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1. HI. IM STEVE AND I HAVE A CONFESSION TO MAKE.
2. WHATS IN A NAME? "Programmatic Pandemonium: Learning How To
Navigate The Complex Media Marketplace" "Programmatic Potpourri:
Moving Beyond The Buzzwords" FYI: potpourri actually means "a
mixture of things" "The Programmatic Predicament: Moving Your
Business Forward In A Media Maelstrom" "Solving Programmatic"
3. PROGRAMMATIC MEDIA: TODAY, TOMMORROW & THE NEXT DAY
4. Programmatic
5. PROGRAMMATIC MEDIA FORMATS SOURCE: BUSINESS INTELLIGENCE
MARCH 2015 AND GOOGLE JUNE 2014 PROGRAMMATIC MEDIA SURVEY 0% 10%
20% 30% 40% 50% 60% 70% 80% 90% DISPLAY MOBILE VIDEO SOCIAL SEARCH
TV END 2014
6. WE KNOW PROGRAMMATIC MEDIA IS HOT 41.6% TOP OF MIND WHEN
CREATING A MEDIA RECOMMENDATION END 2014 20% ANNUAL GROWTH REACHING
A TIPPING POINT IN 2015: REPRESENTING 52% OF DIGITAL TRANSACTIONS
46% GROWTH RTB MOBILE FROM 2015 TO 2020 36% GROWTH RTB VIDEO 8%
GROWTH RTB DISPLAY FROM 2015 TO 2020
7. 267 Responses Planner / Supervisor 12% Associate Media
Director 26% VP or Above (Non C) 55% C Suite 7% Add a source
SOURCE: ABOVENATION MEDIA INTERNAL SURVEY / AUDIT
8. PUBLISHING CORP SALES MANAGING $300MM IN BILLING AD TECH
AGENCY SALES MANAGING$200MM IIN BILLING CLIENT $500MM BILLINGS
MEDIA AGENCY SVP MANAGING PARTNER $410MM ACCOUNT OMG! PROGRAMMATIC
MEDIA IS THE BEST.
