MARCOM12 presentatie Jeroen Elfferich - Tweede SchermIAB Netherlands
Jeroen Elfferich discusses the rise of second screen usage. He notes that 75% of US TV viewers now use other devices like phones or tablets simultaneously while watching TV. Younger audiences especially are active on social networks to discuss shows. Second screen offers opportunities for navigation, social interaction, information and new ways for viewers to engage. Stakeholders include broadcasters, advertisers and viewers. The five M's framework outlines areas like moment, meaning and mass for second screen integration. Done well it can enhance viewing, but care is needed not to overdo features or let servers crash under demand.
Het nieuwe Google Adwords handelsmerkbeleid door Marieke Houben van GoogleIAB Netherlands
Vanaf 14 September is het nieuwe Google AdWords merkenbeleid van kracht. Google gaat tijdens deze Search Marketing Thursday in op de gevolgen hiervan. Tijdens deze sessie zal niet worden ingegaan op eventuele juridische aspecten of effecten hiervan op bijvoorbeeld de CPC prijzen.
Mike Nolet - Automated Trading: Beyond the Hype. #ATSNLIAB Netherlands
1) Programmatic trading is a real technology that has disrupted the advertising industry over the past seven years, allowing for more efficient automated trading between buyers and sellers of digital ads.
2) However, the technology has been over-hyped and made seem more complicated than necessary by venture capitalists seeking big returns and new feature categories.
3) In reality, the value comes from operational efficiencies that reduce costs for buyers and sellers, as well as benefits like buyers using their own data and technology and sellers having more control over prices and ad quality.
MARCOM12 presentatie Jeroen Elfferich - Tweede SchermIAB Netherlands
Jeroen Elfferich discusses the rise of second screen usage. He notes that 75% of US TV viewers now use other devices like phones or tablets simultaneously while watching TV. Younger audiences especially are active on social networks to discuss shows. Second screen offers opportunities for navigation, social interaction, information and new ways for viewers to engage. Stakeholders include broadcasters, advertisers and viewers. The five M's framework outlines areas like moment, meaning and mass for second screen integration. Done well it can enhance viewing, but care is needed not to overdo features or let servers crash under demand.
Het nieuwe Google Adwords handelsmerkbeleid door Marieke Houben van GoogleIAB Netherlands
Vanaf 14 September is het nieuwe Google AdWords merkenbeleid van kracht. Google gaat tijdens deze Search Marketing Thursday in op de gevolgen hiervan. Tijdens deze sessie zal niet worden ingegaan op eventuele juridische aspecten of effecten hiervan op bijvoorbeeld de CPC prijzen.
Mike Nolet - Automated Trading: Beyond the Hype. #ATSNLIAB Netherlands
1) Programmatic trading is a real technology that has disrupted the advertising industry over the past seven years, allowing for more efficient automated trading between buyers and sellers of digital ads.
2) However, the technology has been over-hyped and made seem more complicated than necessary by venture capitalists seeking big returns and new feature categories.
3) In reality, the value comes from operational efficiencies that reduce costs for buyers and sellers, as well as benefits like buyers using their own data and technology and sellers having more control over prices and ad quality.
The document provides a guide to complying with new cookie regulations in the Netherlands. It discusses conducting a cookie inventory to identify what cookies are used on a website and why. It then provides tips on categorizing cookies and assessing their impact on user privacy. The guide outlines the steps to take to comply with information and consent obligations, including conducting a risk assessment for cookies of uncertain categorization and ensuring information is clearly provided to users in an unavoidable way, such as through pop-ups. The overall objective is to map the process of complying with new obligations regarding obtaining consent for non-essential cookies under Dutch law.
This document summarizes a study on the economic value of the advertising-supported internet ecosystem:
1) The study found that direct employment in the U.S. internet ecosystem doubled from 2007 to 2011, adding 1 million new jobs for a total of 2 million. Including indirect jobs, 5.1 million jobs are now owed to the internet.
