360Media Insight Session Slides

Editor's Notes

• #24: Talk about programmatic which is an automated method for buying audiences one impression at a time What you should learn How programmatic works Why you should use it How to get the best from it You will see how programmatic leads to 3Rs – right place, right time, right person If don’t use display then maybe you should If you do use hopefully you will get something from our experience Looking at this from the advertiser perspective rather than the publisher Also relevant to phrases such as real-time bidding and data-driven marketing
• #25: £2.3 billion was spent on display in 2014 43% or £1 billion was programmatic In 2017 60-75% of display spend will be on programmatic MediaCom seeing investment going from other areas into Programmatic, not just display
• #26: Look at how display has evolved to understand programmatic benefits The challenges that it has solved makes display performance better
• #27: In 2000 advertisers, or agencies on behalf of the advertisers would purchase inventory directly from publishers Worked fine unless you had a lot of budget in which case the points of sale could become unmanageable From 2000 to 2005 the internet grew in both users and content Publishers were unable to sell the increased inventory First ad network – advertising.com - bought unsold inventory from publishers at lower price Also created single point of sale
• #28: Ad networks packed inventory into aggregated audiences that appealed to advertisers Sold it on to advertisers making it easier for them to reach their target audiences at greater scale As number of ad networks increased advertisers used several on each campaign This led to advertisers buying the same audience multiple times Resulting in reduction in reach and wastage
• #29: There was a need for more efficiency which led to the exchanges – the first of which was right media Solved 3 main challenges Reach – millions of websites Frequency – unifying platform for managing frequency across all partners One buying point reducing admin issues
• #30: EXPLAIN FLOW Programmatic buyers complete managed service Each has their own approach Data sharing benefits with the larger programmatic buyers Transparency with data and costs is something to consider Research each and find the most relevant
• #31: That was a very brief history of display advertising Now we will move over to the current landscape Two main platforms within programmatic from an advertisers perspective Can be managed service via programmatic buyers You can build your own tech stack – wouldn’t recommend
• #32: Advertisers on left who buy audiences Publishers in right who sell audiences Exchanges in the middle where auction takes place
• #33: A DSP is a technology platform enabling traders to buy digital media programmatically via a single interface. It makes smart decisions about campaign delivery depending on the criteria set by the traders. It can process massive amount of data in near real time. Examples of this would be AppNexus, Media Math and Turn GO THROUGH EXAMPLE
• #34: A DMP is the brain in data-driven marketing. It serves as a unifying platform to collect, organize, and activate various data sources… …to create sophisticated audience segments… …for targeting and reporting purposes. GO THROUGH EXAMPLE
• #35: Rapid acceleration of market has led to huge array of options DMP & DSP are most important Creative optimisation for personalised messaging Attribution/Verification for ensuring viewability and accountability Yet again programmatic buyers can manage all of this for you Unless serious investment don’t build own tech stack What this rapid acceleration of the market has done however has created a huge array of options which has led to old buying methods becoming redundant in some cases. Many of you will have seen pictures similar to this before, but it’s a good one to display how complex and fragmented the landscape that we work on is – and that picture is not completely comprehensive as new products and services enter the market. We as agencies and marketers who are representing clients have a duty to reach their target audiences and in today’s market, that you can see there, a strongly tech assisted approach almost becomes necessary to continuously allow for greatest efficiencies in both buying media and optimising toward whatever performance metric you’re trying to reach.
