March IAB report on Programmatic Trading The Netherlands

Transcription

1 March 2014 IAB report on Programmatic Trading The Netherlands

2 Introduction and summary IAB report on Programmatic trading The Netherlands

3 Introduction Worldwide the Netherlands is one of the most developed countries in which online advertising is traded via automated channels. The shift from traditional/manual trading to programmatic brings new business opportunities and the need for adjusted strategies. For this rapidly changing market IAB Netherlands & Deloitte presents it's first Programmatic Trading study. With input from Publishers, Trading Desks, Ad Networks, Platform Solutions, Data Providers and Agencies, this study will focus on the latest programmatic trends within the Dutch online advertising ecosystem. Roel van Rijsewijk Deloitte Deloitte Digital We are proud to present the first programmatic study in the Netherlands. Thanks to the participation of the main Dutch players in the programmatic ecosystem from both sell side and buy side and the support of the IAB Automated Trading Taskforce, we were able to collect valuable insights on spend, volumes,prices, campaign objectives and data enrichment. IAB report on Programmatic trading The Netherlands

4 Our methodology Collection Estimation Conversation Validation Deloitte collects data coveringa representative sample of the market Missing participants data estimated based on previous figures, desk research, expert opinions, industry databases and mathematical modeling Initial findings verified with industry experts, media buyers, and selected publishers Final findings cross-referenced and validated with respondents Survey methodology Our current programmatic survey is based on 16 participating companies Figures are adjusted for double counting, based on information provided by the survey participants The figures are drawn up on the basis of company declarations and have not been verified by Deloitte Publication Final findings presented to the IAB and industry participants IAB report on Programmatic trading The Netherlands

5 Executive summary Programmatic traded display advertising represents a market of 103mEUR in the Netherlands in Embedded is by far the most traded format in programmatic. However in 2013 we have seen an increase in interruptive and video formats linked to the growth of programmatic branding. Programmatic trading has increased with an overall growth rate of +35.5% in 2013 and has shown an impressive +45.2% growth in the second half of Mobile inventory grows fast in programmatic exchanges; mobile website and in-app advertising grows to a 12% share of programmatic display revenue. Prices and volumes of programmatic sold inventory increased in IAB report on Programmatic trading The Netherlands

6 Results IAB report on Programmatic trading The Netherlands

7 Programmatic spend Online display advertising revenue for programmatic grows with +35.5% in 2013 Programmatic traded Display revenue (m ) +35.5% 103 The number of impressions sold via programmatic exchanges and platforms has an average of 13 Billion impressions per month between The second half of 2013 shows considerable better growth resulting in a total spend of programmatic of 103 m in H2 42 H % +23.5% H2 61 H "Looking back at 2013 we can definitely conclude that the programmatic market is maturing in The Netherlands. Higher cpm prices, quality inventory, better knowledge and willingness to experiment within publishers has result in bringing programmatic to the next level." Boudewijn van Ewijk MediaScience Co-founder Real time programmatic trading is entering the traditional offline media. Radio is the first medium where, on a limited scale, this is possible already, television will follow later this year. This means that radio and television can be purchased the same way as online media in the nearby future. A development we believe is irreversible. Arthur Hoogendijk The Media Exchange CEO Note: Figure excludes search and classifieds, directories & listings; figure includes estimate revenue from Facebook Exchange and Ad Echange. Source: Survey respondents, Deloitte analysis IAB report on Programmatic trading The Netherlands

8 Programmatic spend per exchange method RTB is most used as programmatic method in the Netherlands; programmatic spend shows similar seasonality as the total online display market Programmatic revenue RTB and Non-RTB (m ) RTB 96% Open Auction, 4% Private Auction Non-RTB (Fixed Price) 99% Unreserved inventory, 1% Reserved inventory 0 Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan H1 2012: 34m H2 2012: 42m H1 2013: 42m H2 2013: 61m Source: Survey respondents, Deloitte analysis IAB report on Programmatic trading The Netherlands

9 Programmatic volumes Volume of programmatic sold inventory has increased with 10% in 2013 Programmatic traded impressions per month (Billions) Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan 2012: 148 Billion 2013: 163 Billion Source: Survey respondents, Deloitte analysis IAB report on Programmatic trading The Netherlands

