2. 2
Programmatic Has Arrived
Note: Digital display ads transacted via an API, including everything from publisher0erected APIs to more standardized RTB technology; includes native ads and ads on social networks like Facebook
and Twitter; includes advertising that appears on desktop/laptop computers, mobile phones, tablets and other internet-connected devices; *includes banners, rich media, sponsorship, video and other
Source: eMarketer, Sep 2016
$11.59
$17.50
$25.23
$31.87
$37.88
55.0%
65.0%
73.0% 78.0% 82.0%
145.3%
51.0%
44.2%
26.3% 18.9%
2014 2015 2016 2017 2018
Programmatic digital display ad spending % Change Percent of total digital display ad spending*
US Programmatic Digital Display Ad Spending, 2014-2018
Billions, % change and % of total digital display ad spending*
4. 4
Opportunities and Challenges
What is Native?
76%
63%
53%
40%
32%
19%
Sponsored Content
In Feed Ads
Content Widgets
Promoted Listings
Native Banners
Paid Search
INSTREAM
All: 92%
Power: 93%
OUTSTREAM
All: 43%
Power: 64%
Source: Advertising spend based on IAB data for full year 2015. ~$22B opportunity calculated assuming Mobile ad spend share equal its
respective time spent share. Time spent share data based on eMarketer 4/16. Excludes out-of-home, video game, and cinema advertising.
Time Spent
Ad Spend
Total internet ad spend = $60B,
of which mobile ad spend = $21B
Time Spent In Mobile vs. Mobile Advertising Spend
USA, 2015
~$22B
OPPORTUNITY
VIDEO INVENTORY RICH MEDIA INVENTORYNATIVE INVENTORY
POOR
QUALITY
36.4%
GOOD
QUALITY
63.6%
POOR
QUALITY
27.6%
GOOD
QUALITY
72.4%
POOR
QUALITY
22.4%
GOOD
QUALITY
77.6%
5. 5
Aligning Goals and Expectations
BRAND
PERFORMANCE
M A R K E T I N G F U N N E L
Awareness
Consideration
Conversion
Loyalty
42%
NATIVE
39%
VIDEO
42%
RICH MEDIA
TOP GOALS
PRIORITY
NO.2
59%
NATIVE
48%
VIDEO
65%
RICH MEDIA
TOP SUCCESS METRICS
6. 6
Marketing
Technology
Advertising
Technology
First-Party Data
Second- and
Third-Party Data
Gaining a 360 View of the Customer
CRM
Website
In
Store
Email/
IM
Call
Centers
Events
Social
Media
TV
DOOH
Mobile
Advertising
Desktop
Advertising
Search
Transactions/
purchases
Content
Engagement
Call
Center
Data
Account
data
In-person
interaction
Chat
Search/
browsing
behaviors
Demographics
Purchase
trigger
Geo-
location
Preferences
Needs
Communities
CUSTOMER
360° CUSTOMER INSIGHTS
PRIORITY
NO.3
7. 7
The Consolidation Opportunity
Over 60%
of respondents use between
2-5 platforms
for their programmatic buying
… Volume, Volume, Volume
35%
42%
33%
55%
Pro-consolidation Anti-consolidation
Volume: Performance Volume: Ad Type
The Solution? …
6.8% use 10+
9. 9
Key Takeaways
To capitalize on the next generation of programmatic,
we must:
• Get out of our display shell
• Align our goals and expectations
• Consolidate to achieve a 360 degree view of clients
1 2 3
• Get out of our display shell
• Align our goals and expectations
• Consolidate to achieve a 360 degree view of clients
1 2 3
• Get out of our display shell
• Align our goals and expectations
• Consolidate to achieve a 360 degree view of clients
1 2 3
• Get out of our display shell
• Align our goals and expectations
• Consolidate to achieve a 360 degree view of clients
1 2 3