The digital landscape is constantly changing. Anvil’s team always tries to keep a pulse on the latest and greatest in digital trends to ensure we’re bringing innovative strategies and solutions to our clients. In our next webinar, our Paid Media team will discuss what is new in digital media including OTT, Real-Time Bidding, Programmatic and other advancements in digital. Of these topics, we will be doing a deep dive into what “Over the top” (OTT) means and examples of how streaming platforms can be leveraged as well as outlining the differences between Programmatic and Real-Time Bidding (RTB). Through our discussion, we hope to inspire you to test some new tactics and get creative with your media plans.

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Paid Media: Digital Ad Trends
Programmatic, OTT, RTB, Etc.
May 29th
, 2019

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Topics
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3 | Programmatic
11 | Real Time Bidding
13 | Over the Top

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Programmatic
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What is Programmatic?
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The use of automation, normally through a DSP, to buy and sell digital media.
How it Works
Through the DSP (demand side platform), an advertiser can place a bid for a
placement on the internet for their ad to show. Publishers then use a Supply
Side Platform (SSP) to share what placements are available on their online
platforms. The DSP & SSPs sync up in real-time to conduct the auction.

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Rise of Programmatic
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- Programmatic digital display ads
will account for roughly 85% of
digital ad spend this year and will
grow to 88% by 2021
- Video, social and native
placements will drive the
majority of this growth

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Programmatic Types
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Open-Market RTB - Real-time bidding on impressions where the impressions are available to all
bidders
Private Marketplace (PMP) - customized, invitation-only marketplaces that provide publishers with the
ability to set aside certain ad inventory packages and sell it to a select buyer or group of buyers with an
emphasis on margin management for the seller
Private Marketplace Guaranteed (PMPG) - similar to private marketplace buys except that the
inventory is offered by one seller to only one buyer
Automated Guaranteed (AG) - automation of traditional digital direct sales often of publishers’ most
highly valued (e.g. premium) inventory.
Automated Performance (AP) - similar to Automated Guaranteed, but for these deals campaign
performance is guaranteed, rather than impressions (purchased on a CPC or CPL basis instead of CPM)
Spot Buying (SB) - happens within an exchange environment but are pre-negotiated, fixed priced

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Targeting
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Audience - utilizing demographic attributes such as gender, age, household income, education level,
relationship status, etc.
Behavioral - targets consumers based on online activity
Retargeting - ads that are shown to someone based on an action they have taken on your website (i.e. viewed
a page, left a product in their cart, etc.)
Geotargeting - targeting specific areas
Cross-Device - advertising to prospects across multiple digital devices based on an understanding of how and
when they may be using a specific device
Contextual - looks at the category or keywords of a website page a customer is viewing and then serves them
ads that are highly relevant to that content

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Creative
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The most common ads run through
programmatic are different types of
image and video banners. However,
with advancements in the digital
space, audio and connected tv
offerings are becoming more
popular.
Ad Types
- Image Banner
- Video Banner
- Audio/Radio
- Connected TV

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Benefits
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- Gives advertisers greater control over their ad placements
- Previously, online ad buys were controlled by publishers
- Allows you to split up your targeting across
platforms/placements and optimize accordingly
- Advertisers can put strict requirements over their ads such as
viewability or if the sound must be turned on for a video before
they pay the cost of the impressions

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What is Real-Time-Bidding?
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Real-Time Bidding is a type of programmatic bidding in which
inventory is bought and sold on an impression basis. This process
happens in ⅓ of a second or before a webpage loads.

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Real-Time-Bidding vs. Programmatic
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Real-Time Bidding is a type of Programmatic advertising. However,
programmatic also includes the other deal types that were previously
discussed.
Spend in RTB is expected to grow from 4.18 billion USD in 2018 to 18.56
billion USD in 2023.

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Over-the-Top Media
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What is “Over the Top” Media?
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Advertising on TV or streaming platforms through internet
connected devices.
Examples of OTT devices include
● Smart TVs (such as Google TV and LG Electronics
Channel Plus)
● Gaming devices (such as Xbox One, PlayStation, and
Wii U)
● Smart set-top boxes (such as Roku, Google Chromecast,
and AppleTV),
● Devices: desktops and laptops, tablets, and
smartphones (such as iPhones, Android Phones, and
Windows phones)
● Platforms (Hulu, Netflix, Amazon Video etc).

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The Rise of OTT
Although OTT represents less than 5% of total U.S. TV ad spend, linear TV spend has been declining since 2016
(according to MAGNA & eMarketer). Conversely, OTT ad spend grew by 40%+ last year and can be found in at least 80%
of U.S. WiFi households
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Accessing OTT
In general, there are three ways to access OTT inventory through addressable buying: programmatic, platform
direct and publisher direct.
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Over-the-Top Strategies
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Be Customer Centric
Not always feasible to distribute content across every platform and device. What is more important is focusing on
distributing where your audience is. The goal is to get your content to the right audience at the right time.
Understand who your audience is, where they are watching, and why.
Your audience and their needs should be the central focus of your content strategy.
Targeting Options
— Behavioral Targeting
— Content Targeting
— Retargeting
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Content Strategy
Design creative for the platform, as different platforms serve different purposes and are used by audiences in
different ways.
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The secret to your long-term success is developing an airtight content strategy, that aligns your unique content and
audience with how and where you distribute, promote and monetize your video.

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Amplifying You.
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