bet you didn't know, digiday programmatic summit, november 2016
TRANSCRIPT
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Gary Milner Global Director
Digital Marketing, Lenovo @jagred
“Bet you didn’t know”
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Win A Tablet – What Music Is That? Tweet to #Digiday
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Digital Media Supply Chain Management Is Critical How Inefficient Media Management Destroys Brand Impact – Cost Waterfall
$100
Agency Cost DSP Cost
Ad serve SSP
Ad Fraud
Viewability Media Efficiency (view time)
Brand Safety
$20 (-80% of spend)
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Media Has A Bullseye On It!
Source :Marketing Science Consulting Group
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5 2015 Lenovo Internal. All rights reserved.
+ =
MEDIA DATA CREATIVE
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Things Brands Should Ask – Programmatic Supply Chain
How Many Private Markets?
Why So Many DSP?
Are My Premium Suppliers Using Audience Extension?
DSP – a conflict of interest (media and tech)
Is Retargetting Factoring in Viewability?
Are My Deal ID”s Being Shared?
“Only 2 DSP Authorized”
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Things Brands Should Ask – Viewability?
How much of my media is measureable?
Am I leveraging larger players?
Why show me a site list for transparency?
Are you using off target media to make Viewablity target?
Is Retargetting Factoring in Viewability?
Did I pay for non measured?
Use VCPM to optimize vs ecpm?
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VIEWABLE CPM FACTORS COST OF MEDIA INTO EQUATION
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Things Brands Should Ask – Viewability?
How much of my media is measureable?
Am I leveraging larger players?
Why show me a site list for transparency?
Are you using off target media to make Viewablity target?
Is Retargetting Factoring in Viewability?
Did I pay for non measured?
Use VCPM to optimize vs ecpm?
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Ad Creative
Operating in A Safe Environment?
Is It Really Built For Media Purpose?
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Ad Creative
Operating in A Safe Environment?
Is It Really Built For Purpose?
AD Here
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12 2015 Lenovo Internal. All rights reserved.
Key Takeaways ü Manage Your Marketing Supply Chain
ü Ask Questions In Each Component
ü Be Relentless In The Pursuit Of Excellence
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THANK YOU