Automation, integration and effectiveness - Programmatic Buying and its future in CEE - presentation from iForum conference, Kiev 2014

AUTOMATION, INTEGRATION AND EFFECTIVENESS -
PROGRAMMATIC BUYING AND ITS’ FUTURE IN CEE
Marta Klepka, CEE
Digital Director
Publicis Groupe

THE STORY BEHIND
PROGRAMMATIC
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.

TOO
COMPLEX
TO
MANAGE
MANUALLY

DATA & RTB HAVE SAVED DIGITAL
ADVERTISING
GLOBAL RTB
SPEND
TO INCREASE
266% BY
2015**
GLOBAL
DISPLAY
SPEND TO
INCREASE
70.4% BY 2015*
*Source: ZenithOptimedia
**Source: IDC

ONLINE DISPLAY HID SERIOUS
INEFFICIENCIES
Source: Rubicon Project

PUBLISHERS
HAVE ALLOWED
DISPLAY TO
BECOME
COMMODITISED

Real time bidding (RTB) brings back the productivity
Bulk buying inventory
Old world (pre AOD)
Real-time bidding
New world (since AOD)

But programmatic is more than just RTB
Reservation
type
Pricing Participation Terminology
Reserved
Unreserved
Unreserved
Unreserved
Fixed
Fixed
RTB
RTB
One buyer
One buyer
All buyers
Select buyers
Programmatic guaranteed
Programmatic premium
Programmatic direct
Programmatic reserved
Private marketplace
Preferred deals
Private access
First look
Open exchange
Open marketplace
Private marketplace
Private auction
Closed auction
Private access
Automated guaranteed
Unreserved fixed rate
Open auction
Invitation only auction
Buy type

1990’s
Today
Advertisers purchase
majority of inventory
through publishers
directly
Agency Trading
Desks grow into
centers of display-
buying expertise Programmatic
inventory scales to
private exchanges
and programmatic
premium
Ad Exchanges
emerge to address
marketplace
inefficiencies
Ad Networks
consolidate longtail
and remnant
inventory
Demand Side
Platforms (DPSs)
access exchange
inventory in single
environment
Each display market goes through an evolution

AUDIENCE ON
DEMAND

Considerable global expertise
440 BILLION
IMPRESSIONS
GLOBALLY
GROWTH
RATE
OF 160%
LIVE IN 42
MARKETS
2,652
CLIENTS
110,000+
CAMPAIGNS

Key points of differentiation
Programmatic
All ads bought
programmatically, specifically
for each individual advertiser
100%
Scale, reach and quality
Sites available, private
marketplaces, VivaKi Verified
130k
Data policy
No data is shared between
clients under any
circumstances
Technology
Proprietary analytics, licenced
leading bid management tools
Transparency
Full publisher list/bid
price/remarketing strategy
visibility

Security in VivaKi Verified
Data providers are put through a legal &
technical vetting process to ensure capabilities,
brand safety and OBA compliance
Websites undergo human and technology
inspections to confirm adherence to industry
safety standards.
Technology providers go through a 300+ point
inspection process and pilot testing to validate
existence of mission-critical criteria and platform
functionality
Data
Media
Technology
VivaKi Verified is a certification
process developed by AOD in June
2010 indicating a partner has been
thoroughly vetted and meets AOD’s
standards of performance and
transparency

Pioneering in the area of Private Marketplaces
 First look access
 Lower floor prices
 High impact creative sizes
 Restricted auctions
 Specific placements on a site
 Coupled with publisher data

Pairing inventory with publisher data
Demographics
Lifestyle
Category
shoppers
In-market
Brand Real time first
party publisher
data
Gender
Families, Dad’s
Technology shoppers
(dozens of top level retail categories)
In-market for laptop, tablet…
(hundreds of in-market audiences)
In-market for Acer…
(thousands of brands)

AOD works across both
BRAND
DIRECT
RESPONSE

Awareness
Intent
Desire
Action
Source: Elias St. Elmo Lewis
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Ideally use programmatic throughout the funnel
Brand blasts
High impact formats
Native advertising
Video and mobile awareness
Keyword contextual targeting
3rd party audience buying
Lookalike modelling
Retargeting
Retention targeting
Social engagement

Building audiences through 3rd party data
Age 18-34
Early adopter
Income £30-50k
Bikes to work
Likes apple products
Wears glasses
High school educated
Pop culture obsessed
Male
Hipster
Tech enthusiast
Publisher data
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates

Scaling through audience lookalike modeling
Algorithmic profiling
Male
Tech enthusiast
Pop culture obsessed
Income £30-50k
Hipster
High school educated
Likes apple products
Age 18-34
Bikes to work
Wears glasses
Early adopter
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates

Retargeting using programmatic
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates
Homepage
Low frequency
Low bid
Landing
pages
Low frequency
Low bid
Generic
pages
Medium frequency
Medium bid
Brand
message
Brand
message
Choose a
product
High frequency
High bid
Choose an
option
High frequency
High bid
Accessories
High frequency
High bid
Basket
Max frequency
Max bid
Checkout
Max frequency
Max bid
Excluded
Existing
customers
Excluded
Confirmation
page
Brand
message
Product
specific
Call to
action
Call to
action
Option
specific
Acc.
specific

Retargeting is more than just messaging
site visitors
Likes
Recommends
Advocates
Awareness
Intent
Desire
Action
VOD
3rd party sites
www.

Retarget users who
have viewed an
advertiser owned video
or YouTube channel
Segment users by
whether they have
subscribes, liked or
disliked the content
YouTube video retargeting
Awareness
Intent
Desire
Action
Likes
Recommends
Advocates

DO YOU CEE
PROGRAMMATIC?

The global growth of RTB
Source: MAGNA GLOBAL, Oct 14, 2013
11%
19%
28%
34%
41%
47%
52%
89%
81%
72%
66%
59%
53%
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 2015 2016 2017
Total US display ad share spend
RTB Direct buys

5% 5%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Poland Czech Republic Russia
Share of RTB adspends in digital
2012 2013 2014
Has started in CEE
Source: Publicis Groupe agencies local estimation

Local Strategy and Sales Centralized Activation
Centre
AOD brings best of local and global know-how
 Local Buying Team
 Dedicated offer per
market segment and
individual Client
 Data providers specific
to market
 Local benchmarks
 EMEA Hub in Amsterdam
 Managed by top
European Specialist
 9 talents/ 11 markets / 6
nationalities / 8
languages

Major local media working with AOD

AOD Russia price optimisation
100
48
100
15
100
25
STANDARD BUYING AOD
COST PER CLICK
PRICE COMPARISON
Run on Network Targeted Retargeting

AOD Poland case for banking sector
 Goal
Performance campaign generating
maximum leads for cash loan
 Strategy
Usage of remarketing lists of
potential clients who seen the
form, but didn’t fill it in, also ads
were targeted to those who have
seen branding campaign
 Results
AOD campaign had 61%
lower leads costs that in
other CPM activations

THE FUTURE …
IS NOW

PARTNERSHIP
APPROACH
Source: DoubleClick blog

PREMIUM
INVENTORY
Source: Smart adserver blog

TRADING GOES
PROGRAMMATIC
Source: Nativemobile.com

Questions?
marta.klepka@vivaki.com
@martaklepka

Automation, integration and effectiveness - Programmatic Buying and its future in CEE - presentation from iForum conference, Kiev 2014

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Automation, integration and effectiveness - Programmatic Buying and its future in CEE - presentation from iForum conference, Kiev 2014