1. 1. | KATANA - PROGRAMMATIC BUYING FOR RETAILERS | | JUNE 24, 2015 |
2. 2. | WHO IS KATANA | JJ BANNASCH PRESIDENT & CO-FOUNDER ! San Diego, CA based company in 2013 ! Leadership team executives from full service agencies ! Digital media agency that focuses on programmatic media buying for clients ! Strong relationships with top tier programmatic companies, exchanges and platforms ! Independent agency trading desk ! Client ranging in size and verticals including retailers
3. 3. | AGENDA - TOPICS COVERED | ! What is the programmatic opportunity / growth? ! What does programmatic cover? ! Top benets and challenges for marketers ! Where does it t in the media mix? ! Is it good for retailers - primary pillars / use cases ! How to get started and plan for programmatic INTRO INTO PROGRAMMATIC FOR RETAILERS OF ALL SIZES
4. 4. | PROGRAMMATIC GROWTH / OPPORTUNITY | ! 45% of digital media bought programmatically ! 22% of all advertising by the end of the year ! Retailers are spending 70% of digital display budgets on programmatic ! 25% of total programmatic media will be generated from the retail industry ($3.71 billion) ! Programmatic TV not included in estimates but will positively impact investments HEAVY GROWTH IN MARKETING MIX, SPECIFICALLY WITH RETAILERS
5. 5. | PROGRAMMATIC DEFINED | Automating the buying, selling, delivery & optimization of media based on rules, algorithms and human input via data & technology ! .to improve workow, efciency, effectiveness and campaign optimization agility
6. 6. | PROGRAMMATIC BENEFITS & CHALLENGES | Key Benefits: Minimizes media waste ! Utilize data to make decisions ! Pricing is based on audience value ! Better targeting - right time, place and message ! Real Time Bidding / Agility Challenges: Lots of technologies / options ! Number layers to doing programmatic effectively ! Large sets of data and analytics / need to move quickly ! Increased confusion of how to use tools and platforms effectively ! Resource intensive ! Technology system integrations !Industry Challenges: Fraud & bots ! View-ability Inventory quality ! Advance and consolidation of space !
7. 7. | WHERE DOES IT FIT INTO THE MEDIA ECOSYSTEM | ITS ABOUT AUDIENCE(S) & THE PRE-DETERMINED TRIGGERS THAT DEFINE WHERE IT FITS IN THE CONVERSION / SALES FUNNEL Reach against targeted audience First touch and engagement with product / category pages Engagement with product pages / sales process Completed Sales Utilize customer data base / up-sell
8. 8. | USE CASES FOR PROGRAMMATIC | ! Boost brand & product awareness - rst touch point before conversion Allows companies to rene strategy, approach and creative via data / insights Programmatic / automation has helped gain efciency in lower funnel tactics Smarter prospecting and effective higher funnel tactics Ability to use product feeds, seasonality (holidays and sales) and audience info/data TOP REASONS FOR RETAIL TO USE PROGRAMMATIC GAIN EFFICIENCY INCREASE RELEVANCY
9. 9. | SIMPLIFIED PROGRAMMATIC FILTERS | OVERALL STRATEGY - GOALS 1) Audience Targeting 2) Targeting Parameters 3) Campaign Overlays 4) Channels CREATIVE MESSAGING 3rd Party data ! 2nd Party Data ! 1st Party Data ! Context Geo-Targeting ! Devices ! TOD, DOW ! Browsers ! Inventory Source / Exchanges Page Quality ! View-ability ! Page Clutter ! Brand Safe ! Pre & Post Bid ! Fraud Paid Search ! Video ! Mobile ! Display ! Paid Social ! TV/Radio POST CLICK OPTIMIZATIONS (CRO)
10. 10. | 1) AUDIENCE TARGETING | Client data, your data 1ST PARTY DATA 3RD PARTY DATA CONTEXTUAL 2ND PARTY DATA Data you buy from another party / broker Categorized content by systems, by hand or 3rd party Shared data from another party / partner Site Analytics ! CRM Data ! Customer Pathing Data ! On Site Search Data ! Other Channel Data ! Offline Data ! Client Inventory Data Previous Purchases ! Demographics ! In-market Interests ! Predictors / Intent ! Look-alike ! General Clearing Content (White Lists) ! Block Lists ! Categorical (Subjects) ! Specific Context ! Customized ! Private Market Places (PMP) ! Future Buying ! ! ! Customized EXAMPLES
11. 11. | 2) TARGETING PARAMETERS | EXCHANGES AND DEMAND SIDE PLATFORMS (DSP) ! Geo-targeting Devices Browsers Day-of-week / Time-of-day Reach / frequency Bidding Exchanges - inventory
12. 12. | 3) CAMPAIGN OVERLAYS | FRAUD, VIEW-ABILITY, PAGE QUALITY, CONTEXTUAL, PRE-BID, POST-BID SOLUTIONS ! View-ability Page quality Content Ad clutter Pre-bid / post bid Ad verication Ad fraud
13. 13. | 4) PROGRAMMATIC CHANNELS | ANALYTICS / CRM DIGITAL MEDIA PROGRAMMATIC TV PROGRAMMATIC RADIO CREATIVE LANDING PAGES
14. 14. | CREATIVE MESSAGING TYPES | A/B CONCEPT TESTING RULES BASED AUTOMATED ! New creative concepts Layouts - look-and-feel Control groups ! Segmented ID Device Type DOW, TOD Location Weather Demo Previous engagement ! Sequencing of ads Real time data feeds Inventory feeds Creative variables
15. 15. HOW TO GET STARTED
16. 16. | ENGAGEMENT / MANAGEMENT TYPES | FULLY MANAGED TACTICALLY MANAGED SHARED MANAGED SELF MANAGED
17. 17. | PROGRAMMATIC FLOW & KEY RESOURCES | DATA ANALYST / MODELING INVENTORY BROKER / MONITOR SYSTEM TECHNOLOGY INTEGRATIONS & CREATIVE ASSETS CAMPAIGN STRATEGIST OPTIMIZATION SPECIALIST SPECIFIC ROLES/TASKSAUTOMATION FLOW ANALYSIS, PLANING & REPORTING TARGETING & OPTIMIZATION BUYING INVENTORY
18. 18. | SETTING UP GOALS AND OPTIMIZATIONS| DEFINE FUNNEL SPECIFIC GOALS ! Driving conversions revenue (ROAS, ROI) Driving re-engagement of customer base (Lifetime value) Reach against audience Driving rst touch point for conversions Driving High-Quality-Visits (HQV) ! ! KEYS TO SUCCESS ! Have a plan and roadmap - if you test too much than you dont know what is working Using multiple vendors doing the same thing is not an accurate test Look holistically at the media mix Figure out what problem you are looking to solve rst Develop success metrics against the funnel Dont expect success overnight Be willing to share data with agency
19. 19. THANK YOU! Stay in Contact ! JJ.Bannasch@KatanaConnect.com www.linkedin.com/in/bannasch