media landscape updater viii 2012
DESCRIPTION
TRANSCRIPT
MEDIA LANDSCAPE UPDATERJANUARY – AUGUST 2012
by
AGENDA1. Media snapshot2. TV advertising3. Press advertising4. Outdoor advertising5. Cinema advertising6. Radio advertising7. Online advertising
MEDIA SNAPSHOT
• Media investments• Media mix• Biggest players• Sectors
MEDIA REVENUES YTD TOTAL
Till August 2012 advertisers invested 3% more vs. 2011, while considering media ratecard revenues. Major decrease is noted by Newspapers (-6%), but also TV (-0,42%). While considering net expenditures we expect rather decrease of media investments by the end of the year.
Source: Kantar Media, ratecard expenditures
Cinema
Outdoor
Magazines
Newspapers
Radio
Television
0 5,000,000,000 10,000,000,000
Jan - August 2012
Jan - August 2011
Jan - August 2010
1 2 3 4 5 6 7 8 9 10 11 120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
2010 2011 2012
mln
20 BIGGEST PLAYERS YTD TOTAL
Aflofarm remains No1. on media market. The highest increase of media expenditures is noted by Jeronimo Martins (Biedronka) and PTK Centertel.
Source: Kantar Media, ratecard expenditures
SECTORS YTD TOTAL
Till August 2012 Telecom sector is No.1 with its share on the level of 12%. On the next positions are: Medicine, Food and Retail.
Source: Kantar Media
2010
2011
Jan - August 2012
0%
20%
40%
60%
80%
100%
13%
12%
12%
11%12%
12%
15%
13%
11%
8%
9%
9%
10%
9%
8%
7%
7%
7%
7%
7%
7%
6%8%
7%
6%6%
7%
5%4%
5%
4%5%
5%
COMPUTER & AUDIO VIDEO
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
CLOTHING & ACCESSORIES
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
TRAVEL / TOURISM / HOTELS & RESTAURANTS
LEISURE
BEVERAGES & ALCOHOLS
AUTOMOTIVE
FINANCIAL
OTHERS
MEDIA, BOOKS, CDs AND DVDs
HYGIENE & BEAUTY CARE
RETAIL
FOOD
PHARMACEUTICAL PRODUCTS, MEDICINE
TELECOMS
TV ADVERTISING
• Average Time Viewed• All time viewing• GRP’s total• Seconds sold• Nice to know
AVERAGE TIME VIEWED
Source: AGB Nielsen Media Research
TV is still well consumed. Average time viewed considerably increased during Euro 2012 and Olympic Games.
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52100
120
140
160
180
200
220
240
260
280
300
2010 2011 2012
GRP’S TOTAL
Source: AGB Nielsen Media Research, TG: all 16-49
From January to September 2012 total number of generated GRP’s is higher than in 2011 by 4%.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Jan - Sep
2011
Jan - Sep
2012
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
-4%
+20%
+14%
+8%
+12%
+12%
+9%+2%
+13%
+7%
+3%
+4%
ALL TIME VIEWING (SHR%)
TV is cluttered and share of thematic channels is growing. Mainstream channels fight for the inventory - also by introducing new thematic stations.