2) Growth was fastest in the consumer support layer of digital ad agencies, ad networks, analytics firms, and listening platforms that support consumer-facing companies. This layer was the "unsung hero" driving innovation and growth over the last four years.
3) Sole proprietors and very small firms contributed 375,000 jobs and were big beneficiaries,
This document provides branch-wide information texts and tools to help organizations comply with the legal obligation to inform website visitors about cookie usage in accordance with Dutch law. It presents standardized text blocks addressing cookie information, usage, and consent that were developed in collaboration with major internet companies and regulators. The texts are designed for broad adoption across the online industry to promote transparency and uniformity in communicating with consumers.
The document provides specifications for SafeFrame 1.0, which isolates externally served content from webpage content to prevent external access to sensitive data while enabling rich interactions. SafeFrame defines components including the host site, external content provider, API, and secondary host domain. It aims to provide transparency, control for the host site, and a standardized way for external content to communicate without compromising privacy or stability. Public comment on the draft specifications was invited through December 2012.
The document provides guidelines for measuring mobile web advertising. It defines key terms like ad impressions and describes appropriate methods for measuring impressions on mobile devices. The guidelines recommend client-side measurement to help ensure an ad was actually rendered on a user's device. They also provide suggestions for enhancing accuracy, such as using cache-busting techniques and filtering out non-human traffic. Measurement should aim to count valid ad impressions while avoiding overcounting from factors like auto-refreshing ads.
White paper-data-management-platforms-november-2012IAB Netherlands
The document provides an overview of data management platforms (DMPs). Some key points:
- DMPs aggregate, integrate, manage, and deploy disparate data sources to create actionable customer insights.
- They serve as a central hub for maximizing the value of customer data assets.
- Interest in DMPs is growing as they can improve advertising targeting, embrace audience-based media buying, and help leverage large volumes of data.
- DMPs currently support uses like advertising, marketing, media sales, and commerce by creating addressable audience segments.
The document provides an overview of mobile inspiration and trends from the Mobile Inspiration Conference 2012. It discusses the evolution from fixed to mobile interactions and highlights key areas like social networks, games, location-based experiences, interactive projections, sensors, and non-physical interactions. Examples are given of projects that enhance gaming with location or leverage objects, devices, and sensors for interactive experiences. The document stresses the importance of listening to consumers, designing for mobile first, and creating ideas that are personal, portable, and potent on mobile.
London 2012 aimed to be the most visited Games-time website ever by providing comprehensive results, live access to events from anywhere, appealing to all audiences, and encouraging engagement with inspiring stories. Their digital channels achieved over 432 million visits from 109 million unique users, with 60% of traffic from mobile devices and 15 million mobile app downloads, making them the most successful Games-time digital presence.
This document discusses the rise of smartphones and tablets. It notes that consumer usage of these devices is evolving, with many using them throughout the day for tasks like banking, news, and entertainment. Advertising on mobile and tablets is also growing rapidly compared to online. Many brands are now using these devices in their marketing in innovative ways like providing extra product information scanning codes in-store. Forward-thinking brands are taking a holistic approach across devices.
This document discusses the rise of SoLoMo (social, local, mobile) advertising and its implications. It notes that advertising is becoming more personalized through mobile phones and platforms like Facebook that pull in user data. However, it also raises privacy as a major challenge going forward as more "data is the new oil." Overall, it advocates that for advertising to be truly "awesome" in this new era, it needs to embrace principles of relevancy, augmented reality, gamification, and most importantly trust through openness and transparency in how users' data is used.
The document summarizes an IAB report on online ad spending in the Netherlands in 2011. Total spending on affiliate marketing was €117 million, with over half from traditional display formats. The default revenue model for affiliate marketing is cost-per-sale. Online retail and financial services accounted for over half of affiliate revenue. The Dutch economy is projected to grow slowly in the next two years, and online advertising is expected to surpass newspapers and magazines to become the largest advertising market.
