State of The Industry, Digiday Publishing Summit Key Biscayne, September 20th, 2016
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Lem Lloyd's presentation DPS Key Biscayne, September 2016
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State of The Industry, Digiday Publishing Summit Key Biscayne, September 20th, 2016
- 1. PROPRIETARY & CONFIDENTIAL. COPYRIGHT © ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015 PRESENTED BY: LEM LLOYD Publishers, Monetization, and Technology: State of the Industry 2016
- 2. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©2 “There's a chicken or egg, who's going to do it first, there's no precedent for it, things can go wrong, and I think people sometimes are a little afraid to fail...” WHAT PEOPLE ARE SAYING: - Large Financial Publisher
- 3. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©3 LACK OF CONSENSUS IN THE INDUSTRY Despite YoY trends in favor of technologies, publishers remain split on key solutions.
- 4. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©4 53% DSP Use DSP growth has slowed, going from 42% in 2014 to 53% in 2016. 2014 2015 2016 20% 40% 60% YoY DMP use has stalled, going from 38% in 2014 to 46% and 42% in 2015 & now 2016 . DMP Use
- 5. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©5 INVENTORY QUALITY SCORE VIEWABILITY LEVEL BRAND SURVEY LIFT OTHERDIRECT RESPONSEREACH 5%17% 11%62% 56% 50% WHAT ARE ADVERTISERS ASKING FOR?
- 6. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©6 Advertiser Education Deal Delivery/Execution Internal/Sales Channel Conflicts Exchange/SSP Management Reach Available Inventory Quality Buyer Transparency Ad Blocking Bot/Fraudulent Traffic WHAT ARE YOUR 3 BIGGEST HURDLES WHEN IT COMES TO GROWING YOUR REVENUE? 47% 41% 36% 34% 29% 28% 23% 15% 13% Many of the hurdles are in publishers’ control.
- 7. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©7 74% +57% AUDIENCE EXTENSION Nearly 1 in 6 believe that half their revenue will be attributed to audience extension by 2019. 74% offer audience extension on about 50% of their advertising campaigns. Roughly ⅓ of those who use audience extension attribute at least 20% or more of their advertising revenue to it. 33%
- 8. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©8 Header Bidding is Accelerating Programmatic Header bidding is the other big trend. 3 in 10 publishers have already adopted it. 48% 31% 23% 11% Higher CPMs Increased Yield Fewer passbacks Less Latency What are the benefits your organization has seen as a result of adopting header bidding technology?
- 9. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©9 http://digiday.com/publishers Discover the Study Institute.Rocketfuel.com 208 Respondents 29 Questions answered
- 10. PROPRIETARY & CONFIDENTIAL. COPYRIGHT ©10 LEM LLOYD GET IN TOUCH Vice President, Publisher Solutions llloyd@rocketfuelinc.com 408.431.2430
- 11. PROPRIETARY & CONFIDENTIAL. COPYRIGHT © ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015 THANK YOU