Source: AGB Nielsen Media Research, TG:All 16-49
Jan
Feb
Mar
Apr
May Jun
Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun
Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun
Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun
Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun
Jul
Aug Se
pO
ctN
ov Dec Jan
Feb
Mar
Apr
May Jun
Jul
Aug Se
pO
ctN
ov Dec
2007 2008 2009 2010 2011 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
74.4% 71.0% 66.6% 62.1% 56.9%
25.6% 29.0% 33.4% 37.9% 43.1%
Share of Viewing by Stations Group (All 16-49)others Big 4
SECONDS SOLD – TOTAL TV
Source: AGB Nielsen Media Research
Over 22% more seconds were sold by broadcasters in 2012. It is mainly caused by significant increase of new monitored thematic channels.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 520
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000 no of seconds sold - Total TV
Total TV 2008 Total TV 2009 Total TV 2010Total TV 2011 Total TV 2012
weeks
no o
f sec
s
SECONDS SOLD
Source: AGB Nielsen Media Research
12345678910
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
50,000
100,000
150,000
200,000
250,000 no of seconds sold - TVP1+TVP2
TVP 2008 TVP 2009TVP 2010 TVP 2011TVP 2012
weeks
no o
f sec
s
12345678910
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
20,000
40,000
60,000
80,000
100,000
120,000 no of seconds sold - TVN
TVN 2008 TVN 2009 TVN 2010TVN 2011 TVN 2012
weeks
no o
f sec
s
12345678910
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000 no of seconds sold - POLSAT
Polsat 2008 Polsat 2009 Polsat 2010Polsat 2011 Polsat 2012
weeks
no o
f sec
s
12345678910
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000 no of seconds sold - AtMedia
AtMedia 2008 AtMedia 2009 AtMedia 2010AtMedia 2011 AtMedia 2012
weeks
no o
f sec
s
TV – NICE TO KNOW
HITS OF SEPTEMBERProgramme Date Audience AMR %SPORT /SERWIS SPORT./ 2012-09-23 1 799 819 9,89%
OJCIEC MATEUSZ /SER.KRYM.OBYCZ.POL./ 2012-09-13 1 720 078 9,45%PROGNOZA POGODY 2012-09-23 1 548 941 8,51%WIADOMOSCI 2012-09-23 1 534 416 8,43%SILA WYZSZA /SER.POL/ 2012-09-02 1 394 412 7,66%
KRONIKA LI PARAOLIMPIJSKICH LONDYN 2012 2012-09-09 1 266 832 6,96%
FESTIWAL BIEGOWY KRYNICA - KRONIKA 2012-09-09 1 202 095 6,61%RAMBO II /FILM USA/ 2012-09-12 1 185 210 6,51%
Programme Date Audience AMR %M JAK MILOSC /TELENOW.POL./ 2012-09-17 2 801 688 15,40%
NA DOBRE I NA ZLE /SER.OBYCZ.POL./ 2012-09-26 2 299 671 12,64%BARWY SZCZESCIA /SER.POL./ 2012-09-24 1 507 317 8,28%KULISY SERIALU M JAK MILOSC 2012-09-24 1 397 439 7,68%BITWA NA GLOSY /TELEDYSK/ 2012-09-24 1 388 377 7,63%EKSPRES REPORTEROW 2012-09-25 1 168 482 6,42%RODZINKA.PL /SER.KOM.POL./ 2012-09-07 1 155 464 6,35%
KABARETOWY KLUB DWOJKI NA WAKACJACH /PROG.ROZR.POL./ 2012-09-01 1 125 575 6,19%
Programme Date Audience AMR %MUST BE THE MUSIC - TYLKO MUZYKA 2012-09-23 2 081 215 11,44%NIEZNISZCZALNI /FILM SENS.USA/ 2012-09-10 2 024 201 11,12%
SZKLANA PULAPKA 4.0 /FILM SENS.USA - W.BRYT./ 2012-09-24 1 687 268 9,27%
GOT TO DANCE: TYLKO TANIEC EXTRA /REP.POL./ 2012-09-10 1 477 434 8,12%
MUST BE THE MUSIC - TYLKO MUZYKA EXTRA /REP.POL./ 2012-09-10 1 460 614 8,03%
EPOKA LODOWCOWA 2 - ODWILZ /FILM ANIM.USA/ 2012-09-22 1 421 356 7,81%METRO STRACHU /FILM FAB.USA/ 2012-09-03 1 278 998 7,03%GOT TO DANCE: TYLKO TANIEC 2012-09-21 1 265 251 6,95%
Programme Date Audience AMR %MAM TALENT! / PROGR./ROZR./ 2012-09-29 2250405 12,37%
MASTERCHEF /REALITY SHOW POL./ 2012-09-23 2057233 11,30%FAKTY 2012-09-30 1764087 9,69%UWAGA ! /MAG.SENS.POL./ 2012-09-23 1723858 9,47%LEKARZE /SER.OBYCZ.POL./ 2012-09-17 1572755 8,64%
PRAWO AGATY /SER.OBYCZ.POL./ 2012-09-25 1559800 8,57%
KUCHENNE REWOLUCJE /REALITY SHOW POL./ 2012-09-27 1519228 8,35%PROGNOZA POGODY 2012-09-23 1462173 8,03%
PRESS ADVERTISING
• Investments• Seasonality• Players and sectors• Publishers• Print - nice to know
PRINT INVESTMENTS
Source: Kantar Media
Till August 2012 print revenues increased only by 0,7%, however while considering net expenditures we estimate rather significant decreased of expenditures.
