Digiday+Google Real Time State of the Indutsry

REAL-‐TIME DISPLAY ADVERTISING STATE OF THE INDUSTRY

February 23, DIGIDAY:ONMEDIA

©DIGIDAY

Digital Publisher 32%

Media Buyer (AdverHsers and

Agencies) 35%

Media Trader or Intermediary (including DSP, SSP, Networks and Exchanges)

33%

Are you / is your company a:

Source: Digiday and Google, Real-‐Time Display AdverFsing State of the Industry, February 23, 2011, total survey respondents n=317, quesFon respondents n=317

MEDIA BUYERS: ADVERTISERS AND AGENCIES (N=110)

©DIGIDAY

Agency 80%

AdverHser 20%

Are you / is your company a/an:

Source: Digiday and Google, Real-‐Time Display AdverFsing State of the Industry, February 23, 2011, total survey respondents n=317, media buyer respondents n=110, quesFon respondents n=90

©DIGIDAY

Job DescripFon:

•  Founder/CEO/Dir./Partner/Sr. Mgr/SVP: 23% •  AnalyFcs/Other: 17% •  CMO/MarkeFng Dir./CommunicaFons: 16% •  Planner/Buyer: 15% •  Media Dir./SVP Media: 11% •  Ad Ops: 8% •  CreaFve Dir.: 6% •  IT /Pla\orm: 3%

©DIGIDAY


14.4%

13.3%

8.9%

17.8%

11.1%

21.1%

13.3%

0% 5% 10% 15% 20% 25%

>$100 million

$50 million -‐ $100 million





< $1 million

Response %

Budget Size

How large is the overall adverHsing budget that you control?


©DIGIDAY

Brand 14%

Performance 26%

A Mix of the Above 60%

What type of ad buyer are you primarily?


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Yes 64%

No 36%

Other than search ads, have you purchased digital adverHsing using real-‐

Hme buying?


©DIGIDAY

MEDIA BUYERS: ADVERTISERS AND AGENCIES WHO HAVE USED REAL-‐TIME AD BUYING (N=58)

©DIGIDAY

87.8%

75.5%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%

2011 (EsHmate)

2010

More Buyers Plan to Purchase Display AdverHsing via Real-‐Time Buying in 2011


©DIGIDAY

% Buyers ReporFng 1% or More of their Budgets Going to Real-‐Time Buying


©DIGIDAY

41%

59%

21%

79%

0%

20%

40%

60%

80%

100%

1-10% 11-100%

% R

espo

nden

ts W

ho D

id a

nd/o

r Will

U

se R

eal-T

ime

Buy

ing

Digital Display Advertising Budget Range

What % of Your Digital Display Advertising Was/Will Be Purchased via Real-Time Buying

2010 2011 (Estimate)

In 2011, Test Budgets Become Real Budgets as AdverHsers Expand Budgets to > 10%

23%

43%

44%

45%

55%

0% 10% 20% 30% 40% 50% 60%

Universal frequency capping

Transparency into charges or costs associated with

using intermediaries

Access to unlimited inventory across ad

exchanges

AucHon-‐based pricing

Transparency into where the ads are

running

% Respondents Answering Most Important or Very Important (5-‐point Likert Scale)

The most important/very important elements of real-‐Hme ad buying to adverHsers/agencies


©DIGIDAY

4%

26%

27%

27%

51%

70%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Day-‐part signals

LocaHon-‐based signals

Contextual signals

Interest-‐based signals

Audience signals (a.k.a. "third party" data)

RemarkeHng signals (a.k.a. "first party" data)


Most important/very important filters or "signals" to adverHsers/agencies

Other: EffecFve CPA signals -‐ by far the #1 issue for DR; Demo signals

©DIGIDAY


41%

47%

47%

67%

0% 20% 40% 60% 80%

Pre-‐negoHated / reservaHon-‐based buying from ad networks

Real-‐Hme buying from ad networks or exchanges

Real-‐Hme buying via demand-‐side plajorms

Pre-‐negoHated / reservaHon-‐based buying from sites

% Respondents Answering Highest or High SaHsfacHon (4-‐point Likert Scale)

