EMEA > Germany

21 September 2012 in ExchangeWire EMEA 0 Comments

ATS London Wrap-Up

SECTION I: PREMIUM & BRANDING IN THE PROGRAMMATIC ERA

KEYNOTE 1: Our first keynote speaker of the day was Neal Mohan, VP of Display Advertising Google, who gave us a presentation titled “Programmatic for the People”.
- Programmatic buying moving from performance to also include brand.
- You get what you measure.
- Let’s get that brand spend away from TV!

PANEL 1: “How are data & technology affecting change in advertising?”
This first panel was moderated by Erich Wasserman, Co-founder & GM, EMEA, MediaMath, with discussion between Curt Hecht, Chief Global Revenue Officer, Weather Channel; Anthony Rhind, Co-CEO, Havas Digital and Sean Cornwall, former MD, eHarmony.

Anthony Rind, Havas: “Know the value, not just the cost of data. What you’re doing with data is improving your accuracy, not providing a 100% hit rate. Clients won’t share their data unless they have absolute trust. Build attribution models based in comparing touchpoints of both converters & non converters, it proves display works.”

Curt Hecht, Weather Channel: “Mobile is the #1 thing I’m focused on. Mobile will make the Weather Channel global.”

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13 September 2012 in ExchangeWire EMEA 0 Comments

Dr. Martin Enderle, Deutsche Telekom, Discusses the Future of RTB for German Sales Houses

Can you give an overview of the Deutsche Telekom sales house proposition? How diversified is the business?

With InteractiveMedia being a 100% subsidiary of Deutsche Telekom, the leading sales house in Germany is part of DT group. InteractiveMedia exclusively represents the media assets and platforms of DT to the market. In addition, IM has a substantial 3rd party business as well, representing premium media brands like Kicker, Cosmopolitan and Bunte. IM is positioned as leading digital premium house in Germany, offering the full range of channels (from site representation and strategic co-operations, to audience and performance sales) across all digital devices (Online, Mobile, TV).

The German sales house is becoming pretty famous across the industry for its resilience to the evolving RTB space. How and why does the model continue to withstand new, disruptive forces?

German sales houses have a pretty strong position in the market as they don’t only represent big publishers, but also have a number of large owned and operated sites. German sales houses have historically been apprehensive with regard to sales through indirect channels because they want to maintain control and not allow a ‘back door’ to their quality inventory.

Maintaining rates and mitigating channel conflict are of paramount importance. The blind ad network model has so far also struggled to scale in Germany because of this inventory ownership and dominance. RTB is an opportunity to solve existing market inefficiencies and logistical issues and to increase monetisation of premium media – provided that it is not fully ‘controlled’ by technical pure plays with nontransparent marketplace models. IM will therefore enter this space with an SSP model, focusing on quality solutions for premium media.

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10 September 2012 in ExchangeWire EMEA 2 Comments

Thomas Brandhoff, MD, sociomantic, Discusses The Company's Technology Stack & International Expansion

 

 

Can you give us an overview on how sociomantic has built and grown its business to this point in the real-time ad market?

Like our customers, we’re a performance-driven company – ROI is the final word. In the last year and a half especially we’ve been pretty quiet when it comes to things like marketing. As a 100% self-financed company, it’s has been imperative for us to keep our focus where it matters most: on the product and services we are offering our clients. When you get those things right, the ‘marketing’, as it were, takes care of itself a bit as word starts to get around.

Since our founding in Berlin in 2009, we’ve scaled from our first RTB campaigns in our home market to running campaigns in more than 45 markets across six continents. We had twenty employees at the end of the last business year and will be approaching 100 by the end of this one. So far, we’ve been fortunate enough to achieve this scale based purely on organic growth. Every cent we earn is reinvested into building the most advanced RTB tech on the market and hiring the best team to build and deliver that solution to our customers. Simply put, our goal is to build the most outstanding team that has ever worked together in online marketing. This passion and focus has resulted in customer retention rates running at 95+% and the trust of many ‘open budget’ accounts on behalf of our partners, all managed in a profitable fashion for the past three years.

