ProgrammaticallySpeaking
WEBINAR
Our SpeakersToday
Liam Lucas
Regional Director –Asia
atRubicon Project
Vishal Dalal
Head– Sales Partnerships
atInMobi
Rubicon Project is a Market Leader
Audiweb top 50, Nielsen Top Sites Australia, Nielsen Top 250 France, comScore 100 UK, c...
Global & Pan European
Latin America
Southern Europe
Eastern Europe
Northern Europe
India Japan
As well as Working with the...
EvolutionofProgrammatic
In the 1960s,Advertising
was Broadcast…
1
Ad for Family of Five
Device
Ad Blasted to
Millions of People
Planned
MONTHS
in ...
Today, We Experience
1000s of Ads per Day.
Real-Time is Necessary.
5
Ads for Family of Five
Devices
Individually
Targeted ...
80ms
Automation
The technique, method, or system
of operating or controlling a process
by highly automatic means, as by
electro...
Before After
Before After
WhyAutomation for theAdvertising industry?
S
E
L
L
E
R
B
U
Y
E
R
BRAN
D
BRAN
D
BRAND AGENCY NETWORK PUBLISHER
BRAND
AGENCY
TRADING DESK
PUBLISHER
DATA MANAGEMENT
PLATFORM
BRAND
BRAND
DSP
...
OPEN EXCHANGE PMP
Diversified publisher base Premium inventory or publishers with user data
enrichment
No relationships re...
DATA MANAGEMENT PLATFORM
• A data management platform is a data warehouse. It’s a pieceof software that sucks
up, sorts an...
InMobi-DATAGATHERING&SYNTHESIS
DATA GATHERING
DATA
COLLECTION
InMobi SDK
SDK
3rd party data
SYNTHESIS
Decision ScienceData...
Millennial – 68 million users
Social Butterflies – 34 million users
Audio Video Enthusiasts – 53 million users
Entertainme...
Global and APAC
Programmatic Trends
12
16
20
25
30
3
4
5
6
7
10%
20%
30%
40%
0
2013 2014 2015 2016 2017 2018 2019
RTB Programmatic Non-RTB Programmatic Non-Pr...
APAC Programmatic Penetration by Country 2015
APAC Programmatic Spend with Comparison to the World Spend
Trends in India
2014 2015 2016 2017 2018 2019 2020
Billions
Spend on Online Display
ProgrammaticDirect Non-Programmatic PMP Real timeBiddi...
0
2
4
6
8
10
12
2014 2015 2016 2017 2018 2019 2020
Billions
Spend on Online Video
ProgrammaticDirect Non-Programmatic PMP ...
0
5
10
15
20
25
30
35
40
2014 2015 2016 2017 2018 2019 2020
Billions
Spend on Mobile Display
Programmatic Direct Non-Progr...
0
5
10
15
20
25
2014 2015 2016 2017 2018 2019 2020
Billions
Spend on Mobile Video
Programmatic Direct Non-Programmatic PMP...
0
10
20
30
40
50
60
OnlineDisplay
OnlineVideo
MobileDisplay
MobileVideo
OnlineDisplay
OnlineVideo
MobileDisplay
MobileVide...
InMobi’sStrengths in
Programmatic
31
PUBLISHERS
NEWS/
BUSINES
S
UTILITY/ CLASSIFIEDS/
MOBILE WALLTES
VIDEO/ENTERTAINMENT/GAMING SOCIAL/ FASHION
.. and many ...
32
JAPAC
530Mn
MIDDLE
EAST +
AFRICA
151 Mn
LATAM
180 Mn
NORTH
AMERICA
253 Mn
EUROPE
328 Mn
20 INTERNATIONAL OFFICES
CHICAG...
Camera Access Video Social media Add to Calendar
Map location Weather Feed
INMOBISTUDIORICHMEDIACOMPONENTS
Herearesome com...
BRAND PROTECTION
1
REAL-TIMECHECKS
2 Detect spoofingat all
levels- user,req,
impression,click,data
Ensurethe validityofimp...
1. Work with exchanges during media planning
2. Leverage key features of PMPs
3. Talk to the exchange even in case of OX b...
InMobiwantedtobetterunderstandhowbrandmarketersviewthisspace.
Itwilltakeyou 10minutestocompletethissurvey,thatencompassesu...
THANK YOU! You can contact us at:
vishal.dalal@inmobi.com
Programmatically Speaking with InMobi and Rubicon Project
Programmatically Speaking with InMobi and Rubicon Project
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Programmatic advertising is the latest buzzword to have garnered a loyal following in the West. Learn about trends on programmatic ad spends across markets and get insights on its state in India. Watch the video @ https://youtu.be/DnehXULVDHc

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  • Advertising 2.0 (today): The fight for Audience Attention

    The intense fragmentation of devices, audiences and formats is phenomenal. And it’s exponentially becoming bigger every day… And this alteration in consumer behavior presents new challenge and opportunity for advertising today.

