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ID:39730911
大小:2.89 MB
页数:30页
时间:2019-07-10
《Spring 2015 Programmatic FINAL》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、Programmatic2015ThePathForwardMay20151LukeStillmanluke.stillman@magnaglobal.comVincentLetangvincent.letang@magnaglobal.comTableofContentsNewChallengesStreamliningAdTechStreamliningDataProgrammaticTelevisionPrivacyViewabilityCPMsbyCountryCPMsbyMarketDevelopmentCPMsb
2、yVerticalAboutthisDocumentTheMAGNAGLOBALProgrammaticIntelligenceseriesispublishedtwiceayear.Thespringpublicationcoversthemostimportanttrends&driversoftheglobalprogrammaticmarketandhowMAGNAexpectsthosethemestoplayout.Thefallpublicationgivesanupdateontheglobalsizeand
3、growthoftheprogrammaticmarketbycountryandmediaformat.2KeyFindingsNewprogrammaticdriversin2015focusonprocesssimplification:1)Theprogrammaticecosystemwillbestreamlinedasfewer,butmorecomprehensive,adtechpartnersareused.Thelargestconsolidatedadtechmajorswillthriveinthi
4、senvironment,aswillsmallstart-upsthathandlenewancillaryserviceofferings.Mid-sizedspecializedfirmswillstruggle.2)Themostvaluabledatawillbecomethatwhichcanbeusedtobothidentifyandtargetconsumers.Thebroadestpervasivelogindata(Social,Email,dominantservices)atoneendandth
5、enarrowestcustomizeddatasets(CRM,EDW,websitevisits,pixelconversiondata)attheotherwillthrive.Databrokersandotheraggregatorsthatextrapolatenarrowsetswillstruggle.3)Servicesthatsupportthegreatestnumberofformatsanddeviceswillbeprioritized.Asprogrammaticcampaignsoperate
6、acrossmultipledevices,digitalformatsandultimatelyallmediaAppendixformats,companiesthatassistinunifyingtheseoperationswillthrive.Single-device/formatofferingswillstruggle.EarlyEvolutionofProgrammaticTV:PerspectiveMAGNAexpectsthatAudienceBuyingandHouseholdAddressable
7、programmatictelevisionincombinationwillrepresent4%ofTVbudgetsthisyear,increasingto17%ofTVbudgetsby2019.Cadreon’sUSProgrammaticTelevisionPenetration20%15%10%5%ProgrammaticCPMs0%20152016201720182019AudienceBuyingHouseholdAddressableProgrammaticinventoryisincreasingin
8、quality:ReturningTrendsProgrammaticCPMsincreasedin2014asaverageinventoryqualityincreases.Thistrendwillcontinueaspublishersgrowmorecomfortableoffe
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