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Making the Great Leap Can Programmatic Truly Cross-Over from Digital to Television?
Digital Programmatic
Audience Targeting via Granular Data
Addressability (1:1 Marketing)
Automated Inventory Management
Both RTB and Non-RTB
Programmatic Universe = Display & Video
Search/Social: 100% Programmatic
Source: Digiday, WTF is Programmatic?
2015 Global Programmatic Spend $14B - 31% of Display/Video
Source: MAGNA GLOBAL, Programmatic 2015: Roadmap for Growth, September 2015
10 14
37
30 32
37
0
10
20
30
40
50
60
70
80
2014 2015 2019
Programmatic Non-Programmatic
Display and Video Spend ($bn)
24% 31%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2019
Programmatic Non-Programmatic
Programmatic Penetration* (%)
Global programmatic spend by format
Source: MAGNA GLOBAL, Programmatic 2015: Roadmap for Growth, September 2015
54%
24%
19%
22%
18%
27%
8% 28%
0%
20%
40%
60%
80%
100%
120%
World 2015 World 2019
Desktop Banner Mobile Banner Desktop Video Mobile Video
Programmatic Spend by Format
2015 73% desktop 26% video 2019 50% mobile 55% video
5 8 12 16 20 25
30 3 4
5
7
0
10
20
30
40
50
60
70
80
2013 2014 2015 2016 2017 2018 2019
RTB Programmatic Non-RTB Programmatic Non-Programmatic
Digital programmatic is still growing, especially full RTB
Source: MAGNA GLOBAL, Programmatic 2015: Roadmap for Growth, September 2015
Global Programmatic Spend and Growth
70%
60%
50%
40%
30%
20%
10%
0%
6 Gro
wth
(%
)
Spend (
$bn)
US, UK, Japan, China, Germany lead in Programmatic Spend
Source: MAGNA GLOBAL, Programmatic 2015: Roadmap for Growth, September 2015
United States
United Kingdom
Japan
China
Germany
Australia
Italy
France
Netherlands
Canada
Brazil
Sweden
Spain
Czech Republic
Argentina
Denmark
Mexico
Norway
India
Other
0 200 400 600 800 1,000 1,200 7,500
UK, Australia, Netherlands, Denmark and U.S. Lead in Share
Source: MAGNA GLOBAL, Programmatic 2015: Roadmap for Growth, September 2015
47% 46% 45% 44% 43%
37%
31% 31% 31% 30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
United KingdomAustralia Netherlands Denmark United States France Belgium Sweden Malaysia Italy
Programmatic Penetration by Country (2015)
Advertisers are leading: 79% in U.S. say they’ve used it
Top Global
Programmatic
Advertisers
include “digital
native”
companies, as
well as major
global
marketers.
Source: BI Science; 2014 ANA/Forrester: Media Buying’s Evolution Challenges Marketers Survey;
ANA/Forrester 2016 Programmatic Media Buying Survey
Programmatic’s top benefits: Targeting and optimization
Base: 91 (2014) and 85 (2016) marketers
Sources: 2014 ANA/Forrester: Media Buying’s Evolution Challenges Marketers Survey; ANA/Forrester 2016 Programmatic Media Buying Survey
62%
62%
66%
76%
90%
68%
59%
76%
76%
2014
2016
Better targeting
Real-time optimization
Managing buys across
multiple channels
Reach customers at multiple
points along the purchase path
Decreased cost of media
Q8. In general, how important are the following potential benefits of programmatic buying? [Percentage of responses 8 and higher on a scale from 1 (not important) to 10 (very important)].
NA
Programmatic TV = Program-Manual
• U.S. 2015: $ 1B (2% of total TV ad spend)
• U.S. 2019: $10B (17% of total TV ad spend)
• Better Audience Targeting using Granular Data
• Initial focus on monetizing unsold inventory, mainly local markets
• Some inventory optimization, but manual I/Os and no RTB
• Pay TV addressable infrastructure only reaches 30% of homes
Source: Digiday, WTF is Programmatic TV?
Perception vs. Reality in Addressable TV (US)
Reality
Linear TV “Programmatic”
Linear TV
Video On
Demand
(VOD)
Digital Video Over The Top
(OTT)
Full
Addressable
TV
Scale (HH’s) 30+M/1% of TV ads 115M/100% of TV ads 100M/95% of TV ads 40M/1% of TV ads <50M/1% TV ads 70M/5% TV ad volume
Perception
Linear TV Full
Addressable TV
Data Sources STB, Nielsen, First Party,
Third Party, Credit-Card
STB, Nielsen, First Party,
Third Party, Credit-Card Cookies / DMPs Cookies / DMP’s Nielsen Rentrak
Programmatic No Data processes automated;
Insertion manual No Yes Mixed Yes
Sold on ROI? Yes No No No Some No