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Audience Platforms
JC Conti
November, 2016
Shifting Market Dynamics
Digital Advertising 2015 – 2019 ($ Billions)
2015
(in Billions)
2019
(in Billions)
CAGR
(%)
Globa...
+
44%
of global digital advertising spend in 2015
48%
of incremental sales dollars in 2015 vs. 2014
SOURCE: eMarketer, 2015
AppNexus Inc. - Confidential – Not for Distribution4
In the US, outside of Google and Facebook, the digital Ad
industry sh...
Audience Platform Metrics
1 Source: Facebook Q2 2016 Earnings Release
2 Source: Facebook Q4 2015 Earnings Call
3 Source: F...
It’s Not Just Ecommerce -
It’s an Audience Platform
AUDIENCE
DATA
ACQUIRE
ENGAGEMONETIZE
Audience Platform Metrics
1Source...
Internet
Businesses are
Transforming
Into Audience
Platforms
ACQUIRE
ENGAGEMONETIZE
ACQUIRE
ENGAGEMONETIZE
ACQUIRE
ENGAGEM...
PREDICTIVE
FORECASTING
ENGINE
AUDIENCE DATA
AUDIENCE
PLATFORM
ACQUIRE
ENGAGEMONETIZE
ACQUIRE
USER
VALUATION
CUSTOM
AUDIENC...
Audience Platforms Of The Open Internet
10
Header Bidding Buzz
‘The ad tech
industry is
waging a secret
war on Google’
‘The Rise Of 'Header
Bidding' and The End
o...
Market Trends
2
>50%of publishers are
using Header Bidding
compared to a handful two
years ago
3xmore adoption
of Header B...
2
Case Study
COMPETITION
40%
FROM AdX
OF REVENUE
PROFITABLE
2xLIFT IN eCPMs
NO MATERIAL CHANGE IN UX
NO COMPETITION
90% FR...
The
Header
Bidding
Stack
13
SERVICES
to make it easy
ANALYTICS
to measure performance
BIDDERS
To access Demand
CONTAINER
t...
What You Can Do
OWN YOUR OWN
AUDIENCE
USE TRANSPARENT
TECHNOLOGY
PARTNER FOR
LEVERAGE
Header-Bidding, Rui de Freitas
HEADER-BIDDING
HACK OR SOLUTION TO
INCREASED PUBLISHER YIELD
Rui de Freitas
09.11.2016
Header-Bidding, Rui de Freitas16
WTF is Header Bidding?
WTF is Header Bidding?
New marketplace
TV Show
Hack
Buzz Word
Header-Bidding, Rui de Freitas17
HEADER-BIDDING
Definition :
Technique for publishers to offer inventory to
multiple ad ex...
Header-Bidding, Rui de Freitas18
TYPICAL SETUP
Ad Technologies
AdServer BID
10.00
SSP BID
12.00
AdNetwork 1 BID
8.00
AdNet...
Header-Bidding, Rui de Freitas
Header Bidding
Ad Technologies
19
HEADER-BIDDING SETUP
Ad Technologies
AdServer BID
10.00
R...
Header-Bidding, Rui de Freitas20
HEADER-BIDDING
Source: http://contango.technorati.com/header-bidding/
Header-Bidding, Rui de Freitas21
WHAT DOES IT MEAN FOR BUYERS?
SSP BID
12.00 SSP 2 BID
12.00
AdServer BID
10.00
BUYER 1 BI...
Header-Bidding, Rui de Freitas22
QUESTIONS?
Ad Blocking
Blick Group
Ad Blocking has been around for years, but never mainstream.
However, this has recently changed with the launch of iOS 9 a...
3
Ad Block Plus
Efficacy Test
• Online advertising represents the economic foundation for much of the Int
content; however...
Ad-blocking: opportunity and not a threat
Technological evolution towards a greater user experience
EMAIL SPAM POP UPS
AD
...
Decline in audience goodwill
Decline attention to ads
Decline in trust
Why ad blocking is on
the rise?
