The Economist's Approach to Programmatic
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Transcript of The Economist's Approach to Programmatic
Audra MartinVP, Digital advertising
Digital Publishing Summit EuropeJune 4th 2014
The Economist’s Approach to
Programmatic
Why would we want to go programmatic?
SUPPLY & DEMAND
And the market is still maturing…
EARLY DAYS
Only 23% understand programmatic and use it to execute campaigns
From AdAge article: http://adage.com/article/digital/programmatic-buying-a-mystery-marketers-ana/292391/. Source: ANA/Forrester survey
And lots of fingers in the pie
FRAGMENTATION
Credit: Terence Kawaja at Luma Partners
Marketing spend increases, but publishers see less
So where is the upside?
Audience targeting is key for marketers, and is only more scalable with programmatic
Order processing more efficient
Programmatic budgets are growing
Efficiencies are ready to be embraced
Chart source: eMarketer
BENEFITS
Case study: Premium programmatic at workProblem: New TV news channel wanted to break into a very specific US market. They felt we had good representation of their target audience, but only had programmatic budgets to spend
Their proposed solution: Programmatically all target new cable customers
TEG successful solution: Focus on NEW cable subscribers across Ideas People Media network, to leverage large formats and then re-message on select news sites outside the network to keep focused news state of mind. For this we needed data, scale, large formats, and the right environments. Programmatic made it achievable
Result: The Economist Group was the only successful partner in the campaign in helping the client grow awareness and viewership in their new market, which led to increased spend.
CASE STUDY
Opening up to relationships with trading desks
Additional solutions in the portfolio
New expertise supports existing sales team
Where we’re playing: Premium efficiency at scale
Image credit: http://www.isubwebdesign.co.uk/
ECONOMIST APPROACH
Private Marketplace + Benefits of safe environment + Brand-friendly formats
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The Economist’s premium programmatic approach
SUMMARY
Questions?
Thank youThe Economist’s Approach to
Programmatic
Audra MartinVice President, Digital advertising
@audrainlondon
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