RTB Forum - The rise of automated advertising in Belgium
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Leading the Automation of Advertising RTB Forum – Brussels March 27 th 2015 Julien GARDES MD Southern Europe @jgardes
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Transcript of RTB Forum - The rise of automated advertising in Belgium
Leading the Automation of Advertising
RTB Forum – Brussels
March 27th 2015
Julien GARDESMD Southern Europe
@jgardes
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Our mission: Automate the Buying & Selling of advertising
25%
75%
40%
60%
42%
58%
53%
47%
54%46%
Audiweb top 50, Nielsen Top Sites Australia, Nielsen Top 250 France, comScore 100 UK, comScore 100 US
RUBICON PROJECT, A STRONG MARKET LEADER
RUBICON PROJECT IS A TRULY GLOBAL BUSINESS
Launch
INTERNATIONAL
EXPANSION
MOBILE
ACQUISITIONS HIRED
250Rubiconers
5
KEY EVENTS IN 2014
IPO
Leading the Automation of Advertising
MARKET LANDSCAPE
GLOBAL ONGOING GROWTH OF PROGRAMATIC AD SPEND
Digital = 24% of online
admarket in France in
2014
Huge growth / 24% in 2014 & 195M€ being
spent => +66% YoY
Programmatic stoodfor approx. 117M€
or 16% of the display investmentsin 2013 (SRI/PWC)
Source PWC & SRI (Syndicat des Régies Internet)
A LITTLE BENCHMARK FROM YOUR FAVORITE NEIGHBOURS
Shift from an
approach focused
on volumes and
unsold items to
optimizing the
value of each impression
Extension of RTB
to new formats
with video, rich
media, RTB
enabled skins, roadblocks…
Source PWC & SRI (Syndicat des Régies Internet)
TWO MAIN TAKEAWAYS
PREMIUM ADVERTISERS ADOPTING NEW BUYING MECHANISMS
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Premium
Premium
Deals & Orders
Private Exchange
RTB / Open Auction Environment
Remnant / Unsold
Gu
aran
tee
dN
on
-Gu
aran
tee
d$12 +
$0.40 -$4
$4 - $12
$0.10 -$2
RepresentativeeCPMs
Home Page Takeover
Category/Sports ATF
1st Data/ Sports/ 34-
40/Male
ROS ATF/BTF
Audience/ Inventory
FROM REMNANT TO PREMIUM RTB
Shift from an
approach focused
on volumes and
unsold items to
optimizing the
value of each impression
Extension of RTB
to new formats
with rich media,
RTB enabled
skins, roadblocks…
Source PWC & SRI (Syndicat des Régies Internet)
TWO MAIN TAKEAWAYS
Orders–Active Sellers
Oct 2013 Sept 2014
Orders–Active Deals
Oct 2013 Sept 2014
Orders–Active Buyers
Oct 2013 Sept 2014
Orders–Active Advertisers
Oct 2013 Sept 2014
Oct2013
Nov2013
Dec2013
Jan2014
Feb2014
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Apr2014
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Aug2014
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Oct2013
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Jun2014
Jul2014
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Sep2014
Oct2013
Nov2013
Dec2013
Jan2014
Feb2014
Mar2014
Apr2014
May2014
Jun2014
Jul2014
Aug2014
Sep2014
GROWTH OF PMPs– SOUTHERN EUROPE (Belgium included)
RISING STARS : SOUTHERN EUROPE LEADING THE WAY
IAB Rising Stars –Active Sellers
Oct 2013 Sept 2014
Orders–Active Deals
Oct 2013 Sept 2014
IAB Rising Stars –Active Buyers
Oct 2013 Sept 2014
Standard formats vs Rising Stars
IAB Standard IAB Rising Stars
EVOLUTION OF RISING STARS FORMATS – SOUTHERN EUROPE
EXAMPLE OF BRANDING CAMPAIGN
EVOLUTION TOWARDS THE WORLD OF « GUARANTEED »
Conversion
Engagement
Consideration
Awareness$$$
Direct
$$Indirect
$Unsold
Direct Order Automation:
Non-Guaranteed
Open
Auction
Direct Order Automation:
Guaranteed
Private
Auction$17B
$43B
Source: PWC, “Global Entertainment and Media Outlook, 2013-2017” based on sum of display, mobile, online video
WHICH OPPORTUNITY FOR 2015 ?
One last thing….
THE CONCEPT OF UNIFIED AUCTION : A TRUE GAME-CHANGER
Unified Auction
Directcampaigns
✓ OPTIMAL
Daisy Chain
Ad Server
✖ NON OPTIMAL
Daisy chain & passbacks = lost revenues
Optimal Yield & Revenues
PrivateExchanges
RTB &Adnetworks
Directcampaigns
PrivateExchanges
RTB &Adnetworks
Leading the Automation of Advertising
ANNOUNCING EXCHANGE API
EXCHANGE API – PARTNERSHIP WITH ADHESE
UNIFIED: Automating advertising across all inventory, all screens, all formats
PREMIUM: Bringing the world’s most premium buyers and sellers together
FOCUSED: Innovative technology company 100% focused on clients’ success
GLOBAL: Serving buyers and sellers across five continents
A UNIFIED PLATFORM FOR VIDEO, MOBILE AND DESKTOP
THEY TRUST US TODAY IN BELGIUM…
Leading the Automation of Advertising
THANK YOU !
Julien GARDESMD Southern Europe
@jgardes