The need to monetiz...
Ad Blockers vs
Retargeting
7
Opt-out / Opt-in solution: give
users a choice
We believe that providing users a choice
trumps forcing with no options. ...
8
Other monetization
strategies
Less is more approach to ads > better ad experience for users
Content Commerce
Brand Studi...
AdBlocking StrategienPAD16 | 09. November 2016
PAD 16 | 09. November 2016
AdBlocking Schweiz
10% 20% 30%
● Verschiedene Messmethoden
● Desktop, Mobile Web, Apps
● Sehr unterschiedliche Resultate
P...
AdBlocking Strategien
Circumvention
Beispiel: Facebook
● Block AdBlocker
● Addefend, Counterblock & Co.
● Katz- und Maussp...
AdBlocking Strategien
Content blocking
Beispiel: Bild.de
● Aussperren der User
● Abo oder Daten als Alternative
● Reichwei...
AdBlocking Strategien
Consumer messaging
Beispiel: NZZ.ch, theguardian.com
● Aufklärung und Austausch
● Werbeformate und P...
AdBlocking Strategien
Whitelisting
Beispiel: Google, Criteo
● Nur für statische Bild-/Textwerbung
● Freischaltung gegen Be...
NZZ Erfahrungen
● User-Aufklärung mittels Infobalken
und red. Artikel (April - Oktober 2016)
Grosser Aufwand - kein Effekt...
Fazit
● Solo-Massnahmen NZZ.ch wirkungslos
● Es wird eine gemeinsame Branchenlösung angestrebt
● Fokus auf alternative Wer...
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PAD16: Seller track

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PAD16: Seller track

  1. 1. Audience Platforms JC Conti November, 2016
  2. 2. Shifting Market Dynamics Digital Advertising 2015 – 2019 ($ Billions) 2015 (in Billions) 2019 (in Billions) CAGR (%) Global Advertising $513 $623 4.98% Non-Digital $354.1 $377.1 1.59% Digital $158.9 $245.9 11.53% Programmatic $29.3 $61.9 20.56% SOURCE: Magna Global / Cowen Group
  3. 3. + 44% of global digital advertising spend in 2015 48% of incremental sales dollars in 2015 vs. 2014 SOURCE: eMarketer, 2015
  4. 4. AppNexus Inc. - Confidential – Not for Distribution4 In the US, outside of Google and Facebook, the digital Ad industry shrunk in H1 2016… Source PWC / IAB - Digital Advertising 2015 – 2016 ($ Billions) Google and facebook account for 80 to 85 percent of every new dollar spent on Digital.
  5. 5. Audience Platform Metrics 1 Source: Facebook Q2 2016 Earnings Release 2 Source: Facebook Q4 2015 Earnings Call 3 Source: Facebook Q2 2016 Earnings Call 1.13B Daily Active Users1 1.03B Mobile Daily Active Users1 1.71B Monthly Active Users1 500M users on Events2 50M small and medium sized business on Pages3 AUDIENCE DATA ACQUIRE ENGAGEMONETIZE It’s Not Just Social Media - It’s an Audience Platform
  6. 6. It’s Not Just Ecommerce - It’s an Audience Platform AUDIENCE DATA ACQUIRE ENGAGEMONETIZE Audience Platform Metrics 1Source: Consumer Intelligence Research Partners, July 2016 2Source: Amazon company website 3Source: Forrester Research, July 2015 63M Prime members1 $1500 spent by the average Prime per year1 285M active accounts2 30M+ products available for Amazon Prime2 30% of online shoppers in the U.S. have a Prime membership3
