Programmatically Speaking with InMobi and Rubicon Project
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The webinar provided an overview of programmatic advertising trends globally and in Asia. It discussed how programmatic has evolved from broadcast advertising to targeted real-time ads on thousands of devices. The speakers from Rubicon Project and InMobi described how automation has benefited the advertising industry by streamlining processes. InMobi's capabilities in data gathering, audience segmentation, and inventory were highlighted. Key trends of growing programmatic spending, especially in mobile and video, in India and Asia were shared. The webinar concluded with recommendations on effective programmatic media buying strategies.
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Programmatically Speaking with InMobi and Rubicon Project
- 2. Our SpeakersToday Liam Lucas Regional Director –Asia atRubicon Project Vishal Dalal Head– Sales Partnerships atInMobi
- 4. Rubicon Project is a Market Leader Audiweb top 50, Nielsen Top Sites Australia, Nielsen Top 250 France, comScore 100 UK, comScore 100 US 53% 47% 54% 46% 42% 58% 40% 60% 25% 75%
- 5. Global & Pan European Latin America Southern Europe Eastern Europe Northern Europe India Japan As well as Working with the Largest Premium Publisher Properties around the World
- 7. In the 1960s,Advertising was Broadcast… 1 Ad for Family of Five Device Ad Blasted to Millions of People Planned MONTHS in Advance
- 8. Today, We Experience 1000s of Ads per Day. Real-Time is Necessary. 5 Ads for Family of Five Devices Individually Targeted Ads Delivered in REAL-TIME
- 9. 80ms
- 10. Automation The technique, method, or system of operating or controlling a process by highly automatic means, as by electronic devices, reducing human intervention to a minimum.
- 11. Before After
- 12. Before After
- 14. WhyAutomation for theAdvertising industry? S E L L E R B U Y E R
- 15. BRAN D BRAN D BRAND AGENCY NETWORK PUBLISHER BRAND AGENCY TRADING DESK PUBLISHER DATA MANAGEMENT PLATFORM BRAND BRAND DSP DSP DSP INMOBI EXCHANGE PUBLISHER PUBLISHER
- 16. OPEN EXCHANGE PMP Diversified publisher base Premium inventory or publishers with user data enrichment No relationships required, anyone can buy Multiple buying options for access to the exclusive inventory: • Private Deals • Preferred Deals • First Look Publishers usually avoid selling 1st party data MEDIA BUYING OPTIONS
- 17. DATA MANAGEMENT PLATFORM • A data management platform is a data warehouse. It’s a pieceof software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses. • InMobi manages & curates first party and 3rd party data • PMPs on InMobi exchange leverage InMobi’s data to target the right audience • PMPs are super easy to execute. Its as simple as creating a deal within the exchange and exposing it to the DSP
- 18. InMobi-DATAGATHERING&SYNTHESIS DATA GATHERING DATA COLLECTION InMobi SDK SDK 3rd party data SYNTHESIS Decision ScienceData Science MULTI-DIMENSIONAL UNDERSTANDING Location Proximity Patterns GEOGRAPHIC Interest – content Consumption, Internet- Mobile Ad Interaction BEHAVIORAL Gender Age Group DEMOGRAPHIC Device Usage Pattern, Device Ownership, Devise Characteristics TECHNOGRAPHIC BULDING THE PERSONA Physically seen around relevant POI at least x times in the past y days Visited relevant sites and apps at least x times in the past y days Falls within the advertiser’s target audience requirements LOCATION GRAPH INTEREST GRAPH INTENT GRAPH DEMOGRAPHICS GRAPH Clicked relevant related ads more than x times in the last 30 days
- 19. Millennial – 68 million users Social Butterflies – 34 million users Audio Video Enthusiasts – 53 million users Entertainment Enthusiasts – 32 million users Avid Shoppers – 15 million users Top Audience Segments
- 20. Global and APAC Programmatic Trends
- 21. 12 16 20 25 30 3 4 5 6 7 10% 20% 30% 40% 0 2013 2014 2015 2016 2017 2018 2019 RTB Programmatic Non-RTB Programmatic Non-Programmatic Growth 50% 60% 0% 10 20 30 40 50 60 70 80 70% 8 5 Global Programmatic Spend and Growth
- 22. APAC Programmatic Penetration by Country 2015
- 23. APAC Programmatic Spend with Comparison to the World Spend
- 24. Trends in India
- 25. 2014 2015 2016 2017 2018 2019 2020 Billions Spend on Online Display ProgrammaticDirect Non-Programmatic PMP Real timeBiddingAutomatedGrntd
- 26. 0 2 4 6 8 10 12 2014 2015 2016 2017 2018 2019 2020 Billions Spend on Online Video ProgrammaticDirect Non-Programmatic PMP Real timeBiddingAutomatedGrntd
