한국어로 된 프로그래매틱 바잉(Programmatic Buying) 관련 자료가 부족함을 느끼고, 2013년 1월에 Rocketfuel에서 내놓은 ‘10 Questions About Programmatic Buying… and the answers marketers need’ 보고서를 골자로 다른 자료들을 참고하여 프로그래매틱 바잉에 대한 내용을 정리해 보았습니다.
- 1. 10 Questions aboutProgrammatic Buying / email@example.com
2. Index 1. Programmatic Buying ? 2. Programmatic Buying ? 3. Programmatic Buying ?4. Programmatic Buying ? 5. Programmatic Buying ? 6. Programmatic Buying ? 7. Programmatic Buying ? 8. Programmatic Buying ?9. Brand-safe ? 10.Programmatic Buying ? / firstname.lastname@example.org 3. 1. Programmatic Buying ? (in real time) (Bidding), George John, CEO, Rocket Fuel , (engage) , Philip Smolin, SVP of Market Solutions, Turn Bidding on an advertising inventory source - - , / , IO * 1. 2. 3. 4. (an ad impression) (marketplace) (advertisers) / email@example.com 4. 1. Programmatic Buying ? Bidding in Real Time (RTB, Real Time Bidding) - , - 1 = One Ad to one consumer in one context - (impressions) , 1 - (marketplace) , Programmatic Buying , one-to-one / firstname.lastname@example.org 5. 2. Programmatic Buying ? (wrong kind of consumer) , (wrong context) Paying only for the consumers you want, in contexts that generate impact - Programmatic Buying right message right context - Panel-based / audience-proxies , real audience delivery Enrich the consumer experience with more first-party data - Programmatic Buying -> - - Programmatic Buying / email@example.com 6. 2. Programmatic Buying ? On many more properties than just a handful of sites - Programmatic Buying Digital Properties - Digital Properties Scaling campaigns up to very large volume - Programmatic buying high-performing - / firstname.lastname@example.org 7. 3. Programmatic Buying ?Programmatic Buying campaign to campaign (always-on) Branding - From awareness through favorability, consideration, and purchase intent - Programmatic (Composition) , - (optimization) (Nielsen) (ComScore) (backing) Direct response from soft conversions to hard conversions - Programmatic DR campaign (signup) - DR Funnel , / email@example.com 8. 3. Programmatic Buying ? For loyalty marketing after the initial conversion - Programmatic buying DR campaign , - Programmatic buying CRM , , First-party data From individual campaigns to always-on marketing - Programmatic Buying funnel , funnel , / firstname.lastname@example.org 9. 4. Programmatic Buying ?DisplayVideo- Programmatic Buying - Programmatic Buying 2010~2011 - Pre-roll video in-banner video Programmatic Buying MobileFBX- Programmatic Buying , SSP, , - (cookie) , attribute - 2012 4 (Facebook Exchange) Programmatic Buying A Single Cross-Campaign Solution Programmatic Buying , (Optimizing) ! / email@example.com 10. 5. Programmatic Buying ? First-Party data: From internal marketing systems - - , , , , CRM system, , Third-Party data: From data providers and data exchanges - , , Aggregator 3 - , , , / , , / , (inmarket data), Third-party / First-party data Property Placement , Third-party + First-party Data = Programmatic Buying / firstname.lastname@example.org 11. 6. Programmatic Buying ?Programmatic Buying , , Automated, Progressive Optimization * Programmatic Buying 1. 2. (feature) 3. 4. (Budget) 5. - , - (Bid) Programmatic Buying , , ( ) / email@example.com 12. 6. Programmatic Buying ? Manuel, Cross-Tactic Optimization - -> * 1. , 2. , 3. Display Ad Programmatic Buying - 2013 $7.5 billions -> 2014 $9.8 billions / firstname.lastname@example.org 13. 7. Programmatic Buying ?Campaign Insight Tactics, Line Items, / / , , , , , , CPC, CPA Consumer Insight : , , , Top consumer , attribute Creative Insight , , / email@example.com 14. 8. Programmatic Buying ? . First-Party Responsibilities - First Party( ) Programmatic Buying OBA(Online Behavioral Advertising) , - OBA Consumers Have choices and control Digital Advertising Alliance(DAA) OBA , Programmatic Buying - Programmatic Buying , - (Opted-out) - / DAA (interest-based) / Reference Opt out / firstname.lastname@example.org 15. 