Tamedia: Premium Programmatic Strategie

1. Premium Programmatic
Strategie

2. Rui de Freitas, Head of RTA & Yield Management,
Tamedia
Torben Heimann Managing Director DACH,
Improve Digital

4. Holistische Optimierung für maximalen Umsatz
Jede Impression zum höchsten Preis verkaufen
Eigene Kampagnen
Performance
Ad-
Exchange
s
Re-
Targeting
RTB
3rd Party
Netzwerke

5. Automatisierung aller Deals möglich

6. Premium Programmatic
Strategie

7. About Me
Rui de Freitas
• Computer scientist originally
• Studied Business Administration
• Early stage startup background @ Housetrip
• Joined the digital media industry in 2011 at Publicitas Digital
• Jumped in Programmatic in 2012

8. Print Regional Print National Digital
Tamedia, market leading media company in
Switzerland

9. Tamedia owns 4 of the 10 leading websites
in Switzerland
Swiss websites, unique clients in thousand (August 2014)

10. Offer strategy
Realtime advertising is not a product
• Products are the same in direct sales AND realtime advertising
• Pricing strategy is similar to direct sales
• Our ROS and RON offer is available in OpenRTB
• Deal IDs for Channels and Data

11. Offer strategy

12. Offer strategy
Pricing logic

13. Demand Side Strategy
RTA
Team
HUB
Newsnet
Sales
20min
Sales
Search
Sales
Doodle
Sales
Agencies
&
Advertisers

14. Goal Team
Head of
programmatic
Publisher
relations
Operational
& Technical
management
Agency &
Advertiser
relations
1 FTE
1 FTEs 1 FTEs
1 FTE
+
Direct Sales teams
• Reporting
• Yield Optimierung
• Publisher Deals
• Publisher Setup
Optimierungen
• Publisher Angebots-
Entwicklung
• Publisher Analytics
• Know-How Transfer
• Publisher
Kommunikation
• Technischer Set-Up
• Bug fixing
• Technischer
Optimierung
• Technologie-Anbieter
Auswertung
• Deal Abwicklung
• Programmatic Verkauf
• Know-How Transfer
• Publisher Sales
Unterstützung
• Agentur Account
Management
• Weiterentwicklung
Verkaufsmassnahmen
• Einkaufs-Analytics
• Kunden
Kommunikation
• Produktgestaltung
• Verkaufsunterlagen
• Marketingmassnahmen
• Umsatz Reporting
• Verrechnung
• Controlling

15. Yield Strategy
Single Site
Direct Sales
• Direct
campaigns
(excl. House &
Intercompany)
PPN
Direct Sales
• RON campaigns
• Data combination
Single Site
Programmatic
sales
• Deep URL possible
(category / channel)
PPN
Programmatic
Sales
• Open RTB
• RON campaigns
CPM
SSP

16. February 2015
RTB TAG
January 2015
RTB TAG
March 2015
RTB TAG
April 2015
RTB TAG
May 2015
RTB TAG
June 2015
RTB TAG
Steps into a Holistic Optimization

17. The Holistic Development
Jul 2014 Aug 2014 Sep 2014 Oct 2014 Nov 2014 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015
Revenue CPM
Test, gain experience Drive strategyDefine strategy

18. Share Of Revenue
PPN
53%
Criteo
15%
Appnexus
12%
Doubleclick
Bid Manager
4%
all other
16%

19. Expected development of RTB in Switzerland
We expect a slower growth of
RTB on the classic news sites
than on non-news sites, due to
special formats and cooperations
We expect that RTB will grow
faster on non-news sites with
classic IAB standard formats

20. Rui de Freitas, Tamedia
Tel. +41 76 556 68 18
Rui.defreitas@tamedia.ch
LinkedIn
Twitter: @aireff07
Torben Heimann, Improve Digital
+49 172 2122771
t.heimann@improvedigital.com
LinkedIn / Xing
Twitter: @Torben_Heimann
Kontakt