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Digiday Programmatic Media Summit. Eric Shih. Teads.

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Digiday Programmatic Media Summit

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Digiday Programmatic Media Summit. Eric Shih. Teads.

  1. 1. Programmatic and the Pivot to Premium Eric Shih, Global SVP, Business Development, Teads
  2. 2. 6% 30% 33% 42% 47% 48% 50% Media independence Data ownership Data leakage Accurately measuring return on ad spend (ROAS) Integrated data and media buying solution Economic transparency Media quality (brand safety, ad fraud, viewability) % of respondents (note: respondents chose their top 3) #1 concern for any marketer anywhere: media quality Source: eMarketer; ADI Summit Survey 2017 as cited in Adobe Digital Insights, “Advertising Report,” March 2017 Leading challenges of media buying according to U.S. digital marketers
  3. 3. • Largest video ad marketplace globally • 60% of comScore 300 publishers globally • Reaching 1.2B uniques • 50% of outstream video advertising is now transacted programmatically • Inventory accessible through RTB integrations with all video DSPs • PMPs dominate programmatic spend Teads is at the intersection of programmatic and premium Source: comScore, June 2017 (excluding China)
  4. 4. RecommendationsAds.txtBrand safetyViewabilityAd blocking and fraud Problem: Ad blocking and fraud
  5. 5. Ad blocker use is increasing through the U.S. over recent years Source: eMarketer, February 2017 U.S. ad blocking user penetration, 2015-2018 20.60% 24.20% 27.50% 30.10% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 2015 2016 2017 2018
  6. 6. 61% of people adopted ad blockers because ads interrupted their online experience 7% 33% 37% 46% 47% 57% 61% Curiosity about technology No way to exit/escape out of ads Annoying ad features Excessive ads Privacy concerns Affects site performance Ads interrupted my online experience Top reasons given for installing ad blockers (% total ad blocker adopters) Source: “Unlocking Ad Blocking,” Teads’ proprietary study, 2017
  7. 7. Outstream is the format for embracing the user experience Source: “Why People Block Ads,” Teads, 2016 % of respondents who ranked formats as most intrusive 52% 23% 0% 10% 20% 30% 40% 50% 60% Pre-Roll In-Article Native Video Over 1-in-2 consider pre-roll ads more intrusive than outstream on a mobile device
  8. 8. The actual cost of advertising fraud is $12.48 billion, nearly twice as high as the originally reported $7.2 billion by the ANA. That is nearly 20% of total digital ad spend that was wasted on fraudulent ad placements Source: How to Reverse the Riding Tide of Ad Fraud, 2017; The & Partnership; m/SIX Do you know where your budget is going?
  9. 9. Source: comScore custom analytics, global, December, 2015; comScore vCPE Benchmarks, U.S., Q1 2016 4% 2% 6% 9% 0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 0.08 0.09 0.1 Display Video Direct Programmatic Fraudsters have spotted the programmatic video opportunity % of invalid traffic
  10. 10. Source: IAS, August 2016; IAS Q1 2016; comScore, H1 2016; comScore, Q2 2016; Moat, August 2016; Moat Q1 2016 Striving for a non-fraudulent environment 9.3% 5.6% 1% 9.0% 3.0% 1.1% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 10.0% Programmatic video Publisher direct video ads Teads global Integral Ad Science comScore *Invalid traffic as per MRC standard
  11. 11. Problem: Viewability RecommendationsAds.txtBrand safetyViewabilityAd blocking and fraud
  12. 12. 63% of U.S marketers believe potential for buying traffic with little or no viewability is a challenge to programmatic buying Source: MyersBizNet, 2016; eMarketer “Viewability is universally a concern across any style of buying, including programmatic. Marketers can signal off of demand-side platforms to tailor and optimize for viewability easily through programmatic.” – Scott Braley, General Manager, Advertising Platforms, Ooyala
  13. 13. Viewable impression share Sources: comScore; eMarketer; Credit Suisse, March 2017 52% 6% 42% Viewable Invalid Traffic Non-Viewable
  14. 14. Demand viewabillity Go beyond ordinary viewability standards Source: Moat, August 2016 65% 64% 69% 57% 65% 48% All Desktop Mobile % completed views 70% 71% 65% 49% 48% 51% All Desktop Mobile % viewable impressions per MRC standard +42%+14%
  15. 15. Problem: Brand safety RecommendationsAds.txtBrand safetyViewabilityAd blocking and fraud
  16. 16. The number of brands running programmatic ads in H1 2017 dropped 2% 0 5000 10000 15000 20000 25000 30000 35000 1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul Direct Programmatic Source: Media Radar, 2017 Number of brands by placement type on consumer sites, January-June 2017
  17. 17. Require brand safety Brand safety should be at the core of every campaign 1% 21% 0% 5% 10% 15% 20% 25% Brand Risk Teads Benchmark 2% 6% 0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 Advertising Clutter Teads Benchmark Source: Integral Ad Science, Eye Square, The Comparative Impact of Mobile Ad Formats, commissioned by Teads, 2016
  18. 18. Recommendations RecommendationsAds.txtBrand safetyViewabilityAd blocking and fraud
  19. 19. Recommendation 1: Improve Transparency
  20. 20. • 59% of U.S. marketers believe lack of inventory transparency is a significant challenge to using programmatic buying effectively • The lack of transparency into firms along the programmatic supply chain being a challenge to using programmatic buying has increased from 21% in 2014 to 55% in 2016 Source: eMarketer, 2016 A lack of transparency
  21. 21. Ads.txt • Teads is 100% compliant • Publishers declare which exchanges and supply side partners can sell their inventory • Full transparency • Success will depend on publisher adoption rate DSPs
  22. 22. Recommendation 2: Clean up the fraud issue
  23. 23. Strive for 0% fraud with the help of third-party verifiers • Filtering 100% of the traffic • Pre-bid filtering • TAG-certified
  24. 24. Teads is proud to now offer 100% fraud-free guarantee
  25. 25. Recommendation 3: Enhance the user experience
  26. 26. Outstream is viewable by design

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