10 Price development RTB and Non-RTB Average ecpm prices for RTB are higher than non-rtb and increasing in share of revenue ecpm 31% 23% 24% 22% Share of revenue H H H H % 77% 76% 78% RTB Non-RTB Source: Survey respondents, Deloitte analysis IAB report on Programmatic trading The Netherlands

11 Manual vs programmatic Programmatic advertising increases share in the display market; figure excludes Google and Facebook Display advertising spend split into Manual and Programmatic trade 40 40% Display advertising spend (m ) % 20% 10% Share programmatic 0 0% Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan Dec Nov Oct Sept Aug July June May Apr Mar Feb Jan Programmatic Manual Share Programmatic Source: Survey respondents, Ad spend 2013, Deloitte analysis, IAB report on Programmatic trading The Netherlands

12 Programmatic formats Embedded is most popular format in programmatic. Video, interruptive and textlinks gain share in Programmatic display 1% 2% 6% 7% 9% 11% Total display market 12% 14% Video 11% 16% Interruptive 10% 7% Textlinks "It is surprising how much discussion there still is about the branding effect of online advertising. Yes, brand activation via banner advertising remains complex. In 2013, publishers acknowledged this and acted on it by offering new, innovative propositions, more video and larger interruptive formats. Now the ball is in the court of the advertiser and the creative- and media agencies to increase the digital share of branding campaigns." Jeroen Verkoost De Persgroep Chief Digital Officer 84% 80% 57% 53% Embedded 10% 10% Other Note: Embedded formats (banners, buttons, skyscrapers etc), Interruptive formats (rich media, over the page, page take-over etc), Tekstlinks (incl. AdSense), Video (pre-/mid-/ postroll) and Other uncategorized display advertising Source: Survey respondents, Ad spend 2013, Deloitte analysis, IAB report on Programmatic trading The Netherlands

13 Programmatic media The share of programmatic traded Mobile & In-app advertising has increased significantly in 2013 Formats share of revenue (%) 1% 3% Mediums % 6% Mediums 2013 "Mobile automated trading has the unique position of using GEO data to target on audiences, context or point of sale. A challenge for mobile RTB is the fragmentation in unique identifiers that make it harder to use the unique set of mobile data in the most efficient way. However more and more publishers and SSP's are using standardized unique ID's and in 2014 mobile automated trading will reach its full potential" Diederick Ubels Mobile Professionals Co-Founder & General Manager 96% 88% Website/browser Mobile In-app Source: Survey respondents, Deloitte analysis IAB report on Programmatic trading The Netherlands

14 Performance vs Branding Buyers indicate that programmatic has been increasingly used for branding campaigns in 2013 Campaign marketing objective Buyers 1% 8% 1% 16% "Insights and real time optimisation is a striking feature of programmatic branding, delivering our advertisers maximum relevance and on target advertising" 91% 83% Gerard Moussault Mediabrands Head of Cadreon 1% 2% Sellers 58% 41% 61% 37% Branding Performance Undisclosed Note: Analysis is based on a limited number of data points Source: Survey respondents, Deloitte analysis IAB report on Programmatic trading The Netherlands

15 Programmatic revenue vs ecpm prices Blended ecpm prices in 2013 have been higher for almost all months in respect to 2012 especially near year end when demand is high; total programmatic revenue has been highly correlated to the average ecpm price Programmatic price development Programmatic revenue vs ecpm Prices 20 average ecpm Programmatic revenue per month (m ) Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec average ecpm IAB report on Programmatic trading The Netherlands

16 Data enrichment Respondents indicate that for most impressions no data is used We see more campaigns starting with target group analysis which results in employing only the most effective data segments to reach the specified audience. This trend optimizes ROI and goes hand in hand with more overall investments in analytic capacity. Eelco Boers Mark&Mini Managing partner Share of Programmatic impressions enriched by data in 2013 First party data 42% Second party data* 7% Third party data 1% *Second party data is first party data directly from the source (publisher). Note: Analysis is based on a limited number of data points Source: Survey respondents, Deloitte analysis IAB report on Programmatic trading The Netherlands