Highest or high saHsfacHon with the results from buying digital adverHsing the following ways:


©DIGIDAY

10%

16%

21%

26%

27%

43%

53%

0% 10% 20% 30% 40% 50% 60%

via aucHon from ad networks

via bidding interface from a demand side plajorm

via a bidding interface from an ad exchange

via an API from an ad exchange

in advance from ad networks / exchanges / DSPs

in advance from sites

via managed services from ad networks / exchanges / DSPs

% Respondents Answering Easiest to Use or Very Easy to Use (7-‐point Likert Scale)

Buying Methods as Ranked by Agencies/AdverHsers


©DIGIDAY

16%

37%

47%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

No

Undecided

Yes

Response %

Will the benefits of real-‐Hme buying (e.g. beker performance, higher efficiency) increase your

digital adverHsing budget this year?


©DIGIDAY

14%

18%

20%

32%

34%

60%

0% 10% 20% 30% 40% 50% 60% 70%

Mobile rich media

In-‐stream video

Mobile display

Dynamic creaHve

Web rich media banners

Web display banners

% Respondents ReporHng Always/Extremely Likely (10) or Very Likely (9) on Likert 10-‐point Scale

% Agency/AdverHser Respondents Who are Always/Extremely Likely or Very Likely to Purchase the Following Kinds of Digital

AdverHsing via Real-‐Time Buying


©DIGIDAY

4.0%

18.0%

10.0%

8.0%

6.0%

10.0%

6.0%

2.0%

12.0%

10.0%

8.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

Respon

se %

% of Online AdverHsing Purchased Direct from a Publisher

Excluding search, in 2010, what percent of your online adverHsing was purchased direct from a publisher rather

than via an intermediary (network, exchange, DSP or other):


©DIGIDAY

8.0% 8.0%

6.0%

4.0%

6.0%

8.0%

12.0%

4.0%

2.0%

16.0%

8.0%

12.0%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Respon

se %

Of Media Purchased from Publishers, % Bought by Audience Segment

For the media that was purchased in 2010 directly from publishers, what percent was bought by audience segment (e.g. behavioral,

demographic or re-‐markeHng)?


©DIGIDAY

26.0%

30.0%

18.0%

12.0%

2.0% 4.0%

6.0%

0.0% 2.0%

0%

5%

10%

15%

20%

25%

30%

35%

Unwilling to pay a premium

0-‐10% Higher

10%-‐20% Higher

20%-‐30% Higher

30%-‐40% Higher

40%-‐50% Higher

50%-‐60% Higher

60%-‐70% Higher

70%-‐80% Higher

Respon

se %

Percentage Premium Willing to Pay

When making a network or exchange purchase, what percentage premium would you be willing to pay (e.g. in terms of increased CPM) to know exactly where/on what sites your ads are running?


©DIGIDAY

6.0%

38.0%

30.0%

12.0%

4.0% 6.0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

None 1-‐3 4-‐6 7-‐12 13-‐20 >20

Respon

se %

# Networks

From how many networks do you currently buy digital adverHsing?


©DIGIDAY

14%

58%

12% 8%

4%

0%

10%

20%

30%

40%

50%

60%

70%

None 1-‐3 4-‐6 7-‐12 13-‐20

Respon

se %

# Exchanges

From how many exchanges do you currently buy digital adverHsing?


©DIGIDAY

26.0%

64.0%

6.0%

0%

10%

20%

30%

40%

50%

60%

70%

None 1-‐3 4-‐6

Respon

se %

# DSPs

From how many DSPs do you currently buy digital adverHsing?


©DIGIDAY

10.2%

22.4%

16.3% 16.3%

10.2%

12.2%

8.2%

0%

5%

10%

15%

20%

25%

None 1-‐3 4-‐6 7-‐12 13-‐20 >20 >100

Respon

se %

# of Publishers

From how many publishers do you currently buy digital adverHsing directly (e.g. not through an intermediary?)


©DIGIDAY

What, if anything, would cause you to buy more of your digital ad inventory via real-‐Hme buying?