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17 August 2012 in ExchangeWire EMEA 0 Comments

German Gaming Study: Performance Advertising for Online and Mobile Gaming is Booming

Originally reported by Adzine

Sixteen and a half million Germans play online games, according to the Federal Association of Interactive Entertainment Software (BIU), so it’s no surprise the industry’s biggest trade fair, gamescom, is in Cologne this year. (It started on Wednesday and is continuing through the weekend.) After double-digit growth rates in recent years, rates continue to escalate for free online games, which have now become established, financially strong and hungry for new users. This growth as given rise to three new companies: NEODAU, Traffic Captain and HitFox.

The market is still highly dynamic, even if the initial social games euphoria has subsided somewhat. According to the Facebook, social games reach 235 million people every month. The number of Daily Active Users (DAU) has reached 167 million (Source: AppStats), of which 51 million are on the market leader Zynga, followed by King.com, with 10.6 million players. Wooga from Berlin is currently at 7.2 million DAU.

€ 2.50 Per Registered Player

The operators of browser- or client-games, such as Gameforge, InnoGames, Bigpoint, upjers, Travian or Frogster also managed an impressive sum for fresh players. The annual budgets for major publishers are moving in the millions, and following an upward trend. “In the free-to-play segment there have been extremely high growth rates over the past three to four years. At the same time the increase in prices for new users have now approximately doubled in Germany, Austria and Switzerland,” said Stefan Hinz, Managing Director of gaming network NEODAU. Where a new user was previously 80 cents, today it can cost up to €2.50 to lure a player in desirable markets like Germany.

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2 August 2012 in ExchangeWire EMEA 0 Comments

ATS London Announces World Class List Of Speakers And Agenda

It’s the biggest data-driven advertising event in Europe. It’s the event that even has its own acronym. ATS London is now in its third year, and the line-up of speakers and content is the best yet. Often copied – A LOT! – but never equalled, ATS London brings together the best in the global online ad industry to discuss the latest trends and developments in the space. And this year is no exception.

It is clear that our industry is moving beyond the mess of the LumaScape to a platform-centric world, and this certainly is one of the key areas being explored by ATS London this year. The full-day programme will be organised into three core themes: brand, application and big data. All of these are effectively shaping the data-driven ad space, and speakers and participants on the day will explore these issues in more depth.

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31 July 2012 in ExchangeWire EMEA 0 Comments

Chris LeMay Discusses The New Publicitas SSP Proposition And The Role VisualDNA Will Play In The Pan-European Publisher Strategy

Publicitas announced last month that it was looking to launch a premium exchange solution for pan-European publishers. Here Chris LeMay discusses VisualDNA‘s role in the new Publicitas project, and what the new SSP solution will mean for premium European publishers.

What can you share about the Publicitas sell side platform?

Publicitas is bringing to market an industry leading, pan-European, sell side platform to the benefit of Europe’s premium publishers. It incorporates features that will afford publishers much greater control and choice over how both their inventory and user data is monetised. Principally, it will enable premium media owners to increase yields, maximise ad revenues, benefit from new audience-based revenue streams and gain more control over how their premium and discretionary inventory is priced and purchased.

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13 July 2012 in ExchangeWire EMEA 1 Comment

The German Buy-Side View: Unique Digital's Dustin Deunert Gives The Agency Perspective On The Growth Of The Data-Driven Display Market

Dustin Deunert is the Real Time Bidding Manager at the uniquedigital agency in Hamburg. Here Deunert discusses the data-driven advertising eco-system in Germany, the realities of the market, the agency approach and the uniquedigital strategy around automated buying.

What were your thoughts on our recent examination of the German Saleshouse?

We agree that the German Sales Houses are in a stronger position than the UK sales houses. Display performance budgets are fast rising and German saleshouses are still able to earn good money with classic target-group-planning and branding campaigns. Yield optimised selling through ad exchanges is still small in comparison due of following facts:

1. The German saleshouses are still running in a test mode and are hesitantly offering transparent inventory because they are afraid of cannibalizing their high CPM campaigns.

