0900 omma rtb joanna o connell

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Ruminating on RTB at "the end of its sophomore year"Joanna O’Connell

Senior Analyst serving Interactive Marketing Professionals

@joannaoconnell

May 16, 2012

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RTB is here to stay. But it still has a long way to go.

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“We’re out of the new phase. We’re in the

testing phase. The ‘must buy’ phase is next.”

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Razorfish’s latest Digital Outlook Report illustrates this trend nicely

“We at Hill Holiday spent 25% of digital this

way last year.”

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So what is RTB anyway?

“I think that anything that can

be automated, will be.”

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Who needs to care about RTB?

Everyone

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“RTB is poised to bring the automation we need

to make addressability real vs. just this promising

future state.  It's inevitable, but the speed at

which it will happen is driven by perceptions in

the market.  If people dive into facts, we'll go

faster.  People tend not to dive into the facts - the

headlines aren't as interesting.”

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Programmatic buying isn’t just for direct response

“I think that the distinctions between ‘brand’

and ‘direct response’ are starting to fade.

Consumers don’t care about brand vs. DR.”

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There’s great inventory AND crap inventory

“I need to be able to value impressions

accurately so I can pay the right price.”

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Publishers are: a) excited, b) reticent, c) terrified by RTB

“Publishers’ inside sales team are a dominant

sales channel. We need to prove it can be a

win-win for both buyers and sellers.”

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Holistic media management remains the holy grail

“I see a big trend toward pushing as much as

possible through a central platform to enable

real communication across channels.”

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We are getting there

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But we’re also seeing the rise of specialists outside of display

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“Consumer behavior has changed and

we’re behind the curve.”

© 2012 Forrester Research, Inc. Reproduction Prohibited16* Source: North American Technographics® Benchmark Survey, 2010 (US, Canada)

**Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)

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The opportunity for RTB is to be that real time mechanism that powers real time communication

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So when is “graduation”? That’s the million dollar question.

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Joanna O’Connell

+1 212.857.0718

joconnell@forrester.com

@joannaoconnell

www.forrester.com

Thank you!