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IAB Europe Virtual Programmatic Day Deck

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IAB Europe Virtual Programmatic Day Deck

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The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency.

This is the deck used at the first edition of this event held on November 9, 2017.

The Virtual Programmatic Day is an online event that explored the growth drivers and barriers of programmatic in Europe and provided guidance on areas such as mobile, data and transparency.

This is the deck used at the first edition of this event held on November 9, 2017.

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IAB Europe Virtual Programmatic Day Deck

  1. 1. WELCOME
  2. 2. WELCOME Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath #IABEUVPD
  3. 3. WELCOME TO THE FIRST HALF MODERATOR: Oliver Gertz, Managing Director Interaction EMEA, MediaCom #IABEUVPD
  4. 4. GROWTH OF PROGRAMMATIC IN EUROPE #IABEUVPD Uli Hegge, VP Strategic Development DACH, AppNexus
  5. 5. European programmatic advertising is a €8.1bn market 1,947 3,339 5,685 8,111 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 2013 2014 2015 2016 European programmatic ad spend (€m) Source: IHS Markit and IAB Europe +71.5% +42.7% +70.3%
  6. 6. Half of European display ad revenue is now traded programmatically 81.5% 72.4% 60.0% 49.9% 18.5% 27.6% 40.0% 50.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2013 2014 2015 2016 Non-programmatic Programmatic European digital ad spend by transaction mechanism Source: IHS Markit and IAB Europe
  7. 7. Beyond the tipping point
  8. 8. 17% 83% Video Non-video 34% 66% Mobile Desktop Programmatic ad spend share in 2016 Source: IHS Markit and IAB Europe
  9. 9. WE and CEE share 1,839 3,088 5,287 7,501 108 251 398 610 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 2013 2014 2015 2016 WE CEE Programmatic ad spend by region (€m) Source: IHS Markit and IAB Europe
  10. 10. Programmatic video experiences exponential growth 136 275 537 1,370 0 200 400 600 800 1,000 1,200 1,400 1,600 2013 2014 2015 2016 Programmatic online video ad spend (€m) Source: IHS Markit and IAB Europe +102.2% +155.1% +95.3%
  11. 11. Programmatic mobile spend 222 597 1,864 3,500 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 2013 2014 2015 2016 European programmatic mobile spend (€m) Source: IHS Markit and IAB Europe +168.9% +87.8% +212.2%
  12. 12. Programmatic share of format spend 18.5% 17.5% 11.1% 27.6% 27.3% 16.1% 40.0% 53.0% 22.8% 50.1% 64.9% 46.5% 0% 10% 20% 30% 40% 50% 60% 70% Display (including video & mobile) Mobile Display Video 2013 2014 2015 2016 Programmatic share of format spend Source: IHS Markit and IAB Europe
  13. 13. Post-Programmatic era? • Growth everywhere; channels, formats and markets • Video is the New Star • Obvious room for more Growth and Optimism
  14. 14. GROWTH OF PROGRAMMATIC IN EUROPE #IABEUVPD Uli Hegge, VP Strategic Development DACH, AppNexus
  15. 15. ATTITUDES TO PROGRAMMATIC ADVERTISING #IABEUVPD David Goddard, Global Head of Programmatic Trading, BBC Worldwide
  16. 16. Targeting efficiencies still driving buy-side adoption Three quarters of advertisers and agencies cite targeting efficiencies as a key driver for programmatic investment
  17. 17. Programmatic video is key to advertiser adoption 49% of advertisers cite being able to engage with their audiences via programmatic video as a key driver to investment
  18. 18. Client demand is key to publisher adoption 71% of publishers are investing in programmatic due to client demand, half are hoping to gain competitive advantage
  19. 19. Fraud, brand safety and transparency bottlenecks to investment Brand safety Advertisers – 37% Agencies – 44% Publishers – 33% Fraud Advertisers – 46% Agencies – 40% Publishers – 33%
  20. 20. Costs are also a concern The cost of data and technology are a concern Half of publishers cite cost of technology as a barrier to programmatic investment
  21. 21. Impacts of programmatic trading beyond efficiencies are realised Faster campaign set up and go live Advertisers: 2016 = 33% 2017 = 60% Better campaign reporting Advertisers: 2016 = 29% 2017 = 49%
  22. 22. In-house operations becoming more prevalent 23% advertisers 54% agencies 44% publishers
  23. 23. Advertisers 88% Agencies 93% Publishers 88% Percentage of stakeholders that cite an increase in programmatic over the next 12 months Investment in programmatic is set to continue to increase
  24. 24. ATTITUDES TO PROGRAMMATIC ADVERTISING David Goddard, Global Head of Programmatic Trading, BBC Worldwide #IABEUVPD
  25. 25. DELIVERING TRANSPARENCY IN PROGRAMMATIC Ryan Cook, Director Global Programmatic Demand, Teads #IABEUVPD
  26. 26. The need for transparency 40% of advertisers cite transparency as a barrier to further programmatic advertising investment. Swift, transformational change in accountability and transparency is needed. We need better advertising to drive growth… enabled by media transparency to drive a clean and productive media supply chain. Marc Pritchard, Chief Brand Officer, P&G “
  27. 27. IAB Europe Transparency Guide This guide was developed by the IAB Europe Transparency Working Group. It provides questions for stakeholders to ask of their supply chain partners in relation to the transparency of data, cost and inventory source.
  28. 28. IAB Europe Transparency Guide
