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WELCOME
WELCOME
Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath
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WELCOME TO THE FIRST HALF
MODERATOR: Oliver Gertz, Managing Director Interaction EMEA, MediaCom
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GROWTH OF PROGRAMMATIC IN EUROPE
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Uli Hegge, VP Strategic Development DACH, AppNexus
European programmatic advertising is a �8.1bn market
1,947
3,339
5,685
8,111
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2013 2014 2015 2016
European programmatic ad spend (€m)
Source: IHS Markit and IAB Europe
+71.5%
+42.7%
+70.3%
Half of European display ad revenue is now traded programmatically
81.5%72.4%
60.0%49.9%
18.5%27.6%
40.0%50.1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014 2015 2016
Non-programmatic Programmatic
European digital ad spend by transaction mechanism
Source: IHS Markit and IAB Europe
Beyond the tipping point
17%
83%
Video Non-video
34%
66%
Mobile Desktop
Programmatic ad spend share in 2016
Source: IHS Markit and IAB Europe
WE and CEE share
1,8393,088
5,287
7,501
108
251
398
610
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2013 2014 2015 2016
WE CEE
Programmatic ad spend by region (€m)
Source: IHS Markit and IAB Europe
Programmatic video experiences exponential growth
136275
537
1,370
0
200
400
600
800
1,000
1,200
1,400
1,600
2013 2014 2015 2016
Programmatic online video ad spend (€m)
Source: IHS Markit and IAB Europe
+102.2%
+155.1%
+95.3%
Programmatic mobile spend
222597
1,864
3,500
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2013 2014 2015 2016
European programmatic mobile spend (€m)
Source: IHS Markit and IAB Europe
+168.9%
+87.8%
+212.2%
Programmatic share of format spend
18.5% 17.5%11.1%
27.6% 27.3%
16.1%
40.0%
53.0%
22.8%
50.1%
64.9%
46.5%
0%
10%
20%
30%
40%
50%
60%
70%
Display (including video & mobile) Mobile Display Video
2013 2014 2015 2016
Programmatic share of format spend
Source: IHS Markit and IAB Europe
Post-Programmatic era?
• Growth everywhere; channels, formats and markets
• Video is the New Star
• Obvious room for more Growth and Optimism
GROWTH OF PROGRAMMATIC IN EUROPE
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Uli Hegge, VP Strategic Development DACH, AppNexus
ATTITUDES TOPROGRAMMATIC ADVERTISING
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David Goddard, Global Head of Programmatic Trading, BBC Worldwide
Targeting efficiencies still driving buy-side adoption
Three quarters of advertisers and agencies
cite targeting efficiencies as a key driver for programmatic investment
Programmatic video is key to advertiser adoption
49% of advertisers
cite being able to engage with their audiences via programmatic video as a key driver to investment
Client demand is key to publisher adoption
71% of publishers
are investing in programmatic due to client demand, half are hoping to gain competitive advantage
Fraud, brand safety and transparency bottlenecks to investment
Brand safetyAdvertisers – 37%
Agencies – 44%Publishers – 33%
FraudAdvertisers – 46%
Agencies – 40%Publishers – 33%
Costs are also a concern
The cost of data and technology are a concern
Half of publishers cite cost of technology as a barrier to programmatic investment
Impacts of programmatic trading beyond efficiencies are realised
Faster campaign set up and go live
Advertisers:2016 = 33%2017 = 60%
Better campaign reporting
Advertisers:2016 = 29%2017 = 49%
In-house operations becoming more prevalent
23%advertisers
54%agencies
44%publishers
Advertisers
88%
Agencies
93%
Publishers
88%
Percentage of stakeholders that cite an increase in programmatic over the next 12 months
Investment in programmatic is set to continue to increase
ATTITUDES TOPROGRAMMATIC ADVERTISING
David Goddard, Global Head of Programmatic Trading, BBC Worldwide
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DELIVERING TRANSPARENCYIN PROGRAMMATIC
Ryan Cook, Director Global Programmatic Demand, Teads
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The need for transparency
40% of advertisers cite transparency as a barrier to further programmatic advertising investment.
Swift, transformational change in accountability and transparency is needed.
We need better advertising to drive growth… enabled by media transparency to drive a clean and productive media supply
chain.
Marc Pritchard, Chief Brand Officer, P&G
“
IAB Europe Transparency Guide
This guide was developed by the IAB Europe Transparency Working Group. It provides questions for stakeholders to ask of their supply chain partners in relation to the transparency of data, cost and inventory source.