•  Transparency •  Availability •  Performance •  Performance •  Performance & pricing. •  API's, robust reporFng, and accurate

demographic informaFon. •  More analyFcs to demonstrate effecFveness! •  Increased ROI •  beder interfaces •  Increased Rich Media, Video, and Mobile

Inventory. •  Scale, improved efficiency and improved

targeFng •  support of rich media •  Ability to buy rich media and video in larger

quanFFes

•  Transparency •  Having clients who are "ready" to embrace

the more complicated strategy, specifically with more creaFves and supporFng technology (advanced tracking)

•  performance transparency, precise bidding on segments. Basically, what search does.

•  Flexibility in budget approved by clients. •  wider creaFve capabiliFes, ease of gemng

media live •  For Performance clients mainly based in a

CPA purchase •  Lower prices •  More premium inventory. •  clear understanding of the technology and

algorithms used. •  Beder adribuFon modeling •  Premium inventory and site transparency


©DIGIDAY

MEDIA BUYERS: ADVERTISERS AND AGENCIES WHO HAVE NOT USED REAL-‐TIME AD BUYING (N=1)

NOTE: ONLY ONE RESPONDENT IN THIS CATEGORY – INSUFFICIENT FOR COMPARISON

©DIGIDAY

BUYING INTERMEDIARIES: DSP, SSP, EXCHANGES AND NETWORKS (N=106)

©DIGIDAY

Demand Side Plajorm (DSP)

23%

Sell Side Plajorm (SSP)

10%

Ad Network 29%

Ad Exchange 15%

Other Intermediary

23%

Are you / is your company a/an:

Other: Independent Consultant; Independent Media Trading Desk; Data exchange; data provider; marketplace; Yield OpFmizaFon; Demand Side Trading Desk; Sorware soluFon of workflow management tools for digital media; Pla\orm; Data Management Pla\orm

Source: Digiday and Google, Real-‐Time Display AdverFsing State of the Industry, February 23, 2011, total survey respondents n=317, buying intermediary respondents n=106, quesFon respondents n=47

©DIGIDAY

Job DescripFon

•  CEO/CTO/COO/DIR/GM/HEAD/SVP: 35% •  Biz Dev: 10% •  MarkeFng: 10%

•  Acct. Mgr/Sales VP: 10%

•  Ops/OpFmizaFon: 5%

•  Product/Engineering: 3% •  Other: 27% Source: Digiday and Google, Real-‐Time Display AdverFsing State of the Industry, February 23, 2011, total survey respondents n=317, buying intermediary respondents n=106, quesFon respondents n=58

©DIGIDAY

13.8%

19.0%

20.7%

12.1%

5.2%

8.6%

20.7%

0%

5%

10%

15%

20%

25%

None / NA 1-‐3 4-‐6 7-‐12 13-‐20 >20 >100

Respon

se %

# Networks / Ad Exchanges

How many networks or ad exchanges do you currently use as inventory sources?


©DIGIDAY

12.1%

6.9%

8.6%

15.5%

5.2%

6.9%

10.3%

5.2% 5.2% 5.2%

13.8%

5.2%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Respon

se %

% Media Buys Involving Audience TargeHng

For the media buys that you processed in 2010, what percent involved audience targeHng?

©DIGIDAY


14%

5.2% 5.2%

10.3%

2%

5.2% 5.2%

1.7%

6.9%

0.0%

5.2%

0%

2%

4%

6%

8%

10%

12%

14%

16%

0% / NA 1-‐10% 11-‐20% 21-‐30% 31-‐40% 41-‐50% 51-‐60% 62-‐70% 71-‐80% 81-‐90% 91-‐100%

Respon

se %

Of Network/Exchange-‐Based Buying of Targeted Audience Segments, % of Buying via Real-‐Time Bidding

Of the network or exchange-‐based buying you did of targeted audience segments in 2010, what percent of that buying was via real-‐

Hme bidding?


©DIGIDAY

10.3%

13.8%

27.6%

19.0%

29.3%

0%

5%

10%

15%

20%

25%

30%

35%

Not Sure 0%/NA 1-‐50% 51-‐100% >100%

Respon

se %

AnHcipated % Increase in Real-‐Time Bidding Volume

By what percent do you anHcipate your volume in real-‐Hme bidding will increase in 2011?


