Transcript
Brand Marketing via programmatic buyingor
How to have your cake & eat it too
Bob ArnoldAssociate Director Global Digital Strategy
@BobbyArnold
50%
Forrester Research, “The State of the Digital Media Buyer, July 2011
of digital media buyers list audience targeting capabilities as one of the most important things they look for in display ad buys
30% list low CPMs
3
Have your cake…Maximize cost efficiency
Eat it too…As effective as other buys
Programmatic buying
4
Sends request
Web Site
Solicits bids
Demand Side Platform
(DSP)
Places bidAwards bid
Brief
Goes online
Sees the ad
Ad Exchange
Automated bid price optimization of media
Why is Kellogg's investing in programmatic buying?
Question:Can programmatic buying be a more cost-efficient and effective means of buying?
Answer:Yes, 5X+ improvement in ROI
It all comes down to the right recipe
The Programmatic Branding Recipe
• The right strategy & targeting
• The right measurement
• Fine tuning
The Right Strategy & Targeting
Right Message Right Consumer Right Moment
The Right Measurement
Short Term Success Metrics:
Drive campaigns to hit audience on-target,
on-screen viewability and frequency metrics
Long Term Success Metrics: Drive demonstrable brand lift and brand effectiveness
Fine Tuning
Use Data to Keep the Recipe Fresh & Tasty
•Management of data is key
•Determine 1st and 3rd-party data best practices for the brand
•Drive performance improvements
How We Had Our Cake...
Getting Ads to the Right Audience
How We Had Our Cake...
Efficient Rates for Audience Views
*Effective CPM calculated using overall CPM, on-target impressions, and % of ads in view. Values are indexed.
... and Ate it tooAnd Ate it Too…
Brand 1 ROI
Year 1 Year 2 1H Year 3
ROI2X
5X
Brand 2 ROI
Year 1 Year 2 1H Year 3
ROI
3X
6X
Improved ROI from Two Market Mix Models
What's Next for Programmatic?
• More Inventory
• More Formats
• Better Measurement
• Real-time Signals
Thanks! Questions?
@BobbyArnold
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