This document summarizes the key findings of the Adex 2011 report on online advertising in Europe. It provides an overview of the methodology used in the report and highlights that total online advertising revenue in Europe reached €20.9 billion in 2011, an increase of 14.4% from 2010. Paid search advertising remains the largest segment at 46.5% of the market, though display and video advertising are growing rapidly. Central and Eastern European markets experienced the strongest advertising growth rates. The report also notes increasing revenues from mobile advertising.
The document discusses the transition of derivatives trading from open outcry to screen-based electronic trading. It describes the evolution from floor trading on exchanges to modern screen trading done remotely. Key developments included the introduction of electronic order routing in 1997, the launch of an electronic order book in 1998, and the move to fully screen-based trading by 2000. The document analogizes modern automated trading to screen-based stock trading and notes increasing regulation, demand for speed, and the importance of data as trends for the future.
The document discusses the future of media and possible consequences for the media industry and online advertising. It explores how media consumption habits are changing as new technologies like smartphones and tablets emerge, and how this could impact advertising approaches. The future of media is uncertain but will likely involve ongoing changes in technology and consumer preferences.
The document provides a guide to complying with new cookie regulations in the Netherlands. It discusses conducting a cookie inventory to identify what cookies are used on a website and why. It then provides tips on categorizing cookies and assessing their impact on user privacy. The guide outlines the steps to take to comply with information and consent obligations, including conducting a risk assessment for cookies of uncertain categorization and ensuring information is clearly provided to users in an unavoidable way, such as through pop-ups. The overall objective is to map the process of complying with new obligations regarding obtaining consent for non-essential cookies under Dutch law.
This document summarizes a study on the economic value of the advertising-supported internet ecosystem:
1) The study found that direct employment in the U.S. internet ecosystem doubled from 2007 to 2011, adding 1 million new jobs for a total of 2 million. Including indirect jobs, 5.1 million jobs are now owed to the internet.
2) Growth was fastest in the consumer support layer of digital ad agencies, ad networks, analytics firms, and listening platforms that support consumer-facing companies. This layer was the "unsung hero" driving innovation and growth over the last four years.
3) Sole proprietors and very small firms contributed 375,000 jobs and were big beneficiaries,
This document provides branch-wide information texts and tools to help organizations comply with the legal obligation to inform website visitors about cookie usage in accordance with Dutch law. It presents standardized text blocks addressing cookie information, usage, and consent that were developed in collaboration with major internet companies and regulators. The texts are designed for broad adoption across the online industry to promote transparency and uniformity in communicating with consumers.
The document provides specifications for SafeFrame 1.0, which isolates externally served content from webpage content to prevent external access to sensitive data while enabling rich interactions. SafeFrame defines components including the host site, external content provider, API, and secondary host domain. It aims to provide transparency, control for the host site, and a standardized way for external content to communicate without compromising privacy or stability. Public comment on the draft specifications was invited through December 2012.
The document provides guidelines for measuring mobile web advertising. It defines key terms like ad impressions and describes appropriate methods for measuring impressions on mobile devices. The guidelines recommend client-side measurement to help ensure an ad was actually rendered on a user's device. They also provide suggestions for enhancing accuracy, such as using cache-busting techniques and filtering out non-human traffic. Measurement should aim to count valid ad impressions while avoiding overcounting from factors like auto-refreshing ads.
White paper-data-management-platforms-november-2012IAB Netherlands
The document provides an overview of data management platforms (DMPs). Some key points:
- DMPs aggregate, integrate, manage, and deploy disparate data sources to create actionable customer insights.
- They serve as a central hub for maximizing the value of customer data assets.
- Interest in DMPs is growing as they can improve advertising targeting, embrace audience-based media buying, and help leverage large volumes of data.
- DMPs currently support uses like advertising, marketing, media sales, and commerce by creating addressable audience segments.
The document provides an overview of mobile inspiration and trends from the Mobile Inspiration Conference 2012. It discusses the evolution from fixed to mobile interactions and highlights key areas like social networks, games, location-based experiences, interactive projections, sensors, and non-physical interactions. Examples are given of projects that enhance gaming with location or leverage objects, devices, and sensors for interactive experiences. The document stresses the importance of listening to consumers, designing for mobile first, and creating ideas that are personal, portable, and potent on mobile.
