dps: shiny ads tech talk: the modernization of premium advertising
DESCRIPTION
Although remnant ad sales have seen a lot of modernizing in the last five years, premium ad sales haven't changed since the days of print ad sales. Shiny Ads has launched a holistic product solution that modernizes the way the digital publishers take and manage premium ad buys from agencies and smaller advertiser as well as their own direct sales teams. Presenter: Roy Pereira, CEO and founder, Shiny Ads @shinyadsTRANSCRIPT
Modernizing Premium Advertising
www.ShinyAds.com
PREMIUM ADVERTISING
© 2012 Shiny Ads
shinyads.com
Premium Is Big $
Ad exchanges, ad networks, ad-tech vendors are all fixated on remnant advertising technologies
Direct Sales
Remnant30%
Premium70%
Ad Networks& Optimizers
Ad Exchanges & DSPs
Premium will make up 70% of display revenues in 2013
Today, Direct Sales is the only way to purchase Premium Inventory
eMarketer, 2012
© 2012 Shiny Ads
shinyads.com
Premium Hasn’t Evolved Since Print
Premium buying process is SLOW & COSTLY
What about payment collection? Gathering creative?
Change Requests?Performance reporting?
Advertiser Agency Sales Finance Ad-Ops
yourpicture
here
© 2012 Shiny Ads
shinyads.com
Automating Premium Brings Huge Benefits
Lowers Costs automates standard ad
processes
Increases Revenues allows sales to focus on higher
value custom orders allows for more orders to be
processed in less time net new revenues from new
demand sources
Lowers Processing Time because advertisers, sales, and OPS have better things to do…
© 2012 Shiny Ads
shinyads.com
But, Premium Automation Is Different
You don’t buy a at an auction!?
wants to keep controlover their premium pricing valuation.
Why would a premium publisher not do the same?
© 2012 Shiny Ads
shinyads.com
Publisher Control of Premium Inventory is Key
Productization Price control Data leakage Ownership of Advertiser Ad-Server prioritization Order/change approval/rejection “last-mile” integration into ad server, CRM, billing
© 2012 Shiny Ads
shinyads.com
DSPs Want to Play Too!
More than just direct response DSPs have larger advertisers that want guaranteed ad
buys DSPs’ algorithms identify high converting brand-safe sites
Opportunity for DSPs to increase their overall revenue
Today, DSPs are purchasing premium inventory manually through publisher’s direct sales teams
© 2012 Shiny Ads
shinyads.com
Introducing Direct Programmatic Guaranteed
Shiny Ads’ Direct Programmatic Guaranteed allows large demand sources to programmatically purchase publisher’s
premium inventory through direct guaranteed buys
shinyads.com
© 2012 Shiny Ads
The Only “Direct” Programmatic Guaranteed Platform
© 2012 Shiny Ads
10
Mobile In-App Ads
Browser Display Ads
Newsletter/Email Ads
Trading Desk uses web
interface to search
products, create IOs, request
changes, download reports
DSP uses Programmatic
Guaranteed Buying API
Publisher’s Ad Server
Ad Viewer / Consumer
Advanced Ordering Interface
Billing / Payments
Order & Change Request Approvals
Direct Ad-Server Order Management
Real-time inventory forecasting
© 2012 Shiny Ads
shinyads.com
Benefits
DSPs Automated buying of premium inventory across
publishers, sites, and categories Lower transaction costs Zero fees Brand-safe premium publisher web sites Guaranteed placements Modern API
Publishers Complete pricing control; CPM & minimums Higher CPMs than private exchanges More control than RTB Automated campaign management – no ad-ops
nor ad tags needed Automated payments
© 2012 Shiny Ads
shinyads.com
Results
Powerful Automation for Class-1 Premium Guaranteed Inventory
Both Publishers and DSPs get want they want
Increased revenue for both Publishers and DSPs
The first real alternative to private exchanges for premium inventory
Join us in modernizingpremium display advertising
ShinyAds.com