RTB/Ad Exchanges – betydning for annoncenetværk &...

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

The Rise of RTB and the programmatic future

Agenda

What are Ad exchanges ?

What are the trends globally and in Europe

What are the advancements that will come

WHAT IS AN AD EXCHANGE?

Auctioned off…

On an impression basis…

In real time…

A NEW WAY OF BUYING MEDIA

In an automated manner

A market place where inventory is

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

EXCHANGE ECOSYSTEM: KEY PLAYERS

Sharing tools

SSP/Yield optimization

Publisher tools

Ad servers

Ad operations

Vertical

Targeted

Ad networks (100s)

Video / rich media

Performance International

Ad exchange

Data exchanges/ aggregators

Data suppliers

Media trading platforms/ Demand side platforms

Data optimization

Data qualification

Media buying platforms

Creative optimization

Analytics

Agencies

Ad servers

Pu

blis

her

s

Mar

kete

rs

ADVERTISING EXCHANGE ECOSYSTEM

Advertisers Channel Partners Tech Partners

Demand / Buy-side Supply

Ad networks (100s)

Video / rich media

Vertical

Targeted

Performance

Media trading platforms/

Demand side platforms

Agency Trade Desks

Ad exchanges/SSP

Powered by

Traders Sellers Technology Enablers

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

EXCHANGES ARE GROWING RAPIDLY!

12% of online UK

display spend*

via RTB in 2012

UK and NL leading

EMEA RTB markets

Frank Anderson CDO Omnicom

Nordics

*IAB UK RTA Event ** Exchange Wire 15th May

Sky - leading UK

Advertiser commits 35%

to RTB *

We believe 10-15% Display

RTB by end of 2012 **

Rapid Expansion of RTB premium

opportunities through EMEA

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!!!

Exploring RTB – The Partner Considerations

Identify business

needs and skills

Identify Trading solution

Select a DSP

partner

Identify Campaign

Goals

Plan

Optimise

Evolve

It isn’t about cheap inventory….

But right person, right time, right environment

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

Where do we go from here?

Rise of the Machines ?

THANK YOU… …ANY QUESTION?

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

Velkommen til Danmark!

Befolkning 18.380.568

20

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0,00% 2,00% 4,00% 6,00% 8,00%

Clic

ks

Cookies

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0% 20% 40% 60% 80% 100%

Imp

ress

ion

s

Cookies

Akronymerne kommer!!!

Flere mellemmænd!

Programatic buying

Low CPC/CPM Cheap traffic

Retarget Front page Visitors within last 2 weeks

Retarget Product page (i) Have visited landingpage

Retarget Product page (ii) Prouct in basket, have not completed purchase

Reverse retargeting Buying all who have not seen our campaign (yet!)

Audience Buying (i) Buying user interest, based on 3rd party data

Audience Buying (ii) Buying user intent, based on 3.rd party data

Audience Buying (iii) Buying user opinion, based on 1+3.rd party data

Contextual Targeting Buying inventory, with relevant content

Optimised Bid Buying based on learnings from all above strategies

Fra Media buying til Audience buying

31

Media A Media B

Media C

0

200.000.000

400.000.000

600.000.000

800.000.000

1.000.000.000

1.200.000.000

1.400.000.000

Adx Facebook Rubicon AppNexus MicrosoftAd Exch

Openx RMX (RTB) Emediate Pubmatic Criteo

Formater

0

200.000.000

400.000.000

600.000.000

800.000.000

1.000.000.000

1.200.000.000

1.400.000.000

300x250 728x90 110x80 160x600 468x60 336x280 120x600 234x60 200x200 250x250 180x150

Transition

Buying => Planning

Mass Marketing => In-Marketing

Media Audiences => Market Audiences

Manual => Automated

Indkøb af mediers reklameplads

Direkte

køb ”Storkøb”

Privat Markedsplads

Faste Priser

Privat Exchange

Flydende priser Ad Exchange

Shhh..

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

White list

Black list

Og alle skal have lidt af kagen…..

SUPPLY> DEMAND

Fra Marketing til Marketech?

Source: AdExchanger.com

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?

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