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Paid Media Digital Ad Trends: Programmatic, OTT, RTB, Etc.

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The digital landscape is constantly changing. Anvil’s team always tries to keep a pulse on the latest and greatest in digital trends to ensure we’re bringing innovative strategies and solutions to our clients. In our next webinar, our Paid Media team will discuss what is new in digital media including OTT, Real-Time Bidding, Programmatic and other advancements in digital. Of these topics, we will be doing a deep dive into what “Over the top” (OTT) means and examples of how streaming platforms can be leveraged as well as outlining the differences between Programmatic and Real-Time Bidding (RTB). Through our discussion, we hope to inspire you to test some new tactics and get creative with your media plans.

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Paid Media Digital Ad Trends: Programmatic, OTT, RTB, Etc.

  1. 1. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Paid Media: Digital Ad Trends Programmatic, OTT, RTB, Etc. May 29th , 2019
  2. 2. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Topics 2 3 | Programmatic 11 | Real Time Bidding 13 | Over the Top
  3. 3. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Programmatic 3
  4. 4. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. What is Programmatic? 4 The use of automation, normally through a DSP, to buy and sell digital media. How it Works Through the DSP (demand side platform), an advertiser can place a bid for a placement on the internet for their ad to show. Publishers then use a Supply Side Platform (SSP) to share what placements are available on their online platforms. The DSP & SSPs sync up in real-time to conduct the auction.
  5. 5. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Rise of Programmatic 5 - Programmatic digital display ads will account for roughly 85% of digital ad spend this year and will grow to 88% by 2021 - Video, social and native placements will drive the majority of this growth
  6. 6. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Programmatic Types 6 Open-Market RTB - Real-time bidding on impressions where the impressions are available to all bidders Private Marketplace (PMP) - customized, invitation-only marketplaces that provide publishers with the ability to set aside certain ad inventory packages and sell it to a select buyer or group of buyers with an emphasis on margin management for the seller Private Marketplace Guaranteed (PMPG) - similar to private marketplace buys except that the inventory is offered by one seller to only one buyer Automated Guaranteed (AG) - automation of traditional digital direct sales often of publishers’ most highly valued (e.g. premium) inventory. Automated Performance (AP) - similar to Automated Guaranteed, but for these deals campaign performance is guaranteed, rather than impressions (purchased on a CPC or CPL basis instead of CPM) Spot Buying (SB) - happens within an exchange environment but are pre-negotiated, fixed priced
  7. 7. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc.7
  8. 8. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Targeting 8 Audience - utilizing demographic attributes such as gender, age, household income, education level, relationship status, etc. Behavioral - targets consumers based on online activity Retargeting - ads that are shown to someone based on an action they have taken on your website (i.e. viewed a page, left a product in their cart, etc.) Geotargeting - targeting specific areas Cross-Device - advertising to prospects across multiple digital devices based on an understanding of how and when they may be using a specific device Contextual - looks at the category or keywords of a website page a customer is viewing and then serves them ads that are highly relevant to that content
  9. 9. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Creative 9 The most common ads run through programmatic are different types of image and video banners. However, with advancements in the digital space, audio and connected tv offerings are becoming more popular. Ad Types - Image Banner - Video Banner - Audio/Radio - Connected TV
  10. 10. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Benefits 10 - Gives advertisers greater control over their ad placements - Previously, online ad buys were controlled by publishers - Allows you to split up your targeting across platforms/placements and optimize accordingly - Advertisers can put strict requirements over their ads such as viewability or if the sound must be turned on for a video before they pay the cost of the impressions
  11. 11. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. What is Real-Time-Bidding? 11 Real-Time Bidding is a type of programmatic bidding in which inventory is bought and sold on an impression basis. This process happens in ⅓ of a second or before a webpage loads.
  12. 12. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Real-Time-Bidding vs. Programmatic 12 Real-Time Bidding is a type of Programmatic advertising. However, programmatic also includes the other deal types that were previously discussed. Spend in RTB is expected to grow from 4.18 billion USD in 2018 to 18.56 billion USD in 2023.
  13. 13. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Over-the-Top Media 13
  14. 14. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. What is “Over the Top” Media? 14 Advertising on TV or streaming platforms through internet connected devices. Examples of OTT devices include ● Smart TVs (such as Google TV and LG Electronics Channel Plus) ● Gaming devices (such as Xbox One, PlayStation, and Wii U) ● Smart set-top boxes (such as Roku, Google Chromecast, and AppleTV), ● Devices: desktops and laptops, tablets, and smartphones (such as iPhones, Android Phones, and Windows phones) ● Platforms (Hulu, Netflix, Amazon Video etc).
  15. 15. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. The Rise of OTT Although OTT represents less than 5% of total U.S. TV ad spend, linear TV spend has been declining since 2016 (according to MAGNA & eMarketer). Conversely, OTT ad spend grew by 40%+ last year and can be found in at least 80% of U.S. WiFi households 15
  16. 16. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Accessing OTT In general, there are three ways to access OTT inventory through addressable buying: programmatic, platform direct and publisher direct. 16
  17. 17. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Over-the-Top Strategies 17
  18. 18. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Be Customer Centric Not always feasible to distribute content across every platform and device. What is more important is focusing on distributing where your audience is. The goal is to get your content to the right audience at the right time. Understand who your audience is, where they are watching, and why. Your audience and their needs should be the central focus of your content strategy. Targeting Options — Behavioral Targeting — Content Targeting — Retargeting 18
  19. 19. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Content Strategy Design creative for the platform, as different platforms serve different purposes and are used by audiences in different ways. 19 The secret to your long-term success is developing an airtight content strategy, that aligns your unique content and audience with how and where you distribute, promote and monetize your video.
  20. 20. Measurable Marketing That Moves You // © 2019 - All information in this document is copyright protected and the property of Anvil Media Inc. Amplifying You. anvilmedia.com

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