wtf is my yield strategy? - wtf programmatic uk, 11/11/14
Post on 20-Jun-2015
219 Views
Preview:
DESCRIPTION
TRANSCRIPT
WTF IS MY YIELD STRATEGY?RISK VS. REWARD
ELAINE DELA CRUZ - DIGITAL TRADING DIRECTORDENNIS PUBLISHING
3 THINGS
1. RISK VS. REWARD: 10 QUESTIONS THAT SHAPED OUR APPROACH TO PROGRAMMATIC
2. OPEN FOR BUSINESS: HOW BRANDS BUY FROM US3. NEXT 12 MONTHS: INVESTMENT ROAD MAP
25 SITES20m UUs£14.5m
YIELD AUDIT
1. WHAT MARKETS DO YOU OPERATE IN?2. HOW VALUABLE IS YOUR AUDIENCE?3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING?4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT?5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY?
MARKET INSIGHT
1. WHAT MARKETS DO YOU OPERATE IN?2. HOW VALUABLE IS YOUR AUDIENCE?3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING?4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT?5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY?6. WHAT ARE YOUR DIRECT COMPETITORS DOING?7. HOW MUCH CAN YOU TRUST YOUR CLIENTS?
BUSINESS CASE
1. WHAT MARKETS DO YOU OPERATE IN?2. HOW VALUABLE IS YOUR AUDIENCE?3. IS YOUR DIRECT DISPLAY REVENUE DECREASING, FLAT OR INCREASING?4. WHAT IS YOUR DIRECT DISPLAY % SOLD? VOLUMES LEFT?5. ARE YOUR AVERAGE PROGRAMMATIC YIELDS LESS, MORE OR EQUAL TO CURRENT DIRECT DISPLAY?6. WHAT ARE YOUR DIRECT COMPETITORS DOING?7. HOW MUCH CAN YOU TRUST YOUR CLIENTS?8. HOW AND WHY WILL YOU TRADE PROGRAMMATICALLY? 9. HOW WILL PROGRAMMATIC YIELDS AFFECT WIDER BUSINESS?10. IS YOUR OPERATIONAL SET-UP READY?
UNSOLD
OPEN AUCTION SEGMENTATION BLOCK LISTS IN-HOUSE SPECIALISTS
OPEN MARKET DECREASE
ENHANCED SEGMENTATION
PUBLISHER PARTNERSHIPS
PROGRAMMATIC TEAM
OVERSEAS
ENHANCED SEGMENTS
PUBLISHER PARTNERSHIPS
PROGRAMMATIC TEAM
OPEN AUCTION GEO SEGMENTS NO BLOCK LISTS IN-HOUSE SPECIALISTSHIGH IMPACT FORMATS
TRADING DEALS
EXPECTED TRADING
MULTI-SKILLED TEAM
AGENCY PARTNERS ENDEMIC CLIENTS NEW BUSINESS TRADING PILLARS
PREMIUM PROGRAMMATIC
MIGRATION FROM OPEN MARKET GUARANTEED BUYS PUBLISHER
PARTNERSHIPSSALES
NORMALISATION
BRAND LED SET CPMS NEW BUSINESS & LOW RISK CLIENTS
IN-HOUSE SPECIALISTS INSIGHT & LEARNINGS
To summarise…
• CASE BY CASE. STOP AND THINK. THEN STOP AND THINK AGAIN• WHY DO YOU WANT TO TRADE PROGRAMMATICALLY?• INVESTMENT IN TO FUTURE YIELD – AUDIENCE, ENVIRONMENT AND BRAND
top related