[master class programmatic trading may 2014] keynote by adeline queroix head of audience on demand...
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MASTER CLASS PROGRAMMATIC TRADING IAB Interact Paris 2014 May 19,2014 Paris: Microsoft France 41 Quai du Président Roosevelt, 92130 Issy-les-Moulineaux http://masterclass.stickyads.tv/ Video: Is Video the new TV? The Agency Perspective on Programmatic Video Adeline Quéroix Gabay has over 12 year experience in digital advertising. She joined Publicis Groupe in 2004 and has been advising major advertisers of all industries both for French and international markets on their digital cross-channel mediaplanning, integrated in a global media approach. In ZenithOptimedia and then Performics, she has lead the digital strategy for L’Oréal Groupe, Disneyland Paris EMEA or Richemont International leveraging, display, search, social, brand content, emailing for brand or direct response strategies. In addition to business strategy, she took the lead management of SocialTools, the inhouse benchmark tool for Social Media, supervising product development, marketing and commercial. She managed the launch of the trading desk activity for Publicis Group in France in 2011 and heads the Audience On Demand team since then, in charge of operations and product for the french market.TRANSCRIPT
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VIDEO: IS VIDEO THE NEW TV? BUY SIDE PERSPECTIVE ON PROGRAMMATIC VIDEO
May 19, 2014
MASTER CLASS PROGRAMMATIC TRADING
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Q : IS VIDEO THE NEW TV?
Q : WILL THE PROGRAMMATIC REVOLUTION BE TELEVISED?
Q : IS COMPUTER THE NEW WAY TO WATCH VIDEO?
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VIDEO IS EVERYWHERE !
TV/IPTVCONNECTED TV
PC TABLET MOBILE CONSOLE DOOH
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Source: Quick Play Media, June 2013
Devices used to watch live TV and VOD according to UK video viewers % of respondents
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
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ONLINE VIDEO IS ALREADY A HUGE MARKET
$66B
$3.6B
$33B
$1.6B
SOS5,4%
SOS4,8%
TV OLV TV OLV
Source : 2013 eMarketer, 2013 Forrester, 2013 Digital TV Research (Western Europe)
It will grow at an annual rate of 19% between 2013 & 2018(twice the rate of total online display advertising spend growth)
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TV REACH IS DECLINING ACROSS ALL MAJOR TRADED AUDIENCES
Source : Live+7, best fit analysis, USA
Reach Build for TV Networks & Programs
REA
CH
%
GRPs
Down 12%
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ADVERTISER DEMAND FOR TV HAS LED TO PRICING GROWING FASTER WHILE AUDIENCE DECLINE
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VIDEO FORMATS
In-Stream In-Flow In-Banner
Broadcasted beforeeditorial video content
Video in 300*250 banner
In-ScreenIn-Read &
Native
Video above site content (intersticial)
Watch a video to Get a content (download, continue a game)
Video broadcasted into an article or relevant sponsored
context
Qualitative, high memorization
Higher CPM vs other format
Impactful
Very intrusive (Cf The Pool-VivaKi)
Low CPM, large inventory
Small player, without sond, poor visbility score
Lower CPM, well acceptedby consumer
Less qualitative context vs Instream
Enables to reach non videoviewer
Lower completion rate, canbe judged as intrusive
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Study based on all 2013 AODv campaigns
20’’ spots only for the best efficiency• Best performances (VTR and CTR)
• No publishers restrictions
• Better user experience
9
20’’
20’’ « Video ads length is actuallygrowing from 19’’ in 2011 to 22’’ in 2013 »
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SHARE OF OLV BUYING PROGRAMMATICLY WILL GROW YoY
X3Vs. 2013
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BUT ONLY RTB GIVES US THE AGILITY TO TARGET ADVERTISER CLUSTERS …
DataSmart TV
Mobile
Desktop
Internet user
Inventory
100% targeted impressions
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Upfront Buying
Capping =3 Capping =3 Capping =3
frequency = 4
frequency = 3
Capping = 3
… AND MANAGE CROSS NETWORK CAPPING TO INCREASE REACH
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RTB KEY BENEFIT:PAY THE RIGHT PRICE FOR EACH IMPRESSION
Source : Google
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THE FUTURE OF TV ADVERTISING