Embed Size (px)
DESCRIPTION
Presented by Robin Zieme, VP Video & Global Media at Adconion Direct, at IAB Canada's X-Series: RTB event in May 2013.
Citation preview
RTB: The Future of Cross Channel
Robin Zieme – VP Global Media Tina Barnes – VP, Managing Director Adconion Canada
300 YEARS OF MEDIA BUYING
1700s • Newspaper and magazine media buying • First direct sales
LAST 150 YEARS OF MEDIA BUYING….
1880s-1930s
• First agency buying from print and then radio
1950s
• Television Spots • First TV upfronts focused
on new car models
1990s
• Digital media buying begins
ANALYTICS
MOBILE DEVICES
AD SERVERS
AD NETWORKS HORIZONTAL
DATA SUPPLIERS
VERTICAL CUSTOM
AD
OPERATORS
DMPs & DATA
AGGREGATORS
AD EXCHANGES
TARGETED
AD NETWORKS
CREATIVE OPTIMIZATIO
N
YIELD OPTIMIZERS
TRADING DESKS
RETARGETIN
G
VIDEO
VERIFICATION
DSP
MEDIA PLANNING
SHARING DATA
SOCIAL TOOLS
TABLETS
CONNECTED DEVICES
LAST 10 YEARS OF MEDIA BUYING….
10 YEARS OF AD EXCHANGES
2000-2002
• Overture / Goto Patent • Search marketplace • $2.9BB for Engage • $1.6BB for Overture
2003-2004
• Google launches Adsense • SEMs begin
programmatic bidding • APIs
2005-2006
• Exchanges created - Manual Bidding
• Display
2008-2009
• RTB bidding starts on SDC/FOX and shortly thereafter – through appnexus
SEARCH /CLICK DISPLAY /IMPRESSION
AD EX / Bidding 1.0
RTB / THE USER
THE LAST 3 YEARS! CURRENT STATE OF EXCHANGES
2010-2012 Exchanges broken into 3 CATEGORIES
AGENCIES NEED NEW BUYING METRICS IN A WORLD OF RTB
WHAT IS SO DIFFERENT ABOUT EXCHANGE BUYING?
- 500
+ 1 million
WHY CAN RTB BE SO EFFECTIVE?
125 SITES
500 SITES
250,000 SITES
1 MILLION SITES
TOTAL CONVERSIONS TOTAL CONVERSIONS
DIRECT TO PUBLISHERS
THE EVOLUTION IS NOT LINEAR!
Sites Homepages Sponsorships
EXCHANGES & AD NETWORKS Audience Demos Psychos Behaviors Re-Targeting Cookies
RTB ON EXCHANGES Users Retargeting Cookies
ALL THREE SHOULD BE
USED IN PARALLEL BY
BUYERS
Source [2011 AMG industry estimates]
2012 ESTIMATED STATS FOR EXCHANGES BUYING & RTB
TOTAL
[3.9% GROWTH]
$160 BB
RTB TODAY: 0.5% of advertising is RTB enabled, bought and sold
$800 MM [ E S T I M A T E ]
RTB
[ 1 0 % G R O W T H ]
$26 BB ONLINE
Source: Emarketer, Forrester, AMG Industry Interviews
Average Estimated RTB CPM
2009 2012 2015
$0.33
$1.35
$2.70?
$3.00 $2.00 $1.00
$1.4 BB [ 5 0 % G R O W T H ]
EXCHANGES
WHAT DO YOU NEED TO BE GLOBAL PLAYER IN RTB?
COOKIE SYNCH WITH
EXCHANGE
RECEIVE BID REQUEST
MATCH CAMPAIGN
&PREDICT BID
PLACE BID WIN/LOSE
WRITE BACK DATA UPDATE
MODEL
REPORTING ANALYTICS INSIGHTS
TRACK CLICKS /CONVERSIONS SERVE THE AD!
START HERE!!!
BID Millions of times for Every BLINK!
RTB BIDDING WORKFLOW
IS IT MAD MEN?
…….OR MATH MEN!!
Impact of NOW - A Multi-Screen World
2005
2013
Consumer activity is simultaneous… are we thinking this way?
THE DAY OF THE SINGLE-SCREEN COUCH POTATO IS OVER!
THE NTH SCREEN WILL MAKE EVERYTHING RTB!
CONSUMERS ARE LIVING IN A REAL-TIME WORLD!
650
