Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15
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RhythmOne is a media technology company offering cross-screen advertising solutions, connecting brands with audiences through premium content. The document discusses the evolution and importance of premium programmatic advertising, emphasizing its automated, technology-driven nature and the shift towards integrating creative strategies. It highlights the need for cohesive, results-driven solutions across various channels and the fast-paced innovations in the programmatic landscape.
Forging a Path to Premium Programmatic - RhythmOne Webinar, 10/28/15
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- 2. RhythmOne Overview RhythmOne is a media technology company that connects audiences with brands through premium content across devices, at scale. We work with advertisers, publishers and content providers to offer fully integrated, cross-screen advertising solutions, spanning desktop and mobile video, rich media, display, social and native formats. 2 B r a n d S a f e , P r e m i u m C o n t e n t I n - s t r e a m V i d e o A t S c a l e H i g h I m p a c t C r e a t i v e D a t a A n d T a r g e t i n g C r o s s - s c r e e n S o l u t i o n s A u d i e n c e E x t e n s i o n s
- 3. About The Presenter 3 James Murphy Vice President, Programmatic James is responsible for managing all business functions within RhythmOne’s programmatic division, including business development, sales, yield management and brand awareness. With more than twenty years of experience in digital media, James is an expert in programmatic, online trading, sales management and video advertising. Before his current role at RhythmOne, James held roles at AdConductor and Burst Direct.
- 4. What We’ll Cover Premium programmatic – what is it? Why does it matter? Where do we agree and where is there confusion? How do you build the right team? What is the role of creative? Where does premium programmatic fit? What does the future hold? 4
- 5. Premium Programmatic 5 IAB Definition Type of Inventory Reserved1, Unreserved Pricing Fixed2, Auction Participation One Seller-One Buyer, One Seller–Few Buyers, One Seller-All Buyers Other Terms Used in Market Automated Guaranteed Reserved Fixed One-One Programmatic guaranteed Programmatic premium Programmatic direct Programmatic reserved Unreserved Fixed Rate Unreserved Fixed One-One Preferred deals Private access First right of refusal Invitation-Only Auction Unreserved Auction One-Few Private marketplace Private auction Closed auction Private access Open Auction Unreserved Auction One-All Real-time bidding (RTB) Open exchange Open marketplace Source: Interactive Advertising Bureau 2013 1. Reserved inventory is advertising space on a publisher’s site that is put aside for a specific advertiser for an agreed price 2. Fixed price is any arrangement where the buyer and seller agree on a flat price that the buyer pays rather than the highest bidder in an auction environment
- 6. Why it Matters 6 $3.15 $5.88 $8.93 $11.65 $1.04 $2.78 $4.32 $5.93 $0.24 $0.67 $1.64 $2.86 2014 2015 2016 2017 Programmatic direct Open exchange Private marketplace Source: eMarketer Spend
- 7. Why it Matters 7 Programmatic buying in general (direct and RTB) is a systematic way of buying – removing the middlemen and reducing waste. Network/Site/A pp Desktop Mobile CTV Display Video Native Rich Media The Result: cross-channel consistency, streamlined targeting, less waste Programmatic platform with data overlays Simplification
- 8. The Perception in the Field… When we asked practitioners what premium programmatic meant, the answer was not as clear: 8
- 9. So We Decided to Dig Deeper We asked 12 industry natives their POV: 9 What is it? What isn’t it? Frustrations? Benefits? How can it reach its full potential?
