Werbeplanung.at SUMMIT 15 - State of the Art Advertising - wie die Schibsted-Gruppe arbeitet - Geir Jangas
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Ein Bericht aus der Praxis: Die global tätige Mediengruppe von Schibsted gibt Einblicke in den Workflow ihres werblichen Alltags: Wie sie digitale Werbung heute weltweit verkauft und wie sie ihre Digital Units organisiert hat.
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Werbeplanung.at SUMMIT 15 - State of the Art Advertising - wie die Schibsted-Gruppe arbeitet - Geir Jangas
- 1. THE FUTURE IS NOW GEIR JANGÅS – HEAD OF PROGRAMMATIC Werbeplanung Summit 2015
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- 4. The Schibsted Journey is filled with innovation and distruptivness 4 1839 1966 1996 1998 2003 1860 1839 1995 1996 1999 2000 2006 2008 2009 2012 2014 2006- 2005 2006 2007 2009 2010 2013 2014 2000 2015175YEARS VARIOUS INVESTMENTS BY SCHIBSTED GROWTH INTERNATIONAL EXPANSION OF ONLINE CLASSIFIEDS
- 6. The Schibsted Journey is filled with innovation and distruptivness 6 1839 1966 1996 1998 2003 1860 1839 1995 1996 1999 2000 2006 2008 2009 2012 2014 2006- 2005 2006 2007 2009 2010 2013 2014 2000 2015175YEARS VARIOUS INVESTMENTS BY SCHIBSTED GROWTH INTERNATIONAL EXPANSION OF ONLINE CLASSIFIEDS
- 7. 7 A global Internet giant • 5 continents – 44 countries • 200M unique users/ month • 50 billion page views/ month • Growing rapidly in emerging markets such as LATAM Now we engage 200M people
- 8. We are up against new players 8 Marketplaces Advertising A) Global socialisers B) Global specialists C) Global players controlling your identity
- 9. • In Norway we established a new company outside FINN.no • Mission: start “a new FINN.no” and challenge us • Founded by FINN.no Schibsted is build on innovation, and by challenging our own business
- 10. Global scale and local strength 10 GLOBAL SCALE to build the product necessary platforms LOGGED IN ADVANCED ANALYTICS TECH PLATFORMS FREQUENT NATIONAL REACH Sufficient reach on a daily basis to be top-of-mind GREAT LOCAL DATA Combined data in ecosystems give us the edge over the American giants LOCAL STRENGTH Local news National news Marketplaces Smart services E-commerce Personal finance Price comparison + +
- 11. WE’RE INVESTING HEAVILY IN TECH & DATA
- 13. RTA = Programmatic (advertising)
- 14. How will programmatic influence the sales and marketing discipline? Programmatic will most likely dominate display sales in 2-4 years time. That is fine, but its not important. The important is how programmatic will influence the whole sales and marketing discipline.
- 15. Programmatic is not about display ads Its just happens to be that right now, since display ads needed to reinvent their value proposition Programmatic is a process for how to buy and optimize your media investment based on the data you have or can use, in paid and own channels.
