This document discusses the growth of real-time advertising (RTA) and programmatic marketplaces in Europe. It notes that programmatic advertising will be a $78 billion market by 2017. The document outlines different types of programmatic marketplaces, including auctions, performance, guaranteed, and deals marketplaces. It also summarizes the results of a survey of over 600 European advertisers, agencies, and publishers on their use of RTA, which found over €3 billion in annual advertising spend. Finally, it discusses the need for marketers to develop RTA sales strategies, agencies to operationalize marketplaces, and publishers to offer programmatic inventory.
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1. AdTech and the Real Time Future
Frederike Voss
Country Manager Central Europe
AppNexus
2. Three questions:
1) What is AdTech and why does it matter?
2) How will Real-Time Advertising (RTA)
develop in Europe, especially DACH?
3) What does the development of ‘programmatic
marketplaces’ mean for Publishers, marketers
and agencies?
Welcome
3. Three questions:
1) What is AdTech and why does it matter?
2) How will Real-Time Advertising (RTA)
develop in Europe, especially DACH?
3) What does the development of ‘programmatic
marketplaces’ mean for Publishers, marketers
and agencies?
?
4. Digital Advertising 2013 – 2017 ($ billions)
4
Digital
Advertising
$113
Non-Search
$67
2013
$60
Open
Platform
$46
Search
$7
Social
$30
Direct
$30
Indirect
$5
RTA
$25
Non-RTA
Digital
Advertising
$177
Non-Search
$118
2017
$105
Open
Platform
$57
Search
$13
Social
$31
Direct
$74
Indirect
$21
RTA
$53
Non-RTA
Source: IDC and AppNexus estimates
6. Three questions:
1) What is AdTech and why does it matter?
2) How will Real-Time Advertising (RTA)
develop in Europe, especially DACH?
3) What does the development of ‘programmatic
marketplaces’ mean for Publishers, marketers
and agencies?
?
7. PROGRAMMATIC TECHNOLOGY:
Tech that helps buyers evaluate inventory and helps
sellers maximize revenue.
PROGRAMMATIC MARKETPLACE:
An open place where buyers and sellers use
technology to convene for the sale of advertising.
PROGRAMMATIC
MARKETPLACESRTA
7
8. AUCTION
Marketplace
› Real-time auction (RTB)
› Buyer uses audience and technology
to take performance risk
› Low risk to seller but context & data
undervalued
8
1
9. › Buyer pays for performance
› Seller trades risk for reward
PERFORMANCE
Marketplace
9
2
10. › Buyer trades upfront payment for
guaranteed delivery
› Publisher context, audience, and
brand association drive value
› Buyer has full transparency, but
limited use to buy-side data
GUARANTEED
Marketplace
10
3
11. › Collaborative
› Shared risk for the buyer & seller
› Seller context is valuable
› Moderate transparency for both
Deals
Marketplace
11
4
13. Three questions:
1) What is AdTech and why does it matter?
2) How will Real-Time Advertising (RTA)
develop in Europe, especially DACH?
3) What does the development of ‘programmatic
marketplaces’ mean for Publishers, marketers
and agencies?
?
14. ONLINE STRUCTURED SURVEY
CONDUCTED IN APRIL & MAY 2014
626 RESPONSES IN TOTAL ACROSS EUROPE:
186 marketers
135 media buying agencies
146 advertising agencies
159 publishers
€3Billion
oversee
ADVERTISING SPEND
14
15. A robust study of advertisers in DACH
• Online structured survey conducted in April and May 2014
• 96 responses:
– 15 marketers
– 44 media buying agencies
– 37 publishers
oversee
€860million
advertising spend