Programmatic: come cambia l'ecosistema del digital advertising

Transcription

1 Christina Lundari Country Manager Microsoft Advertising Programmatic: come cambia l'ecosistema del digital advertising

2 Agenda 14:30 Welcome e apertura lavori Christina Lundari, Country Manager Italy - Microsoft Advertising 14:45 Programmatic: come cambia l'ecosistema del digital advertising Michele Marzan, Vice Presidente - IAB Italia 15:00 Area Publisher Modera Riccardo Brambilla, Targeting & Programmatic Lead - Microsoft Advertising Manual vs Automation: Come cambia la strategia digitale degli editori con l'avvento del programmatic Round Table: Banzai, Manzoni, Mediamond, RCS Pubblicità, Microsoft Advertising 15:30 Area Tecnologia Modera Massimo De Magistris, Country Manager Italy - StickyADS.tv La mission dell'ad Tech: portare la massima efficienza nella relazione tra supply e demand Round Table: AdForm, Rubicon, Weborama, Zodiak Active, StickyADS.tv 16:00 Coffee break 16:15 Area Trading Desk Modera Corrado Massaro, Media Agencies Sales Lead - Microsoft Advertising Il ruolo del Trading Desk: l'abilitatore programmatico della strategia media dell'advertiser Round Table: Amnet, GroupM, OMD, Turbo, Microsoft Advertising 16:45 Area Analytics Modera Christina Lundari, Country Manager Italy - Microsoft Advertising Il circolo virtuoso degli analytics: dai Big Data agli Actionable Data Round Table: ComScore, Nextplora, Nielsen 17:15 Il Programmatic dalla prospettiva degli Advertiser: due casi a confronto Marco Storti, Digital Acquisition & Media Planning Manager - Sky Massimo Bellato, Digital Media Manager - Reckitt Benckiser 17:45 Chiusura lavori «View from the deck» Hervé Brunet, CEO & Co-founder - StickyADS.tv Didier Ongena, General Manager WE - Microsoft Advertising Food & Drink & Networking.

3 Michele Marzan Vice Presidente IAB Italia Programmatic: come cambia l'ecosistema del digital advertising

4 Programmatic Advertising

5 Quali driver di crescita nel mercato? (da IAB Forum 2013) [e Search] Emulazione TV, più reach Spostamento audience Efficacia & Efficienza

6 Programmatic Advertising From where?

7 Programmatic Advertising What? It is not a new type of media, a new format, device, tactic or audience insight nor is it an inventory source It is an automated process for advertisers to buy media and an automated process for media owners to sell ad inventory

8 Internet Advertising Programmatic Advertising In which context? Display Advertising Banner Video Social programmatic And also, today or soon TV OoO Print... Search Classified

9 Programmatic Advertising So, what s the promise? in an auction envirorment, where different marketers can bid to show a different ad to a specific user based on data about that user

10 Il ruolo dei dati In sintesi ATS PARIS 2012! 10

11 Il ruolo dei dati In sintesi 11 ATS PARIS 2012! ATS PARIS 2012!

12 Programmatic Advertising

13 Senza il Programmatic Advertising

14 Con il Programmatic Advertising Flashback su «ATS PARIS 2012» Sono state mantenute le promesse? Risorse non 0,25 ma quasi Sì Sì, potenzialmente Sì Sì Sì KPI più certi e maggior attenzione al ROI

15 Programmatic Advertising Market size?

16 Programmatic Advertising US Programmatic Ad Spend Tops $10 Billion This Year, to Double by 2016 Automated ads will account for nearly 50% of US digital display market in 2014

17 The rate of revenue is net of any fees, commissions, service charges and any other deductions online TV

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21 Programmatic Advertising Market size in Italy +120/130% 1.Finance 2.Retail 3.Travel 4.Automotive 5.Telco 10 %

22 Programmatic Advertising Quali le mosse da fare in Italia? Aziende allocare/riposizionare risorse sviluppare competenze di business intelligence non delegare ad occhi chiusi Publisher qualificare le audience provare più tecnologie SSP con servizio private market + open market + direct sales IAB IAB professional certification (nel 2015)

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24 L Associazione IAB Italia è un associazione non profit e l unico organismo internazionale che rappresenta tutte le tipologie di Aziende sul mercato della pubblicità online Concessionarie / Editori Centri media Web agency Service & Technology provider Agenzie creative Istituti di ricerca Società di consulenza Aziende investitrici

25 Mission Ispirare, rappresentare e promuovere l internet advertising Cosa facciamo? Generare valore per gli associati Essere punto di riferimento per le istituzioni Condividere dati, tendenze, casi Stimolare l incontro tra domanda e offerta

