PROGRAMMATIC AT THE CORE
Advertising a very old business…
…but an acceleration on innovation these two past decade
Now, Display environnement is much more different and
sophisticated
It was created by this man : Terence Kawaja (Banker)
T. Kawaja Sept 2014 :
"..programmatic , all that is just software coming to the media buying,
the ad buying, the media selling,..this is some kind of new fashion, the
reality is, almost every industry has seen this level of software
bringing automation to the workflow processes..you can make some
analogies to (ex) the travel industry that follow the same course, and
this is not a big deal, this is not unusual just for advertising"
Banker Kawaja: “TAM” is the Huge Upside for AdTech, Beyond Digital Media.
http://goo.gl/9A2hnq
So what is programmatic advertising ?
“The opposite of programmatic is manual, not
premium”
“The [programmatic] display opportunity is particularly compelling”
- Marissa Mayer, CEO Yahoo!
“I think programmatic will simply become the “Automated buying and selling of advertising at scale
way media planning and buying is done.” will be the only way that TV budgets will move to
digital”
- Bob Arnold, NA Digital Strategy Lead Google
- Tim Armstrong, CEO AOL
Driven by major brands commitment
"American Express would like to transform their
Display Media Channel to become 100%
programmatic”
May 2014 RFP
“Procter & Gamble Aims to Buy 70% of Digital Ads
Programmatically”
AdAge, June 2014
“GM is focused on addressable video delivery;
Programmatic is the future”
Mediapost, Jan 2014
Why such a revolution?
Too Not
linear accurate
Too
Reducer
The consumer journey we had in mind five years ago is
now obsolete
Your audience changed !
And its media consumption is not linear anymore
So our industry adapted itself to this new consumer profile
Classical Media Planning :
20
Display
Publishers
x 3 Networks x Video
Partners
x 3 Mobile/
Social
x 2 Search
Partners
2
720 Decisions/week (1 FTE)
Programmatic Planning :
Many 40
Billion impressions/day
(Multivariate Decisions) x 7 Days (1 week)
3x Products/
Brands
= 840 Billion Decisions/week (1FTE)
(1,167,000,000 times MORE decisions)
How this market is organized ?
Yield magt of Market Place :
publishers
Trading
Offer and
inventories Demand Platform
meeting
AD
SSP DSP
EXCHANGE
The Ad Exchange is the place where seller (websites)
and buyer (Affiperf) meet
An auction approach in less than 100 ms
6 2
100 ms
5 3
All this process is realized in less than 100ms
One by one targeting & pricing aka audience planning
8$ CPM
BEFORE
Media Planning
TARGET :
MALE SITES
MALE 29/45
AFTER
3$ CPM
Audience Planning
5$ CPM
4$ CPM
TARGET : FOLLOW YOUR
AUDIENCE DURING
MALE 29/45 ITS NAVIGATION
7$ CPM
CHANGE OF FOCUS
We are talking about AUDIENCE PLANNING and no more MEDIA PLANNING
Costs are different by user/impressions/value of engagement…
Why do we need a programmatic approach?
Because your average customer doesn’t look like this….
I will buy
a car
today !
Why do we need a programmatic approach?
…Your average customer looks like this
Your customers:
• 100% use 2+ browsers
• 100% own a smartphone
• 25% are frequent travellers
• 60% own/access a tablet device
• 100% access 20+ media properties
daily
• 50% access 50+ media properties
daily
What is our mission ?
1 2 3 4
BRAND SAFETY VISIBILITY PROTECTION REPORTING
Maintaining a brand safe environment and make sure your ad
is seen
Excluded as a default :
- Crime, police, and emergency
- Religion and proselytism
- Military and international
- Juvenile, gross, and bizarre
- Profanity and rough language.
