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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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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 …

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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  • 1. AUTOMATION, INTEGRATION AND EFFECTIVENESS - PROGRAMMATIC BUYING AND ITS’ FUTURE IN CEE Marta Klepka, CEE Digital Director Publicis Groupe
  • 2. THE STORY BEHIND PROGRAMMATIC © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  • 3. TOO COMPLEX TO MANAGE MANUALLY
  • 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. ONLINE DISPLAY HID SERIOUS INEFFICIENCIES Source: Rubicon Project
  • 6. PUBLISHERS HAVE ALLOWED DISPLAY TO BECOME COMMODITISED © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  • 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. 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. 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. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. AUDIENCE ON DEMAND
  • 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. 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. 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. 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. 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. AOD works across both © 2014. All rights reserved. VivaKi. Proprietary and Confidential. BRAND DIRECT RESPONSE
  • 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. 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. 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. 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. 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. 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. DO YOU CEE PROGRAMMATIC? © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  • 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. 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. 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. Major local media working with AOD © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  • 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. 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. THE FUTURE … IS NOW © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  • 31. PARTNERSHIP APPROACH Source: DoubleClick blog
  • 32. PREMIUM INVENTORY Source: Smart adserver blog
  • 33. TRADING GOES PROGRAMMATIC Source: Nativemobile.com
  • 34. Questions? marta.klepka@vivaki.com @martaklepka