Todd Tran - Iab Italia – Associazione dedicata all'advertising ...€¦ · Todd Tran Global SVP Mobile & Programmatic Teads Amir Malik Director of Programmatic Localworld . PROGRAMMATIC

Todd Tran Global SVP Mobile & Programmatic

Teads

Amir Malik Director of Programmatic

Localworld

PROGRAMMATIC VIDEO: The essential questions

REINVENTING VIDEO ADVERTISING

Industry challenges

1. Do users like pre-roll video ads?

Source: Censuswide Research, Jan 2015

74% of people find being forced to watch video ads before video content

ruins the online experience

Users do not like forced advertising

2. How much premium video inventory is available?

Source: Mediametrie / Nielsen July 2014

Premium video inventory is scarce

OF ONLINE VIDEO INVENTORY

IS PREMUIM

5%

Teads is the inventor of outstream With inRead, an award-winning format*

*IPA Media owner survey 2014, IAB recognized format

Introducing inRead

•  Pricing Model: CPCV, CPV, CPM

•  Guaranteed Delivery •  Premium Editorial Publishers

Managed Services •  Pricing Model: CPM •  Priority access •  Quality Editorial

Inventory

Deal ID •  Pricing Model: CPM •  Auction-based •  Quality Editorial

Inventory

Open Exchange

Buy the way you want

3. Is video going programmatic?

U.S. Programmatic Spend U.S. Programmatic Spend

2013 2014 2015 2016

$2.9

$0.1

$3.8 $4.9

$1.4

$6.5

$2.9

$7.1

$3.1

$7.5

$6.8

$1.1

$2.0 $4.9

$3.9

$0.5

Desktop Display

Mobile

2018 2017

Forecast: Real-Time Bidding Digital Ad Sales (U.S)

Video

0%

10%

20%

30%

40%

50%

2012 2013 2014 2015 2016 2017

UK

France

Italy

Spain

Germany

Programmatic as % of video ad spend in the EU 5

EU5 Programmatic penetration

Source: HIS, Video Goes Programmatic: Forecasting the European online video advertising landscape, 2013

4. Can native video go programmatic?

Examples of programmatic native video

Teads outstream video format inRead programmatic revenue grew

300% in 2015 so far.

5. Does programmatic work for brand campaigns?

“The reason why is that it creates more value. It creates value for the consumers, and therefore creates value for the publisher and for the advertisers/brands. It enables you to more precisely target, and do it at a very valuable price, and then get a nice business lift from it.” Marc Pritchard, CMO, P&G

Procter & Gamble Aims to Buy 70% of Digital Ads Programatically Other Marketers Likely to follow P&G’s Example

95%+ of Teads’ programmatic buyers are running brand campaigns

6. Are premium publishers going programmatic?

730MM unique visitors globally

America

Europe

Middle East

APAC

7. How much of programmatic video is private marketplaces?

59%

41%

PMP Open Exchange

Teads Programmatic Impressions Aug 2015

8. Mobile programmatic?

Source: www.eMarketer.com

US Mobile Programmatic Display Ad Spending, 2013-2016 Billions, % Change and % of total mobile display ad spending

Mobile Programmatic?

Back to the most important question: Do users like pre-roll video

ads?

Source: www.eMarketer.com

In Germany

61% Of pre-roll ads are blocked.

REINVENTING VIDEO ADVERTISING