unleashing the global programmatic online audio marketplace€¦ · (opendirect) programmatic deals...
TRANSCRIPT
UNLEASHING THE GLOBAL
PROGRAMMATIC AUDIO
MARKETPLACE
Presented by:
Benjamin Masse
Managing Director, Market Development & Strategy
IAB CONNECT 2016 – DIGITAL REVOLUTION: THE CONNECTED
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ONLINE AUDIO
OPPORTUNITY
The platform to build a striving marketplace
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Audience is Booming
Sources: 1:Webcast Metrics (M-F 6A-7P, Q1’09 thru Feb’15) & 2:Edison Research
Average Active Sessions (AAS) is the average number of streams of one minute or more active within a time period. AAS is calculated by “Total Listening Hours (TLH)
divided by hours in the reported time period.” TLH is defined as the total number of hours that the station/publisher has streamed during sessions with duration of at
least one minute in total within the reported time period.
523%Increase In Total Domestic Average Active
Sessions Over The Past 7 Years
538%Increase In Total Domestic Average Active
Sessions Over The Past 7 Years
718,583
1,072,287
1,177,368
1,457,794
1,529,951
1,796,650
2,042,222
2,461,424
2,746,049
2,854,904
3,020,445
3,902,011
4,154,100
4,307,151 4,216,941
4,552,265 4,584,345
Q1'09 Q4'09 Q1'10 Q4'10 Q1'11 Q4'11 Q1'12 Q4'12 Q1'13 Q4'13 Q1'14 Q4'14 Q1'15 Q2'15 Q3'15 Q4'15 Q1'16
WEBCAST METRICS REPORTS 538% INCREASE IN TOTAL
DOMESTIC LISTENING IN PAST 7 YEARS 1
Increased Time Spent Listening
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Online radio = Listening to AM/FM radio stations online and/or listening to streamed audio content available only on the Internet
Base: Total Population 12+
© 2015 Edison Research & Triton Digital
STREAMING IN-CAR HAS INCREASED 9% YEAR-OVER-YEAR
Digital Audio Benefits
THE BEST OF DIGITAL & BROADCAST RADIO COMBINED
Targeted and measured at
listener level (1st & 3rd party data)
Mood targeting inferred on
content format
Present across a range of
devices and native to mobile
Complemented with visual
material
No ad blocking and fraud-free
100% audience attention
Recall factor: lifts cross channel
campaigns
Skewed towards highly sought
after demos
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IAB DAAST 1.0 & OpenRTB 2.4
DAAST was released Oct ‘14
Similar to VAST, but for Audio. DAAST consolidates all required creative
and define recipe to track delivery
OpenRTB 2.4 was released Mar ‘16
Audio object supported – this will accelerated support from DSPs
Toolbox
AdTrek by Triton Digital: Add digital audio support to any video DSP
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STANDARDS EXIST
Digital Audio Requirements
• Content and stream of quality with reasonable ad payload
• Addressable and traceable audience through “smart
players”
• Inventory at scale (pre- and mid-rolls), webradios,
podcasts
• Automation of processes, including standard compliance
(DAAST, OpenRTB, OpenDirect, TAG)
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Publishers Needs
• Streaming infrastructure that supports live spot replacement and
on-demand stitching
• Digital measurement - from forecasting to affidavits and
attribution
• Smart players supporting cookies, mobile adID, and audience
platform (Audio DMP)
• Yield optimization across demand-sources (Audio SSP),
including support of non-guaranteed (OpenRTB) and
guaranteed (OpenDirect) programmatic deals
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IN TERMS OF TECHNOLOGY:
Advertisers Needs
• Access to supply, whether using DFP, Tap, AdsWizz, WideOrbit, etc.
• Increasing addressable audience using accepted transactional
mechanism (i.e. cookies and DeviceID).
• Proper interoperability with DSPs, DMPs, and attribution vendors.
