WIE PUBLISHER MIT RTA GEWINNEN
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1 WIE PUBLISHER MIT RTA GEWINNEN Torben Heimann Managing Director DACH, Improve Digital cjruslan - Fotolia.com
2 Wie Publisher mit RTA gewinnen Topic Timing Market Insights Erfahrungen & Empfehlungen Fragen 5 min 20 min 5 min 2
3 Key insights and outlook What is happening around us?
4 Programmatic will Account for 42% of Global Display-Related Ad Spend in % 45% RTB Global Programmatic spend in bn USD Global Total spend in bn USD Display-Related media inventory includes all display-related formats: banners, video and social, on both desktop and mobile devices. Source: MAGNA GLOBAL s New Programmatic Forecasts, September
5 In the US Programmatic will Account for 82% Display-Related Ad Spend in 2018 only the most premium digital inventory (sponsorship, full episode video, nonstandard formats) will still be transacted through traditional mechanisms. Display-Related media inventory includes all display-related formats: banners, video and social, on both desktop and mobile devices. Source: MAGNA GLOBAL s New Programmatic Forecasts, September
6 1. Internet becoming largest ad-segment Internet advertising is closing in on TV advertising to become the largest entertainment and media advertising segment. In 2013, total Internet advertising revenue was US$117.2bn. The figure will increase to US$194.5bn in 2018, a 10.7% CAGR meaning that it is closing in on TV advertising revenue as the largest advertising segment. This is a significant advance from 2009, when total TV advertising revenue was US$132.0bn and total Internet advertising revenue just US$58.7bn. Source: PWC Global Entertainment & Media Outlook, October
7 2. Mobile overtakes classifieds Mobile advertising will overtake classifieds in Global mobile Internet advertising revenue is forecast to leapfrog classified advertising to become the third-largest Internet advertising channel. But after four particularly strong years between 2010 and 2013 driven by the launch of the ipad, annual mobile revenue growth is falling back to the levels seen before the ipad s introduction and advertisers must do more than simply migrating large-screen banners to handhelds. Source: PWC Global Entertainment & Media Outlook, October
8 3. Search remains dominant Search will retain its dominant position. Global paid search Internet advertising has the largest share of total Internet advertising revenue, at US$48.4bn in While its overall share of the market will diminish as video and mobile advertising become increasingly important, continued growth will see search pull further ahead of the other categories of Internet advertising in terms of revenue generated, hitting US$73.8bn in Source: PWC Global Entertainment & Media Outlook, October
9 4. Video growth the fastest Within Internet advertising, video will see the sharpest growth. Global video Internet advertising revenue will rise at a 23.8% CAGR to 2018, ahead of mobile s 21.5% CAGR. The largest video service, YouTube, spent years perfecting its pre-roll ad format. Now TrueView ads are deployed widely, and new consumer devices are multiplying distribution. Source: PWC Global Entertainment & Media Outlook, October
10 5. Advertisers go programmatic Advertisers are looking to programmatic and native advertising to improve display ad performance. While search offers spend and targeting efficiencies, advertisers have grown frustrated with the worsening performance of online display ads. In response, many are moving toward programmatic ad-trading platforms that offer greater planning control, while others are adopting native advertising formats, so named because they match the form and function of the user experience. Source: PWC Global Entertainment & Media Outlook, October
11 6. Targeting multi-devices Tracking users in a multi-device world presents new challenges. Targeting users of the first generation of Internet devices was relatively straightforward, thanks to desktop Web browser cookies. But many new mobile devices lack cookie tracking, while the use of multiple devices by individual consumers further complicates targeting. In a more splintered world, efforts are under way to help advertisers improve their targeting of consumers. Source: PWC Global Entertainment & Media Outlook, October
12 The New Landscape Opens Up A Range Of Opportunities To Take Best Advantage Source: MilwardBrown, March
13 For Advertisers Programmatic means Efficient Audience Reach by cherry-picking right impressions at scale 13
14
15 If you don t cannibalize yourself, someone else will. Steve Jobs 15
16 This is happening already: New digital ecosystems winning rapidly 16
17 Wie Publisher mit RTA GEWINNEN und die größten Fehler vermeiden
18 1 MITGESTALTEN statt zusehen Es soll so bleiben wie es ist MURPHY73 / photocase.com
19 2 RTA ZUR CHEFSACHE MACHEN Lead, don t follow
20 3 IHRE GANZHEITLICHE STRATEGIE FINDEN UND VERFOLGEN Ertragsmaximierung Programmatic ist keine Nische rowan / photocase.com
21 4 HOLISTISCHE YIELD-OPTIMIERUNG STATT WASSERFALL(E) Ertragsmaximierung
22 4 HOLISTISCHE YIELD-OPTIMIERUNG STATT WASSERFALL(E) Direct Premium Sales Manuelle etkp Optimierung Retargeting Low CPM Campaigns Unsold Inventory ecpm RTB Google Networks, etc.
23 4 HOLISTISCHE YIELD-OPTIMIERUNG STATT WASSERFALL(E) Direct Premium Sales Manuelle etkp Optimierung VS Programmatic Revenue Optimisation Retargeting ecpm Low CPM Campaigns Unsold Inventory Improve Digital RTB Google Networks, etc.
24 4 HOLISTISCHE YIELD-OPTIMIERUNG STATT WASSERFALL(E) Direct Premium Sales Manuelle etkp Optimierung VS Larger Programmatic Revenue Optimisation ecpm Retargeting Low CPM Campaigns Improve Digital Unsold Inventory RTB Google Networks, etc.
