Argyle CMO ThinkTank Boston

v

Realizing Customer-Centric Marketingwith Programmatic Technology

Ross McNab, MD North America, MediaMath

Argyle, April 21st, 2015

A Customer Journey Has Multiple Touch Points

Barriers to Realizing Customer-Centricity

Programmatic Enables Customer-Centric Marketing

AudiencesRight Person

OptimizationRight Outcome

MediaRight Time, Place

A Holistic Enterprise Marketing Solution Has Four Pillars

It Activates Audience Data, Personalizes Creative, Automates Media Buying, Optimizes to Goals

But First … A Crash Course

The Exchange Ecosystem

Advertiser DSP Exchanges / SSPs Publishers Audience

$7.5b 2013$11.3b 2014$15.8b 2015

Spend growth last three years …

By 2017 it will account for 83% of display spend

““ Procter & Gamble wants tobuy 70% to 75% of its U.S. digital media programmaticallyby the end of this year

American Express wouldlike to transform their Display Media Channel to become100% programmatic.

““

These Brands Were Quick To Adopt Programmatic

Financial Services Institution

We’re probably 60% programmatic, 40% traditionally planned and managed today. By the end of the year it will be about 95%.

““We’ve [Kellogg’s] seen tremendous results whenusing programmatic buying. Depending on the brand,the digital media ROIs have increased as much as six times

““

Programmatic Is Driving Results For Marketers

How programmatic supports greater business goals

Drives direct revenue, improves our understanding od digital ROI, and keeps marketing accountable to bottom line

62%

70%

60%

50%

40%

30%

20%

10%

0%

Top outcomes derivedfrom programmatic

Improve media buying

efficiency and targeting

62%

100%

80%

60%

40%

20%

0%Improve customer

experience through relevant messaging

91% 90%

9%14%

SOURCE: WBR Survey 2015

Data enabled marketing

Use your own signals to drive profitable marketing. No one else has these

signals.

Own your own home?

Or rent for life?

Separate the wheat from the chaff

15

Programmatic Marketing isn’t just RTB…

One connected source providing access to addressable media in all channels

buy media in a way

B. Bonin BoughVP, Global Media & Consumer Engagement, Mondelez International

Why would I not

that I can get data back

and use it to make

smart decisions?

ROI Optimisation – Early Results

ROI Campaign (indexed)

• ROI: 10.09x 15%

• AOV: 1.55x

• CPA: 7.13x

CPA Campaign (indexed)

• ROI: 9.5x

• AOV: 1.51x

• CPA: 8.02x

THANK YOU

facebook.com/mediamath

@MediaMath

Ross McNab