26 Il prossimo appuntamento: domani!

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28 Keynote Area Publisher Riccardo Brambilla Targeting & Programmatic Lead Microsoft Advertising Manual vs Automation: Come cambia la strategia digitale degli editori con l'avvento del programmatic

29 Programmatic is an Umbrella Term Programmatic is an Umbrella Term*...The flip side of Programmatic is Manual not Premium Open Exchange sales via RTB Example: The Microsoft Advertising Exchange (MAX), an open, real-time auction is currently live in 35 markets across the Americas, Europe, and Asia Private Marketplaces/Exchanges and/or Deal IDs via RTB Example: Exchange functionality which enables sellers to designate privileged or specific terms for select buyers Programmatic Direct/Guaranteed: Automated access to & process efficiency for reserved buys Example: Reduced friction in the buying process and booking/order management cycles via on-line tools (i.e. making reserved products directly available to partners via APIs)

30 Why Is Programmatic Growing? Numerous inventory pools Deeper insights about targets Less time managing campaigns Easy access More access to more users, at all points in time Greater precision Multiple audience segments Fewer s, invoices Global frequency control

31 The Programmatic era In 2017, 83% of UK digital ad spend will be programmatic at the moment it s about 30%. - Source: emarketer, Nov 2014

32 Keynote Area Publisher Riccardo Brambilla Targeting & Programmatic Lead Microsoft Advertising Manual vs Automation: Come cambia la strategia digitale degli editori con l'avvento del programmatic Roundtable Giorgio Galantis, CEO Banzai Advertising Roberto Zanaboni, Digital Adv Director RCS Pubblicità Luca Gurrieri, Direttore Div. Stampa e Digital Manzoni Davide Mondo, CEO Mediamond

33 Keynote Area Tecnologia Massimo De Magistris Country Manager Italy StickyADS.tv La mission dell Ad Tech: Portare la massima efficienza nella relazione tra supply & demand

34 PROGRAMMATIC TECHNOLOGY IL LATO SEMPLICE DEL PROGRAMMATIC MEDIA Massimo de Magistris Country Manager IT/ES StickyADS.tv

35 Why has «programmatic» become one of the most popular buzzwords in our industry although just one year ago 25% of U.S. marketers were using programmatic technology?

36 Programmatic is a way to deal with complexity

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38 5 KEYWORDS TD - Trading Desk DSP - Demand Side Platform AdExchange SSP Supply Side Platform DMP Data Management Platform

39 Programmatic made simple

40 Truth #1 Programmatic trading simplifies our lives: any publisher can serve an ad based on the end user s behaviours and attributes in 120 milliseconds wherever they are. Anytime. Anywhere. Truth # 2 With programmatic advertising, technology and data do a majority of the work: enabling the digital medium to reach audiences at massive scale. Truth #3 The automated process creates media buying efficiencies, from identifying the right audience to purchasing and delivering the actual ad. Truth #4 Programmatic doesn't mean replacing the human element with computer, it just focuses on eliminating time spent on processes that can be automated, and driven by data.

41 Without programmatic solutions, marketers would have a hard time keeping up with the digital landscape and satisfying customers. Instead of looking at programmatic as the complex system for advertising, we should be thinking of it as the tool that simplifies our marketing campaigns and enables brands to take full advantage of what the digital medium has to offer Mediapost, 2014

42 Keynote Area Tecnologia Massimo De Magistris Country Manager Italy StickyADS.tv La mission dell AdTech: Portare la massima efficienza nella relazione tra supply & demand Roundtable Sara Buluggiu, Sales Director South Europe Rubicon Roberto Carnazza, Country Manager Italy Weborama Nicola Drago, CEO Zodiak Active Alfonso Mariniello, Commercial Director Italy AdForm

43 COFFEE BREAK 15 MINS

44 Keynote Area Trading Desk Corrado Massaro Sales Lead Media Agencies Microsoft Advertising Il ruolo del Trading Desk: L abilitatore programmatico della strategia media dell Advertiser

45 Programmatic Marketing In digital marketing, programmatic marketing campaigns are automatically triggered by any type of event and deployed according to a set of rules applied by software and algorithms. Human skills are still needed in programmatic campaigns as the campaigns and rules are planned beforehand and established by marketers. Source: Wikipedia

46 Trading Desk A centralized service-based organization that serves as a managed service layer, typically on top of a demand side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media and audience buying. Works as an agency s internal center of excellence supporting agencies teams wishing to tap into this new buying model on behalf of agency clients. Source: Forrester Research

