programmatic: come cambia l'ecosistemadownload.microsoft.com/download/5/7/f/57fdfc17-1a... ·...

#ProgrammaticMC14Programmatic Master Class 2014

Christina Lundari

Country Manager

Microsoft Advertising

Programmatic: come cambia l'ecosistema

del digital advertising


14:45 Programmatic: come cambia l'ecosistema del digitaladvertising

Michele Marzan, Vice Presidente - IAB Italia

15:00 Area PublisherModera Riccardo Brambilla, Targeting & Programmatic Lead -Microsoft Advertising

Manual vs Automation: Come cambia la strategia digitale degli editori con l'avvento del programmatic

Round Table: Banzai, Manzoni, Mediamond, RCS Pubblicità, Microsoft Advertising

15:30 Area TecnologiaModera Massimo De Magistris, Country Manager Italy -StickyADS.tv

La mission dell'Ad Tech: portare la massima efficienza nella relazione tra supply e demand

Round Table: AdForm, Rubicon, Weborama, Zodiak Active, StickyADS.tv

16:00 Coffee break

16:15 Area Trading DeskModera Corrado Massaro, Media Agencies Sales Lead - MicrosoftAdvertising

Il ruolo del Trading Desk: l'abilitatore programmatico della strategia media dell'Advertiser

Round Table: Amnet, GroupM, OMD, Turbo, Microsoft Advertising

16:45 Area AnalyticsModera Christina Lundari, Country Manager Italy - MicrosoftAdvertising

Il circolo virtuoso degli analytics: dai Big Data agli Actionable Data

Round Table: ComScore, Nextplora, Nielsen

17:45 Chiusura lavori – «View from the deck»

Hervé Brunet, CEO & Co-founder - StickyADS.tv

Didier Ongena, General Manager WE - Microsoft Advertising

17:15 Il Programmatic dalla prospettiva degli Advertiser: due casi a confronto

Marco Storti, Digital Acquisition & Media Planning Manager - Sky

Massimo Bellato, Digital Media Manager - Reckitt Benckiser

Agenda

18.15 Food & Drink & Networking ….

14:30 Welcome e apertura lavori

Christina Lundari, Country Manager Italy - Microsoft Advertising


Michele Marzan

Vice Presidente

IAB Italia

Programmatic: come cambia l'ecosistema

del digital advertising

Programmatic Advertising

Quali driver di crescita nel mercato?

Emulazione TV,

più reachSpostamento

audience

Efficacia &

Efficienza

[e Search]

(da IAB Forum 2013)


From where?


What?

It is not a new type of media, a new format, device,

tactic or audience insight nor is it an inventory

source

It is an automated process for advertisers to buy

media and an automated process for media owners

to sell ad inventory

pro

gra

mm

atic


In which context?

Banner

Video

Social

Search

Classified

Email

Display

Advertising

Inte

rne

t A

dve

rtis

ing

And also,

today or

soon

• TV

• OoO

• Print

• ....


So, what’s the promise…?

in an auction envirorment, where different marketers can bid to show

a different ad to a specific user based on data about that user

Il ruolo dei dati

In sintesi

10ATS PARIS 2012…!

Il ruolo dei dati

In sintesi

11ATS PARIS 2012…!ATS PARIS 2012…!

Senza il Programmatic Advertising

Con il Programmatic Advertising

Risorse non 0,25 ma quasi

Sì

Sì, potenzialmente

Sì

Sì

Sì

KPI più certi e maggior

attenzione al ROI

Flashback su «ATS PARIS

2012»

Sono state mantenute le

promesse ?


Market size?


US Programmatic Ad Spend Tops $10 Billion This Year, to Double by 2016

Automated ads will account for nearly 50% of US digital display market in 2014

http://www.emarketer.com/Article/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016/1011312

http://www.emarketer.com/Article/US-Programmatic-Ad-Spend-Tops-10-Billion-This-Year-Double-by-2016/1011312

The rate of revenue is net of any fees, commissions,

service charges and any other deductions

onlin

eT

V


Market size in Italy

+120/130%

1.Finance

2.Retail

3.Travel

4.Automotive

5.Telco

10

%


Quali le mosse da fare in Italia?