• Digital measurement (from forecasting to affidavits and attribution)
• Support of non-guaranteed (OpenRTB) and guaranteed
(OpenDirect) programmatic deals
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IN TERMS OF TECHNOLOGY:
The Vision
1. Programmatic audio will become more and more sophisticated:
• Monetizable data segments including lookalike models
• Forecasting across all sources
• Prediction of performance and measurement of attribution
2. The number of platforms/access points will increase
3. Friction will be removed and audio data will circulate across
4. It will be costly for publishers to keep up with technology –
outsourcing will be critical
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TRITON PRODUCTS
OVERVIEW
The Industry Leading Technology for Digital Audio
Tap Overview
Variations
Tap Live: Dynamically inject ads within a live stream to allow the
replacement of ads that run on AM/FM signals
Tap OnDemand: Pre-roll and in-stream ad stitching for online music
services and web radios
Tap Podcast: Pre, mid, and post-roll audio ad stitching directly into
episodes or audio files
Creative Manager Audio Trafficker Forecast & Affidavit Engine Media Buying API
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Core Features
Streaming Overview
Broadcast
Live stream is
broadcasted
Encoding
Broadcast is encoded
with programmatic
programming breaks
defined
Network
Ad Serving
Ads are stitched into the stream
replacing the original broadcast ads
Ad Decisioning
Campaign’s requirements and audience profile
are utilized to select targeted audio ads
Player / App
A unique stream
is delivered to
each player/app
with targeted ads
stitched directly
into the content
eliminating
detection by ad-
blocking software
User
The user
experiences a
seamless ad-
supported
listening
experience
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Measurement Overview
Webcast Metrics National
Digital Metrics
Standard Geographies
Webcast Metrics Local
Radio Equivalent Metrics
Radio Trading Zones
Agency Stewardship Integration
Measurement Overview
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• Comparable to Broadcast
Estimates: Geo/population,
metrics, timing, utility
• Disanonymizing the Listener:
Geo and demo
• Data Collection: Listener
tracking (SDK, audited API),
server log processing
• One-to-One Measurement: No
projections, panels, or surveys
• Quality Control: “Non-human
traffic” filtered, one minute rule
• Accredited by Media Rating
Council: Commissioned by US
Congress and funded by
buyers/sellers to guarantee valid,
reliable, effective metrics
• Brand Safe: Over 100+ premium
licensed publishers worldwide
such as Spotify, CBS, MLB At Bat,
ESPN and Entercom.
• Multi-Channel: Web, phone,
tablet, players
• Native Ad Environment:
Integrated audio in premium
content
• Efficient: Latest in efficient and
effective audio procurement
• Powerful Success Metrics: Post-
exposure page views, conversion
tracking, brand lift studies and
more
• IAB Certified: Compliant with
IAB’s DAAST ensuring a standard
set of specs for audio ad delivery,
execution, and reporting
a2x Overview
Available via self-serve or Triton Digital managed service solution
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Deep Level of Targeting
RADIO
DEVICES &
CHANNELS
GEO
AUDIENCE
• National & Regional
• MSA
• DMA
• City & Zip
• Longitude/Latitude
• Format/Genre
• Program Exclusions
• Demo & Gender
• Retargeting
• 3rd Party Data
• 1st Party Data
• iOS/Android
• PlayStation/Xbox
• Roku/Smart TV
• Sonos
• etc.
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Campaign Tracking
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3rd Party Audio Tracking (DCM, Sizmek, Atlas, Vindico, AdTech & more)
Triton recommends 1x1 tracker on audio and separate
set of display trackers; run a 3rd party banner that will
wrap creative and tracking into one package.
Audience Validation (Nielsen DAR, Comscore vCE)
Exposure Attribution (Lotame, BlueKai, eXelate,
Convertro, Adometry, Floodlight)
Brand Studies
(Millward Brown Dynamic Logic, Nielsen Vizu)
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Objective
General awareness for a new Consumer Credit
Card launch as well as drive deeper
engagement beyond the landing page. KPIs
included application to card or request for
contact.
Results
While Xaxis Radio had a predictably low CTR
(0.02%), users navigated to the Advertiser’s
site as a result of strong ad recall and quality
targeting
Note: Baseline = video+display before audio
was added to campaign
4.1x Lift in Awareness
Exposure Attribution – It Works
FINANCIAL SECTOR
Key Takeaways
• Online programmatic audio has been a reality in the US since 2013
• Can be traded as easily as programmatic display or video
• Brand safe publishers and premium inventories
• No ad blocking and fraud-free campaigns
• Standards exists: DAAST, soon OpenRTB 2.4
• Addressable and traceable audience through “smart players” for targeting
and attribution need to scale in Europe
• Digital measurement is needed (from forecasting to affidavits and attribution)
• Programmatic audio will become more and more sophisticated: rely on
existing technologies
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