Programmatic BrandingAre we Branding yet?

Thomas MoyerMedia SupervisorM&C Saatchi MobileThe leading full service mobile marketing agency

Brief introduction

Agenda

M&C Saatchi Mobile – agency overviewWhere is programmatic Today

Defining programmatic BrandingProgrammatic hurdles

Addressing the Media planTakeaways

M&C Saatchi Mobile -Agency overview

WE ARE MOBILE SPECIALISTSWe are a full service mobile marketing

agency.•Strategy.

•Production.

•Media.

We understand mobility and how to build ROI driven solutions that effectively reach today’s mobile first consumer.

We are experts in developing cost efficient, scalable and measurable mobile solutions that maximize returns for our clients.

We have experience in leveraging the power of mobile, social and digital media to build brand awareness.

WE ARE TRULY GLOBAL

ExperienceM&C Saatchi Mobile was one of the first mobile agencies ever launched. We have more knowledge and experience than any other agency in the market today.

Global footprintHaving 8 international offices and a further 20 M&C Saatchi Group offices ensures we truly understand local markets intimately.

Agency networkAlthough we are a mobile agency we understand that a number of our clients require a multi-channel approach. Being part of a world class multi-channel agency allows us to not only keep up with other areas within media but to also lean on the other agencies as and when required.

Strategic insightWe have invested heavily into strategic resources with specific expertise in mobile. We also have the support of over 60 communication planners from the M&C Saatchi Central Strategy Unit.

Full service experienceSo that our clients can have one partner that they can rely on to cover it all : Strategy + media planning and buying, tracking and optimization, reporting + creative.

We Are different

Where is programmatic

today

“ROIs have increased as much as 6 times” using programmatic buying” – Bob Arnold, North America Digital Media & Strategy Lead (Google, formerly of Kellogg)

We had very specific qualitative and quantitative goals. It’s blown through all of them” – Jeff Holecko, NA Media Manager (Kimberly Clark)

“I am hearing more and more marketers say, ‘I want to spend my money this way, so you’d better get on this train – agencies, publishers, technology partners - because it’s leaving the station, with or without you.“ – Joanna O’Connell, Director of Research (AdExchanger)

What are people saying?

The automation of premium media sales is inevitable and long overdue…media companies have little choice but to embrace programmatic premium advertising...” – Andrew Frank, VP (Gartner)

What are the stats saying?

What are the stats saying?

Mobile Campaign Objectives

*IAB and Ovum survey 2013

Overall branding vs Dr split

Defining programmatic

Branding

Defining what they are?•Reach & Frequency of target audience•Qualified engagements•Rich Media interactions•Clicks•Views/Awareness•Completed views (Video)•GRPs

Setting branding goals•Reach desired target audience•Engagement with ad unit•Engagement with site post ad exposure•Primary or secondary metric•Consideration studies delivered programmatically

Defining Branding KPI’s

Video Digital GRPs (Tube Mogul)•Translating traditional television ratings (GRPs) to online Digital GRPs•1GRP = 1% of people in target population

Defining Branding KPI’s

Branding can be•Outbound Mobile/Video/Rich Media units that drive ad based engagement:

• Promoting television programming• Awareness of event or promotion (e.g.

Roadshow, Sponsorships, Contest, Giveaway, etc…)

•Accountable site side engagements as the primary KPI:

• Engagement with products (e.g. clothing, electronics, mobile devices, etc…)

•Support DR efforts with branding as a secondary KPI

Ads & Site Side Branding

These kinds of campaigns allows advertisers to leverage software to execute digital marketing campaigns across ad exchanges programmatically – Programmatic Branding

Branding – product influencing

User clicks banner

Product landing page

Subpage Visits

Branding – Ad engagementOcean Spray Drives Awareness for New Diet Line with Engaging Mobile Creative – Millennial Media (Case Study)

“Ocean Spray is one of the most iconic beverage brands in the country, and our goal was to create similar fanfare for our ‘Diet’ line.

The campaign proved successful with an incredible ad unit expansion rate of 15.65% and an average of 12.7 seconds spent within the ad which exceeded our expectations.