• #36: I would say programmatic is both evolutionary and revolutionary It has changed the way we plan digital media Actually with programmatic you don’t buy media You buy data, or audiences or people
• #37: Programmatic however is a wholly consumer centric approach Audience is put above anything else, which, when you think about simply is absolutely the way it should be Doesn’t make assumptions based on site or page context. The audience really is at the heart of your campaign, not the media Most programmatic solutions have over 200 data points per cookie Right user, right message regardless of website and context Moved from buying inventory to buying audiences Programmatic is about reaching the right users, with the right message, at the right time, regardless of where they are. All regardless of the context. I mentioned I’d relate back to this slide as I think it’s an important one to explain why the consumer centric approach is the right one and detail just a few of the optimisations that will be made during any campaign. So starting with users on the left there, there will be a host of optimisations made toward them – which users are converting, completing video views, etc., then finding more of those types of users who will also be likely to interact with that campaign. It might be that your programmatic activity reaches your target audience, but one of the beauties of programmatic is that it can help identify new audiences that you maybe didn’t think were your target audience and this of course can help devise future strategies. The message is important as users will react to different messages dependent on their state in the decision journey. It might be prospecting activity where a more brand-led message might be more relevant, or it could be someone who has been on-site and abandoned a basket in which case a re-targeting message would be appropriate – perhaps dynamic Moving on and when speaking of time, although I am including time of day that an ad is served, there are a host of other factors I’m including here. It might be users are particularly resonating with a message on one or two days of the week or over the weekend in which case up-weights would be made toward these. Getting more granular, it also includes ad frequency where programmatic technology will determine the optimal frequency to show an ad to a user. Programmatic will also optimise toward ad recency – so what’s the most efficient time period to display a user with your message before they convert or carry our the required KPI? Different users will responsive to ads in different locations and on different devices – some will react on the move on a smartphone, others in front of the TV with a tablet an others on a desktop during their lunch break. All this data can be crunched and actionable outputs produced with programmatic activity. Price is key to programmatic and as it’s bought in a biddable landscape it can fluctuate hugely. A lower cost will be paid for prospecting activity displaying ads to users who have shown some intent, but are not yet hot prospects. Whereas some users may have visited a site a number of times and may have abandoned a basket showing that they are probably very hot prospects, so a higher cost will be paid for this user based on the fact they are deemed a hotter prospect. Programmatic provides a unique chance for us to address advertising to users based on their individual online habits and behaviour based on data – technology and optimization are absolutely key to this.
• #38: Reach It is now very easy to reach audiences across millions of websites We can split out reach and optimise by device if required Frequency Unified solution for controlling ad frequency Can be monitored and optimised in real time by line item or strategy. Viewability Programmatic allows tracking of who has actually seen the Ad. This can be fed in real time to ensure that the frequency is actual rather than implied. Greater Measurement The level of data and tracking provided by the use of Programmatic enables measurement against: Audience data Creative Insight Monitoring best performing strategies. Feeding actual not implied data into the Connected Planning cycle.
• #39: Effectiveness Target users based on individual online habits and behaviour Reduction in wastage improves overall effectiveness Insights More data is available for insights We can understand which audiences perform and those that don’t Efficiency The whole process is much more streamlined than it ever has been before
• #40: Run through my advice based on some of our experience at MediaCom I think if you follow these it will help you along your programmatic journey
• #41: Won’t have time to go through all of these unfortunately Concentrate on the most important Focus on connecting with Consumers Programmatic is a system of working that demands too much debate Keep sights on the consumers and KPI’s and not on the jargon Tech is there to Deliver not to Dictate Data = People This is key to determining actual value in Data planning It is only as good as its application Keep it clean Treat delivery of advertising as Moments Treat delivery of Advertising as Moments Programmatic Allows us to make them as valuable as possible Get as much from them as you can Harness the true potential of targeting and optimisation Fluid Real-time optimisation is now Viable Use Swarm Intelligence to generate unseen learnings Engage the secondary demographic to take the campaign further Ensure that all informed advertising is personalised where appropriate Embrace dynamic content optimisation Report on creative variation Safeguard against missing out on innovation Tech partners must be extensible to take advantage of all that is on offer Always check “integrations” to ensure they do what they say they can Keep an eye on the future and take advantage of new technologies Achieve true scale in Audience Monitor frequency across all partners Adapt cross device functionality Cut out wastage Match macro management with micro execution Don’t get drawn too far into the detail Benefit from the potential of the stack by using as much of what is available Map trends to drive insight Sing where they can hear you Be truly agnostic in delivery, remember you are targeting data not inventory Act on the potential of the insight you have Follow the data Don’t miss the opportunity Establish a set up that allows speed to market Be always on Don’t be scared, it takes ten seconds to stop!!
