Programmatic Buying and the Role of TGI · Programmatic Buying and the Role of TGI Geoff Wicken...
Transcript of Programmatic Buying and the Role of TGI · Programmatic Buying and the Role of TGI Geoff Wicken...
Programmatic Buying and the Role of TGI
Geoff Wicken
Head of TGI International, Kantar Media
Shanghai,
September 2015
Agenda 1. The Programmatic market – trends and forecasts
2. How research providers can help buyers and sellers
3. Building solutions with TGI
Programmatic – what does it mean?…
Au
tom
ated
Machine-processed transaction between buyers and sellers of online display advertising space Eff
icie
nt Ads are bought in
real time
Sp
ecif
ic
Opportunity to show a specific ad…
…to a specific consumer…
…in a specific context
337
1,254
1,259
1,270
1,694
2,996
3,317
4,405
7,327
17,706
India
Australia
Brazil
France
Canada
Germany
UK
Japan
China
US
Online display advertising expenditure by key market, 2014 (US$m)
Source: Magna Global
165
466
635
719
806
837
840
898
2,355
11,155
India
Brazil
France
Germany
China
Japan
Australia
Canada
UK
US
Programmatic advertising expenditure by key market, 2014 (US$m)
Source: Magna Global
45%
48%
48%
51%
53%
55%
56%
63%
76%
123%
Japan
France
US
Germany
UK
Australia
Canada
Brazil
India
China
Annual growth in Programmatic ad expenditure, 2014 vs 2013
Source: Magna Global
Growth in the Programmatic share of online display advertising expenditure
% share of total online display spend Source: Magna Global
Forecast Programmatic share of online display ad expenditure, 2018
Source: Magna Global
Two key trends within online and Programmatic advertising
1. The move from quantity to quality
Programmatic – the move from quantity to quality Publisher strategy is changing:
• Away from direct selling
• Towards placing high quality inventory into
the programmatic environment
This also has implications for buyers:
• Improved quality and access to inventory
• Enhanced access to audiences
• More efficiency – orders are sent
electronically rather than on paper
Two key trends within online and Programmatic advertising
2. The move to mobile – growing faster than any other advertising category
32.4 33.4 33.0 32.0 29.0 26.7 23.9
4.4 10.4
18.9 28.5
40.2 49.6 57.5
2012 2013 2014 2015 2016 2017 2018
Mobile
Desktop
Source: eMarketer
US digital ad expenditure by channel, 2012-2018 forecast (US$bn)
+19% +18% +17% +10% +7% +14% Annual growth – total market
+139% +81% +51% +23% +16% +41% Annual growth – mobile
57.5
0.9
40.6
11.1 7.6 5.3
0
10
20
30
40
50
60
2013 2014 2015 2016 2017 2018
US
China
UK
Japan
Germany
Mobile internet ad expenditure by country, 2013-2018 forecast (US$bn)
Source: eMarketer
The digital eco-system
How research providers can help buyers and sellers
Agencies Buyers (DSP) Ad Exchanges Supply Side (SSP) Publishers Advertiser Creative
Many players exist in both desktop and mobile advertising
- Hard to create formal data definitions and standards
- Agency plans become diluted once passed to delivery partners – with no true end-to-end solution.
Opportunity for providers of quality research sources such as TGI
- Use detailed offline metrics to determine decisions in the online world
- Consistent audience definition through all stages of the process.
Build a programmatic solution that allows for a connected end-to-end planning process
- To ensure client objectives are met in a programmatic environment with premium inventory
Connecting the stages
Building Programmatic solutions with TGI
Working towards a total Programmatic solution with two product offers:
- Site-based solution (TGI Digital Planner).
- Tools that encourage the use of TGI Clickstream data in the buying and
selling of premium inventory.
- Driving improved quality and efficiency for buyers and sellers
- Cookie-based solution (TGI Ad-Vantage).
- Allows agencies to create and buy custom online audiences based on
TGI variables.
Site-Based Buying
Programmatic Integration with
TGI Digital Planner
TGI can help to enable the “automated guaranteed”
premium marketplace through the provision of data
to both buyers and sellers
When integrated with SSPs, the technology will
provide:
- faster access to ad inventory
- complete pricing control
- immediate delivery of campaigns
Site-based solution: the TGI Digital Planner
TGI Digital Planner
Choose exactly where you want the campaign
to appear from the TGI Clickstream list of sites -
taking into account online reach and accuracy
Identify the most relevant target for advertisers
from 700 categories and 4,000 brands -
or import a TGI target already created
for an advertiser client
TGI Digital Planner allows you to link between strategy and digital media buying
Providing value for advertisers, agencies and publishers
Technology Publishers Agencies
Use TGI to sell offline and
online media
Use TGI to understand brands and
build efficient targets
Action via TGI Digital Planner
integrated with Supply Side
Platforms (SSPs)
SUPPLY DEMAND
TGI becomes the digital currency which allows a consistent audience to be used for campaigns,
across the programmatic guaranteed trading market
TGI Digital Planner – connects planning with delivery
PLANNING GOAL
_______________________
The online planning app allows users to
identify the most effective digital media
plan for a specific brand or consumer
target
FOR AGENCIES
_______________________
Easy-use system to create the media plan for
the audience target, and convert this into
instructions for their buying platform
FOR PUBLISHERS
_______________________
A showcase that allows agencies to see
publisher sites and understand their
effectiveness for brand-led campaigns
Offering benefits for agencies and publishers – and quality outcomes for advertisers
Cookie-Based Buying
TGI Ad-Vantage:
Translating Campaign Targets for Agency
Programmatic Buying
The highly targeted brief
TGI has the answer
ONLINE
PLANNING
BRIEF
How do I reach this exact highly
targeted group online? TV provider new offering
Ability to watch different
programmes in different rooms
across different devices.
Watch a program without
compromising another
family member’s
viewing experience
The ‘Who, Why and How’ of
consumer understanding:
product use, leisure activities,
demographics, media
consumption, attitudes,
motivations.
c. 25,000
-
representative
sample of all adults
in Great Britain
Media industry currency data
source. Over 300 clients –
communications agencies,
media owners and brand
owners.
High Quality Comprehensive Trusted
Bespoke models built by
statisticians using
transactional data.
On/Offline transactional data
on 33 million individuals
Link models to over 60
million targetable online
profiles
Scale Predictive
Modelling
Cookie Data
Link
Kantar Media Ad-Vantage
KBM Group’s i-Behavior
on/offline database
33 million …a set of
which are ‘cookied’.
These cookies
are then made
available to the
adserving platform
3 years of TGI
matched with i-Behavior
transactional database
through emails and
addresses
52,000 individual
respondents
Modelled out over i-Behavior database using
propensity (look-a-like) modelling...
How it works
TGI seed
respondents
Our target group using
TV TECH ENTHUSIASTS
Definitely agree – ‘PVR technology has
changed the way
I watch TV’
Watch TV across multiple devices: desktop,
laptop, mobile, tablet
Reaching the exact target
We want to target “my family”
In this huge target group
Generate cookies to reach
this exact target
Result
33% increase in
average video
viewing time
Ad-Serving
Platform
Programmatic Buying and the Role of TGI
Geoff Wicken
Head of TGI International, Kantar Media
Shanghai, September
2015