- Adult content
- UGC, content sharing
Custom list possible :
- you define premiumness
Over 75 000 sites excluded - Competitors
as default
Combination of multiple technics :
- Predictive technology
- Probabilistic approach
- Above the fold targeting
Empowered by Artemis, fuelled by 3rd
party solutions
Botnet Control
Don’t pay for a BOT Pay for Robert
170 Adexchanges excluded
A recognized worldwide solution : IAS
A full reporting suite for strategic actionable insights
A complete analytics toll offering daily
To set up tailored strategies:
reports: • Exchange /Strateies combination
• Impressions, Clicks & Conversions per day
• DSP combination
• KPI per format • Contribution / Attribution per channel
• KPI per sites
Shareable data agregated or at log level
A dedicated team for your campaigns
Consultants Traders
A dedicated position for
Havas Africa
A deep knowledge of your market
• Thanks to more than 280 programmatic campaigns across the
African continent those last 20 months (including all advertisers)
• … whether with BRANDING or PERFORMANCE goals
• The learnings on this continent allowed us to always go further on
the media consumption’s specificities : MOBILE & VIDEO
Impressions forecasts per country
+ 15% on inventories available vs
2014
* Will depend on market seasonality,
CPM bid, strategy settings , targeting...
A dedicated inventory per country
Which interest for Canal +
#1 Media productivity improved
Best targeting due to audience
#2
€
€ € planning
Personalized message (dco,
#3 retargeting)
A unique platform for cross device
#4 campaigns
#5 Reach improvement with a controlled
price
What we did in 2014
- 10 campaigns
- Various formats used (Video,
IAB, Expand Video in 2015)
What can we do in 2015 ?
Programmatic has to be considered as actionable on each step of the
funnel for each objective
Awareness Preference Traffic Conversion
• Preroll video • Facebook • Cross device • DCO
Exchange delivery
• Video In banner • Retargeting
• Custom targeting
• TV Synchronized • Intent
• Inread
• Audience buying
Cross devices integration
Web mobile
In-App
Homepage & Skinz
Our exclusive technology
allows us to implement
rapidly skin advertising
campaign and generate
visibility and qualified
traffic
Up to
80
Millions
unique Type of
contact purchase :
CPC or
CPM
Products : IAB Standard Banners
Nowadays, more than 80% of digital
advertising are compliant with IAB
standard :
Advertisers are familiar with these
formats, allowing to work in parallel on
in-core target coverage and
performance
160x600 120x600
Specs available at : px px
http://www.affiperf.com/spectech/
300x250 px
728x90 px
Products : Mobile
Mobile App (“In-App”) 120x20
• Your ad is delivered into a Mob- 168x28
App 216x36
Mobile Optimized
300x50
• Your ad is delivered on a pure
mobile website
320x50
Mobile Web
• Your ad is delivered on mobile-
designed website (ex : cnn.com ->
m.cnn.com)
300x250
320x480
728x90
Products: Mobile
Be present on Premium Apps on Mobile & Tablet
Inread and Inboard
Appropriation of the luxury codes, embedded in
the heart of editorial content
A full HD video viewability for a higher completion
Cost per full view or CPM buying method
TV Synchronized
• OUR TECHNOLOGY MONITORS TV CHANNELS,
DETECTS TV ADS AND TRIGGERS ONLINE
CAMPAIGNS IN REAL-TIME.
• MONITOR
• The platform monitors dozens of TV channels
A signal is sent to a targeted event is detected: goal,
24/7. TVTY captures ad flow from several
penalty, cardboard, etc..
countries
Impressions are bought and displayed in real time.
• DETECT
• The platform detects and recognizes all the ads
in real-time on monitored channels. The
500+ detection is made in less than 500 milliseconds
monitored
channels after the start of the ad. The technology we
developed is based on video fingerprinting.
• TRIGGER
21477 2119
monitored • The platform triggers us when a specified ad is
monitored
ads brands detected. Partners use our Trigger Manager to
specify the ads they want. Our API integrates
these triggers with any platform.
How can you use the data ?
2nd Party FIRST PARTY DATA - DATA ADVERTISER
Data Intent Data from the advertiser collected from
the browsing of users and its activity on
the website (purchase, login,,,),
SECOND PARTY DATA
1st Party Data from Publishers, partners, agency
Data
THIRD PARTY DATA
Socio Use of categorized datas from data
Demo agregators
Segments based on web browsing activity
Interest of online usres. Declarative or online survey.
Ex: women intersted in foodi
Intent Data created by a public service
(weather, revenue,…)
What’s next ?
