1345 omma rtb ben fox
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The document summarizes the history and evolution of media buying over the past 300+ years, focusing on the past 10 years of media exchange buying and real-time bidding (RTB). It outlines the transition from direct publisher sales in newspapers/magazines (1700s) to television spots/upfronts (1950s) to digital media buying (1990s). It then details the development of media exchanges (2000s) and the rise of RTB bidding through exchanges from 2008 onward. Finally, it discusses the current state of exchanges, buying metrics needed for RTB, and the future potential of infinite inventory and real-time consumer experiences through exchanges.
![THE PAST, PRESENT, AND FUTURE OF
MEDIA BUYING, EXCHANGES, AND RTB
Created by Ben Fox
[ Follow me on twitter!: @benfoxgo ]](https://image.slidesharecdn.com/1345ommartbbenfox-120727140548-phpapp01/85/1345-omma-rtb-ben-fox-1-320.jpg)
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1345 omma rtb ben fox
- 1. THE PAST, PRESENT, AND FUTURE OF MEDIA BUYING, EXCHANGES, AND RTB Created by Ben Fox [ Follow me on twitter!: @benfoxgo ]
- 2. 300 YEARS OF MEDIA BUYING 1700s • Newspaper and magazine media buying • First direct sales
- 3. 150 YEARS OF MEDIA BUYING 1880s-1930s 1950s 1990s • First agency buying • Television Spots • Digital media buying from print and then • First TV upfronts focused radio on new car models
- 4. 10 YEARS OF MEDIA EXCHANGE BUYING 2000-2002 2003-2004 2005-2006 2008-2009 • Overture / Goto Patent • Google launches Adsense • Exchanges created - • RTB bidding starts on • Search listings • SEMs begin Manual Bidding SDC/FOX and shortly • $2.9BB for Engage programmatic bidding • Display thereafter – through appnexus • $1.6BB for Overture • APIs • Who/What was the first RTB bid?
- 5. CURRENT STATE OF EXCHANGES 2010-2012 Exchanges broken into 3 CATEGORIES: Meta Layer Broad Vertical Provide 5 PRIMARY MEDIA TYPES
- 6. MEDIA BUYING EVOLUTION TODAY ALL THREE ARE USED IN PARALLEL BY DIRECT TO EXCHANGES & RTB ON BUYERS PUBLISHERS AD NETWORKS EXCHANGES Sites Audience Users Homepages Demos Retargeting Cookies Sponsorships Psychos Behaviors Source [2011 AMG industry estimates]
- 7. 2011 ESTIMATED STATS FOR EXCHANGES BUYING & RTB RTB TODAY: 0.5% of advertising is RTB enabled, bought and sold $3.00 $2.70? TOTAL $160 BB $2.00 Average Estimated [3.9% GROWTH] RTB CPM $1.35 $1.00 ONLINE $26 BB [10% GROWTH] $0.33 EXCHANGES 2009 2012 2015 $1.4 BB [50% GROWTH] RTB $800 MM [ESTIMATE] Source: Emarketer, Forrester, AMG Industry Interviews
- 8. AGENCIES NEED NEW BUYING METRICS IN A WORLD OF RTB
- 9. WHAT IS SO DIFFERENT ABOUT EXCHANGE BUYING?
- 10. MANUAL AND EXCHANGE BUYING – 1+1 = 3! TOTAL CONVERSIONS TOTAL CONVERSIONS 250,000 SITES 1 MILLION 125 SITES SITES 500 SITES MANUAL MEDIA BUYING RTB ▶ Most conversions ▶ Incremental conversions you might not have gotten ▶ Adjust and optimize (daily/weekly) ▶ Optimize more quickly (instantly every second) ▶ Inventory that converts ▶ Diversify your spend sometimes unavailable ▶ Focus more quickly on higher performing sites
- 11. BUSINESS AND TECHNOLOGY CAPITAL INVESTMENT
- 12. RTB TECHNICAL WORKFLOW BID MILLIONS OF TIMES FOR EVERY BLINK SLA’sCOMPARISON 6 bi l l i on ti mes /day for Googl e US ful l feed Search Feeds // 50ms Display Ads // 500ms Video Ads // 1000ms RTB // 100ms Blink of an eye // 50ms
- 13. THE KEY TO WINNING AT RTB IS YOUR PROFILE STORE
- 14. THE N TH SCREEN IS HERE! INFINITE INVENTORY!
- 15. CONSUMERS WILL BE LIVING IN A REAL TIME WORLD!
- 16. THE FUTURE OF EXCHANGES EXCHANGE MARKETPLACE
- 17. FOLLOW ME!: @benfoxgo C O N TA C T A D C O N I O N M E D I A G R O U P AT: bfox@adconion.com CREATED BY: Ben Fox DESIGNED BY: Taryn Linscott, Sina Bruckman PRODUCED BY: Lindsey Breeden