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LVIMA DPD 2015 - Centro
- 1. 1 PROGRAMMATIC: THE ESSENTIALS How programmatic is transforming digital advertising Brett Peterson Account Lead – Southern Nevada
- 2. 2 LET’S DISCUSS… Aprogrammatic definition How far our industry has come Buying media: then and now The mobile and video programmatic scene The latest challenges and opportunities
- 3. 3 PROGRAMMATIC ADVERTISING IS an automated technology infrastructure that enables media buying.
- 5. 5 A LOOK BACK PRESENT Private marketplaces and monetizing data 2011 RTB goes mainstream 2009 Debut of native ads 2008 YouTube unleashes pre-roll ads 2007 Launch of DSPs 2005 Launch of ad exchanges 2005 Facebook invents social ads 1990 World Wide Web is created 1994 First display ad is delivered on Hotwire.com 1996 Launch of ad network 2000 Google develops AdWords 1996 Yahoo! Debuts search ads 2000 Debut of mobile ads
- 6. 6 INDUSTRY TRENDS Programmatic forecasts continue to increase Growth forecasts in programmatic continue to play catch-up with annual corrections. eMarketer revised 2012, 2013 & 2014 estimates to better capture the rapid rise of advertiser investment. $1.54 $2.48 $3.12 $3.82 $4.53 $1.92 $3.37 $4.66 $6.15 $7.83 $4.24 $10.06 $14.88 $20.41 $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 2012 2013 2014 2015 2016 2012 Forecast 2013 Forecast 2014 Forecast FORECASTED SPEND IN $BILLIONS
- 7. HOW MEDIA BUYING HAS CHANGED
- 8. 8 BEFORE PROGRAMMATIC ADVERTISER (BRAND) It was just advertisers and publishers. PUBLISHER (WEBSITE) AUDIENCE (AD VIEWER)
- 9. 9 We have technology platforms that leverage layers of data, making programmatic audience buying possible across a multitude of publishers. DSP SSP PUBLISHERADVERTISER AUDIENCE TODAY
- 10. 10 RTB AUCTION TYPES OPENAUCTION PRIVATEAUCTION PREFERREDDEAL $2.40 eCPM $1.95 eCPM $3.40 eCPM $3.25 eCPM $4.00 eCPM $5.00 eCPM
- 11. 11 PREDICTIVE CRMSITE LISTCONTEXTUAL LOOKALIKESEARCH RETARGETING SITE RETARGETING FACEBOOK EXCHANGE PRIVATE MARKETPLACE AUDIENCE TARGETING HAS CHANGED DRAMATICALLY
- 12. 12 PRICING HAS CHANGED CPM VS. ECPM 1,000IMPRESSIONS (Bulk) 1,811IMPRESSIONS (Individual) $5.00 — CPM — $5,000 budget $5,000 budget $2.76 — eCPM — Flat CPMS eCPMs $0.0015 $0.0042 $0.0012$0.0036 $0.0113
- 14. 14 $0.19 $0.71 $2.18 $3.84 $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 2013 2014 2015 2016 US Programmatic Digital Video Ad Spending 2013- 2016 2015 WILL SEE LARGE BUDGET SHIFTS TO DIGITAL VIDEO Programmatic digital video ad spending % of total digital video ad spending 5% US Programmatic Digital Video Ad Spending 2013-2016 12% of Programmatic Spending in 2014 Expected to hit 28% in 2015 and 40% in 2016 12% 28% 40% $BILLIONS, AND % OF TOTAL PROGRAMMATIC DIGITAL DISPLAY SPENDING
- 15. 15 $1.33 $4.44 $8.36 $14.15 $0.00 $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 2013 2014 2015 2016 US Programmatic Digital Video Ad Spending 2013- 2016 MASSIVE MOVEMENT OF EYEBALLS TO ‘MOBILE’ SCREENS Programmatic digital video ad spending % of total digital video ad spending 31.3% US Programmatic Mobile Display Ad Spending 2013-2016 44% of Programmatic Spending in 2014 Expected to surpass desktop spending in 2015, hitting over 55% 25% of marketers plan to significantly increase mobile and ad budget $BILLIONS, AND % OF TOTAL PROGRAMMATIC DIGITAL DISPLAY SPENDING 44.1% 52.2% 69.3%
- 16. 16 IT IS BECOMING IMPERATIVE THAT ADVERTISERS AND AGENCIES HAVE “IN-HOUSE” PROGRAMMATIC ABILITIES
- 17. 17 CAN BE MINIMAL: Basic media planning Simple retargeting campaigns Inventory spot buys OR HEAVY: Full campaign management Data curation and management Analytics linked optimization CAN BE SELF-SERVE OR MANAGED INVOLVEMENT
- 18. 18 Want media budget control Want campaign transparency Have dedicated staff for in-house trading IN-HOUSE TRADING IS A GOOD FIT IF YOU: DON’T GO IT ALONE FIND A PARTNER WHO CAN… Arm your team with training and education Serve as a strong and reliable DSP Offer managed services when needed
- 19. 19 MORE CHANGES AHEAD…. WE’VE ONLY STARTED OUR PROGRAMMATIC JOURNEY… Poised to see an upswing in programmatic TV buying More marketers to buy both site-direct and RTB via programmatic technology Coming soon from Centro… Evolved software to offer a single-point solution for every digital media buy: from bidding to billing
Hinweis der Redaktion
- Define programmatic
- Growth and opportunity of programmatic. (mobile, video, retargeting…)
- Check caps in these sentences
- Used to be just advertisers and publishers in the game. Things were simpler.
- Used to be just advertisers and publishers in the game. Things were simpler. You can now find the audience on whatever website they're on, because of the data that supports this process. You're not buing the audience, instead of the website.
- Going into Deal Id or PMP
- Pricing used to be bulk. Nowadays, programmatic, specifically RTB, has made cherry-picking impressions possible. Made things more efficient for marketers…. For publishers, it’s introduced downward pricing pressure, which is a threat to the old business models of high CPM orders, exclusively.
- Audience expansion to multiple devices Personal vs. Household Devices Universal frequency capping Universal conversion attribution Universal retargeting Multiple vendors provide device mapping
- PARTNER WITH A DMP (EG: EXELATE, BLUEKAI) Universally Accessible: Not locked-in to any one DSP Professional Partner with deep experience PARTNER WITH ON ‘ONBOARDER’ (EG: LIVERAMP, DATALOGIX) Access offline CRM for digital marketing and attribution Take advantage of PII data, safely and anonymously BUILD SEGMENTS ON A DSP LIKE CENTRO Free data storage and free data access Most efficient and cost effective option STORE ADVERTISING ID INFORMATION LOCALLY Absolutely Imperative for Full Control Ultimate Flexibility in the Future
- PARTNER WITH A DMP (EG: EXELATE, BLUEKAI) Universally Accessible: Not locked-in to any one DSP Professional Partner with deep experience PARTNER WITH ON ‘ONBOARDER’ (EG: LIVERAMP, DATALOGIX) Access offline CRM for digital marketing and attribution Take advantage of PII data, safely and anonymously BUILD SEGMENTS ON A DSP LIKE CENTRO Free data storage and free data access Most efficient and cost effective option STORE ADVERTISING ID INFORMATION LOCALLY Absolutely Imperative for Full Control Ultimate Flexibility in the Future