Sergio Maria - Google

1. SÉRGIO MARIA
GOOGLE

2. TENDÊNCIAS EM PROGRAMÁTICO
MOBILE E CROSS-DEVICES

4. Direct marketers cut waste and
can target at scale
banners on
desktop
Programmatic
goes direct
Brand gets power / efficiency of
audience at scale
+ premium
Multi-screen
Multi-environment
Cross-device
New formats
+ video, mobile
Real-time Bidding
powers audience
buying
Wave
3:
Programma-c
extends
everywhere

5. Publishers create the moments that matter

6. Publishers to connect advertisers with consumers

7. Mobile dominates user time spent
Google Confidential & Proprietary
Source: comScore media metrix multi-platform & mobile metrix, US, March 2013 - June 2014
Mobile overtakes
Desktop
Mobile App overtakes
Desktop

8. Time spent with Video
11%
CAGR
-1.8% CAGR
TV Digital Video
All video growth
is digital
Google Confidential & Proprietary
Source: eMarketer, April 2015

9. Digital video
growth is mobile
37%
CAGR
-1.8%
CAGR
7.8% CAGR
Desktop/Laptop Other connected devicesMobile
Google Confidential & Proprietary
Source: eMarketer, April 2015

10. IN THE SPOTLIGHT: TRENDS TO WATCH
MAXIMIZE
EVERY
IMPRESSION
PROGRAMMATIC
AND DISPLAY…
AND MOBILE…
AND VIDEO
PROGRAMMATIC
DIRECT AND
GUARANTEED
PLATFORM
CONSOLIDATION
1 2 3 4

11. PLATFORM CONSOLIDATION
IN THE SPOTLIGHT: TRENDS TO WATCH

12. BCG conducted an independent study to understand the
impact of programmatic revenue and best practices
Determined largest drivers of revenue
Distinguished programmatic activities that
add value from those that detract value
Identified best practices for
programmatic success
Source:
h9ps://www.bcgperspec-ves.com/content/ar-cles/media-­‐entertainment-­‐marke-ng-­‐programma-c-­‐path-­‐profit-­‐publishers/

13. Simplifying onto a single stack improves performance
Discrepancies for unified stack
vs. 3-10% in non-unified stack
<0.5%
Uplift in revenue for pubs using
EDA
12%
SSP is more efficient due to
reduced ad ops overhead
1

14. The study determined that publishers can outperform the
market by following four key steps
Adopt a cross-
channel data-driven
strategy
Segment & match
inventory with buyers
Assemble the
right technology
Develop go-to-market
& analytic capabilities
Publishers can maximize
revenues by analyzing
advertiser and user data in
order to develop a clear view
of the propositions that sell
best on each channel
Publishers can significantly
enhance the value they
deliver to advertisers by
using both dialogue and
data to build a clear
understanding of buyer
preferences
Assembling the right
“stack” is critical to
revenue generation, since
the stack provides access to
advertiser demand as well
as tools, algorithms and
options for maximizing
revenues
Publishers are already
developing their teams in
such critical functions as
proposition development
and pricing, sales, and
analytic yield management

15. The right technology enables publishers to drive revenue
growth and increase operational efficiencies
+10% +24%+30%
More
impressions
Higher CPMs
More
efficiency

16. A
single
stack*
increases
opera-onal
efficiencies
by
30%+
All publishers
in the study
Publishers using
a single stack
Best-in-class
publisher using
a single stack
Non-value-adding
activities
Value-adding
activities
-30% -60%
* Single stack denotes a technology set-up with one ad server and one SSP
** Typical monthly activities include monitoring & optimisation, reporting, billing and creative review; exclude time spent setting up individual programmatic deals
● Programmatic teams spend a lot of
time on non-value add activities --
on average, spending only 19% of
their time on value-adding activity
● Publishers using a single stack
spend up to 60% less time on
programmatic activities

17. A
unified
plaIorm
increases
CPMs
by
up
to
24%
• BCG analysis found that Enhanced Dynamic
Allocation increases CPMs on average by 12%
and up to 24%
DoubleClick’s Enhanced Dynamic Allocation
provides robust decisioning capabilities and
ensures demand prioritisation across direct and
programmatic
Enhanced Dynamic Allocation available only on
DoubleClick’s unified sell-side platform
+12%
+24%
Average Programmatic CPMs

18. MAXIMIZE
EVERY IMPRESSION
IN THE SPOTLIGHT: TRENDS TO WATCH

19. Google Confidential & Proprietary
Advertisers are looking for
the right moment

20. Google Confidential & ProprietaryGoogle Confidential & Proprietary
Competition drives up yield

21. Google Confidential & Proprietary
Reducing competition
risks yield

22. Demand
is
no
longer
exists
in
silos,
it
comes
from
everywhere
Once upon a time: two
demand sources
Yesterday: a middle
ground opened up Today: any given buyer &
channel might be best for
any given user moment

23. Segmenta-on
is
a
weak
founda-on
for
revenue
growth
Fixed allocation
leaves money
on the table
Manual yield
management is
inefficient
First-look deals
lock out
competition

24. Programma-c
is
not
just
about
remnant
inventory
Awareness Consideration Favorability Intent Purchase
Upper Funnel Lower Funnel
Brand Performance
Today
Future
Programmatic
Reservation, Direct, Open
Reservation Buys
Reserv.
Buys
Programmatic

25. PROGRAMMATIC DIRECT
AND GUARANTEED
IN THE SPOTLIGHT: TRENDS TO WATCH

26. New
deal
types
to
support
publishers
Open Auction
Hundreds of buyers
competing
Private
Auctions
Invitation only
auctions
Preferred
Deals
Fixed price,
one-to-one
deals
Traditional
tag-based
Guaranteed,
direct deals
Exclusive & NegotiatedOpen & Liquid

27. New
deal
types
to
support
publishers
Open Auction
Hundreds of buyers
competing
Private
Auctions
Invitation only
auctions
Preferred
Deals
Fixed price,
one-to-one
deals
Traditional
tag-based
Guaranteed,
direct deals
Exclusive & NegotiatedOpen & Liquid
Programmatic
Guaranteed
Programmatic,
guaranteed, direct
deals
Programmatic direct deals

28. The power of
programmatic,
the CPMs of direct,
and a workflow all
it’s own
Google Confidential & Proprietary

29. Programmatic Guaranteed
sees CPMs 10x to 20x
open auction
3x to 4x preferred deals
and private auctions
Google Confidential & Proprietary

30. PROGRAMMATIC
AND DISPLAY…
AND MOBILE…
AND VIDEO
IN THE SPOTLIGHT: TRENDS TO WATCH

31. 98%
% of 18-34 year-olds that reported using each device to watch video content in daily video diaries
Smartphone
56%
Computer
19%
Tablet
81%
TV
18-­‐34
year-­‐olds
default
to
their
smartphones
to
watch
video

32. Planning
for
TV
Buying
has
Become
Complex

33. A
mone-za-on
solu-on
for
all
devices
and
formats
-­‐-­‐
across
the
web
and
mobile
apps
Trafficking Inventory Forecasting Reporting
Targeting Creatives Google Third-party
DIRECT SALES INDIRECT SALES
Comprehensive
cross-platform solution
to help you accelerate
your digital ad operations
and generate even
greater returns

34. Obrigado
savila@google.com