havas - focusemarketing - programmatic trading - benoit michielsens
TRANSCRIPT
#FOCUSEMARKETING
PROGRAMMATIC TRADINGNOUVELLES NORMES, NOUVELLE ÉCONOMIE
1
1 A LITTLE BIT OF HISTORY
CONTEXTOF A DIGITAL CREATION
3
1990
1991
CREATION OF THE
WORLD WIDE
WEB
The well-known web has
become a primary tool billions of
people use to interact on the
Internet.
1994
FIRST
CLICKABLE
BANNERS
Clickable banners were the first
online advertising methods that
embedded an advertisement into
a web page in order to attract
traffic to a website.
1997
APPARITION OF
POP-UP ADS
PAID SEARCH
Pop-ups are generally new
web windows that display
advertisement.
With Paid Search, a website
owners pay an advertising fee,
usually based on CT or ad views,
to have their site search results
shown in top placement on search
engines.
CONTEXTOF A DIGITAL EVOLUTION
4
2002
APPARITION OF
BEHAVIORAL
TARGETING
GOOGLE ADWORDS
Behavioral targeting is a technique
used by online publishers and
advertisers to increase the
effectiveness of their campaigns
through information collected on an
individual's web-browsing behavior.
Google AdWords is an online
advertising service that enables
advertisers to compete to display brief
advertising copy to web users based in
part on cookies and keywords.
2003-2006
FIRST
AD EXCHANGE
Ad exchange is a technology
platform that facilitates the buying
and selling of
media advertising inventory from
multiple ad networks.
Social Media has since become an
ubiquitous part of daily life.
With RTB, similar to financial markets,
advertising buyers bid on an impression
and if the bid is won, the buyer’s ad is
instantly displayed on the publisher’s
site.
A DSP allows buyers of digital
advertising inventory to manage multiple
ad exchange accounts through one
interface.
By 2017 a third of the global population
is projected to own a smartphone.
2007
DEVELOPMENT OF
REAL TIME BIDDING
DSP
SMARTPHONES
CONTEXTOF A DIGITAL REVOLUTION
5
2010
FIRST
DMP
TABLETS
Data Management Platforms are
used by digital advertising
buyers and publishers to store
and manage audience data from
multiple sources
Of the whole internet population,
more than 30% of the people are
now surfing with tablets.
2012
APPARITION OF
PROGRAMMATIC
DIRECT
Programmatic direct is a way to
automate direct ad buys for set
campaigns.
Native advertising is a type of
disguised advertising, usually
online, that matches the form
and function of the platform upon
which it appears.
2013
DEVELOPMENT OF
NATIVE ADS
CONTEXTOF A DIGITAL INTEGRATION
6
TOMMOROW
2015
EXPLOSION OF
DATA GATHERING
SMARTWATCHES
AND MORE
Data production will be 44 times
greater in 2020 than it was in
2009.
Modern smartwatches have
become wearable computers.
2016
DEPLOYEMENT OF
PROGRAMMATIC
BUYING
Programmatic buying (see 2012)
is the process of executing
media buys in an automated
fashion.
It now reaches Mobile, OOH,
TV, Radio and Print.
The integration of all the digital aspects of a campaign is not the next step, but the necessary step.
Consumers can be touched anywhere, anytime through an efficient multichannel communication.
And it is exactly what we are able to do.
2PROGRAMMATIC, THIS NEW GAME
CHANGER
WHAT IS PROGRAMMATIC ?
THE USE OF TECHNOLOGYAND DATA TO BUY TARGETED
AUDIENCE SEGMENTS IN REAL TIME & AT SCALE
WITH 2 CORE ASPECTS
PROCESS AUTOMATION
(TECHNOLOGY)
AUDIENCE INTELLIGENCE
(DATA)+
AND WHICH CREATES A NEW VALUE CHAIN
D
A
T
A
T
E
C
H
MEDIA
DATATECH MEDIA
Site Based Planning & Buying Model
Audience & Site Based Programmatic model
DIGITAL BUYING TRANSFORMATION
USING WEBSITES AS A
PROXY FOR USERS
REACHING THE DESIRED
AUDIENCE WHEREVER THEY ARE
TRADITIONAL WAY NEW WAY
HOW DOES IT WORK?
ADVERTISERS/
AGENCIES
aka
Those who
buy inventory.
PUBLISHERS
aka
Those who
have inventory.
Automated
channel
Real Time Bidding
MARKETPLACE
External data sources
Sell
Side Platform
Demand
Side Platform
DATA
3rd
2nd
1st
PROVIDED BY EXTERNAL SOURCES
COMING FROM PUBLISHERS (and/or Agency Benchmark)
COMING FROM YOUR WEBSITE/DOMAINS
PA
RT
Y
DA
TA
PA
RT
Y
DA
TA
PA
RT
Y
DA
TA
BIDDING
M
A
R
K
E
T
P
L
A
C
E
P
U
B
L
I
S
H
E
R
S
BID 1
€2.50
FLOOR
€2.00
Agency 1
Agency 2
Agency 3
Agency 4BID 1
€0.50
BID 1
€1.20
BID 1
€2.20
FLOOR
€1.50
ABC1 MALE
ABC1 MALE
15-24
FEMALE
15-24
FEMALE
ABC1 MALE
15-24
FEMALE
FLOOR
€1.0015-24
FEMALE
PAYS €2.21
INVISIBLE
PAYS €1.01
DATA OR BIG DATA
« Big data is a term used to describe the exponential
growth and availability of data, both structured and
unstructured »
EXAMPLE OF DMP ECOSYSTEM
DMP
BUILD AUDIENCE CENTERS & MANAGE DATA
1S
T-P
AR
TY
DA
TA
Analytics
CRM database
Website
Mobile Apps
CLIE
NT
DO
MA
INS
2N
D-P
AR
TY
DA
TA
PU
BLIS
HE
RS
3R
D-P
AR
TY
DA
TA
EX
TE
RN
AL
CLIENTAUDIENCECENTER
TECHNOLOGY
DATA
SECURITY
PERFORMANCE
CONSUMER
FOCUS
CLIENTMARKETPLACE
3 CONCLUSIONS
CONCLUSIONS
19
ALGORYTHMS AUTOMATED
CONVERGENT GLOBAL NEW ROLES
DATA-DRIVEN
(DIGITAL) MEDIA IS TRANSFORMING
ASUMPTION AROUND THE FUTURE OF MEDIA BUYING
