Mobile and The Power of Programmatic - Matomy at Israel AdTech 2016
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Didn't get a chance to hear Matomy COO Sagi Niri speak at Israel Ad Tech? Check out his presentation on Mobile & The Power of Programmatic. Did you know that mobile programmatic ad spend has been growing rapidly since 2014 and is expected to grow $5B-$6B every year through 2017. Learn how mobile is taking the programmatic world by storm. Learn more about Matomy: www.matomy.com Follow us on Twitter: @MatomyGroup On Facebook: www.facebook.com/MatomyMediaGroup On YouTube: https://www.youtube.com/user/MatomyGroupChannel
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Mobile and The Power of Programmatic - Matomy at Israel AdTech 2016
- 1. MOBILE AND THE POWER OF PROGRAMMATIC
- 2. 400+ EMPLOYEES 11 OFFICES 26,000 MEDIA PARTNERS 5,000 CUSTOMERS 2007 LAUNCHED Tel Aviv New York London San Francisco Fort Lauderdale Denver Toronto Munich Venice Beijing Seoul Matomy Media Group (LSE:MTMY) is a world-leading media company offering smart technology solutions with a personalized approach to advertising.
- 3. PROGRAMMATIC
- 7. BUT MOBILE IS GROWING THE FASTEST
- 8. BUT MOBILE IS GROWING THE FASTEST 40% 60% 68% 77%
- 9. WHILE VIDEO IS THE CATALYST 51%
- 12. TWO PARALLEL FORCES Programmatic Technologies Grow Increasingly Sophisticated User’s Mobile Phone Moves from Tool to a Personal Extension
- 13. MORE CONNECTED THAN EVER The average person looks at his or her phone 150 times every day. Most people look at their phones within five minutes of waking up.
- 16. UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISERS MOBILE CONSUMER What are they doing? SIGNALS
- 17. PROGRAMMATIC - TAKEAWAYS Connecting with consumers 24/7 Across every media channel Automated customized ads Richer data Advertisers and publishers should work together
- 19. IT’S PERSONAL
- 20. THANK YOU COO MATOMY sagi@matomy.com SAGI NIRI WWW.MATOMY.COM
Hinweis der Redaktion
- Why we know what we’re talking about
- Let’s open by defining what is programmatic advertising. If you ask 3 people what is programmatic you will probably get 3 different answers If you ask 5 people you will probably get 5 different answers If you ask ten people, you have too much free time on your – get back to work. Until recently the term ‘programmatic’ has been used to refer to many different aspects of advertising technology including bidding, data processing, artificial intelligence, order processing, and more. But increasingly ‘programmatic’ is being used to refer
- Simply to the automation of the parts of the advertising process that can be automated Programmatic buying refers to any ad space bought automatically by targeting specific audiences and demographics, through either bidding for the space in RTB like on Google and FB and many other platforms like Matomy’s or buying it directly so it's guaranteed to be yours.
- With the ongoing automation of advertising it’s important to understand the different ways that advertisers buy media. This chart from sitescout is helpful in explaining the concepts. As Technology evolves, more and more that had to be done manually can now be done automatically leaving the top right side of the manual processes with an increasingly smaller piece of the pie. And it’s not only online.
- Earlier this year, America’s largest publisher, Time Inc., started selling print ads for the first time via automated technology. Also 3 weeks ago AOL announced the launch of self-serve programmatic buying in linear TV.
- Mobile is taking the programmatic world by storm. Programmatic ad spend has grown rapidly since 2014 and is expected to grow $5B-$6B every year while desktop programmatic remains steady.
- Last year Mobile programmatic buying was higher than desktop. $6.14B compared to $9.68B this trend is expected to continue this year and next year as well and we can see that the estimation for 2017 is that mobile will be 77% of the programmatic Market.
- Video has been a real catalyst for adopting programmatic processes and also here mobile is expected to outgrow desktop ad spending next year.
