Digital Advertising & Marketing Entrepreneurship: current building blocks and the way forward.

Digital Advertising & Marketing Entrepreneurshipcurrent building blocks and the way forward

Things we’ll discuss today…›Marketing & Advertising quick introduction to key stakeholders

›The “Digital” element in Marketing & Advertising

›The Digital Advertising Paradox

›The Programmatic (R)evolution

›Tailwind overview› Timeline

› Key offerings

› The story so far – results

› The story so far – lessons learned

›Next steps

›Final thoughts

ConsumerBrand

ConsumerBrand

Agency Media

SupplyDemand

Advertising

Market

The “Digital” Element in Marketing & Advertising

The “Digitization” of Marketing & Advertising follows the ongoing

“Digitization” of our daily lives

The “Digital Consumer/Customer” journey has become substantially

more complex & fragmented

In parallel the “Digital Company / Brand / Advertiser” has been adopting

“Digital” tools & introducing “Digital” skills to respond to the rapidly

changing ecosystem

Window Shopping

Online Shopping

Opinions / Ideas Exchange

Social Media

Social Map

TV

TraditionalMedia

DigitalMedia

Samemethod ofAdvertising

trading

We trade in BULK

even though we use the only

real time –two way connected

medium

which can provide

personalized interaction!

Digital

Advertising

Market

“Programmatic buying is the process of executing media

buys in an automated fashion through digital platforms such

as: exchanges, trading desks, demand-side platforms (DSPs)

and supply-side platforms (SSPs).

This method replaces the traditional use of manual RFPs

[Requests For Proposal], negotiations and insertion orders to

purchase digital media.”

(Business Insider, September 2012)

Let’s start with a definition

The Core Revolution:

Automationof media buying and selling(through technology)

RTB = Real Time BiddingAn online advertising technology that enables you to trade display advertising inventory- impression-by-impression- in real-time- on an auction basis

The protocol for automation is called

& DataAffecting the valuation of each impression

From Media PlanningAttempt to reach the right person with the right message at the right time- Using historical information- Buying in bulk- Post Campaign Evaluation

The underlying evolution

To Audience PlanningEvaluate each impression in real time against the desired audience profile- Using real time information- Post impression evaluation & feedback

Source: IAB Spain 2014

Definitions

› AdExchange = Online automated marketplace that facilitates the buying and selling of inventory across multiple SSPs and DSPs

› Demand Side Platform (DSP) = An advertising technology platform which allows marketers to manage their online media campaigns by facilitating the automated buying of display media and audience data across multiple inventory and data suppliers in a centralized management platform.

› Supply Side Platform (SSP) = An advertising technology platform which enables the suppliers of online ads (Publishers) to offer their inventory through AdExchange(s)

› Real Time Bidding (RTB) = It’s a technology protocol facilitating one of the possible automated trading mechanisms – a real time auction. For the time being it’s the prevailing mechanism to accomplish automated trading and as such it’s commonly used in place of the more general term Programmatic. In reality RTB is part of Programmatic.

› Data Management Platform (DMP) = a unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments for private use and / or monetization.

More than an open bidding exchange…

One to OneNon RTB

Automates Traditional Direct SalesLonger Commitments

Audience Buying

Buyer Seller

Few to FewKnown as Private Marketplace

Non RTB & RTBBoth parties know each other

Extension of Traditional Direct SalesAutomated Trading

Audience Buying

Many to ManyKnown as Open Ad Exchange

RTBParties don’t necessarily know each other

Automated TradingAudience Buying

Page 38

At Tailwind, we energize publishers &

advertisers to cut through the

complexity of digital business and drive

their business fast forward. Tailwind, a

TDG company, is also the preferred

partner of Sizmek and AppNexus in

EMEA (CEE, SEE & MEA)

tailwind

Overview

"A tailwind is a wind that blows in the direction of travel of an object increasing the object's speed and reducing the time to reach its

destination."

2012 2013 2014

• Spin Off Tailwind• 3 People team• Started Operations

• Programmatic Project

• Group Initiative

2015

• Full Year Operations

• >1 million €revenues

• 12 people• Launched Project

Agora (GR & RO)

• >3 million €revenues (budget)

• 2 additional Project Agora launches

• 25 people

tailwindServices

Summary

Publishers

Focused on solving the struggles of premium publishers in CEE & MEA, tailwind's Appnexus powered publisher solutions are delivering revenue increase & cost efficiencies while retaining full control and transparency for the publishers. Tailwind offers services in the following areas:

› Ad-Serving› Programmatic & RTB Trading (SSP)› Audience Data Segmentation (DMP)› Private Marketplaces› Yield Optimization› Reach Expansion› Business Intelligence Insights› Quality Assurance & Brand Protection› Rich Media Solutions› Project Agora

Traffic

Generation

Monetization

Efficiency

Evaluation

tailwindServices

Summary

Advertisers

tailwind enables advertisers and agencies to deploy and optimize their advertising budget across multiple digital media channels and formats at a maximum ROI.

Being the preferred partner of Sizmek & AppNexus in CEE & MEA, Tailwind is in the unique position to offer a range of solutions that work together to deliver the insights you need to make smarter marketing decisions.

Tailwind services include:› Multichannel Campaign Management› Audience Data Management & Analytics› Monitoring & Optimisation› Rich Media & Video Across Display & Mobile› Programmatic Buying (DSP)› Project Agora

Plan

Campaign

Implement Campaign

Tracking &

Optimization

Reporting

40+Web Sites

The story so far - results

›5 offices

›20 people

›Triple digits YOY growth

› Launched our first proprietary IP solution – Project Agora

› Leading the Programmatic (R)evolution across the markets we cover

The story so far – lessons learned

›The digital Marketing / Advertising ecosystem is undergoing a major paradigm shift / disruption and this indeed creates entrepreneurial opportunities

›Greece is not enough – you need to have a wider perspective

›The start-up path is a hard one› You need dedicated people

› You need to understand the hurdles involved!

Next Steps

›Geographic expansion of Project Agora

›Continue & Increase the development of proprietary solutions / IP

›Strengthen & grow the team

›Find the next big idea / domain ;-)

Final Thoughts

› Digital Marketing / Advertising is a complex environment to navigate, however it still follows the basic rules of the game!

› Programmatic is a (R)evolution already in the making – it will cause rippling effects, which will eventually permeate all media, as they become connected

› The combination of the aforementioned creates an ecosystem thriving with innovation. Supported by high growth rates this is a perfect “incubator” for entrepreneurship

› You need to understand the key concepts & select expert partners to deliver Digital. Don’t get lost in the acronyms & jargon!

Q&A

[email protected]