Making Sense of Programmatic Buying - Nexage - Todd Tran

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Making Sense of Programmatic Buying

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Making Sense of Programmatic Buying - Nexage - Todd Tran

  1. 1. The Mobile Programmatic Opportunity Todd Tran Managing Director, Europe
  2. 2. – 2 – The Mobile Opportunity
  3. 3. Mobile takes center screen Mobile takes 47% of screen time, led by smart phone use – 3 –
  4. 4. Mobile takes center screen – 4 – Smart phones are the leading media across the majority of the day
  5. 5. – 5 – Mobile: the first screen? “Yahoo’s future is mobile and we are delivering our products mobile first.” Marissa Mayer, CEO, Yahoo “The new rule is mobile first; mobile first is everything.” Eric Schmidt, CEO, Google “Mobile is everyone's job. Everything we need to do needs to be mobile and that includes monetization.” Mark Zuckerberg, CEO, Facebook “Twitter is now a Mobile-first company, says CEO” FT reports on Twitter’s strategy
  6. 6. – 6 – Mobile ads have greater impact
  7. 7. Mobile is becoming the strategic channel for digital – 7 – $0   $10   $20   $30   $40   $50   $60   $70   $80   2013   2014   2015   2016   2017   TV Mobile Online Print Source: emarketer, December 2013;
  8. 8. UK Mobile Ad Spend - 2013 – 8 – £1 billion
  9. 9. Brand Spend Taking Flight – 9 – Source: emarketer, December 2013; Nexage  $0    $5    $10    $15    $20    $25    $30   2013   2014   2015   2016   2017   Brand  spend   Game/app  spend In  billions   US PREMIUM AND GAME/APP FORECASTS
  10. 10. – 10 – The Mobile Programmatic Opportunity
  11. 11. Mobile ad spend rapidly shifting to programmatic – 11 – Source: eMarketer Mar 2013, Nexage DISTRIBUTION OF TRADING TYPES (%) 0% 20% 40% 60% 80% 100% Non-­‐programmaEc ProgrammaEc  Direct   Open  Exchange  (on  RTB) Private  exchange  (on  RTB) 2013 2014 2015 2016 2017
  12. 12. Mobile’s uniqueness – 12 – No  cookies Different  Publishers Loca5on Ad  formats   Mobile Web 25% Mobile Apps 75% App  dominated
  13. 13. App Dominates Mobile Internet – 13 –
  14. 14. Mobile App Replaces Search – 14 –
  15. 15. Mobile Programmatic to Grow Faster than Desktop Why Faster? •  Learn from desktop •  App publishers have no or limited direct sales force •  App publishers are more flexible Issues •  Identification and data •  Education •  Getting comfortable with app publishers
  16. 16. – 16 – The mobile programmatic ecosystem MediaAgency TradingDesk DSP Exchange Publisher DMP / Data Provider Advertiser User
  17. 17. The Nexage Exchange – 17 – VIDEO & RICH MEDIA The Premium Mobile Exchange COMPLETE BRAND SAFETY PRIVACY-SAFE 1ST AND 3RD PARTY DATA FULL-SUITE OF PROGRAMMATIC MARKETS PREMIUM PUBLISHERS Premium Audience Brand Spend 500m unique users Accelerating brand spend
  18. 18. Audience at Your Fingertips Nexage Inventory Book Reach 500million Type Operating System Targetable Data Geography Rich Media & Video Tablet Breakout Android 56% iOS 42% BlackBerry 36.8B 32.9B 32.5B 6.1B 5.6B Zip Lat/Long AgeDevice ID Gender VAST HTML5 ORMMA MRAID 1.2B 3.5B 4.8B 21.3B 2% Smartphone 76% Tablet 24% App 61% Mobile Web 39% – 18 –
  19. 19. What is Programmatic Advertising/Media? The use of technology to automate the buying and selling of media at a single impression level.
  20. 20. What is RTB? A type of programmatic ad trading where single impressions are bought and sold in real-time through an auction
  21. 21. Nexage Programmatic Solutions – 21 – Public Exchange Private Exchange(s) Rules-based First-look Exclusive Branded Programmatic Direct Direct Deal Programmatic Guarantee Futures
  22. 22. Leveraging Data Data passed from publisher •  Device ID •  Location (lat/long) •  Demographic (age, gender) Cross-device ID – 22 –
  23. 23. Value of a Mobile Impression 23 >  Transparent brand >  Video ad units >  Tablet formats >  Device ID >  Lat/long (GPS derived) >  Interstitials >  Rich media ad units >  Banner impressions with no data >  Poor engagement and click through rates YieldSpectrumHigh- Liquidity Mid- Liquidity Low- Liquidity 4-10x premium 2-3x premium Commoditized
  24. 24. Nexage Connect – 24 – ENRICHMENT IDENTIFIER CONTEXTUAL BEHAVIORAL PRIVACY & VERIFICATION LOCATION Premium Inventory Enriched Impression Nexage Connect Enriched Audience Impression
  25. 25. – 25 – “Never in human history has any gadget or technology achieved 100% penetration levels. Not cars, not motorbikes and mopeds, not even bicycles. Not the Walkman, not the CD player, not the television, Playstation, VCR, DVD player nor even radio. Not the PC, not the internet. Not even such basic necessities we all expect, like running water or electricity.”
  26. 26. PROPRIETARY & CONFIDENTIAL – DO NOT DISTRIBUTE– 26 – Thank you. Todd Tran todd.tran@nexage.com
  27. 27. Ad Sizes and Formats Standard Smartphone Banners: o  320x50 o  300x50 o  300x250 (interstitial) o  480x320 (interstitial) o  320x480 (interstitial) Standard Tablet Banners: o  728x90, 300x250 o  1024x768 (interstitial) o  768x1024 (interstitial) Mobile Video & Rich Media: o  VAST o  MRAID o  ORMMA o  HTML5 – 27 –
  28. 28. Examples of programmatic markets

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