- But to understand the way things are shaping up in the industry we need to look outside of our comfort zone and move beyond the definition of the platform or the channel. When we are working in a programmatic ecosystem we are moving away from the days of dedicated companies for display, mobile, and video. Programmatic platforms include mobile, desktop and video as one. This is not a wind of change it’s more of a storm that is going to reshape the industry. We see it as the leading media companies are consolidating, we see it at home – Matomy acquired MobFox and Optimatic in 2015, in order to offer one Omni-channel cross-platform gateway for our advertisers. Mobile advertisers are also looking to consolidate their number of advertising partners. We recently conducted a survey that asked more than 270 app developers “how many app promotion partners are you currently working with?” more than 80% said 3 or less.
- In the same way that a hammer extends our arms, making it possible for us to do something we couldn’t achieve before As Bob the builder showed us and now Thor took it to a whole new level
- As programmatic evolves in parallel, consumers are more connected than they used to be. According to Mary Meeker the average person looks at his or her phone 150 times every day. The first thing most people do on their phones in the morning is now text messaging, not checking email, which was the most popular answer in 2014 According to Deloitte. Today consumers are using their phones in every aspect of their daily lives: Everything from watching TV to paying and shopping, mobile devices have introduced an unprecedented level of mobile involvement or “mobile moments” as other refer to. This is even worse/better depending on how you look at it with the 18-24 age group. Most of them will have their phone in a 2 meter radius 24 hours a day. If they won’t have their mobile or god forbid have low battery they will simply not function go into hibernation or worse, actually talk to someone… Being connected to a mobile device 24/7 creates a huge opportunity for advertisers. Because being connected means advertisers will now be …
- Richer data than ever. The constant connectivity creates data that allows advertisers to build consumer personas that reflect better on each user. We are able to get improved geo-targeting with better devices and with beacons and we can get much deeper insights on user behavior and personal attributes than we used to only 2 years ago. We are able to know what type of apps the users is using, when, where, for how long, we can group apps to get a user profile and buy this information directly and programmatically. We see it very well on Facebook and Instagram. Facebook is playing a substantial role in mobile’s programmatic growth. Facebook is considered a largely programmatic platform and its US mobile revenues expected to total $5.89 billion this year and reach $10.32 billion by 2017 which is expected to be more than a third of the mobile programmatic cake! Good for them, we need to keep fighting …
- Publishers are expected to provide better segmentation options for their audience and across multiple touchpoints. Custom audiences and lookalike audiences are very effective on Facebook but in order for advertisers to scale their campaigns they need to meet the consumers on Facebook, on apps, on email, on their computers at home, on their watches, on their connected TVs and very soon on cars and other home appliances. So publishers need to provide more data and on their audience and they don’t need to be worried, it will pay off. The more specific the audience is, the higher the advertiser is willing to pay so it makes sense for the supply side as well to implement their own data layers or integrate 3rd party data providers.
- Consumers now organize their lives around their mobile devices and through them and this creates multiple engagement points. Mobile allows us to track changes to a mobile-first consumer behavior and adapt to how advertising is delivered. This means that for people in our industry mobile creates huge amounts of information that we can now buy automatically and create a personal experience for the consumer. Personal also means meet them on multiple devices also have the most targeted ad in front of them according to their phase in the marketing funnel according to their wishes, intents, desires and even dreams. As programmatic continues to develop advertisers will be able to choose what to buy, when and where in an automatic way. But they can’t do it if the supply partners will not support his decision making.
- So to summarize programmatic is about Brands needing to connect with the mobile consumer 24/7 Across every media channel Data allows us to deliver an automated customized ad but it takes two to tango. Both the advertisers and the publishers need to work collaboratively.
- So let’s not think about programmatic and automation as robots coming to take over the world and your job. Because at the end of the day the power of programmatic is that it is personal.
- You will see the ads that interest you and are relevant to you and it will create a better and more personal world for consumer, advertisers and publishers. It’s a win win win situation. Teenagers won’t receive ads for depends diapers 80 year old grandmothers won’t get ads for the new “call of duty modern warfare” title And instead of skipping ads people will actually engage with them. Its great news to us all, less to adblockers.
- That’s was it, I was so-so, you were awesome.