cif14 - new opportunities for publishers: programmatic goes branding
DESCRIPTION
Programmatic became a substantial business within online display advertising ecosystem. Still publishers can benefit much more from this sales channel – beyond remnant monetization and performance campaigns. Based on real-life cases Adform shares state-of-the-art concepts for successful online monetization strategies – including technologies like Rich Media, PMP & DMP.TRANSCRIPT
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PROGRAMMATIC GOES BRAND ADVERTISING
New opportunities for publishers:
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WHY?
Making display advertising simple, relevant, rewarding
Also includes brand marketers
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PROGRAMMATIC MARKET
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ONLINE ADVERTISING STEADILY GROWING IN CZ
Source: http://www.spir.cz/en/internet-advertising-exceeded-czk-13-billion-last-year-doubling-over-last-five-years
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DISPLAY AD TECH TODAY
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DISPLAY AD TECH IN …
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PROGRAMMATIC OFFERS BIG POTENTIAL FOR CZ MARKET
Sources: http://www.digitalmarket.asia/magna-global-revises-programmatic-ad-spend-forecast-to-be-at-usd-53-bn-by-2018/http://www.spir.cz/en/internet-advertising-exceeded-czk-13-billion-last-year-doubling-over-last-five-years
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PROGRAMMATIC SPEND 2013/14
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14Jul-1
4
Aug-14
Sep-14
50%70%90%
110%130%150%170%190%210%230%250%
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14Jul-1
4
Aug-14
Sep-14
50%
100%
150%
200%
250%
308%
332%
YoY est.
Source: Adform data – indexed ad spend
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TRENDS IN CZ (LAST 12 MTHS.)
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14Jul-1
4
Aug-14
Sep-14
50%
100%
150%
CPM
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14Jul-1
4
Aug-14
Sep-14
50%
100%
150%
200%
CTR
+30% +80%
Source: Adform data – indexed CPM & CTR; Oct as 100% index
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NEW REVENUE STREAMS WITH PROGRAMMATIC
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GET BRAND ONLINE
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READY FOR PROGRAMMATICRICH MEDIA
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UTILIZE USER DATA
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INVENTORY EXTENSION
DSP
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KEY TAKEAWAYS
Programmatic is growing – in CZ w/ higher pace than displayProvide RM formats at scale w/ ease and get brand budgets onlineData is a new revenue stream – powered by programmaticPublishers can leverage their user insights beyond their O&O
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