James Diba, Client Partner of The Programmatic Advisory will discuss some of the techniques brands and buyers can use to drive high-performing campaigns with programmatic technologies. He'll delve into how to leverage DMPs, DSPs and dynamic creative successfully to generate better returns on investment. ***** As presented at PI LIVE 2018 - Europe's premier Performance Marketing Conference - https://performancein.live

1. 1
HOW TO ACHIEVE GREAT
CAMPAIGN RESULTS BY CORRECTLY
LEVERAGING PROGRAMMATIC
TECHNOLOGIES
16TH OCTOBER 2018

2. 2
CONTENTS
The five pillars of effective programmatic marketing
Demand Side Platforms (DSP)
Data Management Platforms (DMP)
Dynamic Creative Optimisation (DCO)
Q&A
AGENDA

3. 3
WHAT IS PROGRAMMATIC?
“The application of data and technology in
marketing”

4. WHERE IS PROGRAMMATIC TODAY?
4
MULTIPLE CHANNELS &
DEVICES
A VARIETY OF FORMATS PREMIUM INVENTORY
TRANSPARENT AUDIENCE FIRST OPEN TECHNOLOGY

5. KEY PROGRAMMATIC TECHNOLOGIES
5
REAL TIME BIDDING
(ADVERTISER) (PUBLISHER)
ADVERTISER
1 2
3 4
5
6
DCO
7

6. 6
DEMAND SIDE PLATFORMS
(DSP)

7. 7
LARGE PLAYERS IN THE DSP MARKET

8. Create, activate and control a number of campaigns simultaneously through a
centralised UI.
CENTRALISED UI
Enable a wide variety of inventory to be purchased through one platform e.g. Display,
Video, Native, Mobile, In-app, DOOH, CTV etc.
INVENTORY ACCESS
Provide geographic, demographic, category, keyword, viewability and brand safety
targeting options alongside the use of 1st, 2nd and 3rd party data to make targeting
more effective.
TARGETING OPTIONS
Allow both manual and algorithmic optimization of campaigns to increase
performance of campaigns to a given KPI.
MANUAL AND ALGORITHMIC OPTIMISATION
1
2
3
4
5
Provide real-time reporting and analytics on how your media spend is performing
against a variety of metrics.
REPORTING AND ANALYTICS
DEMAND SIDE PLATFORM MAIN CAPABILITIES
8

9. BEST PRACTICE WHEN USING A DSP
9
INSIGHT DRIVEN WELL STRUCTURED CONSTANTLY A/B TESTING
BRAND SAFE/FRAUD FREE FREQUENTLY OPTIMISED
DELIVERING HIGH
PERFORMANCE

10. 3
2
1
Always A/B test and utilise a share of your budget for testing to ensure that you are
able to identify new high performing audiences, publishers, formats etc.
Utilise insights from all areas possible to inform targeting strategies,
prior to launching a campaign. This could include previous campaign
insights, consumer insight data, survey data etc.
Structure your activity in your DSP in a way that allows you to report at the
level of granularity that is required against your strategies, whilst still being
able to manage the optimisation of your campaign.
Ensure that those responsible for activating your campaigns in DSPs have a robust approach
to ensuring brand safety and eliminating fraud to maximise the impact of your investment.
This should include utilisation of both native DSP settings, whitelisting (sites and exchanges),
as well as third party verification.
CONSTANTLY
A/B TESTING
WELL
STRUCTURED
INSIGHT
DRIVEN
BRAND
SAFE/FRAUD
FREE
4
FREQUENTLY
OPTIMISED
5
Campaigns should never be treated as a ‘set and forget’ strategy, they need to be frequently
optimised and monitored when using both manual and algorithmic optimisation. There are a number
of optimisations which can be made to a campaign and it is critical to monitor the impact that your
optimisations have on performance.
HOW TO DELIVER ON THE BEST PRACTICES
10

11. THREE BASIC OPTIMISATION & PACING LEVERS
Frequency
Cap
Line Item
Bid
Viewability
Threshold
Good traders are able to find the correct balance between these three levers to achieve the lowest
bid, at the most effective frequency and highest viewability, whilst still delivering the campaign
budget and required performance.
11

12. BULK OPTIMISATIONS
Exchange
Optimisation
Day Parting
12

13. CORE OPTIMISATIONS FOR ANY CAMPAIGN
Device
Domain
Geographic
Location
Key
Performance
Indicator
Analysis Negative:
Exclude from
Targeting
Positive:
Separate
Tactic
Two outcomes:
13