- 10. What we Can Agree On In it’s simplest form, Programmatic advertising is an automated, technology-driven method of buying, selling or fulfilling advertising. This method of buying replaces the traditional use of manual RFPs, negotiation, and insertion orders to purchase digital media. Programmatic buying is supported by an industry protocol called OpenRTB that is maintained by the IAB. 10 Defining Programmatic 1 2 3
- 11. Premium is in the Eye of the Beholder 11 The term “Premium” meant different things to different people, but ultimately, it boiled down to: Programmatic used to be about targeting alone Good Placement Quality Ads Audience Targeting
- 12. Creating the Right Team 12 What it was… What it is becoming… • Network/site negotiation, “Premium” placements • Device centric • Monthly IOs • Individual channel KPIs • Pricing based on audience quality • Cross device • Flexible timing • Cross-device KPIs • Niche ad units • Single messages • Not involved in optimization • Scalable ad units • Audience-specific messaging • Involved in real-time optimization • Manual deployment • Decentralized • Fraud is mostly opaque • Post-campaign reconciliation • Automated deployment • Centralized • Increased viewabilty and verification • Pre-campaign filtering • Manual, placement-based optimization • Campaign-based test-and-learn • Automated deployment • Cross-channel optimization • Real-time test-and-learn Planning Creative Execution Optimization
- 13. Data Keeping Creatives Creative 13 By harnessing data and embracing technology, creative teams can create beautiful, high performing marketing campaigns. Creative Technology Old school creative “hand off”
- 14. Programmatic – Beyond Retargeting 14 Awareness Acquisition Advocacy Where your audience is and how to move them from awareness to acquisition to advocacy across platforms. In it’s early life, programmatic was thought of as primarily an acquisition or re-engagement channel. With advancements in targeting techniques and ad types, premium programmatic can play a role throughout the funnel. Campaign Objective
- 15. The Bigger Picture 15 Premium programmatic can fit numerous goals, but… It will always work better when integrated with a broader plan that allows you take advantage of: • Break-out ad units • Grass roots influencer, events and social marketing • Non-programmatic channels like linear TV. Awareness Acquisition Advocacy Campaign Objective
- 16. Results Driven Solutions 16 The trick is to always keep the story cohesive and relevant, no matter what the channel…
- 17. Not Your Big Brother’s Programmatic 17 Innovation in the programmatic landscape is happening fast and furious, including: • Cross-channel and omni-channel targeting • Robust in-app and mobile web inventory • Video everywhere! What’s on the horizon for programmatic? • True cross-channel tracking and optimization • Omni-channel channels: TV, Digital out-of-home, expanded native and social amplification Beyond? • All media purchased systematically, programmatically – defining the relevance of every channel • Marketing will become an investment, not simply spend 1 2 3
- 18. Thank You
Editor's Notes
- #3: STORY NOTES: - RhythmOne is a one stop shop that streamlines campaign planning and execution across multiple devices. Our premium cross-screen solution provides a scalable, brand safe environment for advertisers to reach their target audience through a single media buy on the right device at the right time. All of our solutions are premium RhythmOne Mobile stems from Rhythm New Media RhythmOne Influencer stems from Burst Media - We offer rich media across desktop, smartphones, and tablets
- #10: 10 buy-side programmatic experts and 2 experts from RhtyhmOne (Dwight and James)
- #11: Although most commonly associated with digital ads, it can also be used to procure search, email, streaming radio and even TV inventory.
- #12: Programmatic used to be about user matching and retargeting – a good way to reach audiences with whom you wanted to re-engage. Premium programmatic, however, expanded the definition of programmatic to be able to include tow other dimension: good placement and quality ads. In a premium programmatic world, these components are multi-faceted. Audience targeting Not just data segments, but more sophisticated targeting, including combining of first party data with behavioral data Also, not just data on the front-end, but data used to optimize and refine campaigns based on goals Good placement Good publishers Good placement on the page (Above the fold still resonates) Transparency in the buying process – one-on-one relationships between advertisers and the publishers they are buying on (or at least as close as they can get) Quality Ads Good creative Brand safe, viewable, verified
- #14: Technology means getting on board with HTML5 Data There are two ways marketers can infuse data into their creative. They can use the information about the audience (the people viewing the ads), including demographics, location and previous behavior on websites gathered from first- and third-party data, and they can integrate the data about the context and environment in which the ad appears (how they’re viewing the ads). Read the signals: contextual, audience and demographic Use data to create a “dialogue” with consumers Use data to hone messaging relevance
- #15: Talk about the “past” when programmatic was primarily earmarked as a remarketing focused channel looking to reengage consumers in a process (like a shopping cart) based on an action they’d taken. Speak specifically here about broader targeting techniques that allow awareness focused marketing and ad types like native that let you target, re-engage and create advocates out of existing clients.
- #16: Premium programmatic is able to meet many goals, but it is not the end all be all. It can be a cost-effective and scalable way to reach audiences across channels with relevant messaging, and to more easily track the interaction between those channels. However, as we know, advertising is ever changing. Premium programmatic provides a great foundation, but it will always be more powerful when coupled with campaign tactics that reach people on non-programmatic channels, and with messaging and ad units that may not be available on programmatic.
- #17: Speak specifically here about broader targeting techniques that allow awareness focused marketing and ad types like native that let you target, re-engage and create advocates out of existing clients.
- #18: Premium programmatic is not just about display any more, as it was just a few short years ago. Premium programmatic buying is available and trackable across channels, across formats