Programmatic Advertising
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Transcript of Programmatic Advertising
![Page 1: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/1.jpg)
Programmatic: The use of and innovation in Creatives
![Page 2: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/2.jpg)
www.brainlabsdigital.com
Introduction
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Where are we now?
Inspiration Pieces
Working with your data Optimisation
![Page 3: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/3.jpg)
www.brainlabsdigital.com
Why are creatives important?
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Source: Deduced from “Key Findings From U.S. Digital Marketing Spending Survey”, Gartner, 2013 and Internal DoubleClick data from 2014
Source: Deduced from “comScore ARS Research Highlights Importance of Advertising Creative in Building Brand Sales,” 2010 and Internal DoubleClick data from 2014
![Page 4: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/4.jpg)
www.brainlabsdigital.com
Why are creatives important?
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See study “The Power of Creation” (2013), of the German Ad Market http://www.bvdw.org/medien/guete-der-kreation-kann-betrachtungsdauer-von-display-werbung-bis-zum-sechsfachen-steigern-und-kaufabsicht-verdoppeln?media=5268
Studied 4 standard display sizes
![Page 5: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/5.jpg)
www.brainlabsdigital.com
Where are we now?
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![Page 6: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/6.jpg)
www.brainlabsdigital.com
Some Example Ads
www.brainlabsdigital.com 6
![Page 7: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/7.jpg)
www.brainlabsdigital.com
Some Example Ads
www.brainlabsdigital.com 7
![Page 8: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/8.jpg)
www.brainlabsdigital.com
Some Example Ads
www.brainlabsdigital.com 8
![Page 9: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/9.jpg)
www.brainlabsdigital.com
Creative Restrictions
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Display Sizes Animation Length
Data Sizes Learnings
![Page 11: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/11.jpg)
Inspiration Pieces
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![Page 12: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/12.jpg)
www.brainlabsdigital.com
Story
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![Page 13: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/13.jpg)
www.brainlabsdigital.com
● Story within a particular ad ● Sequential ad story
Story
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![Page 14: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/14.jpg)
www.brainlabsdigital.com
Second Screening
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http://wywy.com/wp-content/uploads/2013/10/white-paper-second-screen-study.pdf
![Page 15: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/15.jpg)
www.brainlabsdigital.com
Second Screening
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![Page 16: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/16.jpg)
www.brainlabsdigital.com
Marketing Plan
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![Page 18: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/18.jpg)
www.brainlabsdigital.com
● Case Study: Taco Bell ○ Understanding their main consumer groups:
■ Millenials - and engaging with them■ Not where they thought the group was
before (previously had kids meals that they stopped)
○ Understood where their consumer group could be found
○ Tied creatives across different channels○ Made creative use of different platforms to
their strengths.○ Snapchat filter results:
■ 224 million views in one day■ av. 24 second engagement
○ Additionally 2013 Advertiser of the Year
Think about your Audience
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![Page 19: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/19.jpg)
www.brainlabsdigital.com
Other places to find inspiration
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Cannes Lions Think with Google
Innovation Enterprise
![Page 20: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/20.jpg)
www.brainlabsdigital.com
Working with your Data
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![Page 21: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/21.jpg)
www.brainlabsdigital.com
Different methods
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Work to understand your data
Work with your data
Work to enhance your
data
![Page 22: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/22.jpg)
www.brainlabsdigital.com
Customer Journey
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![Page 23: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/23.jpg)
www.brainlabsdigital.com
How do people interact with your site
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People visit a page on PPC
Arriving at the main page
People who go on to contact
Then look at pricing
![Page 24: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/24.jpg)
www.brainlabsdigital.com
Creative Journey
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![Page 25: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/25.jpg)
www.brainlabsdigital.com
Sequential/Different Ads
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People who visit the page on PPC
Prospecting [Audiences, Categories, Content, Similar Audiences etc]
People who go on to contact
People who click on the ad and return to the PPC Page; then look at pricing
![Page 26: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/26.jpg)
www.brainlabsdigital.com
Work to enhance your data
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Sophisticated retargeting, use time and frequency capping
Decide on when you’ll stop retargeting people - or when you want to change creative
Integrate data insights from search into creative campaigns
Share data insights from previous campaigns with creative team
![Page 27: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/27.jpg)
Optimisation
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![Page 28: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/28.jpg)
www.brainlabsdigital.com
Think about your Expectations
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What is the likely
response to the medium?
Is it branding? Is it expecting
direct response?
What are you trying to get people to do
on site?
What is your window for a response?
![Page 29: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/29.jpg)
Wrap Up
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![Page 30: Programmatic Advertising](https://reader030.fdocuments.us/reader030/viewer/2022021502/587753591a28ab84388b6b7f/html5/thumbnails/30.jpg)
www.brainlabsdigital.com
Wrap Up
30
Where are we now?
Inspiration Pieces
Working with your data Optimisation