©DIGIDAY

34.0% 34.0%

17.0%

9.4%

5.7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Rich Media (Banners)

Dynamic CreaHve (Banners

In-‐stream Video Mobile Mobile Rich Media

Respon

se %

Ad Format

In which category of digital adverHsing do you anHcipate the greatest increase in real-‐Hme bidding in 2011?

Other: search re-‐targeFng; Performance AdverFsing / RetargeFng; General display


©DIGIDAY

50.9%

24.5%

17.0%

7.5%

0%

10%

20%

30%

40%

50%

60%

Become more like DSPs Focus on an audience niche

Focus on a format or plajorm niche

Focus on a contextual niche

Respon

se %

How Ad Networks are Most Likely to Respond

How are ad networks MOST LIKELY to respond to the expansion of demand-‐side plajorms (DSPs)?

Other: Adopt technology similar to DSP's to apply to their exisFng network; Become exchanges; increased specializaFon: audience, contextual, verFcal


©DIGIDAY

51.7%

34.5%

13.8%

0%

10%

20%

30%

40%

50%

60%

Yes No N/A

Respon

se %

Answer

Does your network / exchange / DSP reveal the idenHty of the desHnaHon site for adverHsing purchased?


©DIGIDAY

Why or Why Not? •  varies w/ client need •  We feel transparency is vital •  AdverFsers and agencies want

transparency •  Clients desire it •  Because that's what Agencies

want. •  because I agreed to a

minimum spend •  buyers demand it in most

cases •  We provide full transparency

•  That is up to the publisher to pass this informaFon back

•  Depends on the publisher •  our network is blind •  No by default, but can be Yes

depending on buy-‐sell relaFonship

•  Offering safety and privacy for publishers.

•  not available •  I think i can get it if I ask them

for it.


©DIGIDAY

What's the biggest change that you anHcipate in real-‐Hme display adverHsing in 2011?

•  Publishers start taking advantage of data / bid landscape to drive Guaranteed sales

•  More openness flexibility in informaFon •  More •  CreaFng effecFng repeat impressions in a world in

which measurement of mulFple and pervasive input is an ever growing challenge with such vast sensory and near overload of media input in an average day to the average consumer.

•  More RTB pla\orms •  More 1st Fer quality inventory •  More publishers making RTB inventory available. •  More focus on contextual buying because Audience

has limitaFons •  I believe cost will go up as budgets are increased to

allocate a higher spend using RTB. •  search re-‐targeFng •  This really depends on how the poliFcs of BT play

out. At this point I see browsers making it easier for people to opt out of 3rd party targeFng so I could actually see that hurFng real Fme bidding's growth. At the same Fme it puts more power back in the hands of publishers with unique content.

•  Publisher Data/unique adributes/values being incorporated into bidding process

•  more impressions, lower cpms •  The addiFon of mobile and IPTV •  Real Fme based delivery of performance campaigns

using retargrFng and user profiling •  Privacy •  more publisher controls to protect data and

inventory •  Revenge of the ad networks as agencies flail with all

their new-‐found power. •  Since the technology is immature, I expect that

there will be more confusion between market players about RTB than actual benefits.

•  Moving from simple banners to rich media across mobile and video

•  Model driven bidding (current RTB bids in the industry are largely sFll manually placed).

•  transparency on winner of the impressions, and margin that the publishers are loosing while not working direct.

•  We will see a greater shir towards exchange buying in 2011.

©DIGIDAY

What's the biggest change that you anHcipate in real-‐Hme display adverHsing in 2011? (cont.)

•  More accuracy allowing more niche requests make a DSP funcFon similarly to a direct buy. More need for educaFon and how to properly use a DSP.

•  more money spent online in banner adverFsing

•  CPMs for well known brands going up, mid-‐long tail going way down

•  More and more exchanges / DSPs will be taking part in RTB as the market moves forward toward allowing both adverFsers and publishers having more control over their inventory / revenue.

