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1 Wir sind Experten für Digitales Marketing.
Offline Programmatic
PossibilitiesElena Nikanorova, 20.02.2018
 Programmatic Offline-to-Online
Options
 Programmatic Audio/Radio Ads:
What is possible?
 DOOH:
State-of-the-art and What is coming
 Programmatic TV:
Current technical possibilities
 Print Programmatic:
Already there? Potential development
Agenda
3 Wir sind Experten für Digitales Marketing.
Programmatic Offline-to-Online Options
Audio /
Radio Ads
DOOH
Print
Programmat
ic
Programmat
ic
TV
Source: spacedealer, SevenOne Media, Broadsign, G+J E/MS
 Programmatic Offline-to-Online
Options
 Programmatic Audio/Radio Ads:
What is possible?
 DOOH:
State-of-the-art and What is coming
 Programmatic TV:
Current technical possibilities
 Print Programmatic:
Already there? Potential development
Agenda
5 Wir sind Experten für Digitales Marketing.
Programmatic Audio – Case Study
Client:
 gigmit.com (booking
platform for musicians)
Solution:
 relevant targeting on SoundCloud
 Audio ad+companion banner
 Tracking and Reporting via adform
DSP
Goal:
 increase of registrations on the
platform
Results:
 5,8% CR
 0,55% CTR (>2 times higher as in
classic programmatic campaigns)
6 Wir sind Experten für Digitales Marketing.
Programmatic Audio – Soundcloud Audio Creatives
Source: spacedealer
7 Wir sind Experten für Digitales Marketing.
 Dynamic personalized audiospots in real-time, based on an adjustable mixture of
elements
Personalized Ads via Online Radio
How do dynamic audio ads work?
Snippet 1
Snippet 2
Snippet 3
Snippet 4
Snippet 5
Targetings
available:
location, time,
weather, device, mood
(sport, party, relax,
etc.)
Snippet 1 Snippet 2 Snippet 3
Snippet 1 Snippet 2 Snippet 5
Audio ad for „party“
mood:
Audio ad for „sport“
mood:
 Programmatic Offline-to-Online
Options
 Programmatic Audio/Radio Ads:
What is possible?
 DOOH:
State-of-the-art and What is coming
 Programmatic TV:
Current technical possibilities
 Print Programmatic:
Already there? Potential development
Agenda
9 Wir sind Experten für Digitales Marketing.
DOOH
 Not all DOOH placements available for programmatic
buying
 Current available placements in Germany, for ex.:
EDEKA, Deutsche Post, Cinemaxx, U-Bahn stations
and railway stations, Malls, Infoscreens, etc.
Main advantages in comparison to classic DOOH:
 Preciser targeting: time frames, location, content
 Flexibility to exchange advertising material
 Mobile data used for targeting definition
 Better Reporting and Controllig via DSP
Source: Broadsign
10 Wir sind Experten für Digitales Marketing.
 Loop: Fixed booking at fixed times
 Except for minimal changes, the loop remains
unchanged within a timeline
 Billing on specific number of circuits
 Times and places are fixed
DOOH Playout Options
Loop-based fixed Playout
 Adserver determines the playout in near real time
 Delivery depends on the target group
concentration
 Billing for specific number of impressions/ad
contacts
 The appropriate times and locations are
automatically selected depending on the booked
target group
 Content-based playout possible
Programmatic Adserver-based Playout
Wir sind Experten für Digitales Marketing.
Source: adform
11 Wir sind Experten für Digitales Marketing.
DOOH Placement Options (Ex.1)
Deutsche Post
Offices
Especially
suitable for
B2B,
Gifts&Events
Sector, older
generation
Source: adpack
12 Wir sind Experten für Digitales Marketing.
DOOH Placement Options (Ex.2)
Airports
Especially
suitable for
Business
products&solution
s,
Travel, Telecom
Sector
Source: Broadsign
13 Wir sind Experten für Digitales Marketing.
DOOH Placement Options (Ex.3)
Supermarkets
and shopping
malls
Especially
suitable for
E-commerce
Sector
Source: Broadsign and Ströer
14 Wir sind Experten für Digitales Marketing.
DOOH
What is coming?
 Integration of Wi-Fi hotspots within the infoscreens
 Usage of Beacons
 Biometric facial detection
 Better Targeting
 Better Reporting
 Better Analysis
 Programmatic Offline-to-Online
Options
 Programmatic Audio/Radio Ads:
What is possible?
 DOOH:
State-of-the-art and What is coming
 Programmatic TV:
Current technical possibilities
 Print Programmatic:
Already there? Potential development
Agenda
16 Wir sind Experten für Digitales Marketing.
 No commercials, but
static advertising and
video formats
 Environments: Media
libraries, on-demand
platforms, apps
 Target groups: granular
data down to the
household level
Programmatic TV
Current technical possibilities
Source: SevenOne Media
17 Wir sind Experten für Digitales Marketing.
Comparison of TV advertising technologies
Classic TV Programmatic TV Addressable TV
Technical
requirements
All TV devices Smart TV connected to the Smart TV connected to the
Advertisement
Buying
Manuel through classic direct
advance
Automated in advance via a
Automated in real time via a
Frequency capping possible
Targeting
Options
Historical demographic data:
age
More up-to-date and granular
income, marital status, food
etc.
