Programmatic advertising is here to stay, and is likely to dominate the majority of media trades on a volume and revenue level moving forward. This session with Matt O'Neill, head of supply and fulfillment at Unanimis, will discuss what buyers and sellers can do to optimize exchanges, change and build their audience and move away from standard ad units.
2. “The industry has gone from
a niche area of digital to a
nearly agreed-upon bulwark
of the future media system.
The question now is just what
shape it takes.”
3. How we got here
• Optimization of network demand and
remnant supply is becoming the de facto
trading standard
• Spot solution Industry standard
• Not just display banners but mobile, video,
rich media, and a robust data market
8. Projections & Stats
• Global / US
– Programmatic 80% of digital display by 2017
– Programmatic sales to surpass direct sales in next 18 months
– $6Bln $32Bln between 2014 and 2017
• UK Specific
– Currently programmatic is 17% of total UK Display spend
– Spend estimated to hit 30% by 2016
• Core areas of growth projected
– Premium & Private
– Mobile & Cross Platform (Flow)
– Data & Audience
– Content Marketing
• All roads are leading to programmatic
Sources:
AOP Organizational census on programmatic & data
Magna Global Report October 2013
9. Programmatic – Great Unifier
ProgrammaticDisplay
Data
Social
Search
Content
Marketing
10. Programmatic – Delivering scale
UAP /
Search
Large
Formats &
Video
Remnant Sponsorship
Scalability
Yield
11. Challenges, Risks & Threats
• CMO adoption & acceptance
– Confusion holds back the BIG cash
12. Programmatic still isn’t well
understood
12%
23%
10%26%
29%
I am unaware of this way of
buying
I understand it and use it to
execute campaigns
I understand it but haven't
used it yet
I understand the concept
but need to learn more
about how to apply it to
campaigns
13. Challenges, Risks & Threats
• CMO adoption & acceptance
– Confusion holds back cash
• Increasing Fragmentation
– Adds ‘right device’ to the equation
30. An Ad by Any Other Name
Source: Online Publishers Association (OPA) Study in Partnership with Radar Research
31. Native & Programmatic
Native
Advertising
• Standardization Is
Coming
• “Answering” the
Scale Question
• Expect Greater
Regulation
• Native will Be More
Data-driven
Programmatic
Buying
• Buyers will Grow into
Tech Experts
Premium
Programmatic will Be
Key
• Marrying
Programmatic and
Native
• Direct Sales will Go
Programmatic
http://www.foliomag.com/2014/native-advertising-and-programmatic-buying-predictions-2014#.U4YAp_ldVQA
Increasing Fragmentation
- multi device & simultaneous usage
Race to bottom on CPMs
- while all these techs offer possible short term reversals of declining CPMs, will bid density be enough to keep up with exponential inventory growth? Will viewability & fraud offer scaricty to help drive CPMs up? Will we be able to charge enough of a premium to keep yield the same or possibly increase?
Privacy concerns
- We’ve dodged the initial bullets in short-sighted and ignorant privacy policy but I suspect this problem won’t go away and the use of increasbinlgy personalised levels of targeting via mobile geolocation and 3rd party sources may further exacerbate the problem. Blanket legistlation could significnatly harm the indusytry
Device ID adoption
Increased buy-side control
http://blogs.wsj.com/cmo/2014/03/31/marketers-want-more-transparency-from-media-agencies/
126 marketers
23 Percent of CMOs understood programmatic advertising enough to use it in campaigns.
12 Percent of respondents hadn’t heard of it at all.
Increasing Fragmentation
- multi device & simultaneous usage
Race to bottom on CPMs
- while all these techs offer possible short term reversals of declining CPMs, will bid density be enough to keep up with exponential inventory growth? Will viewability & fraud offer scaricty to help drive CPMs up? Will we be able to charge enough of a premium to keep yield the same or possibly increase?
Privacy concerns
- We’ve dodged the initial bullets in short-sighted and ignorant privacy policy but I suspect this problem won’t go away and the use of increasbinlgy personalised levels of targeting via mobile geolocation and 3rd party sources may further exacerbate the problem. Blanket legistlation could significnatly harm the indusytry
Device ID adoption
Increased buy-side control
Increasing Fragmentation
- multi device & simultaneous usage
Race to bottom on CPMs
- while all these techs offer possible short term reversals of declining CPMs, will bid density be enough to keep up with exponential inventory growth? Will viewability & fraud offer scaricty to help drive CPMs up? Will we be able to charge enough of a premium to keep yield the same or possibly increase?
Privacy concerns
- We’ve dodged the initial bullets in short-sighted and ignorant privacy policy but I suspect this problem won’t go away and the use of increasbinlgy personalised levels of targeting via mobile geolocation and 3rd party sources may further exacerbate the problem. Blanket legistlation could significnatly harm the indusytry
Device ID adoption
Increased buy-side control
Increasing Fragmentation
- multi device & simultaneous usage
Race to bottom on CPMs
- while all these techs offer possible short term reversals of declining CPMs, will bid density be enough to keep up with exponential inventory growth? Will viewability & fraud offer scaricty to help drive CPMs up? Will we be able to charge enough of a premium to keep yield the same or possibly increase?
Privacy concerns
- We’ve dodged the initial bullets in short-sighted and ignorant privacy policy but I suspect this problem won’t go away and the use of increasbinlgy personalised levels of targeting via mobile geolocation and 3rd party sources may further exacerbate the problem. Blanket legistlation could significnatly harm the indusytry
Device ID adoption
Increased buy-side control