Clipperton Finance Ad Tech Event London 121023
Upcoming SlideShare
Loading in...5
×
 

Clipperton Finance Ad Tech Event London 121023

on

  • 799 views

Panel:

Panel:
- Mark Read, WPP Digital
- Jonathan Wolf, Criteo,
- Martijn Hamann, Van den Ende & Deitmers
- Sorosh Tavakoli, Videoplaza

Statistics

Views

Total Views
799
Slideshare-icon Views on SlideShare
713
Embed Views
86

Actions

Likes
0
Downloads
35
Comments
0

2 Embeds 86

http://www.clipperton.net 77
http://www.linkedin.com 9

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Clipperton Finance Ad Tech Event London 121023 Clipperton Finance Ad Tech Event London 121023 Presentation Transcript

    • Ad Tech Event London October 23rd, 2012 15 Stratton Street London W1J 8LQ, United Kingdom 10 rue du Mont Thabor 75001 Paris, France
    • Who IS CLIPPERTON FINANCE ?
    • Who are We ? Values TOMBSTONESMulti-LOCAL Research
    • Who are We ? Independence Loyalty Intuitu Personae Selectiveness TOMBSTONESMulti-LOCAL Research
    • Who are We ? Values TOMBSTONESMulti-LOCAL Research
    • Who are We ? $150 million Values $10 millionMulti-LOCAL Research
    • Who are We ? Values TOMBSTONESMulti-LOCAL Research
    • Who are We ?Values TOMBSTONES Research
    • Who are We ? Values TOMBSTONESMulti-LOCAL Research
    • Thought Leadership Research papers Transactions Research paper onE-COMMERCE EU E-Commerce Private Sales eCommerce Second hand fashion Social Commerce (Groupe Casino) Acquires Private Placement Private Placement Buy-Side Buy-Side Research paper onSOCIAL GAMING Online gaming Social gaming Social Casual Social Mobile Secondary placement Gaming Gaming Seller Nicomvest Private Placement Private Placement Sell-Side Sell-Side Research paper onAD-TECH Nov-09 sold to Travel Affiliation Ad Technologies New TV sell-side Audio Video Ad platform Server & measurement Private Placement Private Placement Private Placement Sell-Side
    • Why Focus on AD TECH &Online Advertising ?
    • Strong & Steady Usage Growth… 2005 2011 CAGR 2005-11InternetUsers (worldwide) 0.9bn 2.1bn +15%AccessPOINTS (worldwide) 0.16 0.39 +16%Time SpentOnline (US) 6h 13h +14%OnlineBuyers (EU) 18% 34% +11%
    • … Has Attracted an IncreasingAmount of Advertising Dollars Online Online Advertising Revenue & Forecasts (2003-2014) CAGR 2003-14 +25% 105 94 82 71 60 49 52 39 29 14 20 9 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source: Clipperton Finance analysis, JPMorgan, Zenithoptimedia
    • … Which in turn Led to Sustained Investments (but subject to economic stress) Private Placements in Digital Advertising Businesses (number of $10m+ transactions) 65 62 58 56 51 45 Q4’12 62 Est. 34 52 57 51 20 39 31 35 19 1 6 6 5 3 5 3 3 2005 2006 2007 2008 2009 2010 2011 2012 N.. America Europe
    • … AND An ever moreCOMPLEX ECOSYSTEM!
    • Yesterday’s Ad Tech EcosystemAdvertisers Ad Networks Publishers Agencies Publishers Publishers
    • Today’s Ad Tech EcosystemAdvertisers Ad Networks Analytics Publishers Analytics SSPs Agencies DSPs Publishers Ad Exchanges Ad Servers Analytics DMP Publishers
    • What Happens NOW ?
    • What Trends are Driving the Market? INNOVATION  Innovative tools  New formats  New devices CONVERGENCE Convergence between “Performance” & “Branding”, Devices & Consumer “timeline” AUTOMATION Strong demand for automated solutions that increase overall market efficiency CONSOLIDATION Ad tech space features active consolidation mechanics
    • What Trends are Driving the Market? INNOVATION  Innovative tools  New formats  New devices CONVERGENCE Convergence between “Performance” & “Branding”, Devices & Consumer “timeline” AUTOMATION Strong demand for automated solutions that increase overall market efficiency CONSOLIDATION Ad tech space features active consolidation mechanics
    • New Tools Empower AdvertisersTARGETING & Customization  Sophisticated targeting & customization capabilities  Create tailored & highly- focused branding campaigns Measurement & Analytics  Need for cross-media strategies  Branding campaigns lack adequate measuring tools  The typical indicators are suited for direct marketing, less for branding
    • New Formats: Video running the Show Display Advertising Market will be … a segment in which Start-Ups led by Video & Rich Media… have a card to play ($B, 2010-2017) Video ad reach in the US – oct. 12$30 Total Internet 54%$25 BrightRoll 42%$20 Specific Media 34%$15 ADAP.TV 31% $10 / Google Sites 30% $5 TubeMogul 24% $0 Tremor Video 21% 2010 2011 2012 2013 2014 Videology 20% 2015 2016 2017 SpotXchange 20% Video Rich media (excl. video) Auditude 17% Static image Text ads Hulu 7%Source: Forrester Research Online Display Advertising Forecast, Source: Comscore
