Upload
werbeplanungat-summit
View
57
Download
0
Tags:
Embed Size (px)
Citation preview
4
The Schibsted Journey is filled with innovation and distruptivness
1839
1966 1996 1998 2003
1860
1839
1995 1996 1999 2000 2006 2008 2009 2012 2014
2006-
2005 2006 2007 2009 2010 2013 2014
2000 2015175YEARS
VARIOUS INVESTMENTS BY SCHIBSTED GROWTH
INTERNATIONAL EXPANSION OF ONLINE CLASSIFIEDS
6
The Schibsted Journey is filled with innovation and distruptivness
1839
1966 1996 1998 2003
1860
1839
1995 1996 1999 2000 2006 2008 2009 2012 2014
2006-
2005 2006 2007 2009 2010 2013 2014
2000 2015175YEARS
VARIOUS INVESTMENTS BY SCHIBSTED GROWTH
INTERNATIONAL EXPANSION OF ONLINE CLASSIFIEDS
7
A global Internet giant
• 5 continents – 44 countries
• 200M unique users/ month
• 50 billion page views/ month
• Growing rapidly in emerging markets such as LATAM
Now we engage 200M people
8
We are up against new playersM
arke
tpla
ces
Adve
rtisi
ng
A) Global socialisers B) Global specialists
C) Global players controlling your identity
• In Norway we established a new company outside FINN.no
• Mission: start “a new FINN.no” and challenge us
• Founded by FINN.no
Schibsted is build on innovation, and by challenging our own business
10
Global scale and local strength
GLOBAL SCALEto build the product necessary platforms
LOGGED IN
ADVANCED ANALYTICS
TECH PLATFORMS
FREQUENT NATIONAL REACHSufficient reach on a daily basis
to be top-of-mind
GREAT LOCAL DATACombined data in ecosystems give us the edge
over the American giants
LOCAL STRENGTH
Local newsNational newsMarketplacesSmart services E-commercePersonal financePrice comparison
+ +
How will programmatic influence the sales and marketing discipline?
Programmatic will most likely dominate display sales in 2-4 years time. That is fine, but its not important.
The important is how programmatic will influence the whole sales and marketing discipline.
Programmatic is not about display ads
Its just happens to be that right now, since display ads needed to reinvent their value proposition
Programmatic is a process for how to buy and optimize your media investment based on the data you have or can use, in paid and own channels.
We build a programmatic marketplace to buy display products with tech and data
20
BUYERS
• Media agencies
• Trading desks
• AdvertisersDSP
(demand side platform)
SSP(Sell side platform)
SELLERS
• Media houses
• Marketplaces
DYNAMIC MARKETPLACE
AD-EXCHANGE
TECHNOLOGY
Real Time Bidding is a business model in programmatic
DATA
REAL TIME ALLOCATION
Schibsted programmatic global operation
Schibsted Global Programmatic Operation
Global operation, expertise and support Local presence and customer relationship
4 ways you can buy digital from Schibsted today
Direct deals (DealID)
Private marketplace
Open market Direct sales(Manuel)
Programmatic - Non-guaranteed Guaranteed
Premium products and packages
The buyer need an invitation (Seat ID) to buy the inventory
Inventory bought on RTB - open auction
Non-programmatic manualy
Guaranteed delivery
25
Daily information about buyers decreasing or increasing their spending, makes it easy for sales people to take action
Sales is still important
VOLVO
1 Background
2
3
4 Agreement
Setup
Next step / result
• Mindshare/Volvo wanted to improve campaign result and needed more flexibility and therefore focused on programmatic
• Business review 4 times a year
• Regular meetings for sharing best practice
• Insights from Schibsted on a regular basis
• Common product development
• Focus is on programmatic but with flexibility.
• Includes video, display & mobile. Volvo also can use Schibsted audiences
• Release Rich Media in mobile after the summer
• Look into Native advertising
27
Challenges going forward
Handle the immaturity in the business and adblocks, frauds lack of standards etc.
Use of data and build a holistic platform at scale
Include Programmatic in the sales process and focus on education and learning – both internal and external1
2
3
28
Key takeaways
Think about programmatic as a process for improving your business (not only as a way of buying display ads).
Treat programmatic as a premium offering – not remnant on low prices
Start with a lean set up - use of data, optimization, advanced solution and more stuff will come.
1
2
3