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STATE OF THE INDUSTRY Publisher Trends: Brand, Audience, and Real-Time Bidding Online Survey Conducted March, 2011
[Based on Presentation by Eric Klotz, VP Marketing, PubMatic Digital Publishing Summit, Park City, Utah, 03.28.11 ]
DEMAND FOR AUDIENCE TARGETING HAS NEVER BEEN GREATER.
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DEMAND FOR PREMIUM PUBLISHER BRANDS HAS NEVER WANED.
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Premium Brand
Premium Audience
Years ago the two were synonymous
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Premium Brand
Premium Audience
Over time they became disconnected
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VS.!
AUDIENCE
Publisher Fears About Audience
• Audience Targeting was historically publisher brand agnostic • Advertiser demand for Audience Targeting is growing • Some fear that Audience Targeting will diminish brand value
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+!AUDIENCE
It’s Not Brand or Audience – It’s Both
• Advertisers want better transparency (as do publishers) • Premium brands will always prefer premium content • Advertisers and publishers want trusted relationships
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DESPITE CHANGES IN TECHNOLOGY AND PERCEPTION....
THERE IS ONE THING THAT ISN’T CHANGING SOON:
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ADVERTISERS STILL CONTROL THE BUDGETS.
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Finding the greatest demand for buying
Finding the greatest opportunities for selling
Study Objectives
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The PubMatic + Digiday Study Survey Respondents: 644 Conducted Online March 2011
29% 71%
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Buyers Were Broken Down By
Representing Single Advertiser
Representing Multiple Advertisers
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Publishers Were Broken Down By
Currently opening inventory for RTB
Does not currently open up inventory to RTB
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Demand for Audience Targeted Campaigns Grow, and Definition of “Audience Targeting” Evolves
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Demand for Audience is Growing
will use audience targeting in 2011 97% will have more than 1/2 of their total online spend include audience targeting
47% ACROSS ALL ADVERTISER AND AGENCY
RESPONDENTS
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Demand for Audience is Growing
will have inventory sold with audience targeting
(user level attributes)
87%
will have more than 1/4 of their inventory be audience targeted
48%
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Right Content vs. Right Audience
If you can only pick one, which is most important?
72%
28%
Aud
ienc
e
Bra
nd
90
10
70
30
70
30
71
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Missing Opportunities
have an increase in RFPs that include specific audience segment targeting
66%
of publishers have never seen any RFPs that include some audience segment targeting
3%
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Missing Opportunities
have had to turn down RFPs due to inability to target the requested segment
47%
have not 30%
23% are unsure
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AUDIENCE
Traditional Publisher Definition DSPs / Ad Nets Definition
Defining Audience Selling / Targeting
• Publisher collected data • Based on limited
information • Not sold in real-time
• Robust 3rd Party Data • Enhanced targeting
mechanisms: creative optimization & 3rd party contextual targeting
• Sold via Real-Time Bidding 21
Defining Audience Selling / Targeting
of advertisers prefer to use DSPs and ad networks to target audience
74%
Today’s definition of audience targeting includes 3rd party data because that is what the advertisers want
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It’s Not About Audience vs. Publisher Brand: Advertisers Want Both in a Single Campaign
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Brand Safe Environments
What is your preferred method for purchasing audience campaigns?
Response:
Direct from the Publisher
“Brand safety and relevant content alignment is of utmost importance to our clients.”
#1
Respondent quote from study
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Publishers vs. Intermediaries
What are the benefits of working with a publisher vs. an ad net or DSP?
Respondent quote from study
“More transparency and more trustworthy partner. they have a vested interest in being truthful and keeping direct clients loyal.”
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Combining Brand Value + Audience Targeting will Help Publishers to Meet Market Demand
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Private Marketplaces
Premium Brand
Premium Audience
Making them synonymous again
Today’s definition
with 3rd party data
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Breaking the Technology Barrier
They control RTB budgets
They want direct access
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Private Marketplaces: Publisher Sold & Controlled RTB
Private Marketplaces
Two-way conversation Two-way transparency
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Buyers Want Directly Sold RTB
If publishers could sell RTB directly, what would likely be your preferred method of buying audience targeted inventory? ACROSS ALL
ADVERTISER AND AGENCY
RESPONDENTS
RTB far outweighed Non-RTB for audience buying RTB from the publ isher received s ignificant ly more votes than any other method inc luding RTB from ad nets or DSPs
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Advantage for Buyers
Biggest incentives to buy RTB campaigns direct from publisher vs. DSPs / Ad Nets
Least Important
Most Important
Brand Safe
Guaranteed Placement
Greater Transparency
ACROSS ALL ADVERTISER AND AGENCY
RESPONDENTS
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Would having direct access to RTB from a publisher likely increase your overall RTB budget?
72%
28%
Likely Not likely
74%
26%
62%
38%
Increasing RTB Spend
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Increasing RTB Spend
Why would you increase RTB spend for publisher direct RTB campaigns?
“Having control of exactly which publisher I was running on - with the increased benefit of RTB allowing more efficiency with a quality audience”
Respondent quote from study
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RTB is Still Very Young
Advertisers are adopting RTB faster than publishers
Supply vs. Demand 62% 20%
HAVE USED RTB OPEN INVENTORY TO RTB
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Video Mobile Rich Media Online Standard Online
% of online budget across all buyers (Based on most popular responses)
None 1-10
11-20
21-30
Growth of RTB ad formats 2011
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Growth of RTB ad formats
Video Mobile Rich Media Online Standard Online
2011
Ad format life stage
Not quite born Infant Toddler Early Teen
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Lots of Opportunity for Publishers
• OpenRTB (.info) creating standards across online, mobile, and video
• Programmatic ad buying will increase especially as inventory grows
2011 2015 Majority of
standard units bought via RTB
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• Demand for advanced audience targeting is growing
• Advertisers want the best of both audience targeting and premium brand association
• Publishers, now more than ever, have the ability to combine both to meet market demand
Get the first mover advantage now
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WE TAKE SIDES!
ADVERTISER! PUBLISHER!
Contact Us: Phone: (646) 706-7171 Publishers contact: [email protected] Demand partners contact: [email protected] For General Information: [email protected] www.PubMatic.com California Office: 444 High St. Fourth Floor Palo Alto, CA 94301
New York Office: 100 Vandam St. Third Floor New York, NY 10013
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