IAB Europe Transparency Guide
IAB Europe Transparency Guide
To ensure clean advertising
ü No fraud ü Brand safety ü No resellingü User experience
Strive for quality inventory
65% 64% 69%
57%
65%
48%
All Desktop Mobile
70% 71%
65%
49% 48% 51%
All Desktop Mobile
Teads programmatic campaigns
Moat programmatic benchmark
% viewable impressions (50% and 2 seconds)% completed views
To achieve greater brand lift
When compared to the average of YouTube Pre-roll and standard pre-roll, inRead was more effective across brand metrics
Online ad awareness:
+55%Unaided brand
awareness:
+84%Message
association:
+44%
Viewability and time matters for display as well
Source: Lumen Research UK – eye tracking June 2016
Viewability and viewing rates beyond a second Engagement curve over all impressions
Industry support for Ads.txt
Industry Wide Coverage• 12.8% of top Alexa Top 10K websites• 3K domains have Ads.txt files• 137 ad tech partners are in those files• Publishers with files average:
• 8.7 accounts• 4.8 ad tech partners
DSP Ads.txt Initiatives • DBM – will only buy a publisher’s inventory from sources
identified in its ads.txt file (when a file is available)• Mediamath – Curated Marketplace will only buy across
Ads.txt sources• AppNexus – using Ads.txt to strengthen existing inventory
quality programs• DataXu – launched Validated Inventory Marketplace
DELIVERING TRANSPARENCYIN PROGRAMMATIC
Ryan Cook, Director Global Programmatic Demand, Teads
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BREAK
HOW TO BUY PROGRAMMATICALLY
Oliver GertzManaging Director Interaction EMEA,
MediaCom
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Pavlina VasilatouDigital Media,
Programmatic and Trading Lead, Nestle
Dave ReedManaging Director EMEA, MediaMath
Emmanuel OgidanCommercial Director
UK and Ireland,FreeWheel
Simon HalsteadChair IAB Europe
Programmatic Trading Committee and Head
of Open Demand International, Oath
MODERATOR
PANEL
HOW TO SELL PROGRAMMATICALLY
Oliver GertzManaging Director Interaction EMEA,
MediaCom
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David GoddardGlobal Head of
Programmatic Trading, BBC Worldwide
Bill KrumpermanAdvertising Platform
Senior Business Advisor, Schibsted
Luke FenneyVP Publishers
Development, Index Exchange
MODERATOR
Alex MerwinVice President
International, SpotX(RTL Group)
PANEL
SUMMARY OF THE FIRST HALF
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MODERATOR: Oliver Gertz, Managing Director Interaction EMEA, MediaCom
LUNCH BREAK
WELCOME TO THE SECOND HALF
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MODERATOR: Joanna Burton, Vice President European Strategy, SpotX (RTL Group)
USING DATA EFFECTIVELY IN PROGRAMMATIC
Josie Howard, Head of Bidder Development Europe, Oath
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Understanding audience data
First party datae.g. transactional or registration CRM data (online or offline) / website data and campaign performance data
Third party datae.g. interest data, purchase intent data, geo data, demographic data
Second party dataAnother stakeholders’ first party data
Steps to use data effectively
1.Match data to
campaign objectives
Steps to use data effectively
1.Match data to
campaign objectives
2. Use audience data to
enhance creativity
Steps to use data effectively
2. Use audience data to
enhance creativity
3. Use campaign data
to optimise performance
1.Match data to
campaign objectives
The challenge of cross-device
Data considerations
1.How are buyers are using publisher and
user data?
Data considerations
1.How are buyers are using publisher and
user data?
2.Data
Remuneration
Data considerations
3. Limitations of scale –
balance of using scale and targeting
to achieve objectives
1.How are buyers are using publisher and
user data?
2.Data
Remuneration
USING DATA EFFECTIVELY IN PROGRAMMATIC
Josie Howard, Head of Bidder Development Europe, Oath
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PROGRAMMATIC MOBILE
Andrew Buckman, Managing Director EMEA, Sublime Skinz
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Why programmatic mobile?
Mobile advertising environments
Mobile web
Mobile advertising environments
Mobile web Responsive website
Mobile advertising environments
Mobile web Mobile appResponsive website
The attribution challenge
The attribution challenge
Rules based Calculated (statistical)
Two categories of models
Creativity considerations
68%feel annoyed
45%feel frustrated
22%feel angry
Moving away from disruptive formatsResearch shows that after accidentally clicking on a mobile ad
Creativity considerations
DisclosureIntegrationFunctionForm
PROGRAMMATIC MOBILE
Andrew Buckman, Managing Director EMEA, Sublime Skinz
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BREAK
WHAT’S NEXT FOR PROGRAMMATIC IN EUROPE?
Joanna BurtonVice President
European Strategy, SpotX (RTL Group)
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Tom MillsGlobal Head of Client Operations, Affiperf
(Havas Group)
Dan WatsonDigital Director,
Carat
Phil DuffieldManaging Director, Adobe Advertising
Cloud EMEA, Adobe
MODERATOR
Andrew BuckmanManaging Director
EMEA, Sublime Skinz
PANEL
SUMMARY OF THE SECOND HALF
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MODERATOR: Joanna Burton, Vice President European Strategy, SpotX (RTL Group)
THANK YOU
Simon Halstead, Chair IAB Europe Programmatic Trading Committee and Head of Open Demand International, Oath
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RESOURCES
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