Programmatic Delivery: Content's Marketing's Next Frontier is a look into the future of content distribution; at how we can leverage new technology to reach more 'eyeballs' than ever before in a world drowning in content!

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P R O G R A M M A T I C D E L I V E R Y :
CONTENT’S
NEXT FRONTIER

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“
Content distribution is hard.
And it’s getting harder.
@simonpenson

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zazzlemedia.co.uk/the-state-of-content-marketing-survey

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% of marketers
are unclear as
to how best to
execute strategy.
92%

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And yet we’re spending more than
ever (mostly on distribution)…

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“
So, what if there was a machine
to make it easy again?

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Programmatic*

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*The use of software to
buy digital advertising, often
using sophisticated targeting.

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It’s the future of paid media.
And it’s growing.
75%
63%
53%
46%
40% 36% 32%
7%
9%
9%
11%
11%
11%
11%
18%
29%
37%
44%
48% 52% 56%
0%
25%
50%
75%
100%
2013 2014 2015 2016 2017 2018 2019
Programmatic (RTB)
Programmatic (non-RTB)
Non-Programmatic
@simonpenson

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I’m no techie…
Name:
Simon Penson
Occupation:
Managing Director,
Zazzle Media
Contact:
@simonpenson
Career:
Print editor turned digital
agency founder

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03Data management
platform
AdvertisersMedia owners A central
marketplace
To do it you need
these 4 things…
Data
management
platform
(BlueKai)
@simonpenson
Supply side
Demand Side
Platform
(Doubleclick)
Supply Side
Platform
(Open X)

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It’s MUCH cheaper too..
@simonpenson
Efficiencies.
‘Human’ CPMs = £10
Programmatic = £0.50 - £2

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An example of now.
Visits to site
segmented based on
where they went.
Creative reflective of
section of interest,
timed for TV ad
spots.

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L’Oreal – targeting women with
and without children

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B&Q weather-relevant creative.

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The era of now.
@simonpenson

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This just sounds
like advertising…

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He who thinks
differently wins.
“Iain’t dropping no normal bomb”

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Why take a knife to
a MOAB fight?!

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Ads are just
holes in the
internet.
What if...
@simonpenson
AD

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“
Let’s work through
a campaign example…

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I’m a retailer looking to
capture a Mac Air buyer…
VS
DellXPS13VMacAir.

23. 59%of UK consumers
researched online
before their in-store
purchase

24. 19992017
Research Journey Purchase
Online Store
Online Store
Research Journey Purchase
How the customer journey
has shifted.

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Head to
trusted
review for
the Dell.

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Editorially led
comparison
displayed.
@simonpenson

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Editorially led
comparison
displayed.
@simonpenson

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Editorially led
comparison
displayed.
@simonpenson

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“
How do you plan content
for programmatic?

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RESEARCHU N D E R S T A N D T H E P E O P L E A N D T H E I R J O U R N E Y S

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Marketing has always
been about people.

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Understand the
audience make up…
0%
5%
10%
15%
20%
25%
30%
18-24 25-34 35-44 45-54 55-64 65+
age
Female Age Demographics
0%
5%
10%
15%
20%
25%
30%
35%
18-24 25-34 35-44 45-54 55-64 65+
age
Male Age Demographics
moz.com/blog/forget-googles-games-make-social-a-primary-traffic-source

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And their interests.
0%
20%
40%
60%
80%
Technology Fashion &
Shopping
Food Sports Music Films Travel Property

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Comscore helps…

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As does Global Web Index.
0
5
10
15
20
25
30
35
40
45
Monthly online activity

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Add a human face to that data
34
Works in sales
Frequent traveller and business user
Buys ‘brands’
David Smith Katie Thomas Freya Weber
18
Student
Needs a laptop for studies &
Shops for build quality
43
Part time nurse
Mother and household ‘organiser’
Children may use tech

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You can now look at
keyword opportunity.
@simonpenson

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who,
what,
where,
when.
answerthepublic.com

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And the critical
buying decisions…

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Map to
funnel stages.
Start with
consideration.

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CREATE THE
RIGHT IDEASD E F I N E T H E C O N T E N T T H E Y W A N T T O C O N S U M E

42. Data and Persona Session Magazine Content Session Hero Content Session
Research for Long Tail
Research for Persona Pain
Points
Content Types Analysis Ideation for bigger ideas
Validation of ideas with
journalists
Ideation to Capture Ideas
for Each Type
RESULT: Ideas for long
tail, persona questions and
hygiene pages
RESULT: Ideas that
entertain and add Content
Flow
RESULT: Ideas that will
work as they have been
pre-tested
Three stages of ideation…

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Organise alternative
creative for testing.
@simonpenson

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Prioritize based on who’s
‘closest to the register’

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THINK ABOUT
TARGETINGH O W , W H E R E A N D W H E N W I L L Y O U R E A C H T H E M ?

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Think about
contextual
opportunity.
David Bernand, 34
Works in sales
Frequent traveller to meetings
Married with children

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Behavioral.
David Bernand, 34
Works in sales
Frequent traveller to meetings
Married with children

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@simonpenson

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Geotargeting.

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@simonpenson

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Cross device

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BUILD YOUR
CAMPAIGN PLANC A P T U R E T H E D E T A I L

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Cover every eyeball…
@simonpenson

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Fits within
a wider plan.
Define
Objectives
Identify
Audiences
Promotional
Plan
Execution Measure
and Iterate

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Keep everything
in one place for delivery
Phase Week 1-2 Week 3-4 Week 5-6 Week 7-8 Ongoing
Initial idea scoping,
research, planning
Content creation
approval
Content creation
and preparation
PR and organic
social activity
Influencer activity
Paid social and
programmatic

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AND TELL
THE STORY…S T O R Y S E Q U E N C I N G W I L L I M P R O V E C O N V E R S I O N

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Use it to tell stories not
just ‘sell’ stuff.
@simonpenson

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TECHNOLOGY
OPTIONS5 W A Y S T O G I V E I T A T R Y

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Admedo –
All rounder
Pocketmath -
Mobile
Brandzooka –
Video
Zypmedia –
Local media
Cadreon –
Enterprise
5 platforms to try.
@simonpenson

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Claim your free ebook...
zazzlemedia.co.uk/resources

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Let’s see
more of
this – soon!

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THANK YOU
FOR LISTENING!KEEP IN TOUCH: @ SIMONPENSON