ADTECH&DATA - Tendências em programático - Mobile e Cross Device - Sell side
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Transcript of ADTECH&DATA - Tendências em programático - Mobile e Cross Device - Sell side
SÉRGIO MARIA GOOGLE
TENDÊNCIAS EM PROGRAMÁTICO MOBILE E CROSS-DEVICES
Direct marketers cut waste and can target at scale
banners on desktop
Programmatic goes direct Brand gets power / efficiency of
audience at scale
+ premium
Multi-screen Multi-environment
Cross-device New formats
+ video, mobile
Real-time Bidding powers audience buying
Wave 3: Programma-c extends everywhere
Publishers create the moments that matter
Publishers to connect advertisers with consumers
Mobile dominates user time spent
Google Confidential & Proprietary Source: comScore media metrix multi-platform & mobile metrix, US, March 2013 - June 2014
Mobile overtakes Desktop
Mobile App overtakes Desktop
Time spent with Video
11% CAGR
-1.8% CAGR
TV Digital Video
All video growth is digital
Google Confidential & Proprietary Source: eMarketer, April 2015
Digital video growth is mobile
37% CAGR
-1.8% CAGR
7.8% CAGR
Desktop/Laptop Other connected devices Mobile
Google Confidential & Proprietary Source: eMarketer, April 2015
IN THE SPOTLIGHT: TRENDS TO WATCH
MAXIMIZE EVERY IMPRESSION
PROGRAMMATIC AND DISPLAY… AND MOBILE… AND VIDEO
PROGRAMMATIC DIRECT AND GUARANTEED
PLATFORM CONSOLIDATION
1 2 3 4
PLATFORM CONSOLIDATION
IN THE SPOTLIGHT: TRENDS TO WATCH
BCG conducted an independent study to understand the impact of programmatic revenue and best practices
Determined largest drivers of revenue Distinguished programmatic activities that add value from those that detract value Identified best practices for programmatic success
Source: h9ps://www.bcgperspec-ves.com/content/ar-cles/media-‐entertainment-‐marke-ng-‐programma-c-‐path-‐profit-‐publishers/
Simplifying onto a single stack improves performance
Discrepancies for unified stack vs. 3-10% in non-unified stack <0.5%
Uplift in revenue for pubs using EDA
12%
SSP is more efficient due to reduced ad ops overhead
1
The study determined that publishers can outperform the market by following four key steps
Adopt a cross-channel data-driven
strategy
Segment & match inventory with buyers
Assemble the right technology
Develop go-to-market & analytic capabilities
Publishers can maximize revenues by analyzing advertiser and user data in order to develop a clear view of the propositions that sell best on each channel
Publishers can significantly enhance the value they deliver to advertisers by using both dialogue and data to build a clear understanding of buyer preferences
Assembling the right “stack” is critical to revenue generation, since the stack provides access to advertiser demand as well as tools, algorithms and options for maximizing revenues
Publishers are already developing their teams in such critical functions as proposition development and pricing, sales, and analytic yield management
The right technology enables publishers to drive revenue growth and increase operational efficiencies
+10% +24% +30%
More impressions Higher CPMs More
efficiency
A single stack* increases opera-onal efficiencies by 30%+
All publishers in the study
Publishers using a single stack
Best-in-class publisher using a single stack
Non-value-adding activities
Value-adding activities
-30% -60%
* Single stack denotes a technology set-up with one ad server and one SSP ** Typical monthly activities include monitoring & optimisation, reporting, billing and creative review; exclude time spent setting up individual programmatic deals
● Programmatic teams spend a lot of time on non-value add activities -- on average, spending only 19% of their time on value-adding activity
● Publishers using a single stack spend up to 60% less time on programmatic activities
A unified plaIorm increases CPMs by up to 24%
• BCG analysis found that Enhanced Dynamic Allocation increases CPMs on average by 12%
and up to 24%
DoubleClick’s Enhanced Dynamic Allocation provides robust decisioning capabilities and
ensures demand prioritisation across direct and programmatic
Enhanced Dynamic Allocation available only on DoubleClick’s unified sell-side platform
+12%
+24%
Average Programmatic CPMs
MAXIMIZE EVERY IMPRESSION
IN THE SPOTLIGHT: TRENDS TO WATCH
Google Confidential & Proprietary
Advertisers are looking for the right moment
Google Confidential & Proprietary Google Confidential & Proprietary
Competition drives up yield
Google Confidential & Proprietary
Reducing competition risks yield
Demand is no longer exists in silos, it comes from everywhere
Once upon a time: two demand sources
Yesterday: a middle ground opened up Today: any given buyer &
channel might be best for any given user moment
Segmenta-on is a weak founda-on for revenue growth
Fixed allocation leaves money on the table
Manual yield management is inefficient
First-look deals lock out competition
Programma-c is not just about remnant inventory
Awareness Consideration Favorability Intent Purchase
Upper Funnel Lower Funnel
Brand Performance
Today
Future Programmatic Reservation, Direct, Open
Reservation Buys
Reserv. Buys
Programmatic
PROGRAMMATIC DIRECT AND GUARANTEED
IN THE SPOTLIGHT: TRENDS TO WATCH
New deal types to support publishers
Open Auction Hundreds of buyers competing
Private Auctions Invitation only auctions
Preferred Deals Fixed price, one-to-one deals
Traditional tag-based Guaranteed, direct deals
Exclusive & Negotiated Open & Liquid
New deal types to support publishers
Open Auction Hundreds of buyers competing
Private Auctions Invitation only auctions
Preferred Deals Fixed price, one-to-one deals
Traditional tag-based Guaranteed, direct deals
Exclusive & Negotiated Open & Liquid
Programmatic Guaranteed Programmatic, guaranteed, direct deals
Programmatic direct deals
The power of programmatic, the CPMs of direct, and a workflow all it’s own
Google Confidential & Proprietary
Programmatic Guaranteed sees CPMs 10x to 20x open auction 3x to 4x preferred deals and private auctions
Google Confidential & Proprietary
PROGRAMMATIC AND DISPLAY… AND MOBILE…
AND VIDEO
IN THE SPOTLIGHT: TRENDS TO WATCH
98% % of 18-34 year-olds that reported using each device to watch video content in daily video diaries
Smartphone
56% Computer
19% Tablet
81% TV
18-‐34 year-‐olds default to their smartphones to watch video
Planning for TV Buying has Become Complex
A mone-za-on solu-on for all devices and formats -‐-‐ across the web and mobile apps
Trafficking Inventory Forecasting Reporting
Targeting Creatives Google Third-party DIRECT SALES INDIRECT SALES
Comprehensive cross-platform solution to help you accelerate your digital ad operations and generate even greater returns
Obrigado [email protected]