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Kevin Mannion

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Kevin Mannion

  1. 1. 2014 Programmatic Study | P. 1 Report On Programmatic Study (Winter 2014) Kevin Mannion Chief Strategy Officer & Future LandscapeThe Programmatic As Viewed By Top Buyers & Sellers
  2. 2. 2014 Programmatic Study | P. 2 Media Buyers Overall Company Type Agency 35% Marketer 65% Job Title VP and above 45% Director/Supervisor 34% Manager/Planner/Buyer 21% Annual Spending Less Than $10 Million 42% $10 Million or More 58% Media Sellers Overall Company Type Publisher 58% Ad Network 42% Job Title VP and above 68% Director/Supervisor 17% Manager/Planner/Buyer 15% Buyers & Sellers
  3. 3. 2014 Programmatic Study | P. 3 Media Buyers Overall Company Type Agency 35% Marketer 65% Job Title VP and above 45% Director/Supervisor 34% Manager/Planner/Buyer 21% Annual Spending Less Than $10 Million 42% $10 Million or More 58% Media Sellers Overall Company Type Publisher 58% Ad Network 42% Job Title VP and above 68% Director/Supervisor 17% Manager/Planner/Buyer 15% Agencies | Marketers | Ad Networks
  4. 4. 2014 Programmatic Study | P. 4 Media Buyers Overall Company Type Agency 35% Marketer 65% Job Title VP and above 45% Director/Supervisor 34% Manager/Planner/Buyer 21% Annual Spending Less Than $10 Million 42% $10 Million or More 58% Media Sellers Overall Company Type Publisher 58% Ad Network 42% Job Title VP and above 68% Director/Supervisor 17% Manager/Planner/Buyer 15% Top Executives
  5. 5. 2014 Programmatic Study | P. 5 Here’s what we know about programmatic. - Buyers highly optimistic about programmatic - Yet there are factors holding it back - What needs to be solved - Partners and leaders - Evolution of programmatic - It’s a Google world
  6. 6. 2014 Programmatic Study | P. 6 Total Respondents (%): spending across all media Optimism next 12 months Increase Maintain Decrease Mobile and digital continue to be the magnets Net optimism very high for both. Net Optimism (% increase minus % decrease)
  7. 7. 2014 Programmatic Study | P. 7 Digital/Mobile Respondents (%): spending across digital categories Net Optimism (% increase minus % decrease) Total Respondents (%): spending across all media Optimism next 12 months Increase Maintain Decrease Mobile, Social, Search, Video and Programmatic are primary drivers in digital spending.
  8. 8. 2014 Programmatic Study | P. 8 Programmatic growing vs. direct In 2014 programmatic was up to 40% of ad budgets. Allocation of Digital Ad Budgets by 62% 38% Traditional Buying Programmatic Buying 201 4 Buyers
  9. 9. 2014 Programmatic Study | P. 9 Programmatic growing vs. direct Today it is approaching half of all digital ad budgets. Allocation of Digital Ad Budgets by 62% 38% Traditional Buying Programmatic Buying 201 4 54% 46% Traditional Buying Programmatic Buying 201 5 Buyers
  10. 10. 2014 Programmatic Study | P. 10 Programmatic growing vs. direct That’s a 21% increase in just one year. Allocation of Digital Ad Budgets by 62% Traditional Buying Programmatic Buying 201 4 54% 46% Traditional Buying Programmatic Buying 201 5 Buyers 38% +21%
  11. 11. 2014 Programmatic Study | P. 11 STRONG Somewhat Non e 48% 59% 39% 27% 13% 14% Media Buyers Media Sellers Buyers and sellers are both strongly concerned about media coverage of fraud and viewability. % level of concern
  12. 12. 2014 Programmatic Study | P. 12 Transparency and Brand Safety Sales – Knowledge and Service Programmatic problems begin and end with trust and credibility. “Sites not safe for our client.” “Quality of inventory was very poor.” “They didn't know what they were doing.” “They aren't experts on their own products.” “Some guys were not trustworthy.” “Some sales staffs don't understand programmatic.” “Misrepresented inventory.” “Disheartened by a lack of transparency.” “Unsavory content.”
