Study programmatic and data in Spain Datmean
2 likes452 views
The document discusses programmatic advertising, highlighting its automation, flexibility, and efficiency in purchasing ad inventory based on user data. It emphasizes the importance of data quality and the evolving ecosystem, including the roles of advertisers, agencies, and data suppliers in optimizing campaigns. Additionally, it explores the significant growth of programmatic advertising in regions like Europe and Latin America, predicting continued expansion and the integration of programmatic with various media formats.
Study programmatic and data in Spain Datmean
- 1. Programmatic and Data: What is Happening
- 2. It is the purchasing and selling of advertising inventory in an automated way through technology and based on data of usersā actual behavior. It is not about residual or low cost inventory, it is about buying at a fair price. What is Programmatic Ad buying? Programmatic Advertising
- 3. Why is it important? ā¢ Scale: It allows for the purchase of all available advertising inventory on the internet. ā¢ Flexibility: Measures in real time every impression, enabling the optimization of the marketing campaign. ā¢ Targeting: the possibility to precisely choose which consumer sees which message and at which moment (effective audience). ā¢ Efficiency: pay to reach consumers that are then impacted, increasing the ROI of the online investment and optimizing costs.
- 4. What are they looking for? Advertisers, Agencies and Publishers all have different priorities or different reasons for investing in Programmatic. Reaching the Target in an efficient way and Operational Efficiencies are the most important reasons according to this study by e-Marketer. Source: e-Marketer
- 5. Elements of the Eco-System Collectors and processors of data with the capacity to direct them to specific brands and media actions. Data Supplier Allow the connection between advertisers and agencies, providing them with a multitude of inventory. Trading Desk Open Auction: there are no restrictions on selling ad space. Private Auction: a selection of advertisers that bid on the ad space ADExchange Help advertisers define their target market through the analysis of data (1st and 3rd party data). DMP Manage the sale of ad space, sending impressions to the best buyer. SSP Optimize digital marketing campaigns and manage demand. DSP
- 6. Trading Desk Trading Desk How does it all work? Eco-System Source: Datmean 2016 Audiences Audiences Audiences Demand Suppy Guaranteed Priority Data Market Exchange (Second Party Deals) Third Audience Platforms Audiences
- 7. āWithout data you are just another person with an opinionā W. Edwards Deming Data Scientist Programmatic buying and the complex ecosystem surrounding it is supporting itself, little by little, on the knowledge of its audience to reinforce its positioning and value. We are moving towards the sustainable combination of Big Data and Real Time Bidding.
- 8. First Party Data Third Party Data Second Party Data 1st 2nd 3rd 1st party: data that a company collects directly from its consumers. 2nd party: data from the sale of 1st party data from one company to another. 3rd party: data that can be purchased pre-collected by an external provider How we classify Data
- 9. In what proportions are they used? 79% 70% 72% 43% 48% 27% 44% 69% 40% Advertisers Agencies Publishers 1st party 2nd party 3rd party Source: Iab Europe, 2016
- 10. Where does all this Data come from? 0% 10% 20% 30% 40% 50% 60% 70% 80% Ad Exchanges DMP DSP SSP Data Marketplace Data supplier Own data Publishers Agencies Advertisers Source: Iab Europe2016
- 11. How to benefit from it? Activation of Data: 1. Data Input. 2. Revelation of value. 3. Analysis of Data. 4. Generation of Insights. Collecting large volumes of data is not everything; being able to work with this amount of information and knowing how to process it through the use of efficient algorithms is what is very useful. Thanks to this, it is possible to disclose the information in a way that it can be used according to its relevance. Source: Krux
- 12. ā¢ Offers insights regarding behavior on the web. ā¢ Creates segments with behavioral data. ā¢ Provides a more complete view of customers. ā¢ Enables the use of more effective and efficient strategies. ā¢ Helps control advertising costs and improve ROI. ā¢ Brings greater control over the data assets. Utilization of Data
- 13. Data Lock03 Premium Deals 01 BlackList02Post&PreBid04 Post-Bid analysis that helps identify and classify URLs that use bad practices. This information is used in later bids to improve the control of the ad buy. Post & Pre Bid Guaranteed protection of Data, who uses the data and for what purpose. Data Lock Limit the auctions to URLs that have passed the filter of more than 50,000 sites .that are blocked for fraud or bad practices. Black List Agreements with the principal publishers, assuring presence on Premium sites. Premium Deals Protecting Data: Brand Safety
- 14. 51% 39% 37% 2% Lost sales opportunities Wasted time/inefficiency of process Diminished relationships with customers/prospects Negative cultural impact onemployees Other 56% Source: e-Marketer Data Quality āData Quality Becomes a Top Concern for Marketersā Low quality Data can cause lost sales opportunities, inefficient processes and diminished relationships with customers among other problems according to a study from e-Marketer.