• #42: Think outcomes not inputs Go ahead and give programmatic a try Quicker and easier to learn by doing it Know your KPIs and consumers and work to reaching these Technology is there to deliver results – don’t get hung up on it
• #43: Think of every impression as a moment with consumer How can you make these valuable? Get the consumer to engage with your brand Best way to get your message across Think formats, expanding, video, interaction etc Use personalised messaging Very little that can’t be traded on programmatic
• #44: Data = People When you plan using data these are people on the other side Data should be clean and up-to-date Good and strong data = high performing campaign
• #45: Fluid real-time optimisation will improve performance Swarm intelligence will enable you to see what works and what doesn’t Map trends and generate insights Test targeting your secondary demographic
• #46: Remember that context does not matter any longer Use a test and learn strategy to identify opportunities Follow what the data tells you Increase budgets where performance is high Reduce budgets and refine targeting where performance is low
• #47: Programmatic can be very quick to setup and get live Make sure that you get the basics rights at the start or you may fail Always on means consistent learning If things don’t work then pause, analyse, re-evaluate and try again
• #52: HOW TV HAS CANGED - CHANGES IN CONSUMER PATTERNS – ESP IN SCOTLAND CAUSES OF THIS CHANGE - INNOVATION IN THE TV SPACE - HIGHLIGHT CHALLENGES LOOK AT WHAT MIGHT HAPPEN NEXT.... TOMORROW’S WORLD
• #54: OFCOM SHOWS: GROWTH IN BOTH CATCHUP AND SUBS SERVICES FALL IN USE OF PVRs
• #55: AT STV WE SEE “LIVE” HOLDING UP STRONGLY – 1% FALL P.A. SMALL GROWTH IN VOSDAL (VIEWING ON SAME DAY AS LIVE) TIME SHIFTING PRETTY STATIC
• #56: AT STV - 78% PEOPLE STILL WATCH STV LIVE ON SD 19% IN HD 3% ON “+1” OLD HABITS DO DIE HARD...
• #57: AT PRESENT 87% OF TV IS WATCHED LIVE PREDICTIONS ON THE FUTURE VARY ENDERS SAY BY 2020 81% OF TV WILL BE WATCHED LIVE EBU PREDICTS BY 2020 71% OF TV WILL BE WATCHED LIVE SO LIVE TV IS HOLDING UP - BUT DEFINTELY A SHIFT...
• #58: FOR FOOTBALL 97% IS WATCHED LIVE – 0% TIME SHIFTED FOR DRAMA - BROADCHURCH 61% LIVE - AND 24% TIME SHIFTED WE ARE FINDING DIFFERENT CONTENT IS CONSUMED IN DIFFERENT WAYS
• #59: WE ARE ALSO SEEING CONTINUED GROWTH IN AWARENESS OF STV PLAYER HAS BEEN CONSISTENT OVER THE 5-6 YEARS 2ND IN MARKET
• #60: TIME SPENT ON MOBILE AND TV TV HOLDS UP PRETTY WELL MASSIVE GROWTH IN MOBILE (AS YOU WOULD EXPECT) CLEARLY HUGE STRUCTURAL CHANGE
• #61: AGAIN “TIME SPENT” - PRINT IS OBVIOUSLY IN SEVERE DECLINE MOBILE IS THE “MEDIA” STAR KEY POINT TV IS MONETISED AT THE SAME LEVEL ON MOBILE (SIMILAR OR EVEN HIGHER CPMs) THIS IS NOT THE CASE FOR PRINT PUBLISHERS AS WE WITNESS THE SHIFT TO MOBILE - PRINT MEDIA IS BEING HIT PARTICULARLY HARD (DOUBLE WHAMMY !!)
• #62: THIS KEY POINT IS ALSO REFLECTED IN THIS SLIDE - TIME SPENT V AD SPEND BIG DISCREPANCY = PRINT AND MOBILE PRINT HAS ONLY 4% OF ATTENTION BUT 18% OF SPEND MOBILE 24% OF ATTENTION - BUT ONLY 8% OF AD SPEND BASED ON THESE STATS WE WILL CONTINUE TO SEE A BIG SHIFT IN SPEND AWAY FROM PRINT TOWARDS MOBILE
• #64: ACCESS TO THE INTERNET AND BROADBAND + ADVANCES IN CONSUMER TECHNOLOGY HAVE LED TO MAJOR CHANGE HAS RADICALLY CHANGED HOW WE CONSUME CONTENT [NOTE BROADBAND IN SCOTLAND 73% V 80% ACROSS UK] AS WE HAVE SEEN...
• #65: ACCESS TO AND USE OF MOBILE PHONES CONTINUES TO GROW – 100% USAGE UNDER 24 MORE CONTENT CONSUMED ON THE MOVE – INCLUDING VIDEO GREATER EXPECTATIONS FROM CUSTOMERS AND THIS WILL CONTINUE (AS POPULATIONS AGE...)
