Presented by Matt Larson of FRWD at the April 2015 Buyerside Chat. Learn how brand managers and direct-response marketers are leveraging premium inventory to enhance their digital programs and make the most out of their budget. Premium programmatic inventory can open doors to entirely new audiences, provide quality impressions to your campaigns and allow you to display your content with the publishers you want.

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Sponsored by:
&

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Agenda
1)Overview of Premium Programmatic
Matt Larson – Director of Programmatic FRWD
2) Sonobi
Chris Karl – CSO, Head of Market Development
3) Sonobi Happy Hour

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Premium Programmatic
BUYERSIDE
CHATS

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RTB
Real Time Bidding
PMP
Private Marketplace
(Private Exchange)
PMD
Programmatic Direct
Programmatic Inventory Types
Direct Response Branding
Non-Guaranteed GuaranteedInventory
Campaign
Goal
KPI
CPA
Viewability
Brand Lift
PremiumNon-Premium
CPA

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Private Marketplace (Private Exchange)
Negotiated Price Floors
Specific Pubs & Networks
More Control
Media off open exchange
No Price Floor
100% Dynamic Price
RTB PMP

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Programmatic Direct (Automated Guaranteed)
Dynamic Pricing
Non-Guaranteed Inventory
Less Premium
RTB & PMP
Fixed Pricing
Guaranteed inventory
More Premium
PMD

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What is Premium?
BUYERSIDE
CHATS

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How do we define Premium?
404 ERROR
Answer Not Found

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“Premium is in the eye
of the beholder”
-Joe Pych, CEO of NextMark

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Well that is helpful

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Premium Publishers
Priority Inventory
Placement Control
Page level Control
Inventory Guarantees
Rich Media Access
Things to consider

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Publisher Inventory Prioritization
First Priority - Often Direct buy
Second Priority - PMD
Third Priority - PMP
Fourth Priority - RTB

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Without
seeing users,
you can’t get
audience
reach or
reserve
inventory
The Power of First Look

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0
20
40
60
80
100
100%
32%
11.7% 8.8% 7.0% 5.8%
1 2 3 4 5 6
Percentofuniquesyoucan
reach
If you miss 1st page in
session,
You miss 68% of uniques!
Session Depth Impact on Unique Reach
Session Page Depth

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“Premium” Publishers
Auto play video page load (and cycle)
3x clicks per sentence of content
NOT
New ad served on each page load

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Premium Publishers
Top Notch content
Less Ad Clutter
Large Video Player
Not gaming page loads

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Placement Control
Premium inventory can give you control
over page placement:
• Above the Fold
• Unit specificity (size)
• Player size (Video)
• Environment
• Inventory type (in-app v. mobile web
Less of this More of This

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Page Level Control
Control over which pages you appear within the domain
Home Page Specific Content Verticals

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Inventory Guarantees
I Need 25MM Impressions against my audience segment
RTB PMD
• 3MM on ESPN
• 2.5MM on Bleacher Report
• 3MM on CBS Sports
• 1MM Sports Illustrated
• 2.5MM Yahoo Sports
• 4MM impressions on cnn.com
• 500 impressions on ilikeb-ball.com
• 75 impressions on sports.com
• 9 impressions on mattssportsblog.com
• 87 impression on ilikesports.com
• 300K on tacklethyneigbor.com
• Remaining on +1,876 more properties
• 10MM on ESPN
• 5MM on Bleacher Report
• 5MM on CBS Sports
• 2.5MM on Sports Illustrated
• 2.5MM on Yahoo Sports
Planner research determines the best publishers to be: ESPN, Bleacher Report, CBS Sports,
Sports Illustrated, Yahoo Sports

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Rich Media Access
Execute rich media units in
real time
• Pushdown
• Billboard
• Film strip
• Light box
• Mobile interstitial

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How to Access Premium?
BUYERSIDE
CHATS

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(Rubicon)
PMP Discovery Programmatic Direct
How to discover Premium Programmatic

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Get this Deck:
www.FRWDco.com
Thank You!