Digiday State of the Industry with MediaMath
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Presenter: Matt Spiegel – SVP, GM Americas, MediaMath Programmatic Practices: The Future is Now
description
Matt Spiegel, SVP, GM of Americas for MediaMath, will present the findings of a new study conducted with Digiday to better understand how retail marketers are incorporating programmatic practices into their strategies. The findings reveal the scope of retail marketers that have adopted the programmatic approach, as well as insight into the specific marketing goals for which they are leveraging the approach and seeing the greatest impact. Furthermore, the results also provide an understanding of how data-driven retail marketers plan to refine and update their programmatic efforts in the upcoming year
Transcript of Digiday State of the Industry with MediaMath
Presenter: Matt Spiegel – SVP, GM Americas, MediaMath
Programmatic Practices: The Future is Now
© 2013 MediaMath, Inc. All rights reserved. Confidential.
Let’s start with some questions….
© 2013 MediaMath, Inc. All rights reserved. Confidential.3
"The use of technology to automate processes and the use of math to improve results.It is the future of marketing, available now.”- Joe Zawadzki, CEO, MediaMath
© 2013 MediaMath, Inc. All rights reserved. Confidential.4
Almost Everyone Is Using Programmatic
Sources: Winterberry Group, Programmatic Everywhere, November 2013, N=263
Current state
85%
are doing so aggressively
Future state
Advertisers who expect to engage in programmatic marketing approaches in next
two years
Advertisers currently deploying real-time bidding strategies today
64%
92%
© 2013 MediaMath, Inc. All rights reserved. Confidential.5
Taking a dual approach
© 2013 MediaMath, Inc. All rights reserved. Confidential.6
Its Not Only About DR For Retailers Using Programmatic
55% of advertisers say they are using
programmatic to “effectively
engage” target audiences*
Retail advertisers
Agencies acting on behalf of retailers
61%
77%
Sources: *Winterberry Group, Programmatic Everywhere, November 2013, N=263; ** Digiday/MediaMath Retail Study, November 2013, n=184
41%
30%
Using programmatic for DR (remarketing and prospecting)**
Direct Response Branding/Awareness
Retail advertisers
Agencies acting on behalf of retailers
Using programmatic for branding/ awareness strategies**
© 2013 MediaMath, Inc. All rights reserved. Confidential.7
Most Leverage What They (and Others) Know
Leveraging 3rd Party Dataas a part of their programmatic approaches today
Retail Advertisers**
Agencies**acting on behalf of retailers
Advertisers*
66%64%
72%
Leveraging 1st Party Dataas a part of their programmatic approaches today
Retail Advertisers**
Agencies**acting on behalf of retailers
Advertisers*
78% 80%94%
Sources: *Winterberry Group, Programmatic Everywhere, November 2013, N=263; ** Digiday/MediaMath Retail Study, November 2013, n=184
© 2013 MediaMath, Inc. All rights reserved. Confidential.8
Transparency Is a Currency Still Becoming Understood
Agencies Advertisers
22%
Source: Digiday/MediaMath Retail Study, November 2013, n=184Q: Which of the following KPIs do you prefer most when evaluating the effectiveness of a programmatic ad campaign?
33%
16%
Cost Transparency Site Transparency
25%
Agencies Advertisers
Agree it is a key KPI in evaluating the effectiveness of a programmatic ad campaign
Agree it is a key KPI in evaluating the effectiveness of a programmatic ad campaign
© 2013 MediaMath, Inc. All rights reserved. Confidential.9
Programmatic Growth Shows No Signs Of Slowing
plan to
83% 82%
Budgets for 2014 are expected to grow for programmatic
Direct retail advertisers
Agencies
69%better integrate their online and offline marketing data
will56%Invest in more third party data
Source: Digiday/MediaMath Retail Study, November 2013, n=184
© 2013 MediaMath, Inc. All rights reserved. Confidential.10
Engaging customers in a holistic way
Marketers’
own data
Market
insights
Aggregate
and connect
for
advanced decisioning