Aziende allocare/riposizionare risorse

sviluppare competenze di business intelligence

non delegare ad occhi chiusi

Publisher qualificare le audience

provare più tecnologie SSP con servizio

private market + open market + direct sales

IAB IAB professional certification (nel 2015)

L’Associazione

www.iab.it

IAB Italia è un’associazione non profit e l’unico organismo

internazionale che rappresenta tutte le tipologie di Aziende sul

mercato della pubblicità online

• Concessionarie / Editori

• Centri media

• Web agency

• Service & Technology provider

• Agenzie creative

• Istituti di ricerca

• Società di consulenza

• Aziende investitrici

http://www.iab.it/

Ispirare, rappresentare e promuovere

l’internet advertising

Cosa facciamo?

• Generare valore per gli associati

• Essere punto di riferimento per le istituzioni

• Condividere dati, tendenze, casi

• Stimolare l’incontro tra domanda e offerta

Mission

Il prossimo appuntamento: domani!

[email protected]


Keynote Area Publisher

Riccardo Brambilla

Targeting & Programmatic Lead


Manual vs Automation: Come cambia la strategia digitale degli editori

con l'avvento del programmatic


“Programmatic” is an Umbrella Term*

“...The flip side of Programmatic is Manual not Premium…”

Open Exchange sales via RTB

• Example: The Microsoft Advertising Exchange (MAX), an open, real-time auction is currently live in 35 markets across the Americas, Europe, and Asia

Private Marketplaces/Exchanges and/or Deal IDs via RTB

• Example: Exchange functionality which enables sellers to designate privileged or specific terms for select buyers

Programmatic Direct/Guaranteed: Automated access to & process efficiency for reserved buys

• Example: Reduced friction in the buying process and booking/order management cycles via on-line tools (i.e. making reserved products directly available to partners via APIs)

“Programmatic” is an Umbrella Term


Why Is Programmatic Growing?

Less time managing

campaigns

Fewer emails,

invoices

Global frequency

control

Numerous

inventory pools

Easy access

More access to

more users, at all

points in time

Deeper insights

about targets

Multiple

audience

segments

Greater precision


The Programmatic era

“In 2017, 83% of UK digital ad spend will be programmatic—at the moment it’s

about 30%.” - Source: emarketer, Nov 2014


Keynote Area Publisher

Riccardo Brambilla

Targeting & Programmatic Lead


Roundtable

Giorgio Galantis, CEO Banzai Advertising

Roberto Zanaboni, Digital Adv Director RCS Pubblicità

Luca Gurrieri, Direttore Div. Stampa e Digital Manzoni

Davide Mondo, CEO Mediamond

Manual vs Automation: Come cambia la strategia digitale degli editori

con l'avvento del programmatic


Keynote Area Tecnologia

Massimo De Magistris

Country Manager Italy

StickyADS.tv

La mission dell’Ad Tech: Portare la massima efficienza nella relazione

tra supply & demand


PROGRAMMATIC TECHNOLOGYIL LATO SEMPLICE DEL PROGRAMMATIC MEDIA

Massimo de Magistris

Country Manager IT/ESStickyADS.tv


Why has « programmatic »become one of the most popular

buzzwords in our industryalthough just one year ago 25% of

U.S. marketers were usingprogrammatic technology?


Programmatic is a way to deal with complexity


5 KEYWORDS

TD - Trading Desk

DSP - Demand Side Platform

AdExchange

SSP – Supply Side Platform

DMP – Data Management Platform


Programmatic made simple


Truth #1

Programmatic trading simplifies our lives: any publisher can serve an ad based on the end user’s behaviours and attributes in 120 milliseconds wherever they are. Anytime. Anywhere.