9. PUBLISHING CORP SALES MANAGING $300MM IN BILLING OUR SALES
APPROACH HAS ADAPTED OVER THE PAST YEAR INTEGRATION OF PROGRAMMATIC
INTO CUSTOM AND DIRECT BUYS WEVE HAD HAPPIER CLIENTS BRAND SAFE
COOL, CUSTOM UNITS BRINGING THEM TOGETHER
11. AD TECH AGENCY SALES MANAGING$200MM IIN BILLING TAKEN THE
BEST ELEMENTS OF MARKETING AND TOSSED THEM OUT THE WINDOW
ELIMINATES THE ABILITY TO CUSTOMIZE AND PERSONALIZE A MESSAGE ON A
ONE-TO-ONE BASIS
12. 76% 57% 66% 36% 36% 21% 8% 61% 61% 63% 46% 36% 18% 16% 0%
20% 40% 60% 80% Advertisers Publishers TOP BENEFITS OF PROGRAMMATIC
ME SOURCE: BUSINESS INTELLIGENCE MARCH 2015 AND GOOGLE JUNE 2014
PROGRAMMATIC MEDIA SURVEY
13. PROGRAMMATIC TELEVISION IS THE NEXT BIG GROWTH
OPPORTUNITY
14. PUBLISHING CORP SALES MANAGING $300MM IN BILLING NEW
[PROGRAMMATIC] FRONTIER IS NATIVE EXPLORING EXACTLY HOW TO EXECUTE
IN THE MOST ENGAGING WAY POSSIBLE BIG AREA FOR GROWTH IN THE NEXT
12 MONTHS
15. Will You Increase Or Decrease Your Use Of Programmatic
Media In The Next 12 Months? 87% 13% SOURCE: ABOVENATION MEDIA
INTERNAL SURVEY / AUDIT
16. By How Much Will You Increase Programmatic Spending Within
The Next 12 Months? 25% 6% 44% 25% 0% 5% 10% 15% 20% 25% 30% 35%
40% 45% 50% 10% 15% 20% 25% % Increase In Programmatic Spend Next
12 Months Increase by this amount SOURCE: ABOVENATION MEDIA
INTERNAL SURVEY / AUDIT
17. What Will The Increase In Programmati c Spending Fund? 50%
31% 12% 7% 0% 10% 20% 30% 40% 50% 60% Digital Video Digital Display
Social Media Mobile Media Programmatic Media Tactic: Incremental
Funding SOURCE: ABOVENATION MEDIA INTERNAL SURVEY / AUDIT 17% IN
NATIVE
18. MEDIA AGENCY SVP MANAGING PARTNER $410MM ACCOUNT OMG!
PROGRAMMATIC MEDIA IS THE BEST. THE MOST IMPRESSIVE THING DRIVING
INFRASTRUCTURE DISCUSSIONS WERE ALL TALKING ABOUT HOW WE ARE
ORGANIZED BEHIND THE SCENES MOST INTERESTING INDUSTRY DEVELOPMENT
AS WE MOVE INTO 2016
19. 15% 25% 50% 10% YESTERDAY SUPERVISOR PLANNER ASSISTANT VP
& ABOVE 15% 20% 30% 10% 20% 5% TODAY SUPERVISOR PLANNER
ASSISTANT VP & ABOVE TRADER / BID MANAGER TECH & DATA
SCIENCE 15% 10% 5% 20% 35% 15% TOMORROW SUPERVISOR PLANNER
ASSISTANT VP & ABOVE TRADER / BID MANAGER TECH & DATA
SCIENCE CHANGE IS NEVER EASY: SAID THE AGE SOURCE: ABOVENATION
MEDIA INTERNAL SURVEY / AUDIT
20. CLIENTS STARTING TO TAKE CHARGE ONE OF THE BIGGEST
PROGRAMMATIC MANAGED MEDIA-BUYING SERVICES COMPANY IN MARKET
RECENTLY REPORTED THAT IT ADDED ROUGHLY: 80 NEW DIRECT ADVERTISERS
WITHIN THE PAST 12 MONTHS 24% OF ITS REVENUES CURRENTLY COME
DIRECTLY FROM MARKETERS VS 76% COMING FROM AGENCIES
21. MEDIA AGENCY SVP MANAGING PARTNER $410MM ACCOUNT OMG!
PROGRAMMATIC MEDIA IS THE BEST. IF YOU LOOK AT ANY MAJOR RFP TODAY
CLIENTS ARE INTERROGATING AGENCIES ON TRANSPARENCY THE DAYS OF THE
BLACK BOX, CASH COW OF THE AGENCY TRADING DESK ARE OVER
22. DO YOU FEEL GOOD ABOUT YOUR LEVEL OF UNDERSTANDING OF
TRANPARENCY AS IT RELATES TO PROGRAMMATIC PRICING? 18% 82%
23. CLIENT $500MM BILLINGS GROWING INCREASINGLY SKEPTICAL THAT
WE DO KNOW EVERYTHING WHERE THERE IS SMOKE THERES FIRE . ITS NEVER
THEM . I HAVE TO SHAKE MY HEAD AND LAUGH I WANT TO TRUST MY AGENCY
.. BUT ITS GETTING HARDER AND HARDER TO KNOW WHO TO BELIEVE WE
SHOULD BE SPENDING TIME FOCUSING ON NEXT GENERATION MEDIA PLATFORMS
NOT WORRYING IF OUR AGENCIES ARE TAKING ADVANTAGE OF US ITS KEY TO
HAVE TRUST WITH MY AGENCY
24. SOURCE: BI INTELLIGENCE MARCH, 2015 PROGRAMMATIC MEDIA
SURVEY NON SEARCH 0% 20% 40% 60% 80% 100% 120% 2015E 2016E 2017E
2018E 2019E 2020E NON-PROGRAMMATIC PROGRAMMATIC RTB RTB SHARE OF
DIGITAL REVENUE
25. ITS ALL ABOUT PROGRAMMATIC TELEVISION ITS ALL ABOUT NATIVE
PROGRAMMATIC = CREATIVITY PROGRAMMATIC NEEDS MORE CREATIVITY MY
STAFF CAN LEARN IT MAKING THE RIGHT HIRES & TRAINING
APPROPRIATELY EFFICIENT ACCOUNTABLE & EFFECTIVE TRANSPARENCY
TRANSPARENCY