The Rise of RTB and Programmatic Internet Marketing
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- Adam Allen
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1 RTB/Ad Exchanges betydning for annoncenetværk & medier Program 09:00 Indledning Morten Kamper, Danske Medier 09:10 International Trends in RTB Simon Halstead, Microsoft Advertising Exchange 09:45 Ad exchanges og real time bidding status og tendenser Peter Loell, Omnicom Media Group 10:15 Pause 10:30 Paneldebat: Ad Exchanges og RTB i Danmark Jesper Urban, Adform; Peter Strøhemann, Ekstra Bladet; Otto Neubert, Emediate; Ulrik Krag, Microsoft Advertising; Henrik Abraham, Maxus; Peter Loell, Omnicom Media Group Moderator: Henrik Busch 12:00 Afslutning & sandwich
2 The Rise of RTB and the programmatic future
3 Agenda What are Ad exchanges? What are the trends globally and in Europe What are the advancements that will come
4 WHAT IS AN AD EXCHANGE? A market place where inventory is Auctioned off On an impression basis In real time In an automated manner A NEW WAY OF BUYING MEDIA
5 THE EXCHANGE AUCTION Exchanges are second price auctions. Same style of auction used when bidding on Search keywords Bidders set bids at their maximum willingness to pay Impressions will be purchased at just $0.01 above next highest bid $5 $3 $1 Bid 2 wins! pays one cent over Bid 1
6 Publishers Marketers EXCHANGE ECOSYSTEM: KEY PLAYERS Sharing tools Ad networks (100s) Ad exchange Media trading platforms/ Demand side platforms Media buying platforms Agencies Video / rich media SSP/Yield optimization Vertical Publisher tools Targeted Data exchanges/ aggregators Data optimization Creative optimization Performance International Ad servers Data suppliers Data qualification Analytics Ad servers Ad operations
7 ADVERTISING EXCHANGE ECOSYSTEM Ad networks (100s) Media trading platforms/ Demand side platforms Ad exchanges/ssp Video / rich media Vertical Targeted Performance Traders Technology Enablers Sellers Agency Trade Desks Demand / Buy-side Supply Advertisers Channel Partners Tech Partners Powered by
8 Exchanges are global in structure Work to standards across largest pools of supply Ensure creative meets exchange requirements Microsoft mandate animation length to a global/regional standard If creative are longer than 30secs, they aren t enabled to bid Standardise across lowest denominator Global structure facilitates in market and regional activity Consider whether trading in local or US$ Auctions will transact in one global currency Consider where you take currency conversion cost
9 EXCHANGES ARE GROWING RAPIDLY! Sky - leading UK Advertiser commits 35% to RTB * UK and NL leading EMEA RTB markets 12% of online UK display spend* via RTB in 2012 Frank Anderson CDO Omnicom Nordics We believe 10-15% Display RTB by end of 2012 ** *IAB UK RTA Event ** Exchange Wire 15 th May
10 Rapid Expansion of RTB premium opportunities through EMEA
11 Emergence of RTB specialists * Emergence of specialist Agency trading desks Creation and growth of strong independent trading companies Specialist in trading with data expertise Bespoke or proprietary technologies development Independents expanding from home markets to be regional and even global/us teams All are fantastic players with the space * There are many more, and this isn t an exhaustive list!!!
12 Exploring RTB The Partner Considerations Identify business needs and skills Optimise Evolve Identify Trading solution Plan Select a DSP partner Identify Campaign Goals
13 It isn t about cheap inventory. But right person, right time, right environmen
14 Where do we go from here? RTB Continuing Market Development and Maturity 2013 year of creativity? Expandable Rich Media opportunities Publishers extending audiences Transition to Programmatic Increased one to one trading via tools Full campaign types across multiple screens Holistic Yield Management to the fore across all channels Programmatic Improved workflow and automation of buying process Guaranteed delivery enabled via buying platforms Free process time for sale evangelism and complex premium brand executions
