Premium programmatic playing to media owners strengths

download Premium programmatic playing to media owners strengths

of 26

  • date post

    23-Aug-2014
  • Category

    Internet

  • view

    417
  • download

    0

Embed Size (px)

description

Growth of Programmatic buying and the increased sophistication of Ad technologies are presenting media owners with fresh challenges but these should be embraced as the benefits far outweigh the disadvantages. As first party data becomes increasing important media owners need to learn how to present and package custom audience segments to agencies and clients, and the buy side need to rethink what value means and start to buy again on quality and reach not volume and price.

Transcript of Premium programmatic playing to media owners strengths

  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Premium Programmatic playing to media owners strengths @JohnMNBarnes MD Digital Incisive Media Barcelona | June 2 - 4th, 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 Before the rise of programmatic buying and audience retargeting most quality brand media was purchased on a very particular contextual signal! Even if the market didnt call it that! Back then, context was code for a publication or broadcast programmes brand. And the audience that brand attracted!
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 The multi screen world is compounding this as we are not competing for the users attention between content and adverts anymore, but between activity and screens Source Google 2012 Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 A new definition of context is driving device choice Source Google 2012 Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 ..and what content we are consuming on what sites, how frequently, for how long each visit and by who!
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 BUT what brands are regularly consumed seems less important to advertisers in this programmatic realm!
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 For publishers large circulations are increasingly less valuable in this environment, but are essential to build high quality custom audiences, which now command the best prices
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 Rather than assuming users consume digital on different devices in silos, the multi screen world is: Based on a trusted relationship between the publisher and the user, across devices Users will be tracked across devices to close the loop on attribution, and to build better first part data sets Agencies and advertisers cannot know these users are the same person Publishers can Using tools like PPID (publisher provided ID) and MD5# Our goal is multidevice and multichannel attibution, with a more engaged and loyal customer, based around the concept of clearly defined and identifiable premium audiences, consuming premium content, in a premium environment, targeted using programmatic premium What does this mean to us? Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 201311 Understanding who users are, what content they are consuming, on which devices, when in the day, and where and why is now at the heart of our revenue strategy
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 The Evolution of Audience buying Private Marketplace 2012 - ? Premium Ad Exchanges 2007 - 2014 Automated Ad Networks 2005 - 2012 Remnant Manual WORKFLOW SUPPLY Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Most inventory is traded on data! 3rd Party Behavioral 3rd Party assumed intent 1st Party demographic B2B data has always been more sophisticated than B2C, it is based on actual demographics per user (1st Party) Because of the historic lack of B2C data, agencies and advertisers think that the current levels of data are sophisticated We think they are basic, because they are based on assumed intent and historical behaviour, NOT on the user demographics with intent and behaviour overlaid i.e a premium audience! Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data, the flaw! Johnny Tim George All three like Sport (particularly Cycling, Cricket and Rugby) Enjoy air travel, staying in hotels and eating out Love technology and automobiles, especially supercars such as Ferraris Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data the solution! Johnny Tim GeorgeJohnny Intender Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data the solution! Johnny Tim GeorgeGeorge Behavioural Intender Johnny Intender Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Intent and behaviour data the solution! Johnny Intender Tim Qualified Buyer George Behavioural Intender Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Re-targeting: Agencies and networks dont have audiences! All they can do is target and buy on intent and behaviour As a result they want volume to minimise risk, and maximise discount, because this approach is wasteful RTB and programmatic rule in this world This has forced a separation of editorial and ad space and we have lost the original context of its value as a result Publishers can counter this by overlaying 1st party demographic data, with behaviour and intent and offering a premium programmatic buy, retargeting on and off their sites This massively improves targeting, reducing volume and increasing value Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 Exclusivity and clarity on audiences for the trading desks Access to budgets dedicated to automated trading opening up a new range of clients Building premium targeting solutions through 1st and 3rd party data combinations that can be bought programmatically or as PMP deals Increase advertising efficiency, and drive up price improve performance and results for clients and house campaigns BUT Agencies in particular need to see the value in this and pay the higher CPM this sophisticated solution commands The opportunities for publishers to drive higher revenues through premium programmatic are: Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013 So what have we learned?
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Operating as a buyer of our own audience is giving us real insight into the quality, uniqueness and value of our data!
  • Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 We know through AOP and our own clients research that premium content environments improve the consumers perceptions of advertisers and acts as a driver