360media insight session slides
TRANSCRIPT
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www.360d.org.uk
@digiconx #360digi
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www.360d.org.uk @digiconx #360digi
Facilitator: Gordon StevensonHead of Digital, Herald & Times Group
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www.360d.org.uk
@digiconx #360digi
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www.360d.org.uk @digiconx #360digi
Guy Philipson CEO, Internet Advertising Bureau (IAB)
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01/05/23 iabuk.net
Interactive Scotland 360DGuy Phillipson, CEO, IAB UK
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In this presentation…1.The UK Digital Advertising market2.Advertising in Real time3.Video and branded content4.The majority-mobile Future
01/05/23 iabuk.net
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27% of Scottish premises are still off-line!
01/05/23iabuk.net
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The UK 2014 Ad spend landscape
01/05/23 iabuk.net
Digital = 39% of a £18.55 billion market
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Rapid growth of Programmatic ad trading
01/05/23 iabuk.net
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2014 results used the same framework as 2013
Direct
Indirect
Traditional Programmatic
Direct sales
Inventory bought at fixed prices directly from media owners through in-house or external sales teams, using insertion orders and manual processes to book and run the campaign
Programmatic direct (e.g. private marketplaces)Inventory bought from a particular media owner using automated processes, where a direct relationship exists between the buyer and media owner in the form of pre-existing deal terms (e.g. exclusive access and price floors)
Networks
Inventory bought at fixed prices from a third-party offering packages which aggregate supply across multiple media owners
Programmatic indirect (e.g. open RTB exchanges)
Inventory bought on an impression-by-impression basis in real-time through an open, unreserved auctionPl
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Technique
The UK Display programmatic market
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Programmatic trading accounted for 45% of total UK digital display advertising
45%programmatic
Mobile display and video
£0.47bn
Desktop display£1.14bn
Online video£0.28bn
Mobile display and video
£0.86bn*
Desktop display£1.0bn*
* - Display affiliate advertising is excluded from the totals
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Overall, direct sales still account for 49% of the market –programmatic direct has grown strongly to 24%
49% 24%
6% 21%
Direct sales Programmatic direct (e.g. private marketplaces)
Networks Programmatic indirect (e.g. open RTB exchanges)
Mobile display and video
£0.47bn
Desktop display£1.14bn
Online video£0.28bn
Mobile display and video
£0.86bn
Desktop display£1.0bn
-15pp +8pp
+2pp = percentage point change
-2pp +9pp
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Online retail, telecoms and finance advertisers are believed to be the most advanced in the transition to
programmatic
Base: 15 media ownersQuestion: Based on your experiences, which advertiser categories do you believe are spending the highest proportion of their budgets using programmatic techniques? 1 is little to no spend using programmatic techniques and 5 is a very high proportion of spend using programmatic techniques
Proportion of budget spent using programmatic techniques by advertiser category - indicative
None
Very high Media owners believe that the online retail,
telecoms, finance, motors and travel categories – major performance advertisers – are allocating the highest levels of spend to programmatic
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Online Video and Branded Content
01/05/23 iabuk.net
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Top UK Vloggers command huge online audiences
01/05/23 iabuk.net
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IAB Transparency Guidelines for Brands and Vloggers
01/05/23 iabuk.net
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The mobile majority future is here!
01/05/23 iabuk.net
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Device mix of internet usage changing rapidly
Presentation for IABUK Board - 18 September 2014
Total internet usage by device (hours, billion)
Base: 4+ internet users, excludes offline app and TV-based usage [Source: Enders Analysis]
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84%of the top 250 UK
advertisers have an
optimised site
1 in 2 ofoptimised sites were responsive web design
8 in 10 of the top 250 UK advertisers have an optimised site
Base: Top 250 UK advertisersSource: IAB top 250 mobile audit
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Thank You! Presentation for IABUK Board - 18 September 2014
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www.360d.org.uk
@digiconx #360digi
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www.360d.org.uk @digiconx #360digi
Peter Borgen-Nielsen Head of Digital, Mediacom
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Programmatic01
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Programmatic spend reached over a Billion Pounds in 2014*
It will account for 60-75% of display spend in 2017**
As a workflow it is starting to increasingly impact on traditional mediums
Huge Opportunity
£350m
£100m
£600m
*Source Enders Analysis, GroupM and FirstPartner **source IAB and MTM
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How Digital has Evolved02
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2000..2005 2005..2012 2012..2014
Publishers Publishers
Ad Networks
Agencies Agencies
Ad Networks Ad Exchanges
Ad Exchanges
Programmatic Buyers
Agencies
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2000..2005 2012..2014
Publishers
Ad Networks
Agencies Agencies
Ad Exchanges
Programmatic Buyers
2005..2012
Publishers
Agencies
Ad Networks
Agencies
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2000..2005 2005..2012 2012..2014
Publishers Publishers
Ad Networks
Agencies Agencies Agencies
Ad Networks Ad Exchanges Ad Exchanges
Programmatic Buyers
Agencies
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2000..2005 2012..2014
Publishers
Ad Networks
Agencies Agencies
Ad Exchanges
Programmatic Buyers
2005..2012
Publishers
Agencies
Ad Networks Ad Exchanges
Agencies
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The Programmatic Landscape03
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Advertisers,Agencies & Trade Desks
Programmatic Tech Building Blocks (simplified)
Advertisers,Agencies & Trade Desks
Ad Exchanges
All Digital Channels
Display
Mobile
Video
Radio
etc…
Publishers
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What is a DSP (Demand side Platform)?
