NMPi Title

Using Programmatic to Reach People in the Moments That Matter7th February 2017

Programmatic The Biggest Buzz-Word in Advertising?

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Programmatic:Display

Television

Radio

Out of home

TaxisProgrammatic is the way we buy media

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1. Becoming Aware2. Researching3. In MarketThe Moments That MatterAnother famous marketing buzz-word, the funnel4. Advocacy/Retention

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The main opportunity in programmatic is using all the resources available to reach relevant audiences, with creative that resonates and times when they are most likely to be interested in your productThe Real Opportunity in Programmatic

1. Building ultra-relevant audience profiles2. Reaching people with impactful creative3. Targeting audiences at opportune moments

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3rd party segments can be combined to build highly relevant audience profilesBuilding Ultra-Relevant Audience Profiles

DemographicInterestGeo LocationPsychographicIn MarketSocial Sharing

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KK5

Expanding Cotwold Outdoors reachBuilding Ultra-Relevant Audience Profiles

Cotswold Outdoor Group DataRunnersNeed purchasersCycleSurgery purchasersTriathlon page visitorsGPS & watch category visitors

Interest CategoriesSwimming enthusiastsRunning enthusiastsCycling enthusiasts

In-Market AudiencesSports equipmentFitness equipmentHiking equipment

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As data is used to segment audiences it creates an additional challenge of how to reach those audiences with relevant messagingReaching People with Impactful Creative

CostWorkload

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For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profileReaching People With Impactful Creative

Example Audience SegmentsCatch UpTV TypeHeavy ViewersBox Set Fans

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DB8

For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profileReaching People With Impactful Creative

Example Audience SegmentsCatch UpTV TypeHeavy ViewersBox Set Fans

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DB9

For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profileReaching People With Impactful Creative

Example Audience SegmentsCatch UpTV TypeHeavy ViewersBox Set Fans

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DB10

For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profileReaching People With Impactful Creative

Example Audience SegmentsCatch UpTV TypeHeavy ViewersBox Set Fans

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DB11

For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profileReaching People With Impactful Creative

Example Audience SegmentsCatch UpTV TypeHeavy ViewersBox Set Fans

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DB12

Contextual targeting can help define what stage a consumer is atTargeting Audiences at Opportune Moments

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TVTYWe ran activity in-line with top brand perfumesTVTY Testing with The Perfume ShopX90%of the top channels in the UK are available on Freeview

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The main opportunities in programmatic can be split into three areas:The Real Opportunity in Programmatic

1. Building ultra-relevant audience profiles2. Reaching people with impactful creative3. Targeting audiences at opportune moments

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Programmatic The Biggest Buzz-Word in Advertising?

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