The document discusses the evolution of programmatic advertising from dull performance ads to more precisely targeted brand messaging. It outlines how programmatic advertising has improved, moving from poor quality inventory and banners to targeting niche audiences at scale using premium, viewable and brand-safe inventory. The document suggests that the future of advertising involves integrating detailed location, wearable and IoT data across channels, going beyond cookies to identify audiences, and using dynamic creatives that can learn and optimize performance. The overall trajectory of programmatic advertising is moving from an initial exploratory phase to one that integrates data more comprehensively.

1. Recalculating Creative Trajectory
From Dull Performance Ads to Precisely Targeted Brand Messaging
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www.nmpilondon.com

2. Exploring
Unknown
Waters

3. 2
Scalability of Audience Buys
Exploring Unknown Waters
What programmatic used to mean

4. 3
Scalability of Audience Buys
Poor Quality Inventory
Exploring Unknown Waters
What programmatic used to mean

5. 4
Poor Quality Inventory
Recognise them?

6. 5
Dull BannersScalability of Audience Buys
Poor Quality Inventory
Exploring Unknown Waters
What programmatic used to mean

7. 6
Dull Banners
We’ve all been there!

8. 7
Dull BannersScalability of Audience Buys
Poor Quality Inventory
Exploring Unknown Waters
What programmatic used to mean
Little Learning from Data

9. Navigating the
Sea

10. 9
Niche Audiences at Scale
Navigating the Sea
We use programmatic ads smarter now

11. 10
Niche Audiences at Scale
Navigating the Sea
We use programmatic ads smarter now
Premium, Viewable & Brand-Safe Inventory

12. 11
Niche Audiences at Scale
Navigating the Sea
We use programmatic ads smarter now
Premium, Viewable & Brand-Safe Inventory
Engaging Creatives

13. 12
Creative needs to spark interest and provide value to the user
Engaging Creatives

14. 13
Niche Audiences at Scale
Navigating the Sea
We use programmatic ads smarter now
Premium, Viewable & Brand-Safe Inventory
Engaging Creatives
Detailed Reporting & Targeting Data

15. 14
Data available from platforms provides insights to the future campaigns and wider
business
Detailed Reporting & Targeting Data
74%
22%
4%
Prospecting - Sales by Device
Desktop
Smart Phone
Tablet
62%
21%
17%
Retargeting - Sales by Device
Desktop
Smart Phone
Tablet

16. Move Beyond the
Horizon

17. 16
Detailed location, Wearable & IoT Data
Move Beyond the Horizon
Integration across all levels is the future

18. 17
Detailed Location, Wearable &
Internet of Things Data
Go extra mile to provide better customer experience by using
your data

19. 18
Detailed location, Wearable & IoT Data
Move Beyond the Horizon
Integration across all levels is the future
New Channels and Inventory

20. 19
Detailed location, Wearable & IoT Data
Move Beyond the Horizon
Integration across all levels is the future
New Channels and Inventory
Audiences Beyond Cookie

21. 20
Detailed location, Wearable & IoT Data
Move Beyond the Horizon
Integration across all levels is the future
New Channels and Inventory
Audiences Beyond Cookie
Inbuilt Creative Learning & Optimisation

22. 21
Dynamic creatives use data feeds to target ads and optimise creative performance
Inbuilt Creative Learning & Optimisation
Location 25 miles from store
Device Desktop
Site Behaviour Visited “Men’s Shoes”
Content Viewed Health
Demography Woman 35-45
Season May
Ad Exposure None
Messaging Free next day delivery
Have your gifts ready
Free next
day delivery
Shop Now
trainershop.com

23. 22
Detailed location, Wearable & IoT Data
Move Beyond the Horizon
Integration across all levels is the future
New Channels and Inventory
Audiences Beyond Cookie
Inbuilt Creative Learning & Optimisation

24. 23
Recalculating Creative Trajectory
We’ve gone long way to a good place, but the future is even more exciting
but we use ads
smarter now
and integration across all
levels is the future
Programmatic used to
mean boring,

25. Thank you
Questions?
Email: kristina@nmpilondon.com
Tel : +44 (0)20 7186 2116
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