DPS: Adap.tv Presents: Private Video Marketplaces – The New Gateway to Ad Budgets?
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This document discusses the shift in how audiences are consuming content and how advertisers are buying video advertising. It notes that audiences are becoming more fragmented and migrating to new platforms like mobile devices. It also shows data on the rise in time spent with online video and mobile devices. The document then discusses how advertisers are changing their video buying from traditional upfront and direct buys to programmatic buying through demand side platforms and exchanges. It suggests that programmatic buying for video has tripled from 2011 to 2012. Finally, it introduces the concept of private marketplaces for video as allowing publishers to sell their audiences at scale across their content channels and devices.
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DPS: Adap.tv Presents: Private Video Marketplaces – The New Gateway to Ad Budgets?
- 1. Private Video Marketplaces The New Gateway to Ad Budgets? Digital Publishing Summit March 18, 2013
- 2. There is a shift happening. Content used to be the proxy for audience…
- 3. …but audiences are becoming fragmented and migrating to new platforms. 61.6% 12.9% 2003 2009 2012 2006 1982 1985 1991 1997 2000 1952 1955 1958 1961 1964 1967 1970 1973 1976 1979 1988 1994 Source: Nielsen
- 4. So where is the audience? Time Spent on Mobile Devices (min/day) 80 60 40 20 0 2009 2010 2011 2012 eMarketer, 2013
- 5. So where is the audience? Time Spent Per Week with Online Video (hrs:min) 4:20 3:26 2:53 2:20 2009 2010 2011 2012 Source: Arbitron and Edison Research, “The Infinite Dial”, 2012
- 6. How are advertisers buying video? 2011 2012 TV Upfront 44% 19% Trading Desks 19% 11% DSPs 36% 11% Exchanges 32% 61% Ad Networks 81% Direct from 78% Publishers 52% Source: Adap.tv/Digiday Video State of the Industry Survey
- 7. Programmatic buying has tripled 2011 2012 11% DSPs 36% 11% Exchanges 32% Source: Adap.tv/Digiday Video State of the Industry Survey
- 8. Manual video buying is declining manual 2012 2017 Digital Media Buying Forecast, 2012 To 2017 Joanna O’Connell, Niki Scevak and Anthony Mullen, October 9, 2012
- 9. Programmatic Video buying is growing > 65% a compound annual rate of 17% manual < 30% 2012 2017 Digital Media Buying Forecast, 2012 To 2017 Joanna O’Connell, Niki Scevak and Anthony Mullen, October 9, 2012
- 10. The drums are beating! “Ford Embraces Programmatic Buying” - MediaPost “Programmatic Buying is Taking Over the Media-Buying Space” – Bob Arnold, Global Strategy Director, Kellogg’s “Nielsen, ComScore “Top-tier Marketers See a Battle for Online Future in Programmatic Audience Ratings” – Buys” - SmartBrief Social Times “Group M: Programmatic Surges”- AdExchanger “The Next Big Thing In Digital Marketing: Programmatic” – ClickZ
- 11. Private marketplace your ability to sell your audience at scale, programmatically, across all of your content channels and devices
- 13. 8% 28% Publishers Using Private Marketplaces for Video Currently Within 12 Months
- 14. What does a private marketplace look like? Proprietary 3rd party Audience Rich media Brand auditing and data data verification vendor Study/survey’s Demand Supply Sources Sources Invited buyers O&O - committed Private Syndicated player Invited buyers – spot Video Publisher Invited buyers Marketplace partnerships – RTB API API Back office systems
- 15. PRESENTED BY Henk Van Niekerk VP, Platform One Waters Park Drive, Suite 250 San Mateo, CA 94403 www.adap.tv
- 16. You can find this data and more industry insights at The Video Wire www.blog.adap.tv
Notas do Editor
- What ’s happening now… brands still want to be next to content, but their audiences are everywhere. Why are we seeing this growing trend in programmatic video buying? 15 years ago, it was easy to buy an audience. Working with a few broadcast networks enabled you to reach 80% of your target market.
- Why are we seeing this growing trend in programmatic video buying? 15 years ago, it was easy to buy an audience. Working with a few broadcast networks enabled you to reach 80% of your target market.
- Jason Bazinet , Citigroup Change in Same Day ratings
- When advertisers were asked where they buy their online video ad inventory, the most common answer was ad networks at 73 percent. However, the growth in use of ad networks remained relatively flat. The more interesting story is the substantial rise in inventory sourcing via automated environments. It would appear that advertisers are demanding pricing efficiency and are finding it from a mix of suppliers including exchanges (29 percent vs. 15 percent in 2011), demand-side platforms or DSPs (32 percent vs. 15 percent in 2011) and trading desks (27 percent). Trading desks were included for the first time as a choice in this year ’s study but came out of the gate right from the start.
- When advertisers were asked where they buy their online video ad inventory, the most common answer was ad networks at 73 percent. However, the growth in use of ad networks remained relatively flat. The more interesting story is the substantial rise in inventory sourcing via automated environments. It would appear that advertisers are demanding pricing efficiency and are finding it from a mix of suppliers including exchanges (29 percent vs. 15 percent in 2011), demand-side platforms or DSPs (32 percent vs. 15 percent in 2011) and trading desks (27 percent). Trading desks were included for the first time as a choice in this year ’s study but came out of the gate right from the start.
- When advertisers were asked where they buy their online video ad inventory, the most common answer was ad networks at 73 percent. However, the growth in use of ad networks remained relatively flat. The more interesting story is the substantial rise in inventory sourcing via automated environments. It would appear that advertisers are demanding pricing efficiency and are finding it from a mix of suppliers including exchanges (29 percent vs. 15 percent in 2011), demand-side platforms or DSPs (32 percent vs. 15 percent in 2011) and trading desks (27 percent). Trading desks were included for the first time as a choice in this year ’s study but came out of the gate right from the start.