Road to Programmatic Webinar: Operational Considerations for a - PowerPoint PPT Presentation

Road to Programmatic Webinar: Operational Considerations for a Programmatic Trading Strategy Thursday 16th July Good afternoon and welcome to the Webinar, we will start shortly

Today’s agenda and presenters • Introduction to White Paper – Alison Fennah, IAB Europe • Traditional media buying moving to a programmatic era – Graham Wylie, Chairman IAB Europe Programmatic Trading Committee and Senior Director EMEA & APAC Marketing, AppNexus • Programmatic operational model considerations – Joel Livesey, Director of Business Development and Privacy, AudienceScience • Choosing the right solution for your company – Joel Livesey, Audience Science and Graham Wylie, AppNexus • Brand advertiser example – Ange Bussy-Socrate, Online Marketing Manager, Evans Cycles and Helen Miall, Head of Marketing EMEA, Turn • Understanding the Value Chain – Rahman Mohammed, Head of Strategic Services, Yahoo!

Introduction to IAB Europe’s Road to Programmatic White Paper The IAB Europe Road to Programmatic White Paper is aimed at helping brand advertisers, agencies and publishers formulate their programmatic strategies by detailing some key factors for consideration.

Traditional media buying moving to a programmatic era

Traditional media buying moving to a programmatic era Programmatic Traditional Audience buying Media buying

Programmatic operational model considerations

Two key considerations WHO? WHICH BUSINESS MODEL?

Programmatic products model CPM CPC CPM CPA CPM CPM

Programmatic service model Hybrid Programmatic Agency services Client Independent In-house

Choosing the right solution for your company

Choosing a solution

Five starting points Where is my business starting its programmatic journey? How does the company I am thinking of working with make money? Is my organisation happy to ‘pay by results’ ? Do I have the budget, people and resources to make the change? How will I measure progress?

Toolkit selection DSP DMP SSP

Brand advertiser example – Evans Cycles and Turn

Evolution of data Now to 2020 68% of that data data will nearly double is being created by every two years consumers Presentation name | 15

Harnessing data Can marketers harness this data to achieve cut-through, even though it changes with each event and with each consumer touch point? Presentation name | 16

Evans Cycles - Why • Answer multiple objectives o Either Brand Awareness or Direct Response • Understand our audiences better o Gather single customer view about cyclists’ online behaviour • Increase campaign management efficiency o Register historical performance in one place

Evans Cycles - How Objective definition Insights Data & collection Optimisation Audience creation

Evans Cycles – Take Aways 1. Define your objectives and expectations 2. Consider both the technology and the people 3. Build your programmatic advertising step by step 4. Test, learn and iterate

Understanding the Value Chain

Technology and services WFA Money Flow Diagram – Source: WFA Guide to Programmatic Media

Key considerations Is the service required? Double counting Consolidate services Payment model

Q&A Please address any further questions and comments to Alison Fennah – fennah@iabeurope.eu

Thank you for attending Next steps: Watch the webinar recording – contact Puffett@iabeurope.eu for the link Download the Road to Programmatic White Paper from the IAB Europe website Survey at the end of this Webinar – please provide your feedback

Contact Alison Fennah, IAB Europe – fennah@iabeurope.eu Marie-Clare Puffett, IAB Europe – puffett@iabeurope.eu Connect with us: @IABEurope IAB Europe www.iabeurope.eu