  7. 7. Internet Businesses are Transforming Into Audience Platforms ACQUIRE ENGAGEMONETIZE ACQUIRE ENGAGEMONETIZE ACQUIRE ENGAGEMONETIZE ACQUIRE ENGAGEMONETIZE AUDIENCE DATA AUDIENCE DATA AUDIENCE DATA AUDIENCE DATA TELECOM MASS MEDIA MESSAGING GAMING
  8. 8. PREDICTIVE FORECASTING ENGINE AUDIENCE DATA AUDIENCE PLATFORM ACQUIRE ENGAGEMONETIZE ACQUIRE USER VALUATION CUSTOM AUDIENCES BID OPTIMIZATION DYNAMIC CREATIVE VIEWABILITY CONTENT MARKETING ACQUIRE USER VALUATION CUSTOM AUDIENCES BID OPTIMIZATION DYNAMIC CREATIVE VIEWABILITY CONTENT MARKETING ENGAGE SITE PERFORMANCE VIDEO DELIVERY LANDING PAGE OPTIMIZATION CONTENT RECS CONTENT MARKETING ENGAGE SITE PERFORMANCE VIDEO DELIVERY LANDING PAGE OPTIMIZATION CONTENT RECS CONTENT MARKETING MONETIZE PRICING AD SERVING FORECASTING YIELD MANAGEMENT ORDER MANAGEMENT SYSTEM HEADER BIDDING MONETIZE PRICING AD SERVING FORECASTING YIELD MANAGEMENT ORDER MANAGEMENT SYSTEM HEADER BIDDING
  9. 9. Audience Platforms Of The Open Internet
  10. 10. 10 Header Bidding Buzz ‘The ad tech industry is waging a secret war on Google’ ‘The Rise Of 'Header Bidding' and The End of The Publisher Waterfall’ ‘HEADER BIDDING – Another nail in the second- price coffin’ ‘WTF is header bidding?’
  11. 11. Market Trends 2 >50%of publishers are using Header Bidding compared to a handful two years ago 3xmore adoption of Header Bidding in Q1 2016 vs. previous quarter +20-50% revenue lift on average from using Header Bidding Header Bidding Impressions on AppNexus More and more publishers are taking advantage of Header Bidding.
  12. 12. 2 Case Study COMPETITION 40% FROM AdX OF REVENUE PROFITABLE 2xLIFT IN eCPMs NO MATERIAL CHANGE IN UX NO COMPETITION 90% FROM AdX OF REVENUE UNPROFITABLE part of
  13. 13. The Header Bidding Stack 13 SERVICES to make it easy ANALYTICS to measure performance BIDDERS To access Demand CONTAINER tech to connect with partners
  14. 14. What You Can Do OWN YOUR OWN AUDIENCE USE TRANSPARENT TECHNOLOGY PARTNER FOR LEVERAGE
  15. 15. Header-Bidding, Rui de Freitas HEADER-BIDDING HACK OR SOLUTION TO INCREASED PUBLISHER YIELD Rui de Freitas 09.11.2016
  16. 16. Header-Bidding, Rui de Freitas16 WTF is Header Bidding? WTF is Header Bidding? New marketplace TV Show Hack Buzz Word
  17. 17. Header-Bidding, Rui de Freitas17 HEADER-BIDDING Definition : Technique for publishers to offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers.
  18. 18. Header-Bidding, Rui de Freitas18 TYPICAL SETUP Ad Technologies AdServer BID 10.00 SSP BID 12.00 AdNetwork 1 BID 8.00 AdNetwork 2 BID 8.00 Passback Passback Passback Request
  19. 19. Header-Bidding, Rui de Freitas Header Bidding Ad Technologies 19 HEADER-BIDDING SETUP Ad Technologies AdServer BID 10.00 Request with highest bid SSP BID 12.00 AdNetwork 1 BID 8.00 AdNetwork 2 BID 8.00 Request
  20. 20. Header-Bidding, Rui de Freitas20 HEADER-BIDDING Source: http://contango.technorati.com/header-bidding/
  21. 21. Header-Bidding, Rui de Freitas21 WHAT DOES IT MEAN FOR BUYERS? SSP BID 12.00 SSP 2 BID 12.00 AdServer BID 10.00 BUYER 1 BID 11.00 BUYER 2 BID 12.00 Bid RequestBid Request Bid 12.00 Bid 10.00 Winning Bid 10.01 Winning Bid 10.01
  22. 22. Header-Bidding, Rui de Freitas22 QUESTIONS?
