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Presentation 7 : Erik Portier ; Automated media trading & Real-time-bidding ; new sales model for multiple screen digital video advertising du 3 novembre 2014
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Automated media trading & Real-‐2me-‐Bidding
New sales model for mul2ple screen digital video adver2sing
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The New Normal
A great wind is blowing, and that gives you either imagina:on or a headache Catherine The Great (1729-‐1796)
Amara’s law, we tend to overes:mate the effect of a technology in the short run and underes:mate the effect in the long run. Roy Amara (1925-‐2007)
Moore's law is the observa:on that over the history of compu:ng the number of transistors on integrated circuits doubles approximately every two years. Gordon Moore (1929)
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(Re)Evolu2on
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Science-‐Fic2on
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The Era of the Telenaut
Unprecedented opportunity to innovate
Time ShiDed
TV 'Plus'
Place ShiD
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Evolve or Perish – The Media Darwinism
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Digital didn’t invent Automated Trading
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High Frequency Trading Algorithmic trading have been growing rapidly since mid 1990s and it is expected to account for over 40% of all trading volume by 2015 worlwide. Today, algorithmic trading is widely used by:
Buy Side
Pension Funds
Mutual Funds
Buy-‐Side Ins:tu:onal Traders
Divide large trades into several smaller trades
Manage market impact, and risk
Sell Side
Market Makers
Hedge Funds
Provide liquidity to the market
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Programma2c Media Trading
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Automated Trading
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Selling will be automated globally
Programma2c Deep Control
Open Auc2on Ad Network Op2miza2on
Private Auc2on Preferred Deals Direct Sales
Open & Liquid Exclusive & Reduced Demand
Maximize revenue from every impression
Maximize Yield Networks
Programma2c Mul2ple Buyers
Programma2c One Buyer
Direct Sales Guaranteed
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Machine-‐to-‐Machine Media Trading
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Mul2ple Screens Digital Video Adver2sing
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CTV-‐Telco-‐PlaWorms Datavores
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4 ways TV-‐adver2sing will change during the decade
1. Channels will go away 2. Personal ads only 3. Don’t just watch get involved 4. Real or TV ?
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Pillars Demand Marke2ng Tradio2onal Linear TV
1. Building and contrlling Tv Audiences 2. Managing TV adver:sing Inventory 3. Controlling the commercial value chain 4. Linear TV AD currency – 30’’ GRP
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Non-‐Linear TV – Supply Market
1. Building Alterna:ve TV Audiences 2. Managing non-‐linear ad inventory efficiently 3. Disrup:on control value chain 4. inexistence Non-‐linear TV AD Currency
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Digital Video Ads Inser2on How it Works
Standards : -‐ SCTE35 standard ( Society of Cable Telecommunica2ons Engineers) > Defines placement
digital cue tones or splice points within the MPEG TS -‐ TS condi2oned before splicing defined by the Society of Mo2on Picture and Television
Engineers ( SMPTE) for MPEG2 and by the Digital Video Standard ( DVS) for H.264 -‐ Splice in-‐point signal the posi2on in the stream where there is an opportunity to swith-‐in to
another stream or ad Splice out-‐point defines when to switch-‐out or back to original stream. -‐ Ads splicer communicates the avails to an ad server that stores the ads through the SCTE30
standard. -‐ Ad server streams the ad to the ad splicer once decision to act on avail and select the
appropriate ad to serve
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Digital Video Ads Inser2on How it Works
How it works with programmatic with RTB
MPEG2 Encoder
IVG SCTE35
IPTV Mid-Server
Ad Splicer Ad Server SCTE30
SPOTLINK SSP
- Open source technology - Plug-in based integrations - Extract SCTE30 metadata - IAB vast compliant
SCTE30 VAST 2.0
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Where will you be ?
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Economic Models Managing Disrup2on
Content owners and aggregators crea2ng unlimited channels entering the ad ecosystem. Broadcasters star2ng proprietary distribu2on of own and aggregated content to maintain share in ad ecosystem
Distribu2on entering the content landscape, aggrega2on and the ad ecosystem
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FOOD
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Control Rooms Monitoring Global Campaigns in real-‐2me
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Real-‐2me Monitoring your global campaigns
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Real-‐Time Decisions Data Based
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Insights On Target Groups
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Usage and Frequency Target Groups
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Interests by Age Bucket
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Geo-‐localisa2on based up interests
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6 Jobs that will change the future
