Максим Макаренко, Google - Программатик решения от Google в Украине: что нового? - iForum 2016

1. Programmatic is not just for performance,
it rocks for branding as well
Google Ukraine
Max Makarenko

2. Challenge: marketers use on average
5 different technologies to run a single campaign
Source: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Future of Digital Marketing, Illuminas, May 2013
One campaign,
one goal,
one consumer

3. Confidential & ProprietaryGoogle Confidential & Proprietary
Bring everything together in real time with relevant data
Creating Buying Managing Measuring

4. Google Confidential & Proprietary
One joint reach
and frequency
Optimized visibility
and better control
100% targeted
to the right audience
3 main reasons why programmatic buying
can save money

5. Google Confidential & Proprietary
Use powerful tools to watch over your media buys
Visibility
Makes sure ads are actually viewed
(1 sec for display, 2 sec for video)
Anti Fraud
Automatic fraud
detection, impressions
and clicks filtering
Brand safety
Blocks all not safe
content from buying

6. Google Confidential & Proprietary
Creative using various external signals
Google’s dataOwned data
3rd party and
other sources

7. Google Confidential & Proprietary
Premium
inventory
TrueView
on YouTube
Real-Time bidding
Display & Video
Joint reach and frequency

8. Personalize your products
------
New possibilities within Creative and Video
Native
advertising
Universal
ads
High impact
formats
Video

9. Awareness
Action
Consideration
L’Oreal find beauty in programmatic buying

10. 2,200%
return on ad spend (ROAS)
2X
anticipated revenue

11. Google Confidential & Proprietary
Programmatic rocks for branding
Creativity
with
no limits
Reach
and premium
inventory
Visible
and safe
advertising
Targeting
precision

12. Thank you!
mmakarenko@google.com
Max Makarenko