adtech&data - tendências em programático - mobile e cross device - sell side

SÉRGIO MARIA GOOGLE

TENDÊNCIAS EM PROGRAMÁTICO MOBILE E CROSS-DEVICES

Direct marketers cut waste and can target at scale

banners on desktop

Programmatic goes direct Brand gets power / efficiency of

audience at scale

+ premium

Multi-screen Multi-environment

Cross-device New formats

+ video, mobile

Real-time Bidding powers audience buying

Wave 3: Programma-c extends everywhere

Publishers create the moments that matter

Publishers to connect advertisers with consumers

Mobile dominates user time spent

Google Confidential & Proprietary Source: comScore media metrix multi-platform & mobile metrix, US, March 2013 - June 2014

Mobile overtakes Desktop

Mobile App overtakes Desktop

Time spent with Video

11% CAGR

-1.8% CAGR

TV Digital Video

All video growth is digital

Google Confidential & Proprietary Source: eMarketer, April 2015

Digital video growth is mobile

37% CAGR

-1.8% CAGR

7.8% CAGR

Desktop/Laptop Other connected devices Mobile

Google Confidential & Proprietary Source: eMarketer, April 2015

IN THE SPOTLIGHT: TRENDS TO WATCH

MAXIMIZE EVERY IMPRESSION

PROGRAMMATIC AND DISPLAY… AND MOBILE… AND VIDEO

PROGRAMMATIC DIRECT AND GUARANTEED

PLATFORM CONSOLIDATION

1 2 3 4

PLATFORM CONSOLIDATION


BCG conducted an independent study to understand the impact of programmatic revenue and best practices

Determined largest drivers of revenue Distinguished programmatic activities that add value from those that detract value Identified best practices for programmatic success

Source: h9ps://www.bcgperspec-ves.com/content/ar-cles/media-‐entertainment-‐marke-ng-‐programma-c-‐path-‐profit-‐publishers/

Simplifying onto a single stack improves performance

Discrepancies for unified stack vs. 3-10% in non-unified stack <0.5%

Uplift in revenue for pubs using EDA

12%

SSP is more efficient due to reduced ad ops overhead

1

The study determined that publishers can outperform the market by following four key steps

Adopt a cross-channel data-driven

strategy

Segment & match inventory with buyers

Assemble the right technology

Develop go-to-market & analytic capabilities

Publishers can maximize revenues by analyzing advertiser and user data in order to develop a clear view of the propositions that sell best on each channel

Publishers can significantly enhance the value they deliver to advertisers by using both dialogue and data to build a clear understanding of buyer preferences

Assembling the right “stack” is critical to revenue generation, since the stack provides access to advertiser demand as well as tools, algorithms and options for maximizing revenues

Publishers are already developing their teams in such critical functions as proposition development and pricing, sales, and analytic yield management

The right technology enables publishers to drive revenue growth and increase operational efficiencies

+10% +24% +30%

More impressions Higher CPMs More

efficiency

A single stack* increases opera-onal efficiencies by 30%+

All publishers in the study

Publishers using a single stack

Best-in-class publisher using a single stack

Non-value-adding activities

Value-adding activities

-30% -60%

* Single stack denotes a technology set-up with one ad server and one SSP ** Typical monthly activities include monitoring & optimisation, reporting, billing and creative review; exclude time spent setting up individual programmatic deals

●  Programmatic teams spend a lot of time on non-value add activities -- on average, spending only 19% of their time on value-adding activity

●  Publishers using a single stack spend up to 60% less time on programmatic activities

A unified plaIorm increases CPMs by up to 24%

•  BCG analysis found that Enhanced Dynamic Allocation increases CPMs on average by 12%

and up to 24%

DoubleClick’s Enhanced Dynamic Allocation provides robust decisioning capabilities and

ensures demand prioritisation across direct and programmatic

Enhanced Dynamic Allocation available only on DoubleClick’s unified sell-side platform

+12%

+24%

Average Programmatic CPMs

MAXIMIZE EVERY IMPRESSION


Google Confidential & Proprietary

Advertisers are looking for the right moment

Google Confidential & Proprietary Google Confidential & Proprietary

Competition drives up yield


Reducing competition risks yield

Demand is no longer exists in silos, it comes from everywhere

Once upon a time: two demand sources

Yesterday: a middle ground opened up Today: any given buyer &

channel might be best for any given user moment

Segmenta-on is a weak founda-on for revenue growth

Fixed allocation leaves money on the table

Manual yield management is inefficient

First-look deals lock out competition

Programma-c is not just about remnant inventory

Awareness Consideration Favorability Intent Purchase

Upper Funnel Lower Funnel

Brand Performance

Today

Future Programmatic Reservation, Direct, Open

Reservation Buys

Reserv. Buys

Programmatic

PROGRAMMATIC DIRECT AND GUARANTEED


New deal types to support publishers

Open Auction Hundreds of buyers competing

Private Auctions Invitation only auctions

Preferred Deals Fixed price, one-to-one deals

Traditional tag-based Guaranteed, direct deals

Exclusive & Negotiated Open & Liquid

New deal types to support publishers

Open Auction Hundreds of buyers competing

Private Auctions Invitation only auctions

Preferred Deals Fixed price, one-to-one deals

Traditional tag-based Guaranteed, direct deals

Exclusive & Negotiated Open & Liquid

Programmatic Guaranteed Programmatic, guaranteed, direct deals

Programmatic direct deals

The power of programmatic, the CPMs of direct, and a workflow all it’s own


Programmatic Guaranteed sees CPMs 10x to 20x open auction 3x to 4x preferred deals and private auctions


PROGRAMMATIC AND DISPLAY… AND MOBILE…

AND VIDEO


98% % of 18-34 year-olds that reported using each device to watch video content in daily video diaries

Smartphone

56% Computer

19% Tablet

81% TV

18-‐34 year-‐olds default to their smartphones to watch video

Planning for TV Buying has Become Complex

A mone-za-on solu-on for all devices and formats -‐-‐ across the web and mobile apps

Trafficking Inventory Forecasting Reporting

Targeting Creatives Google Third-party DIRECT SALES INDIRECT SALES

Comprehensive cross-platform solution to help you accelerate your digital ad operations and generate even greater returns

Obrigado [email protected]

adtech&data - tendências em programático - mobile e cross device - sell side

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