1 Getting Creative With Programmatic Chuck Moran VP Marketing RhythmOne November 14, 2016
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1
Getting Creative With Programmatic Chuck Moran VP Marketing RhythmOne
November 14, 2016
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
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
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 INVENTORY NATIVE 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
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
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
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+
8
Programmatic
A Starting Point
TV
Nat
ive
Soc
ial
Vid
eo
Mob
ile
Dis
play
Prog
ram
mat
ic
Prog
ram
mat
ic
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
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