getting beyond “programmatic”
TRANSCRIPT
HELLO.Luke Kigel Director, Media & Connections - AmericasJohnson & Johnson
Convergence ofMarketing & Technology creates
TENSION & POSSIBILITY
Media Continuously
Evolves
The Media Industry
We are at a true inflection
point!
Source: MAGNA GLOBAL December 2015
DIGITAL HAS REACHED THE TIPPING POINT
2015 2016 2017 2018 2019 20200%
10%
20%
30%
40%
50%Global Revenue Share 2015-2020
WHY?
“PROGRAMMATIC”1 IS CONFUSING
Buying an audience
RemnantInventory
How it works is through robots &a bidding process
Using the tradingdesks to buy a
specific audienceEfficiently
Hyper Target
Auction based advertising
Target the demoin real time
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concept, Programmatic is simple
Right Audience
RightMessage
RightTime
So we can improve how we do this
IN CONCEPT, “PROGRAMMATIC” IS SIMPLE
“PROGRAMMATIC”enables this
Precisely Defined Customer Segments
More Personalized Communication
Real-time Execution, Insights & Measurement
+ +
“SIMPLICITYIS THE ULTIMATE
SOPHISTICATION.”– Leonardo da Vinci (and/or Steve Jobs)
“EVERYONE IS SOMEONE’S ASSISTANTMEDIA PLANNER.”
– My Old Boss
If you want support andbuy in to impact change…
MAKE IT SIMPLE.
“PROGRAMMATIC” 2 MACHINES OVER PEOPLEEMPHASIZES
“EVERYTHINGWILL BE PROGRAMMATIC
IN FIVE YEARS.”– Everyone
WHO’S GOING TO MAKE THAT HAPPEN?
And how will it be done?DIGITAL UNIVERSE
$160B
c
TRADITIONAL MEDIA UNIVERSE $345B
DIGITAL UNIVERSE$160B
We spend a lotof time trying
to move $ from traditional to
digital
Can we fullyapply digital principles to
traditional media?
Source: MAGNA GLOBAL December 2015
c
Technology will enable, but we (people)will apply it to drive change
“PROGRAMMATIC”3 IS DIVISIVE
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VS
“PROGRAMMATIC” PRINCIPLES CAN BE APPLIED TO FACEBOOK
segment context channeltrigger
PERSON INTERESTS MOMENT
1-to-1communications
MESSAGE
COMMUNICATION
SEGMENT
CONTEXT
TRIGGER
CHANNEL
CTA
FORMAT
Personalization at scale
PUBLISH
IT’S NOT ABOUT THE PIECESBUT HOW THEY WORK TOGETHER.
DATA GUY
DATA GUYEVERYONE ELSE
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THE “DATA GUY”IS YOU
(and me)
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1.SIMPLIFY IT
FOR “PROGRAMMATIC”TO BECOME PART OF OUR INDUSTRY DNA…
2. SHAPE THE
FUTURE
3.LEARN NEW
“LANGUAGES”
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THANK YOU.Luke Kigel Director, Media & Connections - AmericasJohnson & Johnson