London 2012 aimed to be the most visited Games-time website ever by providing comprehensive results, live access to events from anywhere, appealing to all audiences, and encouraging engagement with inspiring stories. Their digital channels achieved over 432 million visits from 109 million unique users, with 60% of traffic from mobile devices and 15 million mobile app downloads, making them the most successful Games-time digital presence.
This document discusses the rise of smartphones and tablets. It notes that consumer usage of these devices is evolving, with many using them throughout the day for tasks like banking, news, and entertainment. Advertising on mobile and tablets is also growing rapidly compared to online. Many brands are now using these devices in their marketing in innovative ways like providing extra product information scanning codes in-store. Forward-thinking brands are taking a holistic approach across devices.
This document discusses the rise of SoLoMo (social, local, mobile) advertising and its implications. It notes that advertising is becoming more personalized through mobile phones and platforms like Facebook that pull in user data. However, it also raises privacy as a major challenge going forward as more "data is the new oil." Overall, it advocates that for advertising to be truly "awesome" in this new era, it needs to embrace principles of relevancy, augmented reality, gamification, and most importantly trust through openness and transparency in how users' data is used.
The document summarizes an IAB report on online ad spending in the Netherlands in 2011. Total spending on affiliate marketing was €117 million, with over half from traditional display formats. The default revenue model for affiliate marketing is cost-per-sale. Online retail and financial services accounted for over half of affiliate revenue. The Dutch economy is projected to grow slowly in the next two years, and online advertising is expected to surpass newspapers and magazines to become the largest advertising market.
This document summarizes the key findings of the Adex 2011 report on online advertising in Europe. It provides an overview of the methodology used in the report and highlights that total online advertising revenue in Europe reached €20.9 billion in 2011, an increase of 14.4% from 2010. Paid search advertising remains the largest segment at 46.5% of the market, though display and video advertising are growing rapidly. Central and Eastern European markets experienced the strongest advertising growth rates. The report also notes increasing revenues from mobile advertising.
The document discusses the transition of derivatives trading from open outcry to screen-based electronic trading. It describes the evolution from floor trading on exchanges to modern screen trading done remotely. Key developments included the introduction of electronic order routing in 1997, the launch of an electronic order book in 1998, and the move to fully screen-based trading by 2000. The document analogizes modern automated trading to screen-based stock trading and notes increasing regulation, demand for speed, and the importance of data as trends for the future.
The document discusses the future of media and possible consequences for the media industry and online advertising. It explores how media consumption habits are changing as new technologies like smartphones and tablets emerge, and how this could impact advertising approaches. The future of media is uncertain but will likely involve ongoing changes in technology and consumer preferences.
2. “AdExchange” means an online auction-based technology platform that facilitates the automated buying and selling of online advertising. It allows users to develop directtrading relationships with each other with price determined by supply and demand in the openmarket.
6. Kun je daar alles kopen? Nee, wel veel. Ja, en veel. Kun je op foute websites terecht komen? Ga je fouten maken? Ja Ja Gaat het geld kosten? Misschien Kun je dat voorkomen?
7. Minstens 90% hiervan opereert zelf op een exchange, wordt gebruikt als third party technology of heeft (on)bewust campagnes (A) / traffic (P) op/via een ad exchange.
15. 1994 Percent Clickers and Non-Clickers in July 2007 vs. March 2009 Source: comScore Natural Born Clickers Study, Part I & II Total U.S. Online Population, July 2007 and March 2009
19. RTB: Basis Kijken, kijken niet kopen. Je mag elke impressie eerst beoordelen voordat je hem koopt Niet langer meer grote hoeveelheden traffic vooraf inkopen/securen RTB bevat veel meer informatie dan standaard biedings systemen
20. RTB: Real Time Bidding Nederlandse toeristen staan erom bekend dat ze graag kijken, maar niet zo snel kopen. Souvenirverkopers vinden dat niet leuk, maar voor de natuur kan die voorzichtige opstelling geen kwaad. Sommige souvenirs worden gemaakt van bedreigde dieren en planten. Als we nu alleen die blijven kopen, is het snel afgelopen met het kijken en genieten van de prachtige natuur, waarschuwt het Wereldnatuurfonds.
