Presentation 7 : Erik Portier ; Automated media trading & Real-time-bidding ; new sales model for multiple screen digital video advertising du 3 novembre 2014

1. 10
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pour
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train
du
digital
Automated
media
trading
&
Real-­‐2me-­‐Bidding
New
sales
model
for
mul2ple
screen
digital
video
adver2sing

2. 10
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digital
The
New
Normal
A
great
wind
is
blowing,
and
that
gives
you
either
imagina:on
or
a
headache
Catherine
The
Great
(1729-­‐1796)
Amara’s
law,
we
tend
to
overes:mate
the
effect
of
a
technology
in
the
short
run
and
underes:mate
the
effect
in
the
long
run.
Roy
Amara
(1925-­‐2007)
Moore's
law
is
the
observa:on
that
over
the
history
of
compu:ng
the
number
of
transistors
on
integrated
circuits
doubles
approximately
every
two
years.
Gordon
Moore
(1929)

3. 10
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(Re)Evolu2on

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digital
Science-­‐Fic2on

5. 10
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train
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digital
The
Era
of
the
Telenaut
Unprecedented
opportunity
to
innovate
Time
ShiDed
TV
'Plus'
Place
ShiD

6. 10
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pour
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train
du
digital
Evolve
or
Perish
–
The
Media
Darwinism

7. 10
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pour
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train
du
digital
Digital
didn’t
invent
Automated
Trading

8. 10
lundis
pour
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train
du
digital
High
Frequency
Trading
Algorithmic
trading
have
been
growing
rapidly
since
mid
1990s
and
it
is
expected
to
account
for
over
40%
of
all
trading
volume
by
2015
worlwide.
Today,
algorithmic
trading
is
widely
used
by:
Buy
Side
Pension
Funds
Mutual
Funds
Buy-­‐Side
Ins:tu:onal
Traders
Divide
large
trades
into
several
smaller
trades
Manage
market
impact,
and
risk
Sell
Side
Market
Makers
Hedge
Funds
Provide
liquidity
to
the
market

9. 10
lundis
pour
ra.raper
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train
du
digital
Programma2c
Media
Trading

10. 10
lundis
pour
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train
du
digital
Automated
Trading

11. 10
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train
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digital
Selling
will
be
automated
globally
Programma2c
Deep
Control
Open
Auc2on
Ad
Network
Op2miza2on
Private
Auc2on
Preferred
Deals
Direct
Sales
Open
&
Liquid
Exclusive
&
Reduced
Demand
Maximize
revenue
from
every
impression
Maximize
Yield
Networks
Programma2c
Mul2ple
Buyers
Programma2c
One
Buyer
Direct
Sales
Guaranteed

12. 10
lundis
pour
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train
du
digital
Machine-­‐to-­‐Machine
Media
Trading

13. 10
lundis
pour
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train
du
digital
Mul2ple
Screens
Digital
Video
Adver2sing

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train
du
digital
CTV-­‐Telco-­‐PlaWorms
Datavores

15. 10
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train
du
digital
4
ways
TV-­‐adver2sing
will
change
during
the
decade
1. Channels
will
go
away
2.
Personal
ads
only
3.
Don’t
just
watch
get
involved
4.
Real
or
TV
?

16. 10
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train
du
digital
Pillars
Demand
Marke2ng
Tradio2onal
Linear
TV
1. Building
and
contrlling
Tv
Audiences
2.
Managing
TV
adver:sing
Inventory
3.
Controlling
the
commercial
value
chain
4.
Linear
TV
AD
currency
–
30’’
GRP

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train
du
digital
Non-­‐Linear
TV
–
Supply
Market
1. Building
Alterna:ve
TV
Audiences
2.
Managing
non-­‐linear
ad
inventory
efficiently
3.
Disrup:on
control
value
chain
4.
inexistence
Non-­‐linear
TV
AD
Currency

18. 10
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Digital
Video
Ads
Inser2on
How
it
Works
Standards
:
-­‐ SCTE35
standard
(
Society
of
Cable
Telecommunica2ons
Engineers)
>
Defines
placement
digital
cue
tones
or
splice
points
within
the
MPEG
TS
-­‐ TS
condi2oned
before
splicing
defined
by
the
Society
of
Mo2on
Picture
and
Television
Engineers
(
SMPTE)
for
MPEG2
and
by
the
Digital
Video
Standard
(
DVS)
for
H.264
-­‐ Splice
in-­‐point
signal
the
posi2on
in
the
stream
where
there
is
an
opportunity
to
swith-­‐in
to
another
stream
or
ad
Splice
out-­‐point
defines
when
to
switch-­‐out
or
back
to
original
stream.
-­‐ Ads
splicer
communicates
the
avails
to
an
ad
server
that
stores
the
ads
through
the
SCTE30
standard.
-­‐ Ad
server
streams
the
ad
to
the
ad
splicer
once
decision
to
act
on
avail
and
select
the
appropriate
ad
to
serve

19. 10
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Digital
Video
Ads
Inser2on
How
it
Works
How it works with programmatic with RTB
MPEG2
Encoder
IVG
SCTE35
IPTV
Mid-Server
Ad Splicer Ad Server
SCTE30
SPOTLINK SSP
- Open source technology
- Plug-in based integrations
- Extract SCTE30 metadata
- IAB vast compliant
SCTE30
VAST 2.0

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Where
will
you
be
?

21. 10
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du
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Economic
Models
Managing
Disrup2on
Content
owners
and
aggregators
crea2ng
unlimited
channels
entering
the
ad
ecosystem.
Broadcasters
star2ng
proprietary
distribu2on
of
own
and
aggregated
content
to
maintain
share
in
ad
ecosystem
Distribu2on
entering
the
content
landscape,
aggrega2on
and
the
ad
ecosystem

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FOOD

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Control
Rooms
Monitoring
Global
Campaigns
in
real-­‐2me

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train
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digital
Real-­‐2me
Monitoring
your
global
campaigns

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lundis
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Real-­‐Time
Decisions
Data
Based

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Insights
On
Target
Groups

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Usage
and
Frequency
Target
Groups

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lundis
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Interests
by
Age
Bucket

29. 10
lundis
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train
du
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Geo-­‐localisa2on
based
up
interests

30. 10
lundis
pour
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train
du
digital
6
Jobs
that
will
change
the
future