1

2

Why Can’t We Be Friends?

Programmatic Trading in a TV World

3

Tús Maith Leath

na hOibre

4

WTF is Programmatic Advertising?

5

6

7

Homonym (noun)

A word having the same pronunciation as another, but differing from it in origin, meaning, and often in spelling

Synonym (noun)A word or phrase that means exactly or nearly the same as another word or phrase in the same language

Antonym (noun)A word opposite in meaning to another (e.g. bad and good ).

8

9

7.1Billion

Population of world

45%Internet penetration worldwide

3.2BillionNumber of worldwide internet subscriptions

Source: ITU

1.1 billion Websites

10

30 Billion

Ad Impressions

Per Month

11

2nd Highest VOD

in Europe

12

13

Display Ad ecosystem

14

Obligitory Long Tail Slide

15

Machine Learning

16

17

18

19

20

TV

LAND

21

22

23

24

US TV Ad Ecosystem

Network Broadcaster

MVPD

MSO

DMA

DMA

DMADMA

DMADMA

25

210 DMAs

26

Global Adspend by Medium

Source: ZenithOptimedia

27

28

29

30

31

32

33

34

35

TV DIGITAL

36

TV DIGITAL+

37

What the Vendors Say…

Addressable TVLinear TV

Time

38

Evolution

39

20132012201120102009200820072004 2014 2015 2016

Evolution of

RTÉ.ie and

RTÉ Player

Mobileservicelaunched

Livewebcasting begins

RTÉ NewsNowlaunched

RTÉ Player launches on PS3

RTÉ News Now, GAA and radio apps launched

RTÉ.ie home page and news redesigned

RTÉ Player launched

New Life&Style Hub on RTÉ.ie

RTÉ ID launched

RTÉjr app launched

RTÉ Player android app launched on xbox

RTÉ News Now app redesigned

GAAGO launched

RTÉ Radio Player launched

RTÉ Player launched on iOS

New RTÉ Archives site

Evolution of RTÉ.ie andRTÉ Player

40

Fluid Content

Connected TV?

OTT?

VoD?

TV?

Radio?

DAI?

41

Who are the Audience

People Power

42

What It Is in Reality…

Programmatic TV

Linear TV

Time

Digital Pureplay

TV

Cable VOD

VOD

AddressableLinear TV

43

????

44

45

46

Legacy

Systems?

Legacy?

47

Legacy

48

Addressable TV

49

Addressable TV?

50

51

5average number of Potential Portable Online Devices in the home.

Source: google 2015

52

12,000 Different devices with Android

53

54

Is this is the

end?

55

We Need to Better Understand Our Audience

56

TV Everywhere

57

Curly Fry Cunundrum

58

Data Analysis is a

ChallengeMost Companies Find it Difficult

Source:eConsultancy

As Hard to Find Insight

59

Big Data at Work

60

Biggest Challenge Facing Us All…

61

TV ‘On the Go’

62

Which of the following companies

do you consider

“serious players” in programmatic

TV?

64

30 30 27 27

Tubemogul Videology Yume DFP Rocketfuel

Source: Wideorbit

63

Top 3 Consumer Concerns while watching Online Video

Top 3 concerns

to consumers

when watching

online video

Source: Accenture 2015 Digital Consumer Survey

0

13

25

38

50

Advertising interuptions duringthe programmes

Initial time required forbuffering

Video or sound stops playing oris distorted

64

65

66

31.2% 6.3%

9.5%

Adults 15-24: Cumulative Reach

Source:RTÉ/GfK

Compete or Complement?Complement?

+

67

Recruit

Retain

Reduce

68

The Future?

Prop Software

69

1

70

2

71

3Data is the new Black

72

#OMFCNATMT

73

BattleConvergence

74

Go mBeimíd Beo

ag an am seo arís

@IamConor Mullen

www.linkedin.com/in/conormullen