What have we achieved so far? MEDIA INNOVATION 2015 IAB AGM STATUS UPDATE

Transcription

1 What have we achieved so far? MEDIA INNOVATION 2015 IAB AGM STATUS UPDATE

2 Overview This document will illustrate the current Industry engagement and undertakings that have taken place over the last 9 months It will give a status on the main project, The Local Private Marketplace and the status of various strategic partnerships that have developed over period to drive Media Innovation in South Africa

3 Strategy and Key Objectives Key objectives: Educate the Industry on Industry trends (weighted towards Programmatic) Build Africa s largest Private Marketplace Drive Knowledge sessions Host Industry Summit

4 PRIVATE MARKETPLACE So whats the fuss The publisher co-operative is no longer a trend but a global movement. It has already been achieved in France, Denmark and the Czech Republic, and in the UK, the Pangaea Alliance was launched by the country s most respected news organisations: The Guardian, Financial Times, CNN and Reuters (powered by Rubicon Project). In what world would competing businesses come together to disrupt their industry? In one where automation means that in numbers they can offer advertisers unparalleled reach of premium audiences enriched with data and compete against the Facebook & Google Goliaths. Q4 in the US, online advertising was north of $11BN, FB s revenues were 1.8BN, and Google s 7.9BN, of course not all of GOOG s domestic US revenue was through search and online advertising, but still, that s a tremendous share of market between the two of them. Traditional publishers need to leverage data and automation platforms for themselves to compete. If these giants are taking so much of the pie in a market the size of the US, how do digital properties compete elsewhere, especially in smaller geos and emerging markets

5 PRIVATE MARKETPLACE So where are we This project now in its second reiteration and nearly 12months down the line, we now have a clearly defined direction and partnerships in place to carry the project to its fruition. The key objective is to be the largest Private Marketplace in Africa! Key tasks: Completed MOU s between selected publishers - finalised wc Completed Legal documentation between SSP and partnership - finalised wc 2.11 Initial Rubicon dashboard training overview - completed Assess publisher existing adserver technology - underway Publishing on boarding documentation - underway Inventory and ad unit assessment - underway DSP integration for test - Commitments from two major DSP s Agency support from two major agencies Testing to commence over November and December

6 Our mission: Automate the buying & selling of adver8sing 6

7 GLOBAL FOOTPRINT PRIVATE MARKETPLACE

8 RUBICON PROJECT, A GLOBAL LEADER 46% 54% 53% 42% 40% 25% 47% 58% 60% 75% Audiweb top 50, Nielsen Top Sites Australia, Nielsen Top 250 France, comscore 100 UK, comscore 100 US

9 PMPs GROWTH SOUTHERN EUROPE Orders AcFve Sellers Oct 2013 à Sept Orders AcFve Buyers Oct 2013 à Sept Oct 2013 Nov 2013 Dec 2013 Jan Feb Orders AcFve Deals 102% Growth YoY Oct 2013 à Sept Mar Apr May Jun Jul Aug Sep Oct 2013 Nov 2013 Dec 2013 Jan Feb Orders AcFve AdverFsers 327% Growth YoY Oct 2013 à Sept Mar Apr May Jun Jul Aug Sep Oct 2013 Nov 2013 Dec 2013 Jan Feb Mar Apr May Jun Jul Aug Sep Oct 2013 Nov 2013 Dec 2013 Jan Feb Mar Apr May Jun Jul Aug Sep

10 RISING STARS FORMATS SOUTHERN EUROPE IAB Rising Stars AcFve Sellers Oct 2013 à Sept IAB Rising Stars AcFve Buyers Oct 2013 à Sept Orders AcFve Deals 289% Growth YoY Oct 2013 à Sept Formats Standards vs Rising Stars 103% CPMs IAB Standard IAB Rising Stars

11 PRIVATE MARKETPLACE Alliances are transparent with publisher list All promote a premium inventory offering All clearly state which inventory is available All provide access to transact via: Open Marketplace Direct Deals All provide access to programmatic packages audience data, channels, contextual, transparent, high impact formats etc.

12 PRICING PRIVATE MARKETPLACE Pricing strategies vary alliance to alliance Standardised pricing provides consistency for the buyer Competition Law in some markets prevents standardised pricing Some alliances provide non-negotiable pricing floors for buyers Price points should vary based on access / data / format

13 KEY LEARNINGS : MARKET OFFERING Alliance needs to have a clear market offering for advertisers / buyers Advertisers / Buyers need to know how to access inventory / packages Member publishers need to agree a unified strategy for packaging All alliances have implemented a DMP to run across all publishers Pricing strategies vary across Alliances based on market factors Standardised pricing provides buyers with consistency

14 PRIVATE MARKETPLACE So whats are the next Steps

15 CO-OPERATIVE IMPLEMENTATION PLAN Standardisation Of Set up The Cooperative will have a template for implementing sites, this enables cross site packages to be created on all publishers in a consistent way. Site set up/structure information, audience information, creative guidelines and exposure of urls all considered. Standardisation of Packages Publishers to agree on a unified strategy to enable inventory and inventory + audience packages to be presented to trading desks for Private marketplace Deals. Standardisation of Pricing All packages across every publisher will have the same pricing to provide consistency to the buyer. All urls need to be masked and mapped. Standardisation Of Expectations It is imperative to the success of the Cooperative that all publishers within the group understand that they are devolving their RTB and PMP strategy to the Co-operative. Special publisher cases will cause fragmentation

