the network is taking over.” The RAND Corporation spent 40 years trying to build stable models and predicable analytics of the world, eventually giving up and adopting a concept called VUCA instead – Volati-lity, Uncertainty, Complexity and Ambiguity. “They said the world is moving so fast that there will never be stable models,” Peter explained. “You can’t focus on certainties; you have to become expert in managing uncertainties.”

Consequently, companies must adopt a fluid strategy. “You have to move fast. Velocity is no longer an option, it’s mandatory. And you have to become agile. That’s crucial to survive. The benchmark is no longer the other com-petitor. The benchmark is the speed of the network.”

Peter Hinssen, Technology Entrepreneur,

Lecturer, Author

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Importantly, the ebb and flow of information on the network provides a sense of human behaviour. “We’re starting to get into that stage where technology is enabling us to do something relevant with that information. Information is clearly core. Information is an absolute asset.” There’s a challenge though. “The big D in ‘Big Data’ could become a big D in ‘disappointment’ if you don’t manage it well,” he said. Capacity isn’t the issue, but rather filtering data effec-tively in the age of networks, where information has started to flow. “This is fundamental. We used to view information as a pond. Now, it has become a river.” Here old struc-tures no longer work, which is why many companies have

Take Nike – the company has announced that although FuelBands are ranked among the world’s top wearables, it will no longer produce the device. “They said, ‘We’re going to concentrate on the data. We want to become an information company.” For marketers, this new world puts consumers at the heart. “It’s not about averages anymore, it’s about the individual,” Peter explained. “If you want to stay relevant, the only way to do that is to understand the power of information once it flows into the network.” His advice? “Mike Tyson nailed it when he said, ‘Everyone has a strategy till they get punched in the mouth.’ Don’t overdo strategy. Experiment, learn, do – don’t wait.”

PETER HINSSENTechnology Entrepreneur

Lecturer, Author“Markets are turning into networks, where the only currency is information.”

disappeared while PayPal, Airbnb and & Zillow are flourishing in their place. Technologists are no longer building technology but instead are using information to leverage cus-tomer information faster than tradi-tional companies. “Every market that is information-rich is being attacked by people who understand how to use data.”

Businesses must redefine themselves as networks to stay fast and nimble enough to stay ahead.

PETER HINSSEN

“Experiment, learn, do – don’t wait”

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Views From The Audience

How would you describe Programmatic in a few words? The most mentioned descriptions of programmatic marketing

Are you ready for Programmatic Marketing? Do consumers prefer 1-to-1 marketing?

Will the majority of your marketing activities become programmatically managed in 5 years time?

No No

No

Yes Yes

Yes

Integrated in marketing strategy

Big part of our marketing

activities

Beginner

Not yet

N/A

Automated1-to-1 Data Driven

Real Time Efficient

Targeting

Relevance

The Future

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To bring programmatic to life we used BuzzMaster, an interactive tool allowing our audience of 300 marketers to respond to key questions. Technology captured these

audience signals and reacted instantly, conveying the results in real time.

90%

10%

82%

18%

To what extent is your business unit working with Programmatic Marketing?

88%

12%

7% 12%

30%

23%

28%

Event Report