Rubicon - Online publishers survey

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  • 1. Online Publishers SurveyIn association with the Rubicon Project

2. Methodology Online survey in August and September 2011 Second Online Publishers Survey Report (first one in2009) Almost 1,000 online advertising professionals, including Over 400 advertiser and agency respondents Nearly 500 online publishers, sales houses and rep firms North America is the best represented region in thesurvey, followed by the UKNote: A separate Online Advertisers Survey Report was published in September 2011.| 2 | Online Publishers Survey 2011 3. Executive Summary and HighlightsThis is Econsultancys second Online Publishers Survey Report, carried out in associationwith the Rubicon Project.This research is supported by the AOP, IAB Europe, IAB UK and IAB France.The research, which has been supported by the AOP, IAB Europe, IAB UK and IAB France, isbased on a survey of nearly 500 online publishers, sales houses and rep firms. The findings arepresented globally, with key charts broken down for North America and Europe.The research, which follows a similar study published two years ago, shows a positivecommercial environment for publishers globally, with three-quarters of respondents sayingtheir online display advertising revenues have gone up in the last year, compared to 53% whenwe asked the same question in 2009. The vast majority of publishers surveyed say their rate card prices have either gone upsince last year (40%) or stayed the same (46%). Only 14% of respondents say they havedecreased. Publishers in North America are more likely than their European counterparts to say thatrate card prices have increased in the last year 46% of North American respondentscompared to 36% in Europe.| 3 | Online Publishers Survey 2011 4. Executive Summary and HighlightsThe study, examines the impact of real-time bidding (RTB) and the increasinglyprominent role played by supply-side platforms (SSPs), online advertising exchangesand trading desks. Some 44% of publishers sell display inventory on an RTB basis, increasing to 49% inNorth America (compared to 41% in Europe). On average, globally, 17% of displayadvertising revenue comes from RTB, increasing to 26% for remnant revenue. On average, real-time bidding has given publishers 20% uplift on their remnantrevenue. Publishers cite the main benefits of working with supply-side platforms as the ability toopen up inventory to RTB (58%), incremental revenue (54%) and extraction of greatervalue from inventory (48%). One in 10 publishers say they have a private ad exchange live, with a further 35%saying they are planning one. More than three-quarters (78%) of publishers thatimplemented a private ad exchange say that this has resulted in demonstrable revenueand a positive lift on yield.| 4 | Online Publishers Survey 2011 5. Executive Summary and HighlightsAs was also seen in the Online Advertisers Survey Report published in September 2011, adnetworks continue to play an important role in the online advertising ecosystem. Around two-thirds (66%) of publishers surveyed sell inventory through onlineadvertising networks. Three-quarters (74%) of publishers in the US and Canada sellthrough ad networks, compared to 61% in Europe. In 2009, around three out of five publishers (62%) worked with one or two networks. Thereis a trend towards increased use of networks, with the vast majority (76%) working with atleast three networks this year. More than a quarter (28%) of respondents say they are working with fewer networksthan they were a year ago, up from 11% when we asked the same question in 2009.However, the majority of publishers indicate they are working with more ad networks(33%) or the same number of network partners (39%). On average, globally, 29% of display advertising revenue comes from ad networks(34% in North America and 20% in Europe), down from 33% in 2009.| 5 | Online Publishers Survey 2011 6. Executive Summary and HighlightsThe research also looks at the level of understanding and concerns about data privacylaws, with a focus on the expected impact on revenue. Around half of publishers (49%) are worried about changes to privacy laws, including 6%who are very worried. Over a fifth (21%) of publishers said their businesses had a poor understanding of dataprivacy law and its implications. Understanding is even worse in North America, with aquarter of publishers reporting poor understanding (compared to 18% in Europe). Just under half of publishers (45%) expect changes to data privacy laws to have asignificant negative (5%) or minor negative (40%) impact on their revenue. Slightlymore European publishers expect the impact to be significantly negative 7%compared to 4% in the US and Canada. A quarter of publishers are already compliant with the Online Behavioural Advertisingframework and a further 31% say they plan to be within six months. However,worryingly, 23% of Europeans and 19% of North American respondents have no plansto comply.