Werbeplanung.at SUMMIT 16 – The Future of Advertising is Automation – Matthias Schenk (Rubicon...
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Transcript of Werbeplanung.at SUMMIT 16 – The Future of Advertising is Automation – Matthias Schenk (Rubicon...
In the 1960s, Advertisingwas Broadcast…
1Ad for Family of Five
Device
Ad Blasted toMillions of People
PlannedMONTHS
In Advance
5Ads for Family of Five
Devices
Individually Targeted Ads
Delivered inREAL-TIME
Today, We Experience 1000s of Ads per Day. Real-Time is Necessary.
PHONE
SPREADSHEET
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Why Automation for the Advertising Industry?
Source: internal and customer data
B
U
Y
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R
40 Manual Steps!
Advertising is a business driven bybrilliant and creative people.
Rubicon Project exists to AUTOMATE the buying and selling of ALL advertising so the people in advertising can get back to being
brilliant and creative.
(FINANCE) (TRAVEL) (RETAIL) (ADVERTISING)
High ValueInventory
$$$$2013+
Mid Market$$
Low ValueInventory 2007 - 2012
AU
TO
MA
TI
ON
Automation Evolution: Arrived in High Value
Big US Companies building Silos around their Data & Inventory
Even more dramatic with Consumers shifting to Mobile (=main traffic on US Apps)
Trend 2: Silos & Walled Gardens
“To face up to global competition (Google,Facebook etc) individually, we are weak.Even if we are competitors as publishers,the value we gain from working together isso great that the compromise is worth it.”
- Matej Novak, MD, CPEX
“Three years from its launch, La PlaceMedia has gone from strength to strength.Independent governance combined withsolid backing across all levels of ourpublisher members’ business are keyfactors in our success.”
- Arthur Millet, MD, La Place Media
Trend 2: Premium Publishers pooling Data
Trend 3: Mobile
BY 2018, MOBILE WILL TAKE 66% OF THE GLOBAL DIGITAL AD SPEND
DESKTOP WILL BE JUST 34%
Trend 3: How to utilise the “First Screen”?
Ø Utilise Mobile Formats (Vertical Video, Native)Ø Location to model completely new AudiencesØ Make use of Cross-Device TrackingØ Integrated Planning (TV – Mobile – DOoH)
TV & CINEMA
Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)
PRINT: even Print is being automated
Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)
RADIO: Uplifts in Targeted Audio
36% Uplift in Purchase Consideration:
83% Uplift in Intention to Visit Store:
Cases with Spotify Audio Ads: Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)
DOoH: Value of Automation
Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)
RESPONSE TO BRIEF
PLAN ITERATION
OPTIONING BOOKING PRODUCTION QA REPORTING AND AUDITING
87%
INSERTION ORDER WORKFLOW54 hrs 45 mins
BITPOSTER AUTOMATED GUARANTEE WORKFLOW3 hrs 45 mins
EFFICIENCY SAVINGS
Bitposter Analysis
RUBICON PROJECT: A unified Marketplace
Rubicon connected Campaign Case: “Rubicon Project: The Future of Automation” (find at YouTube)
#1Largest
independent marketplace
5TRBid requests per
month
$1BNManaged revenue in
2015*
+700Rubicon Project
employees globally
#1Largest
independent global mobile ad exchange
#1International
marketplace for inventory quality**
+1BNPeople connected
globally
+18BN Transactions per
week
Source: *Rubicon Project, 2015 Earnings Call**The Pixalate Global Seller Trust Index
THANK YOU!
Contact: [email protected]