View
596
Download
2
Category
Preview:
Citation preview
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
ROCKET FUEL | PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
Digiday Publishing Summit September 17, 2015
HOW PUBLISHERS ARE MONETIZING THEIR FIRST-PARTY DATA
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
2
3 YEAR STUDY publisher trends and their 1st party data
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
3
WHAT WE FOUND the market is maturing
DEMAND ADOPTION REVENUE IS UP IS UP IS UP
publishers are embracing integrated multi-platform solutions
publishers who don’t monetize their first-party data may be left
behind
CPMs and revenue increased since last year
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
4
MULTI PLATFORM PROGRAMMATIC publishers are embracing but not as fast as the media buyers are
64%
69% 46%
47%
publishers offering
publishers offering
79%
98%
94%
buyers allocating
budget
buyers allocating
budget
AUDIENCE EXTENSION PRIVATE MARKETPLACE INVENTORY
OPEN EXCHANGE INVENTORY DATA MANAGEMENT PLATFORMS
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
5
DATA MANAGEMENT PLATFORMS publishers adoption and why they pick a DMP
66%
46%
38% HAD A DMP IN 2014
PLAN TO ADD A DMP
NOW HAVE A DMP CREATE CUSTOM AUDIENCE SEGMENTS
CREATE A UNIQUE PRODUCT
INCREASE CPMs
TOP ROADBLOCKS FOR A PUBLISHER ADDING A DMP
$ AUDIENCE INSIGHTS
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
6
PUBLISHER REVENUE
CPMS PUBLISHERS WANT
MEDIA BUDGETS
BUYERS WANT
70% GENERATE
$20M+ 41%
SAME OR HIGHER THAN O&O
1ST PARTY DATA
O&O INTEGRATION
BRAND SAFE
$10M+ 50%
MORE LIKELY TO INCLUDE
VIEWABILITY
BRAND SAFE
CROSS PLATFORM
AUDIENCE EXTENSION
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
7
PRIVATE MARKETPLACES premium inventory goes programmatic
“partnering with a PMP alleviates time spent on direct-sale
negotiations, reporting, and campaign management.”
43% brand
safety
55% better inventory
than open exchange
47% premium
content
33% performance
27% site
lists
72% of media buyers are allocating budgets to private marketplaces
up to 25% of media budgets currently being allocated
Up to 20% of publishers revenue stream
MEDIA BUYERS EXPECTATIONS FOR PMPs
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
8
WHAT DOES THIS MEAN FOR YOU
THERE IS PREMIUM CAN MULIT-PLATFORM DEMAND GO PROGRAMMATIC INCREASES REVENUE
1 2 3
with increased brand safety features and viewability
measurement, programmatic now = efficient media buying
buyers are allocating more budget to programmatic solutions
from endemic publishers
DMP + audience extension to increase CPMs and capture
larger budgets
PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2015
9
GET IN TOUCH
jferraro@rocketfuel.com
(206) 321-6088
www.rocketfuel.com/audiencevalue
Recommended