Microsoft Advertising RTA Strategie

The Shift to ProgrammaticSusanne OstertagCountry Manager Advertising & OnlineMicrosoft Österreich

*BI Intelligence Estimates report, Magna Global, IDC, IAB

50% des US Online Display Ausgaben bis 2018 via programmatic prognostiziert*

87% der Werber planen Media via Real Time Bidding zu kaufen

Programmatic Real Time Bidding hat die Werbeindustrie über Nacht verändert

“80% of display spend will transact programmatically within 12 months” – Paw Saxgreen, GroupM DK.

“You should sell programmatic like you do the handsold business. You should come and visit and push the messages like you do so well to the planners” - Amnet DK

*BI Intelligence Estimates report, Magna Global, IDC, IAB

50% des US Online Display Ausgaben bis 2018 via programmatic prognostiziert*

87% der Werber planen Media via Real Time Bidding zu kaufen

Programmatic Real Time Bidding hat die Werbeindustrie über Nacht verändert

“80% of display spend will transact programmatically within 12 months” – Paw Saxgreen, GroupM DK.

“You should sell programmatic like you do the handsold business. You should come and visit and push the messages like you do so well to the planners” - Amnet DK

.. und wächst signifikant, weil es die Bedürfnisse der Advertiser erfülltScale of Inventory Audience

TargetingHöhere Effizienz

Zahlreiche und vielfältige Inventar Quellen

Einfacher Zugang

Besserer Zugang zu noch mehr UserInnen, zeitunabhängig und über alle Touchpoints

Mehr Insights zur Zielgruppe

Höhere Präzision

Zahlreiche Zielgruppensegmente

Weniger Zeit für Adoperations

Weniger Streuverlust

Global Frequency Kontrolle

Messbare Ergebnisse

DataFundiertere Entscheidungen

Effiziente Workflows Kein Papierkram. Weniger Telefonanrufe.

Vorteile für Werbetreibende

PreistransparenzWerbetreibende entscheiden selbst, was ihnen eine Impression wert ist

€

Programmatischer Ansatz sorgt für eine höhere Verbraucherrelevanz

Vorteile für die User

Programmatischer Ansatz sorgt für eine höhere Verbraucherrelevanz

Vorteile für die User

• Zur richtigen Zeit. • Am richtigen Ort. • Mit der richtigen

Message.

Programmatic Buying verbindet Marken mit den UserInnen

€

So funktioniertRealTimeBidding mit Microsoft

348MUUs auf MSN Homepage & Verticals1

32.7BImpressions / Monat2

8BImpressions / Monat auf Windows Tablets and PCs4

252M

Uvs / Monat

Microsoft Advertising: Premium Audience garantiert

Sources: 1. comScore Key Measures, WW, December 2014; 2. Microsoft Internal Data, WW, January 2015; 3. Web only: comScore WW Data, January 2015; 4. Microsoft internal data, WW, October 2014. For iOS and Android, the numbers represent tablet & mobile for Microsoft own & operated apps.

Ads in Apps on

In einem 100% brandsafe Umfeld

10B Impressions / Monat auf Mobile4

Österreich22% Reach1.1 Mio UUs Desktop

Österreich13% Reach667k UUs Desktop

Österreich20% Reach1 Mio UUs

Österreich37 Mio Impressions

Österreich4 Mio Impressions

Ad Sizes Microsoft Ad Exchange (MAX)

*versaTile ads – available in all MAX markets except USA and Korea**Animated 160x600 SSL Creative

300x250

728x90

160x600

320x50

160x600

300x250

300x600

728x90

320x50

300x50

480x80

640x100

350x50

300x250

728x90

300x600

160x600**

versaTiles v2 (100x72)*

Ads in Apps Ads in Apps

24M imps1 61M imps1 25M imps1 4M imps1 37M imps1

MSN combined with Bing Apps means consumers can enjoy a more personalised experience with a seamless cross screen involvement, opening up more opportunities of engagement for advertisers

1 MioUUs/Monat

20% Reach

200Mio MSN nutzen iOS or Android

devices

Hohe Viewability

Raten, ausschließlic

h Scroll Initiated

Ads

425MIO MSN Classic Users globally

Österreich

332 millionweltweit

22%Reach in

Österreich

Desktop only

33%Aller

internationalen Calls viaSkype

Skype offers advertisers a unique opportunity to reach consumers while they are in an intimate environment engaging with their family and closest friends for long periods of time

1,1 MioUUs/Monat

2.8billion Minutenof Calls pro Tag

Österreich

240Mio Users weltweit

With fully integrated ads, audience targeting and advertiser exclusivity, Outlook.com provides a quality and trusted platform for advertisers to reach a huge global audience

Newly designed and integrated user experience

53Outlook.com

Märkte weltweit

667.000UUs/Monat

12,8%Reach

Österreich

MSFTAppNexus

Supply / Sell Side

Den Microsoft Exchange erreichen Sie mit einer Vielzahl von Tech Partnern im Exchange Ecosystem

