THE ROLE OF PROGRAMMATIC

FROM TV TO DIGITAL MEDIA

DAVID HARLING

A BIT ABOUT ME

•  11 years media, search, social and brand experience, 9 years agency background

•  Most recently, Digital Marketing Director for MoneySuperMarket

•  MSM at the forefront of programmatic in the UK

@davidharling

A BIT OF CONTEXT

•  Built and led an in-house team of 40

•  Set up a sophisticated technology digital media stack

•  First advertiser in UK to embrace a DMP

•  Set up In-house trading desk

•  Programmatic media buying using 1st party and 3rd party data

@davidharling

WHAT DOES PROGRAMMATIC MEAN TO ME?

“Automated way of buying media, using

technology and data”

WHY SHOULD WE BE EXCITED ABOUT IT?

It’s the future of all media buying and its happening right

now!!!

WHY SHOULD WE CARE?

Performance Cost Efficiencies

Targeted media

Cost off inventory

Reach and use of data

WHY SHOULD WE CARE?

Performance Cost Efficiencies

TRANSPARENCY

SEARCH HAS BEEN PROGRAMMATIC FOR A FEW YEARS NOW

22m customers

DMP BMS DMP

WE ARE MOST FAMILIAR WITH VOD

22m customers

DMP VOD

MORE TARGETED AND MORE MOBILE

BETTER USE OF DATA

1st party data

3rd party data

PROGRAMMATIC MEDIA BUYING IS EVOLVING

CONSUMER TV CONSUMPTION IS CHANGING

Liner TV consumption is done 15%

yoy

CONSUMER TV CONSUMPTION IS CHANGING

Liner TV consumption is done 15%

yoy

CONSUMER TV CONSUMPTION IS CHANGING

54% go online whilst

watching TV

CONSUMER TV CONSUMPTION IS CHANGING

82% use a 2nd screen

whilst watching TV

SO WHAT…

PROGRAMMATIC TV IS COMING..

INTEGRATED BRAND ADVERTISING

THANK YOU

@davidharling