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PROGRAMMATIC TRADING: EEN UPDATE Programmatic buying wordt steeds belangrijker voor adverteerders, bureaus en uitgevers. Inzicht, relevantie, transparantie en efficiënty zijn daarbij key. Daarom geeft Sebastiaan Hartog een update van de ontwikkelingen binnen programmatic trading: waar komen we vandaan, waar staan we nu en waar gaat het naar toe?
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programmatic buying: een update
2
Sanoma trading
ADAPT strategy3
Manual sales Programmatic buying
Publisher plaatst uiting op site (guaranteed)
Op basis van technologie wordt een uiting geserveerd
(non guaranteed)
Adverteerder Adverteerder
direct via media bureau
direct via DSP*/ third party
veiling
let us explain how it works
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auction = wel automationautomation = niet auction
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RTB = wel automatedautomated = niet RTB
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Wereldwijde RTB display advertentie markt in $ miljoenen(inclusief rich display, mobile en video)
2010 2011 2012 2013 2014 2015 2016 2017
$404 $1,382
$2,697
$4,488
$6,726
$9,865
$14,498
$20,820
programmatic buying groeit hard
Source: IDC (2013)
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2013 20140%
10%
20%
30%
40%
50%
60%
55%
45%45%
55%
Direct RTB
direct vs RTB binnen ADAPT
2008
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bulk naar 1-op-1
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transparantie
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mobile & tablet
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Media consumptie tijd VS 2009 - 2013
Source: emarketer/ Business Intelligence – August 2013 in US
TV Online Radio Print Other Mobile0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
45%
25%
17%
9%7%
4%
44%
26%
16%
8% 8%6%
43%
26%
15%
7% 7%9%
42%
26%
14%
6%5%
12%
38%
20%
12%
4%5%
20%
2009 2010 2011 2012 2013
inventory verschuift naar mobile & tablet
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VS advertentie markt in $ miljard
$ 0
$ 100
$ 150
$ 200
$ 50
other
desktop
mobile
Source: Business Insider – Future of Digital 2013
1995 20122011201020092008200720062005200420032002200120001999199819971996
mediaspend is relatief laag
“Everyone’s talking about mobile but no one’s come up with a business model for it yet. There are yield, targeting and
reporting issues. We’ve got to crack it because lots of publishers are seeing their inventory
disappear onto mobile.” MD, Digital Network
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video
16 Bron: The programmatic Economy by Improve Digital
programmatic verkochte inventory
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rich media
18 Bron: The programmatic Economy by Improve Digital
type display via programmatic
19 Bron: The programmatic Economy by Improve Digital
Specifiek gese-lecteerd22%
Alle inven-tory 78%
geselecteerde inventory
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alles kan programmatic ingezet worden
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programmatic premium
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data
24 Bron: The programmatic Economy by Improve Digital
welke data wordt momenteel toegevoegd?
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search
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saleshouses & affiliates
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agencies
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client trading desk
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uitgevers & exploitanten
30 Bron: The programmatic Economy by Improve Digital
“As a newspaper it’s been hard forus to adjust, so we need the help.We don’t have the resources to
bring it in-house because our salesteam is small, but that’s the same
reason why we will eventuallybenefit from it: we won’t need ahuge sales team if we’re trading
programmatically.”Digital Trading Manager, Publisher
toegevoegde waarde
31 Bron: The programmatic Economy by Improve Digital
uitgevers & toekomst
32 Bron: The programmatic Economy by Improve Digital
wat is er dan nodig?
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direct sales vs programmatic
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what about this guy?
“In five years our sales force will bemore like a marketing agencyworking with brands on bigger
partnerships. Everything else will beRTB”
Digital Trading Director, Publisher
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cross device
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viewability
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attributie
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radio, tv...
