Post on 13-Apr-2017
transcript
Programmatic Media Buying:Making it possible for advertisers to
buy mobile media effectively
of all advertising investment will be programmatic62%
70% of all programmatic media buying will be
mobile
PREDICTIONS FOR 2016 ACCORDING TO E-MARKETER
Automated buying, placement and optimization of media inventory
Media buying decissions taken impression by impression, user by user
PROGRAMMATIC MEDIA BUYING: WHAT IS IT?
Data Driven
WHAT
HOW
WHY
Pretargeting determined by humans, i.e. reach users who have visited your website
in the last 30 days, or users who have visited an airport a number of times in
the past month
Media is purchased or not based on the results of a a mathematical formula, for example, one that determines probability
of engagement
WHAT PROGRAMMATIC BUYING ENTAILS
Predetermined Audiences Audiences Determined by an Algorithm
Programmatic Direct
EITHER OR
Real Time Bidding
CPM Price for inventory decided in an open or private auction
CPM Price for inventory previously agreed with publisher, either
on a first look or guaranteed basis
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THE MARKET BECOMES PROGRAMMATIC, MORE SO ON MOBILE
60%-75% of all digital display advertising will be traded programmatically by 2017*
* IAB UK - August 2014
Share of programmatic in mobile ahead of
desktop*
ONLINE DISPLAY
MOBILE DISPLAY
12%
14%
19%
55%
Programmatic RTB
23%
14%
27%
36%
Programmatic Direct
NetworksDirect Sales
UK 2013
Billion $
eMarketer - Oct 2014
Mobile Display - ProgrammaticUS Data
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THE MARKET IS MOBILE... AND IS APPS
8% MobileWeb
52% MobileApps
Digital Media Engagement**
40% Desktop
*Flurry US - April 2014; **Comscore August 14, US
85% of average US consumer time spent in Apps vs Mobile web**
% Digital Advertising Spend**
15% Mobile
85% Desktop
**KPCB, May 2014
And money is not yet where eyeballs are!
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Ad Formats: MRAID required to serve rich
media in apps. Native ads only on apps.
Different User IDs: In apps users need to be identified by
native IDs (IDFA & GAID). In web, cookies have many restrictions.
Cellular Connections: IP address and attribution windows cannot simply be used just as on web.
Non-Standard Browsing Experience: what a user
sees and can do inside apps depends on each SSP, and is different for Android and iOS.
Location Information available at scale for targeting and
optimization thanks to apps.
21 3 4 5
MOBILE IS DIFFERENT: WEB + APPS
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Support Deal ID Private Deals with publishers supported today
In PipelineNot connected to mediasmart today, but in process
AND THAT HAS CREATED AN ECOSYSTEM OF MOBILE FIRST COMPANIES
AD EXCHANGES / SSPs RICH MEDIA / ATTRIB.TOOLS DATA PARTNERS
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That is why you need mobile first
Demand Side Platforms to take
advantage of this huge opportunity.
Advertise effectively both in App and
Mobile Web inventory, whether you
have apps or not.
MOBILE FIRST
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So that you can focus on all the advantages that mobile has to offer
SIMPLE TO USE, BUT MANAGING A LOT OF COMPLEXITY IN THE BACK-END
THANK YOU!Noelia Amoedo
+34 627486335noelia.amoedo@mediasmart.mobi
www.mediasmart.mobi