| 6 | Online Publishers Survey 2011 7. Executive Summary and HighlightsThe report also looks at the extent to which publishers are offering a range of differenttargeting techniques to increase the value of inventory on their web properties. Just under three-quarters (71%) of publishers are offering geographic targeting, whileover half (55%) offer targeting based on demographic data. The next most commonly offered methods of targeting are time-targeting / day-parting(51%), behavioural data (41%) and profile / log-in data (30%). Behavioural targetingwas among the least used techniques in 2009, but its use has gone up in the last twoyears, driven by an increased focus on audience-based buying and RTB. Only 6% of European publishers allow advertisers to target using third-party data,compared to a fifth in North America.| 7 | Online Publishers Survey 2011 8. Executive Summary and HighlightsThis report also contains the findings of a separate survey of online advertisingnetworks, which explored their use of real-time bidding and the extent to whichnetworks invest in RTB technology. Some 37% of networks are using RTB for both buying and selling. Around a third(31%) are using RTB just for buying, while 7% are using it just for selling. Around a third (29%) of ad networks surveyed say they use a supply-side platformexclusively for real-time bidding. More than half of ad networks are investing in real-time bidding technology, with justunder a third (29%) investing in their own technology and a further (15%) using acombination of proprietary and third-party technology. A quarter of networks (24%)surveyed rely on third-party technology.| 8 | Online Publishers Survey 2011 9. Publisher Findings| 9| Course Title 10. Online revenue and charging| 10| Course Title 11. Has your revenue from online display advertising gone up or downin the last year?80%73%70%60%53%50%40%30% 27%20%20%13%14%10% 0%Increased DecreasedStayed the same20092011 Econsultancy / Rubicon Project Online Publishers Survey 2011| 11 | Online Publishers Survey 2011 12. Regional breakdown Has your revenue from online displayadvertising gone up or down in the last year?80%72% 73%70%60%50%40%30%20% 18% 15%12%10%10% 0%Increased DecreasedStayed the same US / Canada Europe Econsultancy / Rubicon Project Online Publishers Survey 2011| 12 | Online Publishers Survey 2011 13. Rate card prices| 13| Course Title 14. Have your rate card prices for online display gone up or down inthe last year?70% 61%60%50% 46% 40%40%30%22%20%17% 14%10% 0%IncreasedDecreased Stayed the same 2009 2011 Econsultancy / Rubicon Project Online Publishers Survey 2011| 14 | Online Publishers Survey 2011 15. Regional breakdown Have your rate card prices for online displaygone up or down in the last year?60% 49%50%46% 42%40%36%30%20%14% 12%10% 0%IncreasedDecreased Stayed the sameUS / Canada EuropeEconsultancy / Rubicon Project Online Publishers Survey 2011| 15 | Online Publishers Survey 2011 16. Use of ad serving platforms| 16| Course Title 17. Which ad serving platform do you use?50%47%45%40%35%30%25%20% 16%15% 11%10%9%6% 5% 4% 3%2%2% 0% DoubleClickIn-houseADTECH OpenX24/7 Real Smart Atlas TradeDoubler Other(Dart fortechnologyMedia (Open AdServer publishers) Ad Stream) Econsultancy / Rubicon Project Online Publishers Survey 2011| 17 | Online Publishers Survey 2011 18. Regional breakdown Which ad serving platform do you use?70%60%57% 49%50%40%30%20% 14% 11% 11%12% 9%10% 7% 6% 5% 6% 3% 3% 2% 2%2%0% 0% 0% DoubleClickIn-houseOpenX24/7 RealADTECHAtlasSmart TradeDoublerOther(Dart fortechnology Media (Open AdServer publishers)Ad Stream)US / Canada EuropeEconsultancy / Rubicon Project Online Publishers Survey 2011| 18 | Online Publishers Survey 2011 19. Display inventory sold on a real-time bidding basis| 19| Course Title 20. Is any of your display inventory sold on an RTB basis?44% 56% Yes No Econsultancy / Rubicon Project Online Publishers Survey 2011| 20 | Online Publishers Survey 2011 21. Regional breakdown Is any of your display inventory sold on areal-time bidding (RTB) basis?70%60%59%51%50%49% 41%40%30%20%10% 0% YesNo US / Canada EuropeEconsultancy / Rubicon Project Online Publishers Survey 2011| 21 | Online Publishers Survey 2011 22. Proportion of remnant display revenue coming from RTB| 22| Course Title 23. Approximately what percentage of your remnant displayadvertising revenue comes from RTB? Average Global 26% US / Canada31% Europe 22%| 23 | Online Publishers Survey 2011 24. Approximately what percentage of your remnant displayadvertising revenue comes from RTB?40%35%34%30%25% 20%20%15%13% 12%10%7% 5%4% 4%2%1% 1% 0%1-10%11-20%21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100%Econsultancy / Rubicon Project Online Publishers Survey 2011| 24 | Online Publishers Survey 2011 25. Regional breakdown Approximately what percentage of yourremnant display advertising revenue comes from RTB?45% 41%40%35%30% 25%25% 23%20%19% 17%15%14% 11%10%9% 8% 7% 7%5% 5% 3% 3%