FLYING HIGH WITH PROGRAMMATIC TODAY 1. STATE OF THE NATION - - - PowerPoint PPT Presentation

FLYING HIGH WITH PROGRAMMATIC

TODAY

• 1. STATE OF THE NATION - PROGRAMMATIC
• 2. THE KPEX OPPORTUNITY FOR ADVERTISERS
• 3. THE FUTURE (OR WHAT WE KNOW OF IT TODAY)

Data Source: Zenith

HOWEVER, ALSO UNRESTRAINED GROWTH MARKET CHALLENGES

• Brand safety issues
• AdTech concerns reducing investment & development speeds
• Marketing ‘gurus’ ongoing misrepresentation of the digital
• pportunity

IT’S BEEN A MIXED LAST 6 MONTHS FOR THE DIGITAL & PROGRAMMATIC WORLD

TECHNOLOGY ENGAGEMENT V ENVIRONMENT AUTOMATION AUDIENCE DATA TARGETING

THE OPPORTUNITY! 3 THEMES HAVE COME TOGETHER

PROGRAMMATIC TURNS THIS … INTO THIS …

DATA FROM SITE USAGE, CUSTOMER DATA, SOCIAL LOG-INS, SEARCH HISTORY, WEBSITES VISITED, DATA HOUSES & MANY MORE!

… OR THIS

“A SCALEABLE AUDIENCE OF ONE” MORE TARGETED AND RELEVANT COMMUNICATIONS

PROGRAMMATIC IS NOT JUST DIRECT RESPONSE IT’S AN EFFICIENT METHOD OF BUYING THROUGOUT MEDIA MIX

BROADCAST PERSONALISED BRAND DIRECT RESPONSE

TODAY

• 1. STATE OF THE NATION - PROGRAMMATIC
• 2. THE KPEX OPPORTUNITY FOR ADVERTISERS
• 3. THE FUTURE (OR WHAT WE KNOW OF IT TODAY)

A QUICK UPDATE ON WHO’S IN KPEX TODAY

FOUNDING PARTNERS:

• TVNZ
• MEDIAWORKS
• NZME
• FAIRFAX

INVENTORY PARTNERS:

• ALLIED PRESS (ODT)
• SUN MEDIA (TAURANGA)
• TANGIBLE MEDIA
• HOMES.CO.NZ
• CHOICE TV
• TRENDS PUBLISHING

/ Reaching 81% of the NZ adult population each month / Connected to 9 million devices delivering:

• 11 million demographic data points
• 6.1 million location data points
• 6.5 million interest data points

• Increased Partner Commitment: 12 months ago we

averaged around 200 million impressions per month and this now sits well above 800 million - reaching 81% of the population

• Market share: We now estimate the KPEX share of NZ

programmatic display spend has grown to in excess of 30%

• Product Development: We have now launched new

target audience, native and self service products whilst restructuring our video proposition and addressing brand safety concerns.

HERE IN NZ, KPEX HAS CONTINUED TO GROW DRAMATICALLY

What this means for you in 2017: 1.Scale 2.Safety 3.Relevance 4.Innovation

November 2015

THE KPEX ROADMAP HAS ACCELERATED OVER RECENT MONTHS

November 2017 June 2016 January 2017

NATIVE PRODUCT DEVELOPMENT NATIVE LAUNCH DATA PRODUCT DEVELOPMENT AUDIENCE LAUNCH DATA AUDIENCES PHASE 1 BRAND SAFETY DEVELOPMENT SELF SERVICE DEVELOPMENT SELF SERVE LAUNCH LAUNCH & SCALE INVENTORY PARTNERS LAUNCH IMPACT & VIEWABILITY PACKAGES KPEX 2.0 SCALE VIDEO

/ Become the largest and highest quality private data exchange in New Zealand / By combining our extensive audience reach with the power

• f Lotame’s DMP technology,

KPEX is able to segment users into a range of target audience PMPs to deliver results for advertisers

