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Perform dm go to market deck - may 2014 email
- 2. Agenda • Evolution of programmatic • PerformDM, and our technology • Inventory, brand safety and quality • Customer centric audience targeting • Building cross channel consumer insight © 2014. All rights reserved. PerformDM Proprietary and Confidential.
- 3. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. PROGRAMMATIC INVOLVES THE TRADING OF MEDIA THROUGH INTEGRATED TECHNOLOGY PLATFORMS
- 4. Efficiency brought through real time bidding (RTB) Bulk buying inventory Old world (pre PerformDM) Real-time bidding New world (since PerformDM)
- 5. The growth of RTB Source: MAGNA GLOBAL, Oct 14, 2013 11% 19% 28% 34% 41% 47% 52% 89% 81% 72% 66% 59% 53% 48% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 2015 2016 2017 Total US display ad share spend RTB Direct buys
- 6. But programmatic is more than just RTB Reservation type Pricing Participation Terminology Reserved Unreserved Unreserved Unreserved Fixed Fixed RTB RTB One buyer One buyer All buyers Select buyers Programmatic guaranteed Programmatic premium Programmatic direct Programmatic reserved Private marketplace Preferred deals Private access First look Open exchange Open marketplace Private marketplace Private auction Closed auction Private access Automated guaranteed Unreserved fixed rate Open auction Invitation only auction Buy type
- 7. The growth of programmatic 11% 19% 28% 34% 41% 47% 52% 13% 18% 25% 29% 32% 32% 31% 76% 62% 47% 36% 27% 21% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 2015 2016 2017 Total US display ad spend share RTB Non-RTB programmatic Non-programmatic Source: MAGNA GLOBAL, Oct 14, 2013
- 9. The industry has evolved Publishers Direct buying Networks Network buying DSPs Exchange buying Ad exchanges Yield optimisers Data Programmatic buying
- 10. PerformDM and what makes us different
- 11. Core pillars of PerformDM Performance All ads bought programmatically, specifically for each individual advertiser 100 % Protection Thoroughly vetted data, media and technology partners Partnerships Best in class technology partners and integration
- 12. Considerable expertise globally and in Africa 440 BILLION IMPRESSIONS GLOBALLY GROWTH RATE OF 460% 121 CLIENTS 1000+ CAMPAIGNS 5.3 BILLION IMPRESSIONS in SA
- 13. Key points of differentiation Transparency Full publisher list/bid price/remarketing strategy visibility Technology Proprietary analytics, licenced leading bid management tools Data policy No data is shared between clients under any circumstances
- 15. Technology is in our game! Amplif.rAudience Insights + PerformDM PLATFORM
- 16. Social Tools Video DSPs Partnering to develop best in breed technology Mobile DSPs Independent Platforms Traditional DSPs
- 17. § Global advertiser spend § Country level overviews § Media channel comparisons § Campaign top level trends § Placement level insight § Publisher performance § Creative delivery § Data segments § Pixel information Drill down reporting for granular campaign performance
- 19. BRAND SAFE PREMIUM INVENTORY AT SCALE
- 20. Security in PerformDM Verified Data providers are put through a legal & technical vetting process to ensure capabilities, brand safety and OBA compliance Websites undergo human and technology inspections to confirm adherence to industry safety standards. We buy all media in real-time and do not arbitrage Technology providers go through a 300+ point inspection process and pilot testing to validate existence of mission-critical criteria and platform functionality Data Media Technology PerformDM Verified is a certification process developed by our platform indicating a partner has been thoroughly vetted and meets PerformDM’s standards of performance and transparency
- 22. What is a private marketplace? § First look access § Lower floor prices § High impact creative sizes § Restricted auctions § Unique access § Specific placements on a site § Coupled with publisher data § Re-targeting back into campaign.