Tech Partners

Demand Aggregators

Advertisers, Agenturen

DSP

DSP

DSP

DSP

Ad Networks

Agency Trading Desks

Retargeters

Demand / Buy Side

Advertisers

Agencies

Exchange Real-time

Bidding

Microsoft Programmatic Offering

Automated Guaranteed

Automatisiertes Audience Buying, mit garantierter Auslieferung. Integration von Buyer Side and Microsoft Data

DIFFERENZIERUNG:

Precision audience targeting (profile, BT, custom, etc.) and cross devices targeting

Märkte: Pilotmärkte

Microsoft Advertising Exchange Deals

Fortgeschrittener RTB Marktplatze mit privileged / special Terms für Kunden mit fixen Commitments

DIFFERENZIERUNG:

Deal IDs mit Price Discounts, Priority Auction & Contextual Packages

Märkte: 30

Microsoft Advertising Exchange

Ein Realtime Bidding (RTB) Marktplatz mit “raw” Impressions

DIFFERENZIERUNG:

Quality, brand-safe audience inventory at scale

Märkte: 40

Microsoft Advertising Exchange Deals (MAX)

MULTIPLE SCREENS

Private Marketplace (PMP Offering)A real-time bidding marketplace with custom deals, tiered pricing, advantaged pricing, and contextual packages.

MA

RK

ET

AV

AIL

AB

ILIT

Y

FranceGermanyHong KongIndiaIndonesiaItalyJapanMalaysiaMexico Netherlands

ArgentinaAustraliaAustriaBelgiumBrazilCanadaColumbiaDenmarkFinland

PR

EC

ISIO

N

WIT

H Y

OU

R D

ATA

QU

ALIT

Y

AU

DIE

NC

E A

T

SC

ALE

Sports

Entertainment

Autos

Lifestyle News

Money

• Sub-level domain transparency• Contextual packages• Audience targeting• Demographic targeting

Ads in Apps on:

Mar. 2015

New ZealandNorwaySingaporeSpainSwedenSwitzerlandTaiwanThailandUnited KingdomUnited States

Programmatic Shift at Microsoft: Wie wir von den Nordics lernen

DenmarkAutomated Guaranteed & RTB

FinlandOpen Exchange

NorwayOpen Exchange& Deals

SwedenOpen Exchange& Deals

Nordics Pilot: Validating Audience Buying Models, Engagement, & Offering

Market Design

Fully transparent, BT & profile for all bidders

Top Banner in open auction, offer direct RTB deals with BT and Profile targeting

Top Banner in open auction, offer direct RTB deals with BT and Profile targeting

Offers a wider range of options to capture guaranteed, partnership w/GroupM

We Expect to Learn About:

• Customer Engagement Model

• Data leakage in RTB

• Business model incl. roles, process, etc.

• Yield and STR in an open exchange setting

• Customer Engagement Model

• Data leakage in Deals

• Business model incl. roles, process, etc.

• Improvements by including deals

• Customer Engagement Model

• Data leakage in Deals

• Business model incl. roles, process, etc.

• Improvements by including deals

• Customer Engagement Model

• Data leakage in Deals

• Business model incl. roles, process, etc.

• Automated Guaranteed

AccelerationSlow Start Q4 / Dezember.Real progress as of January.We are now breaking programmatic records across the board, DK, FI, NO, and SE.

1. Revenue

EvolutionPartners need a programmatic first sales experience.

Migration of IO based business to Programmatic also accelerating

Engagement of multiple teams and partners at agencies and Microsoft

2. Sales Motion

IntegrationGroupM is our exclusive partner for testing of automated guaranteed

Cautious but steady progress

3. Partnership

Early Status and Learning – First Check in

Wir sehen einen hohen Zuwachs bei der Anzahl der aktiven Kunden

=> N

r of a

dver

tiser

s

=> Time in months from 1-9

Was kommt bei Microsoft Advertising in den nächsten Monaten?

Monetization & Fill Solutions Strategy

Supply Strategy

Data Strategy

MAX strategische Prioritäten in den nächsten Monaten

Automated Guaranteed (in alpha)

Launch & Scale Mobile & Windows In-App inventory

Improved Deal capabilitiesExpand Skype

inventory to additional markets.

Standardize Outlook.com160x600

Video evolution, including Xbox TV ads test

Expand Markets Where Appropriate

Market Strategy

Vielen Dank für Ihre Aufmerksamkeit

Sie haben Fragen? Bitte wenden Sie sich an

Susanne OstertagCountry Manager Advertising & Online Microsoft Austria+43 664 1927432soster@microsoft.com

Hannes EckardtT&E Specialist Advertising & Online, Microsoft Austria & Switzerlandhaeck@microsoft.com