1. 1. HI. IM STEVE AND I HAVE A CONFESSION TO MAKE.
2. 2. WHATS IN A NAME? "Programmatic Pandemonium: Learning How To Navigate The Complex Media Marketplace" "Programmatic Potpourri: Moving Beyond The Buzzwords" FYI: potpourri actually means "a mixture of things" "The Programmatic Predicament: Moving Your Business Forward In A Media Maelstrom" "Solving Programmatic"
3. 3. PROGRAMMATIC MEDIA: TODAY, TOMMORROW & THE NEXT DAY
4. 4. Programmatic
5. 5. PROGRAMMATIC MEDIA FORMATS SOURCE: BUSINESS INTELLIGENCE MARCH 2015 AND GOOGLE JUNE 2014 PROGRAMMATIC MEDIA SURVEY 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% DISPLAY MOBILE VIDEO SOCIAL SEARCH TV END 2014
6. 6. WE KNOW PROGRAMMATIC MEDIA IS HOT 41.6% TOP OF MIND WHEN CREATING A MEDIA RECOMMENDATION END 2014 20% ANNUAL GROWTH REACHING A TIPPING POINT IN 2015: REPRESENTING 52% OF DIGITAL TRANSACTIONS 46% GROWTH RTB MOBILE FROM 2015 TO 2020 36% GROWTH RTB VIDEO 8% GROWTH RTB DISPLAY FROM 2015 TO 2020
7. 7. 267 Responses Planner / Supervisor 12% Associate Media Director 26% VP or Above (Non C) 55% C Suite 7% Add a source SOURCE: ABOVENATION MEDIA INTERNAL SURVEY / AUDIT
8. 8. PUBLISHING CORP SALES MANAGING $300MM IN BILLING AD TECH AGENCY SALES MANAGING$200MM IIN BILLING CLIENT $500MM BILLINGS MEDIA AGENCY SVP MANAGING PARTNER $410MM ACCOUNT OMG! PROGRAMMATIC MEDIA IS THE BEST.
9. 9. PUBLISHING CORP SALES MANAGING $300MM IN BILLING OUR SALES APPROACH HAS ADAPTED OVER THE PAST YEAR INTEGRATION OF PROGRAMMATIC INTO CUSTOM AND DIRECT BUYS WEVE HAD HAPPIER CLIENTS BRAND SAFE COOL, CUSTOM UNITS BRINGING THEM TOGETHER
10. 10. SOURCE: BI INTELLIGENCE MARCH, 2015 PROGRAMMATIC MEDIA SURVEY INVENTORY QUALITY TRANSPARENCY TECHNOLOGY COMPLEXITY BRANDS 64% 72% 48% AGENCIES 69% 65% 40% PUBLISHERS 61% 41% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% TOP CHALLENGES
11. 11. AD TECH AGENCY SALES MANAGING$200MM IIN BILLING TAKEN THE BEST ELEMENTS OF MARKETING AND TOSSED THEM OUT THE WINDOW ELIMINATES THE ABILITY TO CUSTOMIZE AND PERSONALIZE A MESSAGE ON A ONE-TO-ONE BASIS
12. 12. 76% 57% 66% 36% 36% 21% 8% 61% 61% 63% 46% 36% 18% 16% 0% 20% 40% 60% 80% Advertisers Publishers TOP BENEFITS OF PROGRAMMATIC ME SOURCE: BUSINESS INTELLIGENCE MARCH 2015 AND GOOGLE JUNE 2014 PROGRAMMATIC MEDIA SURVEY
13. 13. PROGRAMMATIC TELEVISION IS THE NEXT BIG GROWTH OPPORTUNITY
14. 14. PUBLISHING CORP SALES MANAGING $300MM IN BILLING NEW [PROGRAMMATIC] FRONTIER IS NATIVE EXPLORING EXACTLY HOW TO EXECUTE IN THE MOST ENGAGING WAY POSSIBLE BIG AREA FOR GROWTH IN THE NEXT 12 MONTHS
15. 15. Will You Increase Or Decrease Your Use Of Programmatic Media In The Next 12 Months? 87% 13% SOURCE: ABOVENATION MEDIA INTERNAL SURVEY / AUDIT
