"thinking fast & slow: the programmatic way of doing things for better results"
DESCRIPTION
George Frangakis, Managing Director of ForestView, took the stage at the AllThingsPerformance conference in Athens and showed the Programmatic way of doing things for better results.TRANSCRIPT
THE PROGRAMMATIC WAY
OF DOING THINGSGEORGE FRANGAKIS
What is your reaction?
What do you think she is
going to do?
What is your
reaction? What are
the first thoughts
that go through
your mind?
27 X 38What is the answer to
this calculation? How are
you working it out?
Fast Slow
Think Slow
Think FastUpper Funnel
Lower Funnel
Has Programmatic Buying
got 2 systems?
RTB = Real Time BiddingTechnology that enables you to trade display advertising inventory
- in real-time
- on an auction basis
- Impression-by-impression = Person by person
DataAffecting the valuation of each impression
Do we want to bid on this person?
Automationof media buying and selling
(through technology)
“Programmatic buying is the process of executing media
buys in an automated fashion through digital platforms
such as: exchanges, trading desks, demand-side platforms (DSPs)
and supply-side platforms (SSPs).
THINK FAST THINK SLOW
Programmatic Marketing ThinksFast and Slow
When collecting data
place universal pixels
across the websites
Allow budgets to move Across channels
and days of the month
Get Personal Use dynamic banners
Creative
is never finished
Let the data
do the talking
Move from CPA to CLV
CLV = Customer Lifetime Value
Allow time for profiling
and prospecting
RelaxMove away
from strict segments
24/7
Campaigns
Cross Screen Optimization - Sequential messages across screens
- Extend desktop segments across
mobile and vice versa
- Reduce wastage by frequency capping
Relevant advertising messages: to people who actually see them,
to people that have value, because you choose to engage,
$ $ $ $ $ € € € € €
Programmatic Marketing
lead to increased engagement,
reduce advertising wastage
and increase conversion rates
Buying & Selling of Data
The next frontier
THANK YOU
GEORGE FRANGAKIS
THINK SLOW
ACT FAST