Post on 16-Feb-2017
Google Confidential
Adriano Henriques Google / DoubleClick
FOTO DO PALESTRANTE
Google Confidential
TENDÊNCIAS EM PROGRAMÁTICO
Google Confidential
The constantly connected consumer... and the complicated, constantly changing customer journey
38% of all customer
journeys involve more than one channel
of interaction
90% of people switch between screens to complete tasks
56% say tailored experiences can convince them to switch brands
Sources: Google, The New Multi-Screen World Research, 2012; McKinsey & Co, 2013
The consumer changed
Our industry is changing
“ Ad buying is horribly inefficient. One estimate is that $10,000 of overhead goes into the standard ad buy. As they say in tech, that doesn’t scale.
Brian Morrisey, Editor-in-Chief, DigiDay
Using technology and audience insights to
automatically buy and run a campaign in real time -- reach the right user with
the right message.
WE’VE ALL HEARD THE PROGRAMMATIC BUYING BUZZ
THE FUTURE IS BRIGHT
Wave 3: Programmatic extends everywhere
Real-time Bidding powers audience buying Direct marketers cut waste
and can target at scale
banners on desktop
Programmatic goes direct Brand gets power / efficiency of
audience at scale
+ premium
Multi-screen, multi-environment
Cross-device, new formats
+ video, mobile
IN THE SPOTLIGHT: TRENDS TO WATCH
PROGRAMMATIC DIRECT DEALS
TAKING MOBILE PROGRAMMATIC
USING PROGRAMMATIC TO GROW BRAND
PLATFORM CONSOLIDATION & DATA INTEGRITY
1/ 2/ 3/ 5/ UNLOCKING THE POWER OF VIDEO
4/
PLATFORM CONSOLIDATION & DATA INTEGRITY
Source: The Future of Digital Marketing, Illuminas, May 2013
A SILOED DIGITAL APPROACH CREATES BREEDING GROUND FOR INEFFICIENCIES
average number of digital marketing platforms marketers & agencies use to execute their campaigns
4.9 of advertisers and agencies say managing campaigns across multiple formats is the most significant digital marketing challenge they face
44% pain points that agencies deal with across the campaign life cycle
25+
SOURCE: Time savings metric from BCG study in benefits of a unified platform.
BRIDGING THE DIGITAL DIVIDE BY CONSOLIDATING PLATFORMS STREAMLINED WORKFLOWS, UNIVERSAL DATA MANAGEMENT & FULL CHANNEL MEASUREMENT
Using a unified technology stack generates resource productivity improvements up to
33%
PROGRAMMATIC DIRECT
c
[Programmatic Direct] uses the same pipes you would use for RTB to actually execute the buy. This provides the efficiencies of programmatic with the benefits of buying direct.
Dr. Mark Grether, COO of Xaxis
Source: IDC RTB in the US and WW, 2010-2017
1/3 OF ALL PROGRAMMATIC BUYS WILL BE DIRECT BY 2017
Bringing automated
technology to high priority
inventory transactions.
PROGRAMMATIC DIRECT IS CHANGING THE CONVERSATION
1/ ADVERTISER
2/ DATA
4/ PUBLISHER
3/ TECHNOLOGY
Programmatic support for all deal types
Open Auction
Private Auctions
Preferred Deals
Unreserved
Advertisers
Publisher
Advertisers
Publisher
Advertiser
Publisher
Programmatic Guaranteed
Guaranteed
Advertiser
Publisher
Access Higher priority
opportunities to reach your target audience
Control More transparency around where and to whom your
message is delivered
Context Unique display, mobile,
and video placements on premium inventory
USING PROGRAMMATIC TO GROW BRAND
Awareness Consideration Favorability Intent Purchase
Upper Funnel Brand Performance
Programmatic Reservation Buys
Lower Funnel
Yesterday
Tomorrow Reservation Buys
Programmatic & Programmatic DIrect Programmatic Direct
BRAND MARKETERS SHIFT TO PROGRAMMATIC
Google Confidential and Proprietary
TAKING PROGRAMMATIC MOBILE
Sources: Our Mobile Planet: Understanding US Smartphone Consumers, 2012, The New Multi-Screen World Research, 2012
CONSUMERS MOVE ACROSS MULTIPLE SCREENS & FORMATS
86% of people use their phones while consuming other media
90% of multiple device owners switch between screens to complete tasks
TAKING MOBILE PROGRAMMATIC
UNLOCKING THE POWER OF VIDEO
The definition of TV has changed
Source: comScore US Total Video Report, 2014
Within the past month, on which screens have you watched original TV series?
Source: comScore
83% 92%
96%
Traditional TV
44%
28% 17%
Desktop / Laptop Computer
49%
29% 18%
Tablet
31%
14% 5%
Smartphone
Age 18-34 Age 35-54 Age 55+
Impact: Digital video drives interest and awareness
40% 12% significant brand
awareness lift
significant brand interest lift
Source: Internal Google Data, in US across all verticals
Programmatic Video
Brand Engagement
What video buyers should care about
Verify results
● Viewability
● Player size
● Player position
● Audibility
Target content and audience • Category
• Audience
• Digital content labels
• Viewability
• Player Size
Optimize and Measure effectiveness
A look ahead
Workflow automation will deliver real value to programmers
Data will be leveraged to enable cross screen audience sales
Looking Forward: Programmatic TV “Programmatic TV” will slowly evolve towards a real value proposition for the entire ecosystem
Programmatic pipes will grow demand for scatter and undersold inventory
1. 2. 3.
THANK YOU