Post on 20-Mar-2017
How bespoke is your programmatic?
@mythingsmedia
Emarketer
Programmatic spend is soaring, fuelled by the growth of mobile.
UK programmatic spend 2016
2.5bn70% of total display ad
spendEmarketer
Ready-made ‘Playmobil
Mode’
We’re witnessing a major market transition from ready-made programmatic...
...to fully customised programmatic.
Bespoke ‘Lego Mode’
True programmatic pioneers are shifting to Lego Mode, whether in-house or with partners.
In Playmobil Mode, the various building blocks of programmatic come pre-assembled.
Funnel stages Segmentation
Creative
Models
Cross-channelMessaging
Let’s see Lego Mode in action...
Prospect
Shopper
Buyer
Bespoke funnel stages
Customer
All programmatic is built on a series of underlying assumptions about the sales funnel.
Visitor
Bespokefunnel stages
Prospect
Visitor
Registered (B2B/B2C)
Shopper (B2B/B2C)
Risk of Lapsing
Ceased
Registered
Occasional viewer
Binge watcher
Subscriber
Prospect
App installer
Visitor (discovery)
Researcher
Occasional traveller
Regular traveller
However, funnels differ by vertical...
Bespokefunnel stages
Visitor
Prospect
…and among advertisers within the same vertical.
Bespoke funnel stages
Prospects Dormant
App installerDay 1 Day 7 Day 30
Registered user
Subscriber
Engaged ViewerDesktop (Day
1)App (Day 8)
Occasional ViewerDesktop (Day
1)App (Day 8)
Visitor
Registered
Occasional viewer
Binge watcher
Subscriber
Prospect
In Lego Mode, you build your own bespoke funnel.
Prospects Dormant
App installerDay 1 Day 7 Day 30
Registered user
Subscriber
Engaged ViewerDesktop (Day
1)App (Day 8)
Occasional ViewerDesktop (Day
1)App (Day 8)
£0.8m £80k
£402k £313k
£189k
£567k
£201k
£188k
£67k
£142k
£130k
Bespoke funnel stages
Once your custom funnel is built, programmatic engines can optimise automatically per stage.
Bespoke funnel stages
£0.8m £80k
£402k £313k
£189k
£567k
£201k
£188k
£67k
£142k
£130k
Subscriber
Dormant
Prospect
Registered
Unregistered
The benefit is richer insights for every funnel stage.
Bespoke funnel stages Incremental ROI per funnel stage
£16.50
£12.95
£11.55
£7.97
£8.00
Segmentationbased on CRM
Banners with dynamic products
and personalisation
Externalised CRM data
In Lego Mode, CRM data can be used to power programmatic campaign segments.
Offline XMLOnline feed DMP integration
Bespoke CRM
segments
Bespoke CRM
segments
This ensures personalisation is as relevant as possible to your customer base.
Economy class travellers
First class travellers
Last-minute travellers
Loyalty scheme Destination push App user
acquisition
Bespoke CRM
segments
Leading, again, to richer insights and enhanced performance for segmented creative.
Bespoke creative
In Lego Mode, programmatic creative are constructed to better fit a brand’s tone and style.
In Lego Mode, machine learning models are customised to be advertiser-specific.
Bespoke models
No. Feature Value Coefficient
27 BannerSize 100x72 -0.340
68 OS android -0.110
192 BrowserType Chrome 0.276
240 FunnelStage Lapsed 0.142
434 TimeFromLastVisit 17 0.314
540 ImpressionsSinceClick 2 0.560
Advertiser campaign data
Model coefficients
Optimisation
Notifications
In-app messaging
SMSEmail
App trackers MEPs
Retargeting
In Lego Mode, programmatic is plugged into mobile platforms for synced messaging.
Bespoke cross
channel
So, how bespoke is your programmatic?
Programmatic Pioneers ‘From Pixels to People’ report
65%of brand marketers are, at best, “getting there” when executing programmatic.
The market still has some way to go!
Bespoke programmatic
ScalingactivityTestingLearningNo
activity
We see more of our advertising clients switching to Lego mode.Percentage of our client base in Lego Mode*
*Using myFunnel, myThings’ customized funnel solution
2015
2016
2017E
4.2%
12.5% (+312%)
56% (+448%)
Early adopters Early majority Late majority LaggardsInnovators
Map your custom funnel stages1
2
3
4
5
Externalise your CRM data
Extend email marketing messaging to display
Customise your creatives
Sync messaging across channels
How do you activate Lego Mode? Start thinking bespoke, not ready-made.
mythings.com
Taking programmatic personally
@mythingsmedia
Bespoke web & app retargeting