14. ADDITIONAL AREAS OF OPTIMISATION
Connection
Type
Carrier or
ISP
Ad
Position
Format
Size
Audience
Creative
Day of
Week
Browser
Operating
System
14

15. 15
DATA MANAGEMENT
PLATFORMS
(DMP)

16. 16
LARGE PLAYERS IN THE DMP MARKET

17. DATA MANAGEMENT PLATFORMS CENTRALISE DATA FOR
SEGMENTATION AND ACTIVATION
17
4 - ACTIVATE DATA IN CHANNELS
Display
Social
Search
Video
On-site
Mobile
CRM
3 - SEGMENT DATA
2nd Party Data
(Partner)
3rd Party Data
(Bought)
1 - INGEST DATA
1st Party Data
(CRM/on-site/media)
Dynamic Creative
Optimisation
Engine:
Tailored message
/ creative
STRUCTURED FOR MEDIA MARKETINGUNSTRUCTURED FOR MEDIA
2 – INSIGHT
STRUCTURED FOR MEDIA
DATA MANAGEMENT PLATFORM
Discovering, building and managing audience
segments in real time
Many advertisers are investing in DMPs to centralise data collection and segmentation. DMPs offer a clearer,
single view of the consumer for all of your digital marketing channels and ensure consistent messaging.
A best practice DMP leverages all of the data at it’s disposal and integrates across an advertisers technology
stack.

18. IMPORTANT CONSIDERATIONS WHEN WORKING WITH A
DMP
18
Data Ingestion &
Management
Ability to and ease of
centralising data
Data storage &
ownership
Securely stored, and within
your control
Audience creation &
expansion
Speed and ability to overlay
additional sources
Activation &
Integrations
Integration with key tech
(DSP, CRM, etc). Flexibility
to add/reduce
Reporting & Insight
Getting useful information
out of the DMP
Security & privacy
Align with relevant
legislation (particularly
important with GDPR)
Service, support &
commercials
How the DMP is supported
for your business from a
resource and financial
perspective
Future
Developments
Planned development,
ability to inform that
roadmap

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2
1
Your DMP must be able to integrate with your existing key technologies e.g. CRM, DSP
etc. to ensure that you can ingest data and activate against it. Consider how easily you
can push data for activation and potential match rates with chosen partners.
Ingest data from a variety of sources, focusing on those which will
help you to deliver against your use cases, ensuring that you tackle
the quick wins which will deliver tangible business results.
Segment your data into audiences clearly with a consistent naming
convention, keeping data hygiene and ease of use in mind. You should
consider the regularity with which your data is refreshed in your segments.
Your segments and naming conventions should be set in a way that allows you to gain
valuable insights back from the usage and performance of your DMP. These insights should
be utilised to further enhance your strategy.
INTEGRATION &
ACTIVATION
DATA
SEGMENTATION
DATA
INGESTION
INSIGHT 4
DMP BEST PRACTICES
19

20. 20
DYNAMIC CREATIVE
OPTIMISATION
(DCO)

21. BRANDS ARE ALREADY USING MULTIPLE CREATIVE BUT
LACK EFFICIENCY
21
79% of marketers believe
that creative message has
a strong impact on
performance
80% of brands are
creating multiple versions
of ads for different
audiences
75% of brands say that
not having enough time is
preventing them from
testing and optimising
display ads
27% of brands say lack of
talent is the biggest
obstacle to achieving ideal
display ad creatives
*https://www.youtube.com/watch?v=NHfuM-74IfY
21

22. ALIGNING CREATIVE WITH DATA, SEGMENTATION AND
BUYING IS ESSENTIAL
22
4 - ACTIVATE DATA IN CHANNELS
Display
Social
Search
Video
On-site
Mobile
CRM
3 - SEGMENT DATA
2nd Party Data
(Partner)
3rd Party Data
(Bought)
1 - INGEST DATA
1st Party Data
(CRM/on-site)
Dynamic Creative
Optimisation
Engine:
Tailored message
/ creative
STRUCTURED FOR MEDIA MARKETINGUNSTRUCTURED FOR MEDIA
2 – INSIGHT
STRUCTURED FOR MEDIA
DATA MANAGEMENT PLATFORM
Discovering, building and managing audience
segments in real time
22

23. DYNAMIC CREATIVE IS A SUBSET OF PROGRAMMATIC
CREATIVE
23
Programmatic
Creative
Creative Management
Platform (CMP)
Dynamic Creative
Optimisation (DCO)
Programmatic Creative refers
to a set of technologies that
add speed, scale and
automation to the creative
process.
CMPs and DCO are
technologies which fall under
the umbrella of programmatic
creative.
23

