The document discusses the future of media buying, highlighting the shift towards programmatic buying where transactions are executed through technology platforms rather than traditional methods. It projects significant growth in programmatic spending, expected to reach $53 billion by 2018, and outlines the types of transactions and channels involved in programmatic media. The trend indicates that programmatic will dominate the market, representing 70% of display advertising by 2019 in advanced markets.

1. Future of mediabuying
Pierre Jean Bozo
Directeur général UDA

2. How do we define programmatic?
All spend transacted through a technology platform
rather than through a traditional I/O process“
”RTB: any transaction executed on an individual impression basis and in which
pricing is determined in real time.
E.g. open auctions, invite only auctions, some private marketplace transactions.
Non-RTB: transactions executed through technology platforms where
significant information about inventory and pricing is known in advance.
E.g. “automated guaranteed” transactions, reserved inventory transactions,
unreserved fixed rate transactions, preferred deals, non-exchange social,
Google Display Network and non-digital programmatic transactions.
Source: Magna Global

3. Open exchanges most commonly used, but
private exchanges also used by over 40%
Q. Please indicate which programmatic channels you've used?
Source: Programmatic Media & Trading Desks; Base: 37; Date: Aug 2014

4. How do we define programmatic?
Traditional buying
A bucket of impressions based on assumptions about a website’s readers
Programmatic buying
Individual impressions selected based on the value of each user
Source: Magna Global

5. The adoption path
Custom
In mature markets, anticipated
that within 5 years, non-premium
inventory will be almost entirely
transacted programmatically
Gradually, premium formats are being
made available for programmatic purchase
Non-standard campaigns likely to be only form of
display advertising not touched by automation
Custom
Premium
Mid-tier inventory
Remnant inventory

6. Display the bedrock of the market…but
expanding
Q. Roughly what share do each of the following represent of your total
programmatic investment?
Source: Programmatic Media & Trading Desks; Base: 41; Date: Aug 2014
Q. What share of your total online
media investment is bought
programmatically?
9.5%
(weighted average)

7. Programmatic spend to hit $53BB by 2018…
Source: Magna Global

8. …an average annual growth rate of 33%
Source: Magna Global

9. Video, mobile and display most favoured for
growth in next 12 months
Q. For the following media channels, do you envisage budgets invested
via programmatic channels will decrease, remain the same or increase, in
the next 12 months?
Source: Programmatic Media & Trading Desks; Base: 43; Date: Aug 2014

10. …and set to represent 70% of the display
market by 2019*
Source: Magna Global
* In advanced markets: Australia, Canada, China, France, Germany, India, Japan, Netherlands,
Spain, UK & US

11. A number of performance improvements evident…
% respondents who said ‘Yes’ to performance improvements for the
following…
Source: Programmatic Media & Trading Desks; Base: 39; Date: Aug 2014
63%
43%
31%
26%
14%
64%
49%
41%
33%
21%
Lower CPMs Improved targeting Improved ROI Richer insights Improvements in
attribution
modelling
%Respondents
2013 2014

12. Many intermediaries in the typical programmatic
‘stack’

13. Retrouvez les informations
complètes sur
www.uda. fr