  13. 13. 2014 Programmatic Study | P. 13 Rated 1-3 Advertisers prefer single full-service solution. Sellers Sellers truly believe that media buyers are looking for a one-stop shopping solution. 44% 33% 22% 5 Rating 4 Rating 1-3 Rating Rating Levels: 5=strongly agree/1=strongly disagree
  14. 14. 2014 Programmatic Study | P. 14 Rated 1-3 5 Rating Rated 1-3 Advertisers prefer single full-service solution. Rating Levels: 5=strongly agree/1=strongly disagree It’s better to work with a single full-service provider than have a several point solution. Sellers Buyers 44% 33% 22% 20% 34% 46% 4 Rating 1-3 Rating 5 Rating 4 Rating 1-3 Rating But the buyers don’t agree. Only 1 in 5 actually wants a single source solution
  15. 15. 2014 Programmatic Study | P. 15 What does Partnership mean to marketers? 3 factors: Credibility. Expertise. Service. “Great customer service, responsiveness and campaign performance.” “Collaborative effort to achieve goals.” “Customer service, transparency and reporting viewability.” “Good communication about shared outcomes.” “Great customer service and training.” “A relationship based on trust and transparency.” “A partner who assures the quality of the content environment.”
  16. 16. 2014 Programmatic Study | P. 16 Buyers are demanding better performance. No other factor comes close. Better ROI & performance Key Factors For Media Buyers 42% 23% Effective & transparent pricing 18 % Continuing embrace & acceptance 17% Transparenc y in placement 16% Brand safety 1 . 2 . 3 . 4 . 5 .
  17. 17. 2014 Programmatic Study | P. 17 Better ROI & performance Key Factors For Media Buyers 42% 23% Effective & transparent pricing 18 % Continuing embrace & acceptance 17% Transparenc y in placement 16% Brand safety 1 . 2 . 3 . 4 . 5 . Simplicity is #1 for sellers. But premium prices and better yields rank high too. Key Factors For Media Sellers Operational simplicity & ease43% 34% Premium inventory at premium prices 28 % Better yields 23% Effective audience targeting 23% Effective & transparent pricing 1 . 2 . 3 . 4 . 5 .
  18. 18. 2014 Programmatic Study | P. 18 Use and partnership with programmatic brands.
  19. 19. 2014 Programmatic Study | P. 19 Companies partnered with in past 12 months in programmatic Google and Yahoo! are the dominant brands in the programmatic world. 82% 69% 34% 21% 20% 18% 18%
  20. 20. 2014 Programmatic Study | P. 20 In the programmatic world right now there is one and only one prominent brand – Google. 36% 7% 6% 6% 5%16% Q: Of all the vendors/partners that you use, who do you see as the ONE you value more than any other? Note: 50 other vendors/partners were included in this question but all tallied under 5%
  21. 21. 2014 Programmatic Study | P. 21 LUMAscape positions every player in the programmatic arena. It’s more than a little chaotic.
  22. 22. 2014 Programmatic Study | P. 22 Can you identify the leading digital advertising networks and platforms? Let’s play The Feud!
  23. 23. 2014 Programmatic Study | P. 23 Here is what LUMAscape ranks as the leading digital Ad Networks. Ad Networks Positioned by
  24. 24. 2014 Programmatic Study | P. 24 Positioned by Ad Networks Buyers and sellers could identify the leaders – but it falls apart after that. 38% 28% 25% 24% 29% Survey says… Audience Ads 2/3
  25. 25. 2014 Programmatic Study | P. 25 38% 28% 25% 24% 29% Positioned by Ad Networks There is huge confusion about what a digital advertising network really is. did not identify Google Display Network as a digital advertising network 62% Survey says… 2/3 Audience Ads
  26. 26. 2014 Programmatic Study | P. 26 Positioned by Agency Trading Desk (ATD) Here is what LUMAscape ranks as the leading ATDs (Agency Trading Desks).