2. Secondly ad exchange inventory is mainly still limited to the standard ad formats.

3. On the German market retargeting data is an appropriate data source and provides reasonable results but the market lacks additional qualitative external data at a reasonable rate.

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12 July 2012 in ExchangeWire EMEA 0 Comments

Dirk Freytag Discusses His Move To The Rubicon Project, The Sales House Approach And The State Of The German Data-Driven Ad Market

Dirk Freytag, a veteran of the German digital advertising space, announced this week he was joining Rubicon to help build out its proposition across German-speaking markets, including Germany, Austria and Switzerland. Here Freytag discusses why he is joining Rubicon, the pitch to German sales houses and the growth of the data-driven market in Germany.

Can you give some overview on your new role with Rubicon Project? What will you new role be focusing on?

DF- Broadly, the remit is to build the team and grow the business in Germany, Switzerland and Austria , both from the publisher and demand perspective.

Why have you chosen to work with Rubicon?

DF – For a number of reasons: It’s the best product in the market and one that it focused 100% in the interest of the publisher – Rubicon’s market dominance in both the UK and FR is testament to this. Additionally, the team supporting it in Europe is solid and experienced. Lastly, and perhaps most importantly, is that the timing is right in Germany. Publishers are increasing looking for increased operational efficiencies and maximising overall yield.

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12 July 2012 in ExchangeWire EMEA 0 Comments

EMEA Round-Up: Deutsche Post DHL Buys IntelliAd To Ramp Up Its Adtech Business; Rocket Fuel Launches Benelux Operations; PubMatic Further Strengthens its European Team; 'History of Tag Management' Infographic by TagMan

Deutsche Post DHL Buys IntelliAd To Ramp Up Its Adtech Business

Originally reported on TechCrunch

Some more consolidation in the adtech space: the German logistics, communications and postal giant Deutsche Post DHL has acquired IntelliAd, a German online marketing agency that specialises in optimising search ad buys, as part of a larger strategy to make a bigger push into online advertising and marketing.

Financial terms of the deal were not immediately disclosed; TechCrunch contacted both companies for more details. For now, Deutsche Post says that IntelliAd will become an independent subsidiary, and that all of its 50 employees, including founders Tobias Kiessling, Wolfhart Fröhlich and Mischa Rürup, will stay on post-acquisition.

While it may sound slightly out of left-field for a postal giant to be making online marketing acquisitions, this is actually right in Deutsche Post’s wheelhouse: In August 2010, it acquired ad targeting platform nugg.ad. In 2011 it bought Adcloud, an online performance marketing specialist.
Deutsche Post DHL is Germany’s largest mail company, as well as the world’s largest courier and logistics company. The move to alternative revenue streams in digital looks like it has been made to provide a fuller service for companies to manage digital distribution of their services in addition to physical distribution (and possibly to lay the groundwork for a time when digital will be a more important point for distribution than physical for some of them… something we can already see happening in basic mail services).

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9 July 2012 in ExchangeWire EMEA 3 Comments

European RTB Focus: Infectious Media Releases Its Spring European RTB Insight Report

Infectious Media today released its Insight Report looking into the Spring 2012 online advertising trends. It details how advertising prices through the RTB ad-exchanges are shifting across Europe, in addition to other trends impacting online advertisers. The report offers opinions on the causes of these movements and makes predictions of coming trends within the market.

This, the third quarterly report from Infectious Media, encompasses data collected between March and May to identify the European trends in CPM (cost-per-thousand), CPC (cost-per-click) and CTR (click-through-rate). It also draws on original data sources to provide an analysis of brand exposure time per impression, the effect of increasing ad impressions on CTR, and a league table of the leading inventory sources, by European region.

The next Trend Report will be out after summer – just in time for dmexco, ATS London and ATS Paris.

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