Advertisers,Agencies & Trade Desks
DMPData
Management Platform Ad Exchanges
• Edinburgh only
• iPad inventory
• between 8 and 10pm
• not more than £4 CPM• Using whitelist of specific publishers
All Digital Channels
Display
Mobile
Video
Radio
etc…
Publishers
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What is a DMP (Data Management Platform)?
Advertisers,Agencies & Trade Desks
DMPData
Management Platform Ad Exchanges
• London only
• iPad inventory
• between 8 and 10pm
• not more than £4 CPM
• Using whitelist of specific publishers
• People who look similar toto my best online customers
• Male 25-34
• Who are health-conscious
• Tennis fanatics, etc…
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This is what it actually looks like
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Why is Programmatic important04
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Programmatic is about putting the consumer at the heart & letting technology make very detailed & continuous optimisation
Consumer
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Reach Frequency Viewability Greater Measurement
Greater control and insight to make performance improvements
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Programmatic Buying Benefits
Campaign Effectiveness
More data available that can yield greater insight
Campaign Insights Operational Efficiency
Pay the right price for the right piece of media that will hit the right audience.
Reduction of some admin processes
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Advice for the Road Ahead05
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Focus on connecting with Consumers
Data = People
Treat delivery of Advertising as Moments
Harness the true potential of targeting and optimisation
Ensure that all informed advertising is personalised where appropriate
Safeguard against missing out on innovation
Achieve true scale in Audience
Match macro management with micro execution
Sing where they can hear you
Don’t miss the opportunity
Programmatic Playbook
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• Programmatic is a system of working that demands too much debate
• Keep sights on the consumers and KPI’s and not on the jargon
• Tech is there to Deliver not to Dictate
Focus on connecting with Consumers
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• Programmatic allows us to make them as valuable as possible
• Get as much from them as you can• Think about engagement and how to get
your message across
Treat delivery of Advertising as Moments
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•This is key to determining actual value in data planning•Clean up-to date data will drive the best performance•It is only as good as its application
Data = People
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• Fluid real-time optimisation is now viable
• Swarm intelligence and map trends• Engage the Beta demographic
Harness the true potential of targeting and optimisation
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• Be truly agnostic in delivery• Act on the potential of the insight you have• Follow the data
Sing where they can hear you
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• Establish a set up that allows speed to market
• Be always on• Don’t be scared, it takes ten seconds to
stop!!
Don’t miss the opportunity
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About MediaCom
WHO WE ARE?We are MediaCom, the Content and Connections agency who deliver 20|20 Connections Planning
WHAT DO WE DO?We believe communication works in systems not silos and content is the fuel of high performing systems
HOW WE DO IT?We are One Mediacom offering integrated as well as stand alone specialist services
WHO WE DONE IT FOR?We have connected the world’s most iconic brands as solution providers planning for outcomes not inputs
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www.360d.org.uk
@digiconx #360digi
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www.360d.org.uk @digiconx #360digi
Alistair BrownChief Technology & Platforms Officer, STV
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1. HOW HAS TV CHANGED2. WHAT HAS CAUSED THIS CHANGE3. WHAT NEXT?
TV'S FUTURE: OVER THE TOP?
