adtech&data - tendências em programático - mobile e cross device - buy side

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