AUTOMATION, INTEGRATION AND EFFECTIVENESS -
PROGRAMMATIC BUYING AND ITS’ FUTURE IN CEE
Marta Klepka, CEE
Digital Director
...
THE STORY BEHIND
PROGRAMMATIC
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
TOO
COMPLEX
TO
MANAGE
MANUALLY
DATA & RTB HAVE SAVED DIGITAL
ADVERTISING
GLOBAL RTB
SPEND
TO INCREASE
266% BY
2015**
GLOBAL
DISPLAY
SPEND TO
INCREASE
70....
ONLINE DISPLAY HID SERIOUS
INEFFICIENCIES
Source: Rubicon Project
PUBLISHERS
HAVE ALLOWED
DISPLAY TO
BECOME
COMMODITISED
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Real time bidding (RTB) brings back the productivity
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Bu...
But programmatic is more than just RTB
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Reservation
type...
1990’s
Today
Advertisers purchase
majority of inventory
through publishers
directly
Agency Trading
Desks grow into
centers...
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
AUDIENCE ON
DEMAND
Considerable global expertise
440 BILLION
IMPRESSIONS
GLOBALLY
GROWTH
RATE
OF 160%
LIVE IN 42
MARKETS
2,652
CLIENTS
110,00...
Key points of differentiation
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Programmatic
All ads boug...
Security in VivaKi Verified
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Data providers are put thro...
Pioneering in the area of Private Marketplaces
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
 First ...
Pairing inventory with publisher data
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Demographics
Life...
AOD works across both
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
BRAND
DIRECT
RESPONSE
Awareness
Intent
Desire
Action
Source: Elias St. Elmo Lewis
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Idea...
Building audiences through 3rd party data
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Age 18-34
Ear...
Scaling through audience lookalike modeling
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Algorithmic...
Retargeting using programmatic
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Awareness
Intent
Desire
...
Retargeting is more than just messaging
site visitors
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
L...
Retarget users who
have viewed an
advertiser owned video
or YouTube channel
Segment users by
whether they have
subscribes,...
DO YOU CEE
PROGRAMMATIC?
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
The global growth of RTB
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Source: MAGNA GLOBAL, Oct 14, ...
5% 5%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Poland Czech Republic Russia
Share of RTB adspends in digital
2012 2013 2014
Has ...
Local Strategy and Sales Centralized Activation
Centre
AOD brings best of local and global know-how
 Local Buying Team
 ...
Major local media working with AOD
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
AOD Russia price optimisation
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
100
48
100
15
100
25
STAN...
AOD Poland case for banking sector
 Goal
Performance campaign generating
maximum leads for cash loan
 Strategy
Usage of ...
THE FUTURE …
IS NOW
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
PARTNERSHIP
APPROACH
Source: DoubleClick blog
PREMIUM
INVENTORY
Source: Smart adserver blog
TRADING GOES
PROGRAMMATIC
Source: Nativemobile.com
Questions?
marta.klepka@vivaki.com
@martaklepka
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Automation, integration and effectiveness - Programmatic Buying and its future in CEE - presentation from iForum conference, Kiev 2014

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24.04.2014 Ukrainian forum of internet, Kiev
Subject: "Automation, integration and effectiveness - Programmatic Buying and its future in CEE".
Short description: Automated buying and selling, RTB, DSP, Big Data – a lot of hype, plenty of work to do and even more potential to grow digital advertising. Marta Klepka, CEE Digital Director for Publicis Groupe will talk about the future of so called “programmatic market” in Central and Eastern Europe, including Ukraine. http://2014.iforum.ua/

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Automation, integration and effectiveness - Programmatic Buying and its future in CEE - presentation from iForum conference, Kiev 2014