17 List of participants 1 IAB report on Programmatic trading The Netherlands

18 Definitions Programmatic Programmatic is a holistic approach through which media buyers and sellers may align organizational processes with automation technology in support of ongoing, channel-agnostic customer engagement. Types of programmatic transactions Within programmatic we define 2 groups of programmatic transactions through RTB (Real Time Bidding) and Non-RTB. RTB Available impressions are traded on a instant and individual basis to the highest bidder in an auction. Within the RTB auction model two types of programmatic transactions are defined: Open Auction In an Open Auction a publisher will generally allow any and all buyers to participate in accessing their inventory through this tactic. Usually there is no direct relationship with the buyer. Publishers may choose to use Blocklists and floor pricing* to prevent advertisers from gaining access. On the advertiser side they are often unaware of what publisher they are buying on. DSP s usually present a list of exchanges/ssps to the buyer that they automatically opt into. Buyers may not know or care that they are buying a publisher s inventory. Because of this, publishers can participate in the Open Auction on a blind basis. Private Auction This auction type is very similar to an Open Auction except a publisher restricts participation to select buyers/advertisers via Whitelist/Blocklist. A publisher may choose to not participate in an Open Auction and only run a Private Auction. It is important to note that a Private Auction is an auction and buyers will be expected to bid on inventory. A publisher may choose to expose different information such as transparency or data, through the use of Deal IDs or Line Items to add value to this select group of buyers while participating in this tactic. Non-RTB Impressions are pre-negotiated and pre-sold in one package deal. On availability, the impressions are served to the buyer. Within the Non-RTB model two types of programmatic transactions are defined: Reserved Fixed Rate This type of transaction most closely mirrors a traditional digital direct sale. The deal is negotiated directly between buyer and seller, the inventory and pricing are guaranteed, and the campaign runs at the same priority as other direct deals in the ad server. The programmatic element of the transaction that differentiates it from a traditional direct sale is the automation of the RFP and campaign trafficking process. Negotiation through to fulfillment can be, should the publisher desire, completed within the technology platform providing the automated reserve functionality. Unreserved Fixed Rate Transactions that fall into this category exist within an exchange environment, but have pre-negotiated, fixed pricing (CPM, CPC, etc.) Typically, Unreserved Fixed Rate deals sit at a higher priority than the Open and/or Invitation-Only Auction. A deal of this type typically is necessitated by advertiser demand for a more predictable offering within the exchange space. *Publishers are able to set a rate below which they are not willing to sell the inventory or exclude certain buyers. This option is only really relevant for auction based transactions. Source: IAB Programmatic US, Winterberry group IAB report on Programmatic trading The Netherlands

19 Methodology Programmatic market 16 companies reported their data based on the questionnaire The figures are drawn up on the basis of site declaration and have not been verified Wherever needed we have used tools such as regression analysis to make estimations regarding issues like total advertising spend Based on the information provided by survey participants, figures have been adjusted for double counting Due to limited availability of company data we had to estimate the market size for sold inventory on DoubleClick Ad Exchange and Facebook Exchange based on market data, media agencies and programmatic inventory buyers feedback Google regulations forbid commenting on our market estimates IAB report on Programmatic trading The Netherlands

20 Contact details For questions concerning this research feel free to contact: Roel van Rijsewijk Deloitte Deloitte Digital Tel: +31 (0) Roel van Rijsewijk is a Partner with the Risk Services practice from Deloitte with more than 10 years of experience in risk consulting for companies in the Technology, Media & Telecommunications (TMT) industry. Roel leads one of Deloitte s main innovation projects on ethics and trust in a digital world Nathalie la Verge IAB Nederland Tel: +31 (0) nathalie@iab.nl Dutch IAB research includes the IAB / Deloitte Ad Spend Study, all IAB commissioned research and assisting IAB members with their research projects. Also responsible for shaping the IAB knowledge base so that it meets members' needs moving forward Jorrit Sloot Deloitte Deloitte Risk Services Tel: +31 (0) jsloot@deloitte.nl Jorrit Sloot is a data analyst within the Deloitte Risk Services practice and specialized in datamodelling and mathematical, quantitative data analyses. IAB report on Programmatic trading The Netherlands

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