Programmatic advertising allows brands to automatically buy and run ad campaigns in real time to reach the right audience with the right message. It has transformed media buying, with 83% of all display buys expected to be programmatic by 2017. Programmatic offers brands the ability to connect with audiences at scale across devices through engaging formats while measuring campaign effectiveness. It provides opportunities to access top quality inventory and improve cost-per-action through advanced audience targeting techniques.

2. Brand Marketing in the Programmatic era
Presenter: Damian McKenna

3. Advertising is being re-imagined
Consumers…
Expect personal experiences
Respond to engaging campaigns
Are always connected

4. “Using technology and audience insights to automatically buy and run an ad campaign in real time, reaching the right person with the right message.”
Programmatic:

5. “If I had asked people what they wanted, they would have said faster horses.”
Henry Ford

6. Programmatic has transformed media buying
83% of all display buys will be programmatic by 2017
2017
Source: eMarketer, Programmatic ad spend set to soar, Oct 2013

8. Programmatic: The Brand Era
Connect 1:1 with audiences, at scale
Access top-quality inventory
Engage across screens, and with rich formats
Measure what matters

9. Connect 1:1 with audiences, at scale
Standard targeting
Advanced targeting
Cost-per-action
32% improvement in cost-per-action (CPA) with advanced targeting
Source: Google Commissioned Study, Adding Data, Boosting Impact, Sept. 2014

10. Engage across screens, and with rich formats
4x
growth in impressions
for video transacted
programmatically
The power of sight, sound and motion
+ +
25 %
of global
page views occur
on smartphones
and tablets
Source: Mary Meeker, Internet Trends, May 2014;
Google Internal Data, 2014

11. Access top-quality inventory
1of 5
programmatic deals are premium direct
Source: Google Internal Data, August 2014

12. Measure what matters
SEE THINK DO
Was your message
seen by the right
audience?
Did the ads change
people’s attitudes?
Did the ads change
people’s behaviors or
lead to a purchase?

13. PROGRAMMATIC: A Bright Future for Brands