Maximum granular data down
household level
Ad formats Classic commercials Static ad formats; Video ad Static ad formats; Video ad
Playout of
advertising
Within the linear television
Within non-linear television
libraries, on-demand
Within non-linear television
libraries, on-demand
Source: spacedealer
 Programmatic Offline-to-Online
Options
 Programmatic Audio/Radio Ads:
What is possible?
 DOOH:
State-of-the-art and What is coming
 Programmatic TV:
Current technical possibilities
 Print Programmatic:
Already there? Potential development
Agenda
19 Wir sind Experten für Digitales Marketing.
Print Programmatic
Already there?
 Year 2016: Gruner + Jahr (G+J E/MS:
owner of magazines like Stern, Gala, Brigitte)
 Year 2015: Time Inc. (owner of People,
Time, Sports Illustrated and InStyle)
Source: Time Inc., G+J E/MS
20 Wir sind Experten für Digitales Marketing.
Print Programmatic
Potential development
 Availability of all vacant placements in magazines in real time
 Connection of Print SSPs with the desktop and mobile platforms of
publishers and DSPs to enable selected cross-media campaigns
booking according to target groups
 Introduction of RTB auction model: the opportunity for price bids also for
print placements
21 Wir sind Experten für Digitales Marketing.
Print Programmatic:
Programmatic Direct Mail
 Connection of micro cells (based on address information, anonymized) and cookies
Source: Deutsche Post
Individual, data-based, cross-channel customer dialogue (step 1)
22 Wir sind Experten für Digitales Marketing.
Print Programmatic:
Programmatic Direct Mail
 Print Retargeting: sending of personalized print ad materials to website users and
other households of the micro cell
Source: Deutsche Post
Individual, data-based, cross-channel customer dialogue (step 2)
23 Wir sind Experten für Digitales Marketing.
Offline-to-Online – Why is it worth it?
Cross-
Channel
Storytelling
One
Dashboard
Better
Tracking
Granular
Targeting
24 Wir sind Experten für Digitales Marketing.
Thank you.

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Offline Programmatic Possibilities

  • 1. 1 Wir sind Experten für Digitales Marketing. Offline Programmatic PossibilitiesElena Nikanorova, 20.02.2018
  • 2.  Programmatic Offline-to-Online Options  Programmatic Audio/Radio Ads: What is possible?  DOOH: State-of-the-art and What is coming  Programmatic TV: Current technical possibilities  Print Programmatic: Already there? Potential development Agenda
  • 3. 3 Wir sind Experten für Digitales Marketing. Programmatic Offline-to-Online Options Audio / Radio Ads DOOH Print Programmat ic Programmat ic TV Source: spacedealer, SevenOne Media, Broadsign, G+J E/MS
  • 4.  Programmatic Offline-to-Online Options  Programmatic Audio/Radio Ads: What is possible?  DOOH: State-of-the-art and What is coming  Programmatic TV: Current technical possibilities  Print Programmatic: Already there? Potential development Agenda
  • 5. 5 Wir sind Experten für Digitales Marketing. Programmatic Audio – Case Study Client:  gigmit.com (booking platform for musicians) Solution:  relevant targeting on SoundCloud  Audio ad+companion banner  Tracking and Reporting via adform DSP Goal:  increase of registrations on the platform Results:  5,8% CR  0,55% CTR (>2 times higher as in classic programmatic campaigns)
  • 6. 6 Wir sind Experten für Digitales Marketing. Programmatic Audio – Soundcloud Audio Creatives Source: spacedealer
  • 7. 7 Wir sind Experten für Digitales Marketing.  Dynamic personalized audiospots in real-time, based on an adjustable mixture of elements Personalized Ads via Online Radio How do dynamic audio ads work? Snippet 1 Snippet 2 Snippet 3 Snippet 4 Snippet 5 Targetings available: location, time, weather, device, mood (sport, party, relax, etc.) Snippet 1 Snippet 2 Snippet 3 Snippet 1 Snippet 2 Snippet 5 Audio ad for „party“ mood: Audio ad for „sport“ mood:
  • 8.  Programmatic Offline-to-Online Options  Programmatic Audio/Radio Ads: What is possible?  DOOH: State-of-the-art and What is coming  Programmatic TV: Current technical possibilities  Print Programmatic: Already there? Potential development Agenda
  • 9. 9 Wir sind Experten für Digitales Marketing. DOOH  Not all DOOH placements available for programmatic buying  Current available placements in Germany, for ex.: EDEKA, Deutsche Post, Cinemaxx, U-Bahn stations and railway stations, Malls, Infoscreens, etc. Main advantages in comparison to classic DOOH:  Preciser targeting: time frames, location, content  Flexibility to exchange advertising material  Mobile data used for targeting definition  Better Reporting and Controllig via DSP Source: Broadsign
