EMEA > Mobile

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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In 2002, less than £200 million was spent on UK internet advertising – 10 years later, digital advertising spend crosses the £5 billion mark.

In 2012, digital advertising increased by 12.5% on 2011 to a record annual high of £5.42 billion – up by £607 million from £4.81 billion according to the latest Internet Advertising Bureau UK (IAB) digital adspend report, conducted by PwC.

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Gareth Davies is Co-Founder and CEO of Adbrain

We live in an increasingly multi-screen world. Cisco forecasts The Internet of Things to comprise 50 billion connected devices by 2020, that’s 6.5 devices per individual on the planet; pretty significant considering that only 35% of the global population is currently online. The major driver in this multi-device connected future is of course, mobility.

With mobile accounting for 15% of global internet traffic — forecasted to reach 25% by the end of 2013 — there’s no denying the far reaching implications for both advertisers and publishers as consumers shift their discovery, engagement and purchase behaviours to mobile devices. In effect, ubiquitous access and multi-device audience convergence makes the distinction of device and marketing channel irrelevant, providing of course that as an advertiser I understand my audience, can tailor my message, and deliver relevant, impactful and measurable brand messages, across screens at scale.

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With the RTB market expected to be worth $20 billion by 2015, new findings from Adform have revealed that CPM rates for RTB-traded inventory have doubled over the past 12 months.

The research highlights the boom in the display market with demand for RTB-traded inventory having overtaken supply for the first time in Q4 2012. The increased demand has led to competitive bidding from advertisers, calling publishers to provide more real-time traded inventory.

Advertising on tablets attracted the highest engagement with a click-through rate 65% higher than that of desktops with mobile close behind with a click-through rate 50% higher. Until now, mobile devices have only represented a fraction of the total impressions in the European real-time bidding market. Previously, advertisers have also had concerns over the performance of mobile and tablet ads with a staggeringly low 2.1% of the total spend on RTB advertising allocated to these devices.

Gustav Mellentin, CEO at Adform comments, “The RTB industry is booming, but European advertisers are still testing the waters. To keep up-to-date with on-the-go consumers, advertisers need to run display campaigns on all the screens that consumers are using and over the sites that they’re interested in. The fact that CPM rates have doubled over the past year shows that RTB-traded inventory is a ‘win win win’ for publishers, advertisers and consumers.”

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Amazon unveiled Monday what looks to be the first step in rolling out its mobile ad network, with the launch of an ad API for developers.

Opinion on this will be divided, no doubt. On the one hand, it brings to market a mobile ad solution that enables marketers to (presumably) better target their audience at scale. It seems the API is not just confined to Kindle devices, but certain Android devices too. For app owners, the major sell is, “We’re Amazon. We know more about your app users than you do. So run our ads, as it will yield greater performance and ultimately higher yields for you”. This could even go some way to cleaning up the reputation that the mobile app advertising ecosystem has earned, rightly or wrongly. More relevant targeting brings greater results, which ultimately attracts more established, premium advertisers. A win for all?

On the other hand, it is yet another API, within a walled (if not potentially large) garden. Another workflow, another buying point. Not a wholly unexpected move from one of the ‘Big 4’ but in an age where marketers are moving the majority of their spend into buying platforms, mobile needs to adopt some openess and consistency, versus what happens in desktop, if mobile is to stand a chance of capturing media spend in the regions it should be.

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It’s a fact of life that data on the continent doesn’t come in the same convenient packets that it does in the US and UK. The big data providers that we use every day in the UK, such as BlueKai and eXelate, have a lesser presence across the EMEA region.

It’s not that data doesn’t exist in the region, of course it does. However, the data in these markets is often held by different companies, kept in other forms, or may need to be added to offline information to make it truly valuable.

The bottom line is that everyone collects data, but not everyone utilises it effectively, or even realises that information collected as part of their primary business activity might have value.

This means that companies like Videology need to take a more creative approach to sourcing the consumer data required to help our advertising clients reach their target audiences.

Essentially, in order to extract value for agencies, advertisers and publishers, we have identified four key ways of maximising data in EMEA:

First, we work with a variety of companies that collect opt-in consumer data in different ways. It may be data gathered as a byproduct of their business’ core function, or gathering insights that don’t come from conventional cookie-style tracking, but these can be incredibly rich sources of data.

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QUISMA gives its view on the Middle East and North African Region after opening its Dubai office at the end of 2012, its first step out of the European region.

Not too long ago, the digital media landscape in the Middle East-North African (MENA) region comprised of a small pool of mainstream sites and portals. Now, marketers and brands in the region are opening their eyes to the kinds of performance solutions that Europe, and the US in particular, have enjoyed for a much longer period of time. In the last three years, performance marketing has become an established and well-understood concept in the mindset of advertisers and agencies alike, so now that QUISMA have launched a new office in Dubai, we can take a look at how the region is shaping up on the digital world stage.

Digital media investment in the UAE/MENA region has been consistently lower than for other media channels, such as TV, which attracted US$2bn last year. However, increasingly both local and international brands have included digital in their planning and the CMO Council of the Middle East project a 35% growth in the digital media sector between now and 2015. However promising this kind of growth figure is, there is still some way to go before confidence is all-encompassing, as this growth will only bring digital spend up to 10% of overall marketing budgets by 2015. That 10% is set to amount to an estimated US$580m spend on digital advertising.

This is an especially surprising response from MENA marketers, considering the time users spend online in the region. Bayt.com recently found that a third of MENA internet users spend more than five hours per day surfing the web.

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ExchangeWire is announcing the launch of its new mobile advertising event in 2013. Mobile Sessions is the first event ExchangeWire has created that is 100% focused on the mobile advertising industry. The half-day event will be hosted at the OXO2 on Monday, February 18.

Mobile Sessions will be a taster for our mobile track at ATS London in 2013 – and will discuss the big challenges and opportunities around mobile advertising investment. It will look to provide a framework that will help the industry adopt mobile as a scalable media channel.

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