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AdTech and the Real Time Future Frederike Voss Country Manager Central Europe AppNexus
Three questions: 1) What is AdTech and why does it matter? 2) How will Real-Time Advertising (RTA) develop in Europe, especially DACH? 3) What does the development of ‘programmatic marketplaces’ mean for Publishers, marketers and agencies?
Welcome
Three questions: 1) What is AdTech and why does it matter? 2) How will Real-Time Advertising (RTA) develop in Europe, especially DACH? 3) What does the development of ‘programmatic marketplaces’ mean for Publishers, marketers and agencies?
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Digital Advertising 2013 – 2017 ($ billions)
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Digital Advertising
$113
Non-Search
$67
2013 $60 Open
Platform
$46 Search
$7 Social
$30 Direct
$30 Indirect
$5 RTA
$25 Non-RTA
Digital Advertising
$177
Non-Search
$118
2017 $105
Open Platform
$57 Search
$13 Social
$31 Direct
$74 Indirect
$21 RTA
$53 Non-RTA
Source: IDC and AppNexus estimates
Programmatic advertising will be a $78B market in 2017
Three questions: 1) What is AdTech and why does it matter? 2) How will Real-Time Advertising (RTA) develop in Europe, especially DACH? 3) What does the development of ‘programmatic marketplaces’ mean for Publishers, marketers and agencies?
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PROGRAMMATIC TECHNOLOGY: Tech that helps buyers evaluate inventory and helps sellers maximize revenue.
PROGRAMMATIC MARKETPLACE: An open place where buyers and sellers use technology to convene for the sale of advertising.
PROGRAMMATIC MARKETPLACES RTA
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AUCTION Marketplace › Real-time auction (RTB)
› Buyer uses audience and technology to take performance risk
› Low risk to seller but context & data undervalued
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› Buyer pays for performance
› Seller trades risk for reward
PERFORMANCE Marketplace
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› Buyer trades upfront payment for guaranteed delivery
› Publisher context, audience, and brand association drive value
› Buyer has full transparency, but limited use to buy-side data
GUARANTEED Marketplace
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› Collaborative › Shared risk for the buyer & seller › Seller context is valuable › Moderate transparency for both
Deals Marketplace
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PUBLISHER INVENTORY
DIRECT DEALS
RTB RTB
PERF PERF
PREMIUM ENDEMIC
QUALITY NON-ENDEMIC
REACH / LONG TAIL
BRAND AWARENESS
BRAND RESPONSE
DIRECT RESPONSE
RTB MARKETER / AGENCY OBJECTIVES
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Three questions: 1) What is AdTech and why does it matter? 2) How will Real-Time Advertising (RTA) develop in Europe, especially DACH? 3) What does the development of ‘programmatic marketplaces’ mean for Publishers, marketers and agencies?
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ONLINE STRUCTURED SURVEY CONDUCTED IN APRIL & MAY 2014 626 RESPONSES IN TOTAL ACROSS EUROPE:
186 marketers 135 media buying agencies 146 advertising agencies 159 publishers
€3Billion oversee
ADVERTISING SPEND
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A robust study of advertisers in DACH • Online structured survey conducted in April and May 2014
• 96 responses: – 15 marketers – 44 media buying agencies – 37 publishers
oversee
€860million advertising spend
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Three Tasks: 1) Marketers to develop RTA sales strategies 2) Agencies to operationalize marketplaces 3) Publishers to offer programmatic inventory
!
Thank you [email protected]
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