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ANTHONY
RHINDIAB EU Member & Chief Strategy
Officer Adform
x
Evolving Programmatic Models
Anthony Rhind, Member of IAB Europe
and Chief Strategy Officer, Adform
x
TODAY’S AGENDA
Programmatic trends
Programmatic friction
Better programmatic
PERVASIVE PROGRAMMATIC ADOPTION
87%
13%
Advertisers
92%
7%
Agencies
93%
7%
Publishers
Not doing programmatic
Doing programmatic
Source: IAB Europe Attitudes towards Programmatic Advertising research 2016
BROADER DEFINITION MEANS PROGRAMMATIC MAJORITY
UNIVERSAL PROGRAMMATIC ‘WEB’ -RELEVANT ‘CREATIVE / SITE’
Logo
Mood
Image
Headline
FurtherOffers Booking
Mood
Image
OfferandPrice
CalltoAction
OfferandPrice
CalltoAction
TravelGuide TravelGuide
FIRST WAVE: PROGRAMMATIC = PERFORMANCE
4,500 advertisers
spent £1.3billion in 2015 (in
the UK)
across 12,500 publishers
Source: IAB UK / PwC UK Digital Adspend Study – Full Year 2015 ;IAB Europe Programmatic Market Sizing Report
Performance marketing Programmatic
UK programmatic market (2015):
£1.61 billion41% YoY growth
60% of digital display was traded programmatically in 2015 in the UK
European programmatic market (2014):
€3.65 billion70.5% YoY growth
ADOPTION DRIVERS: EFFICIENCY AND COST
Advertisers
Targeting efficiencies (2016 -
78%; 2015 – 76%)
Lower cost of media (2016 -
53%; 2015 – 53%)
Delivery of brand advertising
campaigns at scale to target
audience (2016 - 49%; 2015 -
50%)
Targeting efficiencies (2016 -
78%; 2015 - 85%)
Trading / operational
efficiencies (2016 - 55%; 2015
- 50%)
Change in data strategy to
increase data quality (2016 -
52%; 2015 – N/A)
Client demand (2016 - 60%;
2015 - 48%)
Maximising media value
(2016 - 55%; 2015 - 60%)
Trading / operational
efficiencies (2016 - 49%; 2015
- 52%)
Agencies Publishers
Source: IAB Europe Attitudes towards Programmatic Advertising research 2016
PROGRAMMATIC IS DELIVERING BUSINESS RETURN
56%of advertisers cited reduced media wastage through greater campaign control and targeting as a key business impact of programmatic investment
of agencies cited reduced media wastage through greater campaign control and targeting as a key business impact of programmatic investment
72%
68%of publishers cited increased trading efficiencies as a key business impact of programmatic investment
Source: IAB Europe Attitudes towards Programmatic Advertising research 2016
DECLARED PROGRAMMATIC BARRIERS
Advertisers
Quality of data (37%)
Hiring people with the right
skill set (31%)
Having a clear understanding
of the impact of programmatic
trading on total revenue (31%)
Viewability (30%)
Brand safety (30%)
Fraud (45%)
Quality of data (45%)
Hiring people with the right
skill set (42%)
Brand safety (40%)
Viewability (37%)
Hiring people with the right
skill set (46%)
Having a clear understanding
of the impact of
programmatic trading on
total revenue (42%)
Selecting and setting up the
right technology (40%)
Training people adequately
(40%)
Cost of technology (37%)
Agencies Publishers
Source: IAB Europe Attitudes towards Programmatic Advertising research 2016
DATA-DRIVEN PROMISE:RIGHT PERSON / MESSAGE / TIME … SEEN
DOING BETTER
• Be systematic• Respect the human• Talk to individuals • Consider mobile• Nuanced metrics
SUCCESS BASED ON MANY SYSTEMATIC ‘MARGINAL GAINS’
RESPECT THE HUMAN
TALK TO PEOPLE AS INDIVIDUALSCREATIVE AND MEDIA TARGETING
THINK CUSTOMER LIFE-CYCLE & BOE
IMPLEMENT MOBILE SOLUTIONS
Source: Tim Jeffs Art
BETTER MEASUREMENT ENABLES BETTER OUTCOMES
RELEVANT AND MULTIPLE KPIs
LO
NG
TE
RM
GO
ALS
SH
OR
T T
ER
M G
OA
LS
Dwell Time Page Views
Newsletter
App Install
Interaction eg click /
swipe
Socialactions
Registration
Sales
New Customer
Profit
Customer Lifetime
Value
ContactForm
CompletionCalls
SEE
THINK
DO
CARE
Viewed % /Duration
Arrival Awareness Ad Recall
Programmatic is not an option in digital advertising today. The whole marketing discipline is turning to a proprietary programmable landscape, and programmatic is just the beginning of this. Not doing programmatic today, means you will be out of play in a few years and not able to maximise your marketing investments.
Geir Jangås Head of Global Programmatic, Schibsted
“ “
