24MEDIA PROGGRAMATIC - DIGITAL DIPPLOMA - BCA

2. A streamlined
premium
programmatic offering
PREMIUM PUBLISHERS NETWORK

3. What stands for?
Premium Publishers Network is
an Initiative
# From the Leading Greek Media
Organizations
# To streamline their
Premium Programmatic Offering
# By embracing Technology &
Commercial Experience

4. A Truly Programmatic Advertising Cooperation

5. OUR TEAM
Premium Publishers Network is initiated by Digital Leaders on Equal Base,
open to participation of premium media brands

6. PREMIUM PUBLISHERS ALLIANCE

7. PPN is
100%
Brand Safety

8. PPN is
1.800.000.000
impressions per
month.

9. PPN is
89%
Monthly Reach

10. ENED Publishers Ranking in Pageviews
10
189.192.168
24 MEDIA
129.083.772
DOL
93.024.673
DPG
55.225.354
Golden Deals
29.636.571
Meteo
54.421.242
Pegasus
38.615.750
Naftemporiki
51.311.285
Prime Media
121.202.174
JIP
67.337.673
Pressbox
19.901..627
Mega
51.733.315
Capital
Source: AT Internet | February 2015

11. Why CHANGE ?
Media are not the same

12. Media are NOT the same
In the 1960s,advertising was broadcast…
1 Ad for family of five
1 Device
1 Ad Blasted to Million of people
Planned months in advance
60s
Today we experience 1000s of Ads per day
5 Ads for family of five
5 Devices
Individually targeted Ads
Real Time is necessary
00s

13. Consumers are NOT the same
Sources: Cisco, PWC

14. Advertising?
Media are not the same
Consumers are not the same
… We are still buying media
in an old fashion way

15. The OLD fashion way
Research sites to buy
Call the seller
Setup meeting
Assess opportunity
Negotiate price
Fax insertion order
Create campaign flight in excel
Email excel file & creative
Test campaign
Login to get reports
Adjust campaign settings
Receive invoice
Reconcile adjustments
Send check
Repeat
BUYER
SELLER
Call potential buyers
Setup meeting
Check inventory avails
Negotiate price
Fax insertion order
Receive campaign flight in excel
Receive ad creative
Setup campaign in ad server
Test campaign
Get adjustments from buyer
Adjust campaign settings
Send invoices
Reconcile adjustments
Follow up on collections
Repeat

16. What do we really WANT ?
Bigger scale
To act faster
To be more
targeted Better use
of human
resources

17. ABOUT PPN
WE ARE
PARTNERS
We have always been
trustworthy media
partners for Advertisers
WE INNOVATE
Facing the same
Realities &
Challenges with Media
Industry & Marketers
What Stands For?
WE OFFER
Through content,
advertising space and
relevant audiences

18. Programmatic trends

19. Programmatic trends

20. Programmatic price trends

21. INFO GRAPHIC
Digital Advertising Spending#
Outgrew all other formats#
Growth of Display Advertising#
Display Advertising Spend#9.2 bn
*Source: AdExp Benchmark 2013 IAB Europe
Confronting The Facts
Digital Advertising Spending & Growth in Europe
By increasing 11%
27.3 bn
Faster than Search
#MAJOR CHANGES in the European media landscape

22. CONFRONTING THE FACTS
*Source : Programmatic Market Sizing IAB Europe and IHS Technology, September 2014
#ONLINE will become the biggest advertising medium by 2018

23. The Reality
Managing display ad
campaigns can take up
28% of budget in
overheads compared to
2% for TV

24. #TARGETING emerges as the most important factor behind advertising success
Media is almost
infinite
but...money not
24%
18%
16%
14%
10%
6%
6%
5%
1%
TARGETING
CREATIVITY
VISIBILITY
RESONANCE OF MESSAGE
BOLD & SIMPLE ADVERTS
AUDIENCE "INTERACTION"
PERSONALISATION
BUDGET
OTHER
Which is the most important factor behind a
successful advertising campaign?
THE CHALLENGE
24%
*Source : IAB Europe, research with WARC & AppNexus,June 2014