•  Shir towards more exchange traded buys •  There will be more innovaFon around

publisher controls. •  pub controls •  Efficiency for adverFsers.

•  Increase in compeFFon •  greater prevalence •  More formats •  PercepFon •  Increased demand •  High Density RetargeFng from leading sell

side pla\orms drasFcally increases yield from RTB exchanges.

•  More publisher controls •  More publishers opening up their inventory

to exchanges / RTB •  mobile becoming relevant •  cross pla\orm •  players will need to invest heavily to achieve

the scale required to be successful •  Growth and beder used for what it should be

used for; dynamic pricing based on the audience.

Source: Digiday and Google, Real-‐Time Display AdverFsing State of the Industry, February 23, 2011, total survey respondents n=317, quesFon respondents n=43

©DIGIDAY

PUBLISHERS (N=101)

Job DescripFon: •  CEO, President, Publisher, GM, SVP, CRO: 28% •  Director/Digital Ad Ops: 26% •  Sr. Sales: 14% •  Biz Dev/Strategic Dir: 11% •  ExecuFve Dir. Products/ Prod. Mgr: 9% •  CIO/Technology: 5% •  MarkeFng VP/PR: 5% •  Other (e.g. “VP”): 2%

©DIGIDAY

Source: Digiday and Google, Real-‐Time Display AdverFsing State of the Industry, February 23, 2011, total survey respondents n=317, digital publisher respondents n=101, quesFon respondents n=57

©DIGIDAY SOTI Real-‐Time Display AdverFsing 2/2011 Publishers N=65

24.2%

6.1%

3.0%

15.2%

9.1%

27.3%

15.2%

0% 5% 10% 15% 20% 25% 30%

>$100 million






< $1 million

Response %

Ad Re

venu

e

How high was your ad revenue in 2010?

©DIGIDAY


18.5%

46.2%

15.4%

9.2%

3.1% 4.6% 0.0%

3.1%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

None 1-‐3 4-‐6 7-‐12 13-‐20 >20 >100 Not sure

Respon

se %

# Ad Networks

With how many ad networks do you work with directly?


©DIGIDAY

28.6%

55.6%

7.9%

1.6% 0.0% 1.6% 0.0%

4.8%

0%

10%

20%

30%

40%

50%

60%

None 1-‐3 4-‐6 7-‐12 13-‐20 >20 >100 Not sure

Respon

se %

# Yield Managers, Sell-‐Side Plajorms, Ad Exchanges

With how many yield managers, sell-‐side plajorms and ad exchanges do

you currently work with?

©DIGIDAY


68.8%

26.6%

35.9%

40.6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Online Web Site(s) Digital Video Site(s) Mobile Site(s)/Apps All of the above

Respon

se %

Which of the following does your company publish?

Other: Online + Mobile; iPad/iDevice


©DIGIDAY

51.6%

12.5%

17.2%

6.3%

35.9%

0%

10%

20%

30%

40%

50%

60%

Online Web Site(s)

Digital Video Site(s)

Mobile Site(s) / Apps

All of the above

None of the above

Respon

se %

In 2011, for which of the following channels will you make your adverHsing inventory available through an exchange or real-‐Hme bidding

plajorm?

©DIGIDAY


PUBLISHERS WHO USE REAL-‐TIME BIDDING (N=33)

0

1

2

3

4

5

6

7

8

0%

1-‐10%

11-‐20%

21-‐30%

31-‐40%

41-‐50%

51-‐60%

62-‐70%

71-‐80%

81-‐90%

91-‐100

%

Not

sure

Online Display Banners In-‐Stream Video Mobile Media

What percent of your ad inventory on the following channels do you expect will be sold through an exchange

or other real-‐Hme bidding plajorm in 2011?


©DIGIDAY

0

0.05

0.1

0.15

0.2

0.25 25%

18.80%

18.80%

6.30%

3.10% 9.40%

7%

17%

3%

3%

16.10%

9.70%

3.20%

16.10%

6.50%

Online display banners

In-‐stream video

Mobile

Percent of your ads on these channels that will be sold via exchange or other real-‐Hme bidding plajorm in 2011

©DIGIDAY


48.5%

27.3% 24.2%

0%

10%

20%

30%

40%

50%

60%

Yes No Don't Know

Will the current rise in spending through real-‐Hme ad buying cause you to increase the amount of inventory you sell through an exchange or other RTB plajorm?


