programmatic branding in 2015
DESCRIPTION
TubeMogul talks programmatic at CES 2015TRANSCRIPT
Programmatic
Branding in 2015January - CES
Remember When?
Remember When?
Remember When?
Software is
Eating the
World…
…Software is
Improving
Media Buying
Agenda Key Theme: A roadmap for building a programmatic branding business
1. TubeMogul Overview
2. Market Overview & Trends
3. Building a Programmatic Business
Enterprise Software for Digital Branding
Our Software in Action– for Brand Advertisers
Market
Overview &
Trends
Television: The Original Brand-Building Medium
Major Brands Were Born
But Today’s Viewers Move Seamlessly Between Channels
Source: eMarketer. 2014.
Reaching A Target Audience Getting More Difficult
TV Buying Used to Mean…Buying TV
60% Solution, Incremental Reach on TV is Expensive
Reaching TV’s 4th
and 5th quintile is
becoming
exceedingly difficult
&
expensive
Everyone Loves Video
61% of the U.S. population is exposed to video ads. Each of those people
views 61 video ads per month, accounting for 88 billion video ads and more
than 13 billion minutes watched every month.
85.92
89.43
87.1786.31
85.5184.61
85.19
82.00
83.00
84.00
85.00
86.00
87.00
88.00
89.00
90.00
AGE12-17
AGE18-24
AGE25-34
AGE35-44
AGE45-54
AGE55-64
AGE65+
Series1
Percentage of Internet Audience
that View Video
Source: comScore Video Metrix, Feb 2014
Pe
rce
nt
Pe
r M
on
th
Demographic Breakdown
Of Video Viewers
1%
9.1%
22.2%
26.4%
19.0%
13.4%
5.8%
3.1%
AGE 1-11, Index 006
AGE 12-17, Index 112
AGE 18-24, Index 224
AGE 25-34, Index 196
AGE 35-44, Index 141
AGE 45-54, Index 092
AGE 55-64, Index 051
AGE 65+, Index 024
81% of viewers are 18-54
DESIGNED
The Post-Desktop Era Begins
Source: comScore Media Metrix Multi-Platform, December 2013
Marketers Responding to Mobile Usage
Source: eMarketer 2014
Marketers Responding to Mobile Usage (Video)
Source: eMarketer 2014
Viewer attention fragmented across devices and platforms
Can’t buy and measure TV and digital video on equivalent basis
Targeting capabilities vary across channels and vendors
Difficult to verify target audience was reached
Reaching A Target Audience Getting More Difficult
Programmatic Trends Look Strong
Logistics to Strategy –Software Does This Today
Why Programmatic Matters for Brand Marketers
Test & Learn Optimization Drives Performance
Programmatic Video Experiencing Rapid Growth
f
Source: Forrester Consulting, “RTB Powers the Rapid Growth of Online Video”
Real and Perceived Challenges to Tackle
InventoryQuality & Scale
RTB Exchange Traded Video Impressions (Billions)
Source: SpotXchange
Open Inventory – Tier 1, comScore Top 100
Source: TubeMogul
If The Inventory Sounds Too Good to Be True…
Site Selection, Transparency
huffingtonpost.com
nytimes.com
iconpopquiz.com
youtube.com/enews
viewster.com
cbsinteractive.com
Actionable Viewability Reporting
Quantitative Approach to a Qualitative Problem
Source: TubeMogul
Analyze the Impact of Every Inventory Channel
Brand Lift by Channel – Control vs. Exposed to Ad
Programmatic
Direct
Ad Network Direct
Publisher-
Served
Exchange
Inventory
Are you getting premium performance for the cost?
Drive inventory and publisher ACCOUNTABILTY with UNIFIED tracking and common metrics across all sources
Key Takeaway
MultiscreenPlanning, Buying Targeting and Measuring
Media Mix – Increasing Reach at a Lower Cost
Video Fragmentation Presents Challenges
• Creative Execution across Formats &
Devices
• Understanding Optimal Reach & Frequency
across Channels
• Implementing Audience & Location
Targeting across Cookie-less Channels
Upload & Transcode for Any Device, Format
Creative Execution Across Formats & Devices
Pre-Roll Connected TV Mobile Interactive Pre-Roll
Future State - Cross-Screen Planning and Buying
Plan, buy and optimize across all screens and formats – including TV
Assess Incremental Value of Each Screen
Optimize by Reach or Frequency
Begin unifying your targeting parameters across screens.
Simplify creative execution across all screens.
Key Takeaway
MeasurementWhat’s Happening Now. What Should Happen in the Future.
Establishing Metrics That Matter
“Immovable” Metrics
Innovative Metrics
Standardization of KPIs creates data-driven decision making for Branding.
Key Takeaway
Team StructureResources and Organization
The Face of the Media Buyer is Changing
Hire for the Future: Data Analyst, Publisher
Development, Ad Operations, etc.
ActivationGet Started Today
Iterative Testing & Learning
Programmatic Video Becoming Larger % of Video Market
Source: eMarketer, April 2013
The Focus of Brand Dollars
* PROJECTED SPEND. Source: Statista. 2014.