How Absolut found value in Programmatic, WTF Programmatic, December 2016
Todd Tran - Iab Italia – Associazione dedicata all'advertising ...€¦ · Todd Tran Global SVP...
Transcript of Todd Tran - Iab Italia – Associazione dedicata all'advertising ...€¦ · Todd Tran Global SVP...
Source: Censuswide Research, Jan 2015
74% of people find being forced to watch video ads before video content
ruins the online experience
Users do not like forced advertising
Source: Mediametrie / Nielsen July 2014
Premium video inventory is scarce
OF ONLINE VIDEO INVENTORY
IS PREMUIM
5%
Teads is the inventor of outstream With inRead, an award-winning format*
*IPA Media owner survey 2014, IAB recognized format
• Pricing Model: CPCV, CPV, CPM
• Guaranteed Delivery • Premium Editorial Publishers
Managed Services • Pricing Model: CPM • Priority access • Quality Editorial
Inventory
Deal ID • Pricing Model: CPM • Auction-based • Quality Editorial
Inventory
Open Exchange
Buy the way you want
U.S. Programmatic Spend U.S. Programmatic Spend
2013 2014 2015 2016
$2.9
$0.1
$3.8 $4.9
$1.4
$6.5
$2.9
$7.1
$3.1
$7.5
$6.8
$1.1
$2.0 $4.9
$3.9
$0.5
Desktop Display
Mobile
2018 2017
Forecast: Real-Time Bidding Digital Ad Sales (U.S)
Video
0%
10%
20%
30%
40%
50%
2012 2013 2014 2015 2016 2017
UK
France
Italy
Spain
Germany
Programmatic as % of video ad spend in the EU 5
EU5 Programmatic penetration
Source: HIS, Video Goes Programmatic: Forecasting the European online video advertising landscape, 2013
“The reason why is that it creates more value. It creates value for the consumers, and therefore creates value for the publisher and for the advertisers/brands. It enables you to more precisely target, and do it at a very valuable price, and then get a nice business lift from it.” Marc Pritchard, CMO, P&G
Procter & Gamble Aims to Buy 70% of Digital Ads Programatically Other Marketers Likely to follow P&G’s Example
Source: www.eMarketer.com
US Mobile Programmatic Display Ad Spending, 2013-2016 Billions, % Change and % of total mobile display ad spending
Mobile Programmatic?