sempl18: conor mullen
TRANSCRIPT
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Why Can’t We Be Friends?
Programmatic Trading in a TV World
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Tús Maith Leath
na hOibre
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WTF is Programmatic Advertising?
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Homonym (noun)
A word having the same pronunciation as another, but differing from it in origin, meaning, and often in spelling
Synonym (noun)A word or phrase that means exactly or nearly the same as another word or phrase in the same language
Antonym (noun)A word opposite in meaning to another (e.g. bad and good ).
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7.1Billion
Population of world
45%Internet penetration worldwide
3.2BillionNumber of worldwide internet subscriptions
Source: ITU
1.1 billion Websites
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30 Billion
Ad Impressions
Per Month
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2nd Highest VOD
in Europe
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Display Ad ecosystem
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Obligitory Long Tail Slide
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Machine Learning
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TV
LAND
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US TV Ad Ecosystem
Network Broadcaster
MVPD
MSO
DMA
DMA
DMADMA
DMADMA
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210 DMAs
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Global Adspend by Medium
Source: ZenithOptimedia
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TV DIGITAL
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TV DIGITAL+
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What the Vendors Say…
Addressable TVLinear TV
Time
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Evolution
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20132012201120102009200820072004 2014 2015 2016
Evolution of
RTÉ.ie and
RTÉ Player
Mobileservicelaunched
Livewebcasting begins
RTÉ NewsNowlaunched
RTÉ Player launches on PS3
RTÉ News Now, GAA and radio apps launched
RTÉ.ie home page and news redesigned
RTÉ Player launched
New Life&Style Hub on RTÉ.ie
RTÉ ID launched
RTÉjr app launched
RTÉ Player android app launched on xbox
RTÉ News Now app redesigned
GAAGO launched
RTÉ Radio Player launched
RTÉ Player launched on iOS
New RTÉ Archives site
Evolution of RTÉ.ie andRTÉ Player
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Fluid Content
Connected TV?
OTT?
VoD?
TV?
Radio?
DAI?
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Who are the Audience
People Power
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What It Is in Reality…
Programmatic TV
Linear TV
Time
Digital Pureplay
TV
Cable VOD
VOD
AddressableLinear TV
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????
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Legacy
Systems?
Legacy?
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Legacy
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Addressable TV
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Addressable TV?
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5average number of Potential Portable Online Devices in the home.
Source: google 2015
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12,000 Different devices with Android
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Is this is the
end?
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We Need to Better Understand Our Audience
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TV Everywhere
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Curly Fry Cunundrum
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Data Analysis is a
ChallengeMost Companies Find it Difficult
Source:eConsultancy
As Hard to Find Insight
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Big Data at Work
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Biggest Challenge Facing Us All…
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TV ‘On the Go’
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Which of the following companies
do you consider
“serious players” in programmatic
TV?
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30 30 27 27
Tubemogul Videology Yume DFP Rocketfuel
Source: Wideorbit
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Top 3 Consumer Concerns while watching Online Video
Top 3 concerns
to consumers
when watching
online video
Source: Accenture 2015 Digital Consumer Survey
0
13
25
38
50
Advertising interuptions duringthe programmes
Initial time required forbuffering
Video or sound stops playing oris distorted
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31.2% 6.3%
9.5%
Adults 15-24: Cumulative Reach
Source:RTÉ/GfK
Compete or Complement?Complement?
+
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Recruit
Retain
Reduce
68
The Future?
Prop Software
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1
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3Data is the new Black
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#OMFCNATMT
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BattleConvergence
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Go mBeimíd Beo
ag an am seo arís
@IamConor Mullen
www.linkedin.com/in/conormullen