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Programmatic + Mobile: The Divide Between Buyers and Sellers
 

Programmatic + Mobile: The Divide Between Buyers and Sellers

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Mobile advertising is transforming the industry, but when will mobile, specifically native and video formats, truly adapt to programmatic buying? OpenX, which helped Digiday pioneer the industry's ...

Mobile advertising is transforming the industry, but when will mobile, specifically native and video formats, truly adapt to programmatic buying? OpenX, which helped Digiday pioneer the industry's first collective look at "Programmatic + Premium" in 2013, is again taking the lead in looking at the next phase in the evolution of programmatic, across screens and formats. In this presentation, we’ll share our provocative findings about the perception and reality of mobile adoption on programmatic channels from both buyers and sellers.

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    Programmatic + Mobile: The Divide Between Buyers and Sellers Programmatic + Mobile: The Divide Between Buyers and Sellers Presentation Transcript

    • Programmatic + Mobile: The Divide Between Buyers and Sellers RobKramer GM of Mobile,OpenX
    • Today’s Discussion • Methodology and Participants • Executive Summary • Top Findings Agenda
    • Methodology & Participants Seller: 56% Buyer: 44% Retargeter 1% Publisher 41% Agency 27% Ad Network 9% DSP 8% Brand 7% SSP 4% Ad Exchange 3%Method • Format: all responses collected via email survey • Timeline: ran for three weeks from Feb 10 – Feb 28 • Incentive: chance to win $500 gift or free trip to DPS Participants Total – 478 Respondents Seller – 265 Buyer – 213
    • • Programmatic continues rapid adoption with 82% of sellers and 83% of buyers reporting higher usage in 2013 vs. 2012 • Programmatic Buying on Mobile – Audience targeting is a key area of disconnect between buyers and sellers with interest from buyers being 2x higher (74% vs. 34%). – +50% of buyers cite mobile banners as most desirable formats, though publishers favor substantially more (81% vs. 56%). • …Across Native and Video Formats – Buyers and sellers agreed on definition of native but differ on who should standardize. – Buyers place higher priority on conversions and time spent vs. traditional metrics such as PVs, impressions, and UVs. – Pre-roll video is the popular format with buyers – by more than double that sellers find this format desirable to automate. Executive Summary
    • In 2013, was your revenue from / spending on programmatic ad channels higher, lower or the same as it was in 2012? 15% 2% 14% 55% 83% 21% 5% 13% 81% 82% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Lower by % Lower Exactly the same Higher by % Higher Sellers Buyers Q. In 2013, was your spending on programmatic ad channels higher, lower or the same as it was in 2012?
    • Top reasons why SELLERS find it challenging to make money via programmatic Mobile channels 10% 25% 27% 31% 32% 48% 0% 10% 20% 30% 40% 50% 60% Insufficient advertiser demand Implementing multiple SDKs Inability to provide targeting Insufficient inventory Inability to measure success We do not find it hard to make money via programmatic mobile channels Q. Please select the top reasons why you find it challenging to make money via programmatic MOBILE channels (select no more than 3):
    • Top reasons why BUYERS find it challenging to buy Mobile ads via programmatic channels 10% 16% 26% 27% 29% 44% 47% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Lack of robust targeting Inability to measure effectiveness Poor performance/ROI Limited ad formats Not enough inventory We do not find it hard to buy Mobile ads via programmatic channels Too expensive Q. Please select the top reasons why you find it challenging to buy Mobile ads via programmatic channels (select no more than 3):
    • Most popular TARGETING parameters for the Mobile ads you sell / buy via programmatic channels 42% 4% 51% 17% 74% 53% 12% 17% 31% 33% 37% 64% 0% 10% 20% 30% 40% 50% 60% 70% 80% Sellers Buyers By content (site or app) By audience By device By location (GPS-derived lat/long) By operating system Using retargeting Q. Please select the most popular targeting parameters for the Mobile ads you buy or sell via programmatic channels (select no more than 3):
    • Most desirable FORMATS for programmatic mobile? 3% 22% 16% 25% 56% 47% 31% 56% 0% 7% 13% 19% 20% 27% 35% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Sellers Buyers Banners Interstitials Rich media Pre-roll videos Native ads IAB rising stars Interstitial videos Offer walls Q. Please select the most popular ad formats for buying or selling Mobile ads via programmatic channels (select no more than 3):
    • Which descriptions best define NATIVE advertising? 14% 21% 43% 43% 74% 19% 37% 45% 37% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% Sellers Buyers Ad experience mimics that of the site’s or mobile app’s content Custom content written by a publisher’s editorial team on behalf of an advertiser Ad unit endemic to the site or Mobile app Custom content written by advertiser/agency Non-standard ad units Q. Please select the descriptions below that you believe best define Native advertising (select no more than 3):
    • Who should be responsible for creating standardized ad units for NATIVE ads in programmatic channels? 20% 11% 42% 27% 14% 21% 26% 39% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Sellers Buyers Publisher Marketing Associations (e.g. IAB, MMA) Ad technology provider Advertiser Q. Please select who should be responsible for creating standardized ad units for Native advertising via programmatic channels:
    • Ways you measure success for NATIVE advertising on Mobile: 11% 10% 38% 53% 42% 53% 20% 41% 27% 29% 29% 41% 41% 41% 43% 51% 0% 10% 20% 30% 40% 50% 60% Sellers Buyers Click-through rates Impressions Conversions (e.g. leads, installs) Total number of social engagements (e.g. likes, shares, tweets) Time spent on content Brand lift Pageviews Unique visitors Q. Please select the top 3 ways you and/or your clients measure success for Native advertising on Mobile devices:
    • Top challenges in selling / buying NATIVE ads on Mobile via programmatic channels: 21% 21% 32% 59% 59% 12% 27% 30% 46% 49% 0% 10% 20% 30% 40% 50% 60% 70% Sellers Buyers Scaling issues – native ads can’t be bought and sold across a multitude of sites and devices (PC, mobile) Native by definition is custom, therefore it can’t be automated Brand-safe controls are not fully evolved Automated native ads don’t have publisher oversight Native ads aren’t targeted Q13 Please select your top challenges for buying or selling Native ads on Mobile via programmatic channels (select no more than 3):
    • Most desirable targeting parameters for BUYING / SELLING Video ads on Mobile via programmatic channels: 1% 41% 10% 47% 40% 74% 19% 23% 26% 31% 43% 48% 0% 10% 20% 30% 40% 50% 60% 70% 80% Sellers Buyers By audience By page or mobile app content By video content By device By location (GPS-derived lat/long) By operating system Q34 Please select the most popular targeting parameters for selling Video ads on Mobile devices via programmatic channels (select no more than 3):
    • Most popular ad formats for BUYING / SELLING Video ads for Mobile devices via programmatic channels: 7% 16% 42% 21% 53% 73% 4% 10% 26% 29% 38% 66% 0% 10% 20% 30% 40% 50% 60% 70% 80% Sellers Buyers Pre-roll video Interstitial video Banners Rich media Mid-roll video Post-roll video Q. Please select the most popular ad formats for selling Video ads for Mobile devices via programmatic channels (select no more than 3):
    • THANK YOU! Rob Kramer GM of Mobile, OpenX @smartfuel