25 4 HOLISTISCHE YIELD-OPTIMIERUNG STATT WASSERFALL(E) Direct Premium Sales ecpm Retargeting Manuelle etkp Opptimierung VS Almost Holistic Programmatic Revenue Optimisation Low CPM Campaigns Improve Digital Unsold Inventory RTB Google Networks, etc.
26 4 HOLISTISCHE YIELD-OPTIMIERUNG STATT WASSERFALL(E) ecpm Direct Premium Sales Retargeting Holistische Umsatzmaximimerung Jede Impression Jeder Demand + Automatisierung Low CPM Campaigns PMP PDR Improve Digital Unsold Inventory RTB Google Networks, etc.
27 4 HOLISTISCHE YIELD-OPTIMIERUNG ALLE FORMATE SIND MÖGLICH Creative Formats IAB formats Any non standard size Native & text with picture Rich media Video Pixel based Inventory Types Web Text Mobile web Mobile in-app 27
28 4 HOLISTISCHE YIELD-OPTIMIERUNG ALLE FORMATE SIND MÖGLICH 28
29 4 HOLISTISCHE YIELD-OPTIMIERUNG ALLE FORMATE SIND MÖGLICH 29
30 4 HOLISTISCHE YIELD-OPTIMIERUNG ALLE FORMATE SIND MÖGLICH 30
31 4 HOLISTISCHE YIELD-OPTIMIERUNG ALLE FORMATE SIND MÖGLICH 31
32 5 BRINGEN SIE IHRE GANZE MANNSCHAFT AUF GLEICHEN KURS Direct Sales, Automatisierung, Yield
33 NUTZEN SIE ALLE VERTRIEBSKANÄLE 6 Direkter persönlicher Verkauf PMP PDR Direkter automatisierter Verkauf Indirekter automatisierter Verkauf 33
34 6 NUTZEN SIE ALLE VERTRIEBSKANÄLE Verkaufen Sie flexibel Volumina, Preise, Transparenz PMP PDR
35 7 KEINE HINTERTÜRCHEN KÄUFER FINDEN DEN GÜNSTIGESTEN WEG Tier 1 Premium Agencies Advertisers Tier 2 Retargeting Retargeter 1 Retargeter 2 Retargeter 3 Tier 3 Low-CPM Agency 1 Agency 2 Agency 3 Agency 4 Agency 5 Tier 4 Internal Campaigns Tier 5 Yield Exchange SSP CPM/RTB Google Ligatus Tier 6 Remnant House Ads Pixels/ Blanks
36 7 KEINE HINTERTÜRCHEN KÄUFER FINDEN DEN GÜNSTIGESTEN WEG Tier 1 Premium Agencies Advertisers Tier 2 Retargeting Retargeter 1 Retargeter 2 Retargeter 3 Tier 3 Low-CPM Agency 1 Agency 2 Agency 3 Agency 4 Agency 5 Tier 4 Internal Campaigns Tier 5 Yield Exchange SSP CPM/RTB Google Ligatus Tier 6 Remnant House Ads Pixels/ Blanks
37 8 MAXIMALER WETTBEWERB FÜR JEDE IMPRESSION UND JEDEN DEMAND Kurze Blockliste granular steuern
38 8 MAXIMALER WETTBEWERB FÜR JEDE IMPRESSION UND JEDEN DEMAND Ad- Exchanges 3rd Party Netzwerke RTB Performance Re- Targeting Eigene Kampagnen
39 8 MAXIMALER WETTBEWERB FÜR JEDE IMPRESSION UND JEDEN DEMAND Vermeiden Sie 1st look
40 8 MAXIMALER WETTBEWERB FÜR JEDE IMPRESSION UND JEDEN DEMAND Augenscheinlich gutes Angebot 200% über bestehendem Geschäft Ein Partner bietet einen Premium Preis für First Look auf alle Impressionen, und nimmt dann nur die wertvollen vor der Auktion
41 8 MAXIMALER WETTBEWERB FÜR JEDE IMPRESSION UND JEDEN DEMAND Entfernt man den First Look Partner aus der Second-Price Auction, können die Preise dramatisch fallen In diesem Beispiel fällt der Preis um 50%
42 8 MAXIMALER WETTBEWERB FÜR JEDE IMPRESSION UND JEDEN DEMAND Gibt man einem First Look Partner bevorzugte Kaufmöglichkeit, benachteiligt man andere und riskiert Umsatz 36% aller Umsätze sind hier über 3. Wenn der First Look Partner kauft, kann niemand zu höheren Preisen kaufen!
43 8 MAXIMALER WETTBEWERB FÜR JEDE IMPRESSION UND JEDEN DEMAND Impressions 360 Platform First Look Partner sehen jede impression (und User) vor allen anderen Wenn Sie es machen machen Sie es in Ihrer Optimierungstechnologie
44 9 NICHT BLIND WEDER INVENTAR ANBIETEN NOCH ES MACHEN LASSEN Ein gutes System gibt volle Kontrolle durch Transparenz und granulare Steuerung. Balancieren Sie Transparenz und Umsätze. 44
45 9 NICHT BLIND WEDER INVENTAR ANBIETEN NOCH ES MACHEN LASSEN ecpm Revenue +247% +268% kallejipp / photocase.com Blind Open Blind Open
46 9 NICHT BLIND WEDER INVENTAR ANBIETEN NOCH ES MACHEN LASSEN Lernen Sie die Details kennen
47 NEHMEN SIE EINE SSP 10 Maximale Effizienz Maximale Effektivität Maximaler Ertrag
48
49 Contact Us DACH Torben Heimann MD DACH T Improve Digital DACH Nußbaumstr München 49
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