  29. 29. IAB Europe Transparency Guide
  30. 30. To ensure clean advertising ü No fraud ü Brand safety ü No resellingü User experience
  31. 31. Strive for quality inventory 65% 64% 69% 57% 65% 48% All Desktop Mobile 70% 71% 65% 49% 48% 51% All Desktop Mobile Teads programmatic campaigns Moat programmatic benchmark % viewable impressions (50% and 2 seconds)% completed views
  32. 32. To achieve greater brand lift When compared to the average of YouTube Pre-roll and standard pre-roll, inRead was more effective across brand metrics Online ad awareness: +55% Unaided brand awareness: +84% Message association: +44%
  33. 33. Viewability and time matters for display as well Source: Lumen Research UK – eye trackingJune 2016 Viewability and viewing rates beyond a second Engagement curve over all impressions
  34. 34. Industry support for Ads.txt Industry Wide Coverage • 12.8% of top Alexa Top 10K websites • 3K domains have Ads.txt files • 137 ad tech partners are in those files • Publishers with files average: • 8.7 accounts • 4.8 ad tech partners DSP Ads.txt Initiatives • DBM – will only buy a publisher’s inventory from sources identified in its ads.txt file (when a file is available) • Mediamath – Curated Marketplace will only buy across Ads.txt sources • AppNexus – using Ads.txt to strengthen existing inventory quality programs • DataXu – launched Validated Inventory Marketplace
  35. 35. DELIVERING TRANSPARENCY IN PROGRAMMATIC Ryan Cook, Director Global Programmatic Demand, Teads #IABEUVPD
  36. 36. BREAK
  37. 37. HOW TO BUY PROGRAMMATICALLY Oliver Gertz Managing Director Interaction EMEA, MediaCom #IABEUVPD Pavlina Vasilatou Digital Media, Programmatic and Trading Lead, Nestle Dave Reed Managing Director EMEA, MediaMath Emmanuel Ogidan Commercial Director UK and Ireland, FreeWheel Simon Halstead Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath MODERATOR PANEL
  38. 38. HOW TO SELL PROGRAMMATICALLY Oliver Gertz Managing Director Interaction EMEA, MediaCom #IABEUVPD David Goddard Global Head of Programmatic Trading, BBC Worldwide Bill Krumperman Advertising Platform Senior Business Advisor, Schibsted Luke Fenney VP Publishers Development, Index Exchange MODERATOR Alex Merwin Vice President International, SpotX (RTL Group) PANEL
  39. 39. SUMMARY OF THE FIRST HALF #IABEUVPD MODERATOR: Oliver Gertz, Managing Director Interaction EMEA, MediaCom
  40. 40. LUNCH BREAK
  41. 41. WELCOME TO THE SECOND HALF #IABEUVPD MODERATOR: Joanna Burton, Vice President European Strategy, SpotX (RTL Group)
  42. 42. USING DATA EFFECTIVELY IN PROGRAMMATIC Josie Howard, Head of Bidder Development Europe, Oath #IABEUVPD
  43. 43. Understanding audience data First party data e.g. transactional or registration CRM data (online or offline) / website data and campaign performance data Third party data e.g. interest data, purchase intent data, geo data, demographic data Second party data Another stakeholders’ first party data
  44. 44. Steps to use data effectively 1. Match data to campaign objectives
  45. 45. Steps to use data effectively 1. Match data to campaign objectives 2. Use audience data to enhance creativity
  46. 46. Steps to use data effectively 2. Use audience data to enhance creativity 3. Use campaign data to optimise performance 1. Match data to campaign objectives
  47. 47. The challenge of cross-device
  48. 48. Data considerations 1. How are buyers are using publisher and user data?
  49. 49. Data considerations 1. How are buyers are using publisher and user data? 2. Data Remuneration
  50. 50. Data considerations 3. Limitations of scale – balance of using scale and targeting to achieve objectives 1. How are buyers are using publisher and user data? 2. Data Remuneration
  51. 51. USING DATA EFFECTIVELY IN PROGRAMMATIC Josie Howard, Head of Bidder Development Europe, Oath #IABEUVPD
  52. 52. PROGRAMMATIC MOBILE Andrew Buckman, Managing Director EMEA, Sublime Skinz #IABEUVPD
  53. 53. Why programmatic mobile?
  54. 54. Mobile advertising environments Mobile web
  55. 55. Mobile advertising environments Mobile web Responsive website
  56. 56. Mobile advertising environments Mobile web Mobile appResponsive website
  57. 57. The attribution challenge
  58. 58. The attribution challenge Rules based Calculated (statistical) Two categories of models
  59. 59. Creativity considerations 68% feel annoyed 45% feel frustrated 22% feel angry Moving away from disruptive formats Research shows that after accidentally clicking on a mobile ad
  60. 60. Creativity considerations DisclosureIntegrationFunctionForm
  61. 61. PROGRAMMATIC MOBILE Andrew Buckman, Managing Director EMEA, Sublime Skinz #IABEUVPD
  62. 62. BREAK
  63. 63. WHAT’S NEXT FOR PROGRAMMATIC IN EUROPE? Joanna Burton Vice President European Strategy, SpotX (RTL Group) #IABEUVPD Tom Mills Global Head of Client Operations, Affiperf (Havas Group) Dan Watson Digital Director, Carat Phil Duffield Managing Director, Adobe Advertising Cloud EMEA, Adobe MODERATOR Andrew Buckman Managing Director EMEA, Sublime Skinz PANEL
  64. 64. SUMMARY OF THE SECOND HALF #IABEUVPD MODERATOR: Joanna Burton, Vice President European Strategy, SpotX (RTL Group)
  65. 65. THANK YOU Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath #IABEUVPD
  66. 66. RESOURCES #IABEUVPD
  67. 67. #IABEUVPD Get involved Marie-Clare Puffett Business Programmes Manager puffett@iabeurope.eu @iabeurope /iab-europe www.iabeurope.eu

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