16. 16. By How Much Will You Increase Programmatic Spending Within The Next 12 Months? 25% 6% 44% 25% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 10% 15% 20% 25% % Increase In Programmatic Spend Next 12 Months Increase by this amount SOURCE: ABOVENATION MEDIA INTERNAL SURVEY / AUDIT
17. 17. What Will The Increase In Programmati c Spending Fund? 50% 31% 12% 7% 0% 10% 20% 30% 40% 50% 60% Digital Video Digital Display Social Media Mobile Media Programmatic Media Tactic: Incremental Funding SOURCE: ABOVENATION MEDIA INTERNAL SURVEY / AUDIT 17% IN NATIVE
18. 18. MEDIA AGENCY SVP MANAGING PARTNER $410MM ACCOUNT OMG! PROGRAMMATIC MEDIA IS THE BEST. THE MOST IMPRESSIVE THING DRIVING INFRASTRUCTURE DISCUSSIONS WERE ALL TALKING ABOUT HOW WE ARE ORGANIZED BEHIND THE SCENES MOST INTERESTING INDUSTRY DEVELOPMENT AS WE MOVE INTO 2016
19. 19. 15% 25% 50% 10% YESTERDAY SUPERVISOR PLANNER ASSISTANT VP & ABOVE 15% 20% 30% 10% 20% 5% TODAY SUPERVISOR PLANNER ASSISTANT VP & ABOVE TRADER / BID MANAGER TECH & DATA SCIENCE 15% 10% 5% 20% 35% 15% TOMORROW SUPERVISOR PLANNER ASSISTANT VP & ABOVE TRADER / BID MANAGER TECH & DATA SCIENCE CHANGE IS NEVER EASY: SAID THE AGE SOURCE: ABOVENATION MEDIA INTERNAL SURVEY / AUDIT
20. 20. CLIENTS STARTING TO TAKE CHARGE ONE OF THE BIGGEST PROGRAMMATIC MANAGED MEDIA-BUYING SERVICES COMPANY IN MARKET RECENTLY REPORTED THAT IT ADDED ROUGHLY: 80 NEW DIRECT ADVERTISERS WITHIN THE PAST 12 MONTHS 24% OF ITS REVENUES CURRENTLY COME DIRECTLY FROM MARKETERS VS 76% COMING FROM AGENCIES
21. 21. MEDIA AGENCY SVP MANAGING PARTNER $410MM ACCOUNT OMG! PROGRAMMATIC MEDIA IS THE BEST. IF YOU LOOK AT ANY MAJOR RFP TODAY CLIENTS ARE INTERROGATING AGENCIES ON TRANSPARENCY THE DAYS OF THE BLACK BOX, CASH COW OF THE AGENCY TRADING DESK ARE OVER
22. 22. DO YOU FEEL GOOD ABOUT YOUR LEVEL OF UNDERSTANDING OF TRANPARENCY AS IT RELATES TO PROGRAMMATIC PRICING? 18% 82%
23. 23. CLIENT $500MM BILLINGS GROWING INCREASINGLY SKEPTICAL THAT WE DO KNOW EVERYTHING WHERE THERE IS SMOKE THERES FIRE . ITS NEVER THEM . I HAVE TO SHAKE MY HEAD AND LAUGH I WANT TO TRUST MY AGENCY .. BUT ITS GETTING HARDER AND HARDER TO KNOW WHO TO BELIEVE WE SHOULD BE SPENDING TIME FOCUSING ON NEXT GENERATION MEDIA PLATFORMS NOT WORRYING IF OUR AGENCIES ARE TAKING ADVANTAGE OF US ITS KEY TO HAVE TRUST WITH MY AGENCY
24. 24. SOURCE: BI INTELLIGENCE MARCH, 2015 PROGRAMMATIC MEDIA SURVEY NON SEARCH 0% 20% 40% 60% 80% 100% 120% 2015E 2016E 2017E 2018E 2019E 2020E NON-PROGRAMMATIC PROGRAMMATIC RTB RTB SHARE OF DIGITAL REVENUE
25. 25. ITS ALL ABOUT PROGRAMMATIC TELEVISION ITS ALL ABOUT NATIVE PROGRAMMATIC = CREATIVITY PROGRAMMATIC NEEDS MORE CREATIVITY MY STAFF CAN LEARN IT MAKING THE RIGHT HIRES & TRAINING APPROPRIATELY EFFICIENT ACCOUNTABLE & EFFECTIVE TRANSPARENCY TRANSPARENCY
26. 26. HI. IM STEVE AND I HAVE A CONFESSION TO MAKE.