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Programmatic Advertising @ UZH

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What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.

The talk was given at the University of Zurich on November 4, 2016.

Publié dans : Marketing

Programmatic Advertising @ UZH

  1. 1. 1 Programmatic Advertising University of Zürich — 4. November 2016 Dorian Kind Technology Lead @ Webrepublic
  2. 2. 2 What Is Programmatic? Programmatic Buying describes all digital advertising where demand and supply of ad space is connected automatically.
  3. 3. 3 What Is Programmatic? As we automate, as technology advances through machine learning, and things just become better, faster and more proficient, we can actually start to identify things in real time, make changes to our campaigns and achieve better results as a consequence. That’s a huge opportunity. — Rob Moore, Roadshow Films Programmatic Summit 2016 ✭
  4. 4. 4 Enter Programmatic Up until not too long ago, a large part of advertising was about having the right access to the right people. Human-to-human interaction defined the market. With the advent of the internet, marketers quickly determined that a new channel for advertising was born. Available ad space eventually outgrew media buyer’s capabilities. ✭
  5. 5. 5 Enter Programmatic First advertising techology solutions came into existence. Publisher-Advertiser interaction was being increasingly automated. Ad networks and exchanges moved from leftover inventory dump to a place where every impression is being auctioned off the exact millisecond it happens. ✭
  6. 6. 6 A Programmatic Ecosystem✭
  7. 7. 7 The Life of an Impression A user visits a web site where an ad space is waiting to be filled✭
  8. 8. 8 The Life of an Impression This ad space is being managed by the publisher’s ad server, collecting signals about this particular visit. ✭
  9. 9. 9 The Life of an Impression A supply side platform (SSP) collects the impression, bundles it with other signals and offers the ad impression to an ad exchange. ✭
  10. 10. 10 The Life of an Impression Advertiser employ Demand Side Platforms (DSP) that have the opportunity to bid on the ad impression if its signals are relevant for the advertiser’s targeting. ✭ €€€€ € €€
  11. 11. 11 The Life of an Impression After the auction is over, the winning advertiser’s creative is served from its ad server to the visitor ✭
  12. 12. 12 Signals, Lots of Signals Demographic CRM Data Web Analytics Social (YouTube)Interests
  13. 13. 13 THE PROGRAMMATIC PYRAMID PITCH
  14. 14. 14 CREATIVES MEDIA BUYING TRACKING & DATA
  15. 15. 15 CREATIVES MEDIA BUYING TRACKING & DATA
  16. 16. 16 Recap: What Is My Advertising Goal? My target audience should SEE my ad My target audience should CLICK my ad My target audience should KNOW my brand My target audience should SIGN UP My target audience should BUY something My target audience should be CUSTOMER forever
  17. 17. 17 My target audience should SEE my ad My target audience should CLICK my ad My target audience should KNOW my brand My target audience should SIGN UP My target audience should BUY something My target audience should be CUSTOMER forever SEXYNESS Recap: What Is My Advertising Goal?
  18. 18. 18 Tracking Interactions on Websites
  19. 19. 19 Measuring Brand Searches BRAND AWARENESS
  20. 20. 20 All Campaign Data Is Centrally Tracked ADSERVER Performance Data on Unique User Level DISPLAY SEARCH NEWSLETTERVIDEO SOCIAL MEDIA Goals: - Visibility - Clicks - Leads - Sales
  21. 21. 21 Consolidated Reporting VIDEO DISPLAY SOCIAL
  22. 22. 22 The Advertising Journey Display Ad Impression Premium Placement Video View YouTube Social Media Click Facebook Click on Retargeting Ad Display Ad Exchange CAMPAIGN GOAL
  23. 23. 23 CREATIVES MEDIA BUYING TRACKING & DATA
  24. 24. 24 Demand Side Platform Unified and Real Time: Goal Optimization Targeting Bidding Budgeting Frequency
  25. 25. 25 Cherry Picking Impressions USER INTERESTED IN COOKING USER NOT INTERESTED IN COOKING RESERVED BUY (the old way)
  26. 26. 26 Switzerland Is (Mostly) Programmatic
  27. 27. 27 70%UK 65%US 15%CH 25%DE
  28. 28. 28 Why Programmatic? Find your audience across multiple channels. Only pay for ad impressions generated by your target audience. ✭
  29. 29. 29 Why Programmatic? Optimize for your campaign goal in real time. Change your media plan in an instant if needed. ✭
  30. 30. 30 Why Programmatic? Pay transparent and competitive prices. Programmatic CPMs are often cheaper - for the same inventory. ✭
  31. 31. 31 Example: Ideal Frequency Capping 4.80 5.79
  32. 32. 32 CREATIVES MEDIA BUYING TRACKING & DATA
  33. 33. 33 Rich Media: Big and Bold Formats
  34. 34. 34 Storytelling Across Creatives
  35. 35. 35 Changing Creatives Based On Weather
  36. 36. 36 CREATIVES MEDIA BUYING TRACKING & DATA
  37. 37. 37 Bold formats, storytelling and dynamic elements Data-driven and efficient media buying across platforms Smart goal tracking & unified reporting
  38. 38. 38 PITFALLS AND DANGERS
  39. 39. 39 Not All Is Well In Programmatic Land Ad fraud is wasting billions of advertisers’ money Fake clicks, impression fraud✭
  40. 40. 40 Nobody really knows which impressions are actually seen Google: 56% of ad impressions are never seen ✭ Not All Is Well In Programmatic Land
  41. 41. 41 People seem to be quite fed up with display ads Usage of ad-blocking tools on the rise since years ✭ Not All Is Well In Programmatic Land
  42. 42. 42

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