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Sponsored session by Quantcast: Differentiate yourself through programmatic advertising, Digiday Agency Summit, October 2016
This document summarizes key points about programmatic advertising: - Programmatic display ad spending will reach $25.23 billion in 2016, representing 73% of all display ad spending in the US. Mobile programmatic ad spending will grow 65.7% to $17.70 billion. - Of agencies, 54% feel comfortable buying media programmatically while 46% don't use it. 35% are undecided about trusting programmatic. 60% feel a unified definition is needed. - The Real Time Advertising Academy covers topics like what programmatic is, how impressions are bought and sold, the interactive media ecosystem, the importance of data, and measurement/attribution.
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Similar to Sponsored session by Quantcast: Differentiate yourself through programmatic advertising, Digiday Agency Summit, October 2016
Sponsored session by Quantcast: Differentiate yourself through programmatic advertising, Digiday Agency Summit, October 2016
- 1. A Real TimeAcademy in Programmatic Advertising October 23, 2016 Valter Sciarrillo, Head of Product Marketing
- 2. Programmatic Advertising Spend •This year, programmatic display ad spending will reach $25.23 billion • Programmatic this year will represent 73.0% of all display ad spending in the US • MOBILE: This year, mobile programmatic ad spending will grow 65.7% to $17.70 B • VIDEO: Spending will more than double this year to $6.18 billion, amounting to 60.0% of all digital video ad spending Data is from a September 2016 eMarket er
- 3. Where do agenciesstand? Of executives felt comfortable buying media programmatically, while 46% reported they don’t use it. Of agencies indicated they are undecided about whether they trust programmatic 6 % 35% 60% Of agencies feel that there is a need for a unified and accurate definition for Programmatic buying Data is from a June 2016 Strata survey
- 4. • Evolution ofDigital Advertising Real Time Advertising Academy • What is Programmatic • How Impressions are Bought and Sold • The Interactive Media Ecosystem • The Importance of Data • Measurement & Attribution
- 5. • It's aboutstorytelling, analogies, insights. Learnings from RTA • There’s always room for improvement • We make the most out of the time you have • Tailored experience: by verticals, team knowledge • Make people see what's possible.
- 6. Take-Aways • “Programmatic buyingis the gluten of advertising - Like gluten, ‘programmatic’ has become a buzzword that many people use but few really understand” - Jimmy Kimmel • You are not alone • Embrace the learnings • The Industry as a whole still has a long way to go until it’s all on the same page.
Editor's Notes
- #2 I’m going to start by throwing some numbers at you to give you a sense of where the programmatic marketplace is Some will be general numbers some are based on what we’ve seen/heard from our clients Then I’m going to talk about how we have seen the agency role within programmatic – based on external and internal surveys And then lastly I’ll talk about our RTA academy program and our learning from it
- #3 Programmatic ad spending in the US is exceeding projections, and will continue to grow at double-digit rates for the next several years Programmatic buying is becoming more popular as marketers increasingly take an audience-centric approach to their display ad buys programmatic will continue to grow as the smartest, most precise method for advertisers to pursue their audiences
- #4 Words like Comfortable, trust, defining lead me to believe that EDUCATION is Key Education/Expertise – the ability to lead strategic dialogue with agency clients Remnant perception. This is changing, however, as publishers reduce channel conflict, win higher fill rates/eCPMs for premium inventory, adopt private exchanges etc. Measurement – new metrics outside those of traditional TV or radio channels can be an issue for some agencies. Brand safety – can programmatic buys provide proper contextual placements? A lot of medium tier agencies don’t have an in-house programmatic team to truly understand the limits of this technology and simply act as middle men between the brand and tech supplier. Their guidance can often be not as fully-rounded as it could be - Programmatic talent in general is hard to come by, and it’s an issue smaller agencies may grapple with more than larger ones. That problem is exacerbated because smaller shops have to hire strategically
- #5 Answer the question why programmatic? Our clients were confused by the space. We've been giving it for 3 years. fun interactive. exciting training we avoid the real deep technical parts. helps strategize, excecute and measure. add value Be a more informed buyer. Take them along for the ride. Audible ready Who we have trained: Aegis, Havas, Group M- Mindshare, Agenda 21. On the client side we’ve trained Microsoft, Disney, Virgin Atlantic, STA Travel, Sony. Let me know if you need more than this Evolution of Digital Advertising - from the first banners and email in 1994 to view ability and Header bidding What is Programmatic - “automated process of buying or selling media at scale” How Impressions are Bought and Sold - how to convert Billions of Data Points to relevant ad units. We cover Real Time Bidding, ad exchanges, open Auctions, Ad servers – Frequency Capping, Fraud, Brand Safety The Interactive Media Ecosystem - Publishers, audience analytics and Supply side platforms , demand side platforms . DMPs and How they all work together and who the major players are and the differences between them The rise of the one stop shop The Importance of Data - 1st pary, 2nd party, 3rd party data. Who owns the data, how is it collected and how can it be used Measurement & Attribution - Clickers are NOT your converters. Problems with last touch. How to measure Prospecting vs. Retargeting .
- #6 We've been giving it for 3 years. fun interactive. Excited. we explain it in very simple terms has helped them to do the same with their clients who have not got a great understanding of programmatic. Some agencies have found this so valuable that we have become their sole training partner and they have asked us to roll out the training to all departments within their agency Who we have trained: Aegis, Havas, Group M- Mindshare, Agenda 21, Razorfish On the client side we’ve trained Microsoft, Disney, Virgin Atlantic, STA Travel, Sony. Let me know if you need more than this it's about still storytelling, analogies, insights. make people see what's possible.
- #7 A quote I like The space is complicated, constantly changing, and there’s a lot of terminology and acronyms. Don’t feel overwhelmed, we undestand Ease into it, embrace the novelty and change – education s key It’s just the beginning, it’ll get more exciting – COME ALONG FOR THE RIDE!!