- 27. 0 5 10 15 20 25 30 35 40 2014 2015 2016 2017 2018 2019 2020 Billions Spend on Mobile Display Programmatic Direct Non-Programmatic PMP Real time BiddingAutomatedGrntd
- 28. 0 5 10 15 20 25 2014 2015 2016 2017 2018 2019 2020 Billions Spend on Mobile Video Programmatic Direct Non-Programmatic PMP Real time BiddingAutomatedGrntd
- 29. 0 10 20 30 40 50 60 OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo 2014 2015 2016 2017 2018 2019 2020 Billions($) Non-Programmatic Open Exchange PMP
- 31. 31 PUBLISHERS NEWS/ BUSINES S UTILITY/ CLASSIFIEDS/ MOBILE WALLTES VIDEO/ENTERTAINMENT/GAMING SOCIAL/ FASHION .. and many more PREMIUMINVENTORY
- 32. 32 JAPAC 530Mn MIDDLE EAST + AFRICA 151 Mn LATAM 180 Mn NORTH AMERICA 253 Mn EUROPE 328 Mn 20 INTERNATIONAL OFFICES CHICAGO NEW YORK SAN FRANCISCO PARIS LONDON DUBAI MUMBAI DELHI BANGALORE BANGKOK SINGAPOR E KUALA LUMPUR JAKARTA TOKYO SHANGHAI SEOUL BEIJING SYDNEY AUCKLAN D MELBOURNE INMOBI OFFICE INMOBI OFFICE WITH CREATIVE TEAM #OF UNIQUES REACHED IN MILLIONS LOCALREACHATSCALEWITHLOCALSERVICE 1.4 BILLION UNIQUES ACROSS THE COUNTRY
- 33. Camera Access Video Social media Add to Calendar Map location Weather Feed INMOBISTUDIORICHMEDIACOMPONENTS Herearesome components thatcould be used in a richmedia ad unitto engage further withyour brands targetaudience. Pannable Image gallery
- 34. BRAND PROTECTION 1 REAL-TIMECHECKS 2 Detect spoofingat all levels- user,req, impression,click,data Ensurethe validityofimpressionsand clicks- allowsto excludebots, fraudand accidentalclicksand impressionsfrom the billingprocess BIGDATA TREND ANALYSIS
- 35. 1. Work with exchanges during media planning 2. Leverage key features of PMPs 3. Talk to the exchange even in case of OX buys 4. Think audiences not properties 5. Audience buying comes at a price 6. Evaluate partners on platform capabilities, inventory & user scale, ad formats available & creative capabilities THINGSTO REMEMBER
- 36. InMobiwantedtobetterunderstandhowbrandmarketersviewthisspace. Itwilltakeyou 10minutestocompletethissurvey,thatencompassesusageandinvestmentinmobile programmaticadvertising,alongwiththebenefits, opportunitiesandroadblocksinthecurrentdynamic,datadrivendigitallandscape.Everyonewhocompletesthesurveywillreceiveacopy oftheresultsof thesurveyin June. We’dlovetoget yourtake,solet yourselfbeheard! Clickhere- The InMobi Mobile ProgrammaticSurvey: ABuyer’sPerspective, 2016 https://www.surveymonkey.com/r/inmobi-mobile-programmatic-survey
- 37. THANK YOU! You can contact us at: vishal.dalal@inmobi.com
Editor's Notes
- Advertising 2.0 (today): The fight for Audience Attention The intense fragmentation of devices, audiences and formats is phenomenal. And it’s exponentially becoming bigger every day… And this alteration in consumer behavior presents new challenge and opportunity for advertising today. That same family of 5 is now being bombarded with ads from the moment the family members awake till they go to sleep. And for brand & performance marketers, even though the consumer is more accessible than ever before, you now must target them on multiple devices, in different environments with different formats… The industry is at a breaking point, and we need to evolve. What’s more – attention has become divided/fragmented. It used to be one screen: the tv. Now a myriad devices creates a multiple of different digital environments with which to consumer content. On the computer, TV, magazines, mobile devices in different locations—even on planes. Thus, engagement has become fragmented. And the challenge is felt by you – the advertiser as you seek to tell stories across multiple devices. The only way to effectively reach that family of five today is through the use of powerful automation technology.
- Advertising 1.0 (yesterday) Why is automation so important – because advertising as we knew it used to be so much more manageable. Your predecessors could reach an entire family at 8.30pm four times an hour. You would have one tv ad spot, viewed by a family/group. That would have been bought/sold manually through many discussions, negotiations and conversations over days or weeks.
- Advertising 1.0 (yesterday) Why is automation so important – because advertising as we knew it used to be so much more manageable. Your predecessors could reach an entire family at 8.30pm four times an hour. You would have one tv ad spot, viewed by a family/group. That would have been bought/sold manually through many discussions, negotiations and conversations over days or weeks.
- How many of you have executed on audiences?