Three Ways Benchmarking Data Can Save the Day for Publishers (Infographic)
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Only 25% of media analytics professionals are very satisfied with their benchmarking solutions.* The benchmarking available in PubMatic Analytics allows publishers to assess competitive peers in order to compare how their programmatic inventory is performing. Benchmarking Data for Publishers Save the Day Three Ways can PubMatic’s industry-first benchmarking insights allow publishers to identify new potential advertiser relationships, better understand the value of their inventory and keep track of their relative performance across platforms and devices. To find out more email [email protected] * Source: Forrester Custom Research for PubMatic, n=110 media analytics professionals (May 2015) A T a l e of T wo P u b l i s h e r s B e n c h m a r k i n g In si gh t s s av e t h e d a y Publisher One Publisher Two USES THE COMPETITIVE BENCHMARKING OFFERED BY PUBMATIC PREMIUM ANALYTICS DOESN’T HAVE ACCESS TO COMPETITIVE BENCHMARKING INSIGHTS C H A L L E N G E O N E CRO wants to aggressively pursue new programmatic advertisers Uses benchmarking to identify advertisers spending with competitive publishers, and then creates target list of new advertisers to approach. Establishes task force and has several ongoing meetings to create advertiser target list based on informal research and internal opinions. C H A L L E N G E T W O Both publishers experience a 15% decline in eCPM over previous two weeks Benchmarking insights show that a specific advertiser is reducing spend across all peer publishers. Publisher #1 proactively contacts advertiser to assess needs for increasing spend. Has several meetings to determine why eCPM has declined, modifies packages, but unsure whether changes will normalize eCPM rate. C H A L L E N G E T H R E E Both publishers want to assess if they are fully realizing value of their mobile inventory Benchmarking insights show that mobile app eCPM are 20% below average of competitors. Publisher #1 raises eCPM for mobile app inventory packages, which increases overall revenue. Unknowingly underperforms with mobile app inventory compared to peers, and doesn’t take action for several quarters. PubMatic is the marketing automation software company that powers the advertising strategy of premium publishers. Through workflow automation, real time analytics and yield management, PubMatic enables publishers to make smarter, faster decisions that drive revenue and streamline operations. The company's software solution provides a global roster of comScore publishers with a single view into their advertiser relationships across every screen, every channel and every format. PubMatic was ranked by Deloitte as one of the fastest growing companies in the US Internet sector for the third consecutive year in 2014. The company has offices worldwide, and is headquartered in Redwood City, California.
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Transcript of Three Ways Benchmarking Data Can Save the Day for Publishers (Infographic)
Only 25% of media analytics professionals are very satisfied with their benchmarking solutions.* The benchmarking available in PubMatic Analytics allows publishers to assess competitive peers in order to compare how their programmatic inventory is performing.
Benchmarking Data
for PublishersSave the Day
Three Ways
can
PubMatic’s industry-first benchmarking insights allow publishers to identify new potential advertiser relationships, better understand the value of their inventory and keep track of their relative performance across platforms and devices. To find out more email [email protected]
* Source: Forrester Custom Research for PubMatic, n=110 media analytics professionals (May 2015)
A Tale of Two Publishers
Benchmarking Insights save the day
Publisher One Publisher TwoUSES
THE COMPETITIVE BENCHMARKING OFFERED BY
PUBMATIC PREMIUM ANALYTICS
DOESN’T HAVE ACCESS TO COMPETITIVE
BENCHMARKING INSIGHTS
CH
ALLENGE O
NE
CRO wants to aggressively pursue new programmatic advertisers
Uses benchmarking to identify advertisers spending with competitive publishers, and then creates target list
of new advertisers to approach.
Establishes task force and has several ongoing meetings to create advertiser target list based on informal research
and internal opinions.
CH
ALLENGE TWO
Both publishers experience a 15% decline in eCPM
over previous two weeks
Benchmarking insights show that a specific advertiser is reducing spend across all
peer publishers. Publisher #1 proactively
contacts advertiser to assess needs for increasing spend.
Has several meetings to determine why eCPM has declined, modifies packages, but unsure whether changes will normalize eCPM rate.
CH
ALLENGE THRE
E
Both publishers want to assess if they are fully realizing value of their
mobile inventory
Benchmarking insights show that mobile app eCPM
are 20% below average of competitors.
Publisher #1 raises eCPM for mobile app inventory
packages, which increases overall revenue.
Unknowingly underperforms with mobile app inventory
compared to peers, and doesn’t take action
for several quarters.
PubMatic is the marketing automation software company that powers the advertising strategy of premium publishers. Through workflow automation, real time analytics and yield management, PubMatic
enables publishers to make smarter, faster decisions that drive revenue and streamline operations. The company's software solution provides a global roster of comScore publishers with a single view into their
advertiser relationships across every screen, every channel and every format. PubMatic was ranked by Deloitte as one of the fastest growing companies in the US Internet sector for the third consecutive
year in 2014. The company has offices worldwide, and is headquartered in Redwood City, California.
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