Programmatic digital management,or "what are DSPs and trading desks all about?"Webinar, 20th May 2012
Quick introductions…        Anthony Rhind   Rob Dreblow          Global CEO
Questions from many WFA associations…                 Serbia
…and also from multinational members
So we started digging...
Some confidence creeping in…                               How much do you know about agency trading                      ...
Usage increasing, but concerns remain…             Do you use your agency             group’s trading desk?               ...
“Will demand-side platforms encourage      you to…”                                                      Increase marketin...
LIVE POLL 1Which of the following do you agree with?
LIVE POLL 1Which of the following do you agree with?
Some definitionsSome precautionsSome wild predictionsSome questions
Hype, hype, hype, hype,   hype,   hype4/20/2012 :: 13   ‘Media’ … analogue to digital
Forrester view:     changing structure of media buying …                             Source: Forrester – The Future of    ...
Forrester view:         changing process of media allocationa                Source: Forrester – The Future of Digital Med...
Programmatic   ‘RTB’ is scaling               … not a specialist niche                                     Source: eMarketer
Why all this        complexity … ?Over-supplied                        Under-measured                                     ...
Over-supply created                          secondary markets …                          Adnetworks: Image               ...
Ad Exchanges        created to flatten ‘secondary’market, initial (RMX)   principle of neutrality
Proliferation of ‘exchanges’ …                   no longer neutral
Trading takes place in ‘real-time’:Invite Media / Google’s explanation of   RTB
Trading takes place in ‘real-time’:Invite Media / Google’s explanation of   RTB   Most commonly used data sets …   •Time o...
Now auctionmarket-makers on      both buy & sell sides (DSPs & SSPs)
Invite Media / Google’s explanation of a   DSP
Invite Media / Google’s explanation of a      DSP                                  Source: Forrester – The Future of      ...
Beware an illusion of ROI integrity            …attribution is one digital-elephant in the room
Rewards   ‘attribution gaming’     …             cookie-bombing / chasing last pixel
Rewards   ‘attribution gaming’     …             cookie-bombing / chasing last pixel       Very expensive RTB      marketp...
Invest in verification:Ad delivery, ‘data ghosting’, cookie / data usage
LIVE POLL 2Are you using a 3rd party delivery verificationcompany such as the companies Anthony has justshown?
LIVE POLL 2Are you using a 3rd party delivery verificationcompany such as the companies Anthony has justshown?
Control pixels on site …Consolidate retargeting & performance buys
Evolve attribution:       First capture all influences           across paid, owned & earned touch-points                 ...
… getting to a single consumer view is complexDisplay adserver, Rich-media adserver, search optimiser,  site analytics pro...
… enables you to model weight of contribution                                                    Position in              ...
DMP & the emerging specialism of ‘Big Data’Real-time ‘programmatic’ experience optimisation               Universal iD    ...
Data driven:      ‘Addressable media’ should be                supported by ‘addressable communication’     Dynamic Ad    ...
Trading desks today An opportunity to consolidate all aggregated buying Should be developing bespoke segmentation to evo...
Programmatic buying in the medium term Current digital display advertising model is not sustainable:   Over-supplied, un...
LIVE POLL 3Which of the following do you agree with?
LIVE POLL 3Which of the following do you agree with?
What’s next for WFA members?• More detailed peer research and ad-hoc web meetings• Included on agenda at Digital Network :...
Thank you!                Anthony Rhindanthony.rhind@havasdigital.com                  Rob Dreblow         r.dreblow@wfane...
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DSPs and trading desks webinar

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WFA webinar featuring Anthony Rhind, Global CEO of Havas Digital to introduce programmatic digital management or "what are DSPs and trading desks all about?"

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  • NOT EASY! Varied data sources are ingested, cleaned, matched & analysed.Single-user (anonymous) ID - combine attributes (socio-demo, geo, customer record) to score & predict behaviour. Output optimises owned web assets, ad copy & placement … esp. real-time market-places search & ad exchanges. Artemis our DMP. Adnetik our partner DSP.
  • DSPs and trading desks webinar

