The Future and Present of Advertising is Programmatic

Passenger offers location, destination, car type, rider history and price

Driver looks at proximity, destination , your reputation & your price - you match & you ride

Buying Programmatic

Moments

Audience Defined

Moments Defined

Value Exchange

Sales Opportunity

Personal & Relevant Content

Re-Engagement & Follow Up

Inventory Source Brand Safety Apps & URLs Keywords

Categories Environment Viewability Language

Audience Lists Demographics Geography Day & Time

Device BrowserConnection

SpeedCarrier

Gardening enthusiasts (eXelate Data, £0.52 CPM)

Those who use Gillette Fusion Hydra Gel (eXelate Data, £0.70 CPM)

Shopaholics (Bid Manager Affinity)

Mortgage seekers (Bid Manager In Market)

Life long low spenders (Experian Data, £1.36CPM)

Family focussed (Bid Manager Affinity)

Looking at home insurance in December (I-Behaviour Data, £1.39 CPM)

Undisclosed/black box programmatic model

or

Technology stack with known mark-ups

0

50

100

150

200

250

Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Jan-16

Mill

ion

s o

f d

eskto

p a

d b

lockin

g u

se

rs

21m 30m39m

54m

121m

181m

+200m

+124%

+50%

Source: PageFair/Adobe

Establish objectives and your consumer moment

Retail is detail

Track everything

Realistic attribution models

Display has a vital role in any consumer journey

Source: Think with Google, UK Ecommerce consumer journeys

Who is your target audience?

Are you using your audience data?

Current/Future Needs

Attitudes/Opinions

Personal Attributes

- Open to travel

- Enjoys new experiences

- Buying holiday supplies

- Researching itinerary for trips

- Cultural: New ad types

- Easy Going: No ad blockers

https://yougov.co.uk/profileslite

https://www.visualdna.com

Help define & suggest audience lists

How do you end up on a list for Cadbury’s Buttons?

Characteristics & Background

› Name: Eve

› Age: 29

› Social classification: ABC1

› Location: London

› Working status: Employed

› Relationship Status: Single

› Upcoming Holiday: Spain

› Eve has booked flights to go to Spain in June with friends

› Eve booked her flights back in January and has been dieting and exercising in

order to get in shape for her holiday

› Eve has only just booked accommodation for her holiday and is just sorting out

hotel transfers/coaches to Gatwick Airport

› Eve has been saving waiting for the Summer seasons to arrive in the shops

before buying her holiday wardrobe

› Eve has been looking for inspiration for her holiday wardrobe online on her

mobile and is always interested in a bargain

› Eve has been very active on Instagram and Pinterest getting inspiration

› Eve is an avid entertainment reader and a TV/Movie Lover

“I would say I am very fashion obsessed, I like to look and feel good on holiday. I am hard working and

deserve a break every now to let my hair down ”.

Needs and Motivators to respond:

Actively looking to buy an affordable holiday wardrobe to go on holiday in the next 30 days, loves looking at inspiration and

getting ideas for new outfits with accessories. Eve loves shopping and a sale and likely to purchase a bargain.

Profiles collated from discussions with the Client, current data, retailer research, YouGov Data & SearchStar experience.

Women on a Special K diet

Women listening to Spotify ‘get fit’ playlists

Women who are health & fitness buffs

Women who are last minute holiday shoppers

Women in market for swimwear

Women who have bookmarked bikinis

Women off to Spain in next 30 days

Women who are beach holiday goers

Women browsing Conde Naste Travel & Style section

Source: eMarketer Us Digital Ad Spending 2016

Beginning Display Click is brand awareness

Middle Display Click helps create desire

End Display Click helps seal the deal

Source: Think with Google, UK Ecommerce consumer journeys

Tailor content to visitors’ interests

Tailor content to devices

Recommendation engines

Plugging in third party data to trigger content