    That same family of 5 is now being bombarded with ads from the moment the family members awake till they go to sleep. And for brand & performance marketers, even though the consumer is more accessible than ever before, you now must target them on multiple devices, in different environments with different formats… The industry is at a breaking point, and we need to evolve.

    What’s more – attention has become divided/fragmented. It used to be one screen: the tv. Now a myriad devices creates a multiple of different digital environments with which to consumer content. On the computer, TV, magazines, mobile devices in different locations—even on planes.

    Thus, engagement has become fragmented. And the challenge is felt by you – the advertiser as you seek to tell stories across multiple devices.

    The only way to effectively reach that family of five today is through the use of powerful automation technology.
  • Advertising 1.0 (yesterday)

    Why is automation so important – because advertising as we knew it used to be so much more manageable.

    Your predecessors could reach an entire family at 8.30pm four times an hour. You would have one tv ad spot, viewed by a family/group. That would have been bought/sold manually through many discussions, negotiations and conversations over days or weeks.
     


     

  • Advertising 1.0 (yesterday)

    Why is automation so important – because advertising as we knew it used to be so much more manageable.

    Your predecessors could reach an entire family at 8.30pm four times an hour. You would have one tv ad spot, viewed by a family/group. That would have been bought/sold manually through many discussions, negotiations and conversations over days or weeks.
     


     

  • How many of you have executed on audiences?
  • Programmatically Speaking with InMobi and Rubicon Project

