This document summarizes key points about programmatic advertising:
- Programmatic display ad spending will reach $25.23 billion in 2016, representing 73% of all display ad spending in the US. Mobile programmatic ad spending will grow 65.7% to $17.70 billion.
- Of agencies, 54% feel comfortable buying media programmatically while 46% don't use it. 35% are undecided about trusting programmatic. 60% feel a unified definition is needed.
- The Real Time Advertising Academy covers topics like what programmatic is, how impressions are bought and sold, the interactive media ecosystem, the importance of data, and measurement/attribution.
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
Sponsored session by Quantcast: Differentiate yourself through programmatic advertising, Digiday Agency Summit, October 2016
1. A Real Time Academy in
Programmatic
Advertising
October 23, 2016
Valter Sciarrillo,
Head of Product Marketing
2. Programmatic Advertising Spend
• This year, programmatic display ad spending
will reach $25.23 billion
• Programmatic this year will represent 73.0% of
all display ad spending in the US
• MOBILE: This year, mobile programmatic ad
spending will grow 65.7% to $17.70 B
• VIDEO: Spending will more than double this year
to $6.18 billion, amounting to 60.0% of all digital
video ad spending
Data is from a September 2016 eMarket
er
3. Where do agencies stand?
Of executives felt comfortable buying media
programmatically, while 46% reported they don’t use it.
Of agencies indicated they are undecided about
whether they trust programmatic
6 %
35%
60% Of agencies feel that there is a need for a unified and
accurate definition for Programmatic buying
Data is from a June 2016 Strata survey
4. • Evolution of Digital Advertising
Real Time Advertising Academy
• What is Programmatic
• How Impressions are Bought and Sold
• The Interactive Media Ecosystem
• The Importance of Data
• Measurement & Attribution
5. • It's about storytelling, analogies, insights.
Learnings from RTA
• There’s always room for improvement
• We make the most out of the time you have
• Tailored experience: by verticals, team knowledge
• Make people see what's possible.
6. Take-Aways
• “Programmatic buying is the gluten of advertising - Like gluten, ‘programmatic’ has become a
buzzword that many people use but few really understand” - Jimmy Kimmel
• You are not alone
• Embrace the learnings
• The Industry as a whole still has a long way to go until it’s all on the same page.
Notas do Editor
I’m going to start by throwing some numbers at you to give you a sense of where the programmatic marketplace is
Some will be general numbers some are based on what we’ve seen/heard from our clients
Then I’m going to talk about how we have seen the agency role within programmatic – based on external and internal surveys
And then lastly I’ll talk about our RTA academy program and our learning from it
Programmatic ad spending in the US is exceeding projections, and will continue to grow at double-digit rates for the next several years
Programmatic buying is becoming more popular as marketers increasingly take an audience-centric approach to their display ad buys
programmatic will continue to grow as the smartest, most precise method for advertisers to pursue their audiences
Words like Comfortable, trust, defining lead me to believe that EDUCATION is Key
Education/Expertise – the ability to lead strategic dialogue with agency clients
Remnant perception. This is changing, however, as publishers reduce channel conflict, win higher fill rates/eCPMs for premium inventory, adopt private exchanges etc.
Measurement – new metrics outside those of traditional TV or radio channels can be an issue for some agencies.
Brand safety – can programmatic buys provide proper contextual placements?
A lot of medium tier agencies don’t have an in-house programmatic team to truly understand the limits of this technology and simply act as middle men between the brand and tech supplier. Their guidance can often be not as fully-rounded as it could be
- Programmatic talent in general is hard to come by, and it’s an issue smaller agencies may grapple with more than larger ones. That problem is exacerbated because smaller shops have to hire strategically
Answer the question why programmatic? Our clients were confused by the space. We've been giving it for 3 years. fun interactive. exciting training
we avoid the real deep technical parts. helps strategize, excecute and measure. add value
Be a more informed buyer. Take them along for the ride. Audible ready
Who we have trained: Aegis, Havas, Group M- Mindshare, Agenda 21. On the client side we’ve trained Microsoft, Disney, Virgin Atlantic, STA Travel, Sony. Let me know if you need more than this
Evolution of Digital Advertising - from the first banners and email in 1994 to view ability and Header bidding
What is Programmatic - “automated process of buying or selling media at scale”
How Impressions are Bought and Sold - how to convert Billions of Data Points to relevant ad units. We cover Real Time Bidding, ad exchanges, open Auctions, Ad servers – Frequency Capping, Fraud, Brand Safety
The Interactive Media Ecosystem - Publishers, audience analytics and Supply side platforms , demand side platforms . DMPs and
How they all work together and who the major players are and the differences between them
The rise of the one stop shop
The Importance of Data - 1st pary, 2nd party, 3rd party data.
Who owns the data, how is it collected and how can it be used
Measurement & Attribution - Clickers are NOT your converters. Problems with last touch. How to measure Prospecting vs. Retargeting
.
We've been giving it for 3 years. fun interactive. Excited. we explain it in very simple terms has helped them to do the same with their clients who have not got a great understanding of programmatic.
Some agencies have found this so valuable that we have become their sole training partner and they have asked us to roll out the training to all departments within their agency
Who we have trained: Aegis, Havas, Group M- Mindshare, Agenda 21, Razorfish On the client side we’ve trained Microsoft, Disney, Virgin Atlantic, STA Travel, Sony. Let me know if you need more than this
it's about still storytelling, analogies, insights. make people see what's possible.
A quote I like
The space is complicated, constantly changing, and there’s a lot of terminology and acronyms. Don’t feel overwhelmed, we undestand
Ease into it, embrace the novelty and change – education s key
It’s just the beginning, it’ll get more exciting – COME ALONG FOR THE RIDE!!