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Programmatic in the Era of Transparency
Trusted Media Brands - May 2018
A STUDY CONDUCTED BY
OMNIBUS STUDY
May 2018
Methodology and Respondent Profiles
• Sample: Marketer and Agency contacts from The Advertiser Perceptions Media Decision Maker Database.
• Qualification: 100% involved in media brand selection decisions
• Directional Data: Some findings in the presentation could reflect data with low bases and will be noted.
• Weighting: Data has been sample balanced and weighted to reflect relative agency/marketer influence.
Our Panel Includes Decision-Makers from the Top 200 Advertisers in the U.S.
• Apparel/Fashion
• Automotive
• Consumer Electronics
• Consumer Packaged Goods
• Entertainment
• Financial Products/Services
• Home & Appliance
• Liquor, Beer and Wine
• Parenthood Related
• Pharmaceuticals
• Quick Service Restaurants
• Retail
• Technology
• Telecommunications
• Toiletries & Cosmetics
• Travel
Leading Ad Categories
• Fielded: May 2018 • Incentives include cash and
information
Ranging in title: • 40% VP and above • 39% Director/Supervisor • 21% Manager/Planner/Buyer
300 Online Interviews Conducted
Expressing opinions from: • 60% Agencies • 40% Marketers
Only Advertiser Perceptions talks to people who are actively making decisions about media brand selection
2
OMNIBUS STUDY
May 2018
Advertisers Still Remained Most Concerned About ROI When Buying Digital Media
QTMB1. Which of the following issues are you most concerned about when it comes to digital media buying? Base: Involved in Digital/Mobile Advertising 3
Concerns About Digital Media Buying
30%
19%
16%
9%
15%
10%
17%
18%
24%
18%
14%
7%
15%
22%
18%
17%
13%
11%
ROI
Viewability
Brand Safety/Premium Content
Programmatic Transparency
Ad Fraud
Ad Blocking
Rank 1 Rank 2 Rank 3
31%
16%
7%
19%
13%
12%
15%
22%
19%
14%
16%
11%
13%
16%
25%
17%
13%
12%
ROI
Viewability
Brand Safety/Premium Content
Ad Fraud
Programmatic Transparency
Ad Blocking
Rank 1 Rank 2 Rank 3
May2018 July2017
62%
59%
58%
44%
42%
28%
59%
54%
51%
50%
42%
35%
OMNIBUS STUDY
May 2018
Digital Programmatic Spending is Evenly Split between Channels
QTMB2. What percent of your total digital programmatic spending is currently allocated to the following means of transaction? Base: Involved in Digital/Mobile Advertising (excludes the 12% that do not currently purchase programmatically) 4
Digital Programmatic Spending Allocation Average Percent
34%
31%
33%
2%
Open Exchanges: RTB/auction-based buying, variable CPM
Private Marketplaces: RTB/auction-based buying, price floor, select group of advertisers
Programmatic Guaranteed: no auction, set CPM, guaranteed inventory
Other programmatic approach
OMNIBUS STUDY
May 2018
24
24
9
Advertisers are Most Optimistic about Programmatic Guaranteed and Private Marketplace
QTMB3. Will your programmatic spending with each of the following increase, stay the same or decrease over the next 12 months? Base: Involved in Programmatic 5
Change in Programmatic Spending
29%
31%
21%
66%
61%
67%
5%
7%
12%
Programmatic Guaranteed: no auction, set CPM, guaranteed inventory
Private Marketplaces: RTB/auction-based buying, price floor, select group of advertisers
Open Exchanges: RTB/auction-based buying, variable CPM
Increase Stay the same Decrease
Optimism (Increase minus Decrease)
OMNIBUS STUDY
May 2018
Levels of Agreement About Programmatic Buying
QTMB4. How much do you agree with the following statements about programmatic ad buying? (1-Disagree Completely, 5-Agree Completely) Base: Involved in Programmatic 6
15%
14%
14%
13%
10%
10%
10%
7%
33%
47%
35%
45%
45%
36%
46%
27%
48%
61%
49%
59%
55%
46%
56%
34%
I'd like to see the programmatic marketplace become decentralized in the future by leveraging blockchain technology.
