EMEA > Germany

PubMatic are speaking at tomorrow’s AdTrader Conference in Berlin, April 18.

Can you give an overview of the PubMatic proposition in the German market?

We provide premium publishers in Germany with a real-time media-selling platform for managing revenue across every sales channel and every platform, including mobile, desktop and tablet. PubMatic provides a flexible set of capabilities that allow publishers in Germany to customise their ad technology. These capabilities include: superior Private Marketplace tools for managing premium inventory and brand control with transparency; appending first- and/or third-party audience data to media, increasing the value of impressions and improving the user experience; real-time dynamic reporting across direct and indirect inventory to enable publishers to see which channel will deliver the highest value per impression and enable complete control over how their inventory is sold.

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The Adtrader Conference is now in its third year. After two successful events in Hamburg in 2011 and 2012 we are taking the show for the first time to Berlin.

Technology is changing the digital advertising market in Germany, Europe’s largest display market. Buyers and sellers of digital advertising are moving towards automation, and are increasingly looking at programmatic strategies to buy and sell campaigns. This not only changes the processes of marketing services, but also affects the make-up of digital advertising products.

The majority of German premium marketers in 2013 are actively making programmatic part of their business strategy; and partners and third-party buyers are investing heavily in tools and strategies to deliver data-driven buying solutions.

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While programmatic digital media buying has been established in the US for some time now, Western Europe and Japan made the headlines in 2012. With US exchanges and DSPs going global in parallel with the big ad groups, market development has been phenomenal. However, the challenges and opportunities that each of these markets presents are different. There is evidence to suggest that a lot of leap-frogging will also take place, where some of the markets outside the US will evolve their own business models and some services might be faster to reach maturation.

The British, French, German and Dutch marketplaces offer interesting contrasts. The UK has been one of the easiest and fastest growing programmatic markets outside the US, with 12% of total online ad sales coming from RTB in 2012. A large part of this growth is coming from RTB eating into the ad network share. The challenge for the UK going forward will be getting more volume, and diversifying into more channels, such as video and mobile.

The French and German markets have both been conservative; however, the challenges for programmatic buying have been different in both countries. In France, RTB has had to break into the stiff performance advertising segment and contend with search, affiliate and other performance display. The initial lethargy of publishers has been replaced with a strong desire to develop smaller exchanges and private marketplaces. It’s a bit of having your cake and eating it too: publishers don’t want to cede ground on the RTB space and have decided to start setting the pace. Don’t be surprised if direct RTB spend goes up in France over the rest of 2013.

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The German market for digital advertising is currently being shaped by two main developments: the demand for automated media purchasing, as well as efficient campaign control via real-time bidding and targeting. Both are clearly impacting the price level. The prices in 2012 were on average 42% higher than the average price over the past three years. In addition to RTB and targeting, the persistent high demand for large-area special ad formats and video advertising influence this development. This is confirmed by the results in the current adscale Analyzer 1/2013, a study focused on price development in the German online advertising market.

The study, entitled ‘A Regional Focus on Online Advertising’, additionally shows that on average higher CPMs are paid in southern and western Germany than in northern and eastern Germany. The highest average CPMs are found in North Rhine-Westphalia, where the average price for 1,000 advertising contacts is 22% above the national average. Baden-Württemberg and Bavaria follow in second and third place with figures seven and five percent above the average CPM.

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Ad Trader Conference is back on April 18. This year we will bringing the most senior ad execs in Germany to Berlin. Now in its third year, Ad Trader Conference is the most influential event for the German data-driven advertising market. This year the theme will focus on programmatic reserved/ guaranteed – and programmatic buying strategies for German brands.

The German market is not following trends in other European markets, and instead is looking at a different approach to programmatic ad trading. We have already seen in the partnership between agencies and big German Sales Houses, particularly around the 4q initiative.

The Sales Houses are not taking to impression-level buying – but are looking at programmatic guaranteed/premium as the preferred automated option. Whether that is executed through the various methodologies recently discussed in the recent ExchangeWire series on the subject will no doubt be discussed in detail at the Ad Trader Conference on April 18.

Ad Trader Conference will again provide the forum for debate for the smartest and most influential people in the market. Early bird tickets are now available on the Ad Trader conference site. Details on format and speakers for Ad Trader Conference 2013 will follow in the coming weeks.

Stephan Noller is CEO & Founder of nugg.ad AG

At this year’s I-COM conference in Rome I had an interesting discussion with the media manager of a large FMCG company known for booking premium inventory via DSPs for a number of years. We talked about his specific goals, and he said that they had nothing to do with clicks and CTR, as his products are sold exclusively in supermarkets and not online.

Responding to my question about how he managed his DSP campaigns – as, to my knowledge, DSPs up to now have only used clicks as statistical variables – he replied, “we check to see whether we actually reach our marketing targets using market research… after the campaigns in most cases”. I then asked him whether he might not prefer working with a solution that could make his targets visible directly in the booking, modulation and optimisation of the campaign instead of waiting several weeks for market research results. His reply: “Yes, of course, but as far as I know such a DSP is not available on the market, right?” Right!

In 2012 the internet replaced television as the medium with the highest spend on advertising in Germany, as well as in the UK. This trend seems to be continually accelerating. The print crisis, which in Germany has had far-reaching consequences, like the recent loss of the Financial Times, is contributing to this, as is the unbeatable success of the internet among the younger target groups.

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Programmatic advertising has brought a wealth of new innovation. It has completely re-invigorated the display market, enabled search marketers to easily extend skills and services into a new channel and created a RTB market that has grown from USD $0 to $2 billion in just the last three years.

The International Data Corporation (IDC) has been tracking this topic closely, and its Real-Time Bidding in the United States and Worldwide, 2011-2016, is well worth a read (you can find it on the report sponsor PubMatic’s website). RTB is possibly the fastest-growing digital ad segment in history, and the report predicts it will grow to $13.9 billion spend worldwide by 2016, but how does this break down into EMEA? Are some markets more ready than others? How do we assess the geographical variations? In an attempt to answer some of these questions, let’s take a look at a few examples.

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QUISMA, a GroupM company and a leading performance marketing specialist across Europe, launched in the UK earlier this year. It was a move designed to ensure GroupM kept pace with other competitors such as Publicis, who have Performics in the group acting as the performance marketing specialist.

At the time of the launch, confusion reigned around how an agency with proprietary technology would coexist in a larger agency entity. There was also a degree of uncertainty of how QUISMA would effectively be able to position itself in a holding group that has in the past struggled with clear clarification of how its various components operate alongside each other. Nine months since the launch, ExchangeWire caught up with Ronald Paul, CEO of Quisma to discuss how the integration has been managed and whether they have been required to pivot their model.

What was behind GroupM’s motivation to acquire QUISMA?

QUISMA was founded in 2001 in Germany and very quickly became one of the biggest agencies for search engine marketing in the country.

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