Digital Marketing Live! 2014 - Sanoma - Sebastiaan Hartog

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PROGRAMMATIC TRADING: EEN UPDATE

Programmatic buying wordt steeds belangrijker voor adverteerders, bureaus en uitgevers. Inzicht, relevantie, transparantie en efficiënty zijn daarbij key. Daarom geeft Sebastiaan Hartog een update van de ontwikkelingen binnen programmatic trading: waar komen we vandaan, waar staan we nu en waar gaat het naar toe?

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Digital Marketing Live! 2014 - Sanoma - Sebastiaan Hartog

  1. 1. programmaticbuying: een update
  2. 2. 2 Sanoma trading
  3. 3. ADAPTstrategy3 Manual sales Programmatic buying Publisher plaatstuiting op site (guaranteed) Op basis van technologiewordteenuitinggeserv eerd (non guaranteed) Adverteerder Adverteerder direct via media bureau direct via DSP*/ third party veiling let us explain how it works
  4. 4. 22 May 2014 Presentationname4 auction = wel automation automation = niet auction
  5. 5. 5 RTB = wel automated automated= niet RTB
  6. 6. 6 Wereldwijde RTB display advertentiemarkt in $ miljoenen (inclusief rich display, mobile en video) $404 $1,382 $2,697 $4,488 $6,726 $9,865 $14,498 $20,820 2010 2011 2012 2013 2014 2015 2016 2017 programmatic buying groeit hard Source:IDC (2013)
  7. 7. 7 55% 45%45% 55% 0% 10% 20% 30% 40% 50% 60% 2013 2014 Direct RTB direct vs RTB binnen ADAPT
  8. 8. 2008
  9. 9. 22 May 2014 Presentationname10 bulk naar 1-op-1
  10. 10. 22 May 2014 Presentationname11 transparantie
  11. 11. 12 mobile & tablet
  12. 12. Media consumptietijd VS 2009 - 2013 13 Source:emarketer/BusinessIntelligence– August 2013 in US 45% 25% 17% 9% 7% 4% 44% 26% 16% 8% 8% 6% 43% 26% 15% 7% 7% 9% 42% 26% 14% 6% 5% 12% 38% 20% 12% 4% 5% 20% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% TV Online Radio Print Other Mobile 2009 2010 2011 2012 2013 inventory verschuift naar mobile & tablet
  13. 13. 14 VS advertentiemarkt in $ miljard $ 0 $ 100 $ 150 $ 200 $ 50 other desktop mobile Source:BusinessInsider– Future of Digital2013 1995 20122011201020092008200720062005200420032002200120001999199819971996 mediaspend is relatief laag “Everyone’s talking about mobile but no one’s come up with a businessmodel for it yet. There are yield, targeting and reporting issues. We’ve got to crack it because lots of publishers are seeing their inventory disappear onto mobile.” MD, Digital Network
  14. 14. 22 May 2014 Presentationname15 video
  15. 15. 16 Bron: The programmaticEconomybyImprove Digital programmatic verkochte inventory
  16. 16. 17 rich media
  17. 17. 18 Bron: The programmaticEconomybyImprove Digital type display via programmatic
  18. 18. 19 Bron: The programmaticEconomybyImprove Digital Specifiek geselecteerd 22% Alle inventory 78% geselecteerde inventory
  19. 19. 20 alles kan programmatic ingezet worden
  20. 20. 21 programmatic premium
  21. 21. 22 May 201422
  22. 22. 22 May 2014 Presentationname23 data
  23. 23. 24 Bron: The programmaticEconomybyImprove Digital welke data wordt momenteel toegevoegd?
  24. 24. 25 search
  25. 25. 26 saleshouses & affiliates
  26. 26. 22 May 2014 Presentationname27 agencies
  27. 27. 22 May 2014 Presentationname28 clienttrading desk
  28. 28. uitgevers & exploitanten
  29. 29. 30 Bron: The programmaticEconomybyImprove Digital “As a newspaper it’s been hard for us toadjust, so we need the help. We don’t have the resources to bring it in-house because our sales team is small, but that’s the same reason why we will eventually benefit from it: we won’t need a huge sales team if we’re trading programmatically.” Digital Trading Manager, Publisher toegevoegde waarde
  30. 30. 31 Bron: The programmaticEconomybyImprove Digital uitgevers & toekomst
  31. 31. 32 Bron: The programmaticEconomybyImprove Digital wat is er dan nodig?
  32. 32. 33 direct sales vsprogrammatic
  33. 33. 34 what about this guy? “In five years our sales force will be more like a marketing agency working with brands on bigger partnerships. Everything else will be RTB” Digital Trading Director, Publisher
  34. 34. 35 cross device
  35. 35. 22 May 2014 Presentationname36 viewability
  36. 36. 37 attributie
  37. 37. 22 May 2014 Presentationname38 radio, tv...
  38. 38. @sebashartog nl.linkedin.com/in/shartog/ Sebastiaan.hartog@sanoma.com 39

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