- 15. Source: Iguazio Volume VelocityVariety PB GB MB Table Database Photo Web Audio Social Video Mobile Unstructured Batch Periodic Near Real- Time Real-Time TB Veracity Quality Unstrusted Uncleaned Uncertainty Big Data or what we call āBig Dataā has four dimensions, each one with its own characteristics: Volume, Variety, Velocity and Veracity. Dimmensions of Big Data
- 16. Programmatic is much more than RTB Reserved Not Reserved Type of Inventory Auction Model Guaranteed PriceSetting Source: Iab Private Auction Open Auction RTB Automatic Guaranteed No Guarantee (preferred agreement)
- 17. Programmatic vs RTB Global Market of Programmatic and RTB ($.US mm) Source: Socintel360, 2014.
- 18. 1990 2008 Now 2019 Reserved Buying AD Networks Ad Exchanges & SSP DSPās RTB Prediction era Evolution of programmatic
- 19. What is happening in the World?
- 20. United States 9,8 12,4 14,8 16,6 21,9 27,3 2014 2015 2016 Spending on Programmatic Advertising ($bn) United States World Source: e-Marketer 34% 29% 36% 41% 32% 27% 47% 32% 21% RTB Non-RTB Non Programmatic Market Share 2014 2015 2016 Source: GlobalMagna 2013 Here is how the United Satesā market is evolving:
- 21. Europe 19% 28% 41% 18% 27% 45% 11% 16% 23% 2013 2014 2015 Share of Programmatic by format Display Mobile Video Source: IHS, Iab Europe 1.947 3.339 5.685 2013 2014 2015 Programmatic Spending (ā¬m) Source: IHS, Iab Europe ā¦ and the European Market?
- 22. Europe 59% 56% 60% 33% 31% 31% 31% UK France Netherlands Germany Spain Italy Greece Source: MagnaGlobal Estimated growth rate of Programmatic (2017) Source: ExchangeWire, 2014 Total Investment in Programmatic buying ($mm)
- 23. Spain 39,3 31,1 8,2 49,2 36,9 12,3 Total Display Video Investment in Programmatic S1 2015 S1 2016 + 25,60% + 19,30% + 50,51% Source: Iab Spain, 2016. The Spanish market has adopted programmatic somewhat late, however, it is turning into a fundamental element of digital marketing and there is a promising future for this sector.
- 24. Spain 82,08% 17,92% Investment in Video S1 2016 Negociated Programatic Source: Iab Spain, 2016. 85,75% 14,03% Investment in Display S1 2016 Negociated Programatic Source: Iab Spain, 2016.
- 25. Latin America Growth of Programmatic in 2016 Growth in Programmatic of 197,9% in the rest of LATAM in 2016 Growth in Brazil of 198,3% in 2016 Latin America is, on a global level, the continent with the lowest programmatic spending but also the area of the fastest growth.. Brazil, Mexico, Argentina and Colombia lead LATAM, being the countries that are most quickly adopting programmatic. Source: E-marketer, Forrester, BI Intelligence
- 26. Is Programmatic the Future? Yes The buying and selling of Ad space thanks to Programmatic is growing exponentially. However, the vast majority of ads purchased and sold in a programmatic way are Online and Mobile. Source: e-Marketer 2012. Spending on RTB in online advertising ā USA
- 27. Course of Programmatic $0,31 $0,71 $2,16 $4,43 201,0% 127,8% 206,0% 105,0% 0,5% 1,0% 3,0% 6,0% 2015 2016 2017 2018 Programmatic Ad Spending Variation % Programmatic % over TV Source: e-Marketer, 2016. Programmatic TV Advertising spending on Programmatic Advertising vs Conventional Advertising in the USA Video Spend on Programmatic Advertising in the USA ($bn) Source: e-Marketer, 2016.
- 28. 1. The concept of Transparency will be increasingly demanded by the market. 2. A Consolidation of the market of DSPs market is expected in 2017. 3. The Fight against Fraud and the Phenomenon of Ad-blocking will continue to be relevant. 4. Increase of preferential agreements with Premium Media through Brands, in an increasing manner, will execute specific targeting strategies as well as niche targeting strategies based on need. 5. The Marketing of Content and Programmatic should be intertwined, providing a qualified product that provides more value to the End User. Predictions of Programmatic
- 29. 6. Dashboard visualization tools will grow rapidly due to the need of advertisers to get more real-time information on their campaigns 7. An Increase in 2nd Party agreements, sharing audiences including cross-device as well as behavioral insights between companies with complimentary products. 8. New mediums such as Radio and Outdoor will soon be available for Programmatic purchasing in Spain. 9. The Mobile medium should be consolidated as the big bet in programmatic for 2017. 10. The difficulties in finding Candidates with knowledge of programmatic will continue, which is an opportunity for many people. Predictions of Programmatic
- 30. āMachines are for answers, humans are for questionsā Kevin Kelly
- 31. www.datmean.com