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eMarketer Webinar: Programmatic Advertising 2015 Outlook

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Programmatic advertising is primed for another monumental year, with total US programmatic digital display ad spending expected to reach $14.88 billion and for the first time ever account for more than half of all digital display ad dollars. Topics in this webinar include: How will the nearly $15 billion break down into areas such as open exchanges, private marketplaces, programmatic direct, video and mobile? How is programmatic evolving from a primarily open marketplace to a more private and direct one? Should marketers expect programmatic to infiltrate the ad-buying process on newer screens like wearables and older ones like TV?

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eMarketer Webinar: Programmatic Advertising 2015 Outlook

  1. 1. © 2015 eMarketer Inc. Made possible by Programmatic Advertising 2015 Outlook Lauren T. Fisher Analyst February 12, 2015
  2. 2. © 2015 eMarketer Inc. Agenda:  Defining “programmatic”  Sizing US programmatic digital display investment  Tracking key programmatic trends for 2015
  3. 3. © 2015 eMarketer Inc. Defining ‘Programmatic Advertising’
  4. 4. © 2015 eMarketer Inc. What is programmatic advertising?  Programmatic advertising is an automated, technology-driven method of buying, selling or fulfilling ad placements
  5. 5. © 2015 eMarketer Inc. Within programmatic, there are two main subcategories: RTB and programmatic direct
  6. 6. © 2015 eMarketer Inc. A word of caution on ‘private marketplaces’
  7. 7. © 2015 eMarketer Inc. Sizing US Programmatic Digital Display Ad Spending
  8. 8. © 2015 eMarketer Inc. In 2015, the spending scale will tip toward programmatic: 55% of all US digital display ads will be bought programmatically in 2015, worth $14.88 billion
  9. 9. © 2015 eMarketer Inc. RTB will capture the lion’s share of programmatic ad dollars, but programmatic direct will gain quickly 8%  26%  42% Expected portion of US programmatic digital display ad spending flowing through programmatic direct channels in 2014, 2015 and 2016
  10. 10. © 2015 eMarketer Inc. Dollars flowing into programmatic direct won’t necessarily come from RTB “ Looking at programmatic direct, specifically the reservations and futures, a lot of those ad dollars will come from traditional ad buying margins. Agencies and traditional buyers are at a point where they’re looking to simplify the buying process and want to consolidate toolsets and streamline processes in doing so.” —Esco Strong, director of programmatic advertising at Microsoft
  11. 11. © 2015 eMarketer Inc. Within RTB, the open exchanges will continue to dominate, though private marketplaces will see steep growth
  12. 12. © 2015 eMarketer Inc. More than half of all US programmatic digital display ad spend will come from mobile this year
  13. 13. © 2015 eMarketer Inc. Factors driving mobile programmatic growth include:  Broader ad spending growth across mobile display  Large-scale programmatic adoption among those best positioned for cross-device and mobile  Improvements to incorporating mobile data into demand-side platforms (DSPs) and exchanges  Movement away from last-click attribution models
  14. 14. © 2015 eMarketer Inc. Interest and chatter around programmatic video will be significant this year …
  15. 15. © 2015 eMarketer Inc. … but programmatic’s overall contribution to video won’t match the hype 14.6% Programmatic ad spending allocated to video 28% Total video ad spending transacted programmatically
  16. 16. © 2015 eMarketer Inc. Key Takeaways:  2015 will be a tipping point for programmatic advertising  Open exchanges will still thrive, but programmatic direct will come of age  More than half of all ad spending will come from mobile  Most video ad dollars will remain locked in with traditional direct sales
  17. 17. © 2015 eMarketer Inc. Tracking Trends for 2015
  18. 18. © 2015 eMarketer Inc. 1. More private-type setups will proliferate
  19. 19. © 2015 eMarketer Inc. Combined, US programmatic direct and private marketplace spend will account for:  43% of US programmatic digital display ad spending in 2015  58% in 2016
  20. 20. © 2015 eMarketer Inc. 2. Longstanding concerns about inventory quality will finally be addressed
  21. 21. © 2015 eMarketer Inc. To continue to thrive, the open markets will have no choice but to embrace quality “ The buy side is getting more sophisticated when it comes to traffic quality and viewability. To the extent that the exchanges don’t make similar investments in their own quality, they’re going to find there’s less and less demand out there. Ultimately, they’ll find themselves priced out of market.” —John Murphy, VP of marketplace quality at OpenX
  22. 22. © 2015 eMarketer Inc. 3. Marketers will look beyond third-party cookies to other data sources  CRM  Cross-device  Offline purchase data
  23. 23. © 2015 eMarketer Inc. 4. Programmatic advertising won’t move in-house en masse
  24. 24. © 2015 eMarketer Inc. 5. Interest and talk around programmatic TV will far outweigh investment
  25. 25. © 2015 eMarketer Inc. Programmatic is more apt to come to TV in stages vs. widespread adoption  Addressable TV  Linear TV – Spot & scattered – Upfront & national: Data-driven – Upfront & national: True automation
  26. 26. © 2015 eMarketer Inc. 6. Where programmatic will make gains is with connected TV and over-the-top (OTT) video “ This year, we’ll see real auctions running inside of many of the apps that sit inside your Roku, your Amazon Fire or your Apple TV.” —Jeff Green, CEO of The Trade Desk
  27. 27. © 2015 eMarketer Inc. 7. As other devices and screens enter the mix, expect programmatic to play a significant role
  28. 28. © 2015 eMarketer Inc. Key Takeaways:  Programmatic will tip the scale on ad spend this year  Mobile will be a driving force  Programmatic direct and private marketplaces will draw new ad dollars to programmatic  Improvements to ad quality will become mandatory  Data will continue to prove critical to development  Programmatic buying is coming to TV and wearables, but 2015 won’t be the breakthrough year
  29. 29. Building Brands Through Programmatic 02.12.15
  30. 30. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential We Use All Intelligence Available to Find Your Best Audiences TRUE CROSS-PLATFORM CAMPAIGNS 1st Party CRM Location Lifestyle Device/Apps 3rd Party Context DATA SOURCES BRAND SIGNAL + + + + REAL-TIME FEEDBACK HUMAN & AUTOMATED OPIMIZATION ✓ ✓ ✓ ✕ AUDIENCE EXPANSION 98% of Impressions Delivered to Audiences Scored within the Past 24 Hours
  31. 31. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential We Find the Unique Audiences That Perform at Scale Action takers represent raw data equivalent to homepage & conversion page visits by offering. We use these to build out our Act Alike models. Prospect models indicate Dstillery prospecting Act Alike models (new people). As you can see, we can achieve both scale and performance! SCALE PERFORMANCE Our Science Goes Beyond First and Third-Party Targeting To Identify Unique High-Value Audiences Third Party indicates 3rd party data sets. This is included to determine whether activating 3rd party segments makes sense for this campaign. Here it does not. Mobile Infusion identifies key locations relevant to your brand and your audiences lifestyle. Great for upper/mid funnel.
  32. 32. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential Dstillery's CrossWalk: Intelligent Device Matching Continue the conversation with your audience wherever they choose to engage. Dstillery Uses Good Science To Enable True Cross-Platform Campaigns For Marketers RECENCY FREQUENCY POPULARITY CrossWalk Device Match Score Card X ✓
  33. 33. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential Programmatic Across Industries Drive online credit card applications for a leading credit card company. Dstillery was the top performer on the plan and received incremental spend 2x the initial budget. 71% DECREASE IN CPA BRAND AWARENESS BRAND ENGAGEMENT DIRECT RESPONSE: CPA BOTTOM FUNNEL MID FUNNEL UPPER FUNNEL 3 week campaign telco campaign during Black History Month 49% INCREASE IN VIDEO INTERACTION RATE 82%Retail BELOW CPA GOAL
  34. 34. © 2015 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Lauren T. Fisher Programmatic Advertising 2015 Outlook  Digital Display Adverting: Nine Things to Know About in 2015  2014 Programmatic Advertising Forecast: Digital Display Spending Broadens Beyond Open Exchanges  CPG and Programmatic: The Biggest Ad Spenders Look to Automate Buys, But on Their Terms  Programmatic TV Advertising: Small Investment Today, Big Opportunity Tomorrow  Programmatic Video Advertising: Automated Platforms Begin to Transform Digital’s Premium Marketplace

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