Let's start this engine with the fuel that runs it - data. As investment into all "parties" of data accelerates, how are marketers measuring ROI, using it as a profit rather than a cost center, and tying their data+ad spend to actual business outcomes, and not just impressions?
- Missy Pearce, Global Programmatic Lead, Americas and EMEA, Electronic Arts
Linking digital spend to specific business outcomes, custom KPIs, has become an attractive goal for next generation metrics. But what does "optimizing to business outcomes" really mean and what does it look like in practice? How are media planners and analysts actually building these gauges of success up front? And how is it changing the relationship between agency and client, advertising and marketing?
- Josh Ehart, EVP, Chief Data Officer, BBDO
The early promise of programmatic was that it would make the Web more attractive to bigger brand budgets. But have marketers really moved beyond using this channel as more than a DM tool? What do programmatic brand strategies look like? How are they targeted, messaged and measured? How are planners using programmatic audience selection alongside performance, balancing broader targeting with in-market targets? We ask our panel of media buyers and planners to share best examples and practices.
The Business Objective As KPI
Programmatic technologies are over a decade old but new forces are bringing fresh perspectives to their use. On Day 2 of the Summit we follow emerging direct-to-consumer brands as they build brands via performance media. We also take the measure of the newest member of the ad oligopoly, Amazon. And we follow the money into data investments and try to track the ROI.
- Jeremy Parker, Global DMP Audience Manager, Dell
- Ashlee Carlisle, Media Audience Strategy & Activation, Hershey
Marketers are increasing their investment in data by double digits annually, by some estimates topping $15 billion in the US alone. Is anyone measuring the ROI of this investment, let alone its impact on marketing and business outcomes? We explore how marketers are gauging their investments in data, vetting it for quality, recency, incremental value. How is data acquisition being tied not only to media but to a range of other marketing goals?
Learning from the DTCs
Navigating the Amazons
Automated advertising and audience buying launched into podcasting and out-of-home this year. We end the Summit leaning forward into how programmatic combines with and extends into these channels. We explore how mobile devices especially are knitting together a new range of audio, physical and video ad platforms.
- Sydney Friedkin, Digital and Marketing Analytics Manager, Chobani
With over 180 million monthly streamers and 73 million podcast listeners, digital audio has achieved the kind of scale and fragmentation that invites programmatic solutions. But are dynamic insertion solutions working, for marketers and listeners? How are early users of these channels integrating audio into other parts of the data driven media mix, staying native to the medium, and measuring its impact.
Programmatic OOH has come of age. But marketers may be finding its greatest impact in combining this biggest, least mobile canvas with the smallest, most mobile one. We explore where, when and how data-driven signage finds its payoff in combination with mobile.
Podcasting and Programmatic
Combining OOH and Mobile