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Biddable World Presentation: Programmatic Predictions for 2014 by Martyn Bentley
Most marketers know by now that programmatic marketing is a big part of our future, but are you interested in finding out just how it will grow and evolve in the coming year…?
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Biddable World Presentation: Programmatic Predictions for 2014 by Martyn Bentley
- 1. Martyn Bentley @martynbentley Thanksfor joining! Tweet us your thoughts and predictions for 2014 to @martynbentley or @chango with hashtag #2014marketingpredictions
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- 4. BRANDING For Generating Awareness • • • • • • ProgrammaticVideo Custom Premium Marketplace 3rd Party Data Segments FBX News Feed Search Retargeting Twitter Retargeting PROSPECTING For Finding New Customers • • • • Search Retargeting Look-alike Targetng Demographic/Psychographic Twitter Retargeting RETARGETING For More Conversions • CRM Data RetargetingEmail RetargetingProgrammatic Site RetargetingFBX RightrailFBX News Feed • Twitter Retargeting
- 5. 2013 was noisybut extremely productive as it relates to driving the right message to the right audience, at the right time, and to the right medium/platform
- 6. MARCH 2013 Launch ofFBX News Feed; native solution within social… APRIL 2013 Rise in Video RTB spend… Q3 & Q4 2014 OCTOBER 2013 BUT ONGOING Search related changes rolled out by Google… SEPTEMBER & OCTOBER 2013 More on cookie-less environment? Microsoft, Google, Device Identifiers… NOVEMBER 2013 Acquisitions, IPOs, funding… OCTOBER 2013 Enhancements to Facebook Custom Audiences… NOV-/DEC 2013 Role of mobile during Black Friday and Christmas… Continued rise in RTB spend… DECEMBER 2013 ONGOING Evolution of DMPs, DSPs, platforms and data… ONGOING Rise in viewability and fraud awareness… Launch of Twitter’s tailored audiences… BIG TOPIC AT EVENTS Ongoing attention to attribution and incrementality… ONGOING & GROWING Device fragmentation: desktop, smartphones, TV, tablets, etc…
- 7. YES Click-through & View-through Somewhat NO View-through Very Over 70%of brands Over 65% of respondents Only 25% of the respondents and agencies surveyed said they DON’T have separate retargeting goals for mobile use a combination of CT & VT or VT only. Attribution and testing for incrementality will continue to matter. were very satisfied with the vendors or partners they’ve been working with. Majority are somewhat happy. There’s much more to be done along the lines of transparency, efficiency and overall effectiveness. Note: Survey included over 225 brands and agencies Source: The Retargeting Barometer Report by Chango
- 19. $25.0 30% 25% $20.0 In billions 20% Total digital displayad spending Total spend on video advertising $15.0 15% $10.0 10% 5% $5.0 $0.0 RTB as % of total digital display ad spend RTB as % of video advertising spend 0% 2012 2013 2014 Mobile display will be an area to look out for. Total spend, including Facebook and Twitter, is expected to grow from $3.8 billion in 2013 to $14.5 billion by 2017 Sources: IDC and eMarketer 2013
- 21. Martyn Bentley @martynbentley Thanksfor joining! Tweet us your thoughts and predictions for 2014 to @martynbentley or @chango with hashtag #2014marketingpredictions
Editor's Notes
- #7 UK Statshttp://www.theguardian.com/business/2014/jan/12/10-things-christmas-taught-us-about-uk-retail-revolutionShoppers just can't get enough of the internet. We've been buying online for years, but the pace of change took even experienced retailers by surprise. Online sales of non-food items rose by nearly a fifth in December, according to the British Retail Consortium and accountant KPMG – the fastest rate since March 2010. In the grocery market as much as 15% of UK sales, worth £900m, is thought to have been booked online between 20 and 23 December, compared with an average of 5.5% throughout 2013.MOBILETesco said more than a third of its online grocery orders were placed on a mobile device in the runup to Christmas. John Lewis said three quarters of its web traffic on Christmas Day came from such gadgets. Marks & Spencer said orders from tablet computers had more than doubled, while sales via phones were up 80%. Retailers are also seeing spikes in business at new times of the day – early morning, when people purchase from bed, and around 8pm, when shoppers are also watching TV.
- #8 Mobile strategy needs to be thought outAttribution still a battle groundVendors have work to do on satisfaction (Chango has excellent retention rate!)
- #10 90% of users switch devices to complete tasks (Google 2013)People swap devices 21 times an hour, says OMD (OMD UK Future of Britain Report)Audience And Device Fragmentation Will Only Increase If you’ve spent any time trying to reach consumers in recent years, then you know they’re now dispersed across lots of different channels and using lots of different devices. The days of reaching the entire country with a 30-second spot during “Dallas” are over, and they’re not coming back. According to eMarketer, more than 50 percent of Internet users will also be tablets users by 2015. And, to complicate matters further, many of those tablets users will be glancing back and forth between their TV and tablets screens--Nielsen data reveals that 43 percent of tablet owners currently use their devices daily as a second screen while watching TV. Expect that number to shoot up next year.Mobile usage eclipsing online in terms of % of time.
