5 golden rules for making - boussias conferences · programmatic advertising conference 2019 the 5...

Programmatic Advertising Conference 2019

5 Golden Rules for Making

Gawain OwenDigital Strategy Director

in your organisation1

Programmatic successful



19 years of digital experience starting at a publisher

Brand perspective on programmatic. Nestle & Diageo in local / global roles

Agency experience working with global brands delivering digital transformation with programmatic at the core


What is supply chain management and why is it important?

Supply chain management is a highly-detailed system used by small and large organisations alike

to get product to consumers, from obtaining raw material, manufacturing and delivering the final product to the customer. A well organised supply chain management system involves optimising operations functionality to be fast and efficient.

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Supply Chain Management

Materials Components Manufacture Retailer Customer


Ad Exchange

BidderAdvertiserAd Server

Opt-Out PublisherAd Server

Advertiser

Data Management

Platform

Publisher

Sell-Side Tech

Buy-Side Tech

Measurement Platform

Programmatic Supply Chain


What is your level of programmatic maturity?


Helping you integrate your business’s data to

accelerate this even further

Finally using technology to automate this process

Understanding how Data can be used to improve

your media performance

Nascent Understanding how tech can supercharge your

data strategy, providing uplifts to marketing and

the bottom line

EmergingConnected Multi-Moment

Measure Insight Activation

Maturity Framework


Maturity Framework

Maturity

Assessment of participants (%)

Archetype of maturity

Some use of owned data in

automated buying

Data integrated and activated

across channels

Dynamic customer journeys

toward business outcomes

Simple campaign-based execution

8%

47%42%

2%

Source: BCG Digital Marketing Maturity Study, 2018


Consolidated media buying with low audience overlap due

to understanding of user journey. Capabilities within

brand dependant on needs.

Audience based buys using pre described channel lists in YouTube/Trusted Marketplace whilst using the GMP to deliver

consumer insights for refinement of brand strategy

Client owns the technology but no change in the media

output. E.g. setup, optimisation and audiences

by connecting GMP

Nascent Clearly defined operating model due to ownership of

GMP and being optimised by agency partner

EmergingConnected Multi-Moment

Measure Insight Activation

Your Digital MaturityDigital Maturity Example - Today and by the end of 2019


Programmatic key considerations


The 5 GoldenRules of Programmatic

What is your operating model

Understand AdTech in programmatic

Brand Safety/Ad Fraud and Viewability

Publishers are key

Data & measurement


What is your operating model?

Golden Rule


Services managed In-House

2018 2013

Creative 76% 60%

Brand/Corporate platform 52% 48%

Marketing/Product 51% 56%

Media 36% 22%

Sales/Channel 27% 20%

Programmatic 24% Not asked

No strategy done in-house 12% 13%

AT MAXIMUM:Direct contracts AND ownership of execution

‘In-House’ means different things based on clients’ digital maturity

AT MINIMUM:Direct contracts for technology/Agency Login

Evolution of the Advertiser Service Model

OUTSOURCED OWNED OWNED AND OPERATED

The “in-housing spectrum”

The “digital maturity framework”

Naming conventions, Advertiser defines brand safety/viewability. Upskilling

In House capability to challenge/understand planning/execution. Owns pub deals where appropriate

Nascent Emerging Connected Multi-Moment


Reasons to in-house

+ Greater Fee Transparency+ Operational Transparency+ Incentive to Perform+ Supply Chain Management

+ Control of Technology+ Support Agnostic+ Full Time Staff+ Control Data & Usage+ Roadmap Ownership+ Media Accountability

+ Direct Contract with Vendors+ All decisions owned by brand

Finance Strategic Operational


In-housing isn’t for everyone

－ Potentially higher tech costs－ Fixed costs (challenging for a

seasonal business)

－ Harder to innovate, keep up with the marketplace

－ Unable to buy all inventory

－ Lack of infrastructure－ Hard to recruit and train the

best staff (particularly outside of Tier 1 markets)

－ If key hire leaves, no backup － Hard to Scale

Finance Strategic Operational


Understanding AdTech in programmatic

Golden Rule


Brand Safety, Ad Fraud and Viewability

Golden Rule


Reputation management

This is very much a shared responsibility

with your agency partners. There

should be constant communication with

regards to the approach, learnings

and updates.

What contingency and

communications plan do you have

internally if the worst were to happen? Waiting until after

the worst happens is often too late.

Is viewability a consideration? What

is being used to measure viewability

and what is an acceptable rate?

Do you have access/control of the whitelist and

negative keywords? i.e. Do you know what

creative is appearing where

and to which audience?

Do you understand, influence or own the

software being used? You should

have a clear understanding of

what technology is being used to deliver your programmatic

campaigns, why that technology is being used and what you are actually paying for that technology.


Publishers are Key…

Golden Rule


How often do you speak to publishers?


Publisher questions & thoughts...

Ensure the publisher is aware of your target audience/s and campaign objectives.

Do you understand how the publisher monitors Brand Safety, Ad Fraud and Viewability?

How does the publisher “yield optimise” it’s inventory? Can the publisher to deliver to your price point?

What audience data does the publisher have and how can you use it?

If this is an important publisher how can you build a relationship?


Golden RuleData &

Measurement


How integrated is programmatic into your wider media buying? How apparent is this within/outside your organisation?

Is everyone aware how you will measure success? Does everyone agree to these before the start of campaign?

How will conversion/audience data be used during the campaign to make optimisations? Frequency of optimisations

Post campaign how are key data insights captured and pushed back into future brand planning?

Campaign planning & execution

Digital Maturity is unique to yourself.

Be clear and concise on your operating model.

Publishers are key to success - Treat them like your “coffee beans”.

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Questions?



Thank You


5 golden rules for making - boussias conferences · programmatic advertising conference 2019 the 5...

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