Taking control of programmatic... to the point of internalizing ?
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Conference
9:45 AM - 10:25 AM
Taking control of programmatic... to the point of internalizing ?
BENJAMIN COURDIER
CLAIRE MORLON
AurĂŠlien Deschodt
Senior Digital & Data Expert
Head of Media Buying Programmatic & Social Media
Communication & Digital Leader
Sutter Mills
Decathlon
Air France
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MARKET TRENDS
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MARKET OVERVIEW ●The French digital advertising markets represented 4.9 billion € in 2018 - a 17% increase compared to 2017 ●Programmatic spends increased by 26% YOY, accounting for 46% of Display budgets overall (Source SRI Report - Advertising Observatory)
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3 TRENDS 01. PREMIUM-ISATION
02. EMERGENCE OF NEW DSPs
“Deals” provide premium access to inventory and data
Amazon
now account for 30% of programmatic budget - and
behavior data
growing
Tabmo TYPE OF AUCTION
PRICING
INVENTORY
OPEN AUCTION
Open
Bids
Not reserved
PRIVATE AUCTION
Restricted
Bids
Not reserved
PRIVATE / PREF. DEAL
Restricted
Fixed CPM
Not reserved
GUARANTEED DEAL
Restricted to one buyer
Proprietary consumer Mobile, App, Mobile Video
Displayce
DOOH (Digital Out of
Home) Adswizz
Audio
03. INTERNALIZATION More & more advertisers are considering going “in house”
Fixed CPM
Reserved
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BENCHMARK
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BENCHMARK OF DSP SOLUTIONS
OMNICHANN EL DSP
Web, Mobile, Video, Native, App, Audio, CTV
Formats
Web, Mobile, Video, Native, App, Audio
Web, Mobile, Video, Native, App, Audio, CTV, DOOH
Web, Mobile, Video, Native, App
Web, Mobile, Video, App
Web, Mobile, Video, Native, App, CTV
Web, Mobile, Video, Native, App
Web, Mobile, Video, Native, App, Audio, CTV
Web, Mobile, Video, Native, App, CTV, Social
Web, Mobile, Video
STACK Ad verification & Brand safety DCO DMP
-
Plus
-
A Xander (AT&T) company, operating on Buyer & Seller sides Positioned as best of breed & open source
Google’s DSP, incl. YouTube Google Marketing Platform for : easier audience bulding and sharing, unfied tracking & Attribution etc
Independe nt solution Positionne d as a proprietary , customisab le, omnicanal stack
ex-Turn End-toend campaign managem ent through TV, digital and social channels
Amazon’s DSP Latest giant newcomer Unique access to purchase behavioral data
American and independ ant Positionne d on precision marketing Relative newcomer in Europe
From Northern Europe, expanding globally Positioned as a full stack alternativ e to Google
Filed for bankruptc y and purchased by Zeta in 2019 Expected to grow toward 1st party data
Adobe’s DSP Based on TubeMogu l, originally focused on Video
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Indepdna nt French DMP first approach
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TRADING DESK LANDSCAPE Agency TD
Independant TD
“Hybrid” TD
Affiperf, Havas
Tradelab
Weborama
Amnet, DAN
Gamned
Rhythmone
OMD Trading Desk
Audi 0n
Numberly
Publicis Media Trading Desk
Displayce
Quantcast
Cadreon, IPG PBU, GroupM Artefact
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EXPERT TOPICS
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PROGRAMMATIC MATURITY MATRIX Skills improvement
Data-driven strategies
Direct relationship with the market
Run a DSP from A to Z
PASSIVE
ACTIVE
MATURE
IN-HOUSE
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FOCUS ON MATURE ADVERTISERS ● THEIR KEY PRIORITIES
5%
● MORE ARE SIGNING DIRECT CONTRACTS WITH DSPs
● Gain in transparency
NO DIRECT
● Connect your tech stack more
CONTRACT
efficiently ● Leverage 1st party data more seamlessly
DIRECT CONTRACT Orange, Peugeot, Booking, Carrefour, Volkswagen, Citroen, Auchan, Air France, Se Loger, Amazon
Crédit Agricole, La Poste, Sofinco, Renault, Conforama, Ford, Gifi, SF
● Stronger audience strategies & ROI
Top 20 French advertisers Source : Journal du Net on 15/01/19
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FOCUS ON IN-HOUSE ADVERTISERS ● ONLY FOR A FEW ADVANCED
5%
THERE ARE 3 KEY PREREQUISITES
ADVERTISERS 1.ROI opportunity analysis
● 2 PRECURSORS OPERATE DSPs INTERNALLY :
2.Technical planning 3.Organisational / HR planning
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PRESENTATION OF SPEAKERS
CLAIRE MORLON
AURELIEN DESCHODT
Manager & Head of Media
Head of Digital Media Buying
Digital Communication Leader
SUTTER MILLS
AIR FRANCE
DECATHLON FRANCE
BENJAMIN COURDIER
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CONTACTS BENJAMIN COURDIER
CLAIRE MORLON
AURELIEN DESCHODT
Manager & Head of Media
Head of Digital Media Buying
Digital Communication Leader
bcourdier @suttermills.co m
clmorlon @airfrance.fr
aurelien.deschodt @decathlon.com
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THAN K YOU !
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