More Related Content Similar to eMarketer Webinar: Programmatic Advertising 2015 Outlook (20) eMarketer Webinar: Programmatic Advertising 2015 Outlook1. © 2015 eMarketer Inc.
Made possible by
Programmatic Advertising 2015
Outlook
Lauren T. Fisher
Analyst
February 12, 2015
2. © 2015 eMarketer Inc.
Agenda:
ï§ Defining âprogrammaticâ
ï§ Sizing US programmatic digital display investment
ï§ Tracking key programmatic trends for 2015
4. © 2015 eMarketer Inc.
What is programmatic advertising?
ï§ Programmatic advertising is an automated,
technology-driven method of buying, selling or fulfilling
ad placements
5. © 2015 eMarketer Inc.
Within
programmatic,
there are two
main
subcategories:
RTB and
programmatic
direct
8. © 2015 eMarketer Inc.
In 2015, the spending scale will tip toward
programmatic:
55% of all
US digital display
ads will be bought
programmatically
in 2015, worth
$14.88 billion
9. © 2015 eMarketer Inc.
RTB will capture the lionâs share of
programmatic ad dollars, but programmatic
direct will gain quickly
8% ï 26% ï 42%
Expected portion of US programmatic digital display ad spending
flowing through programmatic direct channels in 2014,
2015 and 2016
10. © 2015 eMarketer Inc.
Dollars flowing into programmatic direct wonât
necessarily come from RTB
â Looking at programmatic direct,
specifically the reservations and futures,
a lot of those ad dollars will come
from traditional ad buying
margins. Agencies and traditional buyers
are at a point where theyâre looking to
simplify the buying process and want to
consolidate toolsets and streamline
processes in doing so.â
âEsco Strong, director of programmatic
advertising at Microsoft
11. © 2015 eMarketer Inc.
Within RTB,
the open
exchanges
will continue
to dominate,
though private
marketplaces
will see steep
growth
12. © 2015 eMarketer Inc.
More than
half of all US
programmatic
digital display
ad spend will
come from
mobile this
year
13. © 2015 eMarketer Inc.
Factors driving mobile programmatic growth
include:
ï§ Broader ad spending growth across mobile display
ï§ Large-scale programmatic adoption among those
best positioned for cross-device and mobile
ï§ Improvements to incorporating mobile data into
demand-side platforms (DSPs) and exchanges
ï§ Movement away from last-click attribution models
14. © 2015 eMarketer Inc.
Interest and chatter around programmatic video
will be significant this year âŠ
15. © 2015 eMarketer Inc.
⊠but programmaticâs overall contribution to
video wonât match the hype
14.6%
Programmatic ad spending
allocated to video
28%
Total video ad spending
transacted programmatically
16. © 2015 eMarketer Inc.
Key Takeaways:
ï§ 2015 will be a tipping point for programmatic advertising
ï§ Open exchanges will still thrive, but programmatic direct
will come of age
ï§ More than half of all ad spending will come from mobile
ï§ Most video ad dollars will remain locked in with
traditional direct sales
19. © 2015 eMarketer Inc.
Combined, US programmatic direct and private
marketplace spend will account for:
ï§ 43% of US
programmatic
digital display
ad spending in
2015
ï§ 58% in 2016
20. © 2015 eMarketer Inc.
2. Longstanding concerns about inventory
quality will finally be addressed
21. © 2015 eMarketer Inc.
To continue to thrive, the open markets will have
no choice but to embrace quality
â The buy side is getting more
sophisticated when it comes to traffic
quality and viewability. To the extent
that the exchanges donât make similar
investments in their own quality,
theyâre going to find thereâs less and
less demand out there. Ultimately,
theyâll find themselves priced out of
market.â
âJohn Murphy, VP of marketplace quality
at OpenX
22. © 2015 eMarketer Inc.
3. Marketers will look beyond third-party cookies
to other data sources
ï§ CRM
ï§ Cross-device
ï§ Offline purchase
data
23. © 2015 eMarketer Inc.
4. Programmatic
advertising
wonât move
in-house
en masse
24. © 2015 eMarketer Inc.
