rtb errores y buenas prácticas
TRANSCRIPT
RTBCompra Programática
errores, buenas prácticas y futuro
10 de Abril de 2014
Mikel Lekaroz
@mlekaroz
© 2014 the Valley Digital Business School www.thevalley.es 1
© 2014 The Valley Digital Business School www.thevalley.es
Me presento
2
1988 Licenciatura en Empresariales, Deusto (SS)1990 Msc Marketing, Strathclyde BS (Glasgow)1991 PricewaterhouseCoopers (SS)1995 Facilnet (SS)1999 Easynet (Paris/Londres/Madrid)2004 e-Consulting & Development (Madrid)2006 Hi-media Spain (Madrid)2012 IAB Spain (Madrid)2012 Director e-Consulting&Development2012 Coordinador Media The Valley DBS
@mlekaroz
Publicidad online es Tecnología
© 2014 the Valley Digital Business School www.thevalley.es 4
Liquidez de Google
• Oferta: 100.000.000.000 De Consultas al mes
• Demanda:
© 2014 the Valley Digital Business School www.thevalley.es 5
• Ingresos: 59.519M$
• Beneficios: 12.920M$
• Cash incluyendo realizable: 58.717M$
Google. Ingresos por trimestre
© 2014 the Valley Digital Business School www.thevalley.es 6Fuente: Google Annual Report 2013. Google.com
© 2014 the Valley Digital Business School www.thevalley.es 7
RTB Estimaciones
© 2014 the Valley Digital Business School www.thevalley.es
Cifras en España
© 2014 the Valley Digital Business School www.thevalley.es 10
Fuente: IAB Spain, Estudio Inversión 2013
Ad Exchange: Actores
DSPDemand side
platforms
Sales House/
Adnetworks
DEMAND SUPPLYAUTOMATISATION TECHNOLOGY
SSPSupply side platforms
EditeursAdvertisers
Agencies/
Trading desks
PublishersAdExchanges
Data Exchanges DMPs
12© 2014 the Valley Digital Business School www.thevalley.es
Large Sites
Sites
El Modelo Ad Exchange
© 2014 the Valley Digital Business School www.thevalley.es
13
© 2014 the Valley Digital Business School www.thevalley.es 14
PUBLISHERS
ANUNCIANTES
Cabeceras Vs Audiencia
Audiencia no identificada Audiencia identificada
Medición de audiencias mediante panel
© 2014 the Valley Digital Business School www.thevalley.es
Cabeceras Vs Audiencia
Audiencia no identificada Audiencia identificada
Publishers: Ingresos poco satisfactorios
© 2014 the Valley Digital Business School www.thevalley.es 18
Premium
Invendido
Anunciantes: Poca conversión
© 2014 the Valley Digital Business School www.thevalley.es 19
Seleccionar audiencias
© 2014 the Valley Digital Business School www.thevalley.es 20
© 2014 the Valley Digital Business School www.thevalley.es 21
La clave: Cualificar Audiencias
© 2014 the Valley Digital Business School www.thevalley.es 22
Hombre
Entre 40 y 50 años
Profesional, Renta alta
Interés de compra de un coche de semilujo
23
Cookies
Data Management Platforms and Data Exchanges
Origen del 1sr party Data
• Website data (83%)
• CRM /registration data (79%)
• Mail data (72%)
• Digital campaign data (67%)
• Search data (45%)
• Mobile site or app data (28%)
© 2014 the Valley Digital Business School www.thevalley.es 25
Fuente: Exploring trends and impacts of data driven marketing", BlueKai 2013
26
Data Providers. Tipos de datos
• Datos SociodemográficosEdad, Sexo, Código Postal, etc• Datos de comportamientoAmantes de los Coches, Viajes, Deportes, Cultura, etc• Datos de Intenciones de compraEn búsqueda activa de Coche, Casa, Ocio, etc
© 2014 the Valley Digital Business School www.thevalley.es
Private Exchanges
© 2014 the Valley Digital Business School www.thevalley.es 27
28© 2014 the Valley Digital Business School www.thevalley.es
Fuente: DataXu, 4 Techniques for efficiente Media Buying. 2013
Modelos Programáticos
© 2014 The Valley Digital Business School www.thevalley.es
Private Exchange. Francia
29
© 2014 The Valley Digital Business School www.thevalley.es
Audience Square: Francia
30
© 2014 The Valley Digital Business School www.thevalley.es
Audience Square. Capa de Datos
31
60M de Perfiles
Actualizados
Detallados
Anónimos
Diferentes Criterios
A medida
© 2014 The Valley Digital Business School www.thevalley.es
Compartiendo Datos
32
© 2014 The Valley Digital Business School www.thevalley.es
Segmentos de Audiencia
33
Segmento 1
Segmento 4 Segmento 6
Segmento 3
Segmento 5
Segmento 2
© 2014 The Valley Digital Business School www.thevalley.es
Elección de un Segmento
34
Segmento 3
Sociomantic. Tecnología y Datos
RTB DCO MultiDispositivo Segmentación Facebook EX
CRM Cliente
Sociomantic. Tecnología y Datos
CRM Cliente
CPO CPO
Comprado por Dunnhumby
© 2014 the Valley Digital Business School www.thevalley.es 37
El Futuro?
© 2014 the Valley Digital Business School www.thevalley.es 38
© 2013The Valley Digital Business School www.thevalley.es
El futuro…
39
Inventario Publicitario
Premium
Invendido
Private Exchange
?
DATA
Progr. Premium
Programmatic Premium. Qué es?
© 2014 the Valley Digital Business School www.thevalley.es 40
Programmatic Premium. Expandibles
© 2014 the Valley Digital Business School www.thevalley.es 41
© 2014 the Valley Digital Business School www.thevalley.es 42
Programmatic Premium. Expandibles
Smart Skins
© 2014 the Valley Digital Business School www.thevalley.es 43
Push Down
© 2014 the Valley Digital Business School www.thevalley.es 44
© 2014 the Valley Digital Business School www.thevalley.es 45
@mlekaroz
mlekaroz
Muchas gracias