sempl18: conor mullen

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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

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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

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The Future?

Prop Software

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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