24. THE BENEFITS OF PROGRAMMATIC CREATIVE
24
Tailor creatives to audiences
Split test, learn and optimise
Quickly turnaround a high volume of creative
Right message, right user, right time
24

25. FEATURES OF DYNAMIC CREATIVE OPTIMISATION
25
DATA FEEDS
AUTO-OPTIMISATION
PERFORMANCE LED
COMPLEX
Utilise data feeds to inform creative decisioning. This could include time, device,
weather, location, retargeting information, product catalogues, special offers,
store information etc.
Optimisations can be made to the creative by changing things such as the CTA,
ad copy, images, offers etc. However, they must be able to replace each other
without requiring adjustments to the formatting of the ad structure itself.
DCO is typically used for large performance led campaigns where the number of
impressions justifies the opportunity cost for testing so many variations and will
provide statistical relevance when analysing creative performance
DCO can be a complex process to define and implement, so a clear plan and
timescales should be developed involving all necessary stakeholders
25

26. DYNAMIC CREATIVE OPTIMISATION PROCESS
26
Build dynamic creative
use cases
Build creative template
and assign dynamic
elements
Identify required data
sources
Audit and align data
sets
Build dynamic rulesUpload to adserverTestOptimise creative rules
Planning teams. Are the main
use cases to reduce creative
production or increase
personalisation.
Creative production. If the
approach is data led, what data
is required and where is it
sourced? Leverage the
expertise of your DCO partner.
Technical teams. Is the data
consistent enough to be used?
Engage site/feed managers and
adops teams.
Planning teams/Creative
production. Decide on what
elements in the creative will be
personalised.
Creative production/Planning
teams. Link the data sources
and dynamic elements by
implementing creative rules.
AdOps/Creative production.
The creative must be pushed
to the adserver by the
production team and then
applied to campaign tags by
the adserver manager.
Media execution. Programmatic
traders or partners must then
test the creative. AdOps and your
DCO partner can be leveraged to
pull creative reports from the
adserver.
Creative production/Planning
teams. Creative rules should be
optimised towards high
performing rule sets. This can
be done using machine learning
with some providers.

27. 3
2
1
Select the rules for creative decisioning that will be put in place up-front and check
that they are implemented correctly to allow the creative to function in the expected
way
Ensure that you have a robust plan which ties your audience strategy
to your creative strategy and involves all necessary stakeholders who
will be a required at some stage in the process
Define the data sources that are going to be used to power your DCO
decisioning and ensure that the data is well structured with a clear
nomenclature so that the data can be easily used
It is critical to align and integrate with any media or data partners that may be required to
contribute to the serving of the creative, for example ensuring that your DCO solution works
well with your adserver and your DSP
RULES
DATA
PLANNING
INTEGRATION 4
QA 5
Once your feed and DCO solution is complete, creative must be QA’d to ensure that they are working
in the expected way, delivering the correct creative based on the constraints and rules put in place. It
can be a lengthy process to identify the cause of errors, so allow time for this in your QA process
BEST PRACTICE APPROACH TO DCO
27

28. 28
THE FIVE PILLARS OF EFFECTIVE
PROGRAMMATIC MARKETING

29. 29
EFFECTIVE PROGRAMMATIC MARKETING IS BUILT ON FIVE
PILLARS
TALENTACTIVATIONMEASUREMENT DATA CREATIVE

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WHEN ALL FIVE PILLARS WORK TOGETHER THEY DELIVER
EXCEPTIONAL OUTCOMES
MEASUREMENT
More Accountable
Meaningful
Performance
Relevant Insights
DATA
Greater Insight
Audience Planning
TALENT
Exposure to
Growth Drivers
Integrate Insights
CREATIVE
Greater
Engagement
Highly Relevant
Messaging
Unified Consumer
Experience
ACTIVATION
Agile Activation
Audience
Activation

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BRING THESE ALL TOGETHER TO UNDERSTAND YOUR
CAPABILITY
Execution
Vision
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6
5
4
3
2
1
0
0 1 2 3 4 5 6 7 8 9 10
4 – Data.
5 – Commercials.
3 – People.
2 – Technology.
1 – Measurement.
6 – Creative.

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PRIORITISE ALL ACTIONS TO ADDRESS CHALLENGES OR GAPS
Investment
BusinessValue
Quick wins Big Results
Nice to have Evaluate
1
2
3
4
5
6
7
8
9
10

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THANK YOU
JAMES.DIBA@THEPROGRAMMATICADVISORY.COM