2010 2011 20120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
4,000,000,000
4,500,000,000
5,000,000,000
4,45
2,43
0,09
8
4,73
9,08
2,12
5
2,70
4,21
4,48
6
2,96
1,39
4,11
9
2,98
2,41
9,01
2
Full Year Jan - August
+0,7%
SEASONALITY
Advertisers invested 10% more in press vs. Jan-June 2010, but bought only 5% ads more by this period (it is still less by 1% than in 2009)
Source: Kantar Media
Till August 2012 print media sold 9% less insertions than in 2011.
1 2 3 4 5 6 7 8 9 10 11 12 -
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
400,000,000
450,000,000
500,000,000
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Investments 2010
Investments 2011
Investments I - VIII 2012
Insertions 2010
Insertions 2011
Insertions I - VIII 2012
SECTORS
We observe significant increase of expenditures on Media, Books, CD’s, Clothing and Pharmaceutical products.On the other hand Financial and Food sector are rather pulling back from print media.
Source: Kantar Media
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Investments I - VIII 2010
Investments I - VIII 2011
Investments I - VIII 2012
Insertions I - VIII 2010
Insertions I - VIII 2011
Insertions I - VIII 2012
PUBLISHERS
Till August 2012 Bauer and Agora SA are top players on the print market (considering media ratecard revenues).
Source: Kantar Media, M&MP
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Investments I - VIII 2010
Investments I - VIII 2011
Investments I - VIII 2012
Insertions I - VIII 2010
Insertions I - VIII 2011
Insertions I - VIII 2012
„PIERWSZY MILION” (FIRST MILLION) – NEW BUSINESS MAGAZINE OF RINGIER AXEL SPRINGER
The first edition of Pierwszy million quarterly in September 2012 (Ringier Axel Springer). Magazine is aimed at the reader who want to start their own company or to expand an existing new business. Circulation of next issues has not been confirmed.
Bloomberg Businessweek (Media Point Group) has been closed after a year of publishing. Last issue – 1st October 2012.The editor is looking for a new publisher in Poland.
CLOSURE OF POLISH EDITION OF „BLOOMBERG BUSINESSWEEK”
Bauer bought a license to issue Grazia (fashion and celebrities) magazine in Poland. The editor has not confirmed the date of first emission.
„GRAZIA” MAGAZINE SOON IN POLAND
Polskapresse decided to refresh free daily newspaper Echo Miasta and transform it to Nasze Miasto. Prices of advertising cost will be reduced.
TRANSFORMATION OF FREE DAILY NEWSPAPER „ECHO MIASTA” TO „NASZE MIASTO”
Egmont decided to close popular science magazine How it works because of low amount of sales.
CLOSURE OF „HOW IT WORKS” MAGAZINE
OUTDOOR ADVERTISING
• Investments• Seasonality• Market shares• Ad types
OUTDOOR INVESTMENTS
Till August 2012 advertisers invested 8% more in comparison to the same period of 2011 (on the ratecard basis).
Source: Kantar Media
2010 2011 20120
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
1,18
5,67
5,85
1
1,24
6,98
5,89
3
768,
929,
959
805,
952,
048
868,
344,
064
Full Year Jan - August 2012
8%
SEASONALITY
Typical seasonality blurs in 2012.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 1240,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
110,000,000
120,000,000
130,000,000
140,000,000
2010 2011 2012
MARKET SHARES
Outdoor market is consolidated. Over 84% of the market is held by 4 biggest media owners. AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with 29% share is on the second position.
Source: Kantar Media
30%
19%15%
10%
25%
2010AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
32%
27%
16%
10%
15%
2011AMS
STROER POLSKA
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
Others
30%
29%
16%
9%
16%
Jan - August 2012
STROER POLSKA
AMS
CITYBOARD MEDIA
CLEAR CHANNEL POLAND
MOST POPULAR AD TYPES
Source: Kantar Media
We observe growth of expenditures on BB (+6%) and Frontlights (+14%), whereas Backlights loose the most.