25. Programmatic will
have a significant
impact on digital
advertising
54%
50%
35%
33%
30%
30%
24%
22%
16%
IMPROVE TARGETING
REACT IN REAL-TIME
REDUCE WASTAGE
PERSONILISE ADVERTS
GMT FASTER
TRACK SUCCESS OF CAMPAIGNS
CHEAPER ADVERTISING
BETTER VALUE IMPRESSIONS
MORE CREATIVE ADVERTISING
As 89% of media professionals
believe with the following key benefits
THE ANSWER
#PROGRAMMATIC TRADING identified as a key driver of improved TARGETING
*Source : IAB Europe, research with WARC & AppNexus,June 2014

26. #Is Not #Is
PROGRAMMATIC TRADING A MEAN TO AN END
VS
but
but
but
but
Where does programmatic fit into the Media Landscape?*
Simply Put it…
#not a new media type
#not a new format, device, tactic
#not an audience insight or
an inventory source
#not a direct response tool
#is an automated process, to deliver
marketing success more effective
#is a way to freeing up more time for
strategy & insight
#is a mean to simply manage &
execute complex media strategies
combining huge data sets in real time
#is a process where branding
objectives can be fulfilled
*Source : Programmatic Trading an IAB Europe White Paper July 2014

27. PROGRAMMATIC TRADING A MEAN TO AN END
Programmatic Trading
Simplifies
the buying &
selling process
By Digitally
Connecting
The buyer & seller
operational &
pricing efficiency
Bringing
The purchase of
ad placement via
trading platforms
Enabling
*Source : Programmatic Trading, an IAB Europe White Paper July 2014
#MEDIA TRADING PROCESS using a technology layer

28. PPN is
Display
Inventory
Video
Inventory
Mobile
Inventory
Contextual Categorization & Audience Segmentation

29. EF
20
40
60
80
100
PPN is
20
40
60
80
100
120
140
160
180
Automation Platform
Audience & Brand
Measurement Video Exchange
1 2 3 4 5 6

30. Automation
Automatic media access gave
birth to programmatic media
and the seeds of an
ad technology renaissance were
laid.

31. What is programmatic
"The use of technology to automate processes and
the use of math to improve results.”
Joe Zawadzki, CEO, MediaMath

33. What if you could buy
advertising as easily as
booking a flight or a hotel?

34. Does it look AWKWARD ?

35. Programmatic vs. Manual buying

36. SIMPLICITY ON EXECUTION
Meets Complex
Media KPIs
Easiest Targeting
through multiply
inventory sources
Real time optimization
on the fly
Easiest Audience
Identification &
Evaluation
Cross device planning
#A DATA-DRIVEN MINDSET in a unified approach
Easiest implementation of combined media buying strategies

37. A WORD OF ADVICE FROM IAB EUROPE
02. Consider
Suppliers
Business Model
If some part of their
business competes with
your own, over the long
term this can be a
considerable business
risk
01. Educate
There aren’t that many
people with
programmatic
experience yet.
Start
educating/involving
yourself and your
employees
03. Audience
Data
Transparency
In order to fully leverage
audience data you need
to have transparency
regarding why and how
each data segment is
defined

38. TYPES of programmatic buying
Programmatic
Guaranteed
RTB
Open Auction
Private Exchange
Invitation Only
Auction

39. Private Exchange
Invitation Only
Auction
Unreserved Fixed-
rate
Programmatic
Guaranteed
RTB
Open Auction
The four types of programmatic selling
FixedPriceAuctionBasePrice
Reserved Inventory Unreserved Inventory

40. PREMIUM
PROGRAMMATIC
OFFERING
A Cross-Devise
Audience Solution

41. PREMIUM MEDIA BRANDS
Brands
Exclusively
Traded
Programmatically
through PPN
BRANDS
CONTENT
FORMATS
DATA
100%
100%
100%
100%

