Picard i mediabrand2015-020915
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Transcript of Picard i mediabrand2015-020915
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5 Programmatic Trends For The Brand Marketer in 2015
Eric Picard, VP, Strategic Partnerships, MediaMathiMedia Brand Summit, Feb. 23rd, 2015
• 1. Media Fragmentation
• 2. Rise of Automation
• 3.Programmatic Beyond Remnant
• 4.Programmatic Path to Purchased Is Realized
• 5. Cooperation Is In The Cards
Five Programmatic Trends
Media Fragmentation Changes Power Base
9,000Advertisers
6,000Advertisers 6
Agencies
MillionsPublishers
19772012
Publishers
Hundreds
9
>500,000Advertisers
>400,000Publishers
GoogleSearch & GDN
1Google
$750B
$6B
Fragmentation Presents Massive Opportunity
And the results are typically 10x better, BUT there’s a cost….
Analyze 10-20 buys weekly Analyze 1MM opps. per sec.
Buy in batch (wheat + chaff) Buy what you want (wheat only)
Fixed price, regardless of value Variable bidding, aligned with value
Little/no insight into true drivers Full insights into “what” & “why”
Manual, labor-intensive (~5/FTE) Fully automated, scalable (~50/FTE)
TREND 2: The Rise of Automation
~100 BILLION impressions per day ~100 variables per impression ~100 values per variable
EQUALS ~1,000,000,000,000,000Possible combinations of data per day
(1015 = ONE QUADRILLION)
• 1. Media Fragmentation
• 2. Rise of Automation
• 3.Programmatic Beyond Remnant
• 4.Programmatic Path to Purchased Is Realized
• 5. Cooperation Is In The Cards
Five Programmatic Trends