5. Interest and talk around programmatic TV will
far outweigh investment
25. © 2015 eMarketer Inc.
Programmatic is more apt to come to TV in
stages vs. widespread adoption
ï§ Addressable TV
ï§ Linear TV
â Spot & scattered
â Upfront & national:
Data-driven
â Upfront & national:
True automation
26. © 2015 eMarketer Inc.
6. Where programmatic will make gains is with
connected TV and over-the-top (OTT) video
â This year, weâll see real
auctions running inside of many of
the apps that sit inside your Roku,
your Amazon Fire or your Apple TV.â
âJeff Green, CEO of The Trade Desk
27. © 2015 eMarketer Inc.
7. As other devices and screens enter the mix,
expect programmatic to play a significant role
28. © 2015 eMarketer Inc.
Key Takeaways:
ï§ Programmatic will tip the scale on ad spend this year
ï§ Mobile will be a driving force
ï§ Programmatic direct and private marketplaces will draw
new ad dollars to programmatic
ï§ Improvements to ad quality will become mandatory
ï§ Data will continue to prove critical to development
ï§ Programmatic buying is coming to TV and wearables,
but 2015 wonât be the breakthrough year
30. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential
We Use All Intelligence Available to Find Your Best Audiences
TRUE CROSS-PLATFORM
CAMPAIGNS
1st Party
CRM
Location
Lifestyle
Device/Apps
3rd Party
Context
DATA
SOURCES
BRAND
SIGNAL
+
+
+
+
REAL-TIME
FEEDBACK
HUMAN &
AUTOMATED
OPIMIZATION
â
â
â
â
AUDIENCE
EXPANSION
98% of Impressions Delivered to Audiences Scored within the Past 24 Hours
31. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential
We Find the Unique Audiences That Perform at Scale
Action takers represent raw data
equivalent to homepage & conversion
page visits by offering. We use these
to build out our Act Alike models.
Prospect models indicate Dstillery
prospecting Act Alike models
(new people). As you can see, we can
achieve both scale and performance!
SCALE
PERFORMANCE
Our Science Goes Beyond First and Third-Party
Targeting To Identify Unique High-Value Audiences
Third Party indicates 3rd party data
sets. This is included to determine
whether activating 3rd party
segments makes sense for this
campaign. Here it does not.
Mobile Infusion identifies key
locations relevant to your brand
and your audiences lifestyle.
Great for upper/mid funnel.
32. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential
Dstillery's CrossWalk: Intelligent Device Matching
Continue the conversation with your audience wherever they choose to engage.
Dstillery Uses Good Science To Enable True Cross-Platform Campaigns For Marketers
RECENCY
FREQUENCY
POPULARITY
CrossWalk Device
Match Score Card
X â
33. © 2015 Dstillery. All Rights Reserved. Proprietary and Confidential
Programmatic Across Industries
Drive online credit card applications
for a leading credit card company.
Dstillery was the top performer on
the plan and received incremental
spend 2x the initial budget.
71% DECREASE IN CPA
BRAND AWARENESS
BRAND ENGAGEMENT
DIRECT RESPONSE: CPA
BOTTOM
FUNNEL
MID FUNNEL
UPPER FUNNEL
3 week campaign telco campaign
during Black History Month
49% INCREASE IN VIDEO
INTERACTION RATE
82%Retail
BELOW CPA GOAL
34. © 2015 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
Q&A Session
Made possible by
You will receive an email
tomorrow with a link to view the
deck and webinar recording.
To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Lauren T. Fisher
Programmatic Advertising
2015 Outlook
ï§ Digital Display Adverting: Nine Things to Know About in 2015
ï§ 2014 Programmatic Advertising Forecast: Digital Display Spending
Broadens Beyond Open Exchanges
ï§ CPG and Programmatic: The Biggest Ad Spenders Look to
Automate Buys, But on Their Terms
ï§ Programmatic TV Advertising: Small Investment Today, Big
Opportunity Tomorrow
ï§ Programmatic Video Advertising: Automated Platforms Begin to
Transform Digitalâs Premium Marketplace