By reaching our core consumers on-the-go, we positively strengthened their relationship with our brand and reached them at times when they were more likely to purchase the product.”

Christina Lynch, Senior Marketing Manager, Ocean Spray

video brandingQuick Service - McDonalds

Automotive - Infinity

*Brightroll Case Studies

Programmatic Hurdles

Potential Hurdles to programmatic

Potential Hurdles to programmaticAgency Side•Programmatic competency•Positioning•Advising relevant solutions that are in line with client's stated objectives•Ability to get to root and satisfy the questions the client has about how programmatic buying works•Setting realistic expectations of programmatic in the holistic media mix

Brand Side•Digital marketing proclivity•Priority of programmatic in organization•Test budget tolerance•Preconceived notions of the value of programmatic (direct response vs. branding)•Perceived time it would take to learn

Potential Hurdles to programmaticGetting the real scoop from Full Service partners•You will find most every vendor pitch to be very similar (no matter what they are selling), so make sure you are asking the right questions. A more informed buyer can make a much more productive test.

agencies and brands going solo with a DSP•For agencies taking their programmatic practice in-house, make sure you understand the technology you are investing in. Not all platforms are created equal and some are far better than other for particular ad verticals.•Having the right competencies is essential in both infrastructure and campaign execution.•Consider the cost/benefit ratio of investing in tools such as DMPs, data, and other infrastructure.

Addressing the media plan

Mobile & Tablet GrowthMobile & Tablet devices accounted for 55% of Internet usage in the United States in January 2014, the first time this has happened.

New Video MetricsDigital GRPs (TubeMogul) are translating traditional television metrics to online.

Growing Rich Media/Display UnitsRich Media is growing in scale as more exchanges adopt standard ad units. Rich Media is especially valuable in display branding and mobile web/app.

Social Media expansionFacebook has had clear success becoming a mobile first company pioneering FBX. But what about Twitter X? Pinterest? Tumblr?

understanding the value

Tracking / AttributionTracking the events that make up the path to conversion allows us to develop a clear understanding of the media channels, partners, creative etc. that are performing best.

OptimizationBased on tracking data we optimize the campaign by shifting budgets towards the media channels and tactics that are performing best.

Test, learn, and ScaleContinue to test new sources of inventory (partners), creative, tactics etc. Based on best performing channels and tactics to achieve volume goals.

Ongoing InsightsAnalyze campaign results and user value and recommend changes that can be made to the media or creative strategy to enhance performance. Let your data do the talking!

Strategy defines the Execution

Standard Open AuctionThis is an open auction with unreserved inventory.

Invitation-Only Auction (private marketplace)This is unreserved inventory sold on an invitation based auction.

Unreserved (Fixed Rate)This is unreserved inventory sold on a 1-1 basis at a negotiated fixed rate.

Programmatic DirectReserved inventory bought on a 1-1 basis. Negotiated at a fixed rate

All can be used to buy “branding” inventory!!

Buying Programmatic

Social Media Exchanges

Display

Radio

Online Video Mobile

Television Exchanges

rich media

Where can you

find branding inventor

y?

Where can you

find branding inventor

y?

Final takeaways

Programmatic itself isn’t a strategyWhat IT is not…•Have the inventory on every site/placement•Provide a substitute to all types of media buying•Appropriate for every kind of branding campaign•A magic wand to solve other campaign deficiencies (i.e. Non-optimized mobile sites, bad creative, or timing for scale)

What it is…•Powerful tool to target your audience•Powerful tool to scale your online efforts cross channel•A complement to current media efforts•Provides real-time and efficient control of your campaigns •On demand inventory

Programmatic branding is hereProgrammatic branding is used today to:•Address advertiser’s target audience in real time•Drive more accountable branding initiatives with real time insights•Finding “Look A Like” audiences to expand the reach of existing campaigns•Target users across Display, Mobile, Video, Social, etc…•Complement traditional and I/O based media mix•Give real time control to advertisers and allowing them to throttle campaigns instantly

Questions??

Thomas.moyer@mcsaatchimobile.com

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