flying high with programmatic · programmatic is not just direct response itÕs an efficient method...
TRANSCRIPT
FLYING HIGH WITH PROGRAMMATIC
TODAY
1. STATE OF THE NATION - PROGRAMMATIC
2. THE KPEX OPPORTUNITY FOR ADVERTISERS
3. THE FUTURE (OR WHAT WE KNOW OF IT TODAY)
Data Source: Zenith
HOWEVER, ALSO UNRESTRAINED GROWTHMARKET CHALLENGES• Brand safety issues
• AdTech concerns reducing investment & development speeds
• Marketing ‘gurus’ ongoing misrepresentation of the digital opportunity
IT’S BEEN A MIXED LAST 6 MONTHS FOR THE DIGITAL & PROGRAMMATIC WORLD
TECHNOLOGY ENGAGEMENT V ENVIRONMENT
AUTOMATION AUDIENCE
DATA
TARGETING
THE OPPORTUNITY! 3 THEMES HAVE COME TOGETHER
PROGRAMMATIC TURNS THIS …
INTO THIS …
DATA FROM SITE USAGE, CUSTOMER DATA, SOCIAL LOG-INS, SEARCH HISTORY, WEBSITES VISITED, DATA HOUSES & MANY MORE!
… OR THIS
“A SCALEABLE AUDIENCE OF ONE”MORE TARGETED AND RELEVANT COMMUNICATIONS
PROGRAMMATIC IS NOT JUST DIRECT RESPONSE IT’S AN EFFICIENT METHOD OF BUYING THROUGOUT MEDIA MIX
BROADCAST
PERSONALISED
BRAND
DIRECT RESPONSE
TODAY
1. STATE OF THE NATION - PROGRAMMATIC
2. THE KPEX OPPORTUNITY FOR ADVERTISERS
3. THE FUTURE (OR WHAT WE KNOW OF IT TODAY)
A QUICK UPDATE ON WHO’S IN KPEX TODAY
FOUNDING PARTNERS: • TVNZ • MEDIAWORKS • NZME • FAIRFAX
INVENTORY PARTNERS: • ALLIED PRESS (ODT) • SUN MEDIA (TAURANGA) • TANGIBLE MEDIA • HOMES.CO.NZ • CHOICE TV • TRENDS PUBLISHING
/ Reaching 81% of the NZ adult population each month
/ Connected to 9 million devices delivering: • 11 million demographic data points • 6.1 million location data points • 6.5 million interest data points
• Increased Partner Commitment: 12 months ago we averaged around 200 million impressions per month and this now sits well above 800 million - reaching 81% of the population
• Market share: We now estimate the KPEX share of NZ programmatic display spend has grown to in excess of 30%
• Product Development: We have now launched new target audience, native and self service products whilst restructuring our video proposition and addressing brand safety concerns.
HERE IN NZ, KPEX HAS CONTINUED TO GROW DRAMATICALLY
What this means for you in 2017:
1.Scale 2.Safety 3.Relevance 4.Innovation
November
2015
THE KPEX ROADMAP HAS ACCELERATED OVER RECENT MONTHS
November
2017
June
2016
January
2017
NATIVE PRODUCT DEVELOPMENT NATIVE LAUNCH
DATA PRODUCT DEVELOPMENT AUDIENCE LAUNCH
DATA AUDIENCES PHASE 1
BRAND SAFETY DEVELOPMENT
SELF SERVICE DEVELOPMENT SELF SERVE LAUNCH
LAUNCH & SCALE INVENTORY PARTNERS
LAUNCH IMPACT & VIEWABILITY PACKAGES
KPEX 2.0
SCALE VIDEO
/ Become the largest and highest quality private data exchange in New Zealand
/ By combining our extensive audience reach with the power of Lotame’s DMP technology, KPEX is able to segment users into a range of target audience PMPs to deliver results for advertisers
DATA AUDIENCE TARGETING IS ‘TABLE STAKES’ FOR PROGRAMMATIC & DIGITAL
DATA PRODUCT DEVELOPMENT AUDIENCE LAUNCH
DATA AUDIENCES PHASE 1
AUDIENCE BUILDS / FOCUS ON CORE AUDIENCES BASED ON MARKET DEMAND & SCALE
DEMOGRAPHIC
AGE
GENDER
AGE & GENDER
GEO
7 REGIONS
1. AUCKLAND2. CANTERBURY3. WAIKATO4. BOP5. WELLINGTON6. RURAL7. AUSTRALIA
INTEREST CUSTOM
AS REQUIRED BASED ON ADVERTISER REQUIREMENT
AUTOMOTIVEBUSINESS FARMINGENTERTAINMENTFINANCELIFESTYLEHOME IMPSPORTTECHNOLOGYTRAVELREAL ESTATE
/ 27 standard audience segments built from the ground up – applicable to Desktop and Mobile, Display and Video activity running on KPEX inventory. / Audiences can be combined to deliver pinpoint targeting based on your campaign objectives and requirements.
