argyle cmo thinktank boston
TRANSCRIPT
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Realizing Customer-Centric Marketingwith Programmatic Technology
Ross McNab, MD North America, MediaMath
Argyle, April 21st, 2015
Programmatic Enables Customer-Centric Marketing
AudiencesRight Person
OptimizationRight Outcome
MediaRight Time, Place
A Holistic Enterprise Marketing Solution Has Four Pillars
It Activates Audience Data, Personalizes Creative, Automates Media Buying, Optimizes to Goals
““ Procter & Gamble wants tobuy 70% to 75% of its U.S. digital media programmaticallyby the end of this year
American Express wouldlike to transform their Display Media Channel to become100% programmatic.
““
These Brands Were Quick To Adopt Programmatic
Financial Services Institution
We’re probably 60% programmatic, 40% traditionally planned and managed today. By the end of the year it will be about 95%.
““We’ve [Kellogg’s] seen tremendous results whenusing programmatic buying. Depending on the brand,the digital media ROIs have increased as much as six times
““
Programmatic Is Driving Results For Marketers
How programmatic supports greater business goals
Drives direct revenue, improves our understanding od digital ROI, and keeps marketing accountable to bottom line
62%
70%
60%
50%
40%
30%
20%
10%
0%
Top outcomes derivedfrom programmatic
Improve media buying
efficiency and targeting
62%
100%
80%
60%
40%
20%
0%Improve customer
experience through relevant messaging
91% 90%
9%14%
SOURCE: WBR Survey 2015
Data enabled marketing
Use your own signals to drive profitable marketing. No one else has these
signals.
buy media in a way
B. Bonin BoughVP, Global Media & Consumer Engagement, Mondelez International
Why would I not
that I can get data back
and use it to make
smart decisions?
ROI Optimisation – Early Results
ROI Campaign (indexed)
• ROI: 10.09x 15%
• AOV: 1.55x
• CPA: 7.13x
CPA Campaign (indexed)
• ROI: 9.5x
• AOV: 1.51x
• CPA: 8.02x