what programmatic advertising learned from canada - microsoft
TRANSCRIPT
5 mind-blowing facts you probably didn’t know about programmatic advertising in Canada…
RJ PauloskiSales Director, Microsoftadvertising.microsoft.ca
$4.07
$8.14 $8.48 $8.52
$1.11 $2.53 $3.31 $0.80
$3.87
$8.57
$-
$5.00
$10.00
$15.00
$20.00
$25.00
2013 2014 2015 2016
Programmatic by Transaction Method
($Billion)
Open Exchange Private Marketplace
Programmatic Direct
$0.08$0.08
$2.92 $5.62 $6.52 $6.26 $1.33
$4.44
$8.36
$14.15
$-
$5.00
$10.00
$15.00
$20.00
$25.00
2013 2014 2015 2016
Programmatic by Device ($Billion)
Desktop/Laptop Mobile
Programmatic spend is increasing at an exponential rateThe definition and spend against different programmatic products does vary, but growth is a common theme
@MSAdvertisingCA
More Data = Better Insights
Brazil
New
Zealand
Australia
Canada
US
Spain
Italy
France
Belgium
Netherlands
United
Kingdom
Norway
Sweden
Denmark
Germany
Americas
Canada
France
US
Brazil
Asia
Australia New Zealand
Europe
United Kingdom
Spain
Netherlands
Norway
Sweden
Denmark
Belgium
Germany
Italy
FY13 ‘The Original 15’
Asia
Japan South East
Asia Hong Kong Taiwan India
Latin America
Mexico OLA
Europe
Switzerland Austria Finland Turkey Portugal Russia
FY14 Expansion
Europe
Ireland
FY15 Expansion
Asia
China
Korea
@MSAdvertisingCA
@MSAdvertisingCA
0%
20%
40%
60%
80%
100%
July
2012
Feb
2015
AGGREGATE STRIP RATE
UNITED STATES | UK | CANADA
Fall 2013
Source: Microsoft MAX 07-12 to 02-15
Canadians caught up to the UK and the United States in only 1 year.
1 Canada was slow to adopt, but caught on fast!
@MSAdvertisingCA
Agency/Atd demand
contribution
AP
AC
FR
AN
CE
Source: Microsoft MAX 09-14 to 02-15
46%
45%
29%
27%
27%
26%
25%
19%
19%
6%Latam
United States
Japan
Grand Total
UK
Germany
France
APAC
Western Europe
Canada
Canadian agencies contribute the most to demand compared to rest of the world.
2 Canadian agencies are in the driver ’s seat…
@MSAdvertisingCA
32%
30%
19%
17%
15%
13%
8%
4%
2%
0%
Canadians lead the world in percentage of RTB Revenue driven via Deal IDs.
Deal ID %
Source: Microsoft MAX 09-14 to 02-15
Latam
France
UK
APAC
Germany
Western Europe
Grand Total
United States
Japan
Canada
3 Canadians really like Deal IDs…
@MSAdvertisingCA
Source: Microsoft MAX 03-15
0%
10%
20%
30%
40%
50%
60%
0
50
100
150
200
250
300
US CA DE UK NO SE FR IT BE DK
Live Deals % In Use
Canadians utilizing programmatic channels to support contextual objectives.
Contextual deal
setup/usage
4 For Canadians, context is still important.
@MSAdvertisingCA
DMP
Data and Deals
Value of Data
Publisher, Adv, or 3P
Insights and ROI
Privacy Policy
G
E
H
SL
SN
AL
Source: Microsoft MAX Global Insights
Canadians are beginning to assess, utilize and take advantage of data across programmatic platforms.
5 Data in driving the next wave of growth.
@MSAdvertisingCA
And a few more unbelievable trends and observations…
+
6 Premium inventory is exploding.
Canadian publishers are bringing traditionally non-programmatic products into the exchange marketplace.
@MSAdvertisingCA
Providing richer and more powerful buying opportunities across all devices.
7 Cross-device Universal ID is making things easier.
@MSAdvertisingCA
8 Viewability and brand safety are still major issues.
Transparency and verification will soon be the price of entry.
!This website has been reported as unsafe
We strongly recommend to discontinue the use of this website.
Register your computer’s security software
The website has been reported to Microsoft for containing threats that might steal personal of financtial information from your computer.
@MSAdvertisingCA
9 Programmatic is disrupting resource models.
Publishers, agencies, marketers are rethinking how they staff, hire and operate.
@MSAdvertisingCA
Mindblown
Thank you!
RJ PauloskiSales Director, Microsoftadvertising.microsoft.ca