  27. 27. 2014 Programmatic Study | P. 27 Positioned by Buyers and sellers could correctly identify only four of eight primary ATDs. 21% 13% 12% 19% Survey says… Agency Trading Desk (ATD) 1/4
  28. 28. 2014 Programmatic Study | P. 28 Positioned by Ad Exchanges Here is what LUMAscape ranks as the leading digital Ad Exchanges.
  29. 29. 2014 Programmatic Study | P. 29 44% 38% 36% 34% 42% Positioned by Ad Exchanges And survey says there is high recognition of the top Ad Exchanges. But . . . Survey says…
  30. 30. 2014 Programmatic Study | P. 30 44% 38% 36% 34% 42% Positioned by Ad Exchanges Over half the respondents are not aware that the term “Ad Exchange” in your title, might mean you are an Ad Exchange. Survey says… NOT aware that Yahoo Ad Exchange is an Ad Exchange 56%
  31. 31. 2014 Programmatic Study | P. 31 Positioned by Here is what LUMAscape ranks as the leading DSPs (Demand-Side Platforms). Demand-Side Platforms (DSP)
  32. 32. 2014 Programmatic Study | P. 32 26% 21% 20% 19% 23% Positioned by Demand-Side Platforms (DSP) Awareness of the Demand-Side Platforms is highly spotty. Survey says…
  33. 33. 2014 Programmatic Study | P. 33 Positioned by Supply-Side Platforms (SSP) Here is what LUMAscape ranks as the leading SSPs (Supply-Side Platforms).
  34. 34. 2014 Programmatic Study | P. 34 44% 40% 39% 35% 42% Positioned by Supply-Side Platforms (SSP) Total confusion! Most respondents cannot identify even one Supply-Side Platform. Survey says…
  35. 35. 2014 Programmatic Study | P. 35 Here is what LUMAscape ranks as the leading Data Management Platforms. Positioned by Data Management Platforms
  36. 36. 2014 Programmatic Study | P. 36 Positioned by 25% 22% 21% 23% Survey says… Data Management Platforms 3/8 Poor showing. Only 5 brands were correctly identified as a Data Management Platform.
  37. 37. 2014 Programmatic Study | P. 37 “More transparent. Better understanding of how it works.” “More transparent, more refined definitions for viewability.” “Need to show more of how, why and where ads appear.” “Continue to grow. Efficiencies will be found in improved technology.” “The number of advertising strategies will rapidly increase.” “More transparency and real-time data/reporting.” “Easier to use thanks to better data and more tools for sellers.” “Growing steadily if metrics also grow and can prove results.” Overall Growth and ImprovementIncreased Transparency Improved Measurement What’s next? Programmatic will 1.Grow 2.Evolve 3.Improve 4.Change the world of media. “More cross channel opportunities.” “More integrated cross-device.” “Increased acceptance and usage for online and mobile inventory and as a method of buying other traditional media vehicles.” “It will grow both online and linear/VOD.” “TV inventory will be included.” Integration Across Media Platforms
  38. 38. 2014 Programmatic Study | P. 38 Programmatic buying will continue to accelerate Concerns: fraud, viewability, transparency Partnership = trust + credibility + transparency + service ATD’s, DMP, DSP, SSPs—fairly meaningless categorizations to many Google winning – it’s still early but Google is the predominant force Evolution: all believe in a future of growth, improvement, cross media integration, and, yes, even transparency Here are the things I’d like you to remember. 1. 2. 3. 4. 5. 6.
  39. 39. 2014 Programmatic Study | P. 39 Report On Programmatic Study (Winter 2014) Kevin Mannion Chief Strategy Officer As Viewed By Top Buyers & Sellers & Future LandscapeThe Programmatic

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