WTF is my Yield Strategy? - WTF Programmatic UK, 11/11/14
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This document discusses yield strategy and outlines questions to consider when determining whether to move to programmatic trading. It examines risk versus reward, how brands purchase inventory, and outlines the investment roadmap for the next 12 months. Metrics like markets operated in, audience value, direct display revenue trends, and percentage of direct inventory sold are evaluated. Competitor actions and trust in clients are also factored in. A multi-skilled in-house team is recommended to capture new business and optimize programmatic yields while gaining insights.
WTF is my Yield Strategy? - WTF Programmatic UK, 11/11/14
- 1. WTF IS MY YIELD STRATEGY? RISK VS. REWARD ELAINE DELA CRUZ - DIGITAL TRADING DIRECTOR DENNIS PUBLISHING
- 2. 3 THINGS 1. RISK VS. REWARD: 10 QUESTIONS THAT SHAPED OUR APPROACH TO PROGRAMMATIC 2. OPEN FOR BUSINESS: HOW BRANDS BUY FROM US 3. NEXT 12 MONTHS: INVESTMENT ROAD MAP
- 3. 25 SITES 20m UUs £14.5m
- 4. YIELD AUDIT
- 5. 1. WHAT MARKETS DO YOU OPERATE IN? 2. HOW VALUABLE IS YOUR AUDIENCE? 3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING? 4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT? 5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY?
- 7. 1. WHAT MARKETS DO YOU OPERATE IN? 2. HOW VALUABLE IS YOUR AUDIENCE? 3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING? 4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT? 5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY? 6. WHAT ARE YOUR DIRECT COMPETITORS DOING? 7. HOW MUCH CAN YOU TRUST YOUR CLIENTS?
- 9. 1. WHAT MARKETS DO YOU OPERATE IN? 2. HOW VALUABLE IS YOUR AUDIENCE? 3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING? 4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT? 5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY? 6. WHAT ARE YOUR DIRECT COMPETITORS DOING? 7. HOW MUCH CAN YOU TRUST YOUR CLIENTS? 8. HOWAND WHY WILL YOU TRADE PROGRAMMATICALLY? 9. HOW WILL PROGRAMMATIC YIELDS AFFECT WIDER BUSINESS? 10. IS YOUR OPERATIONAL SET-UP READY?
- 11. UNSOLD OPEN AUCTION SEGMENTATION BLOCK LISTS IN-HOUSE SPECIALISTS OPEN MARKET DECREASE ENHANCED SEGMENTATION PUBLISHER PARTNERSHIPS PROGRAMMATIC TEAM
- 12. OVERSEAS OPEN AUCTION GEO SEGMENTS NO BLOCK LISTS HIGH IMPACT FORMATS IN-HOUSE SPECIALISTS ENHANCED SEGMENTS PUBLISHER PARTNERSHIPS PROGRAMMATIC TEAM
- 13. TRADING DEALS AGENCY PARTNERS ENDEMIC CLIENTS NEW BUSINESS TRADING PILLARS EXPECTED TRADING MULTI-SKILLED TEAM
- 14. PREMIUM PROGRAMMATIC MIGRATION FROM OPEN MARKET GUARANTEED BUYS PUBLISHER PARTNERSHIPS SALES NORMALISATION BRAND LED SET CPMS NEW BUSINESS & LOW RISK CLIENTS IN-HOUSE SPECIALISTS INSIGHT & LEARNINGS
- 15. To summarise… • CASE BY CASE. STOP AND THINK. THEN STOP AND THINK AGAIN • WHY DO YOU WANT TO TRADE PROGRAMMATICALLY? • INVESTMENT IN TO FUTURE YIELD – AUDIENCE, ENVIRONMENT AND BRAND
Editor's Notes
- #11: We’re open but not everything’s for sale. Open but we need collaboration. From there we can all