The World Media Group: International Comms Planning. Future of Programmatic Alison Fennah, IAB Europe. Thursday 4th June, Paris

Transcription

1 The World Media Group: International Comms Planning Future of Programmatic Alison Fennah, IAB Europe Thursday 4th June, Paris

2 Today s agenda Introduction IAB Europe and Programmatic Current Adoption of Programmatic Trading Operational Effectiveness European Advertising Spend and Programmatic Trading landscape Mobile, Video and Social A glimpse of next steps in adoption Summary and questions

3 IAB Europe Programmatic programme First pan-european Programmatic White Paper Sizing of European Programmatic Market Methodology workshops with local IABs to increase local roll out Educational programme for different stakeholder groups including webinar series Attitudes to Programmatic Survey in field now and upcoming Second White Paper

4 Current Adoption of Programmatic Trading

5 Current stakeholder adoption Use of programmatic by organisation type 79% 48% 46% 22% Media Buying Agencies Publishers Advertising Agencies Marketers Source: IAB Europe, AppNexus and WARC study 5

6 Operational Effectiveness

7 What does programmatic mean for sales? Reduced time spent on administration and operations; more time for client solutions Improved execution process for all involved Increased focus on high-touch sales engagements and high-margin deals & packages Automate and optimise smaller deals, volume buys, and secondary inventory 7

8 What about ad operations? From a focus on trafficking of campaigns to - Emphasis on data collection, reporting, and performance analysis - The first and last stop in yield optimisation - Active price management for all sales channels - Analysing and optisiming: people, process, tools 8

9 European Advertising Spend and Programmatic Trading landscape

10 The value of online advertising in Total online advertising spend ( bn) % like-for-like Source: AdEx Benchmark

11 Online advertising revenue generated through programmatic mechanisms exceeded 2bn in ,079m +111% year on year m Source: IHS/IAB Europe Programmatic Sizing Initiative IHS

12 Display Programmatic in Europe Western Europe 2013 Central & Eastern Europe % 23.6% 76.4% 90.5% Non-Programmatic Programmatic Source: IHS/IAB Europe Programmatic Sizing Initiative IHS 2014

13 Mobile, Video and Social

14 Mobile, Video and Social Mobile advertising is yet to reach its full potential and now accounts for double-digit proportion of total display ad spend Scale in mobile is also being driven by the migration of social media to a mobile first channel Significant opportunity for the efficiency and effectiveness of video advertising to improve if traded programmatically 14

15 Next steps to Programmatic Trading Adoption

16 Reasons for Programmatic Trading investment Targeting efficiencies Lower cost of media Delivery of brand advertising campaigns at scale to target audience Gain competitive advantage Increased granular control of media Trading efficiencies

17 Barriers to adoption Hiring and training people with the right skill set Having a clear understanding of the impact of Programmatic trading on total revenue Selecting and setting up the right technology

18 Summary Programmatic has matured beyond RTB to performance, deals and direct Adoption is increasing across markets Programmatic contributing to the rise of video, mobile and social Lack of education is the biggest hindrance Opportunity to build brands, at scale, across channels Programmatic Premium - publishers are embracing programmatic, driven by private exchanges Technology needs to evolve further for greater transparency and inventory discovery, and consistency in metrics and measurement 18

19 Contact Alison Fennah, IAB Europe Connect with IAB Europe