0900 omma rtb joanna o connell
TRANSCRIPT
© 2012 Forrester Research, Inc. Reproduction Prohibited1
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Ruminating on RTB at "the end of its sophomore year"Joanna O’Connell
Senior Analyst serving Interactive Marketing Professionals
@joannaoconnell
May 16, 2012
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RTB is here to stay. But it still has a long way to go.
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“We’re out of the new phase. We’re in the
testing phase. The ‘must buy’ phase is next.”
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Razorfish’s latest Digital Outlook Report illustrates this trend nicely
“We at Hill Holiday spent 25% of digital this
way last year.”
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So what is RTB anyway?
“I think that anything that can
be automated, will be.”
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Who needs to care about RTB?
Everyone
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“RTB is poised to bring the automation we need
to make addressability real vs. just this promising
future state. It's inevitable, but the speed at
which it will happen is driven by perceptions in
the market. If people dive into facts, we'll go
faster. People tend not to dive into the facts - the
headlines aren't as interesting.”
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Programmatic buying isn’t just for direct response
“I think that the distinctions between ‘brand’
and ‘direct response’ are starting to fade.
Consumers don’t care about brand vs. DR.”
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There’s great inventory AND crap inventory
“I need to be able to value impressions
accurately so I can pay the right price.”
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Publishers are: a) excited, b) reticent, c) terrified by RTB
“Publishers’ inside sales team are a dominant
sales channel. We need to prove it can be a
win-win for both buyers and sellers.”
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Holistic media management remains the holy grail
“I see a big trend toward pushing as much as
possible through a central platform to enable
real communication across channels.”
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We are getting there
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But we’re also seeing the rise of specialists outside of display
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“Consumer behavior has changed and
we’re behind the curve.”
© 2012 Forrester Research, Inc. Reproduction Prohibited16* Source: North American Technographics® Benchmark Survey, 2010 (US, Canada)
**Source: North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)
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The opportunity for RTB is to be that real time mechanism that powers real time communication
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So when is “graduation”? That’s the million dollar question.
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Joanna O’Connell
+1 212.857.0718
@joannaoconnell
www.forrester.com
Thank you!