Backlight Billboard Citylight Frontlight -
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
Jan - August 2010 Jan - August 2011 Jan - August 2012
-6% -3%+14%
+6%
OOH – NICE TO KNOW
JOIN THE MILLIONAIRES LOTTO
Totalizator Sportowy, owner of the brand LOTTO, carry out the first Polish campaign imitates the operation of the machine randomizing of bus stop.
The campaign has started in late September and promotes new game Lotto Plus .On the bus shelters in Poland can be seen bouncing balls which mimic the operation of the randomizing machine . Randomizing machine has appeared in 35 cabinets in 7 bus shelters
Polish cities.
THE NEXT EDITION OF IKEA OUTDOOR CAMPAIGN
September 1 begins with a custom campaign on CLP. On the streets of Lodz in selected Citylights you will see the real materials from the collection of IKEA fabrics.
This is an example of using fabric instead of the standard poster paper.
CHUPA CHUPS, CHILL IN THE AIR
For Bingo Airways fleet - Polish charter airline joined an Airbus A320. The plane has a special promotional painting designed together with the brand lollipops Chupa Chups. Graphics slogan refers to the brand and its character Chupa Chuck - "Chupa Chups, Chill in the Air" will be the
motto of flight of the airplane. All children traveling on the plane will be able to board the Chupa Chups lollipops taste.
CINEMA ADVERTISING
CINEMA INVESTMENTS
Source: Kantar Media
Advertisers invested over 33% more in 2012 vs. 2011 (considering monitored players: NAM and Multikino).
2010 2011 Jan - Aug 20120
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
663,
837,
150
709,
250,
418
401,
393,
304
418,
528,
024
556,
711,
916
Full Year Jan - Aug 2012
+33%
SEASONALITY
After weaker June (because of Euro 2012) July and August again stronger versus previous year.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 120
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
2010 2011 2012
Source: Kantar Media
TOP SECTORS IN CINEMA ADVERTISING
Till August 2012 biggest sectors are Leisure, Telecoms and Food. Media sector increases its shares, whereas beverages & alcohol sector is rather in retreat.
2010 2011 Jan - Aug 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14%20% 22%
13%
14% 13%
17%
15% 11%
11%8%
10%
5%7% 7%
10%7% 6%
4%6%
6%
8% 5%5%
0% 3% 5%5% 4% 4%1% 3%
HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
CLOTHING & ACCESSORIES
HYGIENE & BEAUTY CARE
TRAVEL / TOURISM / HOTELS & RESTAURANTS
HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
PHARMACEUTICAL PRODUCTS, MEDICINE
OTHERS
RETAIL
COMPUTER & AUDIO VIDEO
FINANCIAL
BEVERAGES & ALCOHOLS
MEDIA, BOOKS, CDs AND DVDs
AUTOMOTIVE
FOOD
TELECOMS
LEISURE
Source: Kantar Media
MARKET SHARE
New Age Media is player number one on Polish cinema market, with its share on the level of 51%. Small cinema brokers gain importance, however their media revenues are still not monitored.
35%
65%
2010
MULTIKINO
NEW AGE MEDIA 44
%56%
2011
MULTIKINO
NEW AGE MEDIA
49%51%
Jan - Aug 2012
MULTIKINO
NEW AGE MEDIA
CINEMA – NICE TO KNOW
January February March April May June July August September October November December0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2012 2011 2010
WEAKER 2012 VS. 2011
Source: NAM
Surprisingly very strong August in comparison to previous months.
RADIO ADVERTISING
• Investments• Seasonality• Media owners• Media shares• Radio – nice to know
RADIO INVESTMENTS
Till August 2012 radio ratecard revenues were higher by 12% while comparing to 2011.
Source: Kantar Media
2010 2011 20120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
2,47
8,23
3,14
5
3,11
9,21
9,05
1
1,50
4,85
2,83
0
2,00
3,34
5,31
0
2,24
0,81
7,32
3
Full Year Jan - July
+12%
SEASONALITY
From July we observe decrease of radio expenditures. Further decrease is possible, as Polish economy slows down.
Source: Kantar Media
1 2 3 4 5 6 7 8 9 10 11 1240,000,000
90,000,000
140,000,000
190,000,000
240,000,000
290,000,000
340,000,000
390,000,000
2010 2011 2012
MARKET SHARES (STATIONS)
Strong 2012 for RMF FM with its SoS on the level of 30%, whereas main competitor radio Zet notes 19%.