It's difficult to ensure brand safe environments when buying programmatically on the open exchange.
I do not see a lot of improvement in the transparency of buying advertising inventory on the open exchange.
The recent issues about consumer privacy/data protection has impacted or will impact my audience buying strategy.
The recent issues about consumer privacy/data protection make me more inclined to use programmatic guaranteed/private marketplaces vs. the open exchange.
The implementation of ads.txt has made programmatic buying more transparent.
Lifestyle publishers are more important than ever to ensure a brand safe environment for advertising.
I do not see a lot of difference today between buying programmatically on the open exchange or the private marketplace.
Agree Completely Agree Somewhat
OMNIBUS STUDY
May 2018
Better ROI and Access to Premium Inventory are the Top Reason Advertisers use Programmatic Guaranteed/Private Marketplace
QTMB5. Whether or not you’re currently using Programmatic Guaranteed/Private Marketplaces, in your opinion, what are the top reasons for using Programmatic Guaranteed/Private Marketplaces vs. the Open Exchange? Base: Involved in Programmatic 7
Top Reasons for Using Programmatic Guaranteed/Private Marketplaces vs. Open Exchange
Agency 40% Marketer 31%
Agency 46% Marketer 23%
Agency 46% Marketer 37%
Agency 37% Marketer 51% 43%
42%
39%
37%
36%
30%
29%
29%
21%
Drives better ROI
Access to premium ad inventory
Provides brand safe environments
Greater transparency in terms of inventory/contextual environment
More efficient than whitelisting/blacklisting practices
Access to proprietary data
Drives better engagement
Greater economic transparency of the programmatic buy
Limit long tail inventory
Agency 33% Marketer 24%
OMNIBUS STUDY
May 2018
Biggest Frustration Buying Digital Advertising Inventory Programmatically
8 QTMB6. What is the biggest frustration you face in buying digital advertising inventory programmatically? Base: Involved in Digital/Mobile Advertising
Fraud (12%) The degree of fraud that is ongoing
– Advertiser, VP
Ensuring that we're running on sites with which the brand would be
comfortable appearing – Agency, Director
Lack of transparency into what is happening at the ad exchange level, we are moving toward header bidding where
our tech speaks directly to the pub - Agency, VP
The potential for ad and bot fraud - Agency, VP
Balancing desired viewability with performance - Agency, Director
Lack of control where ads are displayed - Advertiser, Director
Transparency (17%)
Brand safety (9%) Cost (5%)
None (15%)
Viewability (6%)
Lack of Control (4%)
Cost can be quite high - Agency, Director
OMNIBUS STUDY
May 2018
Advertisers Have Already Taken Initiatives to Improve Brand Safety
QTMB7. Which, if any of the following steps have you already taken or do you plan to take to improve brand safety of your digital media buys? Base: Involved in Digital/Mobile Advertising 9
Steps Taken to Improve Brand Safety of Digital Media Buys
44%
47%
55%
66%
46%
58%
48%
56%
34%
29%
26%
24%
34%
27%
30%
25%
Increase use of programmatic guaranteed/private marketplaces
Increase use of contextual targeting
Whitelist specific sites/channels
Blacklist specific sites/channels
Demand more accountability from social platforms
Avoid/limit political content/sites
Avoid/limit user generated content/sites
Monitor/audit site lists
Already Taken Plan to Take
Up10%fromJuly2017
Up8%fromJuly2017
Up5%fromJuly2017
OMNIBUS STUDY
May 2018
Advertisers will Start Using more First Party Data as an Effect of GDPR
QTMB8. Which of the following will occur in the U.S. due to the implementation of GDPR (General Data Protection Regulation) in the European Union? Base: Involved in Digital/Mobile Advertising 10
Effects in U.S. Due to Implementation of GDPR (General Data Protection Regulation) in the European Union
44%
39%
36%
More use of first party data vs. cookies
Consolidation of advertising technology companies
Increase use of Programmatic Private Marketplace/Programmatic Guaranteed 21%
Stated “I do not expect any impact in the U.S.”.
What Advertisers Think™
The More You Know The Stronger Your Brand The More You’ll Sell™
Contacts:
Randy Cohen [email protected]
Andy Sippel
Justin Fromm [email protected]
