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Presented by Chip Hall, Head of Buyer Development for DoubleClick Ad Exchange, Google
July 18, 2011
5 Buying Trends Every Ad Intermediary Should Know
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Display spending is on the rise
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“Display advertising can be a $200B industry in less than 10 years.” Eric Schmidt,Executive Chairman, GoogleAdWeek
An exciting time for display advertising
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$15.9B in 2014
$200B
$10.2B in 2010
Source: eMarketer, Nov. 2010
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Audience buying will
prevail
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Moving from websites as a proxy for audience…
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Reach X% ofWomen 25-34
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… to connecting with audiences precisely with data
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Demographics: 25-34 year old woman
In-market: highly likely to buy a luxury vehicle in the next 6 months
Interests: food and restaurants
Offline: attends country music
concerts
83%of ad intermediaries use audience targeting in their media buying
Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 23, 2011
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Some intermediaries are doing more with audience targeting than others
Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 23, 2011, total survey respondents n=317, buying intermediary respondents n=106, question respondents n=58
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Real-time bidding (RTB)
volume will increase
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What is real-time bidding? Two distinct layers of technology
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“Pipes”Have a RTB API
“Brains”Have a real-time bidder
Ad exchanges
Sell-side platforms (SSPs)
Ad networks
Demand-side platforms (DSPs)
Trading desks
Other media buyingintermediaries
Real-time bidding is supported by a vibrant ecosystem of companies
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76% of intermediaries plan to increase RTB volume in 2011: some more bullish than others
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Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 23, 2011, total survey respondents n=317, buying intermediary respondents n=106, question respondents n=58
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RTB volume trend on DoubleClick Ad Exchange
6.4x
impressions purchased in 1H 2011 versus 1H 2010
Source: Internal Google data based on DoubleClick Ad Exchange impressions purchased via RTB, not including inventory won by AdWords. January 2010 through June 2011.
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More formats will be bought
via RTB
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Biggest Opportunity in Rich Media, Dynamic and In-Stream Formats
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Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 23, 2011, total survey respondents n=317, buying intermediary respondents n=106, question respondents n=53
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Rich Media and In-Stream
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BrandResults
Sight, sound and motion
Scale, reach and audience
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Dynamic
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Use dynamic creative when no one ad will be the perfect ad. Instead, have many ads, perfected for each impression
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Handshake deals will be
filled via RTB
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Mismatched Expectations?
Direct Sales
Will increase the most this year
79%of respondents
Exchange / SSP / Network
Will increase the most this year
14%of respondents
Private Exchange
Will increase the most this year
7%of respondents
Pu
bli
she
rsNetworks & Exchanges
Will increase the most this year
30%of respondents
Private Exchange
Will increase the most this year
18%of respondents
Direct Publisher Deal
Will increase the most this year
14%of respondents
Bu
yers
Source: Digiday and Google, Digital Ad Buyer – Seller Marketplace, June 2011, total survey respondents n=433
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Direct deal making between buyers and sellers will continue to thrive, even as RTB volume rises
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DoubleClick Ad Exchange: Great inventory plus…
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Three Ways to Place a Buy
Flexible Deal Types
Fixed Price,Pre-Auction
Private BiddedBrandedAnonymous
Auction Direct Deals
Multiple Formats
UIRTB API
Rich MediaDisplay Video (beta)
Mobile (coming soon)
API
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Among exchange buyers, the largest use is with DoubleClick Ad Exchange
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Source: “Ad Exchange Study” by The Center for Media Research. Conducted with Dynamic Logic. June 2011. Total survey respondents n=331. Question respondents n=69
AdBrite AdECN (Microsoft)
ContextWeb DoubleClick Ad Exchange (Google)
Right Media (Yahoo!)
Other0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
26% 26%23%
83%
49%
13%
Which exchanges have you used?
Ad Exchange Used
Re
sp
on
se
%
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Thank You.google.com/watchthisspace
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