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INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an Ecosystem in the Balance
This document discusses balancing the video advertising ecosystem between buyers and sellers. It summarizes findings from interviews with over 100 industry experts from five markets on factors influencing adoption of programmatic video. Six key areas are identified that need to be addressed for balance: currencies and measurement, creative innovation, publisher-led data products, holistic sell-side platforms, education and training, and collaborative relationships. The full report can be downloaded from Ooyala's website.
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INT2016 - Rags Gupta (Ooyala) - The Swinging Pendulum: Buyers, Sellers and an Ecosystem in the Balance
- 1. THE SWINGING PENDULUM: BUYERS,SELLERS AND AN ECOSYSTEM IN THE BALANCE RAGS GUPTA - GENERAL MANAGER EMEA, OOYALA ED CORN - ASSOCIATE DIRECTOR, MTM 11 May, 2016
- 2. 2 Global Scale, LocalExpertise Ooyala is an independent subsidiary of Telstra, one of the world’s largest telecommunications and IT services companies. With a presence in dozens of major cities around the world, Ooyala helps customers win at a global and local level. 500+ CUSTOMERS WORLDWIDE 220M UNIQUE MONTHLY VIEWERS SERVING OVER 1.5B VIDEO ADS PER MONTH Silicon Valley (HQ) • New York • Dallas • Guadalajara • Stockholm • London • Paris • Madrid • Cologne • Singapore • Tokyo • Sydney
- 3. 4 Ooyala Ad Tech Optimizevideo advertising revenue across all platforms with a holistic ad-decisioning approach Premium sell-side video ad serving, programmatic trading platform, and anti- ad blocking technology for broadcasters and publishers UNLOCK Increase eCPMs Unlock inventoryMaximize revenues
- 4. 3 World-Class Clientele The world’sbest broadcasters, media companies and brands trust Ooyala to help them deliver personalized video and advertising experiences as efficiently and profitably as possible.
- 5. 5 The World ofVideo Advertising is Complex and Uncertain
- 6. 6 Help is AtHand
- 7. 7 Challenges to Buildingan Ad Business Fragmentation Many Models Ad Policies Advertiser Mix User Experience Real-time Decisions
- 8.
- 9. TOWARDS A NEWBALANCE IN PROGRAMMATIC VIDEO
- 10. 10 Over 100 IndustryExperts from Five Markets
- 11.
- 12. 12 Top 10 FactorsInfluencing Adoption of Programmatic Video Optimisation and measurement Technical difficulties with programmatic Control of price, volume and access Data-driven audience targeting Convergence of TV and video ad markets Concentration of inventory Accountability and transparency Data, privacy and regulation Emergence of non-broadcast publishers Shortage of sell-side talent and skills 0 2 4 6 8 10 6.6 6.8 7 7 7.2 7.2 7.3 7.4 7.5 8.1
- 13. 13 6 Key Areasthat Need to be Addressed for Balance
- 14. 14 Currencies and Measurement •Develop New Metrics & Approaches • Optimise, Measure, Evaluate Campaigns • Handle Growth & Change
- 15. 14 Currencies and Measurement •Develop New Metrics & Approaches • Optimise, Measure, Evaluate Campaigns • Handle Growth & Change TV has a trusted source for measurement. There’s a reason why clients spend so much on TV and it gets a return – as a TV buyer you know what you’re getting if you buy a particular show. We don’t have the currencies and metrics to know this across online video UK, buy-side
- 16. 15 Creative Innovation • BringFresh Approaches • Build Closer Integrations • Develop Audience Trust
- 17. 15 Creative Innovation • BringFresh Approaches • Build Closer Integrations • Develop Audience Trust There is so much clutter on screens now, and so much ad- blocking as a result: the consumer is asking for a seamless, positive, useful experience, and brands just aren’t getting the message. That’s why we are pushing a move to quality, and we are investing more with quality publishers USA, buy-side
- 18. 16 Publisher-Led Data Products •Satisfy Appetite for Data • Marry Premium Inventory & Audience Data • Improve Data Strategies
- 19. 16 Publisher-Led Data Products •Satisfy Appetite for Data • Marry Premium Inventory & Audience Data • Improve Data Strategies I see it as a huge opportunity on the publisher side not to just sell me quality inventory but to sell me quality people. Publishers can provide me with data that’s refreshed daily that I can’t get anywhere else USA, buy-side
- 20. 17 Holistic Sell-Side Platforms •Build Advanced Programmatic Systems • Support Monetisation Sources • Obtain Platform Control & Flexibility
- 21. 17 Holistic Sell-Side Platforms •Build Advanced Programmatic Systems • Support Monetisation Sources • Obtain Platform Control & Flexibility We shouldn’t have to care on our side how the buy-side wants to buy. We negotiate price and volume, and then whether it comes through automated sales straight into the ad server, or through the SSP, or through PMP – they should co-exist. There are big benefits for broadcasters in programmatic, if you have the control and flexibility to maintain premium value Sweden, buy-side
- 22. 18 Education and Training •Build Talent & Skills • Leverage Consultative Support • Bring Best Practices
- 23. 18 Education and Training •Build Talent & Skills • Leverage Consultative Support • Bring Best Practices The fact is that finding people who are able to understand all the supply-side programmatic technology and make it live is not easy. There are lots of middlemen offering to solve the problems, but it’s hard to know who to trust and also to get the right people in-house France, sell-side
- 24. 19 Collaborative Relationships • BuildFoundation • Improve Communication • Forge Deeper Relationships
- 25. 19 Collaborative Relationships • BuildFoundation • Improve Communication • Forge Deeper Relationships Agencies are now realising that you can’t do it on your own. You need an involved client, an involved and bought-in creative team, tight working relationships with publishers. And you need a much more transparent and open process in terms of planning and execution as well as buying UK, buy-side
- 26. 20 A Future inBalance
- 27.
- 28. 22 Download the Report Headto ooyala.com to get your own copy of the report TOWARDS A NEW BALANCE IN PROGRAMMATIC VIDEO WHITE PAPER MAY 2016 Sponsored by:
- 29.