"Thinking Fast & Slow: the Programmatic Way of Doing Things for Better Results"
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Transcript of "Thinking Fast & Slow: the Programmatic Way of Doing Things for Better Results"
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THE PROGRAMMATIC WAY
OF DOING THINGSGEORGE FRANGAKIS
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What is your reaction?
What do you think she is
going to do?
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What is your
reaction? What are
the first thoughts
that go through
your mind?
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27 X 38What is the answer to
this calculation? How are
you working it out?
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Fast Slow
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Think Slow
Think FastUpper Funnel
Lower Funnel
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Has Programmatic Buying
got 2 systems?
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RTB = Real Time BiddingTechnology that enables you to trade display advertising inventory
- in real-time
- on an auction basis
- Impression-by-impression = Person by person
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DataAffecting the valuation of each impression
Do we want to bid on this person?
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Automationof media buying and selling
(through technology)
“Programmatic buying is the process of executing media
buys in an automated fashion through digital platforms
such as: exchanges, trading desks, demand-side platforms (DSPs)
and supply-side platforms (SSPs).
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THINK FAST THINK SLOW
Programmatic Marketing ThinksFast and Slow
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When collecting data
place universal pixels
across the websites
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Allow budgets to move Across channels
and days of the month
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Get Personal Use dynamic banners
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Creative
is never finished
Let the data
do the talking
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Move from CPA to CLV
CLV = Customer Lifetime Value
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Allow time for profiling
and prospecting
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RelaxMove away
from strict segments
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24/7
Campaigns
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Cross Screen Optimization - Sequential messages across screens
- Extend desktop segments across
mobile and vice versa
- Reduce wastage by frequency capping
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Relevant advertising messages: to people who actually see them,
to people that have value, because you choose to engage,
$ $ $ $ $ € € € € €
Programmatic Marketing
lead to increased engagement,
reduce advertising wastage
and increase conversion rates
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Buying & Selling of Data
The next frontier
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THANK YOU
GEORGE FRANGAKIS
THINK SLOW
ACT FAST