everything and anything that lies beyond the screen, via...AGENCY TRADING DESK ADVERTISER / AGENCY ....
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Transcript of everything and anything that lies beyond the screen, via...AGENCY TRADING DESK ADVERTISER / AGENCY ....
INFINTE CONTENT
Million channel universe.
The supply of content will
become effectively infinite.
INFINITE CONTENT
Million channel universe.
The SUPPLY OF CONTENT
will become effectively infinite.
SCREEN CULTURE
Screens will be even more ubiquitous, mobile, cheap, always on, interactive and intuitive. An interface to
everything and anything that lies beyond the screen, via the mobile web and ‘the cloud’.
Where is the market going?
4
“New media owners are
masquerading as
a tech company...”
Sir Martin Sorrell, Financial Times
Digital Media Conference
24 April 2013
Sergey Brin
Mark Zuckerberg
Marissa Mayer
YAHOO!
Jeff Bezos
AMAZON
Jack Dorsey
ADVERTISING SELLING AND BUYING METAMORPHOSIS
FROM
analogic based
on human
relationship
TO
digital based
on technology
interconnection
CHANGE THE PARADIGM
PROVISIONING
AND
DELIVERY
PLANNING
AND
BUYING
What changes
THE MEDIA EVOLUTION
2005 2012
2007
2014 2012 2014
Ad
Networks Ad
Exchanges
Private
Marketplace
Premium
Programmatic
THE NEW ADVERTISING CHAIN
PUBLISHER SSP DSP
AD
NETWORK
AD
EXCHANGE
AGENCY
TRADING
DESK
ADVERTISER
/
AGENCY
PROGRAMMATIC RUMP-UP
+50%
Programmatic Market 2017
15%
Display Market
2014
Share Share
4%
Display Market
2013
Share
PROGRAMMATIC EXPANDS TO EVERY MEDIA
PROGRAMMATIC
WELCOME TO THE REAL TIME ERA
DATA TECHNOLOGY BIDDABLE PROGRAMMATIC
Andrea Di Fonzo
Chief Digital Officer
Giovanna Loi
Head of Digital Trading
In GroupM since February 2014, she
spent 4 years in RCS Media Group as
Head of Digital Advertising Marketing. A
past in Accenture and Ericsson. Master’s
degree in Electronic Engineering
Anna Luti
Head of Biddable Media
& Trading Desk
In GroupM since 2010 where she started
as Senior Consultant in the social team,
she became Head of Search & Social in
2012. A past in Sems/Fullsix and
Endelman, she is graduated in
Communication Science
Giorgio Sahgal
Head of Technology
In GroupM since 2010 as Web Analytics
Manager, he became Head of Operations in
2013. 29 years old, he started his
professional career in Bombay, then moved
to Paris in SeatPG Group and then to Turin
to work in Alpitour Group as Web Analyst.
Bachelor of Arts, Political Science,
Economics, Religious Studies
Andrea De Togni
Head of Data Science
In GroupM since February 2014, he spent
8 years in Tradedoubler starting as
Technical Manager to became Client
Solutions Director. 10 years experience as
developer in different companies, he’s the
“father” of Fantacalcio algorithm. Degree in
Informatics
DATA
DATA PARTNERS
Data is the battlefield.
