ADTECH$DATA - Desafios de um publisher para se conectar em programático.
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Transcript of ADTECH$DATA - Desafios de um publisher para se conectar em programático.
Fernando Narcio
Regional Manager, Latin America
@ PubMatic
5 Thought-Driving Trends in Media
1. Follow the Consumer
2. Empower Publishers
3. Inspire Buyer Confidence
4. Role of Technology
5. Look Beyond the Horizon
5 Thought Drivers
1. Follow the Consumer
2. Empower Publishers
3. Inspire Buyer Confidence
4. Role of Technology
5. Look Beyond the Horizon
5 Thought Drivers
Content is KingRelevance
Follow the Consumer…
More Connected Devices Per Person
More Time Spent with Media Per Day
More Ad Impressions Seen Per Day
Advertisers Continues to Follow Consumers into Digital
2015 2020E 2035E
Global Ad Spending, Digital vs. Non-Digital($ in Billions)
Global Non-Digital Advertising (-6% CAGR)
Global Digital Advertising (12% CAGR)
21%
79%
36%
64%90%
10%
2015
$30B
2035
$1.1Trillion
Programmatic Spend
$7
21 $9
71
$1
,50
0
Sources: IDC, Magna Global, Zenith Optimedia, eMarketer and PubMatic Analysis
Ad Dollars Follow Digital & Mobile EyeballsAdvertisers coming to terms with consumers’ shifting consumption habits
$0,6 $1,4$2,4
$4,1
$6,3
$8,1
$5,5$6,8
$8,1$9,6
$11,1$12,7
2013 2014 2015 2016E 2017E 2018E
LatAm Digital & Mobile Ad Spend ($ in Billions)
Mobile
Total Digital
Sources: Mobile – eMarketer (Mar. 2015), Programmatic – eMarketer (Mar. 2015)
1. Follow the Consumer
2. Empower Publishers
3. Inspire Buyer Confidence
4. Role of Technology
5. Look Beyond the Horizon
5 Thought Drivers
REACH
FREQUENCY
DURATION
REQUIRED TECHNOLOGY FOUNDATION
Companies that are successful in extending theircapabilities early will win disproportionate share
Requirements for Success
DATAHOLISTIC
INVENTORY MANAGEMENT
OPTIMIZATION & CONTROL
REPORTING & ANALYTICS
Make Your Impressions Stand Out
1. Follow the Consumer
2. Empower Publishers
3. Inspire Buyer Confidence
4. Role of Technology
5. Look Beyond the Horizon
5 Thought Drivers
Concerns: Ad Fraud, Ad Blocking, and Viewability
Ad Quality Concern Driven by Ad Fraud
Source: WhiteOps (Dec. 2014), Integral Ad Science (Apr. 2015)
Global advertisers will lose
$6.3 billion to bots in 2015
4.0%
All Publishers
16.5%
Networks & Exchanges
% of Ads Affected by Ad Fraud
Ad Availability Concern Driven by Ad Blocking
Source: PageFair (June 2015)
Alone could have lost up to
$6.6 billion from
AdBlock in 2014
2%
10%
10%
10%
20%
20%
30%
Middle East & Africa
US
AsiaPac
Latin America
Canada
Western Europe
Central & Eastern Europe
Estimated Ad Blocking Adoption Rates, by Region
Latin America
Ad Value Concern Driven by Viewability
80% of ads seen for
1-2 seconds with
50%+ of the ad loadedwas deemed VIEWABLE
In a Media Rating Council (MRC)
analysis of billions of impressions…
% of Ads that are Viewable
All Publishers
Networks & Exchanges
Source: Integral Ad Science (April 2015)
1. Follow the Consumer
2. Empower Publishers
3. Inspire Buyer Confidence
4. Role of Technology
5. Look Beyond the Horizon
5 Thought Drivers
Publisher Journey
Technology is Required For Success in Media
This means automating the publisher’s marketing value chain—everything from identifying a new buyer, qualifying that buyer, nurturing buyer relationships, converting a sale and identifying future opportunities to upsell and cross-sell.
Obviously, these are not new concepts. However, doing them successfully millions of times a week and in real-time is only possible when enabled by technology.
ID Opportunities Qualify Nurture Convert Grow
Marketing Automation is RequiredOpportunity
Identification Qualification Planning Conversion Growth
Publishers Need to Identify Potential New Advertiser Relationships
Publishers Need to Qualify Target Audiences & Placements for Advertisers
Publishers Need Inventory Packaging and Negotiation
Publishers Need IO Generation & Trafficking of Campaigns
Publishers Need to Identify New Cross-Screen, Cross-Channel Opportunities
The Good and Bad of Multiple Partners
20
Advantages Challenges
A tiered pricing strategy (leads to higher fill rates, value for inventory)
First look inventory is sold arbitrarily (risk of overexposing and devaluing inventory)
Create more competition for your inventory from potential new partners
Ad quality concerns(sources of fraud, imperfect block-lists)
Diversify partner revenue streams and ad-serving opportunities
Low visibility and no single source of truth from data
Free to take advantage of market changes and emerging technology
Slower page loads, poor ad UX and lost impressions
Key questions for your tech partner
Whose best interests are being served?
Is your partner focused on innovating the tech you need?
Is your forward visibility their highest priority?
Is their platform proposition truly holistic or a point solution?
Does their business model make them a vendor or a partner?
1. Follow the Consumer
2. Empower Publishers
3. Inspire Buyer Confidence
4. Role of Technology
5. Look Beyond the Horizon
5 Thought Drivers
Growing Need to Simplify the Stack
22%
25%
17%
15%
21%
15%
20%
14%
20%
31%
5 or fewer
5-10 vendors
11-20 vendors
21-30 vendors
30+ vendors
20152012
51%of organizations use more than
20 vendors
Actionable Insights Are Your Competitive Advantage
25%
37%
44%
47%
47%
Real-time reporting
Advanced customerbehavior analytics
Dashboards
Cross-channelview of results
Prescriptive andpredictive analytics
Source: Gartner (2014), Regalix (Mar. 2015)
85% of marketing organizations are
leveraging analytics data to measure marketing effectiveness
Media companies spend 11% of their
marketing budget on analytics
Top Needs from a Marketing Software Provider
• Follow the “hyper-connected” consumer and increase relevancy
• Deploy technology to understand and anticipate consumer needs
• Address buyer concerns
• Automate your marketing value chain
• Simplify the stack and use data to stay ahead
Key Takeaways
1. Follow the Consumer
2. Empower Publishers
3. Inspire Buyer Confidence
4. Role of Technology
5. Look Beyond the Horizon
5 Thought Drivers