This exclusive interview with Matt Harty, General Manager, Accuen APAC at Annalect (Omnicom Media Group), is brought to you by AdMonsters Southeast Asia. AdMonsters Southeast Asia brings commercial directors and operations leaders at the forefront of the field in the region together to lead the discussion on building the market and infrastructure for online advertising. Be part of AdMonsters Southeast Asia to learn how to leverage Video, Mobile, RTB, DSPs, SSPs, DMPs, and data providers to maximize your online advertising. At AdMonsters Southeast Asia realize the revenue potential of publisher data, and understand campaign, yield, and inventory management in an RTB world.
1. To begin with, can you give me a brief intro to Accuen and your key offerings?
Accuen is the specialist business unit within Omnicom Media Group that focuses on data-driven online campaigns and other programmatic buying that the group’s media agencies require for their clients.
2. Why is Accuen coming into the Asian Pacific (APAC) region now (as opposed to next year or even a year ago)?
Twelve months ago there were not enough available resources in terms of DSPs, technology, and inventory to work within the RTB marketplaces in APAC (Asia-Pacific). Accuen has been launched to position Omnicom Media Group at the forefront of RTB and programmatic buying in this region. As an online media buying ecosystem, Accuen future proofs clients towards better results.
3. There’s a lot of talk about Trading Desks, primarily revolving around RTB and Exchanges. Is low ad price the only benefit?
I am a big believer in the benefits of RTB for brand advertisers. RTB is a function and not a benefit. The benefits are improvements in buying efficiencies from an audience duplication and frequency standpoint, better control of the ad messaging over the targeted audiences, and improvements in the ability to target specific audiences. Even the way we view the environment for the ads needs to be reviewed in light of the new semantic page context filters available. The current market prices are just a very pleasant bonus.
4. Rubicon brought RTB to Asia, but then pulled out. Are you ahead of the curve? Where do you think the market is today in terms of RTB in APAC?
To make the magic of RTB work, it is necessary to have a high degree of market reach. In the days when Rubicon pulled out of the market there was insufficient reach to sustain campaigns. This problem was compounded with a lack of demand side tools and technologies at the time. Today, the market place is very different and the majority of APAC countries have RTB reach well within the desired levels.
5. What do you see as the implications to Publishers, Ad Networks, and Agencies in terms of RTB?
That’s a bit like looking into a crystal ball. I think RTB prices will rise rapidly. This will be good for publishers. The lower transaction fees/revenue shares (than ad networks) and the lack of a need for sales people to sell into RTB marketplaces also benefit the publishers. Ad Networks still have a key role to play as long as they roll-up unique traffic that is beyond what can be found in the open RTB markets. This will be a time of change but I don’t foresee the change to be that fast.
6. Can you list out 3 to 5 stumbling blocks you see bringing this to life over the next 6 months?
2. Why is Accuen coming into the Asian Pacific (APAC) region now (as opposed to next year or even a year ago)?
Twelve months ago there were not enough available resources in terms of DSPs, technology, and inventory to work within the RTB marketplaces in APAC (Asia-Pacific). Accuen has been launched to position Omnicom Media Group at the forefront of RTB and programmatic buying in this region. As an online media buying ecosystem, Accuen future proofs clients towards better results.
3. There’s a lot of talk about Trading Desks, primarily revolving around RTB and Exchanges. Is low ad price the only benefit?
I am a big believer in the benefits of RTB for brand advertisers. RTB is a function and not a benefit. The benefits are improvements in buying efficiencies from an audience duplication and frequency standpoint, better control of the ad messaging over the targeted audiences, and improvements in the ability to target specific audiences. Even the way we view the environment for the ads needs to be reviewed in light of the new semantic page context filters available. The current market prices are just a very pleasant bonus.
4. Rubicon brought RTB to Asia, but then pulled out. Are you ahead of the curve? Where do you think the market is today in terms of RTB in APAC?
To make the magic of RTB work, it is necessary to have a high degree of market reach. In the days when Rubicon pulled out of the market there was insufficient reach to sustain campaigns. This problem was compounded with a lack of demand side tools and technologies at the time. Today, the market place is very different and the majority of APAC countries have RTB reach well within the desired levels.
5. What do you see as the implications to Publishers, Ad Networks, and Agencies in terms of RTB?
That’s a bit like looking into a crystal ball. I think RTB prices will rise rapidly. This will be good for publishers. The lower transaction fees/revenue shares (than ad networks) and the lack of a need for sales people to sell into RTB marketplaces also benefit the publishers. Ad Networks still have a key role to play as long as they roll-up unique traffic that is beyond what can be found in the open RTB markets. This will be a time of change but I don’t foresee the change to be that fast.
6. Can you list out 3 to 5 stumbling blocks you see bringing this to life over the next 6 months?
- Misinformation – most of what I hear from publishers (particularly) about RTB is wrong. Materials with the correct information are not as easy to access as materials about older online marketing topics.
- Complexity – RTB is not rocket science, but it is different and more technical than traditional online media. People will have to learn these new skills.
- Third Party Data – there is a distinct lack of available 3rd party data in the market, and it may take some time to improve.
- Americanized Tools – most of the available tools for RTB transactions are from the US. Many are untested for our fragmented and culturally diverse markets in APAC. More local tools and localization may be required in some of these tools and features.
7. What’s your ‘one-line’ advice for anyone looking into setting up a Trading Desk in APAC? (and it can’t include your contact details)
Draw from your knowledge of search and display campaigns, look to process and the campaign’s key deliverables. Respect the privacy of the consumer. Lastly, think ahead in line with the project’s long term goals and don’t get blinded by short-term ROI gains.
Draw from your knowledge of search and display campaigns, look to process and the campaign’s key deliverables. Respect the privacy of the consumer. Lastly, think ahead in line with the project’s long term goals and don’t get blinded by short-term ROI gains.
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AdMonsters Southeast Asia brings commercial directors and operations leaders at the forefront of the field in the region together to lead the discussion on building the market and infrastructure for online advertising. Be part of AdMonsters Southeast Asia to learn how to leverage Video, Mobile, RTB, DSPs, SSPs, DMPs, and data providers to maximize your online advertising. At AdMonsters Southeast Asia realize the revenue potential of publisher data, and understand campaign, yield, and inventory management in an RTB world.
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