Presentation on theme: "Moderator:Jonathan Ricard, SVP BrightTag Panelists:Mark Howard, SVP Digital Advertising Strategy, Forbes Media Matthew Spengler, Executive Director, Digital."— Presentation transcript:
Moderator:Jonathan Ricard, SVP BrightTag Panelists:Mark Howard, SVP Digital Advertising Strategy, Forbes Media Matthew Spengler, Executive Director, Digital Sales, Rodale Jonathon Shaevitz, CEO, Legolas Media PROGRAMMATIC EVOLUTION & BEYOND: THE SUPPLY PERSPECTIVE
The Legolas Platform Legolas’ Programmatic Reserved platform provides the same level of trust & transparency you get when buying direct from publishers, but with the benefits of programmatic buying. REACH & SCALE 40+ TRILLION Impressions served 200 MILLION Monthly Unique Consumers 15 THOUSAND Data Targeting points 40+ Premium PUBLISHERS 75+ Marquis ADVERTISERS
UNPRECEDENTENDED AUDIENCE GROWTH With 48 million unique visitors* in March 2013, Forbes.com has seen an incredible audience growth of 60% year over year. AWARD WINNING In April 2013, Forbes was awarded a Webby award for the Best Magazine Website. SOCIAL JOURNALISM Our unique platform supports 1,000+ staff writers and expert contributors, encouraging greater participation and engagement with our audience. FORBES.COM *Omniture, March 2013
#1 HEALTHY LIFESTYLE MEDIA COMPANY - IN THE WORLD THE ICONS OF HEALTHY LIVING 8 MILLION magazines sold every month – 38 MILLION readers A GLOBAL PHENOM 95 International editions – 59 websites – 65 countries DIGITAL PLATFORM Unique Web properties reaching 36+ MILLION users A HEALTHY CONNECTION Our database of 27 MILLION health-minded consumers can be your best fans PUBLISHING POWERHOUSE Books, print and digital, make our book business one of the largest in the country TAKING ON TECH 100+ apps – Every Rodale magazine available for iPad, mobile Web
INDUSTRY LEADING TAG MANAGEMENTOver 500 Brands, Agencies, Networks & Publishers REAL TIME SOLUTIONSInstantly Test, Deploy, Activate, Remove or Modify ALL Tags ONE TRILLION PLUS in ECOMMERCETrusted Solutions Provider For Our Clients
THE POWER OF PROGRAMMATIC (definitions, please)
According to Tony Katsur, CEO, Maxifier….. “When it comes to programmatic premium, should we simply call it what it is – premium? Putting ‘programmatic’ in front of it doesn’t change the fact that it’s still premium.” THOUGHTS ?
Only 3 out of 10 media buyers seemed certain they would not move entirely to programmatic buying. According to eMarketer… IMPACT ON PUBLISHERS?
INVENTORY QUALITY (can it be programmatic also?)
Response Rate Session Depth (Impressions) Typically Goes to Networks or RTB (Most of the Composition of RTB) Typically Sold Class 2 or Networks/SSP Block (Sometimes Appears in RTB) Typically Sold Class 1 (Rarely Appears in RTB) 1011121314151617181920+ 456789123 The Type of Media You Buy Matters Publishers allocate fatigued users to RTB / Trading Desks ACCURATE?
Premium Publisher Inventory Breakdown According to a leading premium publisher, 10% of their Inventory is sold via RTB Remnant channels. TYPICAL?
VIEWABILITY (are all views created equal?)
According to Tom Shields, Co-founder & Chief Strategy Officer, Yieldex… “Trying to move the industry to ‘viewable impressions’ is a bad idea for three reasons: -It won’t make any difference to marketing ROI -It doesn’t help bring dollars online -And it will be expensive and confusing to adopt.” AGREE ?
VIDEO + MOBILE (follow the leader – your audience)
Forrester’s Prediction About Video… “For 2013, RTB spending will increase to $686 million and by 2014, RTB spending will increase to $1.14 billion – which represents a 284% increase since 2012.” THOUGHTS ?
eMarketer Sizes the Mobile Market… “Mobile ad spend will reach $7.3 Bn this year, and US advertisers are expected to devote $27.13 Bn to mobile by 2017.” RING TRUE ?
THIRD PARTY COOKIES (me want cookie!)
According to Paul Cimino, VP / GM, Brilig… “How long do you think until the cookie as we know it dies or is significantly less important than it is today? Five years at the most.” ANY TAKERS ?
TRANSPARENCY (we see through you)
From SpotXchange’s Survival Guide to Digital Video Landscape… “Advertising exchanges reward Buyers and Sellers as never before for transparency, for revealing what they want, and what they have. In exchanges, the interests of both sides and even intermediaries are unusually well-aligned.” AGREE / DISAGREE?