20140704 wer braucht noch agenturen app nexus voss
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AdTech and the Real Time Future Frederike Voss Country Manager Central Europe AppNexus
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Wer braucht noch Agenturen? Die Krux mit dem Digitalen: Technologisierung und Automatisation sind Trends, die zunehmend das Geschäftsmodell von Mediaagenturen in Frage stellen. Von Beratung können sie nicht leben, der Einkauf von Inventar wandert ins Netz und bricht als Erlösquelle weg. Die Kunden haben sich digital stark professionalisiert und bilden klassisches Media-Know-How im eigenen Unternehmen ab. Welche Konsequenzen ergeben sich daraus? Und: trifft es nur die Agenturen? Was bedeutet das für die gesamte Ökosystem Werbewirtschaft? Eine Diskussion.
Transcript of 20140704 wer braucht noch agenturen app nexus voss
AdTech and the Real Time Future Frederike Voss Country Manager Central Europe AppNexus
Three questions: 1) What is AdTech and why does it matter? 2) How will Real-Time Advertising (RTA) develop in Europe, especially DACH? 3) What does the development of ‘programmatic marketplaces’ mean for Publishers, marketers and agencies?
Welcome
Three questions: 1) What is AdTech and why does it matter? 2) How will Real-Time Advertising (RTA) develop in Europe, especially DACH? 3) What does the development of ‘programmatic marketplaces’ mean for Publishers, marketers and agencies?
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Digital Advertising 2013 – 2017 ($ billions)
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Digital Advertising
$113
Non-Search
$67
2013 $60 Open
Platform
$46 Search
$7 Social
$30 Direct
$30 Indirect
$5 RTA
$25 Non-RTA
Digital Advertising
$177
Non-Search
$118
2017 $105
Open Platform
$57 Search
$13 Social
$31 Direct
$74 Indirect
$21 RTA
$53 Non-RTA
Source: IDC and AppNexus estimates
Programmatic advertising will be a $78B market in 2017
Three questions: 1) What is AdTech and why does it matter? 2) How will Real-Time Advertising (RTA) develop in Europe, especially DACH? 3) What does the development of ‘programmatic marketplaces’ mean for Publishers, marketers and agencies?
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PROGRAMMATIC TECHNOLOGY: Tech that helps buyers evaluate inventory and helps sellers maximize revenue.
PROGRAMMATIC MARKETPLACE: An open place where buyers and sellers use technology to convene for the sale of advertising.
PROGRAMMATIC MARKETPLACES RTA
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AUCTION Marketplace › Real-time auction (RTB)
› Buyer uses audience and technology to take performance risk
› Low risk to seller but context & data undervalued
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› Buyer pays for performance
› Seller trades risk for reward
PERFORMANCE Marketplace
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› Buyer trades upfront payment for guaranteed delivery
› Publisher context, audience, and brand association drive value
› Buyer has full transparency, but limited use to buy-side data
GUARANTEED Marketplace
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› Collaborative › Shared risk for the buyer & seller › Seller context is valuable › Moderate transparency for both
Deals Marketplace
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PUBLISHER INVENTORY
DIRECT DEALS
RTB RTB
PERF PERF
PREMIUM ENDEMIC
QUALITY NON-ENDEMIC
REACH / LONG TAIL
BRAND AWARENESS
BRAND RESPONSE
DIRECT RESPONSE
RTB MARKETER / AGENCY OBJECTIVES
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Three questions: 1) What is AdTech and why does it matter? 2) How will Real-Time Advertising (RTA) develop in Europe, especially DACH? 3) What does the development of ‘programmatic marketplaces’ mean for Publishers, marketers and agencies?
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ONLINE STRUCTURED SURVEY CONDUCTED IN APRIL & MAY 2014 626 RESPONSES IN TOTAL ACROSS EUROPE:
186 marketers 135 media buying agencies 146 advertising agencies 159 publishers
€3Billion oversee
ADVERTISING SPEND
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A robust study of advertisers in DACH • Online structured survey conducted in April and May 2014
• 96 responses: – 15 marketers – 44 media buying agencies – 37 publishers
oversee
€860million advertising spend
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Three Tasks: 1) Marketers to develop RTA sales strategies 2) Agencies to operationalize marketplaces 3) Publishers to offer programmatic inventory
!
Thank you [email protected]
