WHY MEASUREMENT MATTERS FOR BRANDING IN A PROGRAMMATIC WORLD
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Silicon Valley Driverless Car.mp4
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PROGRAMMATIC BRINGS SPEED, PRECISION, AND CONTROL TO AD BUYING
TRADITIONAL MEDIA BUYING: 3 WEEKS BEFORE CAMPAIGN
$1 CPM100MIMPRESSIONS
ADVERTISER PUBLISHER
Females18-49
Female 18-49
Likes Comedy Movies
Lives in NYC
Frequent Flier
Max $1 CPM
PROGRAMMATIC MEDIA BUYING: 200 MILLISECONDS BEFORE AD EXPOSURE
INTENDED AUDIENCE
AD DELIVERED
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MARKETERS ARE INVESTING IN PROGRAMMATICProgrammatic forecasted to make up over 25% of all digital buys
2013 2014 2015 2016 2017$0
$1
$2
$3
$4
$5
$6
$7
0%
5%
10%
15%
20%
25%
30%
Online Display Online VideoMobile Display and Video % of total
(in b
illio
ns)
SOURCE: International Data Corporation (IDC), Forward Markets 2013-2018: Moving Direct Display Ad Sales onto the RTB Platform
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WHAT BRAND MARKETERS ARE STILL LOOKING FOR
1. Transparency
2. Inventory quality
3. Technology simplicity
SOURCE: AOL, “7 Things You Need to Know About Programmatic Right Now”, 8/13/2014
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MEASUREMENT MATTERS (EVEN MORE) IN A PROGRAMMATIC WORLD
x x
BRAND MARKETERS’ FUNDAMENTAL MARKETING NEEDS DON’T CHANGE WITH PROGRAMMATIC
EVEN ALGORITHMS CAN BE WRONG (AND THEN REPLICATED VERY QUICKLY)
NEUTRAL 3RD PARTY MEASUREMENT CAN PROVIDE VALIDITY AND CONSISTENCY
HOW TO USE BRAND MEASUREMENT IN A PROGRAMMATIC WORLD
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ENSURE YOU’RE REACHING THE RIGHT AUDIENCE
M 25-35 Actually…F 18-25
AD DELIVERED
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USE A CONSISTENT, COMPARABLE METRIC TO PLAN, BUY AND SELL AUDIENCES
New GRP-based digital video planning and buying tool
CHALLENGE RESULTSSOLUTION
Measured audience GRPs and age/gender metrics, use API to show reporting
in interface
Platform learned from placement level GRPs,
auto-optimizes audience delivery over time
Video advertising platform needed TV comparable metrics
to attract more brand budgets
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USE BRAND DATA TO ENSURE YOUR ADVERTISING RESONATES
Site visitation
Demographics
Click activity
Direct response activity
High Intender
Actually…Low Intent Brand Lift
AD DELIVERED
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DRIVE BRAND LIFT, AT SCALE
Reached brand positive audience
at scale, drove brand lift
CHALLENGE RESULTSSOLUTION
Measured brand lift in real-time, pulled reporting into platform through API for real-time optimization
Pixelled off of positive brand responders to
inform look-alike models
Agency trading desk needed to ensure
campaign was hitting KPI – brand lift.
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NO MATTER HOW IT’S BOUGHT, DID THE CAMPAIGN DRIVE THE DESIRED REACTION?
Geographic
Demographics
Brand lift
Audience segmentation
AD DELIVERED
+9%Sales Lift
Exposed to Ad
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USE OFFLINE DATA TO IMPROVE ONLINE CAMPAIGNS
Increased reach through
incremental online gains
CHALLENGE RESULTSSOLUTION
Identified under-exposed TV
audiences online
Applied look-alike model to reach “TV extension”
audience at scale
Automaker advertising on TV
wanted to maximize reach across screens
WHAT DOES THE FUTURE OF PROGRAMMATIC LOOK LIKE?
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PROGRAMMATIC SHIFT TO BRANDING WILL CONTINUE
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PROGRAMMATIC WILL INCREASINGLY GO ACROSS PLATFORMS
TV
ONLINEMOBILE
CROSS-PLATFORM
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PROGRAMMATIC CAN APPLY DATA FROM ONE PLATFORM TO ANOTHER
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CONCLUSION
• Set it, but don’t forget it….close the loop
• Richer data sets will help fuel both the buy side and sell side
• Programmatic is evolving…and will continue to evolve over time