Truth # 2

With programmatic advertising, technology and data do a majority of the work: enabling the digital medium to reach audiences at massive scale.

Truth #3

The automated process creates media buying efficiencies, from identifying the right audience to purchasing and delivering the actual ad.

Truth #4

Programmatic doesn't mean replacing the human element with computer, it just focuses on eliminating time spent on processes that can be automated, and driven by data.


“Without programmatic solutions, marketers would have a hard time

keeping up with the digital landscape and satisfying customers.

Instead of looking at programmatic as the complex system for advertising,

we should be thinking of it as the tool that simplifies our marketing campaigns

and enables brands to take full advantage of what the digital medium has to offer”

Mediapost, 2014


Keynote Area Tecnologia

Massimo De Magistris

Country Manager Italy

StickyADS.tv

Roundtable

Sara Buluggiu, Sales Director South Europe Rubicon

Roberto Carnazza, Country Manager Italy Weborama

Nicola Drago, CEO Zodiak Active

Alfonso Mariniello, Commercial Director Italy AdForm

La mission dell’AdTech: Portare la massima efficienza nella relazione

tra supply & demand


COFFEE BREAK

15 MINS


Keynote Area Trading Desk

Corrado Massaro

Sales Lead Media Agencies


Il ruolo del Trading Desk: L’abilitatore programmatico della strategia

media dell’Advertiser


In digital marketing, programmatic marketing campaigns are automatically triggered by any type of event and deployed according to a set of rules applied by software and algorithms.

Human skills are still needed in programmatic campaigns as the campaigns and rules are planned beforehand and established by marketers.

Source: Wikipedia

Programmatic Marketing


A centralized service-based organization that serves as a managed service

layer, typically on top of a demand side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media and audience buying. Works as an

agency’s internal “center of excellence” supporting agencies’ teams wishing to tap into this

new buying model on behalf of agency clients.

Source: Forrester Research

Trading Desk


Keynote Area Trading Desk

Corrado Massaro

Sales Lead Media Agencies


Roundtable

Claudio Calzolari, Co-Founder & CCO Turbo ADV

Andrea Di Fonzo, Chief Digital Officer GroupM

Andrea Folcio, CTO Analytics-Tech Lab Director OMD

Massimo Fontana, Managing Director Amnet

Il ruolo del Trading Desk: L’abilitatore programmatico della strategia

media dell’Advertiser


Keynote Area Analytics

Christina Lundari

Country Manager Italia


Roundtable

Andrea Giovenali, CEO Nextplora

Guido Mazzoccola, Audience Business Director Nielsen

Antonio Pepe, Partner di SenseMakers-ComScore

Il circolo virtuoso degli analytics: Dai Big Data agli Actionable Data


Keynote Advertisers

Marco Storti

Digital Acquisition and Media Planning Manager

Sky Italia

Massimo Bellato

Digital Media Manager

Reckitt Benckiser

Il Programmatic dalla prospettiva degli

Advertiser: due casi a confronto

Programmatic & FMCG24 Novembre 2014


Programmatic Buying – KPIs and measurement


Main objectives

KPIs

Reach & Frequency

TargetingCost

saving


InventoryAds Formats


PROSPECT

Content: Site / Contextual

FAVOURABLE

Audience Targeting

Data Segment Profiling

External data source and Segment response

ENGAGED

Keyword Search

Retargeting

1° Party Data

Mixed approach


Reach the Right People

• Was my ad even seen?

• Did it reach my audience?

Reach

Influence their Opinion

• Did it break-thru?

• Did it change opinions?

Resonance


TARGETAge: focus 25-54

Insight: adults & Hard Working & Often on the go

TARGET BUILDING APPROACH

USERS HAS:

Insights: Officies, @Work, Health and Health Conditions, Healthcare, Hygiene and Toiletries + First Party Data INSIGHT

“AND”

HAS NOT

Age: <18 y.o.

