Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating Digital Publisher of the year 2010 & 2013 Premium Programmatic playing to media owners strengths @JohnMNBarnes MD Digital Incisive Media Barcelona | June 2 - 4th, 2014
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Premium programmatic playing to media owners strengths
Growth of Programmatic buying and the increased sophistication of Ad technologies are presenting media owners with fresh challenges but these should be embraced as the benefits far outweigh the disadvantages. As first party data becomes increasing important media owners need to learn how to present and package custom audience segments to agencies and clients, and the buy side need to rethink what value means and start to buy again on quality and reach not volume and price.
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Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Premium Programmatic playing to media owners strengths
@JohnMNBarnes
MD Digital Incisive Media
Barcelona | June 2 - 4th, 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
…Before the rise of programmatic buying and “audience retargeting” most quality brand media was purchased on a very particular contextual signal!
Even if the market didn’t call it that!
Back then, “context” was code for a publication or broadcast programme’s brand.
And the audience that brand attracted!
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
The multi screen world is compounding this as we are not competing for the users attention between content and adverts anymore, but between activity and screens
Source Google 2012
Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
A new definition of context is driving device choice
Source Google 2012
Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
..and what content we are consuming on what sites, how frequently, for how long each visit and by who!
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
BUT what brands are regularly consumed seems less important to advertisers in this programmatic realm!
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
For publishers large circulations are increasingly less valuable in this environment, but are
essential to build high quality custom audiences, which now command the best prices
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Rather than assuming users consume digital on different devices in silos, the multi screen world is:
Based on a trusted relationship between the publisher and the user, across devices
Users will be tracked across devices to close the loop on attribution, and to build better first part data sets
Agencies and advertisers cannot know these users are the same person Publishers can Using tools like PPID (publisher provided ID) and MD5#
Our goal is multi-device and multi-channel attibution, with a more engaged and loyal customer, based around the concept of clearly defined and identifiable premium audiences, consuming premium content, in a premium environment, targeted using programmatic premium
What does this mean to us?Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 201311
Understanding who users are, what content they are consuming, on which devices, when in the day, and where and why is now at the heart of
our revenue strategy
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
The Evolution of Audience buying
Private
Marketplace2012 - ?
Premium
Ad Exchanges2007 - 2014
Autom
ated
Ad Networks2005 - 2012
Remnant
Manual
WO
RK
FLO
W
SUPPLY
Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Most inventory is traded on data!
3rd Party Behavioral 3rd Party assumed intent 1st Party demographic
B2B data has always been more sophisticated than B2C, it is based on actual demographics per user (1st Party)
Because of the historic lack of B2C data, agencies and advertisers think that the current levels of data are sophisticated
We think they are basic, because they are based on assumed intent and historical behaviour, NOT on the user demographics with intent and behaviour overlaid i.e a premium audience!
Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Intent and behaviour data, the flaw!
Johnny Tim George
All three like Sport (particularly Cycling, Cricket and Rugby)
Enjoy air travel, staying in hotels and eating out
Love technology and automobiles, especially supercars such as Ferrari’s
Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Intent and behaviour data – the solution!
Johnny Tim GeorgeJohnny
Intender
Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Intent and behaviour data – the solution!
Johnny Tim GeorgeGeorge
Behavioural Intender
Johnny
Intender
Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Intent and behaviour data – the solution!
Johnny
Intender
Tim
Qualified Buyer
George
Behavioural Intender
Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Re-targeting: Agencies and networks don’t have audiences!
All they can do is target and buy on intent and behaviour
As a result they want volume to minimise risk, and maximise discount, because this approach is wasteful
RTB and programmatic rule in this world
This has forced a separation of editorial and ad space and we have lost the original context of it’s value as a result
Publishers can counter this by overlaying 1st party demographic data, with behaviour and intent and offering a premium programmatic buy, retargeting on and off their sites
This massively improves targeting, reducing volume and increasing value
Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Exclusivity and clarity on audiences for the trading desks
Access to budgets dedicated to automated trading opening up a new range of clients
Building premium targeting solutions through 1st and 3rd party data combinations that can be bought programmatically or as PMP deals
Increase advertising efficiency, and drive up price
improve performance and results for clients and house campaigns
BUT Agencies in particular need to see the value in this and pay the higher CPM this sophisticated solution commands
The opportunities for publishers to drive higher revenues through premium programmatic are:
Barcelona | June 3, 2014 Premium ProgrammaticDigiDay Publishing Summit 2014
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
So what have we learned?
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
Operating as a buyer of our own audience is giving us real insight into
the quality, uniqueness and value of our data!
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
We know through AOP and our own clients research that premium content environments improve the consumers perceptions of advertisers and acts as a driver for better results
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
That by releasing more inventory to be bought programmatically, by a wider range of clients, we are exposing them to the benefits our brands bring by restoring the contextual balance of editorial, advertising and audiences, resulting in greater numbers seeking these solutions and the better results they deliver
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
…oh , and that CPM is a fatally flawed metric, ‘a Crap Publishing Metric’, that rewards scale, devalues quality and does not reward specialists who spend time, money and expertise building high value audiences
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013
So to quote John Battelle ‘It is time to get back the context and embrace this premium programmatic sell, it is good for publishers, good for brand marketers and good for the industry!
Or to put it more simply get your MOJO back!
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetratingDigital Publisher of the year 2010 & 2013