DATA AUDIENCE TARGETING IS ‘TABLE STAKES’ FOR PROGRAMMATIC & DIGITAL

DATA PRODUCT DEVELOPMENT AUDIENCE LAUNCH DATA AUDIENCES PHASE 1

AUDIENCE BUILDS / FOCUS ON CORE AUDIENCES BASED ON MARKET DEMAND & SCALE

DEMOGRAPHIC

AGE GENDER AGE & GENDER

GEO

7 REGIONS

• 1. AUCKLAND
• 2. CANTERBURY
• 3. WAIKATO
• 4. BOP
• 5. WELLINGTON
• 6. RURAL
• 7. AUSTRALIA

INTEREST CUSTOM

AS REQUIRED BASED ON ADVERTISER REQUIREMENT AUTOMOTIVE BUSINESS
 FARMING ENTERTAINMENT FINANCE LIFESTYLE HOME IMP SPORT TECHNOLOGY TRAVEL
 REAL ESTATE

/ 27 standard audience segments built from the ground up – applicable to Desktop and Mobile, Display and Video activity running on KPEX inventory. / Audiences can be combined to deliver pinpoint targeting based on your campaign objectives and requirements.

DATA PRODUCT DEVELOPMENT AUDIENCE LAUNCH DATA AUDIENCES PHASE 1

“270 YEARS OF VIDEO” CONTENT EVERY QUARTER IN KPEX

• In excess of 80 million video impressions available

within KPEX each quarter

• NZ’s premier video environments
• Market leading completion rates and viewability

performance

• Advanced audience and environmental targeting
• ptions
• Highly cost effective when compared to market

average costs & completion rates

LAYERED TO HELP ACHIEVE YOUR OBJECTIVES

LAUNCH & SCALE INVENTORY PARTNERS SCALE VIDEO

KPEX NATIVE: DELIVERING ON 6 MONTHS OF DEVELOPMENT

• KPEX is providing the opportunity for advertisers to access native inventory at scale and within

premium environments with minimum additional creative or technology requirements

Global Context NZ Context KPEX Ambition

• Native ads will drive 74% of

all US display ad revenue by 2021 (Business Insider)

• Multiple formats and suppliers

are currently operating within NZ, creating challenges for advertisers and publishers.

• Create a market standard native

product at scale across our publishers NATIVE PRODUCT DEVELOPMENT NATIVE LAUNCH

WE LIVE IN CHALLENGING TIMES

BRAND SAFETY DEVELOPMENT

BRAND SAFETY: WE LIVE IN CHALLENGING TIMES! 2 LAYERS OF BRAND SAFETY

ENVIRONMENT CONTENT

• KPEX has very brand safe environments but content clashing has been an issue in the past. We

are now testing unmasking our URL for the next 3 months.

BRAND SAFETY DEVELOPMENT

ENSURING YOU CAN USE KPEX THROUGHOUT THE PURCHASE FUNNEL - FROM BRAND TO DR

HIGH VIEWABILITY PACKAGES HALF PAGES BILLBOARDS

• All now live and available within KPEX

LAUNCH IMPACT & VIEWABILITY PACKAGES

KPEX SELF SERVICE

MARKET REQUIREMENT KPEX PRODUCT DEVELOPMENT STATUS 99% of all businesses in NZ are SMEs. Most small advertisers don't have the technology to trade within KPEX KPEX Self Service Platform Product development complete and live testing underway

SELF SERVICE DEVELOPMENT SELF SERVE LAUNCH

KPEX SUMMARY: SCALE, SAFETY, RELEVANCE & INNOVATION WITH KPEX

• Reach 81% of

the population

• Relevancy through KPEX

audience packages

• Impact and innovation

through video, native and display

TODAY

• 1. STATE OF THE NATION - PROGRAMMATIC
• 2. THE KPEX OPPORTUNITY FOR ADVERTISERS
• 3. THE FUTURE (OR WHAT WE KNOW OF IT TODAY)

PROGRAMMATIC IS PRIMARILY ONLINE DISPLAY TODAY …

… BUT IT DEFINITELY WON’T BE TOMORROW

THANKS, ANY QUESTIONS …