21. RTB: Real Time Bidding Nederlandse toeristenstaan erom bekend dat ze graag kijken, maar niet zo snel kopen. Souvenirverkopers vinden dat niet leuk, maar voor de natuur kan die voorzichtige opstelling geen kwaad. Sommige souvenirs worden gemaakt van bedreigde dieren en planten. Als we nu alleen die blijven kopen, is het snel afgelopen met het kijken en genieten van de prachtige natuur, waarschuwt het Wereldnatuurfonds. AGENCIES PUBLISHERS ADVERTEERDERS MEEST WAARDEVOLLE IMPRESSIES NETWERK/TRADER.
30. …. Alles is dus mogelijk, nu het nog werkbaar maken….
31. Uitdagingen Single interface (DSP /SSP = DSSP functionaliteit) Universal Cookie Mapping Content Verificatie (RTV) Conversie Attributie Data actionable Transparantie
32. (Near) Future Meer impressies worden auctionable en exchangeable Impressie discriminatie via Real Time Bidding, RTB - (Bron, user, tijd, locatie, geslacht, leeftijd) Private exchanges (GroupM Marketplace, Microsoft Advertising Exchange, Weather Channel, IDG Tech) Let vooral op het logo poweredby!
33. (Near) Future Data exchanges Data als nieuwe currency Exchanges die het mogelijk maken, auctionbased, ad posities te kopen en verkopen, op user niveau. Zowel Display, Mobile als Digitale TV.
34. “ Nothing is permanent exceptchange ” Heraclitus
35. THANKS! Tim Geenen Business Development @ linkedin.com/in/timgeenen @TimGeenen
Editor's Notes
Onderste gedeelte kom ik later op terug, belangrijk om te weten is dat elke exchange in de core een adserver is.
Onderste gedeelte kom ik later op terug, belangrijk om te weten is dat elke exchange in de core een adserver is.
Elk hun eigen voordelen/nadelen. Eigenaar en/of investeerder.
102 bedrijven – exclusief de ad exchanges zelf.
Daar wordt nooit over gepraat. Veel uitgevers willen vooral niet ivm gebracht worden met een exchange. Hachette,Guardian, Independent, Lemonde, IMDB, Oprah.com
Als je het hebt over schaal. Het kan zo fout gaan in een immense omgeving.
Adv –Agency – Netwerk – Sub van branding netwerk – BC. 15% + 30% + 30% + 30%
Maar alleen gigantische hoeveelheden traffic is niet genoeg.
Maar alleen gigantische hoeveelheden traffic is niet genoeg.
Maar er is een probleem.
Toen betekende ctr zeker nog heel wat. NaturalBornClickers. 8% van die 16% is verantwoordelijk voor 85% van het totaal aantal clicks.
Huidigeadexchanges, het lijkt geautomatiseerd, maar
Omdat we steeds meer weten wordt die click hopelijk irrelevant
Maar alleen gigantische hoeveelheden traffic is niet genoeg.
Kijken kijken niet kopen. Responsetijd is onder een x aantal miliseconden.
Martksituatie
Kijken kijken niet kopen.
Rtbmakesiteasier to justreachthatperson
Rtbmakesiteasier to justreachthatperson
Maar alleen gigantische hoeveelheden traffic is niet genoeg.
Old Spice viral.
Inlog, behavioral en later definitief via inlog op andere sites.
Waar komt bijvoorbeeld die intent data vandaan?
Waar komt bijvoorbeeld die intent data vandaan?
Maar alleen gigantische hoeveelheden traffic is niet genoeg.
Er is geen exchange politie! Agency wil b/f op cpc, want dat levert die en die ook.