15 Rise of the Machines?
16 THANK YOU ANY QUESTION?
17 RTB/Ad Exchanges betydning for annoncenetværk & medier Program 09:00 Indledning Morten Kamper, Danske Medier 09:10 International Trends in RTB Simon Halstead, Microsoft Advertising Exchange 09:45 Ad exchanges og real time bidding status og tendenser Peter Loell, Omnicom Media Group 10:15 Pause 10:30 Paneldebat: Ad Exchanges og RTB i Danmark Jesper Urban, Adform; Peter Strøhemann, Ekstra Bladet; Otto Neubert, Emediate; Ulrik Krag, Microsoft Advertising; Henrik Abraham, Maxus; Peter Loell, Omnicom Media Group Moderator: Henrik Busch 12:00 Afslutning & sandwich
18
19 Velkommen til Danmark! Befolkning
20 20
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23 Clicks 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0,00% 2,00% 4,00% 6,00% 8,00% Cookies
24 Impressions 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Cookies 0% 20% 40% 60% 80% 100%
25
26
27 Akronymerne kommer!!!
28 Flere mellemmænd!
29
30 Programatic buying Low CPC/CPM Cheap traffic Retarget Front page Retarget Product page (i) Retarget Product page (ii) Reverse retargeting Visitors within last 2 weeks Have visited landingpage Prouct in basket, have not completed purchase Buying all who have not seen our campaign (yet!) Audience Buying (i) Audience Buying (ii) Audience Buying (iii) Buying user interest, based on 3rd party data Buying user intent, based on 3.rd party data Buying user opinion, based on 1+3.rd party data Contextual Targeting Buying inventory, with relevant content Optimised Bid strategies Buying based on learnings from all above
31 Fra Media buying til Audience buying Media A Media B Media C 31
32 Adx Facebook Rubicon AppNexus Microsoft Ad Exch Openx RMX (RTB) Emediate Pubmatic Criteo
33 Formater x x90 110x80 160x x60 336x x x60 200x x x150
34 Transition Buying => Planning Mass Marketing => In-Marketing Media Audiences => Market Audiences Manual => Automated
35 Indkøb af mediers reklameplads Direkte køb Storkøb Privat Markedsplads Faste Priser Privat Exchange Flydende priser Ad Exchange
36
37 Shhh..
38 UNKNOWN OTHER facebook.com youtube.com live.com msn.com trusted-serving.com formspring.me mangafox.me buzzdock.com tvguide.dk jeetyetmedia.com mmo-champion.com funnyjunk.com adservinginternational.com zynga.com damnlol.com curse.com y8.com mangareader.net narutoget.com adnxs.com emediate.eu mangahere.com politiken.dk trendsales.dk tagged.com sondagsavisen.dk
39 White list Black list
40 Og alle skal have lidt af kagen..
41
42 SUPPLY> DEMAND
43
44
45 Fra Marketing til Marketech?
46
47
48 Source: AdExchanger.com
49 Spørgsmål 1. Pris / effektivitet hvor ligger RTB henne? 2. Hvordan definerer vi egentlig Premium, Er det 3. Internationale spillere mod nationale spillere 4. Hvem er vinderne/taberne på længere sigt 5. Hvem har ansvaret for det kreative i en realtidsverden? 6. Hvem ejer egentlig data? 7. Organisatoriske udfordringer?
50 RTB/Ad Exchanges betydning for annoncenetværk & medier Program 09:00 Indledning Morten Kamper, Danske Medier 09:10 International Trends in RTB Simon Halstead, Microsoft Advertising Exchange 09:45 Ad exchanges og real time bidding status og tendenser Peter Loell, Omnicom Media Group 10:15 Pause 10:30 Paneldebat: Ad Exchanges og RTB i Danmark Jesper Urban, Adform; Peter Strøhemann, Ekstra Bladet; Otto Neubert, Emediate; Ulrik Krag, Microsoft Advertising; Henrik Abraham, Maxus; Peter Loell, Omnicom Media Group Moderator: Henrik Busch 12:00 Afslutning & sandwich
Programmatic Display The Essential Guide
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Point of View: Programmatic Ad Viewability in China
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