Optimize and automate your media buying process Roberto Brenner, Google Head of Media Buying Solutions Italy, Spain and Portugal
Today’s consumer
There’s no denying that consumers are demanding more tailored experiences when interacting with companies than ever before. -emarketer
Connected
Interested
Engaged
[proh-gruh-mat-ik] Using technology and audience insights to automatically buy and run a campaign in real time -- reach the right user with the right message.
83% of all media buys will be programmatic by 2017
Aims to buy 70% via programmatic
Source: emarketer
Aims to buy 100% via programmatic
Aims to buy 80% via programmatic
Set up in-house programmatic team
The challenge: marketers & agencies use an average of 4.9 platforms to execute a single campaign
+
x
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How do marketers break through fragmentation and focus on the customer? Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Futu re of Digital Marketing, Illuminas, May 2013
A fragmented approach is a breeding ground for challenges
Fragmented Insights “We have multiple teams pulling multiple reports from multiple sources. Then we have another team consolidating the information into something we can actually use.”
Performance Obstacles
Inefficiencies
Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Futu re of Digital Marketing, Illuminas, May 2013
A fragmented approach is a breeding ground for challenges
Only about
1/3 of CMOs give marketing analytics a high mark for contributing to their company's performance
Fragmented Insights
Performance Obstacles
Inefficiencies
Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Futu re of Digital Marketing, Illuminas, May 2013
A fragmented approach is a breeding ground for challenges
Fragmented Insights
44% of advertisers & agencies say managing campaigns across multiple formats is the most significant digital marketing challenge they face
Performance Obstacles
Inefficiencies
Sources: Navigating the Road to the Consolidated Buying Platform, Forrester Consulting commissioned by Google, 2013; The Futu re of Digital Marketing, Illuminas, May 2013
Companies need to adapt Seperate Disciplines
Media Silos
Marketing
Paid
Plan
Rigid Marketing Plans
Technology
Owned
Earned
Disciplines Melting Together
Converging Media
Produce
Agile Planning Deploy
Measure
A guide to marketing success with programmatic 01/ ORGANIZE
02/ DESIGN
03/ EXECUTE
04/ REACH
Audience Insights
Compelling Creative
With Integrated Technology
Audiences Across Screens
05/ MEASURE
The Impact
01
MOMENTS THAT MATTER
ORGANIZE AUDIENCE INSIGHTS Great marketing starts and ends with the audience
Why it matters
37% of marketers reported growth in profitability from data-driven marketing
74% of consumers get frustrated when content, offers and ads appear that have nothing to do with their interests Source: emarketer; marketing charts
01/ ORGANIZE
How to succeed
02
03
Collect audience interactions across all touch points
Use real-time data whenever possible
Regularly analyze audience, creative & media insights
.
01
02
DESIGN COMPELLING CREATIVE When creative and technology work together, engagement follows
In the end, great creative can overcome a poor media plan. But I don’t think the opposite is true. Those that marry the two (resonant creative which is environment-aware) stand to gain a huge advantage in the minds and wallets of consumers Mike Zeman Director of NA Digital Marketing Netflix
Why it matters? Creative variables account for more than half of the total sales impact of a campaign
Dynamic messaging has a 50% higher CTR compared to static messaging
High quality creative drives a 200 - 400% increase in campaign response rate
Source: (1) Adexchanger; (2)MyThings Creative Best Practices (3) Internal Google Data
02/ DESIGN
How to succeed
01
03
Build ads in HTML5; Be ready for all screens & channels
Share creative assets & campaign results with all stakeholders
.
Make it “personal” with dynamic, logic-based creative
02
03
EXECUTE WITH INTEGRATED TECHNOLOGY The real opportunity lies in creating unified, cross-channel digital experiences
Why it matters? Increased efficiency Up to 33% decrease in process time
Improved performance an average of 32% reduction in cost per action (CPA)
Source: Boston Consulting Group, Cutting Complexity, Adding Value, May 2013 & Adding Data, Boost Impact, September 2014
03/EXECUTE
How to succeed
01
03
Unify marketing efforts across search, mobile & display
Test & iterate through experimentation
.
Identify a partner for programmatic buying
02
04 REACH AUDIENCES ACROSS SCREENS Be there in the moment of opportunity on any screen and in any channel
Why it matters? 90% of people switch between screens to complete tasks
38% of all customer journeys involve more than one channel of interaction Sources: Google, The New Multi-Screen World Research, 2012; McKinsey & Co, 2013
04/REACH
How to Succeed
01
03
Consolidate display, mobile and video campaign buying
Prepare dynamic ads to run in all ad sizes
.
Consider using programmatic for all digital buys
02
05
MEASURE THE IMPACT Programmatic buying is a leap towards integrated, actionable measurement
Why it matters? 38% of affluent consumers say brand is their primary purchase driver
The median viewability of all publishers
51%
Source: (1) internal google data (2) Marketing Charts - affluent = $200k+
05/MEASURE
How to succeed
01
Use integrated tools to measure audience reach, composition, as well as ad recall and awareness .
Use programmatic buying to target viewable impressions and ensure ads are seen
02
03 Invest in custom cross-channel attribution models to understand all digital touchpoints
PROGRAMMATIC Advertising’s Evolution
One step closer to serving the right ad, to the right user at the right time
