programmatic buying: een update

2

Sanoma trading

ADAPT strategy3

Manual sales Programmatic buying

Publisher plaatst uiting op site (guaranteed)

Op basis van technologie wordt een uiting geserveerd

(non guaranteed)

Adverteerder Adverteerder

direct via media bureau

direct via DSP*/ third party

veiling

let us explain how it works

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auction = wel automationautomation = niet auction

5

RTB = wel automatedautomated = niet RTB

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Wereldwijde RTB display advertentie markt in $ miljoenen(inclusief rich display, mobile en video)

2010 2011 2012 2013 2014 2015 2016 2017

$404 $1,382

$2,697

$4,488

$6,726

$9,865

$14,498

$20,820

programmatic buying groeit hard

Source: IDC (2013)

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2013 20140%

10%

20%

30%

40%

50%

60%

55%

45%45%

55%

Direct RTB

direct vs RTB binnen ADAPT

2008

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bulk naar 1-op-1

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transparantie

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mobile & tablet

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Media consumptie tijd VS 2009 - 2013

Source: emarketer/ Business Intelligence – August 2013 in US

TV Online Radio Print Other Mobile0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

45%

25%

17%

9%7%

4%

44%

26%

16%

8% 8%6%

43%

26%

15%

7% 7%9%

42%

26%

14%

6%5%

12%

38%

20%

12%

4%5%

20%

2009 2010 2011 2012 2013

inventory verschuift naar mobile & tablet

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VS advertentie markt in $ miljard

$ 0

$ 100

$ 150

$ 200

$ 50

other

desktop

mobile

Source: Business Insider – Future of Digital 2013

1995 20122011201020092008200720062005200420032002200120001999199819971996

mediaspend is relatief laag

“Everyone’s talking about mobile but no one’s come up with a business model for it yet. There are yield, targeting and

reporting issues. We’ve got to crack it because lots of publishers are seeing their inventory

disappear onto mobile.” MD, Digital Network

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video

16 Bron: The programmatic Economy by Improve Digital

programmatic verkochte inventory

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rich media

18 Bron: The programmatic Economy by Improve Digital

type display via programmatic

19 Bron: The programmatic Economy by Improve Digital

Specifiek gese-lecteerd22%

Alle inven-tory 78%

geselecteerde inventory

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alles kan programmatic ingezet worden

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programmatic premium

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data

24 Bron: The programmatic Economy by Improve Digital

welke data wordt momenteel toegevoegd?

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search

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saleshouses & affiliates

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agencies

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client trading desk

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uitgevers & exploitanten

30 Bron: The programmatic Economy by Improve Digital

“As a newspaper it’s been hard forus to adjust, so we need the help.We don’t have the resources to

bring it in-house because our salesteam is small, but that’s the same

reason why we will eventuallybenefit from it: we won’t need ahuge sales team if we’re trading

programmatically.”Digital Trading Manager, Publisher

toegevoegde waarde

31 Bron: The programmatic Economy by Improve Digital

uitgevers & toekomst

32 Bron: The programmatic Economy by Improve Digital

wat is er dan nodig?

33

direct sales vs programmatic

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what about this guy?

“In five years our sales force will bemore like a marketing agencyworking with brands on bigger

partnerships. Everything else will beRTB”

Digital Trading Director, Publisher

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cross device

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viewability

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attributie

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radio, tv...

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@sebashartog

nl.linkedin.com/in/shartog/

Sebastiaan.hartog@sanoma.com