  1. 1. AUTOMATION, INTEGRATION AND EFFECTIVENESS - PROGRAMMATIC BUYING AND ITS’ FUTURE IN CEE Marta Klepka, CEE Digital Director Publicis Groupe
  2. 2. THE STORY BEHIND PROGRAMMATIC © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  3. 3. TOO COMPLEX TO MANAGE MANUALLY
  4. 4. DATA & RTB HAVE SAVED DIGITAL ADVERTISING GLOBAL RTB SPEND TO INCREASE 266% BY 2015** GLOBAL DISPLAY SPEND TO INCREASE 70.4% BY 2015* *Source: ZenithOptimedia **Source: IDC
  5. 5. ONLINE DISPLAY HID SERIOUS INEFFICIENCIES Source: Rubicon Project
  6. 6. PUBLISHERS HAVE ALLOWED DISPLAY TO BECOME COMMODITISED © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  7. 7. Real time bidding (RTB) brings back the productivity © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Bulk buying inventory Old world (pre AOD) Real-time bidding New world (since AOD)
  8. 8. But programmatic is more than just RTB © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Reservation type Pricing Participation Terminology Reserved Unreserved Unreserved Unreserved Fixed Fixed RTB RTB One buyer One buyer All buyers Select buyers Programmatic guaranteed Programmatic premium Programmatic direct Programmatic reserved Private marketplace Preferred deals Private access First look Open exchange Open marketplace Private marketplace Private auction Closed auction Private access Automated guaranteed Unreserved fixed rate Open auction Invitation only auction Buy type
  9. 9. 1990’s Today Advertisers purchase majority of inventory through publishers directly Agency Trading Desks grow into centers of display- buying expertise Programmatic inventory scales to private exchanges and programmatic premium Ad Exchanges emerge to address marketplace inefficiencies Ad Networks consolidate longtail and remnant inventory Demand Side Platforms (DPSs) access exchange inventory in single environment Each display market goes through an evolution © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  10. 10. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. AUDIENCE ON DEMAND
  11. 11. Considerable global expertise 440 BILLION IMPRESSIONS GLOBALLY GROWTH RATE OF 160% LIVE IN 42 MARKETS 2,652 CLIENTS 110,000+ CAMPAIGNS © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  12. 12. Key points of differentiation © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Programmatic All ads bought programmatically, specifically for each individual advertiser 100% Scale, reach and quality Sites available, private marketplaces, VivaKi Verified 130k Data policy No data is shared between clients under any circumstances Technology Proprietary analytics, licenced leading bid management tools Transparency Full publisher list/bid price/remarketing strategy visibility
  13. 13. Security in VivaKi Verified © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Data providers are put through a legal & technical vetting process to ensure capabilities, brand safety and OBA compliance Websites undergo human and technology inspections to confirm adherence to industry safety standards. Technology providers go through a 300+ point inspection process and pilot testing to validate existence of mission-critical criteria and platform functionality Data Media Technology VivaKi Verified is a certification process developed by AOD in June 2010 indicating a partner has been thoroughly vetted and meets AOD’s standards of performance and transparency
  14. 14. Pioneering in the area of Private Marketplaces © 2014. All rights reserved. VivaKi. Proprietary and Confidential.  First look access  Lower floor prices  High impact creative sizes  Restricted auctions  Specific placements on a site  Coupled with publisher data
  15. 15. Pairing inventory with publisher data © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Demographics Lifestyle Category shoppers In-market Brand Real time first party publisher data Gender Families, Dad’s Technology shoppers (dozens of top level retail categories) In-market for laptop, tablet… (hundreds of in-market audiences) In-market for Acer… (thousands of brands)
  16. 16. AOD works across both © 2014. All rights reserved. VivaKi. Proprietary and Confidential. BRAND DIRECT RESPONSE
  17. 17. Awareness Intent Desire Action Source: Elias St. Elmo Lewis Awareness Intent Desire Action Likes Recommends Advocates Ideally use programmatic throughout the funnel © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Brand blasts High impact formats Native advertising Video and mobile awareness Keyword contextual targeting 3rd party audience buying Lookalike modelling Retargeting Retention targeting Social engagement
  18. 18. Building audiences through 3rd party data © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Age 18-34 Early adopter Income £30-50k Bikes to work Likes apple products Wears glasses High school educated Pop culture obsessed Male Hipster Tech enthusiast Publisher data Awareness Intent Desire Action Likes Recommends Advocates
  19. 19. Scaling through audience lookalike modeling © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Algorithmic profiling Male Tech enthusiast Pop culture obsessed Income £30-50k Hipster High school educated Likes apple products Age 18-34 Bikes to work Wears glasses Early adopter Awareness Intent Desire Action Likes Recommends Advocates
  20. 20. Retargeting using programmatic © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Awareness Intent Desire Action Likes Recommends Advocates Homepage Low frequency Low bid Landing pages Low frequency Low bid Generic pages Medium frequency Medium bid Brand message Brand message Choose a product High frequency High bid Choose an option High frequency High bid Accessories High frequency High bid Basket Max frequency Max bid Checkout Max frequency Max bid Excluded Existing customers Excluded Confirmation page Brand message Product specific Call to action Call to action Option specific Acc. specific
  21. 21. Retargeting is more than just messaging site visitors © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Likes Recommends Advocates Awareness Intent Desire Action VOD 3rd party sites www.
  22. 22. Retarget users who have viewed an advertiser owned video or YouTube channel Segment users by whether they have subscribes, liked or disliked the content YouTube video retargeting © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Awareness Intent Desire Action Likes Recommends Advocates
  23. 23. DO YOU CEE PROGRAMMATIC? © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  24. 24. The global growth of RTB © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: MAGNA GLOBAL, Oct 14, 2013 11% 19% 28% 34% 41% 47% 52% 89% 81% 72% 66% 59% 53% 48% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 2015 2016 2017 Total US display ad share spend RTB Direct buys
  25. 25. 5% 5% 15% 0% 2% 4% 6% 8% 10% 12% 14% 16% Poland Czech Republic Russia Share of RTB adspends in digital 2012 2013 2014 Has started in CEE © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: Publicis Groupe agencies local estimation
  26. 26. Local Strategy and Sales Centralized Activation Centre AOD brings best of local and global know-how  Local Buying Team  Dedicated offer per market segment and individual Client  Data providers specific to market  Local benchmarks  EMEA Hub in Amsterdam  Managed by top European Specialist  9 talents/ 11 markets / 6 nationalities / 8 languages © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  27. 27. Major local media working with AOD © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  28. 28. AOD Russia price optimisation © 2014. All rights reserved. VivaKi. Proprietary and Confidential. 100 48 100 15 100 25 STANDARD BUYING AOD COST PER CLICK PRICE COMPARISON Run on Network Targeted Retargeting
  29. 29. AOD Poland case for banking sector  Goal Performance campaign generating maximum leads for cash loan  Strategy Usage of remarketing lists of potential clients who seen the form, but didn’t fill it in, also ads were targeted to those who have seen branding campaign  Results AOD campaign had 61% lower leads costs that in other CPM activations © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  30. 30. THE FUTURE … IS NOW © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  31. 31. PARTNERSHIP APPROACH Source: DoubleClick blog
  32. 32. PREMIUM INVENTORY Source: Smart adserver blog
  33. 33. TRADING GOES PROGRAMMATIC Source: Nativemobile.com
  34. 34. Questions? marta.klepka@vivaki.com @martaklepka

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