    1. 1. ProgrammaticallySpeaking WEBINAR
    2. 2. Our SpeakersToday Liam Lucas Regional Director –Asia atRubicon Project Vishal Dalal Head– Sales Partnerships atInMobi
    3. 3. Rubicon Project is a Market Leader Audiweb top 50, Nielsen Top Sites Australia, Nielsen Top 250 France, comScore 100 UK, comScore 100 US 53% 47% 54% 46% 42% 58% 40% 60% 25% 75%
    4. 4. Global & Pan European Latin America Southern Europe Eastern Europe Northern Europe India Japan As well as Working with the Largest Premium Publisher Properties around the World
    5. 5. EvolutionofProgrammatic
    6. 6. In the 1960s,Advertising was Broadcast… 1 Ad for Family of Five Device Ad Blasted to Millions of People Planned MONTHS in Advance
    7. 7. Today, We Experience 1000s of Ads per Day. Real-Time is Necessary. 5 Ads for Family of Five Devices Individually Targeted Ads Delivered in REAL-TIME
    8. 8. 80ms
    9. 9. Automation The technique, method, or system of operating or controlling a process by highly automatic means, as by electronic devices, reducing human intervention to a minimum.
    10. 10. Before After
    11. 11. Before After
    12. 12. WhyAutomation for theAdvertising industry? S E L L E R B U Y E R
    13. 13. BRAN D BRAN D BRAND AGENCY NETWORK PUBLISHER BRAND AGENCY TRADING DESK PUBLISHER DATA MANAGEMENT PLATFORM BRAND BRAND DSP DSP DSP INMOBI EXCHANGE PUBLISHER PUBLISHER
    14. 14. OPEN EXCHANGE PMP Diversified publisher base Premium inventory or publishers with user data enrichment No relationships required, anyone can buy Multiple buying options for access to the exclusive inventory: • Private Deals • Preferred Deals • First Look Publishers usually avoid selling 1st party data MEDIA BUYING OPTIONS
    15. 15. DATA MANAGEMENT PLATFORM • A data management platform is a data warehouse. It’s a pieceof software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses. • InMobi manages & curates first party and 3rd party data • PMPs on InMobi exchange leverage InMobi’s data to target the right audience • PMPs are super easy to execute. Its as simple as creating a deal within the exchange and exposing it to the DSP
    16. 16. InMobi-DATAGATHERING&SYNTHESIS DATA GATHERING DATA COLLECTION InMobi SDK SDK 3rd party data SYNTHESIS Decision ScienceData Science MULTI-DIMENSIONAL UNDERSTANDING Location Proximity Patterns GEOGRAPHIC Interest – content Consumption, Internet- Mobile Ad Interaction BEHAVIORAL Gender Age Group DEMOGRAPHIC Device Usage Pattern, Device Ownership, Devise Characteristics TECHNOGRAPHIC BULDING THE PERSONA Physically seen around relevant POI at least x times in the past y days Visited relevant sites and apps at least x times in the past y days Falls within the advertiser’s target audience requirements LOCATION GRAPH INTEREST GRAPH INTENT GRAPH DEMOGRAPHICS GRAPH Clicked relevant related ads more than x times in the last 30 days
    17. 17. Millennial – 68 million users Social Butterflies – 34 million users Audio Video Enthusiasts – 53 million users Entertainment Enthusiasts – 32 million users Avid Shoppers – 15 million users Top Audience Segments
    18. 18. Global and APAC Programmatic Trends
    19. 19. 12 16 20 25 30 3 4 5 6 7 10% 20% 30% 40% 0 2013 2014 2015 2016 2017 2018 2019 RTB Programmatic Non-RTB Programmatic Non-Programmatic Growth 50% 60% 0% 10 20 30 40 50 60 70 80 70% 8 5 Global Programmatic Spend and Growth
    20. 20. APAC Programmatic Penetration by Country 2015
    21. 21. APAC Programmatic Spend with Comparison to the World Spend
    22. 22. Trends in India
    23. 23. 2014 2015 2016 2017 2018 2019 2020 Billions Spend on Online Display ProgrammaticDirect Non-Programmatic PMP Real timeBiddingAutomatedGrntd
    24. 24. 0 2 4 6 8 10 12 2014 2015 2016 2017 2018 2019 2020 Billions Spend on Online Video ProgrammaticDirect Non-Programmatic PMP Real timeBiddingAutomatedGrntd
    25. 25. 0 5 10 15 20 25 30 35 40 2014 2015 2016 2017 2018 2019 2020 Billions Spend on Mobile Display Programmatic Direct Non-Programmatic PMP Real time BiddingAutomatedGrntd
    26. 26. 0 5 10 15 20 25 2014 2015 2016 2017 2018 2019 2020 Billions Spend on Mobile Video Programmatic Direct Non-Programmatic PMP Real time BiddingAutomatedGrntd
    27. 27. 0 10 20 30 40 50 60 OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo OnlineDisplay OnlineVideo MobileDisplay MobileVideo 2014 2015 2016 2017 2018 2019 2020 Billions($) Non-Programmatic Open Exchange PMP
    28. 28. InMobi’sStrengths in Programmatic
    29. 29. 31 PUBLISHERS NEWS/ BUSINES S UTILITY/ CLASSIFIEDS/ MOBILE WALLTES VIDEO/ENTERTAINMENT/GAMING SOCIAL/ FASHION .. and many more PREMIUMINVENTORY
    30. 30. 32 JAPAC 530Mn MIDDLE EAST + AFRICA 151 Mn LATAM 180 Mn NORTH AMERICA 253 Mn EUROPE 328 Mn 20 INTERNATIONAL OFFICES CHICAGO NEW YORK SAN FRANCISCO PARIS LONDON DUBAI MUMBAI DELHI BANGALORE BANGKOK SINGAPOR E KUALA LUMPUR JAKARTA TOKYO SHANGHAI SEOUL BEIJING SYDNEY AUCKLAN D MELBOURNE INMOBI OFFICE INMOBI OFFICE WITH CREATIVE TEAM #OF UNIQUES REACHED IN MILLIONS LOCALREACHATSCALEWITHLOCALSERVICE 1.4 BILLION UNIQUES ACROSS THE COUNTRY
    31. 31. Camera Access Video Social media Add to Calendar Map location Weather Feed INMOBISTUDIORICHMEDIACOMPONENTS Herearesome components thatcould be used in a richmedia ad unitto engage further withyour brands targetaudience. Pannable Image gallery
    32. 32. BRAND PROTECTION 1 REAL-TIMECHECKS 2 Detect spoofingat all levels- user,req, impression,click,data Ensurethe validityofimpressionsand clicks- allowsto excludebots, fraudand accidentalclicksand impressionsfrom the billingprocess BIGDATA TREND ANALYSIS
    33. 33. 1. Work with exchanges during media planning 2. Leverage key features of PMPs 3. Talk to the exchange even in case of OX buys 4. Think audiences not properties 5. Audience buying comes at a price 6. Evaluate partners on platform capabilities, inventory & user scale, ad formats available & creative capabilities THINGSTO REMEMBER
    34. 34. InMobiwantedtobetterunderstandhowbrandmarketersviewthisspace. Itwilltakeyou 10minutestocompletethissurvey,thatencompassesusageandinvestmentinmobile programmaticadvertising,alongwiththebenefits, opportunitiesandroadblocksinthecurrentdynamic,datadrivendigitallandscape.Everyonewhocompletesthesurveywillreceiveacopy oftheresultsof thesurveyin June. We’dlovetoget yourtake,solet yourselfbeheard! Clickhere- The InMobi Mobile ProgrammaticSurvey: ABuyer’sPerspective, 2016 https://www.surveymonkey.com/r/inmobi-mobile-programmatic-survey
    35. 35. THANK YOU! You can contact us at: vishal.dalal@inmobi.com

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