making programmatic unproblematic - by adcellerant
TRANSCRIPT
Making Programmatic Unproblematic
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Programmatic Advertising
Agenda
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1. What is Programmatic Advertising?2. Programmatic
• How it’s sold• SMB success stories• How it’s executed • The opportunity realized
3. Thank you
What is Programmatic Advertising?
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What is Programmatic to Publishers?
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Simply….
The automated buying and selling of ad inventory.
To a Publisher….
The process of merchandising and selling unsold premium inventory in an automated marketplace often completely eliminating the sales process.
To a Marketer….
The ability to reach their exact target audience anywhere, anytime on any digital device across 10,000’s of publisher sites without an Insertion Order.
Who cares?
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“Procter & Gamble Aims to Buy 70% of Digital Ads Programmatically”
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“55% of all digital display ads will be bought programmatically in 2015, worth $14.88 Billion”
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Programmatic – How it’s sold
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Awareness
Interest Intent
Purchase
RETARGETING
CONTEXTUAL
DEMOGRAPHIC
GEOGRAPHIC
BEHAVIORAL
A Complete Campaign: Agency Model Execution
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You can provide campaign planning and management expertise that leverages data, consumer purchasing habits, purchasing windows and buying funnel to
establish consistent communication throughout the purchasing journey.
IP TARGETING
SEARCH RETARGETING
TARGETING
PLATFORMS
DESKTOP
MOBILE
VIDEO
P1 P2 P3 P4
Consumer Shopping HabitsTraditional Marketing
Time
Win
dow
of O
ppor
tuni
ty
Agency Digital
Consistent Presence: Client Value
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Programmatic – How it’s purchased
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Programmatic reaches exact target audiences using any digital device consumers use, thereby targeting audiences beyond your immediate circle
while expanding opportunities to cultivate advertiser relationships.
Programmatic Buying Process Overview
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Campaign Quality
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To deliver better brand protection, better results and help deliver our performance guarantee buy Above The Fold Inventory and Inventory where
they disclose the actual referring sites URL. This greatly eliminates poor performing ad impressions.
Programmatic – How it’s managed
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Campaign Management
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Combine Campaign Managers and Artificial Intelligence to calculate and manage millions of potential optimizations
effectively and efficiently.
Client Goals
Target Consumers Channels Levers Client
Results
3 Goals 5 Targets 10k+ Sites 12+ Levers
Human + AI = Perfect Marriage .1% CTR Guarantee
Programmatic – SMB success stories
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Testimonial: Stephen Graves
Campaign Results: • 78,483 Impressions delivered• 79 clicks or a .10% CTR• 22 post click ticket conversions• 2 post impression conversions
Campaign Goals:• Increase qualified traffic to his website and capture leads • Convert new leads into clients• Wanted to target younger professionals prospects to
grow average lifetime value of clients• Target older, established professionals with families in
northern Dallas Suburbs
Steven Graves Insurance is a full-service insurance broker serving individuals, families, and businesses based in Dallas, who utilize a state-of-the-art computerized rating system that instantly compares rates of competing insurance companies for the same insurance coverage
”I knew as soon as the campaign started, because the leads started coming in immediately. I have since expanded my campaign to target people relocating from California to the Dallas market.” – Steven Graves – Founder – Steven Graves Insurance
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Testimonial: Chandler BBQ
Campaign Results:• 585,103 Impressions delivered• 776 clicks or a .13% CTR• 176 post click ticket purchases• 27 post impression ticket purchases
Campaign Goals:• Increase awareness of Chandler BBQ Festival• Sell tickets / ticket packages• Drive visitors to their website• Increase sales / conversion through other lead
sources
Chandler BBQ Festival features more than 60 BBQ pit masters serving an abundance of outrageous BBQ creations in downtown Chandler. The 6th annual festival featured BBQ, Beer, Music and contests.
Programmatic – The opportunity realized
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“With AdCellerant’s help we have added over $250K/mo in programmatic and over $675K/mo in Agency Services” – Scott Tobias, CEO Voice Media Group
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“By incorporating AdCellerant’s Programmatic along with our Agency Model, we have consistently doubled digital revenue period over period” – Matthew Chamberlin, National Director of Digital Brand Strategies
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Summary – 1st 6 months• 1,080 Proposals Presented• 23.4% Closing Rate• Avg. Deal Size = $1,600/mo (5 Mo Avg.
Sale)• $790,000 in Contracted Revenue• $6,670,063 Revenue in Pipeline
Case Study: Major Print Media Company - Blend
Dec-10
Jan-11
Feb-11
Mar-11
Apr-11
May-11
Jun-11Jul-1
1
Aug-11
Sep-11
Oct-11
Nov-11
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
Total $'s in Pipeline
Dec-10
Jan-11
Feb-11
Mar-11
Apr-11
May-11
Jun-11Jul-1
1
Aug-11
Sep-11
Oct-11
Nov-11
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
Total $'s Sold
Dec-10
Jan-11
Feb-11
Mar-11
Apr-11
May-11
Jun-11Jul-1
1
Aug-11
Sep-11
Oct-11
Nov-11
$0
$500
$1,000
$1,500
$2,000
$2,500
Avg. Deal Size
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What to look for in a partnerPremium inventory
Performance guarantee
A partner who provides proposals on all sales opportunities
Free training
Fully white label
Sales support and in market 4 legged sales calls
Sales material
Training material
Dashboard reporting, conversion tracking, imps, clicks, view through
