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)
IT’S BEEN A MIXED LAST 6 MONTHS FOR THE DIGITAL & PROGRAMMATIC WORLD MARKET CHALLENGES HOWEVER, ALSO UNRESTRAINED GROWTH Brand safety issues • AdTech concerns reducing investment & development speeds • Marketing ‘gurus’ ongoing misrepresentation of the digital • opportunity Data Source: Zenith
THE OPPORTUNITY! 3 THEMES HAVE COME TOGETHER ENGAGEMENT V TECHNOLOGY DATA ENVIRONMENT AUDIENCE TARGETING AUTOMATION
“A SCALEABLE AUDIENCE OF ONE” MORE TARGETED AND RELEVANT COMMUNICATIONS PROGRAMMATIC TURNS THIS … INTO THIS … … OR THIS DATA FROM SITE USAGE, CUSTOMER DATA, SOCIAL LOG-INS, SEARCH HISTORY, WEBSITES VISITED, DATA HOUSES & MANY MORE!
PROGRAMMATIC IS NOT JUST DIRECT RESPONSE IT’S AN EFFICIENT METHOD OF BUYING THROUGOUT MEDIA MIX BRAND BROADCAST PERSONALISED 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 • / Reaching 81% of the NZ adult population FAIRFAX • each month / Connected to 9 million devices delivering: INVENTORY PARTNERS: • 11 million demographic data points ALLIED PRESS (ODT) • • 6.1 million location data points SUN MEDIA (TAURANGA) • • 6.5 million interest data points TANGIBLE MEDIA • HOMES.CO.NZ • CHOICE TV • TRENDS PUBLISHING •
HERE IN NZ, KPEX HAS CONTINUED TO GROW DRAMATICALLY 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% What this means for you in 2017: Product Development: We have now launched new • target audience, native and self service products whilst 1. Scale restructuring our video proposition and addressing brand 2. Safety safety concerns. 3. Relevance 4. Innovation
THE KPEX ROADMAP HAS ACCELERATED OVER RECENT MONTHS November June January November 2015 2016 2017 2017 LAUNCH & SCALE INVENTORY PARTNERS KPEX 2.0 SCALE VIDEO DATA AUDIENCES PHASE 1 DATA PRODUCT DEVELOPMENT AUDIENCE LAUNCH NATIVE PRODUCT DEVELOPMENT NATIVE LAUNCH BRAND SAFETY DEVELOPMENT LAUNCH IMPACT & VIEWABILITY PACKAGES SELF SERVICE DEVELOPMENT SELF SERVE LAUNCH
DATA AUDIENCES PHASE 1 DATA PRODUCT DEVELOPMENT AUDIENCE LAUNCH DATA AUDIENCE TARGETING IS ‘TABLE STAKES’ FOR PROGRAMMATIC & DIGITAL / Become the largest and highest quality private data exchange in New Zealand / By combining our extensive audience reach with the power of Lotame’s DMP technology, KPEX is able to segment users into a range of target audience PMPs to deliver results for advertisers
DATA AUDIENCES PHASE 1 DATA PRODUCT DEVELOPMENT AUDIENCE LAUNCH AUDIENCE BUILDS / FOCUS ON CORE AUDIENCES BASED ON MARKET DEMAND & SCALE / 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. DEMOGRAPHIC GEO INTEREST CUSTOM AGE 7 REGIONS AS REQUIRED AUTOMOTIVE BASED ON BUSINESS GENDER 1. AUCKLAND ADVERTISER FARMING 2. CANTERBURY REQUIREMENT ENTERTAINMENT AGE & GENDER 3. WAIKATO FINANCE 4. BOP LIFESTYLE 5. WELLINGTON HOME IMP 6. RURAL SPORT 7. AUSTRALIA TECHNOLOGY TRAVEL REAL ESTATE
LAUNCH & SCALE INVENTORY PARTNERS SCALE VIDEO “270 YEARS OF VIDEO” CONTENT LAYERED TO HELP ACHIEVE YOUR OBJECTIVES 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 options • Highly cost effective when compared to market average costs & completion rates
NATIVE PRODUCT DEVELOPMENT NATIVE LAUNCH 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 • Multiple formats and suppliers • Create a market standard native all US display ad revenue by are currently operating within product at scale across our 2021 (Business Insider) NZ, creating challenges for publishers advertisers and publishers.
BRAND SAFETY DEVELOPMENT 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.
LAUNCH IMPACT & VIEWABILITY PACKAGES ENSURING YOU CAN USE KPEX THROUGHOUT THE PURCHASE FUNNEL - FROM BRAND TO DR HALF PAGES BILLBOARDS HIGH VIEWABILITY PACKAGES • All now live and available within KPEX
SELF SERVICE DEVELOPMENT SELF SERVE LAUNCH KPEX SELF SERVICE MARKET KPEX PRODUCT STATUS REQUIREMENT DEVELOPMENT 99% of all businesses KPEX Self Service Product development in NZ are SMEs. Platform complete and live testing underway Most small advertisers don't have the technology to trade within KPEX
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 …
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