47 Keynote Area Trading Desk Corrado Massaro Sales Lead Media Agencies Microsoft Advertising Il ruolo del Trading Desk: L abilitatore programmatico della strategia media dell Advertiser Roundtable Claudio Calzolari, Co-Founder & CCO Turbo ADV Andrea Di Fonzo, Chief Digital Officer GroupM Andrea Folcio, CTO Analytics-Tech Lab Director OMD Massimo Fontana, Managing Director Amnet

48 Keynote Area Analytics Christina Lundari Country Manager Italia Microsoft Advertising Il circolo virtuoso degli analytics: Dai Big Data agli Actionable Data Roundtable Andrea Giovenali, CEO Nextplora Guido Mazzoccola, Audience Business Director Nielsen Antonio Pepe, Partner di SenseMakers-ComScore

49 Keynote Advertisers Marco Storti Digital Acquisition and Media Planning Manager Sky Italia Massimo Bellato Digital Media Manager Reckitt Benckiser Il Programmatic dalla prospettiva degli Advertiser: due casi a confronto

50 Programmatic & FMCG 24 Novembre 2014

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52 Programmatic Buying KPIs and measurement

53 Main objectives Reach & Frequency KPIs Cost saving Targeting

54 Ads Formats Inventory

55 Mixed approach PROSPECT Content: Site / Contextual FAVOURABLE Audience Targeting Data Segment Profiling External data source and Segment response ENGAGED Keyword Search Retargeting 1 Party Data

56 Reach Resonance Reach the Right People Influence their Opinion Was my ad even seen? Did it reach my audience? Did it break-thru? Did it change opinions?

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58 Reach & Targeting TARGET Age: focus Insight: adults & Hard Working & Often on the go TARGET BUILDING APPROACH USERS HAS: Insights: Health and Health Conditions, Healthcare, Hygiene and Toiletries + First Party Data INSIGHT AND HAS NOT Age: <18 y.o.

59 Cross targeting and lookalike adiences

60 Leverage on retargeting & CRM BRAND

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62 Technology matters SKIN Freq 2 Video Box Pre Roll Freq 3 Display Clickers Non Clickers Display Display Freq 2 Freq 3

63 BORING AD EFFECT

64 Creativity & Technology, a real silver bullet

65 Wrapup Hervé Brunet CEO & Co-founder StickyADS.tv Didier Ongena General Manager Western Europe Microsoft Advertising «View from the deck»

66 PROGRAMMATIC VIDEO TRENDS ACROSS EU5 Hervé BRUNET CEO & Co-founder StickyADS.tv

67 OCTOBER 2014 NOVEMBER 2014 TV ADVERTISERS MOVED TO PROGRAMMATIC TO GET MORE REACH AND ACCESS ADDITIONAL CONTENT FMCG FMCG Health & Beauty 15% 36% 18% Financial & Insurance Health & Pharmaceutical 8% 23% 12% Financial & Insurance 17% 14% 10% 10% Automotive Telecom Automotive TV Channels

68 HIGH QUALITY CONTENT MEANS HIGH VTR 84% OF VIDEO ADS ARE VIEWED ON PUBLISHER WEBSITES RELATING TO TV 84% OF VIDEO ADS ARE VIEWED ON PUBLISHER WEBSITES RELATING TO HOBBIES & INTERESTS 71% MOVIES 69% VIDEO & COMPUTERGAMES 70% MUSIC Stats: October 2014

69 ADVERTISERS ENGAGE BETTER WITH THEIR AUDIENCE IN FRANCE & GERMANY 72.02% AVERAGE COMPLETION RATE ACROSS EU Stats: October 2014

70 CLEARING PRICES VARY ACCORDING TO INVENTORY QUALITY & PROGRAMMATIC MARKET MATURITY OCTOBER 2014 NOVEMBER

71 A COMMON TREND ACROSS EUROPE: PRIVATE MARKETPLACES

72 PRIVATE MARKETPLACES ARE LIKE SWIMMING-POOLS PMPs give publishers and buyers control through: Preventing from inventory dilution Avoiding premium and poor quality content to be mixed Chosing who and how one can buy inventory Making publishers scarce inventory shine

73 SSP IS THE GATEKEEPER OF PUBLISHER S INVENTORY Floor Price Blacklist Yield Reporting Business Analytics Publishers Your own private marketplace Buyers

74 SMART. AGILE. BUSINESS-DRIVEN. Upload our full version infographics October issue: November issue: PARIS MONTPELLIER MADRID MILAN HAMBURG LONDON Master Class 2014

75 Wrapup Hervé Brunet CEO & Co-founder StickyADS.tv Didier Ongena General Manager Western Europe Microsoft Advertising «View from the deck»

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77 Connecting brands to consumers consequentially across screens

78 Grazie

79 Thanks! Didier Ongena General Manager, Microsoft Advertising WE 79

80 And now some food & drink and Networking