16 ACTIVELY WORK WITH BUYERS Dedicated resource focusing on Agencies / Other Buyers Buyers will be skeptical of the benefits of the alliance for them : we are not a cartel Show them the benefits and how to access the inventory Provide ongoing account management support

17 TRAINING & EDUCATION So where are we Digital Dens: These successful micro events have been gaining momentum over the course of the last quarter. Primarily driven by Katherine and Josephine (brilliant job). The diary for the remainder 2015 is pretty full and we will continue to dive these informative sessions. I have had numerous requests from Industry professionals to speak so not short on content! Digital Essentials with Dave Duarte kicked off October and finishes in November basic courses at a reduced rate offered (fill rate CT a bit low with 15 attendees but JHB full with 29 attendees). Going forward I have agreed that we will look for a key sponsor to ensure this is a viable proposition for all parties. Sponsorship per session in the region of R2500 and we will continue to drive the portfolio of courses available through Treeshake

18 Course example reduced reduced reduced reduced

19 TRAINING & EDUCATION Webinar/live stream Digital Dens: Evolving the Digital Dens we have been engaging with strategic digital experts in both the US and UK with a commitment to live stream from the following partners

20 STRATEGIC PARTNER Celtra is a global leading creative technology partner for data driven brand display advertising across all screens They have offered to assist with education through webinars, whitepapers and case studies to help the Local Market get to grips with these exciting new rich media ad formats. - What is Rich Media - How to build high impact formats - What is programmatic Creative - Building 1 st party data - Video how to adapt This Partnership which already has deep relations with the IAB in Europe and the US and will also be assisting the in the development of the PMP

21 STRATEGIC PARTNER AVID is a global leading creative technology partner for NATIVE advertising They have offered to assist with education through webinars, whitepapers and case studies to help the Local Market get to grips Native formats. They are busy with launching one of the first platforms offering Programmatic Native. This exciting product Built on proprietary software analyses over 1.9 billion searches, reads and shares to then assist brands and agencies in delivering relevant content to the audience along with recommended ad formats. This effectively acts as a planning tool This Partnership is existing locally and media buying through this organization has proved hugely successful with Woolworths locally and we will look to introduce local publishers to the ad formats most likely through the PMP

22 STRATEGIC PARTNER PROGRAMMATIC We have the ability to create a vast number of custom Audiences by mixing and matching any Segments:

23 STRATEGIC PARTNER Factual Factual provides highly customizable location based audiences and geofencing capabilities. Factual targeting is built on the best data available in mobile marketing and can be applied across most major media providers. This is a very exciting relationship that has been evolving over the last 9 months and we have been busy looking at assisting the them with building richer audiences for South Africa By example for the uninitiated we are able to Geofence OR Tambo and record a real world action ie those that have visited an airport in the last 3,6, 12 months then look deeper at gender, device and other attributes through to frequency. They have agreed to assist in knowledge sessions, White papers and events

24 STRATEGIC PARTNER Rocket Fuel are one of the leading Programmatic data experts. Rocket Fuel s Programmatic Marketing Platform helps marketers and their agencies connect with consumers at key moments of influence to increase performance, awareness, and lift via either managed or self-service. The Rocket Fuel Programmatic Marketing Platform offers both a Data Management Platform (DMP) and a Demand Side Platform (DSP), both of which can work with clients CRM and Marketing platforms alone or combined to offer a more robust marketing solution. The Platform learns from each moment of customer interaction to deliver and optimize media spend to engage, upsell, and retarget consumers across addressable programmatic channels including display, video, mobile, and social simultaneously. Current discussions with their US team have developed to a point whereby they have offered their services to assist the local market 1. Mobile best practices and case studies - sent 2. The value of building audiences for brands 3. Audience and programmatic strategies

25 SUMMIT PROGRAMMATIC SUMMIT This is on the cards and was earmarked for November We have commitment from the Strategic partners to contribute and continue to shape how to bring this to fruition. One of the key issues has been around timings in securing dates in diaries across the potential speakers (understanding their other major commitments) and secondly we would like to ideally coincide this event with the launch of the Private Marketplace. It also needs to make commercial sense for these parties to contribute and we continue to commercially drive the relationships by way of introductions and actual investment I am disappointed that November is not viable at this stage but am confident we will have a date to aim for early 2016, not to distract from the IAB Summit

26 CONCLUDE So what s the take out and way forward. PRIVATE MARKETPLACE - This is well in hand and all efforts are being made to ensure its success with some of the leading global players at the table. It has been decided that we would like to test the product this year before opening up to any other parties to ensure the product is stable and commercially viable EDUCATION The Digital Dens continue and we look to evolve the reach through webinars. The courses will continue to be developed but it is essential to secure a sponsor for this to be sustainable and we have a few potential parties STRATEGIC PARTENRSHIPS Essential for continued growth. To ensure continued support we have and are running local projects to assist with market evaluation and for it to be commercially viable for these partners to contribute