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1. HOW HAS TV CHANGED
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Source: Ofcom Technology Tracker, Q1 2015
UK AVERAGE = 43% 48% 12% 15% 60% 62%
USE OF CATCH-UP, STANDALONE VIDEO SUBSCRIPTION AND PVRS IN SCOTLAND
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DECLINE OF VIEWING AT TIME OF BROADCASTTV has remained remarkably resilient over the last 3 years – live viewing still accounts for 87% - a drop of only 1% point per annum in STV’s peak-time average audience
Composition of STV Peak-time average audience 2013 2014 2015
STV – all platforms
Live 89% 88% 87%
VOSDAL 6% 7% 8%
Timeshift 1 to 7 days 5% 5% 5%
STV TOTAL 100% 100% 100%Source: BARB 2013-2015, peak=1800-2230
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OLD HABITS DIE HARDHalf of all households in Scotland have access to HD TV services but only 19% of peak-time viewing on STV comes via HD – 78% comes through our standard definition channel.
It’s not an issue to access – STV HD is available on Sky, Virgin and Freeview and STV HD is even the default TV channel for 870,000 individuals with Sky in the West of Scotland.
Source: BARB Jan-Jun 2015
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FUTURE PREDICTIONS OF DECLINEWhile 87% of TV is currently watched live, predictions about the future consumption levels of linear TV vary. EBU Eurodata estimate that by 2020 72% of TV will still be watched live. Meanwhile Enders Analysis believe that 81% will be watched live.
Source: EBU Eurodata Vision 2020 viewing trends 2014, Enders Analysis UK internet device and consumption forecasts to 2020
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SOME GENRES LEND THEMSELVES MORE TO CATCH-UPWhile its true that 87% of the STV audience watches our content live, certain programme genres lend themselves more to catch-up than others.
Live VosdalTimeshift 1-7 days Comments
Broadchurch 61% 15% 24% 39% of Broadchurch audience watched the latest series after the live broadcast
Coronation street 77% 14% 9% Corrie is a steady 23% watch after live
Uefa champions league live 97% 3% 0% Not surprising that sporting events lose their appeal
once the result is known
Source: BARB 2015
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MEASURED GROWTH OF ALL ON-DEMAND PLAYERSThrough our annual Brand Tracker, STV has measured increased usage of both PSB VoD and Subscription VoD across Scotland
Source: ScotPulse Brand Tracker, Jan 2015 1,100 responses
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Source: Flurry Analytics, comScore
TIME SPENT ON MOBILE DEVICES AND TVU.S. Daily Average (min)
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Source: eMarketer 2015 data
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% OF TIME SPENT IN MEDIA VS. % OF ADVERTISING SPEND, USA 2014
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DEVICE PENETRATION IN SCOTLAND VS UKFigures in black indicate UK penetration
Each household now has
an average of
7.4 internet enabled devices
Source: BARB Establishment Survey 2015, OFCOM Comms Report 2015, Thinkbox Total UK Video Consumption 2014, YouGov survey, March 2015 (2,090 respondents)
85% 80%66%
65% 52%
45%34% 21%
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Source: British Population Survey
ACCESS TO AND USE OF WEB-ENABLED MOBILE DEVICES, BY AGE
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NEW KID ON THE BLOCKNetflix uptake in Scottish households is 5% points ahead of the UK averageHowever subscription vod currently makes up only 2.2% of all minutes of video consumed by the average person each day – increasing to 3.7% for 16-24 year olds
Source: BARB Establishment Survey 2015, OFCOM Comms Report 2015, Thinkbox Total UK Video Consumption 2014
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1.
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OUR TALENT
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WEBSITES AND APPS EVER USED, BY NATION
Source: Ofcom ressearch, ‘Connected Devices’, May 2015
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SITE OR APP MOST RECENTLY ADDED
Source: Ofcom ressearch, ‘Connected Devices’, May 2015
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TV DRIVES SOCIAL GROWTH1 in 5 Scottish adults say that they are “hooked” on social media – Ofcom Comms Report 2015
Social media drives traffic to our websites – 44% of STV News page views are referred by social media posts. This is the biggest YoY increase in driving traffic to the STV News sites.
Source: Comscore Jan-Jun 2014 and 2015Fanpagekarma.comFans as of Aug 10th
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We need to go where our users areSingle sign on and synchronisation – tailoring and improving consumer experienceNext Generation news app – Project MetropolisWe need to go where our users areSingle sign on and synchronisation – tailoring and improving consumer experienceNext Generation news app – Project Metropolis
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THE STV FAMILY92% of Scots interact with STV each monthConsumption extending ‘beyond the box’
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TOMORROW’S WORLD
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www.360d.org.uk @digiconx #360digi
Panel Session
- Guy Philipson : IAB - Peter Borgen-Neilsen : Mediacom
- Alistair Brown : STV - Heather Kane : Communicorp UK
- David Pugh-Jones : Buzz Feed