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ADTECH$DATA - Desafios de um publisher para se conectar em programático.
This document discusses 5 thought drivers for the media industry: follow the consumer, empower publishers, inspire buyer confidence, role of technology, and look beyond the horizon. It provides data showing consumers spending more time with more connected devices, leading advertisers to increasingly follow consumers to digital platforms. Publishers need technology to automate identifying, qualifying, nurturing and converting buyers. Addressing issues like ad fraud, blocking, and viewability is important to inspire buyer confidence. Simplifying technology stacks and using data insights can help publishers stay competitive.
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ADTECH$DATA - Desafios de um publisher para se conectar em programático.
- 1. Fernando Narcio Regional Manager,Latin America @ PubMatic
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- 3. 1. Follow theConsumer 2. Empower Publishers 3. Inspire Buyer Confidence 4. Role of Technology 5. Look Beyond the Horizon 5Thought Drivers
- 4. 1. Follow theConsumer 2. Empower Publishers 3. Inspire Buyer Confidence 4. Role of Technology 5. Look Beyond the Horizon 5Thought Drivers
- 5. Content is King Relevance Followthe Consumer… More Connected Devices Per Person MoreTime Spent with Media Per Day MoreAd Impressions Seen Per Day
- 6. Advertisers Continues toFollow Consumers into Digital 2015 2020E 2035E Global Ad Spending, Digital vs. Non-Digital ($ in Billions) Global Non-Digital Advertising (-6% CAGR) Global Digital Advertising (12% CAGR) 21% 79% 36% 64% 90% 10% 2015 $30B 2035 $1.1 Trillion Programmatic Spend $721 $971 $1,500 Sources: IDC, Magna Global, Zenith Optimedia, eMarketer and PubMatic Analysis
- 7. Ad Dollars FollowDigital & Mobile Eyeballs Advertisers coming to terms with consumers’ shifting consumption habits $0,6 $1,4 $2,4 $4,1 $6,3 $8,1 $5,5 $6,8 $8,1 $9,6 $11,1 $12,7 2013 2014 2015 2016E 2017E 2018E LatAm Digital & Mobile Ad Spend ($ in Billions) Mobile Total Digital Sources: Mobile – eMarketer (Mar. 2015), Programmatic – eMarketer (Mar. 2015)
- 8. 1. Follow theConsumer 2. Empower Publishers 3. Inspire Buyer Confidence 4. Role of Technology 5. Look Beyond the Horizon 5Thought Drivers
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- 10. REQUIRED TECHNOLOGY FOUNDATION Companiesthat are successful in extending their capabilities early will win disproportionate share Requirements for Success DATA HOLISTIC INVENTORY MANAGEMENT OPTIMIZATION & CONTROL REPORTING & ANALYTICS
- 11. Make Your ImpressionsStand Out
- 12. 1. Follow theConsumer 2. Empower Publishers 3. Inspire Buyer Confidence 4. Role of Technology 5. Look Beyond the Horizon 5Thought Drivers
- 13. Concerns: Ad Fraud,Ad Blocking, and Viewability
- 14. Ad Quality ConcernDriven by Ad Fraud Source: WhiteOps (Dec. 2014), Integral Ad Science (Apr. 2015) Global advertisers will lose $6.3 billion to bots in 2015 4.0% All Publishers 16.5% Networks & Exchanges % of Ads Affected by Ad Fraud
- 15. Ad Availability ConcernDriven by Ad Blocking Source: PageFair (June 2015) Alone could have lost up to $6.6billion from AdBlock in 2014 2% 10% 10% 10% 20% 20% 30% Middle East & Africa US AsiaPac Latin America Canada Western Europe Central & Eastern Europe Estimated Ad Blocking Adoption Rates, by Region Latin America
- 16. Ad Value ConcernDriven by Viewability 80% of ads seen for 1-2 seconds with 50%+ of the ad loaded was deemed VIEWABLE In a Media Rating Council (MRC) analysis of billions of impressions… % of Ads that are Viewable All Publishers Networks & Exchanges Source: Integral Ad Science (April 2015)
- 17. 1. Follow theConsumer 2. Empower Publishers 3. Inspire Buyer Confidence 4. Role of Technology 5. Look Beyond the Horizon 5Thought Drivers
- 18. Publisher Journey Technology isRequired For Success in Media This means automating the publisher’s marketing value chain—everything from identifying a new buyer, qualifying that buyer, nurturing buyer relationships, converting a sale and identifying future opportunities to upsell and cross-sell. Obviously, these are not new concepts. However, doing them successfully millions of times a week and in real-time is only possible when enabled by technology. ID Opportunities Qualify Nurture Convert Grow
- 19. Marketing Automation isRequired Opportunity Identification Qualification Planning Conversion Growth Publishers Need to Identify Potential New Advertiser Relationships Publishers Need to Qualify Target Audiences & Placements for Advertisers Publishers Need Inventory Packaging and Negotiation Publishers Need IO Generation & Trafficking of Campaigns Publishers Need to Identify New Cross- Screen, Cross- Channel Opportunities
- 20. The Good andBad of Multiple Partners 20 Advantages Challenges A tiered pricing strategy (leads to higher fill rates, value for inventory) First look inventory is sold arbitrarily (risk of overexposing and devaluing inventory) Create more competition for your inventory from potential new partners Ad quality concerns (sources of fraud, imperfect block-lists) Diversify partner revenue streams and ad-serving opportunities Low visibility and no single source of truth from data Free to take advantage of market changes and emerging technology Slower page loads, poor ad UX and lost impressions
- 21. Key questions foryour tech partner Whose best interests are being served? Is your partner focused on innovating the tech you need? Is your forward visibility their highest priority? Is their platform proposition truly holistic or a point solution? Does their business model make them a vendor or a partner?
- 22. 1. Follow theConsumer 2. Empower Publishers 3. Inspire Buyer Confidence 4. Role of Technology 5. Look Beyond the Horizon 5Thought Drivers
- 23. Growing Need toSimplify the Stack 22% 25% 17% 15% 21% 15% 20% 14% 20% 31% 5 or fewer 5-10 vendors 11-20 vendors 21-30 vendors 30+ vendors 2015 2012 51% of organizations use more than 20 vendors
- 24. Actionable Insights AreYour Competitive Advantage 25% 37% 44% 47% 47% Real-time reporting Advanced customer behavior analytics Dashboards Cross-channel view of results Prescriptive and predictive analytics Source: Gartner (2014), Regalix (Mar. 2015) 85%of marketing organizations are leveraging analytics data to measure marketing effectiveness Media companies spend 11%of their marketing budget on analytics Top Needs from a Marketing Software Provider
- 25. • Follow the“hyper-connected” consumer and increase relevancy • Deploy technology to understand and anticipate consumer needs • Address buyer concerns • Automate your marketing value chain • Simplify the stack and use data to stay ahead Key Takeaways
- 26. 1. Follow theConsumer 2. Empower Publishers 3. Inspire Buyer Confidence 4. Role of Technology 5. Look Beyond the Horizon 5Thought Drivers