    1. 1. Programmatic digital management,or "what are DSPs and trading desks all about?"Webinar, 20th May 2012
    2. 2. Quick introductions… Anthony Rhind Rob Dreblow Global CEO
    3. 3. Questions from many WFA associations… Serbia
    4. 4. …and also from multinational members
    5. 5. So we started digging...
    6. 6. Some confidence creeping in… How much do you know about agency trading desks? Good working Nothing, 0% knowledge, Not much, 22% 33% Fair understanding, 44%Source: WFA online survey: Base: 9 companies. Date: April 2012. Beware: low sample
    7. 7. Usage increasing, but concerns remain… Do you use your agency group’s trading desk? If not, why not...? Dont know Yes • “Lack of transparency” 11% 56% • “Invariably this gives rise to conflict of interests” • “Lack of transparency and conflict of interests at No agency” 33%Source: WFA online survey: Base: 9 companies. Date: April 2012. Beware: low sample
    8. 8. “Will demand-side platforms encourage you to…” Increase marketing Agency spend 50% Advertiser 29% Decrease marketing Don’t know 30% 0% 12% spend 26% 20% 32% Have no impactSource: WFA/ Festival of Media survey. Mar-Apr 2012 Base. 70.
    9. 9. LIVE POLL 1Which of the following do you agree with?
    10. 10. LIVE POLL 1Which of the following do you agree with?
    11. 11. Some definitionsSome precautionsSome wild predictionsSome questions
    12. 12. Hype, hype, hype, hype, hype, hype4/20/2012 :: 13 ‘Media’ … analogue to digital
    13. 13. Forrester view: changing structure of media buying … Source: Forrester – The Future of Digital Media Buying (January 2012)
    14. 14. Forrester view: changing process of media allocationa Source: Forrester – The Future of Digital Media Buying (January 2012)
    15. 15. Programmatic ‘RTB’ is scaling … not a specialist niche Source: eMarketer
    16. 16. Why all this complexity … ?Over-supplied Under-measured Impactful, innovative, mobile ...Fixed cost entertainment hard to measure ROI Growth in low cost advertising markets Driven by social
    17. 17. Over-supply created secondary markets … Adnetworks: Image daisy chain Ad Exchange: Rightmedia Exchange operations image – neutral platform simultaneously connecting buyers / sellersSource: PubMatic: Death to the Ad Network Daisy Chain (Jan 2009)
    18. 18. Ad Exchanges created to flatten ‘secondary’market, initial (RMX) principle of neutrality
    19. 19. Proliferation of ‘exchanges’ … no longer neutral
    20. 20. Trading takes place in ‘real-time’:Invite Media / Google’s explanation of RTB
    21. 21. Trading takes place in ‘real-time’:Invite Media / Google’s explanation of RTB Most commonly used data sets … •Time of day •Date •Full URL •OS •Browser Type •Browser ID •Referral URL •Location (IP) •Search / behaviour history •Data markets remain nascent …
    22. 22. Now auctionmarket-makers on both buy & sell sides (DSPs & SSPs)
    23. 23. Invite Media / Google’s explanation of a DSP
    24. 24. Invite Media / Google’s explanation of a DSP Source: Forrester – The Future of Digital Media Buying (January 2012)
    25. 25. Beware an illusion of ROI integrity …attribution is one digital-elephant in the room
    26. 26. Rewards ‘attribution gaming’ … cookie-bombing / chasing last pixel
    27. 27. Rewards ‘attribution gaming’ … cookie-bombing / chasing last pixel Very expensive RTB marketplace placement
    28. 28. Invest in verification:Ad delivery, ‘data ghosting’, cookie / data usage
    29. 29. LIVE POLL 2Are you using a 3rd party delivery verificationcompany such as the companies Anthony has justshown?
    30. 30. LIVE POLL 2Are you using a 3rd party delivery verificationcompany such as the companies Anthony has justshown?
    31. 31. Control pixels on site …Consolidate retargeting & performance buys
    32. 32. Evolve attribution: First capture all influences across paid, owned & earned touch-points Acquisition On-Site Halo EffectTargeted Display ROI Social Halo Effect eCRM SEM Halo Effect
    33. 33. … getting to a single consumer view is complexDisplay adserver, Rich-media adserver, search optimiser, site analytics provider, 3rd party enrichment sources, social interactions, offline relationship (store / CRM)
    34. 34. … enables you to model weight of contribution Position in Position in search results journeyClick or view path Density of interaction (frequency Recency of within a time interaction period) Nature of Ad keyword: size Customer Branded or not. segmentation High / low and value volume
    35. 35. DMP & the emerging specialism of ‘Big Data’Real-time ‘programmatic’ experience optimisation Universal iD integration
    36. 36. Data driven: ‘Addressable media’ should be supported by ‘addressable communication’ Dynamic Ad Home/ Landing Dynamic Site Versioning Page Optimisation Path Optimisation Original OptimisedDynamic creative message& offer listings Matched creative to mediaenvironment Optimized best performing Lift = 107%creative combination CPA improvement 58% Time on site increased & bounce rate reduced
    37. 37. Trading desks today An opportunity to consolidate all aggregated buying Should be developing bespoke segmentation to evolve ‘addressable at scale’ Must be measured transparently versus other inventory sources Will help protect you from attribution gaming Can not operate at traditional digital media management remuneration levels
    38. 38. Programmatic buying in the medium term Current digital display advertising model is not sustainable:  Over-supplied, under-measured, under-valued … consumer / advertiser / yield Programmatic model most effective with scarcity, certainty & quality  Segmentation reduces wastage  Data improves certainty (targeting & attribution)  Design management improves consumer response Display environment / inventory must improve  Video & mobile are scaling on ‘exchange’ marketplaces TV, digital OOH, digital cinema & tablet ‘print’ will soon be ‘ad-served’  Anticipate segment-able / addressable model, with creative adaptability  Mobile will add a powerful data layer – SO LO MO CO Anthony Rhind’s view (not speaking for Havas):  Majority of all media will be adserved & traded programmatically  Trading desks will be the ‘deployment’ arms for agencies (across P.O.E.)  DSPs are the technology layer – adservering & optimisation commodity
    39. 39. LIVE POLL 3Which of the following do you agree with?
    40. 40. LIVE POLL 3Which of the following do you agree with?
    41. 41. What’s next for WFA members?• More detailed peer research and ad-hoc web meetings• Included on agenda at Digital Network : 10th May, Paris• Updated ePrivacy webinar: 15th May• Round-table at Media Committee: 3rd October NYC
    42. 42. Thank you! Anthony Rhindanthony.rhind@havasdigital.com Rob Dreblow r.dreblow@wfanet.org

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