Google – Gielke Burgmans Demystifying Programmatic Marketing

Google Confidential and Proprietary

Demystifying Programmatic Marketing

Gielke Burgmans Industry Manager DoubleClick Benelux

Google Confidential and Proprietary

THIS MAN CHANGED EVERYTHING

HUGE AMOUNTS OF DIGITAL MEDIA SPACE 1

72 67 32 20 5

1,000,000,000 EXPLOSION OF CONNECTED DEVICES 2

Google Confidential and Proprietary

LOCATION

SEARCH DEVICE

AGE INTEREST

GENDER

ABUNDANCE OF AUDIENCE SIGNALS 3

Using technology and audience insights to reach the right user, in the right place with the right message in real time.

[proh-gruh-mat-ik]

Everything digital needs to be controlled by software 4

TWO WAY COMMUNICATION WITH THE CONNECTED CONSUMER

IN REAL TIME

[proh-gruh-mat-ik]

Customers timing

Advertiser centric

Personalization at scale

Your timing

Customer centric

One message for all

[proh-gruh-mat-ik] :

How do marketers break through fragmentation

and focus on the customer?

marketers use an average of 4.9 platforms to execute a single campaign

Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

A fragmented approach is a breeding ground for challenges

Fragmented Insights

Performance Obstacles

Inefficiencies

Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013

Google confidential

Google confidential

Single point of access increases campaign

efficiencies up to

33%

Source: Cutting Complexity, Adding Value; Boston Consulting Group commissioned by Google, May 2013 Source: Adding Data, Boosting Impact; Boston Consulting Group commissioned by Google, September 2014

A unified platform leads to increased efficiency and better performance

32% average

reduction in CPA

Plan

Create

RESULTAAT: +50% post click conversie verbetering per 1000 impressies tov de oude situatie

Plan

Create

Investigate & obtain more knowledge

Start small (test & learn) or start big (believe)

Start planning from campaign to always on

1

2

3

Do!

Data & Technology choice & ownership

Buying vs execution vs inhouse

Internal & external silo’s

1

2

3

Think (about)

Google confidential

Thank you [email protected]