Our scale makes the difference
EMPOWERMENT
SOCIAL DATA TO
TARGET YOUR
CAMPAIGN
THANKS TO WPP
PARTNERSHIP
TECHNOLOGY
MANIAC, NERD, TALENTED, GEEK TECH GUYS
EXPERTS IN THE TECHNOLOGY LANDSCAPE
LEAD TECHNOLOGY IS OUR MANTRA
EXPERIENCE
TOP PARTNER FOR GOOGLE
DOUBLECLICK AND SIZMEK
(formerly DG) GLOBALLY
ALPHA TESTERS IN ALL NEW
PRODUCTS AND SERVICES
SKILLS
25 DELIVERY
MANIACS WHO
BUILD MEDIA
EFFICIENCY
CONSTANTLY
SCALE
2500 CAMPAIGNS
HANDLED YEARLY
OVER 75 BILLION
IMPRESSIONS
SERVED
MVIDEO
THE SECOND VIDEO ADVERTISING PLATFORM IN
ITALY, JUST BEHIND YOUTUBE, WITH MORE THAN 2
BN VIDEO STREAM DELIVERED IN 2013
URL
URL
MVIDEO
BUT THE FIRST IN TERM OF
POTENTIAL REACH:
WE CAN REACH MORE THAN
26.500.000 Unique Users per month
about 90% COVERAGE
BIDDABLE
Bid has become a popular way for purchasing media
FROM SEARCH ADVERTISING TO BIDDABLE MEDIA
IN THE
BEGINNING
THERE WAS
ONLY
TODAY WE HAVE
ACCESS TO SEVERAL
WALLED GARDENS
The biggest team in Italy
focused on biddable media
45 people working on strategy, delivery
and optimization
Results focused minds
BIDDABLE MEDIA TEAM
PROGRAMMATIC
ASSETS
EFFICIENCY DISCLOSED INVENTORY TECHNOLOGY OPERATIONS DATA
DISCLOSED
MGINE IS A FULLY DISCLOSED PLATFORM
FULLY DISCLOSED ON:
INVENTORY
IN PRE AND
POST
MEDIA
PRICING
INNOVATION AND TECHNOLOGY ARE GOOD ONLY
IF RETURN EFFICIENCY
CAMBIARE SFONDO
EFFICIENCY IS OUR MANTRA
EFFICIENCY
CPM is DEAD
The official and right currency
The only metric is
eCPM
EFFICIENCY
TECHNOLOGY
TWO PARTNERS TO EMPOWER A SOLID PLATFORM
Appnexus technology powers the most
innovative trading solutions and
marketplace for internet advertising.
Fully independent, integrate supply and
Demand Side in an unique platform with a
strong focus on mobile and desktop.
DoubleClick Bid Manager is a next-
generation Demand-side Platform.
Built on Google’s global infrastructure and
fully integrated in DC stack, it re-imagines
programmatic buying to enable agencies
and marketers to buy display media more
effectively and efficiently from a single
platform across exchanges in real time.
PREMIUM PROGRAMMATIC
INVENTORY
AGGIUNGERE SOTTO L’OPENMARKET
FROM VIDEO
PREROLL TO
RICHMEDIA,
FROM BOX TO
SKIN WE
GUARANTEE
ACCESS TO
THEM
FORMATS
INVENTORY
INVENTORY
PYRAMIDE OF BUYING IN THE REAL TIME ERA
Premium
Premium
Private Deal
Programmatic Guaranteed
Private Deals & Private
Auction
Openmarket
Guaranteed
reservation based
1st call
Programmatic
Auction
OPERATIONS
WE MERGE ARTIFICIAL INTELLIGENCE BASED
ON MATH ALGHORITM WITH REALLY FANATIC,
NERD MATH TALENTS
HUMAN + A.I.
XAXIS is the best in class product
for audience buying
XAXIS has invested over
$ 1 BILLION in its platform
XAXIS data more than 40 mio daily cookies
means
the #1 DATA PLAYER in Italy
Performance
Marketing
Agency
Generate
Results
Working on the
Full Marketing
Funnel
WHO WHAT HOW
PR
OD
UC
T O
FFER
A
UD
IENC
E
Tracking and Reporting
DATA
Attribution
SEO
AFF
ILIA
TE
DISPLAYSO
CIA
L
SE
A
Multi-Channel
DMP
GroupM
Audience
3rd party data
1st party data
QMP
Tracking and Reporting
DATA
Attribution
The Quisma Media Platform (QMP) is the core of
adaptive marketing and performance optimization
CUSTOMER JOURNEYS IS THE NEW GAME
TO DRIVE PERFORMANCE
Video Youtube
Targeted Banner RTB
Referral Program Affiliate/SOM
Generic Search Google/Yahoo
Couponing Affiliate/Mobile
Conversion
Optimisation
Reach Banner Display
Facebook Ads Display
Price Comparison
Display/Google/Aff.
Brand Search Bing/Google
Retargeting Display/Affiliate
Awareness Consideration Conversion Loyalty
Pro
spe
cts
Clie
nts
MOBILE
MERGE
&
ACQUISITION
THANKS
