Programmatic Media Trends - Brazilian Market with data from eMarketer, Statista, World Federation of Advertisers, Gartner and Oath.

1. Brazilian Market
PROGRAMMATIC MEDIA
TRENDS

2. 48%41%
29%24%
Digital Spend
WHO RUNS THE WORLD?
20212017
SOURCE: Emarketer http://totalaccess.emarketer.com/chart.aspx?r=205572
DIGITAL
SHARE

3. Media Investment
WE LIVE IN A DIGITAL COUNTRY
SOURCE: Oath Programmatic Hour Discussion 2017
48%
24%
8% 6% 6%
3%
TV DIGITAL NEWS RADIO OOH MAGAZINE

4. Media Investment
WHERE THE DIGITAL STILL GROWING
SOURCE: Statista – Internet Ad Spend Brazil

5. Media Investment
AND WHERE PROGRAMMATIC ARE DOMINATING
SOURCE: Statista – Internet Ad Spend Brazil
69%
Of the digital media
Investment will be
programmatic in
2020 in Brazil 43%
52%
61%
69% 75% 79% 83%
57%
48%
39%
31% 25% 21% 17%
2017 2018 2019 2020 2021 2022 2023
Programmatic Non-Programmatic
2,4bi
3,6bi 5,2bi 7,2bi 9,5bi 11,9bi 14,3bi

6. Programmatic Investment
THERE’S A LOT OF POTENTIAL
SOURCE: Programmatic Market Maturity Report 2018, World Federation of Advertisers
WFA analyses that most inventory and
formats are available via programmatic,
but access are less automated.
Factors such as legacy
trading relationships and/or geographic
or cultural remoteness has supressed
maturity.
Maturing Markets have a higher volume
of direct ads inventory than might be
expected. In general this is a mature
characteristic, but in this category, it
reflects the fact that programmatic is
concentrated into relatively few sales
houses, which can create a barrier to
wider programmatic market adoption.

7. Programmatic Inventory
ALL IN
Connected & Programmatic TV
RedeTV now sells his inventory
through programmatic platforrms.
DOOH
Rubicon already sells
inventory from Clear Channel
RJ through programmatic.
Audio & Radio
Inventory from Spotify and
SoundCloud are programmatic.

8. Programmatic OOH
ALREADY WORKING
REGIONAL CLUSTERS
Instead of buying all the the hundred points of the city,
with the programmatic it’s possible to run the campaign
only in certain regional clusters.
PURCHASE PER DAY
The advertiser can run campaigns through the purchase
of CPM-paid per diems - making it easy to customize
and streamline the media plan. In the traditional
purchase, the minimum contract is per week.
CUSTOM MESSAGE
The programmatic model allows the display of different
messages for each circuit, in addition to the placement
of different creatives for each period of the day and
possibility of interactivity.

9. CLUSTERIZED
CIRCUITS
Clustering of the points of Rio de
Janeiro in 6 regions with similar
demographic and behavioral profiles
- thus allowing the segmented
purchase through the programmatic.

10. Geolocation
HYPERLOCATION
Through Factual's advanced
geolocation technologies, it is possible
to hypersegment the campaign for
users at specific addresses and impact
in any Exchange Display Media.
FOR USE OF THAT FEATURE ARE ADDED R$ 0.96
IN THE CPM MARGIN OF THE PROGRAMMATIC MEDIA.

11. Geolocation
HYPERLOCATION
1.
2.
3.
Use of Business Categories
Options of segmentation in the link.
Address Segmentation
Uploading specific address list
Real Time or Lookback
Reach of users who are in the real time locations
or who have been there in the last days.

12. Independent Measureament
THE RULE IS CLEAR
Advertisers and agencies believe that digital media have to be their
results validated through a third party auditor.

13. Publisher
THE WINDOW TO THE AUDIENCE
Source: ComScore jan/2018 - Multi-Platform
PORTAIS: SITES:
Globo.com – 72%
UOL – 70%
Microsoft – 50%
R7 – 38%
Yahoo – 45%
Terra – 38%
IG – 33%
ClickRBS – 9%
MercadoLivre – 42%
Americanas – 37%
OLX – 24%
Veja – 13%
TudoGostoso – 18%
M de Mulher – 6%
Exame – 13%
Adoro Cinema – 10%

14. yPrioti
Publisher Point of View
BUYING MODELS
Source: Oath PHD 2018
1
2
3
4
5
6
Priority
Direct Buy (with IO)
Preferred Deals
Private Marketplace
Open Auction
Barter trade agreements
House Ads

15. Across the World
BUYING MODELS
Source: eMarketer
The programmatic inventory sales in
Brazil continues much more by Open
Marketplace than Private, what means
lower CPMs and less relationship with
media partners.

16. yPrioti

17. yPrioti

18. yPrioti
Brand Safety
QUALITY & CONTEXT MATTERS
Source: Oath PHD 2018

19. yPrioti
Brand Safety
CATEGORIES WITH MORE INCIDENCE
Source: H1 2017 Integral Ad Science Media Quality Report

20. Measurement
BENCHMARKS
Source: Oath PHD 2018

21. Audience Verification
BENCHMARK
Source: Oath PHD 2018

22. Programmatic Software
TOP DSP’s
Gartner defines the ad tech market as
technology for managing advertisements
across channels, including search,
display, video, mobile and social, with
functions for targeting, campaign
design, bid-management, analysis,
optimization and automation of digital
advertising.
Source: Gartner

23. Programmatic Data
DATA PROVIDERS
#1 LATAM
DEMOGRAPHICS INTERESTS PRODUCTS
BRANDS CAREER TECHNOLOGY
EXAMPLES OF SEGMENTS TREE:
TAIL
NAVEGG

24. THANKS!