Danish mediaassoc conf 2014 (condenast)

“How Programmatic is Changing our

Landscape & the Conde Nast Approach”

Presented by: Rick Welch

Conde Nast Media Group

• Major Shifts in Advertising Budget to Programmatic (AmEx, Unilever, P&G, & more…)– Budgetary shifts to programmatic ads indicate success and trust in the future of

programmatic tech. Among those with huge budgets devoted to programmatic spend are American Express (will soon be 80+% of budget), Unilever, and P&G (quoted ~70% of budget). Representing an industry-wide movement towards programmatic spend in media plans.

• American Express Wants to Shift Online Ad Budget to Programmatic Technologies || 5.6 || AdAge || http://bit.ly/1mz4PhV

Industry TrendsWhy is a programmatic strategy important for publishers?

• “Big Players are Investing with Big Moves”– The big five publishing groups (Google, Facebook, AOL, Yahoo, & Microsoft)

receiving the largest digital spend are seeing great returns on selling programmatically. Revenue growth from AOL platforms has increased 20% due to programmatic efforts. Facebook’s programmatic efforts are allowing it to challenge Google in ad sales. Programmatic scale and sales opportunities allow for effective competition of market share.

• The Big Five (Google, Facebook, Microsoft, Yahoo, & AOL) and Programmatic Brand Advertising || 11.11 || MediaPost || http://bit.ly/1EBnOgZ

Industry TrendsWhy is a programmatic strategy important for publishers?

Types of Programmatic Buys(as defined by the IAB)

PMP (AG, PD, PA) will be the primary focus for us in 2015

and will represent over 75% of our programmatic revenue

DEFINITIONS ACCORDING TO IAB

AUTOMATED GUARANTEEDReserved inventory at fixed rate

(also referred to as “programmatic guaranteed”)

UNRESERVED FIXED RATEFixed CPM, inventory is not reserved

PRIVATE AUCTION Variable CPM, pre-approved advertisers

OPEN AUCTION Unreserved inventory on the open exchange platforms

Conde is semi transparent in the open market and

pushing out of this area in 2015

SOURCE: THIS IS THE SOURCE

CN PMP: How to buy & what is available

For fixed rate buys (guaranteed, non-reserved)

• High-impact & rich media units such as tandems & takeovers are available via (alternatively, via Google Reserve if preferred)

CN Auctions

• Do not include takeovers, ads will not be served in tandem

• Are established at the account level (not agency or trading desk)

Pricing is based on existing Condé-Client rate card

• If no such rate card exists, a default programmaticrate card will be provided.

All types of CN programmatic buying are available at the following three levels of transparency:

Individual publications (ex: CNTraveler.com)

Categorical (established CN Collections)

RON (blind)

1

2

3

PLATFORM PARTNERS

DISPLAY/MOBILE VIDEO EMAIL

EXCHANGE/PMP AUTOMATED GUARANTEED

[2015]

+

SAMPLEDISTRIBUTION PATH

DISPLAY

EMAIL

MOBILE

VIDEO

PROGRAMMATIC CAN BE PREMIUM

SOURCE: THIS IS THE SOURCE

MASTHEAD UNIT

• High-impact IAB Rising Star unit

• Available to be bought programmatically through Conde Nast PMP

SOURCE: THIS IS THE SOURCE

“LIGHTBOX” UNIT

• Branded interstitial video experience launched from standard banner units

• High-impact execution that takes advantage of standard unit scale

• Successful 2014 campaigns for Tory Burch, Burberry, Samsung

• $45 CPM

LIGHTBOX UNIT

• Unit can run on any of Condé Nast titles –homepages or section headers

• Provide video content to be viewed within unit

• If no content can be provided from client, Condé Studio team can work with you to create needed video

LIGHTBOX UNIT

• Unit can run on any of Condé Nast titles –homepages or section headers

• Provide video content to be viewed within unit

• If no content can be provided from client, Condé Studio team can work with you to create needed video

LIGHTBOX UNIT

• Unit can run on any of Condé Nast titles –homepages or section headers

• Provide video content to be viewed within unit

• If no content can be provided from client, Condé Studio team can work with you to create needed video

CREATIVE PARTNERS

2015 StrategyHow Conde is going to meet the market’s

digital demands & revise the approach to the

programmatic market

Market Concern 1: Quality of content & audienceAnswer: Continued Best-in-class content creation

Market Concern 1: Quality of content & audienceAnswer: Continued Best-in-class content creation

Market Concern 2: View-ability & FraudAnswer: Commitment to top level service & customer satisfaction

SOURCE: THIS IS TE SOURCE

Additional Steps:MARKETPLACE IDEATION

-CN SCALE MARKETPLACE

-CN WOMEN’S COLLECTION PRIVATE MARKETPLACE

-THE NEW YORKER PRIVATE MARKETPLACE

-DETAILS NETWORK PRIVATE MARKETPLACE

-FOOD INNOVATION GROUP PRIVATE MARKETPLACE

-CN RISING STAR PRIVATE MARKETPLACE

-CN MASTHEAD PRIVATE MARKETPLACE

-CN PRIVATE MARKETPLACE FOR RETARGETERS

-CN MOBILE PRIVATE MARKETPLACE