42. PREMIUM CONTENT
Content
Exclusively
Distributed among
the Most Visited
online destinations
in Greece
BRANDS
CONTENT
FORMATS
DATA
100%
100%
100%
100%

43. PREMIUM PLACEMENTS&FORMATS
Placement & Formats
Through Display | Mobile | Video

44. PREMIUM PROPIETARY DATA
Data Through
Europe’s
Audience
Experts
BRANDS
CONTENT
FORMATS
DATA
100%
100%
100%
100%

45. 70 PREMIUM MEDIA BRANDS,
TRULY DIGITAL CHAMPIONS,
EXCLUSIVELY TRADED
PROGRAMMATICALLY THROUGH
PPN
PREMIUM INNOVATIVE SOLUTION
PREMIUM
BRANDS PREMIUM
CONTENT PREMIUM
PLACEMENTS
PROPRIETARY
DATA

46. Starting with...
Creating ALLIANCES
between the biggest digital
publishers in Greece,
PREMIUM
PUBLISHERS
NETWORK
inventory is already close to
the biggest open marketplace
1ST PRIVATE MARKETPLACE IN GREECE
PPN
BIGGEST GR PUBLISHER
GDN
1,8
BILLION
#89% Reach of Greek Online Audience

47. What we
bring?
STREAMILINE AUTOMATION & DATA SOLUTION
Safety
Context
Impact
Audience
Measurement
Optimization
Brand Safety.
Relevant Content
Truly Audience Segmentation
Optimization Tools
Impactful Creative Solutions
Brand Impact Measurement
#SCALE Worth Investing For#VALUE

48. LEARNING FROM CO-OPERATIVES ACROSS EUROPE
Massively Scaled Technology
Big Data +
Science
Network
Effects
14 Patent
Applications
Rubicon Project exists to automate the buying and selling of advertising so
the people in advertising can get back to being brilliant and creative.
o Leading position and market share
in all operating countries
o Connection with 120 DSPs &
Trading Desks
o Connection with all the DMPs around
the world, including Nugg.ad
o 700+ premium publishers around the
world such as Financial Times, News
Corp, The Guardian, CNN, Disney,
Ebay, Viacom, Fox

49. HOW AUTOMATION WORKS
User Visits
Website
or Application
SELLER
★ Finance Ad
6. Place Winning
Ad on Website
1.
Identify User
and Impression
Data
2.
Price the
Impression
HISTORICAL AND
REAL-TIME DATA
3.
Run Real-
Time
Unified
Auction
Buyers
Sync
to RP
User Data
Cloud
Sends
Bid
Requests
4. Check Selling & Quality Rules
Allowed Buyer?  No
Ad Quality?  All OK
Block List?  Competitive Ad Blocked
Price Floor?  Travel Ad Blocked
5. Scan for Malware & Security
Medical Ad
News Ad
Auto Ad
Travel Ad
Finance Ad
Advertiser
7
Agency
2
DSP
8
Ad Network
3
DSP
4
Direct Order
$1.67
Direct Order
$9.20
Static Bid
$0.85
Real Time Bid
$5.89


100s of Bidders
300 Decisions per Transaction
Elapsed Time: 80ms
2.5 Million Times/Second
BUYERS Real Time Bid
$2.15

50. TRANSPARENT OFFERING NOT DRESSED AUDIENCES
01. CONTEXUAL
CLUSTERING
Semi-blind Premium Clustering on :
*Site Level Category e.g News
*Section Level Category
e.g Parenting
02. AUDIENCE
SEGMENTATION
Based on Nugg.ad Data, through
real time anonymous user
profiling over multiple variables
such us sociodemographic,
consumer behavior, product
interest

