Evento realizado no Teatro Cetip, em 30/08/2016.

1. IAB
AdTech &
Data
|
Joanna
O’Connell,
CMO
MediaMath
Trending
and
Here
to
Stay
The
Reign
of
Programmatic

2. ©2016
MediaMath
Inc.
2
“It
no
longer
makes
economic
sense
to
send
a
message
to
the
many
in
hopes
of
persuading
the
few.”
-­‐ Lawrence
Light
Former
CMO,
McDonald’s

3. ©2016
MediaMath
Inc.
3
“Why
would
I
not
buy
media
in
a
way
that
I
can
get
data
back
and
use
it
to
make
smart
decisions?”
-­‐ Bonin
Bough
VP,
Global
Media
&
Consumer
Engagement,
Mondelez International

4. ©2016
MediaMath
Inc.
4
“It’s
silly
that
‘programmatic’
is
this
special
thing.
[More
efficient
targeting]
is
the
most
useful
thing
for
us.
We
won’t
spend
less
money.
We’ll
spend
more in
digital.
We’ll
get
a
better
ROI.
It’s
a
virtuous
cycle.”
“There’s
a
little
bit
of
laziness
and
a
little
bit
of
fear
on
[the
big
media
agencies’]
side
and
on
the
sites’
side
that
programmatic
will
ruin
them
– I
don’t
think
that
at
all.
Not
understanding
it
is
what
will
really
ruin
them.”
From
the
mouth
of
a
real
marketer
(honest)

5. ©2016
MediaMath
Inc.
5
But
what
IS Programmatic?
Humans using
the
automation of
process and
decisions,
driven
by
data and
powered
through
machines,
to
deliver
business
outcomes

6. ©2016
MediaMath
Inc.
6
Some
Context
May
Help…

7. ©2016
MediaMath
Inc.
7
Mid
– Late
1990s
Mid
– Late
2000s
Present
Day
The
Future
Coming
Soon
In
the
US,
it
all
started
in
the
90s

8. ©2016
MediaMath
Inc.
8
Evolution
of
Programmatic
in
US
Transformed
Five
Big
Areas
AudienceMedia Intelligence Talent
Platform

9. ©2016
MediaMath
Inc.
9
Evolution
of
Programmatic
in
US:
Audience
3P
Behavioral
and
Contextual
1P
Onboarding
2P
Coop
IdentityDemographics
Audience

10. ©2016
MediaMath
Inc.
10
Evolution
of
Programmatic
in
US:
Media
Bulk
Media
Buys
Exchanges/SSPs
DSP
Private
Deals
&
Curated
Marketplaces
CDN
Infrastructure
Header
Bidding
Pub
Buys
Media

11. ©2016
MediaMath
Inc.
11
Evolution
of
Programmatic
in
US:
Intelligence
Integrated
Attribution
Last
Click
Optimization
Standalone
Attribution
Incremental
OutcomesMachine
Learning
Publisher-­‐defined
Metrics
Intelligence

12. ©2016
MediaMath
Inc.
12
Evolution
of
Programmatic
in
US:
Talent
Domain
Expertise
Arbitrage
Outsource
Transparent
Managed
Outsource Triumvirate
Talent
In-­‐House
Expertise

13. ©2016
MediaMath
Inc.
13
Evolution
of
Programmatic
in
US:
Platform
Multi-­‐Tennant
UI
APIs
&
Customizable
Interface
Single
Tenant
UI
Platform
&
Operating
Partner
Platform

14. ©2016
MediaMath
Inc.
14
So
What
Does
All
of
This
Mean
For
Buyers?