- #11 2. Flow Advertising Will Emerge You might not have heard much about flow advertising at this point, but expect to next year. Flow advertising makes it possible to target consumers in sequences. You can serve your first ad at a particular moment, and then serve the second ad (or choose not to serve it) based on the customer's reaction to the first ad. For example, you might show a preroll on YouTube and then only retarget the consumer who watches the entire ad.Minority report – into the street, onto the bus, etc. Dax article with example of New Balance following person to gym etc.
- #12 3. Marketing Silos Will Continue To Disappear Once upon a time, the different groups within a digital marketing team were divided by clear lines. But as programmatic techniques have spread from search to every other corner of the digital marketing world, the lines have blurred. Meanwhile, paid, owned, and earned media are as blurry as ever. Who owns Facebook Exchange--the social media team or the paid media one? And for that matter, what happens when someone likes an ad on Facebook? Is this social lift paid or earned? In 2014, expect to see media buyers taking credit for social lift. And you can bet that social managers will try to take credit for native ads.We already have search teams providing keywords to the display teams, and those guys gotta talk to social now. Its all linked up. Connecting the dots.
- #13 4. Native Advertising Won't Scale Very Well There is plenty of talk these days about native advertising scaling via automated buying and selling. It’s a nice idea, but if the ads are truly native, it won’t work–almost by definition. Truly native ads are native precisely because they’re customized for a particular publisher’s voice and audience. We may seem some standards for native units emerge, but you can’t go fully native without humans customizing the campaigns.
- #14 5. Mobile Advertising Will Get Better Everyone knows that we’re living in a mobile world, but what’s less obvious is whether marketers can figure out how to make the most of that world by finding new ways to engage consumers. Facebook is already making great strides in mobile, and in 2014 the rest of the marketing world will begin to catch up. Look for more rich media ads, more RTB units, and, following Facebook’s lead, an emphasis on app discovery.Fingerprinting, cross device bridging, IDs, infusion of other data. Cookies.
- #15 6. Content Marketing Will Go Mainstream Content marketing is already a huge, but quite a few brands have remained on the sidelines. That will end in 2014 as content marketing goes mainstream. More companies will hire in-house reporters and editors because they'll come to appreciate that consumers care about their ideas as much as their products.Red BullScrewfix…Sports Rights (golf)Useful info (B2B and B2C
- #16 7. Corporate Marketers Will Embrace Networked Innovation If you’ve worked in corporate marketing, then you probably know that awful, trapped feeling–the sense that you’re not allowed to try anything new and exciting. Well, that's going to be less common in 2014, as corporate marketers rely less on their internal subject matter experts. Instead, corporate marketers will be increasingly free to talk to fellow marketers, in and outside of their industries. In digital marketing, startups will become a source of new ideas for corporate giants.Unillever venturesBrand InnovatorsCant be a disco vicar.
- #17 8. The Cookie Won’t Die–At Least Not Yet Cookies–those tiny bits of code that cause so much controversy–might welldisappear one day. But don’t expect that to happen anytime soon. Third-party cookies still power the large and growing RTB sector. Some estimate that Facebook alone is making a $1 billion per year from its RTB exchange, FBX. So, yes, privacy advocates might one day deliver a knockout punch to third-party cookies, but that won’t happen until we have a suitable alternative. Simply put, the technology is just too necessary and valuable right now.Irritation of bad Site Retargeting. But do we want utterly irrelevant, noisy, shouty ads?
- #18 9. Marketers Will Get Cozy With Their CTOs And CIOs Chief marketing officers (CMOs) know all about working with chief financial officers (CFOs) and sales teams. Next year more and more of them will be spending time with chief technology officers (CTOs) and chief information officers (CIOs). In the age of big data, marketing goes hand-in-hand with technology and information. And if marketers want the best, data-powered digital marketing platforms, they’re going to have to stay on the good sides of the people who oversee the technology and data.
- #19 1 in 4 video $ will be RTB in 2014. $5bn market When it comes to potential reach, video is peerless. YouTube receives more than one billion unique visitors every month – that's more than any other channel, apart from Facebook. One in three Britons view at least one online video a week – that's a weekly audience of more than 20 million people in the UK alone. Video can give you access to all this. Video done well can give you a slice of it. What other form of content can do the same?10. Video Will Explode It took advertisers a while to warm up to online video. But once it happened, it happened fast. This year has been huge for video, and next year will be even bigger. How can we be sure? Well, in this case, there’s some pretty solid evidence.An October 2013 survey from Adap.tv and Digiday polled digital and marketing professionals to get a bead on the state of the video ad industry. They found that online advertising budgets were most often growing at the expense of TV broadcast budgets, according to brands. In fact, 31% of brands that responded were planning to shift their advertising budgets away from broadcast television and into online video, while 30% planned to take money away from display advertising for online video. That represents a significant change since 2012, when brands were pulling dollars from display or print, but less so from television budgets.Read more at http://www.emarketer.com/Article/Brands-Shift-Ad-Dollars-Online-Video/1010339#yzrisJDTL2ROv26g.99
- #20 20% of digital spend in 2013 was RTB – $3.5bn30% of digital in 2017 will be RTB - $9bnFB and Twitter helping drive thisthe IAB released a study showing the UK’s online advertising industry was worth £3.04bn in the first half of 2013.