51. CONTEXTUAL CLUSTERS
Astrology Careers DYI Football Health Lifestyle
News
Business
Recipes Taste
Auto Moto Celebrities Eco Gambling Healthy Food Men
News
International
Relationships Technology
Basketball Cinema Education Gaming Home Deco Mommies
News
Political
Sex Travel
Beauty Culture Fashion Going Out
Home
Entertainment
Music Parents Shopping Weather
Business Diet Fitness Headlines Kids News Pets Sports Woman
#45 contextual clusters

52. TRANSPARENT OFFERING NOT DRESSED AUDIENCES

53. HOLISTIC AUDIENCE SEGMENTATION
# BEAUTY, CARE LOVERS
# FASHION LOVERS
# TECHNOLOGY & GADGET ENTHUSIASTS
# YOUNG MOBILE COMMUNICATORS
# FITNESS & SPORTS ENTHUSIASTS
# CONVENIENCE COOKERS
# FAMILIES WITH YOUNG CHILDREN
# HOUSEHOLD SHOPPERS
# LUXURY SHOPPERS
# SAVERS & INVESTORS
# GAMERS
# CAR BUYERS
# HOME MOVERS
# HOLIDAY TRAVELERS
# CELEBRITY GOSSIPS
# LOHAS
#16 Predefined Audience Target Groups

54. HOLISTIC AUDIENCE SEGMENTATION
Planning to
move to a flat
with product
interest on
furniture &
household
appliances
30 years old
with
interest on
dating
Head of
Household
with
shopping
preference
organic/healt
h foods
Self-
employed
with interest
on computer
and online
shopping
Very High
Personal
Income with
intention on
buying a
car
Based on Nugg.ad’s Audience Expertise Individual Targeting Audiences can be apply ,
profiling user based on multiple variables & combinations

55. THE PROGRAMMATIC ECOSYSTEM WITH NUGG.AD
Nugg.ad offers far more than pure data management – with PERFORMANCE INDICATORS
and OPTIMIZATION specifically FOR BRANDING CAMPAIGNS provides platforms with the ideal
ALL-IN-ONE PACKAGE enabling advertisers to run target group campaigns with highly-
relevant KPIs and campaign insights

56. DATA DRIVEN ADVERTISING
DATA RELATING ON EVERY USER
covering the entire campaign
audience
USERS WITH IDENTIFIED
PURCHASE INTENTION
broad spectrum of intend data
OPTIMIZATION of advertising
exposure by means of
CONTACT CLASS MANAGEMENT

57. AUDIENCE DATA FOR ALL CAMPAIGN GOALS

58. Direct Measurement of Success
Brand Awareness
Address how well the work is performed
and/or how accurate or how effective the
final product is.
RELEVANT BRAND KPIs
Brand Affinity
Addresses how well employees conduct
themselves in the work place and comply
with dress code/working environment.
9,0
0 2 4 6 8 10
Brand Messurment
Purchase Intention
Addresses how well employees conduct
themselves in the work place and comply
with dress code/working environment.
#BRAND ENGAGEMENT OPTIMAZATION targeted on all the above factors

59. MEASURE & INCREASE BRAND IMPACT

60. OUR OFFERING
Where we stand?
Background
Our MEDIA BACKGROUND
combined with
COMMERCIAL EXPERIENCE
& DIGITAL SAVVY
orientation lead our
initiative to better serve
advertisers & consumers
through AUTOMATION
Happy
To consult on
BEST USED MEDIA
STRATEGIES
on PPN marketplace
.
On the SUPPLY SIDE
of Media Industry
Seating
With your
PROPRIETARY
Trading Desk or
DSPS of your choice
Connecting

61. OUR OFFERING
Our Commercial Proposition
Preferred
Deals
Retargeting
Access
Guaranteed
Delivery
Brand
Measurement
and
Optimization
First Look
Inventory
Identification
Custom
Audiences

62. CONNECTING WITH
Open Marketplace Targeting Options
Private
Marketplace
DEAL ID
via DSPs
45
DSPs
120
DSPs
Endles
s

63. OUR OFFERING
Open Market Place
Position
Audience
Context
Priority
Guaranteed

64. QUESTIONS?
Please Don’t Hesitate.