©DIGIDAY

Why or Why Not?

•  expected rise in yield •  If the demand is there to increase yield

•  Need to conduct a test •  We will be evaluaFng this before making a decision

•  we'll want to generate more revenue


©DIGIDAY

11%

21%

28%

41%

47%

48%

0% 10% 20% 30% 40% 50% 60%

Beder price for our audience quality/characterisFcs

Ease of use / Efficiency

Access to beder targeFng technology

Access to more / undiscovered buyers

Ability to tap bigger budgets

Higher sell-‐through


What's the most important advantage to you of making your inventory available on an exchange or other real-‐Hme

bidding plajorm?


©DIGIDAY

10%

26%

37%

37%

48%

50%

0% 10% 20% 30% 40% 50% 60%

ability to block specific categories of buyers

ability to block ad technologies

ability to maintain anonymity

custom views to preferred buyers

protecHons against data squakers

protecHons against bad ads (e.g. malware)


% Digital publishers who report the following factors as most important or very important in their decision regarding how much or what inventory to make available on an exchange or other real-‐

Hme bidding plajorm


©DIGIDAY

PUBLISHERS WHO DON’T USE REAL-‐TIME BIDDING (N=23)

Why Haven’t You ParHcipated in Real-‐Time Bidding

All of our digital inventory is sold by internal sales people or authorized rep firms; we don't parFcipate in any ad networks or exchanges

We sell some of our inventory via networks and exchanges, but only at a pre-‐approved price

Other: •  Our sites are always near sold out. We sell more ads that run on exchanges. •  Does not seem to be worth the effort to swap over.

©DIGIDAY


33%

38%

41%

43%

55%

64%

0% 20% 40% 60% 80%

protecHons against data squakers

ability to block ad technologies

custom views to preferred buyers

ability to maintain anonymity

ability to block specific categories of buyers

protecHons against bad ads (e.g. malware)

% Respondents Answering Most Persuasive or Persuasive (6-‐point Likert Scale)

% Digital publishers finding a feature most persuasive or very persuasive for making their ads available on an exchange or other

real-‐Hme bidding plajorm

Other: Significantly increased revenue; Ability to set a floor; knowing it would not cannibalize our display business.


©DIGIDAY

What is the biggest challenge you face as a digital publisher given the rise of ad networks and exchanges and what's your soluHon?

•  Our soluFon is to take advantage of the ad tech available and use it to run our own trading desk using data that is *exclusive* to us

•  data ther and percepFon that audience buying is effecFve. •  Too many choices and too much inerFa. It requires a leap of faith to make a change in the soluFon, and an

organizaFon wants to know it will be worth the labor invested. •  Being forced to use them by the industry •  Promise of a decent eCPM, reality that it isn't any beder than remnant has always been.... •  CreaFvity and brand integraFon are the great equalizers. Exchanges are great for DR, but branding will rise

again and that's where the crossroads of quality and value live. That is where the higher CPM will exist. Networks are great for dumbing down media to its lowest denominator.

•  We're a flash in flash environment. Most networks cannot work in this environment. As a result, we have to work with VAST 1.0 and VAST 2.0, but many networks cannot accommodate this as well.

•  commodiFzaFon of the brand •  not cannibalizing our display business •  Maintaining CPM •  Since price is being driven down, our soluFon must be to add value through custom, high-‐impact

opportuniFes and the guarantee of volume, context, and compeFFve exclusivity. •  Blocking ads and increasing revenue •  Remnant inventory eaFng into our direct sales efforts -‐-‐ both on a straigh\orward buying relaFonship, AND

an indirect data collecFon relaFonship. They both hurt our business!

©DIGIDAY


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Source: Digiday and Google, Real-‐Time Display AdverFsing State of the Industry, February 23, 2011, total survey respondents n=317

Date post:	28-Nov-2014
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Digiday+Google Real Time State of the Indutsry

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