Reach & Targeting


Cross targeting and lookalike adiences


BRAND 1 2 3 4 5 6 7 8

1

2

3

4

5

6

7

8

Leverage on retargeting & CRM


SKIN Video BoxPre Roll

Clickers

Non Clickers

Freq 2

Freq 2

Display

Display

Freq 3

Display

Freq 3

Technology matters


BORING

AD EFFECT


Creativity & Technology, a real silver bullet

http://vimeo.com/67117033

http://vimeo.com/67117033


Wrapup

Hervé Brunet

CEO & Co-founder

StickyADS.tv

Didier Ongena

General Manager Western Europe


«View from the deck»


PROGRAMMATIC VIDEO TRENDS ACROSS EU5Hervé BRUNETCEO & Co-founder

StickyADS.tv


TV ADVERTISERS MOVED TO PROGRAMMATIC TO GET MORE REACH AND ACCESS ADDITIONAL CONTENT

OC

TOB

ER 2

01

4

NO

VEM

BER

20

14

36%18%

14%17%

15%

FMCG

Financial & Insurance

TelecomAutomotive

Health & Beauty

23%12%

10%10%

8%

FMCG

TV ChannelsAutomotive

Health & Pharmaceutical

Financial & Insurance


HIGH QUALITY CONTENT MEANS HIGH VTR84% OF VIDEO ADS ARE VIEWED ON

PUBLISHER WEBSITES RELATING TO TV

71% MOVIES

70% MUSIC

69% VIDEO &

COMPUTERGAMES

84% OF VIDEO ADS ARE VIEWED ON PUBLISHER WEBSITES RELATING TO HOBBIES & INTERESTS

Stats: October 2014


ADVERTISERS ENGAGE BETTER WITH THEIR AUDIENCE IN FRANCE & GERMANY

72.02%AVERAGE COMPLETION RATE ACROSS EU5

1 2 3 3

Stats: October 2014


CLEARING PRICES VARY ACCORDING TO INVENTORY QUALITY & PROGRAMMATIC MARKET MATURITY

OC

TOB

ER 2

01

4

NO

VEM

BER

20

1423.16€

6.79€

4.29€

12.41€

16.18€14.08€

4.83€

12.10€

6.77€

22.41€


A COMMON TREND ACROSS EUROPE:

PRIVATE MARKETPLACES


PRIVATE MARKETPLACES ARE LIKE SWIMMING-POOLS

• Preventing from inventory dilution

• Avoiding premium and poor quality content to be mixed

• Chosing who and how one can buy inventory

• Making publishers’ scarce inventory shine

PMPs give publishers and buyerscontrol through:


SSP IS THE GATEKEEPER OF PUBLISHER’S INVENTORY

Publishers Buyers

Your own privatemarketplace

Floor Price

Blacklist

Yield

Reporting

Business Analytics

#ProgrammaticMC14Programmatic Master Class 2014PARIS | MONTPELLIER | MADRID | MILAN | HAMBURG | LONDON

@StickyADStv | www.stickyads.tv

SMART. AGILE. BUSINESS-DRIVEN.

Upload our full version infographicsOctober issue: http://www.stickyads.tv/wp-content/uploads/2014/10/StickyADStv_VideoProgrammaticInfographic_Oct14_Light.jpg

November issue: http://www.stickyads.tv/wp-content/uploads/2014/11/StickyADStv_VideoProgrammaticInfographic_Nov14.jpg


Wrapup

Hervé Brunet

CEO & Co-founder

StickyADS.tv

Didier Ongena

General Manager Western Europe


«View from the deck»

Connecting brands to consumers consequentially across screens

Grazie

79

Thanks!Didier Ongena

General Manager, Microsoft Advertising WE

Email: [email protected]

And now some food & drink …

… and Networking

programmatic: come cambia l'ecosistemadownload.microsoft.com/download/5/7/f/57fdfc17-1a... ·...

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