Morning Workshop: Getting Started with Programmatic Video, sponsored by SpotXchange at Digiday Publishing Summit, March 26, 2015
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Programmatic video advertising spending has grown exponentially, hitting $6 billion in 2014 and estimated to reach $7.7 billion in 2015. Most trading will eventually be handled through programmatic channels as it expands advertiser reach and provides market intelligence. When starting with programmatic video, companies should establish a strategy, create buyer relationships, and leverage it as a research tool while being flexible. Programmatic addresses challenges of direct sales and provides options for private deals versus open marketplaces. Publishers face technical challenges around ad calling that require consideration.
Morning Workshop: Getting Started with Programmatic Video, sponsored by SpotXchange at Digiday Publishing Summit, March 26, 2015
- 1. v Getting Started with Programmatic Video Mike Laband Sr. Director, Business Development
- 2. Explosive Programmatic Growth *Source: eMarketer Ad spend hit $6B in 2014 Spend in 2015 estimated $7.7B
- 3. Why Programmatic? Direct Sales • Majority of trading eventually handled by programmatic channels – Display > Video > Mobile > Programmatic TV • Programmatic viewed as remnant/indirect/unsold bucket • Expands advertiser base and source of market intelligence • Advertisers moving to programmatic trading only
- 4. Where to Start? Source: IAB Spain, 2014
- 5. Evaluating Tech Vendors • Ad Servers vs. SSPs vs Holistic • Programmatic Infrastructure • Cross device • Transparency & Reporting • Technology • Customer Service Programmatic is a Plan
- 7. Private Deals vs Open Marketplace Upsell Open Marketplace Buyers Deal ID vs Tags 1st & 3rd Party Data Preferred Access
- 8. Publisher Challenges Daisy chain vs. Parallel Ad Calling Client side vs. Server Side VAST vs. VPAID
- 10. Takeaways Establish a Strategy for Programmatic Create relationships with the buyers Leverage Programmatic as Research Tool Knowledge Share Be Flexible
- 11. v THANK YOU Mike Laband • Sr. Director, Business Development mlaband@spotxchange.com
Editor's Notes
- #3: Ad spend hit $6 Billion in 2014, spend in 2015 will hit $7.7 billion – emarketer $2.8 billion of that spend in 2015 to be programmatic growing to $3.8 the next year
- #4: -History as an indicator in the display space -Pubs are missing out opportunities by reserving everything for traditional sales – DSP algos are designed to churn through as many impression opportunities as possible to identify the right user, site, and performance -Opening programmatic allows you to identify new advertisers to transact with and identify how the market views your inventory -More advertisers like AMEX, P&G…. Are moving budgets to only programmatic channels
- #5: Needless to say, it’s a complex industry
- #6: There are inherent differences from Display to Video Programmatic is a plan, not automatic. Ad servers can transact, mediate, serve deals – but do they have programmatic connections? SSPs are designed to incorporate programmatic. In some cases, your platform may have both Mobile is now the medium of choice Most important aspects are the technology, device agnostic, and service
- #7: Integration: Desktop is generally more straight forward as mobile requires more information to be passed for buyers. Tags, SDKs, and Plugins can be very necessary Segmentation and Targeting: Separate Device, Be Transparent, and Pass Key Variables Managing your Demand Stack: Leverage prioritization and tiering, your auction, and finally the demand sources. Are they really brining you proprietary demand or are they reselling?
- #8: Using data from the open marketplace, identify buyers to setup deals Deal ID – server side, Tags – Daisy Chained 1st party vs. 3rd party - both can create value Allow DSP & Trading Desk to leverage their DMPs Leverage 1st party data to segment and target Programmatic sellers Focused on building tighter relationships with all facets SSPs, DSPs, Trading Desks, and brands
- #9: VAST allows communication between ad servers VPAID enables communication between the ad unit and the player Server – Fast Connections
- #10: Fraud – Need publisher help as well 33% of impressions are viewed, iFrames and invisible windows Team up with a verification partner Viewability – MRC vs Advertiser Standards, different devices cause changes to sizing and definition There is a significant lack of high quality video content accessible to programmatic buyers at this time
- #11: Strategy: Open vs Private Create The Relationships With Buyers: