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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