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Premium programmatic playing to media owners strengths
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Premium programmatic playing to media owners strengths
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Premium programmatic playing to media owners strengths
Premium programmatic playing to media owners strengths
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Growth of Programmatic buying and the increased sophistication of Ad technologies are presenting media owners with fresh challenges but these should be embraced as the benefits far outweigh the …

Growth of Programmatic buying and the increased sophistication of Ad technologies are presenting media owners with fresh challenges but these should be embraced as the benefits far outweigh the disadvantages. As first party data becomes increasing important media owners need to learn how to present and package custom audience segments to agencies and clients, and the buy side need to rethink what value means and start to buy again on quality and reach not volume and price.

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  • But it is hard to detail our audiences using behavioural terminology.
    Third party data is “intent” driven and generic and not of specific relevance to our (b2b) advertising clients
    but it can be overlayed with existing audience segments to add a degree of targeting
    And made into custom segments, or audiences for our clients
    e.g.Computing registered users + visitors to Autotrader + those who have viewed car ads = qualified high net worth carbuyers
  • Transcript

    • 1. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Premium Programmatic playing to media owners strengths @JohnMNBarnes MD Digital Incisive Media Barcelona | June 2 - 4th, 2014
    • 2. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 …Before the rise of programmatic buying and “audience retargeting” most quality brand media was purchased on a very particular contextual signal! Even if the market didn’t call it that! Back then, “context” was code for a publication or broadcast programme’s brand. And the audience that brand attracted!
    • 3. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013
    • 4. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
    • 5. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 The multi screen world is compounding this as we are not competing for the users attention between content and adverts anymore, but between activity and screens Source Google 2012 Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 6. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 A new definition of context is driving device choice Source Google 2012 Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 7. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 ..and what content we are consuming on what sites, how frequently, for how long each visit and by who!
    • 8. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 BUT what brands are regularly consumed seems less important to advertisers in this programmatic realm!
    • 9. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 For publishers large circulations are increasingly less valuable in this environment, but are essential to build high quality custom audiences, which now command the best prices
    • 10. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013  Rather than assuming users consume digital on different devices in silos, the multi screen world is: ­ Based on a trusted relationship between the publisher and the user, across devices ­ Users will be tracked across devices to close the loop on attribution, and to build better first part data sets ­ Agencies and advertisers cannot know these users are the same person ­ Publishers can ­ Using tools like PPID (publisher provided ID) and MD5#  Our goal is multi­device and multi­channel attibution, with a more engaged and loyal customer, based around the concept of clearly defined and identifiable premium audiences, consuming premium content, in a premium environment, targeted using programmatic premium What does this mean to us? Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 11. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 201311 Understanding who users are, what content they are consuming, on which devices, when in the day, and where and why is now at the heart of our revenue strategy
    • 12. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 The Evolution of Audience buying Private Marketplace 2012 - ? Premium Ad Exchanges 2007 - 2014 Automated Ad Networks 2005 - 2012 Remnant Manual WORKFLOW SUPPLY Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 13. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Most inventory is traded on data! 3rd Party Behavioral 3rd Party assumed intent 1st Party demographic  B2B data has always been more sophisticated than B2C, it is based on actual demographics per user (1st Party)  Because of the historic lack of B2C data, agencies and advertisers think that the current levels of data are sophisticated  We think they are basic, because they are based on assumed intent and historical behaviour, NOT on the user demographics with intent and behaviour overlaid i.e a premium audience! Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 14. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data, the flaw! Johnny Tim George  All three like Sport (particularly Cycling, Cricket and Rugby)  Enjoy air travel, staying in hotels and eating out  Love technology and automobiles, especially supercars such as Ferrari’s Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 15. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data – the solution! Johnny Tim GeorgeJohnny Intender Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 16. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data – the solution! Johnny Tim GeorgeGeorge Behavioural Intender Johnny Intender Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 17. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data – the solution! Johnny Intender Tim Qualified Buyer George Behavioural Intender Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 18. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Re-targeting: Agencies and networks don’t have audiences!  All they can do is target and buy on intent and behaviour  As a result they want volume to minimise risk, and maximise discount, because this approach is wasteful  RTB and programmatic rule in this world  This has forced a separation of editorial and ad space and we have lost the original context of it’s value as a result  Publishers can counter this by overlaying 1st party demographic data, with behaviour and intent and offering a premium programmatic buy, retargeting on and off their sites  This massively improves targeting, reducing volume and increasing value Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 19. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013  Exclusivity and clarity on audiences for the trading desks  Access to budgets dedicated to automated trading opening up a new range of clients  Building premium targeting solutions through 1st and 3rd party data combinations that can be bought programmatically or as PMP deals  Increase advertising efficiency, and drive up price  improve performance and results for clients and house campaigns  BUT Agencies in particular need to see the value in this and pay the higher CPM this sophisticated solution commands The opportunities for publishers to drive higher revenues through premium programmatic are: Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
    • 20. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 So what have we learned?
    • 21. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Operating as a buyer of our own audience is giving us real insight into the quality, uniqueness and value of our data!
    • 22. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 We know through AOP and our own clients research that premium content environments improve the consumers perceptions of advertisers and acts as a driver for better results
    • 23. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 That by releasing more inventory to be bought programmatically, by a wider range of clients, we are exposing them to the benefits our brands bring by restoring the contextual balance of editorial, advertising and audiences, resulting in greater numbers seeking these solutions and the better results they deliver
    • 24. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 …oh , and that CPM is a fatally flawed metric, ‘a Crap Publishing Metric’, that rewards scale, devalues quality and does not reward specialists who spend time, money and expertise building high value audiences
    • 25. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 So to quote John Battelle ‘It is time to get back the context and embrace this premium programmatic sell, it is good for publishers, good for brand marketers and good for the industry! Or to put it more simply get your MOJO back!
    • 26. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 THANK YOU john.barnes@incisivemedia.com twitter.com/johnmnbarnes linkedin.com/in/johnmnbarnes

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