Prsentation PowerPoint

Hi Advertising, meet Mr Big Data12 fvrier 2013

faberNovel 2013 #Strictement confidentielRemember 1996 ?

faberNovel 2013 #Strictement confidentielThe beginning of online advertising: a process inspired by offline media buyingThis direct sales approach is still very active today on the premium inventory market, which is very competitive and puts up high CPMs.Direct salesPrecise knowledge of where your ad will be displayedTargeting based on visited page content#1#2#3I'll pay you 100$ for 1000 impressions of my ad on your homepage. OK, I'll take care of it.AdvertiserPublisher

Mid 90s faberNovel 2013 #Strictement confidentielOn a rpliqu lexistant > on vendait l inventaire en passant par des rgies On restait dans lre du context advertising !

Puis vrai rvolution > Google > on peut travailler la perf, en real time bidding et en user centric

3

The explosion of web inventory volumes led to the development of intermediaries called "Advertising Networks Hey, Ill help you sell all the inventory you haven't managed to sell directly to advertisers (remnant inventory). I'll pay you 1$ for 1000 ad impressions. Hey, I have all this inventory coming from thousands of websites. Give me your ads and I'll take charge of displaying them on pages that are most likely to be read by your target customers.However convenient they can be, Ad Networks have a major drawback : advertisers havevery little controlover where their ads are actually displayed. Inventory available may be of poor quality.PublishersAdvertisers

We have a lot of inventory to sell but not enough media sales force to deal with itWe still have ads to display but not enough time and resources to deal with all the publishers!

Advertising NetworkStep 1Step 22000s faberNovel 2013 #Strictement confidentielRajouter slide principaux ad networks + pourcentage du march > baisse des prix engendre

4Google launched a totally transparent way of purchasing high volumes of targeted inventory : AdWords

2000sWhen search results are delivered, Google also displays sponsored links related to the search keywords: AdWords Ads. faberNovel 2013 #Strictement confidentiel5Advertisers and publishers are turning to real-time bidding (RTB) through Ad ExchangesAD EXCHANGEDemand Side PlatformSell Side PlatformA DSP is a software for transparent automated media buying across multiple Ad Exchanges.An advertiser uses several DSPs.An Ad Exchange is a real-time marketplace that automates inventory buying and selling.Demand for ads and real-time bids (automatic orders)based on data provided by publishers and data possessed by the marketerAvailable inventory and real-time data on who is seeing each piece of inventoryAn SSP is a software for transparent automated media selling across multiple Ad Exchanges. A publisher uses several SSPs.

PublishersAdvertisers

Average number of employees in a big Ad EX: 20 people2012 faberNovel 2013 #Strictement confidentielOK modification

----- Notes de la runion (02/10/12 16:56) -----la colonne du milieu ne ressort pas assez apr rapport aux deux autres

dans les 2 autres : mettre en gras buying et selling uniquement6Source: Real-Time Bidding in the United States and Western Europe, 20102015 , IDC, october 2011U.S : 28%France : 51%CAGR 2011-2015Automated buying through Ad Exchanges is predicted to grow over the next yearsShare of RTB in all display* ad sales in the U.S. and France 20112015201227%15%10%21%9%4%Note: *IAB display formats including richmedia formatsAd Exchanges support IAB and rich media formats but also linear TV ad and radio. As everything is on its path to digitalisation, we will be able to deliver ads in real-time auction to all devices. faberNovel 2013 #Strictement confidentielComprendre sur lensemble du mix media ou cela va t il intervenir ? Car web uniquement 10% des investissements de loreal

Comment les ad ex vont imapcter la tele ?7Quote

If you want to see the future of the ad-tech industry, look to the history of the financial-services industry Andrew Nibley, former CEO of YieldexAdvertising has just begun to emerge from a decade of opaque and information-starved deal-making. As data and analytics become more crucial and available on a large scale, forecasting and spotting future trends is strategic to buyers and sellers.

As Bloomberg or Reuters made financial exchanges faster, more transparent and efficient, we expect that advertising distribution will be managed by computers. faberNovel 2013 #Strictement confidentielOK modification

----- Notes de la runion (02/10/12 16:56) -----we expect (pas de can)managed by computers

8In a data-driven world, marketing and digital technology come together Traditional media will be transformed by digital technology.

The user-centric approach will be the critical component of any media! MEGATRENDS by 2015Interactive TVA/B testingWeb-to-storeSecond screen experiencesReal-time targetingFacial recognitionData ubiquitySentiment analysis faberNovel 2013 #Strictement confidentiel9 To paraphrase John Wanamaker: We now can know which of advertising is useful10

50% faberNovel 2013 #Strictement confidentiel10..Contact..Paris17 rue du Faubourg du Temple75010 Paris+33 1 42 72 20 04meet_paris@fabernovel.comSan Francisco169 11th street San Francisco CA 91 103, USA+1415 626 6406meet_sf@fabernovel.comNew York412 Broadway, Floor 2, NY 10013+1415 298 0209meet_nyc@fabernovel.comMoscow3-iy Monetchikovskiy Peureulok17, Stroenie 2 Moscow 11054+7 (999) 639 80 82meet_moscow@fabernovel.com faberNovel 2013 #Strictement confidentiel