  • 10. 10 Wir sind Experten für Digitales Marketing.  Loop: Fixed booking at fixed times  Except for minimal changes, the loop remains unchanged within a timeline  Billing on specific number of circuits  Times and places are fixed DOOH Playout Options Loop-based fixed Playout  Adserver determines the playout in near real time  Delivery depends on the target group concentration  Billing for specific number of impressions/ad contacts  The appropriate times and locations are automatically selected depending on the booked target group  Content-based playout possible Programmatic Adserver-based Playout Wir sind Experten für Digitales Marketing. Source: adform
  • 11. 11 Wir sind Experten für Digitales Marketing. DOOH Placement Options (Ex.1) Deutsche Post Offices Especially suitable for B2B, Gifts&Events Sector, older generation Source: adpack
  • 12. 12 Wir sind Experten für Digitales Marketing. DOOH Placement Options (Ex.2) Airports Especially suitable for Business products&solution s, Travel, Telecom Sector Source: Broadsign
  • 13. 13 Wir sind Experten für Digitales Marketing. DOOH Placement Options (Ex.3) Supermarkets and shopping malls Especially suitable for E-commerce Sector Source: Broadsign and Ströer
  • 14. 14 Wir sind Experten für Digitales Marketing. DOOH What is coming?  Integration of Wi-Fi hotspots within the infoscreens  Usage of Beacons  Biometric facial detection  Better Targeting  Better Reporting  Better Analysis
  • 15.  Programmatic Offline-to-Online Options  Programmatic Audio/Radio Ads: What is possible?  DOOH: State-of-the-art and What is coming  Programmatic TV: Current technical possibilities  Print Programmatic: Already there? Potential development Agenda
  • 16. 16 Wir sind Experten für Digitales Marketing.  No commercials, but static advertising and video formats  Environments: Media libraries, on-demand platforms, apps  Target groups: granular data down to the household level Programmatic TV Current technical possibilities Source: SevenOne Media
  • 17. 17 Wir sind Experten für Digitales Marketing. Comparison of TV advertising technologies Classic TV Programmatic TV Addressable TV Technical requirements All TV devices Smart TV connected to the Smart TV connected to the Advertisement Buying Manuel through classic direct advance Automated in advance via a Automated in real time via a Frequency capping possible Targeting Options Historical demographic data: age More up-to-date and granular income, marital status, food etc. Maximum granular data down household level Ad formats Classic commercials Static ad formats; Video ad Static ad formats; Video ad Playout of advertising Within the linear television Within non-linear television libraries, on-demand Within non-linear television libraries, on-demand Source: spacedealer
  • 18.  Programmatic Offline-to-Online Options  Programmatic Audio/Radio Ads: What is possible?  DOOH: State-of-the-art and What is coming  Programmatic TV: Current technical possibilities  Print Programmatic: Already there? Potential development Agenda
  • 19. 19 Wir sind Experten für Digitales Marketing. Print Programmatic Already there?  Year 2016: Gruner + Jahr (G+J E/MS: owner of magazines like Stern, Gala, Brigitte)  Year 2015: Time Inc. (owner of People, Time, Sports Illustrated and InStyle) Source: Time Inc., G+J E/MS
  • 20. 20 Wir sind Experten für Digitales Marketing. Print Programmatic Potential development  Availability of all vacant placements in magazines in real time  Connection of Print SSPs with the desktop and mobile platforms of publishers and DSPs to enable selected cross-media campaigns booking according to target groups  Introduction of RTB auction model: the opportunity for price bids also for print placements
  • 21. 21 Wir sind Experten für Digitales Marketing. Print Programmatic: Programmatic Direct Mail  Connection of micro cells (based on address information, anonymized) and cookies Source: Deutsche Post Individual, data-based, cross-channel customer dialogue (step 1)
  • 22. 22 Wir sind Experten für Digitales Marketing. Print Programmatic: Programmatic Direct Mail  Print Retargeting: sending of personalized print ad materials to website users and other households of the micro cell Source: Deutsche Post Individual, data-based, cross-channel customer dialogue (step 2)
  • 23. 23 Wir sind Experten für Digitales Marketing. Offline-to-Online – Why is it worth it? Cross- Channel Storytelling One Dashboard Better Tracking Granular Targeting
  • 24. 24 Wir sind Experten für Digitales Marketing. Thank you.

Notes de l'éditeur

  1. Year 2015: Reason: to use automated marketplaces as a way to alleviate some of the work humans are doing, Audience segments targeting like luxury, women, men, lifestyle, business/finance, Restriction: buyers don't know in which magazines their ads will run Year 2016: Technical handling of the booking, Shorter lead times for booking free placements via an online platform, Potentially possible: availability of all vacant spaces of all G + J titles in real time