Werbeplanung.at SUMMIT 15 - State of the Art Advertising - wie die Schibsted-Gruppe arbeitet - Geir Jangas

THE FUTURE IS NOWGEIR JANGÅS – HEAD OF PROGRAMMATIC Werbeplanung Summit 2015

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The Schibsted Journey is filled with innovation and distruptivness

1839

1966 1996 1998 2003

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1839

1995 1996 1999 2000 2006 2008 2009 2012 2014

2006-

2005 2006 2007 2009 2010 2013 2014

2000 2015175YEARS

VARIOUS INVESTMENTS BY SCHIBSTED GROWTH

INTERNATIONAL EXPANSION OF ONLINE CLASSIFIEDS

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International attention

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The Schibsted Journey is filled with innovation and distruptivness

1839

1966 1996 1998 2003

1860

1839

1995 1996 1999 2000 2006 2008 2009 2012 2014

2006-

2005 2006 2007 2009 2010 2013 2014

2000 2015175YEARS

VARIOUS INVESTMENTS BY SCHIBSTED GROWTH

INTERNATIONAL EXPANSION OF ONLINE CLASSIFIEDS

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A global Internet giant

• 5 continents – 44 countries

• 200M unique users/ month

• 50 billion page views/ month

• Growing rapidly in emerging markets such as LATAM

Now we engage 200M people

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We are up against new playersM

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A) Global socialisers B) Global specialists

C) Global players controlling your identity

• In Norway we established a new company outside FINN.no

• Mission: start “a new FINN.no” and challenge us

• Founded by FINN.no

Schibsted is build on innovation, and by challenging our own business

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Global scale and local strength

GLOBAL SCALEto build the product necessary platforms

LOGGED IN

ADVANCED ANALYTICS

TECH PLATFORMS

FREQUENT NATIONAL REACHSufficient reach on a daily basis

to be top-of-mind

GREAT LOCAL DATACombined data in ecosystems give us the edge

over the American giants

LOCAL STRENGTH

Local newsNational newsMarketplacesSmart services E-commercePersonal financePrice comparison

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WE’RE INVESTING HEAVILY IN TECH & DATA

PROGRAMMATIC ADVERTISING

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RTA = Programmatic (advertising)

How will programmatic influence the sales and marketing discipline?

Programmatic will most likely dominate display sales in 2-4 years time. That is fine, but its not important.

The important is how programmatic will influence the whole sales and marketing discipline.

Programmatic is not about display ads

Its just happens to be that right now, since display ads needed to reinvent their value proposition

Programmatic is a process for how to buy and optimize your media investment based on the data you have or can use, in paid and own channels.

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The real shift will come when programmatic goes offline and on traditional channels

With programmatic, you can use your customer data in more marketing activities

OUR APPROACH AND EXPERIENCE IN SCHIBSTED WITH PROGRAMMATIC

We build a programmatic marketplace to buy display products with tech and data

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BUYERS

• Media agencies

• Trading desks

• AdvertisersDSP

(demand side platform)

SSP(Sell side platform)

SELLERS

• Media houses

• Marketplaces

DYNAMIC MARKETPLACE

AD-EXCHANGE

TECHNOLOGY

Real Time Bidding is a business model in programmatic

DATA

REAL TIME ALLOCATION

Schibsted programmatic global operation

Schibsted Global Programmatic Operation

Global operation, expertise and support Local presence and customer relationship

4 ways you can buy digital from Schibsted today

Direct deals (DealID)

Private marketplace

Open market Direct sales(Manuel)

Programmatic - Non-guaranteed Guaranteed

Premium products and packages

The buyer need an invitation (Seat ID) to buy the inventory

Inventory bought on RTB - open auction

Non-programmatic manualy

Guaranteed delivery

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We make buyers guides

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Daily information about buyers decreasing or increasing their spending, makes it easy for sales people to take action

Sales is still important

VOLVO

1 Background

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Setup

Next step / result

• Mindshare/Volvo wanted to improve campaign result and needed more flexibility and therefore focused on programmatic

• Business review 4 times a year

• Regular meetings for sharing best practice

• Insights from Schibsted on a regular basis

• Common product development

• Focus is on programmatic but with flexibility.

• Includes video, display & mobile. Volvo also can use Schibsted audiences

• Release Rich Media in mobile after the summer

• Look into Native advertising

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Challenges going forward

Handle the immaturity in the business and adblocks, frauds lack of standards etc.

Use of data and build a holistic platform at scale

Include Programmatic in the sales process and focus on education and learning – both internal and external1

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Key takeaways

Think about programmatic as a process for improving your business (not only as a way of buying display ads).

Treat programmatic as a premium offering – not remnant on low prices

Start with a lean set up - use of data, optimization, advanced solution and more stuff will come.

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THANK YOU!

[email protected]