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Private VideoMarketplacesThe New Gateway to Ad Budgets?Digital Publishing SummitMarch 18, 2013
There is a shift happening.Content used to be the proxy for audience…
…but audiences are becoming fragmentedand migrating to new platforms.61.6%                                                ...
So where is the audience?            Time Spent on Mobile Devices                       (min/day)            80           ...
So where is the audience?                   Time Spent Per Week                     with Online Video                     ...
How are advertisers buying video?2011   2012TV Upfront                    44%                      19%Trading Desks       ...
Programmatic buying has                    tripled2011   2012                       11%DSPs                               ...
Manual video buying is declining manual2012                                                         2017                Di...
Programmatic Video buying is growing                                                                            > 65%     ...
The drums are beating!“Ford Embraces Programmatic Buying” - MediaPost   “Programmatic Buying is Taking Over the Media-Buyi...
Private marketplaceyour ability to sell youraudience at scale,programmatically,  across all of your contentchannels and de...
8%                      28%   Publishers Using Private                                          Marketplaces for VideoCurr...
What does a private marketplace look like? Proprietary   3rd party       Audience          Rich media        Brand        ...
PRESENTED BY             Henk Van Niekerk                       VP, PlatformOne Waters Park Drive, Suite 250San Mateo, CA ...
You can find this data and more industry insights at     The Video Wire      www.blog.adap.tv
DPS: Adap.tv Presents: Private Video Marketplaces – The New Gateway to Ad Budgets?
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DPS: Adap.tv Presents: Private Video Marketplaces – The New Gateway to Ad Budgets?

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Today’s video buyers want efficiency, transparency and control, and they’re finding it in automated environments that offer audience targeting and performance optimization. Meanwhile, publishers are often left on the sidelines as this money migrates toward channels unavailable to their direct sales team. But are public exchanges the only way for sellers to get a slice of the programmatic buying action? Join Henk Van Niekerk, vp business development for the Adap.tv platform, and discover how private video ad marketplaces are enabling sellers to win more agency dollars through their own private ecosystems.

Presenter: Henk van Niekerk, vp business development, Adap.tv @adaptv

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DPS: Adap.tv Presents: Private Video Marketplaces – The New Gateway to Ad Budgets?

  1. 1. Private VideoMarketplacesThe New Gateway to Ad Budgets?Digital Publishing SummitMarch 18, 2013
  2. 2. There is a shift happening.Content used to be the proxy for audience…
  3. 3. …but audiences are becoming fragmentedand migrating to new platforms.61.6% 12.9% 2003 2009 2012 2006 1982 1985 1991 1997 20001952 1955 1958 1961 1964 1967 1970 1973 1976 1979 1988 1994 Source: Nielsen
  4. 4. So where is the audience? Time Spent on Mobile Devices (min/day) 80 60 40 20 0 2009 2010 2011 2012 eMarketer, 2013
  5. 5. So where is the audience? Time Spent Per Week with Online Video (hrs:min) 4:20 3:26 2:53 2:20 2009 2010 2011 2012 Source: Arbitron and Edison Research, “The Infinite Dial”, 2012
  6. 6. How are advertisers buying video?2011 2012TV Upfront 44% 19%Trading Desks 19% 11%DSPs 36% 11%Exchanges 32% 61%Ad Networks 81%Direct from 78%Publishers 52% Source: Adap.tv/Digiday Video State of the Industry Survey
  7. 7. Programmatic buying has tripled2011 2012 11%DSPs 36% 11%Exchanges 32% Source: Adap.tv/Digiday Video State of the Industry Survey
  8. 8. Manual video buying is declining manual2012 2017 Digital Media Buying Forecast, 2012 To 2017 Joanna O’Connell, Niki Scevak and Anthony Mullen, October 9, 2012
  9. 9. Programmatic Video buying is growing > 65% a compound annual rate of 17% manual< 30% 2012 2017 Digital Media Buying Forecast, 2012 To 2017 Joanna O’Connell, Niki Scevak and Anthony Mullen, October 9, 2012
  10. 10. The drums are beating!“Ford Embraces Programmatic Buying” - MediaPost “Programmatic Buying is Taking Over the Media-Buying Space” – Bob Arnold, Global Strategy Director, Kellogg’s“Nielsen, ComScore “Top-tier Marketers See aBattle for Online Future in ProgrammaticAudience Ratings” – Buys” - SmartBriefSocial Times “Group M: Programmatic Surges”- AdExchanger“The Next Big Thing In Digital Marketing: Programmatic” – ClickZ
  11. 11. Private marketplaceyour ability to sell youraudience at scale,programmatically, across all of your contentchannels and devices
  12. 12. 8% 28% Publishers Using Private Marketplaces for VideoCurrently Within 12 Months
  13. 13. What does a private marketplace look like? Proprietary 3rd party Audience Rich media Brand auditing and data data verification vendor Study/survey’s Demand Supply Sources SourcesInvited buyers O&O - committed Private Syndicated playerInvited buyers – spot Video PublisherInvited buyers Marketplace partnerships – RTB API API Back office systems
  14. 14. PRESENTED BY Henk Van Niekerk VP, PlatformOne Waters Park Drive, Suite 250San Mateo, CA 94403 www.adap.tv
  15. 15. You can find this data and more industry insights at The Video Wire www.blog.adap.tv

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