Pushing the Creative Envelope in Programmatic, Digiday Programmatic Summit, November 2016
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Chuck Moran presentation at DPROG in Palm Beach, FL, November 2016
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Pushing the Creative Envelope in Programmatic, Digiday Programmatic Summit, November 2016
- 1. 1 Getting Creative With Programmatic Chuck Moran VP Marketing RhythmOne November 14, 2016
- 2. 2 Programmatic Has Arrived Note: Digital display ads transacted via an API, including everything from publisher0erected APIs to more standardized RTB technology; includes native ads and ads on social networks like Facebook and Twitter; includes advertising that appears on desktop/laptop computers, mobile phones, tablets and other internet-connected devices; *includes banners, rich media, sponsorship, video and other Source: eMarketer, Sep 2016 $11.59 $17.50 $25.23 $31.87 $37.88 55.0% 65.0% 73.0% 78.0% 82.0% 145.3% 51.0% 44.2% 26.3% 18.9% 2014 2015 2016 2017 2018 Programmatic digital display ad spending % Change Percent of total digital display ad spending* US Programmatic Digital Display Ad Spending, 2014-2018 Billions, % change and % of total digital display ad spending*
- 3. 3 Get Beyond Display PRIORITY NO.1 83.0% BUY RICH MEDIA 92.8% BUY VIDEO 83.9% BUY NATIVE 42.0% ARE BUYING ALL THREE
- 4. 4 Opportunities and Challenges What is Native? 76% 63% 53% 40% 32% 19% Sponsored Content In Feed Ads Content Widgets Promoted Listings Native Banners Paid Search INSTREAM All: 92% Power: 93% OUTSTREAM All: 43% Power: 64% Source: Advertising spend based on IAB data for full year 2015. ~$22B opportunity calculated assuming Mobile ad spend share equal its respective time spent share. Time spent share data based on eMarketer 4/16. Excludes out-of-home, video game, and cinema advertising. Time Spent Ad Spend Total internet ad spend = $60B, of which mobile ad spend = $21B Time Spent In Mobile vs. Mobile Advertising Spend USA, 2015 ~$22B OPPORTUNITY VIDEO INVENTORY RICH MEDIA INVENTORYNATIVE INVENTORY POOR QUALITY 36.4% GOOD QUALITY 63.6% POOR QUALITY 27.6% GOOD QUALITY 72.4% POOR QUALITY 22.4% GOOD QUALITY 77.6%
- 5. 5 Aligning Goals and Expectations BRAND PERFORMANCE M A R K E T I N G F U N N E L Awareness Consideration Conversion Loyalty 42% NATIVE 39% VIDEO 42% RICH MEDIA TOP GOALS PRIORITY NO.2 59% NATIVE 48% VIDEO 65% RICH MEDIA TOP SUCCESS METRICS
- 6. 6 Marketing Technology Advertising Technology First-Party Data Second- and Third-Party Data Gaining a 360 View of the Customer CRM Website In Store Email/ IM Call Centers Events Social Media TV DOOH Mobile Advertising Desktop Advertising Search Transactions/ purchases Content Engagement Call Center Data Account data In-person interaction Chat Search/ browsing behaviors Demographics Purchase trigger Geo- location Preferences Needs Communities CUSTOMER 360° CUSTOMER INSIGHTS PRIORITY NO.3
- 7. 7 The Consolidation Opportunity Over 60% of respondents use between 2-5 platforms for their programmatic buying … Volume, Volume, Volume 35% 42% 33% 55% Pro-consolidation Anti-consolidation Volume: Performance Volume: Ad Type The Solution? … 6.8% use 10+
- 9. 9 Key Takeaways To capitalize on the next generation of programmatic, we must: • Get out of our display shell • Align our goals and expectations • Consolidate to achieve a 360 degree view of clients 1 2 3 • Get out of our display shell • Align our goals and expectations • Consolidate to achieve a 360 degree view of clients 1 2 3 • Get out of our display shell • Align our goals and expectations • Consolidate to achieve a 360 degree view of clients 1 2 3 • Get out of our display shell • Align our goals and expectations • Consolidate to achieve a 360 degree view of clients 1 2 3