ADTECH&DATA - Tendências em programático - Mobile e Cross Device - Sell side
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This document discusses trends in programmatic advertising across mobile, video, and cross-device environments. It notes that mobile now dominates user time spent and digital video growth. Programmatic is extending to new formats and environments beyond desktop. Publishers are advised to consolidate their technology onto a single stack to improve performance and revenues. Programmatic direct and guaranteed deals provide higher CPMs than open auctions. Effective strategies maximize every impression by understanding user behavior and matching buyers and inventory.
ADTECH&DATA - Tendências em programático - Mobile e Cross Device - Sell side
- 2. TENDÊNCIAS EM PROGRAMÁTICO MOBILE E CROSS-DEVICES
- 4. Direct marketers cut waste and can target at scale banners on desktop Programmatic goes direct Brand gets power / efficiency of audience at scale + premium Multi-screen Multi-environment Cross-device New formats + video, mobile Real-time Bidding powers audience buying Wave 3: Programma-c extends everywhere
- 5. Publishers create the moments that matter
- 6. Publishers to connect advertisers with consumers
- 7. Mobile dominates user time spent Google Confidential & Proprietary Source: comScore media metrix multi-platform & mobile metrix, US, March 2013 - June 2014 Mobile overtakes Desktop Mobile App overtakes Desktop
- 8. Time spent with Video 11% CAGR -1.8% CAGR TV Digital Video All video growth is digital Google Confidential & Proprietary Source: eMarketer, April 2015
- 9. Digital video growth is mobile 37% CAGR -1.8% CAGR 7.8% CAGR Desktop/Laptop Other connected devicesMobile Google Confidential & Proprietary Source: eMarketer, April 2015
- 10. IN THE SPOTLIGHT: TRENDS TO WATCH MAXIMIZE EVERY IMPRESSION PROGRAMMATIC AND DISPLAY… AND MOBILE… AND VIDEO PROGRAMMATIC DIRECT AND GUARANTEED PLATFORM CONSOLIDATION 1 2 3 4
- 11. PLATFORM CONSOLIDATION IN THE SPOTLIGHT: TRENDS TO WATCH
- 12. BCG conducted an independent study to understand the impact of programmatic revenue and best practices Determined largest drivers of revenue Distinguished programmatic activities that add value from those that detract value Identified best practices for programmatic success Source: h9ps://www.bcgperspec-ves.com/content/ar-cles/media-‐entertainment-‐marke-ng-‐programma-c-‐path-‐profit-‐publishers/
- 13. Simplifying onto a single stack improves performance Discrepancies for unified stack vs. 3-10% in non-unified stack <0.5% Uplift in revenue for pubs using EDA 12% SSP is more efficient due to reduced ad ops overhead 1
- 14. The study determined that publishers can outperform the market by following four key steps Adopt a cross- channel data-driven strategy Segment & match inventory with buyers Assemble the right technology Develop go-to-market & analytic capabilities Publishers can maximize revenues by analyzing advertiser and user data in order to develop a clear view of the propositions that sell best on each channel Publishers can significantly enhance the value they deliver to advertisers by using both dialogue and data to build a clear understanding of buyer preferences Assembling the right “stack” is critical to revenue generation, since the stack provides access to advertiser demand as well as tools, algorithms and options for maximizing revenues Publishers are already developing their teams in such critical functions as proposition development and pricing, sales, and analytic yield management
- 15. The right technology enables publishers to drive revenue growth and increase operational efficiencies +10% +24%+30% More impressions Higher CPMs More efficiency
- 16. A single stack* increases opera-onal efficiencies by 30%+ All publishers in the study Publishers using a single stack Best-in-class publisher using a single stack Non-value-adding activities Value-adding activities -30% -60% * Single stack denotes a technology set-up with one ad server and one SSP ** Typical monthly activities include monitoring & optimisation, reporting, billing and creative review; exclude time spent setting up individual programmatic deals ● Programmatic teams spend a lot of time on non-value add activities -- on average, spending only 19% of their time on value-adding activity ● Publishers using a single stack spend up to 60% less time on programmatic activities
- 17. A unified plaIorm increases CPMs by up to 24% • BCG analysis found that Enhanced Dynamic Allocation increases CPMs on average by 12% and up to 24% DoubleClick’s Enhanced Dynamic Allocation provides robust decisioning capabilities and ensures demand prioritisation across direct and programmatic Enhanced Dynamic Allocation available only on DoubleClick’s unified sell-side platform +12% +24% Average Programmatic CPMs
- 18. MAXIMIZE EVERY IMPRESSION IN THE SPOTLIGHT: TRENDS TO WATCH
- 19. Google Confidential & Proprietary Advertisers are looking for the right moment
- 20. Google Confidential & ProprietaryGoogle Confidential & Proprietary Competition drives up yield
- 21. Google Confidential & Proprietary Reducing competition risks yield
- 22. Demand is no longer exists in silos, it comes from everywhere Once upon a time: two demand sources Yesterday: a middle ground opened up Today: any given buyer & channel might be best for any given user moment
- 23. Segmenta-on is a weak founda-on for revenue growth Fixed allocation leaves money on the table Manual yield management is inefficient First-look deals lock out competition
- 24. Programma-c is not just about remnant inventory Awareness Consideration Favorability Intent Purchase Upper Funnel Lower Funnel Brand Performance Today Future Programmatic Reservation, Direct, Open Reservation Buys Reserv. Buys Programmatic
- 25. PROGRAMMATIC DIRECT AND GUARANTEED IN THE SPOTLIGHT: TRENDS TO WATCH
- 26. New deal types to support publishers Open Auction Hundreds of buyers competing Private Auctions Invitation only auctions Preferred Deals Fixed price, one-to-one deals Traditional tag-based Guaranteed, direct deals Exclusive & NegotiatedOpen & Liquid
- 27. New deal types to support publishers Open Auction Hundreds of buyers competing Private Auctions Invitation only auctions Preferred Deals Fixed price, one-to-one deals Traditional tag-based Guaranteed, direct deals Exclusive & NegotiatedOpen & Liquid Programmatic Guaranteed Programmatic, guaranteed, direct deals Programmatic direct deals
- 28. The power of programmatic, the CPMs of direct, and a workflow all it’s own Google Confidential & Proprietary
- 29. Programmatic Guaranteed sees CPMs 10x to 20x open auction 3x to 4x preferred deals and private auctions Google Confidential & Proprietary
- 30. PROGRAMMATIC AND DISPLAY… AND MOBILE… AND VIDEO IN THE SPOTLIGHT: TRENDS TO WATCH
- 31. 98% % of 18-34 year-olds that reported using each device to watch video content in daily video diaries Smartphone 56% Computer 19% Tablet 81% TV 18-‐34 year-‐olds default to their smartphones to watch video
- 32. Planning for TV Buying has Become Complex
- 33. A mone-za-on solu-on for all devices and formats -‐-‐ across the web and mobile apps Trafficking Inventory Forecasting Reporting Targeting Creatives Google Third-party DIRECT SALES INDIRECT SALES Comprehensive cross-platform solution to help you accelerate your digital ad operations and generate even greater returns