THE ROLE OF PROGRAMMATIC FROM TV TO DIGITAL MEDIA DAVID HARLING
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THE ROLE OF PROGRAMMATIC
FROM TV TO DIGITAL MEDIA
DAVID HARLING
A BIT ABOUT ME
• 11 years media, search, social and brand experience, 9 years agency background
• Most recently, Digital Marketing Director for MoneySuperMarket
• MSM at the forefront of programmatic in the UK
@davidharling
A BIT OF CONTEXT
• Built and led an in-house team of 40
• Set up a sophisticated technology digital media stack
• First advertiser in UK to embrace a DMP
• Set up In-house trading desk
• Programmatic media buying using 1st party and 3rd party data
@davidharling
WHAT DOES PROGRAMMATIC MEAN TO ME?
“Automated way of buying media, using
technology and data”
WHY SHOULD WE BE EXCITED ABOUT IT?
It’s the future of all media buying and its happening right
now!!!
WHY SHOULD WE CARE?
Performance Cost Efficiencies
Targeted media
Cost off inventory
Reach and use of data
WHY SHOULD WE CARE?
Performance Cost Efficiencies
TRANSPARENCY
SEARCH HAS BEEN PROGRAMMATIC FOR A FEW YEARS NOW
22m customers
DMP BMS DMP
WE ARE MOST FAMILIAR WITH VOD
22m customers
DMP VOD
MORE TARGETED AND MORE MOBILE
BETTER USE OF DATA
1st party data
3rd party data
PROGRAMMATIC MEDIA BUYING IS EVOLVING
CONSUMER TV CONSUMPTION IS CHANGING
Liner TV consumption is done 15%
yoy
CONSUMER TV CONSUMPTION IS CHANGING
Liner TV consumption is done 15%
yoy
CONSUMER TV CONSUMPTION IS CHANGING
54% go online whilst
watching TV
CONSUMER TV CONSUMPTION IS CHANGING
82% use a 2nd screen
whilst watching TV
SO WHAT…
PROGRAMMATIC TV IS COMING..
INTEGRATED BRAND ADVERTISING
THANK YOU
@davidharling
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