- 16. 16 The real shift will come when programmatic goes offline and on traditional channels
- 17. With programmatic, you can use your customer data in more marketing activities
- 18. OUR APPROACH AND EXPERIENCE IN SCHIBSTED WITH PROGRAMMATIC
- 20. We build a programmatic marketplace to buy display products with tech and data 20 BUYERS • Media agencies • Trading desks • Advertisers DSP (demand side platform) SSP (Sell side platform) SELLERS • Media houses • Marketplaces DYNAMIC MARKETPLACE AD-EXCHANGE TECHNOLOGY Real Time Bidding is a business model in programmatic DATA REAL TIME ALLOCATION
- 21. Schibsted programmatic global operation Schibsted Global Programmatic Operation Global operation, expertise and support Local presence and customer relationship
- 22. 4ways you can buy digital from Schibsted today Direct deals (DealID) Private marketplace Open market Direct sales (Manuel) Programmatic - Non-guaranteed Guaranteed Premium products and packages The buyer need an invitation (Seat ID) to buy the inventory Inventory bought on RTB - open auction Non-programmatic manualy Guaranteed delivery
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- 25. 25 Daily information about buyers decreasing or increasing their spending, makes it easy for sales people to take action Sales is still important
- 26. VOLVO 1 Background 2 3 4Agreement Setup Next step / result • Mindshare/Volvo wanted to improve campaign result and needed more flexibility and therefore focused on programmatic • Business review 4 times a year • Regular meetings for sharing best practice • Insights from Schibsted on a regular basis • Common product development • Focus is on programmatic but with flexibility. • Includes video, display & mobile. Volvo also can use Schibsted audiences • Release Rich Media in mobile after the summer • Look into Native advertising
- 27. 27 Challenges going forward Handle the immaturity in the business and adblocks, frauds lack of standards etc. Use of data and build a holistic platform at scale Include Programmatic in the sales process and focus on education and learning – both internal and external 1 2 3
- 28. 28 Key takeaways Think about programmatic as a process for improving your business (not only as a way of buying display ads). Treat programmatic as a premium offering – not remnant on low prices Start with a lean set up - use of data, optimization, advanced solution and more stuff will come. 1 2 3
Hinweis der Redaktion
- Anyone that heard about Uber 5 years ago? Not so strange, since they started to challenge the traditional taxi industry at that time. Now, it is the worlds largest taxi company without owning a single car. They reinvented the way you order and pay for a taxi. Uber are valued at some $40 billion, with operations in more than 200 cities in 54 countries around the world and enerate over one million jobs in cities around the world Uber does not employ drivers or own its vehicles, but instead uses independent contractors with their own cars. As such it has become a key player in the “sharing economy”, which allows the drivers to operate their own business, along with its risks and profits. Read more: http://www.businessinsider.com/uber-ceo-travis-kalanicks-success-story-2014-9#ixzz3c51kUsYt
- How many of you have tried Airbnb? 7 years ago, they didn’t exist, now they are the worlds largest house renting company, without owning a single room and operate in 192 countries In fact the company started with some young guys who lived in San Francisco and had an idea to rent some rooms in their place to people who were coming to a large design conference in San Francisco. They bought some air mattresses, set them up in extra space and rooms in their condo, created a basic website and told a few people about it. Then, they added the element to serve breakfast to their guests also. And there you have it--Air Mattress Bed and Breakfast. Silly, huh? Silly or not, they are now valued at over 10 BILLION dollars with. Usually an industry’s disruption happens faster than anyone anticipates. Things look like business as usual to the slow moving incumbents, who often have not faced a real market threat for a while. This is also the way that Schibsted Media group build its fundament on – by disrupting our own business and challenge our own existing revenues. Why am I showing you these examples? Because this is companies that shows how extremely fast things are changing, how disruptiveness fundamentally change they way we see traditional industries. This is the market we are in, and how we are challenged by totally different companies. These two companies are based on technology, data and social mechanism. Industries we know as totally off-line industries goes heavily into tech and makes and changes all the rules. And people love it! How do we meet this challenges? Facts: 600+ homes are shared all over the world 192 countries Airbnb guests stay longer than average travelers (average travelers stay for 2.8 nights while Airbnb’s average is 5 nights). About 20% of people staying with Airbnb are staying more than 30 days or more. Airbnb guests spend more per trip with an average of $978 per trip while the typical traveler averages $669 per trip. Less than 20% of people have heard of Airbnb and the sharing economy so they have much more room to grow. Partnership with Concur to solidify business travel Hotels list on Airbnb
- Let me very quick take you trough some what Schibsted have done. What was nothing but a start up in 1839 when Schibsted was founded as a small publishing company by Christian Schibsted has evolved and grown into an international corporation with interests in a wide variety of areas, all based on our mission. Christian Schibsted started Aftenposten as an arena for news, debate, buying and selling gods and services through ads and classifieds. We have come a long way but in essence this is still what we do. Schibsted Media Group continues to move forward. Fast. What happened around 2000, when all internet companies falled down, was that we established our online classified business as an own company and challenged the traditional newspaper classified. That was a brave move, because FINN.no became the most succefull company in Schibsted by challinging our newspaper.
- In fact is was so successful that the whole move is used as a case at Harvard business school today. What we did was disrupting our own businness. And people loved it. When the dot com-bubble burst in 2001, Schibsted continued investing online, when other traditional media players got cold feet. This boldness led to massive international attention. - The Economist wrote an article about the newspaper industry already in 2006, focusing on the situation were newspapers were going down the drain – very few newspaper companies manages to transform. Schibsted received world fame for being an exception. - The Schibsted Harvard Business School Case: The Schibsted turn around is so exceptional, that first year MBA-students at Harvard Business School are taught the Schibsted Case during the first year Strategy course. Le Monde on Leboncoin We have also been acknowledged for transforming French society with a four page spread in Le Monde on the enormous local strength of our marketplace Leboncoin.
