SEMPL18: CONOR MULLEN
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This document contains definitions of homonym, synonym, and antonym. It also contains various statistics about the global population, internet usage, and digital advertising. Finally, it discusses topics related to programmatic advertising and the evolution of digital media consumption.
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SEMPL18: CONOR MULLEN
- 1. 1
- 2. 2 Why Can’t We Be Friends? Programmatic Trading in a TV World
- 3. 3 Tús Maith Leath na hOibre
- 4. 4 WTF is Programmatic Advertising?
- 5. 5
- 6. 6
- 7. 7 Homonym (noun) A word having the same pronunciation as another, but differing from it in origin, meaning, and often in spelling Synonym (noun) A word or phrase that means exactly or nearly the same as another word or phrase in the same language Antonym (noun) A word opposite in meaning to another (e.g. bad and good ).
- 8. 8
- 9. 9 7.1Billion Population of world 45%Internet penetration worldwide 3.2Billion Number of worldwide internet subscriptions Source: ITU 1.1billion Websites
- 10. 10 30 Billion Ad Impressions Per Month
- 11. 11 2nd Highest VOD in Europe
- 12. 12
- 14. 14 Obligitory Long Tail Slide
- 16. 16
- 17. 17
- 18. 18
- 19. 19
- 20. 20 TV LAND
- 21. 21
- 22. 22
- 23. 23
- 24. 24 US TV Ad Ecosystem Network Broadcaster MVPD MSO DMA DMA DMA DMA DMA DMA
- 25. 25 210 DMAs
- 26. 26 Global Adspend by Medium Source: ZenithOptimedia
- 27. 27
- 28. 28
- 29. 29
- 30. 30
- 31. 31
- 32. 32
- 33. 33
- 34. 34
- 35. 35 TV DIGITAL
- 36. 36 TV DIGITAL+
- 37. 37 What the Vendors Say… Addressable TVLinear TV Time
- 38. 38 Evolution
- 39. 39 20132012201120102009200820072004 2014 2015 2016 Evolution of RTÉ.ie and RTÉ Player Mobile service launched Live webcasting begins RTÉ News Now launched RTÉ Player launches on PS3 RTÉ News Now, GAA and radio apps launched RTÉ.ie home page and news redesigned RTÉ Player launched New Life&Style Hub on RTÉ.ie RTÉ ID launched RTÉjr app launched RTÉ Player android app launched on xbox RTÉ News Now app redesigned GAAGO launched RTÉ Radio Player launched RTÉ Player launched on iOS New RTÉ Archives site Evolution of RTÉ.ie and RTÉ Player
- 41. 41 Who are the Audience People Power
- 42. 42 What It Is in Reality… Programmatic TV Linear TV Time Digital Pureplay TV Cable VOD VOD Addressable Linear TV
- 43. 43 ????
- 44. 44
- 45. 45
- 47. 47 Legacy
- 50. 50
- 51. 51 5average number of Potential Portable Online Devices in the home. Source: google 2015
- 52. 52 12,000 Different devices with Android
- 53. 53
- 54. 54 Is this is the end?
- 55. 55 We Need to Better Understand Our Audience
- 56. 56 TV Everywhere
- 58. 58 Data Analysis is a Challenge Most Companies Find it Difficult Source:eConsultancy As Hard to Find Insight
- 59. 59 Big Data at Work
- 60. 60 Biggest Challenge Facing Us All…
- 61. 61 TV ‘On the Go’
- 62. 62 Which of the following companies do you consider “serious players” in programmatic TV? 64 30 30 27 27 Tubemogul Videology Yume DFP Rocketfuel Source: Wideorbit
- 63. 63 Top 3 Consumer Concerns while watching Online Video Top 3 concerns to consumers when watching online video Source: Accenture 2015 Digital Consumer Survey 0 13 25 38 50 Advertising interuptions during the programmes Initial time required for buffering Video or sound stops playing or is distorted
- 64. 64
- 65. 65
- 66. 66 31.2% 6.3% 9.5% Adults 15-24: Cumulative Reach Source:RTÉ/GfK Compete or Complement?Complement? +
- 69. 69 1
- 70. 70 2
- 71. 71 3 Data is the new Black
- 72. 72 #OMFCNATMT
- 74. 74 Go mBeimíd Beo ag an am seo arís @IamConor Mullen www.linkedin.com/in/conormullen
Editor's Notes
- Almost 75% of those online are in the top 20 developed countries
- Seeking buying efficiency, audience targeting, data and consolidation of buy/sell side There can be over 12 touch points in a digital campaign But again that’s down to the low barriers to entry and the ability to have an almost limitless number of intermediaries
- 210 DMAs in US
- Tv evolution
- Think of Where and When the Audience Will Most Likely Watch/Listen/Consume
- And this is a best effort solution – to match broadcast you need 100 exabytes , currently the average is 2 exabytes
- The growth in disaggreagtion means there are and will be opportunities for programmatic
- Data jennifer golbeck the top five attribiutes of intellingce
- Reality check
- Recognise any of these companies!
- 15.5% additional reach for 15-24s
- There are companies that say they can do this- And they can –plan But there isn’t any real time reporting And you do need proprietary software It is coming
- The inattention nation is the biggest challenge 74% of 14-17 year old are on their smartphone whilst watching TV
- Predictive analytics Neural Tag management control of customer data sources Machine learning Bespoke algorithms Demensionality reduction Merkle cloud systems – Tony Giordano Ad fraud retragetting transparency
- 51 percent of millennials would share personal information with companies as long as they get something in return, versus 40 percent of people 35 and over. (USC Annenberg Center for the Digital Future) 65% of 200 businesses surveyed said that either their analytics is useless or they struggle to make meaning from it
- Oh my f8ing christ not another trendy measuring term Omni Channel Multi touch attribution modelling) (#OMFCNAYFR Convergence in the living room Content in the living room is where its at Details on consumption patterns the most frequent place of use for RTÉ Player is in the living room