- 23. Pairing inventory with publisher data Demographics Lifestyle Category shoppers In-market Brand Real time first party publisher data Gender Families, Dad’s Technology shoppers (dozens of top level retail categories) In-market for laptop, tablet… (hundreds of in-market audiences) In-market for Acer… (thousands of brands)
- 24. High impact creative formats Mastheads ExpandablesDouble MPUs
- 27. PerformDM works across both BRAND DIRECT RESPONSE
- 28. The future is programmatic, audience-centric and multi-channel. These pillars will drive intelligent digital buying. ─ Forrester
- 29. Importance of a unified technology stack Operational efficiencies Significant spend efficiencies Better end user experience Unique targeting opportunities Joined up user dialogue
- 30. § Re-messaging audiences generated through paid, owned and earned channels § Unifying media channels rather than have them compete § Build an ongoing dialogue with consumers across multiple channels and platforms Building true cross channel, end to end user experiences
- 31. Awareness Intent Desire Action Source: Elias St. Elmo Lewis Awareness Intent Desire Action Likes Recommends Advocates Using programmatic throughout the funnel § Brand blasts § High impact formats § Native advertising § Video and mobile awareness § Keyword contextual targeting § 3rd party audience buying § Lookalike modelling § Retargeting § Retention targeting § Social engagement
- 32. Brand blasts Driving awareness Maximising reach through tight frequency capping High impact formats Audience takeovers Supplements homepage takeovers Awareness Intent Desire Action Likes Recommends Advocates
- 33. Masthead retargeting Retarget users who have viewed or clicked on the masthead Deliver a sequential message through display, video or social channels Retarget up to 6 different masthead interactions Awareness Intent Desire Action Likes Recommends Advocates
- 34. Building audiences through 3rd party data Age 18-34 Early adopter Income R30-50k Bikes to work Likes apple products Wears glasses High school educated Pop culture obsessed Male Hipster Tech enthusiast Publisher data Awareness Intent Desire Action Likes Recommends Advocates
- 35. Scaling through audience lookalike modeling Algorithmic profiling Male Tech enthusiast Pop culture obsessed Income R30-50k Hipster High school educated Likes apple products Age 18-34 Bikes to work Wears glasses Early adopter Awareness Intent Desire Action Likes Recommends Advocates
- 36. Profiling different types of site visitors Browsers Buyers vs. Awareness Intent Desire Action Likes Recommends Advocates
- 38. Retargeting using programmatic Awareness Intent Desire Action Likes Recommends Advocates Homepage Low frequency Low bid Landing pages Low frequency Low bid Generic pages Medium frequency Medium bid Brand message Brand message Choose a product High frequency High bid Choose an option High frequency High bid Accessories High frequency High bid Basket Max frequency Max bid Checkout Max frequency Max bid Excluded Existing customers Excluded Confirmation page Brand message Product specific Call to action Call to action Option specific Acc. specific
- 39. Retargeting is more than just messaging site visitors Likes Recommends Advocates Awareness Intent Desire Action VOD 3rd party sites www.
- 40. Leveraging a true cross channel approach Inputs 3rd party data Video views Facebook app tagging YouTube channel & masthead tagging Referring search activity Advanced site tagging strategy Standard ads Dynamic ads Rich media Video pre-roll FBx ads Mobile ads Outputs Audience profile library Likes Recommends Advocates Awareness Intent Desire Action
- 41. Smarter sales lead optimisation Homepage visitors Total homepage audience Generic brand message Coffee machine searchers Coffee machine product message Nespresso club searchers Club benefits message Site bouncers Hard call to action message Brand term searchers Exclude from retargeting Likes Recommends Advocates Awareness Intent Desire Action
- 42. Retarget users who have viewed an advertiser owned video or YouTube channel Segment users by whether they have subscribes, liked or disliked the content YouTube video retargeting Awareness Intent Desire Action Likes Recommends Advocates
- 43. Facebook app retargeting Awareness Intent Desire Action Likes Recommends Advocates Retarget users who interacted with an advertiser’s Facebook app Target different pages or user interactions Re-message users across display, video or social channels
- 44. Retention and cross selling Awareness Intent Desire Action Likes Recommends Advocates Messaging users who have already purchased, are regular customers or brand fans Separate high/low value customers Treat brand loyalty differently with unique offers or messages Build an ongoing rapport with customers past the initial sale
- 45. Ability to leverage cross product audiences Awareness Intent Desire Action Likes Recommends Advocates
- 46. Brand advocates drive awareness § The most convincing advertising comes from friends and family § Ensuring that existing customers can share creative/content § Ingesting offline CRM data to help build more in depth customer profiles § Focus on developing a true cross channel, on going consumer dialogue Awareness Intent Desire Action Likes Recommends Advocates
- 47. In summary Performance Programmatic trade desk, focussed on results 100 % Protection Thoroughly vetted data, media and technology partners Partnerships Best in class technology partners and integration
- 48. Questions?