PowerPoint Presentation
THE VALUE OF DIGITAL PUBLISHERS AUDIENCES
Digiday Publishing SummitSeptember 2014
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PUBLISHERS
PUBLISHER SUMMARYPublishers areMore than ever looking to
Audience-Extension solutionsAre more sophisticated than they were a
year ago, with a greater understanding of Audience ExtensionAre
looking to the future with growing demand for insights and more
visibility
MORE THAN HALF OF PUBLISHERS ARE OFFERING AUDIENCE EXTENSIONQ:
Do you currently offer Audience Extension to your advertising
partners?
INCREASINGLY, PUBLISHERS ARE OFFERING IT ON MOST CAMPAIGNSQ: How
often do you currently include Audience Extension on campaign
proposals?
DEMAND FOR SCALABILITY HAS INCREASEDQ: How do you currently
include Audience Extension on campaign proposals? (please select
all that apply)
77% OF PUBLISHERS HAVE BEEN OFFERING FOR 1+ YEARSQ: How long
have you offered Audience Extension to your advertising
partners?
PLATFORM CHOICE SHIFTING FROM AD NETWORKS TO DMPs & DSPs Q:
What platform(s) are you currently using for Audience Extension?
(Select all that apply)
90% OF PUBLISHERS ARE FAMILIAR WITH AUDIENCE EXTENSION Q: How
familiar are you with the concept of Audience Extension?
INCREASE IN ABILITY TO MEET GOALS AND GROW REVENUEQ: How has
offering Audience Extension affected your revenue? (Please select
all that apply.)
PLAN TO GROW % OF AUDIENCE EXTENSION REVENUE IN NEXT YEARQ: What
percentage of your ad revenue is currently attributable to Audience
Extension?
AUDIENCE-EXTENSION CPMS ARE LOWER THAN OWNED AND OPERATED,BUT
NOT BY MUCHQ: Compared with your on-site inventory, are your
average CPMs for Audience Extension higher or lower?
Q: What development would you like to see in the Audience
Extension category in 2014?
1st-party datatrust high impact units Mobile seamless
integrationaffordability audiencesyndication Assurance that
audience extension will not cannibalize sales on our owned and
operated properties as well as continued data security. Data
securitySafety dataEase of useQuality contentTransparency Niche
targetingQuality niche targetingcross-platform GRPsprivate
marketplaces transparency. PricingCross-platform mobile premium
inventory, sponsorship native demandtransparency white-lists
Premium Value niche Automation API Easy access premium inventory
transparency adoptionnative transparency
standardizationconsolidationintegrationniche1st-party
dataSafetyPricingautomation
pricingEducationdemandtransparency1st-party data14
PICKING A PLATFORM TAKES TIMEQ: How long, from start to finish,
did it take your organization to choose a platform for Audience
Extension?
MULTIPLE VENDORS ARE EVALUATEDQ: How many Audience Extension
partners did you consider during your evaluation process?
EASE OF USE, CONTROL, AND RESULTS ARE TOP REQUIREMENTSQ: How
important is each of the following factors when choosing an
Audience Extension solution?
FEWER THAN HALF OF PUBLISHERS ARE USING A DMPQ: Do you currently
have a data management platform (DMP) solution in place?
IN LINE WITH ECONULTANCY DATA18
EASE OF USE, INSIGHTS, AND SEGMENTATION ARE TOP FEATURES DESIRED
FOR DMPsQ: How important is each of the following factors when
choosing a data management platform (DMP)?
WITH PROGRAMMATIC PUBLISHER ARE FOCUSING ON UNIQUE PROGRAMS Q:
How has the advent of programmatic buying affected your business?
(Please select all that apply)
ADVERTISERS
ADVERTIERS SUMMARYAdvertisersView Audience Extension as a
favorable channel once they adopt it in their campaignsFeel
viewability, performance, and access are important components of
their Audience-Extension programsSee Audience Extension as a way to
make their budgets go further
THEY ARE PARTNERING WITH THOSE THAT OFFER AUDIENCE EXTENSIONQ:
Have you partnered with a publisher offering Audience
Extension?
THEY SPEND MORE WITH PUBLISHERS THAT OFFER AUDIENCE EXTNESIONQ:
How does Audience Extension affect the amount of budget you
allocate to publishers who offer it?
VIEWABILITY AND PERFORMANCE ARE TOP NEEDSQ: How important is
each of the following factors when evaluating a proposal that
includes Audience Extension?
PERCEIVED BENEFITS FOCUS ON PREMIUM AND DIVERSIFICATIONQ: What
do you consider the benefits of Audience Extension? (Select all
that apply)
Q: How would you like to see Audience Extension develop in the
coming year?
http://www.jasondavies.com/wordcloud/#
Resources campaign management MarginAd Operations
optimization,Variable media buying costs Cross-platform support
Centralized inventory management advertiser resistance inventory
cost Technical implementation of tags Additional employees
education and integration In house training and management staff up
on our in-house Buyers due to the growing demand proposals, IOs,
tag distribution, optimizations, billing, auditing -- is resource-
intensive. internal resources
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