- After that we have kept on rolling out our classified sites in many countries. Do you all know what a classified site is. Willhaben as you probably know is our site in Austria
- Now we are a global company etablished in 44 countries. I don’t want to make this into a sales speech about Schibsted. But what I want to tell you about is how we have met the changes in the market, and also how we deared to challenge our selves. And that is one of my key messages today, how you can meet the changes in our industry and more specifically within programmatic advertising. But we distrupted our own business 15 years ago. That’s a long time in the internet business. So now, the rules are about to change again and we meet competition from new companies that didn’t exist just a few years ago.
- The fight for peoples attention and engagement Is tougher than ever. We are facing new challenges with specialists and vertical players. The severe decline in print advertisement continues in the media houses.
- One thing we have done, is to try make our own new competitor. In FINN we founded a company, hired people and gave them the mission to make the “new FINN” or compete with FINN. Just to force our selves to think different.
- In the year to come we will go towards offering a user a seamless experience between all our sites, across all devices, with useful and relevant personalization. This requires us, like Facebook and Google already have done, to go towards an already logged in ecosystem. The new game requires global scale - we are building global infrastructure to match the giants But it also requires national scale – large, frequent reach and relevant products and services, and rich understanding of our users’ needs and interests. Look at our amazing strength in Scandinavia! We already have the pieces – it is now just a matter of putting them together We will build national ecosystems and Schibsted has a fantastic position to start from. We have dominant reach in our key markets when combining media, classifieds and growth companies. The sum of Schibsted’s sites engages the population and give us as much local strength as any internet giant. The mix of our companies provides rich and differentiating data – even better than Google and Facebook! - about users that gives us unique ability to offer great data-driven products - personalized user services and targeted advertising. And best of all our global scale gives us the strength, money and expertise to to build the global product platforms and technology Infrastructure needed to utilize our local data and reach!
- We are doing a massive effort in product and technology to be able to improve our services further. In a few years we will be much more of a tech driven company. This is necessary to release innovation and gain speed to market. Tech will enable us to continue to deliver world class consumer products, both in media, services and market places. To be more tech driven doesn’t mean that we will not be a content company – but to be able to deliver the greatest user experiences and the best ad solutions we need to invest heavily in tech and common platforms. It will make us faster and give us even better products than today.
- I talked about Uber and Airbnb also. And one other reason for that, was to remind you about how fast things are changing these days. So looking at the mediaspend in Austria today, I am wondering how fast things will change in your market. How will the online industry grow and how advanced will you become? For me it is not a question about, WHY should you invest your mediaspend in programmatic. But rather HOW can you prepare and take advantage today and start invest in programmatic.
- Just to start with the obvious. When I talk about Programmatic. I know that you most of you often talk about RTA. So that is the same thing.
- Display ads are just a format. But programmatic is a process for how to buy and optimize a mediainvestment based on the data you have or can use.
- Programmatic is going to be the way to follow your customer in all channels throughout the whole purchase journey. If you can follow the user, optimize your budgets, be more relevant, all the way into the store, both online and offline sales.
- A Private Market Place, or a PMP, is an invitation-only marketplace where publishers offer advertisers to buy their inventory, often at a fixed price through a DSP. It’s like a mix between open RTB and direct-buys on the programmatic market. The inventory offered via PMPs is often unavailable through open RTB, and is highly sought after. However, the general view that PMPs are the only way to buy brand safe inventory is wrong. A lot of big publishers are making their entire premium inventory available through open RTB. A PMP is a deal between a publisher and an advertiser – that’s it. Preferred Deal/Direct Deal A preferred deal is a direct deal between publishers and advertisers or agencies. After the conditions (volumes, targeting and pricing) of the deal have been negotiated between the seller and the buyer, the seller provides a deal ID with which the buyer can then directly buy on this deal package. Open Auction An open auction is a public place where agencies and advertisers can buy ad impressions without prior clearance or negotiation with publishers or marketers. (Note: Some publishers and SSPs still require clearance before their inventory can be accessed in open auctions.)