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Today’s video buyers want efficiency, transparency and control, and they’re finding it in automated environments that offer audience targeting and performance optimization. Meanwhile, publishers are often left on the sidelines as this money migrates toward channels unavailable to their direct sales team. But are public exchanges the only way for sellers to get a slice of the programmatic buying action? Join Henk Van Niekerk, vp business development for the Adap.tv platform, and discover how private video ad marketplaces are enabling sellers to win more agency dollars through their own private ecosystems. Presenter: Henk van Niekerk, vp business development, Adap.tv @adaptv
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Private Video MarketplacesThe New Gateway to Ad Budgets?
Digital Publishing SummitMarch 18, 2013
There is a shift happening.Content used to be the proxy for audience…
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…but audiences are becoming fragmented and migrating to new platforms.
Source: Nielsen
61.6%
12.9%
So where is the audience?
0
20
Time Spent on Mobile Devices(min/day)
2009 2010 2011 2012
60
40
80
eMarketer, 2013
So where is the audience?
Source: Arbitron and Edison Research, “The Infinite Dial”, 2012
2:20
Time Spent Per Week with Online Video
(hrs:min)
2009 2010 2011 2012
2:53
3:26
4:20
How are advertisers buying video?
44%
11%
11%
61%
78%
TV Upfront
Trading Desks
DSPs
Exchanges
Ad Networks
Direct from Publishers
2011
19%
36%
19%
32%
81%
52%
2012
Source: Adap.tv/Digiday Video State of the Industry Survey
Programmatic buying has
2011
DSPs
Exchanges
11%
11%
36%
32%
2012
tripled
Source: Adap.tv/Digiday Video State of the Industry Survey
2012 2017
Manual video buying is declining
manual
Digital Media Buying Forecast, 2012 To 2017Joanna O’Connell, Niki Scevak and Anthony Mullen, October 9, 2012
2012
manual
Programmatic Video buying is growing
< 30%
> 65%a compound annual
rate of 17%
Digital Media Buying Forecast, 2012 To 2017Joanna O’Connell, Niki Scevak and Anthony Mullen, October 9, 2012
2017
The drums are beating!
“Ford Embraces Programmatic Buying” - MediaPost
“Programmatic Buying is Taking Over the Media-Buying Space” – Bob Arnold, Global Strategy Director, Kellogg’s
“Group M: Programmatic Surges”- AdExchanger
“The Next Big Thing In Digital Marketing: Programmatic” – ClickZ
“Top-tier Marketers See a Future in Programmatic Buys” - SmartBrief
“Nielsen, ComScoreBattle for Online Audience Ratings” – Social Times
your ability to sell your audience at scale, programmatically, across all of your content channels and devices
Private marketplace
8%Currently Within 12 Months
28% Publishers Using Private Marketplaces for Video
API
Private Video
Marketplace
Demand Sources
Back office systems
Invited buyers - committed
Invited buyers – spot
Invited buyers – RTB API
Supply Sources
O&O
Syndicated player
Publisher partnerships
Proprietary data
3rd party data
What does a private marketplace look like?
Audience auditing and verification
Rich media vendor
Brand Study/survey’s
www.adap.tv
PRESENTED BY
One Waters Park Drive, Suite 250 San Mateo, CA 94403
Henk Van NiekerkVP, Platform
You can find this data and more industry insights at
The Video Wire
www.blog.adap.tv
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