Source: Kantar Media
27%
21%
3%2%
47%
2010RMF FM
ZET
PR 3
PR 1
Others
32%
18%
5%3%
43%
2011RMF FM
ZET
PR 3
PR 1
Others
30%
19%
5%3%
43%
Jan - August 2012RMF FM
ZET
PR 3
PR 1
MARKET SHARES (MEDIA OWNERS)
For the last years RMF FM and Zet have been the biggest radio stations on Polish market.
Source: Kantar Media
33%
25%3%
8%
12% 2%
2010GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
POLSKIE RADIO
AGORA S.A.
Others
39%
20%
17%
10%
12% 2%
2011 GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
POLSKIE RADIO
AGORA S.A.
Others
36%
22%
17%
12%
11% 2%
Jan - August 2012
GRUPA RMF
EUROZET
GRUPA RADIOWA TIME
AGORA S.A.
Others
RADIO – NICE TO KNOW
mln people22.9
422
hours
minutes each day
RADIO CONSUMPTION
Time of listening IH 2012Daily reach IH 2012
Source: Radio Track, Millward Brown SMG/KRC. Total Radio
less then an
hour
1-2 hours
2-3 hours
3-4 hours
4-5 hours
5-6 hours
6 hours and
more
20.6%
18.0%
12.5%
9.4%
7.0%5.4%
27.1%
1 station 2 stations 3 stations and more
52.5%
29.7%
17.8%
Daily time of listening1H 2012 The number of listening station 1H 2012
RADIO CONSUMPTION
Source: Radio Track, Millward Brown SMG/KRC, IH 2012; Total radio.
Grupa RMF Polskie Radio Eurozet Time Agora
29
%
27
%
19
%
11
%
4%
28
.4%
26
.9%
17
.9%
10
.9%
5.0
%
1H 2011
1H 2012
THE DYNAMICS OF THE RADIO GROUPS
Share of listening time
Source: Radio Track, Millward Brown SMG/KRC
Grupa RMF Polskie Radio Eurozet Time Agora
10,589,000.0
8,635,000.0
7,583,000.0
4,585,000.0
1,994,000.0
10,275,000.0
8,278,000.0
7,245,000.0
4,705,000.0
2,044,000.0
1H 2011
1H 2012
Share of daily listening
THE DYNAMICS OF THE RADIO GROUPS
Source: Radio Track, Millward Brown SMG/KRC
ONLINE
ADVERTISING
Source: MegapanelPBI/Gemius, December 2010- December 2011
SUMMARY OF DIGITAL ADVERTISING IN 2011 (1)
Top 20 websites according to number of users:
In 2011 Google, YT and ONET are the winners in terms of
number of users.
Source: MegapanelPBI/Gemius, December 2010- December 2011
Thematic category: Social Media(Top 5 portals according to reach)
Thematic category: Culture and entertainment
(Top 5 portals according to reach)
SUMMARY OF DIGITAL ADVERTISING IN 2011 (2)
In the 4th quarter of 2011 Nasza Klasa lost its leading position in Social Media.
YT is the winner of 2011 in terms of reach growth.
28%
20%13%7%
8%
3%
4%2% 4%
4% 7%
double billboard rectangle billboard skyscraper
box toplayer triple billboard banner
wideboard halfpage otherdisplay SEM ogłoszenia e-mail inne
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
44%
30%
17%
7%
2%
41%
33%
17%
7%
2%
2010 2011
DISLPAY AD FORMATSMAIN TYPES OF ONLINE ADVERTISING
SUMMARY OF DIGITAL ADVERTISING IN 2011 (3)
Source: "The arrival of Real-Time Bidding" by Google.
2012: NEW TREND IN ONLINE ADVERTISING!
Buyers are able to acquire impressions they want at a price that matches their goals and objectives.
For buyers, RTB offers the possibility of buying only the impressions they need at a price they are willing to pay.
RTB involves a real time auction for each ad impression in which buyers and sellers come to an agreement on the value of each ad impression and concluding the transaction.
Each ad impression is unique - the time of day, the place or website, the audience, the propensity of that audience to make a purchasing transaction at that particular time and place and given their transaction history.
Auctions take place at a blink of an eye. A typical exchange imposes one tenth of a second for the bids to return.
Real-time bidding (RTB) is a new method of selling and buying online display advertising in real time one ad
impression at a time.
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