thinkLA AdU Grad: RTB/Programmatic - Advertising Automation 101
Transcript of thinkLA AdU Grad: RTB/Programmatic - Advertising Automation 101
Advertising Automation 101
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Advertising is last frontier of large markets yet to become automatedAgenda
• Welcome – Ed Carey
• Programmatic Landscape – Trent Beckley & Michael Gellar
• Buyer Perspective – Elvin Kawasaki, Initiative
• Seller Perspective – Jennifer Dodez, Edmunds.com
Ed CareyVP, National Sales
Rubicon Project
Trent BeckleyDirector, West Coast Sales,
Buyer Cloud
Rubicon Project
Michael GellarSr. Director - Central, West &
Canada Head of Sales, Buyer Cloud
Rubicon Project
Elvin KawasakiVP Digital Group
Account Director
Initiative
Jennifer DodezAccount Director
Programmatic Solutions
Edmunds.com
Advertising is last frontier of large markets yet to become automatedAdvertising: Last Frontier Of Large Markets Yet To Become Automated
Why we are all here? Why is this important?
All Marketplaces Mature From Unsold To Premium
IPG Mediabrands(Magna Global)
WPP Group(Xaxis)
Omnicom(Accuen Media)
Havas Media(Affiperf)
How much of each ad dollar the trading desks have already
automated, and how much they expect to automate in 2015:
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Automation 101
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How the world looks
without automation
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Legacy Advertising “Automation”: People Powered by Excel Spreadsheets
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Automation
=RTB + Programmatic + Workflow
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• Open Marketplace allows buyers to purchase media on an audience
basis through cookie-based targeting
• Private Marketplaces (PMP) allows publishers to leverage
programmatic technologies while maintaining a direct relationship with
agencies, advertisers, trade desks and other programmatic buyers
using a “Deal ID” to transact
• Benefits of Private Marketplaces Control
Transparency
Access
Open Marketplace vs. Private Marketplace
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What is Real Time Bidding?
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Source: IAB
Programmatic Transactions from Advertiser to Publisher
How the auction works:
The Future Of Seller Storefronts
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GOALS:• Always-on
• Reallocate FTE hours to higher ROI
activities – like creating better content
SOLUTION:• 20+ hand selected premium publishers
• Execute buys in under 2 days
• Eliminated insertion orders (IO), emails, RFPs and
phone calls
RESULTS:• Achieved 100% of campaign performance
goals programmatically
• Reallocated FTE hours to higher ROI
activities
Case Study: A Leading Digital Entertainment Provider
Why are they adopting?
• More $$$$
• Tech is ready
• Expand sales channel
• Data/Audience
• Consolidation
• ROI
Buyers Sellers
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The Big Spenders Are Changing The Way They Spend
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Elvin Kawasaki
Initiative
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• One of the biggest inhibitors of programmatic growth has been education
• As marketers, educate yourself to make informed decisions
• Ask questions: Who?
Why?
When?
How?
WTF (about me)?!
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Who?
Ecosystem is not complicated, but…
• Transitional buying options make for
clutter
• Constant demand for new
technology solutions like attribution
and data management
• Consolidation
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Why?
What is the No. 1 reason that an advertiser or
agency would buy programmatically vs. direct
with publisher?
• There are a lot of reasons why programmatic
technology is powerful.. but
• The real value for advertisers is being able to
buy individual impressions based on the value
of those customers you want to reach – right
impression at the right time
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When?
When shouldn’t you buy your media
programmatically?
• When buying custom that isn’t done at
scale or isn’t connected through
programmatic channels
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How?
How can someone differentiate themselves in a programmatic marketplace
when media is becoming more and more commoditized?
• You have to do your research to ensure a partner has access to a broad
scope of capabilities that might meet your business objectives
• Adopt a culture of testing
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WTF (about me)?!
• Will programmatic technology put media planners and buyers out of work?
• Is programmatic technology a threat to the agency business model?
• If programmatic technology is supposed to make things more efficient, why
does it seem so complicated and difficult?
• Who are the biggest winners and losers as media gets bought and sold
programmatically?
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Jennifer Dodez
Edmunds.com
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Go-To-Market Approach & Strategy
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Marketing 101
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THE FOUR P’S
PRODUCT: What inventory will be included?
• All unsold inventory
• Platforms: Desktop, Mobile, Tablet
• Standard IAB sizes
• Rising stars
• Homepage inventory
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PRODUCT: What type of Programmatic products will
you offer?
• Open Exchange
• Preferred Deals
• Private Marketplace
• Data
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PRODUCT: Our Strategy
Launch against all products to
capture the full potential
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PRODUCT: Our StrategyOpen Exchange
• Run of Site inventory at the Platform and Size level
• Impressions available to most Advertisers
• Impressions are Semi-transparent/Blind
• No Homepage inventory
• Most Advertisers accepted
• Capture re-targeting budgets that would otherwise not be targeted
• “Always-on”
Preferred Deals
• Impressions at a negotiated fixed CPM
• Priority serving – best inventory
• Access to new ad sizes (Rising Stars)
• One-to-One relationship
• Selected set of Advertisers – typically endemic and near endemic
Private Marketplace
• Carve out special inventory sets exclusively for an Advertiser
• Allow use of our 1st party data
• Allow full transparency of impressions
• Typically our largest direct advertisers
• Most similar to a direct buy
TECHNOLOGY
PRICE: How do I price out my inventory?
• Price by ad size & platform
• Price by Advertiser
• Best Practice: Develop Rate Card
Biggest Challenge: Does programmatic mean lower CPMs?
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You are in control.
You are in control.
Be Confident
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PRICE: How do I price out my inventory?
• Launch first with an Open Exchange – set a low floor and
let the market decide the value
• Launch with floors at the advertiser level/categories and
then adjust
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PRICE: Our Strategy
Open Exchange
• Launched high and then reduced CPMs to maximize fill rate
• Established Rate Cards by Advertiser category
Preferred Deals
Private Exchanges
• Established Rate Cards by Inventory type
• Use a consultative approach and adjust strategy by
Advertiser
• Supply/Demand
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PROMOTION: Who will sell our programmatic offering?
• Programmatic-specific sales staff
• Direct sales staff adds programmatic to their product offering
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PROMOTION: How will we sell our programmatic offering?
• Develop target audience
• Education: Direct Sales staff should be educated and
empowered to sell programmatic
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PROMOTION: Our Strategy - Who?
Open Exchange
Preferred Deals
Private Exchange
Programmatic Specialist
With
Direct Sales Account Director
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PROMOTION: Our Strategy - How?
Open Exchange
Preferred Deals
Private Exchange
Target Audience:
Direct clients
DSPs
Near endemic
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PLACE: Where will I put my impressions?
• Choose your Ad Exchange / Demand Partner
• How many partners will I work with?
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PLACE: Our Strategy
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Contact
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Ed Carey
Michael Gellar
Trent Beckley
Elvin Kawasaki
Jennifer Dodez