Presented at Hellenic American college on April 28th ( http://haec.gr/en/aboutus/past-events/elias-gagas ) Additional links to material contained within: - http://www.lumapartners.com/resource-center/lumascapes-2/ (these are the Lumascapes - some were included in the presentation) - http://www.conversationprism.com/ (this is the social map) - https://www.youtube.com/watch?v=-Glgi9RRuJs (the video showed)

1. Digital Advertising & Marketing Entrepreneurship
current building blocks and the way forward

4. Things we’ll discuss today…
›Marketing & Advertising quick introduction to key stakeholders
›The “Digital” element in Marketing & Advertising
›The Digital Advertising Paradox
›The Programmatic (R)evolution
›Tailwind overview
› Timeline
› Key offerings
› The story so far – results
› The story so far – lessons learned
›Next steps
›Final thoughts

6. ConsumerBrand

7. ConsumerBrand
Agency Media

8. SupplyDemand

9. Advertising
Market

10. The “Digital” Element in Marketing & Advertising

11. The “Digitization” of Marketing & Advertising follows the ongoing
“Digitization” of our daily lives
The “Digital Consumer/Customer” journey has become substantially
more complex & fragmented
In parallel the “Digital Company / Brand / Advertiser” has been adopting
“Digital” tools & introducing “Digital” skills to respond to the rapidly
changing ecosystem

12. Window Shopping

13. Online Shopping

14. Opinions / Ideas Exchange

15. Social Media

21. Social Map

23. TV
Traditional
Media

24. Digital
Media

25. Same
method of
Advertising
trading

27. WetradeinBULK
eventhoughweusetheonly
realtime–twowayconnected
medium
whichcanprovide
personalizedinteraction!

29. Digital
Advertising
Market

31. “Programmatic buying is the process of executing media
buys in an automated fashion through digital platforms such
as: exchanges, trading desks, demand-side platforms (DSPs)
and supply-side platforms (SSPs).
This method replaces the traditional use of manual RFPs
[Requests For Proposal], negotiations and insertion orders to
purchase digital media.”
(Business Insider, September 2012)
Let’s start with a definition

32. The Core Revolution:
Automation
of media buying and selling
(through technology)

33. RTB = Real Time Bidding
An online advertising technology that enables
you to trade display advertising inventory
- impression-by-impression
- in real-time
- on an auction basis
The protocol for automation is called
& Data
Affecting the valuation of each impression

34. From Media Planning
Attempt to reach the right person with the
right message at the right time
- Using historical information
- Buying in bulk
- Post Campaign Evaluation
The underlying evolution
To Audience Planning
Evaluate each impression in real time
against the desired audience profile
- Using real time information
- Post impression evaluation & feedback

35. Source: IAB Spain 2014

36. Definitions
› AdExchange = Online automated marketplace that facilitates the buying and selling of inventory across
multiple SSPs and DSPs
› Demand Side Platform (DSP) = An advertising technology platform which allows marketers to manage their
online media campaigns by facilitating the automated buying of display media and audience data across
multiple inventory and data suppliers in a centralized management platform.
› Supply Side Platform (SSP) = An advertising technology platform which enables the suppliers of online ads
(Publishers) to offer their inventory through AdExchange(s)
› Real Time Bidding (RTB) = It’s a technology protocol facilitating one of the possible automated trading
mechanisms – a real time auction. For the time being it’s the prevailing mechanism to accomplish automated
trading and as such it’s commonly used in place of the more general term Programmatic. In reality RTB is part
of Programmatic.
› Data Management Platform (DMP) = a unified technology platform that intakes disparate first-, second-, and
third-party data sets, provides normalization and segmentation on that data, and allows a user to push the
resulting segmentation into live interactive channel environments for private use and / or monetization.

37. More than an open bidding exchange…
One to One
Non RTB
Automates Traditional Direct Sales
Longer Commitments
Audience Buying
Buyer Seller
Few to FewKnown as Private Marketplace
Non RTB & RTB
Both parties know each other
Extension of Traditional Direct Sales
Automated Trading
Audience Buying
Many to Many
Known as Open Ad Exchange
RTB
Parties don’t necessarily know each other
Automated Trading
Audience Buying

38. Page 38

40. At Tailwind, we energize publishers &
advertisers to cut through the
complexity of digital business and drive
their business fast forward. Tailwind, a
TDG company, is also the preferred
partner of Sizmek and AppNexus in
EMEA (CEE, SEE & MEA)
tailwind
Overview
"A tailwind is a wind that blows in the direction of travel of an object
increasing the object's speed and reducing the time to reach its
destination."

42. 2012 2013 2014
• Spin Off Tailwind
• 3 People team
• Started Operations
• Programmatic
Project
• Group Initiative
2015
• Full Year
Operations
• >1 million €
revenues
• 12 people
• Launched Project
Agora (GR & RO)
• >3 million €
revenues (budget)
• 2 additional Project
Agora launches
• 25 people

43. tailwind
Services
Summary
Publishers
Focused on solving the struggles of premium publishers
in CEE & MEA, tailwind's Appnexus powered publisher
solutions are delivering revenue increase & cost
efficiencies while retaining full control and transparency
for the publishers. Tailwind offers services in the
following areas:
› Ad-Serving
› Programmatic & RTB Trading (SSP)
› Audience Data Segmentation (DMP)
› Private Marketplaces
› Yield Optimization
› Reach Expansion
› Business Intelligence Insights
› Quality Assurance & Brand Protection
› Rich Media Solutions
› Project Agora

44. Traffic
Generation
Monetization
Efficiency
Evaluation

45. tailwind
Services
Summary
Advertisers
tailwind enables advertisers and agencies to deploy and
optimize their advertising budget across multiple digital
media channels and formats at a maximum ROI.
Being the preferred partner of Sizmek & AppNexus in
CEE & MEA, Tailwind is in the unique position to offer a
range of solutions that work together to deliver the
insights you need to make smarter marketing decisions.
Tailwind services include:
› Multichannel Campaign Management
› Audience Data Management & Analytics
› Monitoring & Optimisation
› Rich Media & Video Across Display & Mobile
› Programmatic Buying (DSP)
› Project Agora

46. Plan
Campaign
Implement
Campaign
Tracking &
Optimization
Reporting

48. 40+
Web Sites

49. The story so far - results
›5 offices
›20 people
›Triple digits YOY growth
›Launched our first proprietary IP
solution – Project Agora
›Leading the Programmatic
(R)evolution across the markets
we cover

50. The story so far – lessons learned
›The digital Marketing / Advertising ecosystem is undergoing a major
paradigm shift / disruption and this indeed creates entrepreneurial
opportunities
›Greece is not enough – you need to have a wider perspective
›The start-up path is a hard one
› You need dedicated people
› You need to understand the hurdles involved!

51. Next Steps
›Geographic expansion of Project Agora
›Continue & Increase the development of proprietary solutions / IP
›Strengthen & grow the team
›Find the next big idea / domain ;-)

52. Final Thoughts
› Digital Marketing / Advertising is a complex environment to navigate, however it
still follows the basic rules of the game!
› Programmatic is a (R)evolution already in the making – it will cause rippling
effects, which will eventually permeate all media, as they become connected
› The combination of the aforementioned creates an ecosystem thriving with
innovation. Supported by high growth rates this is a perfect “incubator” for
entrepreneurship
› You need to understand the key concepts & select expert partners to deliver
Digital. Don’t get lost in the acronyms & jargon!

53. Q&A
eliasg@tailwindemea.net