Digiday Exchange: isocket Workshop: "Programmatic Buying Beyond RTB"
The Role Programmatic Technology Plays in the User Experience - Digiday Programmatic Rome, 11/12/15
Transcript of The Role Programmatic Technology Plays in the User Experience - Digiday Programmatic Rome, 11/12/15
Competition Versus Priority In Our Fast Growing Industry
Stress And Pressure To Get Quick Results While Education Is Lacking
Publish, agencies and tech
What Happens
Ad tsunami’s on profiled visitors Bad quality advertisers
Programmatic Technology Could Play A Positive Role In The User Experience
Challenge To Apply Effective Programmatic Technology Better
Metrics As A Natural Enemy Of UX
Creatives Can Be Winners
Rewarding good creatives: small return or publisher paid on programmatic
I’m Losing Time On These
How I’m Working On A More Improved UX
Building a sustainable proposition Quality over quantity
Use Your Best Inventory For Programmatic
100% Programmatic
6 Competing Demand Sources To Increase Quality
1. Programmatic trading + total transparancy (RTB, Programmatic) 2. Direct sales (non-guaranteed, no ratecard, manual sales) 3. VI Marketing premium subscriptions (max € 2,30 CPM, targeted and capped) 4. Partnerships (max € 1,00 CPM, targeted) 5. VI Marketing standard subsriptions and magazine webshop (max € 0,90 CPM, targeted and capped or € 0,40 CPM ros, capped) 6. Webshop (VI travel, football related merchandise) (max € 0,30 CPM argeted and capped, or max € 0,20 CPM ros) 7. Charity (€ 0,00 CPM)
Revenue Growth
+30% increase on RTB revenue 10% increase on total digital revenues
Takeaways:
• Earning the most revenue today doesn’t mean earning the most long term
• Reward partners using good creatives • Be transparent, help advertisers get the best results