    • New Devices enable New Possibilities Mobile Advertising Market Smartphone Tablet Connected TV ($B, 2010-2015) Rest of the world 20.6 +66% 5yr-CAGR 15.6 11.3 New Possibilities in Sight 6.8 Geo-localized Ads1.6 3.3 Interactive Formats LOCAL Ads In-App Display Augmented Reality Source: Gartner, Deutsche Bank …
    • What Trends are Driving the Market? INNOVATION  Innovative tools  New formats  New devices CONVERGENCE Convergence between “Performance” & “Branding”, Devices & Consumer “timeline” AUTOMATION Strong demand for automated solutions that increase overall market efficiency CONSOLIDATION Ad tech space features active consolidation mechanics
    • “ Advertisers need greater confidence that their online investments are helping them achieve their brand goals. ” Nielsen, “Beyond click & impressions”
    • “Interactive Is Ready To Lead Brand Campaigns” The old model of branding revolves around TV* Nate Elliott, Forrester: Performance Radio Internet“ Its time for marketers to wake up to the brand building potential of Advertising TV interactive channels because: Branding Print 1. Interactive marketing is proven to create brand impact 2. Interactive tools offer marketers Tomorrow’s branding model will be interactive new ways to tell stories 3. People trust what they learn about brands online ” Internet Advertising Performance Branding Website TV Radio PrintSource : Adaption of Nate Elliott’s diagram published in “The Interactive Brand Ecosystem”
    • What Trends are Driving the Market? INNOVATION  Innovative tools  New formats  New devices CONVERGENCE Convergence between “Performance” & “Branding”, Devices & Consumer “timeline” AUTOMATION Strong demand for automated solutions that increase overall market efficiency CONSOLIDATION Ad tech space features active consolidation mechanics
    • “ The adoption of automated solutions will wreak havoc on existing ” media-buying economics. Shar VanBoskirk, FOrrester
    • Reallocation of Advertising Dollars: towards the Death of Ad Networks? “ Ad networks will transform or die. […] We bet broad, mass- reach ad networks will disappear as DSPs crush ad network margins. ” Shar VanBoskirk, Forrester Current Value breakdown Future breakdown: ad networks are gone ? (CPM, $) (CPM, $)$5.00 $4,20 An $10B+ $0,50 opportunity? $0,40 $0.50 $2.00 $1.80 $0.75 $2,15 $0.25 $0.30 $0.10 $0.35 $0.10Advertiser Agency Ad Data Ad Ad Publisher Advertiser Agency DSP Data Ad Ad Publisher Network Provider Exchange Serving Provider Exchange ServingSource : Tradedoubler “Digital Day”
    • What Trends are Driving the Market? INNOVATION  Innovative tools  New formats  New devices CONVERGENCE Convergence between “Performance” & “Branding” , Devices & Consumer “timeline” AUTOMATION Strong demand for automated solutions that increase overall market efficiency CONSOLIDATION Ad tech space features active consolidation mechanics
    • Today’s Ad Tech EcosystemAdvertisers Ad Networks Analytics Publishers Analytics SSPs Agencies DSPs Publishers Ad Exchanges Ad Servers Analytics DMP Publishers
    • Today’s Ad Tech Ecosystem Advertisers Ad Networks Analytics Publishers 1st Wave: 2007-2008 Analytics SSPs AgenciesAd Networks buy Ad Exchanges DSPs2008 Publishers20072007 Ad Exchanges Ad Servers Analytics DMP Publishers
    • Today’s Ad Tech Ecosystem Trad. Software VendorsAdvertisers Ad Networks 2nd Wave: 2009-2012 External Software Vendors Analytics Publishers Analytics SSPs Agencies Enter the Ad tech game 2012 DSPs 2012 2011 Publishers 2009 Ad Exchanges 2009 Ad Servers Analytics DMP Publishers
    • Today’s Ad Tech EcosystemAdvertisers Ad Networks 3rd Wave: 2013-2015 Analytics Publishers Analytics SSPs Agencies  Vertical Consolidation Strategy? DSPs  Transversal Integration (mobile, video, …) ? Publishers  Continued Consolidation of Tools, SSPs/DSPs by Traditional Software Vendors. And more? Ad Exchanges Ad Servers Analytics DMP Publishers
    • Selected M&A transactions in Social Web Total Funding DEAL VALUE CASH on CASH (Venture, $m) ($m) buys 14 350 25x buys 90 689 8x buys 33 300 9x buys 54 321 6x buys 18 270 15x buys 15 400 27x buys 38 120 3x buys - 59 - buys 38 414 11xSource: Thomson One, Venture Source, Crunchbase, Clipperton Finance estimates
    • Panel discussion Jonathan Wolf Martijn HamannChief Product Officer Partner - Board Director of Unruly, Smartclip & Improve Digital Sorosh Tavakoli Mark Read CEO CEO WPP Digital