• #66: NEW PLATFORMS EMERGING ALL THE TIME THE STV TEAM ARE CURRENTLY WORKING ON FREEVIEW PLAY – NEXT GEN FREEVIEW
• #67: WE NEED TO BE WHERE OUR CUSTOMERS ARE STV PLAYER IS LIVE ON 11 PLATFORMS AND COUNTING IS CLEARLY A MAJOR FOCUS FOR TV BUSINESSES
• #68: AS WELL AS MANY PLATFORMS - THERE IS ALSO COMPLEXITY AT THE DEVICE LEVEL THE CHART SHOWS CHALLENGE FACED BY ANDROID DEVELOPERS OPEN SIGNAL REPORT (AUG 2015) OVER 24,000 DISTINCT ANDROID DEVICES – UP FROM 11,868 IN 2013 AGAIN A MAJOR DEVELOPMENT OVERHEAD FOR ANYONE WORKING ON ANDROID
• #69: THERE ARE ALSO … HIGH EXPECATIONS IN TERMS OF QUALITY STV PRO ACTIVELY MONITORS STREAM QUALITY NPAW: REDUCE BUFFERING BY 10% = INCREASE REVENUE BY 10%
• #70: WE ARE ABLE TO DO THIS - IN PART .... BECAUSE OF OUR PARTNERS HOST OF SUPPLIERS - INNOVATING IN THIS SPACE CALL THEM OUT...
• #71: ALSO ABLE TO DO THIS – BECAUSES OF THE TEAM WE HAVE BUILT AT STV INVESTMENT IN TALENT TO BUILD NATIVE APPS, WEB SITES, SMART TV SERVICES HIRE PEOPLE WHO THRIVE ON CHANGE ONE THIRD OF STV STAFF HAVE JOINED IN THE LAST THREE YEARS
• #72: GOING TO PICK OUT A FEW THEMES
• #73: FROM OFCOM LAST MONTH - USAGE OF SOCIAL WELSH LEAD THE WAY SCOTS NOT BIG ON TWITTER OR WHATSAPP FOR SOME REASON BUT ARE BIG ON FB ...
• #74: AND GETTING MORE INTO FACEBOOK ACCORDING TO OFCOM 18% CLAIM FACEBOOK IS LAST APP ADDED TO PHONE
• #75: REFLECTED IN OUR OWN FIGURES 4 X GROWTH IN FB FANS IN 2 YEARS 10 X GROWTH IN TWITTER FOLLOWERS 44% OF PAGE VIEWS FROM SOCIAL 1.4M STREAMS ON SOCIAL ON REFERENDUM NIGHT (1,400 CLICK THRUS TO STV) LIKELY TO CONTINUE – NEED TO SEE VALUE FLOWING BACK FROM FACEBOOK / TWITTER
• #76: THE “HYPE” AROUND DATA IS TURNING INTO TANGIBLE BENEFITS HELPS US SHAPE PRODUCT DEVELOPMENT TARGET ADVERTISING TAILOR MESSAGES
• #77: EXAMPLE FROM BETFAIR MESSAGING IS STARTING TO GET PERSONAL ALISTAIR APPEARS ON SHIRT EXPECT PERSONALISED VIDEO SOON
• #78: ALLOWS HIGH LEVEL OF TARGETING ACROSS THE SKY PLATFORM DIFFERENT ADS TO DIFFERENT HOUSEHOLDS
• #79: AS WITH ALL BROADCASTERS STV ARE ALSO PUTTING A LOT OF EFFORT INTO CUSTOMER DATA INTO KNOWING WHO OUR CUSTOMERS ARE THIS WILL BE CENTRAL TO OUR SUCCESS MOVING FORWARD
• #80: 1 IN THREE SCOTS NOW SIGNED UP TO SET SERVICES WE ARE TRIALING GEO TARGETED ADVERTISING IN THE NORTH EAST - 26 ADVERTISERS LOOKING TO BE AT 50% BY END OF 2016
• #81: STARTING TO PERSONALISE STV PLAYER AT USER LEVEL E.G. - RECOMMENDING SHOWS AT END OF STREAM BASED ON PREVIOUS BEHAVIOR
• #82: ENGAGEMENT IS ONE OF OUR KPIs STV ARE SYNCHRONISING SERVICES ACROSS PLATFORMS – WITH SSO BUILDING UP A PICTURE OF BEHAVIOUR RIGHT NOW WE REACH 92% OF SCOTS EVERY MONTH AND 55% OF SCOTS USE THREE OR MORE STV SERVICES EVERY MONTH
• #83: IN SUMMARY TELEVISON HAS CLEARLY CHANGED AND INNOVATION WILL CONTINUE TO DRIVE CHANGE BUT – IN THE END – IT’S STILL TELEVISION ALTHOUGH HOW WE CONSUME IT HAS CHANGED AND A KEY MESSAGE FOR ANYONE INVOLVED IN TELEVISION IS THAT - WHATEVER HAPPENS ... IT WILL BE CRUCIAL TO BUILD STRONG 121 RELATIONSHIPS WITH YOUR CUSTOMERS AND - FOR THE COMMWERCIAL BROADCASTERS - YOUR ADVERTISERS