Publisher's Transformation with Programmatic, Digiday Publishing Summit Europe, October 2016

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PROGRAMMATIC 1. Introduction 2. Prisa Portfolio 3. Programmatic Evolution on the Publisher side 4. From PMP Medios to Prisa Programmatic Direct 5. Traditional Purchase and Programmatic team 6. DSP for a Publisher- Audience Extension Strategies 7. Key Points

Transcript of Publisher's Transformation with Programmatic, Digiday Publishing Summit Europe, October 2016

PROGRAMMATIC

1. Introduction

2. Prisa Portfolio

3. Programmatic Evolution on the Publisher side

4. From PMP Medios to Prisa Programmatic Direct

5. Traditional Purchase and Programmatic team

6. DSP for a Publisher- Audience Extension

Strategies

7. Key Points

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Source:TV: KANTAR MEDIA.MAR'16 I PRESS: EGM. LAST MOTH I RADIO: EGM. LAST MOTH

MAGAZINES AND SS.DD.: EGM. ROUTINE FREQUENCY OF EACH SUPPORT I DIGITAL: COMSCORE. MONTHLY DATA MULTIPLATFORM

Unique Users (‘000) 19.202

Pages Viewed (millions) 693

Unique viewers (‘000) 2.639

Video content ('000) 18.916

20172016201520142013

Programmatic is a new word

Display: 9,35%Video: 13%Mobile: 4,32%

What’s next on Programmatic?

Exploring Programmatic

The importance of new technologies

Programmatic is impressively data rich

The automation of ad buying through programmatic buying

SSPAdExchanges

2012

PMP Medios (October 2014) January 2016

GuaranteedPrivate Deals

Private Auction deals

Advertiser

Agency

DSP

DATA

SSP

DATA

Support

PROGRAMMATICPURCHASE

DIRECT PROGRAMMINGNON-PROGRAMMED DIRECT CAMPAIGNS

Traditional campaigns

Brand Days

Traditional rotations

Tag - Adserver

Non-programmed

Programmed campaigns throughtechnology(Trading Desk)

Price type:• Bid or Floor price• Fixed price

Type of agreements:• Deal ID• Private Auction• Preferred Deal• First look• Guaranteed

Campaigns through Data Management Platform

Using Data (1st and 3rd)

Customised audiences based on:

Sociodemog

Intention

Interest

TRADITIONAL PROGRAMMED

GUARANTEEDPREFER DEALS

AUDIENCES

Targeting Criteria

Bebidas16Categorías101Productos

Finanzas8Categorías48Productos

Salud4Categorías36Productos

Automoción10Categorías71Productos

Cars Family Photography

Technology&Arts

InteriorDecoration Lifestyle

Engineering &science

Culture&Art

Outdoor activities

Travel lovers

Gamers

PregnancyHealth &Fitness

Style&Trends

Fashion &Beauty

Entertaiment

Life home

Pets

Analysis insurance

Bank

Realstate &Houses

Entertaiment &celebrities

Gardening &Outdooractivities

PYMES

Cinemalovers Music lovers Food lovers

Jobsearch Rent cars

Business&Finances Sports &viewers

Activeathletes &participants

Environment

AGE

GENDER

INTEREST PROFILES 3rd PARTY

DATACRM

www.fashionandstyle.com

www.modachic.com

www.vestirconestilo.es

www.alaultima.com

www.lujoymoda.com

www.spainandstyle.es

www.coolblue.com

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2. 3.

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Publishers are exploring Opportunities – SSP/ Inventory Strategy/DSPs

Alliances in the Market (PMP/ Aunia)

DMPs/Exploring DATA/ New offers and Programmatic Strategies