15. ©2016
MediaMath
Inc.
15
From
publisher
driven… to
marketer
driven
$20
VPM
$12
VPM
$2.50
VPM
$.75
VPM
$4.25
VPM
$6
VPM
$6
CPM

16. ©2016
MediaMath
Inc.
16
From
random
guesses… to
true
audience
targeting

17. ©2016
MediaMath
Inc.
17
From
siloed… to
unified
Programmatic
Software

18. ©2016
MediaMath
Inc.
18
From
display
only… To
omni channel
and
omni platform

19. ©2016
MediaMath
Inc.
19
Brazil’s
Opportunity
Good
news
-­‐ some
of
you
have
already
made
the
leap!
AudienceMedia Intelligence Talent
Platform
Shift
from
ad
networks
to
curated
markets
via
PMPs
Inheritance
of
mobile
as
dominant
strategy
Activation
of
1P
data
via
DMPs;
reduced
reliance
on
3P
data
Shift
from
click-­‐centric
measurements
to
true
business
KPIs
Embrace
of
programmatic
training
and
certification
Insistence
on
a
unified
view
of
customers
across
devices
Client
demand
of
transparency
and
results
right
from
the
get-­‐go
Emergence
of
multi-­‐
relational
model

20. ©2016
MediaMath
Inc.
20
Where
We’re
Going

21. ©2016
MediaMath
Inc.
21
Source:
AdExchanger.com 9/28/15
“Magna
Global:
Programmatic
Will
Eat
Half
Of
Display
And
Video
Ad
Budgets
By
2019”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2019
Global
Programmatic
Penetration
Programmatic Non-­‐Programmatic
76%
24%
69%
31%
50%
50%
Programmatic
continues
its
global
growth…
look
at
2019!

22. ©2016
MediaMath
Inc.
22
Key
Brands
Are
Vowing
to
Go
Programmatic
First
“ Telstra already
has
65%
of
its
digital
spend
going
through
programmatic…Their
ambition
is
to
have
80%
going
through
some
sort
of
programmatic
capacity
by
the
end
of
the
year.
“
“ American
Express
would
like
to
transform
their
Display
Media
Channel
to
become
100%
programmatic.
“
“ Procter
&
Gamble
wants
to
buy
70%
to
75%
of
its
U.S.
digital
media
programmatically
by
the
end
of
this
year
“
“ We’ve
[Kellogg’s]
seen
tremendous
results
when
using
programmatic
buying.
Depending
on
the
brand,
the
digital
media
ROIs
have
increased
as
much
as
six
times
“

23. ©2016
MediaMath
Inc.
23
Ad
Tech
and
Mar
Tech
will
converge
The
convergence
of
Ad
Tech
and
Mar
Tech
is
connecting
the
dots
between
paid
media
and
marketers’
owned
channels

24. ©2016
MediaMath
Inc.
24
“Programmatic
Marketing”
will
power
the
full
range
of
marketing
touchpoints,
whatever
a
marketer’s
goal,
in
whatever
channel
• Display
• Video
• Mobile
• Paid
Social
• Search
• TV
Targeted
Reach
and
Frequency
+
Ensuing
anonymous
action(s)
Engagement
with/across
brand(s)
Conversion
to
customer
Loyalty,
cross-­‐sell,
upsell
First
anonymous
digital
touch
point
Managing
A
Consumer’s
Journey

25. ©2016
MediaMath
Inc.
25
So
What
Should
You
Do
TODAY
to
Be
A
Part
of
That
Future?

26. ©2016
MediaMath
Inc.
26
Scale
by
creating
a
virtuous
cycle
A
simple
formula!
Increase
Marketer
ROI,
reduce
LOE
Focus
on
win-­‐wins:
share
in
ROI
in
order
to
incentive
partners
to
expand
footprint
Expand
programmatic
footprint
(more
touchpoints,
better
data
=
quality
decisions)

27. ©2016
MediaMath
Inc.
27
Scale
by
investing
in
success
AND
innovation
80%
Proven
&
Scalable
20%
Innovation

28. ©2016
MediaMath
Inc.
28
In
Summary
§ A
prescription
to
accelerate
and
scale
§ Fully
embrace
Programmatic;
learn
from
the
past
§ Follow
the
virtuous
cycle
§ Invest
for
the
future