Research Presentation: RTB: The Road And Market Ahead

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Ad budgets are on the move, and real-time bidding will represent the fastest growing segment of the online ad market in coming years. But what is driving this market? What gains are agency executives seeing from these platforms, and where do they expect to find more value? As the buying and planning world embrace the efficiencies of programmatic buying, will RTB transform the mobile and video ad markets as quickly? IDC’s chief ad tech forecaster Karsten Weide reports on the RTB’s next growth spurt and rapid expansion.

Presenter:
Karsten Weide, Program Vice President, Digital Media and Entertainment, IDC

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  • Publisher: fear, politics, doubt re. effectiveness -- Vendor prospects: Google, FB, Adobe vs Portals,
  • Jeff Bezos: Consumers want services not gadgetsMobile platforms are key to making money on the consumer Internet, with content/physical goods sales to consumers as well as with advertising and with app sales. If you want to sell hardware, you need services (Apple, but not Samsung, Sony, Microsoft/Nokia?, RIM). And if you sell services, you need hardware (Amazon). Discuss companies. Apple leads, if not in unit sales, certainly on traffic because of its greater ease of use, but Android's UX will eventually catch up. This will benefit both Google and Google's partners, primarily Samsung. Microsoft Windows Phone 8 (together with Nokia) is a potential black swan that could upset the top-two. Problems for Samsung and SonyOTT services move beyond the PC and address any web connected device. Traditional pay TV service move beyond the TV to address web connected devices. This sets up the competitive clash as the PC/TV distinction is broken down. Content services need to address these devices, but of course, content licensing is a overwhelmingly important facet of the competitive environment. Key companies -- on the one hand, the traditional pay TV companies that have work to do -- Comcast, DirecTV, etc. and on the other the key OTT companies Netflix, Amazon, Apple, Google, etc. mobile devices will integrate and communicate with the devices and systems in the home, whether accessing video associated with fixed pay TV service subscriptions, accessing content located on home devices, or controlling/accessing home-based devices and systems such as home automation and home monitoring systems.he result: Mobile advertising grows faster than any other form of Internet advertising. This dramatic change leaves favors some incumbent players who can adapt, such as Google, leaves some incumbents behind who cannot, such as Yahoo! and AOL, and opens opportunities for newcomers such as Millennial Media and Facebook
  • Research Presentation: RTB: The Road And Market Ahead

    1. 1. Real-Time Bidding: TheRoad And Market Ahead Twitter: KarstenW © IDC Visit us at IDC.com and follow us on Twitter: @IDC 1
    2. 2. IDC Worldwide New Media Market Model 2H-2012© IDC Visit us at IDC.com and follow us on Twitter: @IDC 2
    3. 3. Display Ad Sales =Newspaper Ad Sales © IDC Visit us at IDC.com and follow us on Twitter: @IDC 3
    4. 4. Programmatic Trading HasBeen Around For A While © IDC Visit us at IDC.com and follow us on Twitter: @IDC 4
    5. 5. © IDC Visit us at IDC.com and follow us on Twitter: @IDC 5
    6. 6. I RTB© IDC Visit us at IDC.com and follow us on Twitter: @IDC 6
    7. 7. 2012 – 2016 CAGR 53% 36% 27% Video Mobile RTB
    8. 8. 16 RTB-Based Ad Spending 2009 - 2016 14 12 10$B 8 6 4 2 0 2009 2010 2011 2012 2013 2014 2015 2016 U.S. Western Europe Japan China Central and Eastern Europe Latin America Middle East and Africa RoW © IDC Visit us at IDC.com and follow us on Twitter: @IDC 8
    9. 9. Well, heres another nicemess youve gotten me into! © IDC Visit us at IDC.com and follow us on Twitter: @IDC 9
    10. 10. 30 Indirect Sales as Source for RTB Sales, U.S. 25 20$B 15 10 5 0 2009 2010 2011 2012 2013 2014 2015 2016 Total Display Ad Spend Indirect Sales Programmatic RTB © IDC Visit us at IDC.com and follow us on Twitter: @IDC 10
    11. 11. 30 Indirect Sales as Source for RTB Sales, U.S. 25 20$B 15 10 5 0 2009 2010 2011 2012 2013 2014 2015 2016 Total Display Ad Spend Indirect Sales Programmatic RTB © IDC Visit us at IDC.com and follow us on Twitter: @IDC 11
    12. 12. 30 Indirect Sales as Source for RTB Sales, U.S. 25 20$B 15 10 5 0 2009 2010 2011 2012 2013 2014 2015 2016 Total Display Ad Spend Indirect Sales Programmatic RTB © IDC Visit us at IDC.com and follow us on Twitter: @IDC 12
    13. 13. 30 Indirect Sales as Source for RTB Sales, U.S. 25 20$B 15 10 5 0 2009 2010 2011 2012 2013 2014 2015 2016 Total Display Ad Spend Indirect Sales Programmatic RTB © IDC Visit us at IDC.com and follow us on Twitter: @IDC 13
    14. 14. Next Stops:Mobile Ads?Video Ads?
    15. 15. RTB and Brand Campaigns© IDC Visit us at IDC.com and follow us on Twitter: @IDC 15
    16. 16. Direct Display Sales – One Innovation Away From Disruption
    17. 17. {Ask Questions}

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