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Adconion Direct "RTB: The Future of Cross Channel"

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Presented by Robin Zieme, VP Video & Global Media at Adconion Direct, at IAB Canada's X-Series: RTB event in May 2013.

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Adconion Direct "RTB: The Future of Cross Channel"

  1. 1. RTB: The Future of Cross Channel Robin Zieme – VP Global Media Tina Barnes – VP, Managing Director Adconion Canada
  2. 2. 300 YEARS OF MEDIA BUYING 1700s • Newspaper and magazine media buying • First direct sales
  3. 3. LAST 150 YEARS OF MEDIA BUYING…. 1880s-1930s • First agency buying from print and then radio 1950s • Television Spots • First TV upfronts focused on new car models 1990s • Digital media buying begins
  4. 4. LAST 10 YEARS OF MEDIA BUYING…. ANALYTICS AD SERVERS MOBILE DEVICES AD NETWORKS HORIZONTAL DATA SUPPLIERS VERTICAL CUSTOM AD OPERATORS DMPs & AD DATA EXCHANGES AGGREGATOR S TARGETED AD NETWORKS CREATIVE OPTIMIZATIO N YIELD OPTIMIZERS TRADING DESKS RETARGETIN G VIDEO VERIFICATIO N DSP MEDIA PLANNING SHARING DATA SOCIAL TOOLS TABLETS CONNECTED DEVICES
  5. 5. 10 YEARS OF AD EXCHANGES 2000-2002 • • • • Overture / Goto Patent Search marketplace $2.9BB for Engage $1.6BB for Overture SEARCH /CLICK 2003-2004 2005-2006 • Google launches Adsense • SEMs begin programmatic bidding • APIs • Exchanges created Manual Bidding • Display DISPLAY /IMPRESSION AD EX / Bidding 1.0 2008-2009 • RTB bidding starts on SDC/FOX and shortly thereafter – through appnexus RTB / THE USER
  6. 6. THE LAST 3 YEARS! CURRENT STATE OF EXCHANGES 2010-2012 Exchanges broken into 3 CATEGORIES
  7. 7. AGENCIES NEED NEW BUYING METRICS IN A WORLD OF RTB
  8. 8. WHAT IS SO DIFFERENT ABOUT EXCHANGE BUYING? - + 500 1 million
  9. 9. WHY CAN RTB BE SO EFFECTIVE? TOTAL CONVERSIONS TOTAL CONVERSIONS 250,000 SITES 125 SITES 500 SITES 1 MILLION SITES
  10. 10. THE EVOLUTION IS NOT LINEAR! ALL THREE SHOULD BE USED IN PARALLEL BY EXCHANGES & RTB ON DIRECT TO PUBLISHERS AD NETWORKS EXCHANGES BUYERS Sites Homepages Sponsorships Audience Demos Psychos Behaviors Re-Targeting Cookies Users Retargeting Cookies Source [2011 AMG industry estimates]
  11. 11. 2012 ESTIMATED STATS FOR EXCHANGES BUYING & RTB RTB TODAY: 0.5% of advertising is RTB enabled, bought and sold $3.00 TOTAL $2.70? $160 BB Average Estimated RTB CPM $2.00 [3.9% GROWTH] $1.35 $1.00 ONLINE $0.33 $26 BB [10% GROWTH] EXCHANGES $1.4 BB [50% GROWTH] 2009 2012 2015 RTB $800 MM [ESTIMATE] Source: Emarketer, Forrester, AMG Industry Interviews
  12. 12. WHAT DO YOU NEED TO BE GLOBAL PLAYER IN RTB?
  13. 13. RTB BIDDING WORKFLOW START HERE!!! COOKIE SYNCH WITH EXCHANGE REPORTING ANALYTICS INSIGHTS RECEIVE BID REQUEST BID MATCH CAMPAIGN &PREDICT BID PLACE BID WIN/LOSE Millions of times for Every BLINK! TRACK CLICKS /CONVERSIONS SERVE THE AD! WRITE BACK DATA UPDATE MODEL
  14. 14. IS IT MAD MEN? …….OR MATH MEN!!
  15. 15. Impact of NOW - A Multi-Screen World
  16. 16. 2005 2013
  17. 17. THE DAY OF THE SINGLE-SCREEN COUCH POTATO IS OVER! Consumer activity is simultaneous… are we thinking this way?
  18. 18. THE N TH SCREEN WILL MAKE EVERYTHING RTB!
  19. 19. CONSUMERS ARE LIVING IN A REAL-TIME WORLD!
  20. 20. 650
  21. 21. THANK YOU!! Tina.barnes@adconiondirect.com

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