  23. 23. Ad Blocking Blick Group
  24. 24. Ad Blocking has been around for years, but never mainstream. However, this has recently changed with the launch of iOS 9 and Ad Block browser on Android. Within the first few days of iOS 9 release, ad blockers rose to top 5 apps in the App Store.
  25. 25. 3 Ad Block Plus Efficacy Test • Online advertising represents the economic foundation for much of the Int content; however, it also represents a significant cost to individual and ent users who must pay to download the ads to their platforms in order to view The present study rates the effectiveness of Adblock Plus – an open source blocking Internet browser extension – in reducing network data requests. U there is a 25.0% reduction in bytes downloaded, a result that increases to 4 video traffic is considered in isolation. The implications of these results for users are also considered.
  26. 26. Ad-blocking: opportunity and not a threat Technological evolution towards a greater user experience EMAIL SPAM POP UPS AD BLOCKERS
  27. 27. Decline in audience goodwill Decline attention to ads Decline in trust Why ad blocking is on the rise? The need to monetize has led to unrestrained advertising Increase in ad volume and page clutter Increase in experience interruption Increase in datasnooping 1 2 3
  28. 28. Ad Blockers vs Retargeting
  29. 29. 7 Opt-out / Opt-in solution: give users a choice We believe that providing users a choice trumps forcing with no options. In the near future, Blick will launch a messaging approach which provides users a choice 1. Continue to push ads, circumvent ad blockers 2. View video ads (forced). Sale this ads at ahigher premium 3. Subscribe
  30. 30. 8 Other monetization strategies Less is more approach to ads > better ad experience for users Content Commerce Brand Studio and native advertising campaigns Distributed content audience ad products Ad Pricing innovation with data programmatic targeting 1 2 3 4 5
  31. 31. AdBlocking StrategienPAD16 | 09. November 2016 PAD 16 | 09. November 2016
  32. 32. AdBlocking Schweiz 10% 20% 30% ● Verschiedene Messmethoden ● Desktop, Mobile Web, Apps ● Sehr unterschiedliche Resultate PAD 16 | 09. November 2016
  33. 33. AdBlocking Strategien Circumvention Beispiel: Facebook ● Block AdBlocker ● Addefend, Counterblock & Co. ● Katz- und Mausspiel PAD 16 | 09. November 2016
  34. 34. AdBlocking Strategien Content blocking Beispiel: Bild.de ● Aussperren der User ● Abo oder Daten als Alternative ● Reichweiten- und Trafficverlust PAD 16 | 09. November 2016
  35. 35. AdBlocking Strategien Consumer messaging Beispiel: NZZ.ch, theguardian.com ● Aufklärung und Austausch ● Werbeformate und Privacy PAD 16 | 09. November 2016
  36. 36. AdBlocking Strategien Whitelisting Beispiel: Google, Criteo ● Nur für statische Bild-/Textwerbung ● Freischaltung gegen Bezahlung ● Abhängigkeit Adblock-Anbieter PAD 16 | 09. November 2016
  37. 37. NZZ Erfahrungen ● User-Aufklärung mittels Infobalken und red. Artikel (April - Oktober 2016) Grosser Aufwand - kein Effekt ● Whitelisting Bild-/Textanzeigen im Business Click Netzwerk Für dieses Produkt sinnvoll, löst aber das eigentliche Problem nicht PAD 16 | 09. November 2016
  38. 38. Fazit ● Solo-Massnahmen NZZ.ch wirkungslos ● Es wird eine gemeinsame Branchenlösung angestrebt ● Fokus auf alternative Werbemöglichkeiten ● Weniger Werbung für registrierte Nutzer (Advertising vs. Data) PAD 16 | 09. November 2016

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