9. Brand-safe ? Real-Time Blocker Real-Time blocker , , Placement, (Fraud) , OBA Avoiding Inappropriate Content - Programmatic Buying (entities) - Blocker Placement Placement (Redirect) Pre-Screened Inventory - Programmatic Buying Property , - Programmatic Buying Property (perhaps by vertical) , Property - Supply Side Platform(SSP) Private Exchange Brand-safe Pool -> Programmatic Buying , Brand-safe / email@example.com 16. 10. Programmatic Buying ? A Programmatic Buying Platform Programmatic Buying - Programmatic Buying - Public/Private Exchange - Third-party data aggregator - First-party data - RTB Cost Per Impression - Manuel/Cross-Tactic Automated/Progressive , , - Full-service ( ) / firstname.lastname@example.org 17. 10. Programmatic Buying ? A Skilled Provider, Either Internal or External -Programmatic Buying , (Skill) - , , , , Programmatic Buying A Change Agent - Programmatic Buying . Programmatic Buying (Agent) , Programmatic Buying . / email@example.com 18. Appendix IAB: 72% of Publishers Are Now Using Programmatic Ad Technologies November 04, 2013 A new IAB study, conducted in conjunction with the Winterberry Group released today found that 72% of publishers now participate in programmatic, closely following the vast majority of advertisers that do the same. And, within the next two years, the number of participating publishers is expected to increase to 83%. "As more and more publishers implement these systems, they're seeing that there are additional benefits from participating in the exchange," said IAB exec VP and COO Patrick Dolan in an interview. "It's definitely an industry trend," he said. "It's a way people are going. While perhaps not surprising, the numbers show that many publishers have moved past their initial reticence around selling programmatic. Offering inventory via mechanized and real-time tech platforms was seen by many as a sure way to commoditize their inventory, but the walls have slowly come down over time. The New York Times, for instance, recently hired its first "programmatic advertising director." News Corp and Turner have made peace with programmatic by setting up private exchanges. And even so-called "programmatic opponents" such as Gawker and USA Today have changed their tune, wading into programmatic waters after declaring a desire to operate outside of the ecosystem. This much is true: programmatic ad spending is growing fast, albeit from a very low base. According to eMarketer, it is expected to increase by 73.9% this year and 35.8% next. And programmatic is growing so fast that eMarketer just had to revise its numbers up to their current level due to larger than expected demand. Publishers are starting to understand that being programmatic-savvy is now a key to their business. No longer afraid, they're positioning themselves to compete in a changing media environment.http://adage.com/article/digital/72-publishers-programmatic-technology/245090/ / firstname.lastname@example.org 19. Resources Define It - What Is Programmatic Buying? (http://www.adexchanger.com/online-advertising/define-programmatic-buying/) 10 Questions About Programmatic Buying and the answers marketers need (http://rocketfuel.com/newsroom/blog/10-questions-aboutprogrammatic-buying-and-the-answers-marketers-need) Digital Advertising Ecosystem 102 (http://www.youtube.com/watch?v=2bL49y-6_0&feature=share&list=PLA6beOwzS-5A58f_emLdurnsiJPYIsrVi&index=1) Is the Future of Programmatic Premium? (http://www.emarketer.com/Article/Future-of-Programmatic-Premium/1010430) Brand Safety (http://integralads.com/our-solutions/brand-safety) Rocketfuel 10 Questions About Programmatic Buying and the answers marketers need , . / email@example.com