DATA PRODUCT DEVELOPMENT AUDIENCE LAUNCH
DATA AUDIENCES PHASE 1
“270 YEARS OF VIDEO” CONTENT EVERY QUARTER IN KPEX
• In excess of 80 million video impressions available within KPEX each quarter
• NZ’s premier video environments
• Market leading completion rates and viewability performance
• Advanced audience and environmental targeting options
• Highly cost effective when compared to market average costs & completion rates
LAYERED TO HELP ACHIEVE YOUR OBJECTIVES
LAUNCH & SCALE INVENTORY PARTNERS
SCALE VIDEO
KPEX NATIVE: DELIVERING ON 6 MONTHS OF DEVELOPMENT
• KPEX is providing the opportunity for advertisers to access native inventory at scale and within premium environments with minimum additional creative or technology requirements
Global Context NZ Context KPEX Ambition
• Native ads will drive 74% of all US display ad revenue by 2021 (Business Insider)
• Multiple formats and suppliers are currently operating within NZ, creating challenges for advertisers and publishers.
• Create a market standard native product at scale across our publishers
NATIVE PRODUCT DEVELOPMENT NATIVE LAUNCH
WE LIVE IN CHALLENGING TIMES BRAND SAFETY DEVELOPMENT
BRAND SAFETY: WE LIVE IN CHALLENGING TIMES! 2 LAYERS OF BRAND SAFETY
ENVIRONMENT CONTENT
•KPEX has very brand safe environments but content clashing has been an issue in the past. We are now testing unmasking our URL for the next 3 months.
BRAND SAFETY DEVELOPMENT
ENSURING YOU CAN USE KPEX THROUGHOUT THE PURCHASE FUNNEL - FROM BRAND TO DR
HIGH VIEWABILITY PACKAGESHALF PAGES BILLBOARDS
•All now live and available within KPEX
LAUNCH IMPACT & VIEWABILITY PACKAGES
KPEX SELF SERVICE
MARKET REQUIREMENT
KPEX PRODUCT DEVELOPMENT
STATUS
99% of all businesses in NZ are SMEs.
Most small advertisers don't have the technology to trade within KPEX
KPEX Self Service Platform
Product development complete and live testing underway
SELF SERVICE DEVELOPMENT SELF SERVE LAUNCH
KPEX SUMMARY:SCALE, SAFETY, RELEVANCE & INNOVATION WITH KPEX
•Reach 81% of the population
•Relevancy through KPEX audience packages
• Impact and innovation through video, native and display
TODAY
1. STATE OF THE NATION - PROGRAMMATIC
2. THE KPEX OPPORTUNITY FOR ADVERTISERS
3. THE FUTURE (OR WHAT WE KNOW OF IT TODAY)
PROGRAMMATIC IS PRIMARILY ONLINE DISPLAY TODAY …
… BUT IT DEFINITELY WON’T BE TOMORROW
THANKS, ANY QUESTIONS …