gary milner, lenovo v2
•Télécharger en tant que PPTX, PDF•
2 j'aime•340 vues
Digiday Programmatic Marketing Summit
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à gary milner, lenovo v2
Similaire à gary milner, lenovo v2 (20)
Plus de Digiday
Plus de Digiday (20)
Dernier
Dernier (20)
gary milner, lenovo v2
- 1. Gary Milner Global Director Digital Marketing, Lenovo @jagred “BET YOU DIDN’T KNOW”
- 2. ASK YOUR AGENCY? How are we managing the supply chain? Supply Side Programmatic vs Tech led What of the future?
- 3. 3 + = MEDIA DATA CREATIVE +
- 4. DIGITAL MEDIA SUPPLY CHAIN MANAGEMENT IS CRITICAL How Inefficient Media Management Destroys Brand Impact – Cost Waterfall $100 Agency Cost DSP Cost Ad serve SSP Ad Fraud Viewability Media Efficiency (view time) Brand Safety $20 (-80% of spend)
- 5. 5 WHAT DOES YOUR SUPPLY CHAIN LOOK LIKE? Open Exchange Private Markets SSP Media Waterfall Managed Service
- 6. MINDSET HAS BEEN ADD TECH = MORE REACH Open/Private DSP 2 DSP 3 DSP 4 Open Exchange Private Markets Bidding against same inventory Higher costs Audience overlap = all same look alikes Possible lower overall reach CONSEQUENCES ….. Open Exchange Private Markets Private Markets Private Markets Managed Service Or Trade Desk
- 7. 7 71% 45% 29% 55% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q2 2015 Q2 2017 Open Marketplace Private Marketplace SHIFTS IN PROGRAMMATIC From open to private -- Media Owners see efficiencies and quality in private marketplace deals Source : SpotX
- 8. 8 MOVE TO FEWER DSP AND PLAN SUPPLY IN Open Exchange Private Markets Agency Curated DSP Curated Spot X Curated SSP+ SpotX Leverage SSP partners to -Full transparency into transaction costs - Compare performance of inventory - Reduce agency media mark ups - Buy Own Media From Suppliers Self Curated Managed Service Or Trade Desk
- 9. 92015 Lenovo Internal. All rights reserved. New Corporate Global Media Buyer –Performance Based
- 10. BRANDS SHOULD ASK – PROGRAMMATIC SUPPLY CHAIN How Many Private Markets? Why So Many DSP? Are My Premium Suppliers Using Audience Extension? DSP – a conflict of interest (media and tech) Are My Deal ID”s Being Shared? “Only 2 DSP Authorized” Private Markets – Mark Up?
- 11. DON’T DENY INDUSTRIES CHANGE
- 12. 2015 Lenovo Internal. All rights reserved.
- 13. Inflection Point for AI – S Curve, Industrial Revolution GDP IMPACT TIME LOOM AND TEXTILES STEAM AND RAIL OIL/ MASS PRODUCTION COMPUTERS/DIGITAL We Are Here
- 14. From Stall To Boom GDP IMPACT TIME Phase 1: Burst Of Innovation Phase 2: The Stall Stall Zone Phase 3: Massive Build Out
- 15. 2015 Lenovo Internal. All rights reserved.
- 16. 16 AI FOR PROGRAMMATIC CREATIVE - ITS HERE
- 17. 172015 Lenovo Internal. All rights reserved.
- 18. 2015 Lenovo Internal. All rights reserved. AND OTHER NEW CATEGORIES ON THEIR WAY
- 19. Key Takeaways Manage Your Marketing Supply Chain Ask Questions In Each Component Demand Transparency Be Relentless In The Pursuit Of Excellence Think to the future
Notes de l'éditeur
- Headline: Between Q2 (2015) and Q2 (2017) a 25% shift from open to private buying. Today 55% is private market. Key points on reasons for the shift: Media owners are prioritizing private over open primarily due to a shift in sophistication of ad serving technology and the need for buyer transparency and brand safety. Many media owners do everything in private now (no open). Advancements in modern ad serving technology allowing them a unified approach to compete programmatic and traditional campaigns to truly identify the best impression for the specific ad opportunity. In combination with supply & demand of highly valued 'viewable' inventory, the result is decreasing inventory left for 'open market'.