Programmatic Buyingは、マルチスクリーンの時代へ -中国起業YOYI主催のカンファレンスより-
The 1st China Advertising Technology Conference, which was organized by Yoyi Digital and iResearch, kicked off today at Grand Millennium Beijing. As one of the most important digital events this year, it has drawn the attention of the digital advertising industry. The conference has attracted around one thousand participants from advertisers, advertising agencies, and internet companies. Industry leaders such as Robbie Hills, Google’s Asia-Pacific director of display advertising, Greg Williams, co-founder of Mediamath, and Roy Zhou, CEO of Yoyi Digital, have delivered insightful keynote speeches regarding sharing technical evolution and the development trends for digital advertising in China and the world. Industry elites from Baidu, Alibaba, and Tencent; senior management from 4A agencies; and advertising representatives from Intel, Haier, and COFCO plan to have intense discussions on key topics around “programmatic buying, audience marketing and big data”, so as to make an incisive forecast on the development trend of the digital advertising technology.
The agenda of the conference focuses on how to make the most out of big data by using recently developed technology in advertising, and “programmatic buying” which has become a marketing buzzword. The programmatic buying trend has been a key topic during the conference due to the increasing need for multi-screen advertising resources. With the rapid growth of mobile and internet devices, multi-screen programmatic buying based on big data and driven by technology will enable advertisers to tap into unprecedented marketing opportunities. There is little doubt that programmatic buying is likely to dominate the digital advertising market in the future.
As a leader of China’s multi-screen programmatic buying, Yoyi Digital, the co-host of the conference, has drawn the attention of industry peers once more. Following March 2012 when it launched the first DSP in China that supports RTB-based buying, Yoyi Digital made special efforts in launching the DSP 2.0 platform which integrates SEM, RTB-based DSP and Ad Network in a single-interface system. It is reported that Yoyi’s DSP 2.0 integrated marketing platform, supported by a large amount of precise data, advanced intelligent technology and linked multi-screen media resources, can conduct real-time optimization via whole-process monitoring while assisting customers in achieving dynamic budget allocation and effective integration of multi-dimensional big data to deliver the best results. This platform is compatible with any type of advertisement on the multi-screens so that it can help advertisers locate target consumers and work out reasonable and efficient campaign strategies in accordance with the target audience’s browsing and buying habits, which will greatly improve advertising effectiveness and efficiencies.
“As one of the concepts that is undergoing fast development in the advertising industry, programmatic buying can not only help advertisers increase their return on investment, but raise revenues and profits for publishers as well. Over the past year, programmatic buying business on the Google platform has increased by 200%. In the coming years, programmatic buying is going to be the transaction model for most online advertisements, which will bring about remarkable changes to the advertising market,” Neal Mohan, Google’s global vice president and an industry guru with outstanding achievements said in his speech at the “1st China Advertising Technology Conference”.
“Today’s DSP will enter the 2.0 era,” said Roy Zhou, CEO of Yoyi Digital. “The rapid development of mobile devices and the internet had led to more diversified demands from advertisers, resulting in digital advertisements having spawned multi-screened advertisement output, diversified purchase channels and multiple-dimensional big data”. The emergence of the Yoyi DSP2.0 integrated marketing platform will promote programmatic buying in an all-round way and lead industrial development into a new era.
Robbie Hills, Google’s Asia-Pacific director of display advertising, pointed out that mobile internet, desktop computers, notebooks, tablet PCs and mobile phones have all become channels where people get their information from. The multi-screen age of global digital advertising has come into existence. There is no doubt that programmatic buying based on multi-screen will certainly become the innovative applications and mainstream platform for digital advertising in the future.
Henry Yang, president of iResearch Group, spoke highly of Yoyi for its continuous innovation. In his opinion, this signals great development for the whole industry. Mr. Yang also declared that Yoyi has seized the development trend of programmatic buying at a time when RTB is developing rapidly, and its product DSP2.0 will help advertisers to make difficult things easier, so that they can keep calm in while making decisions in the wave of big data. This will help them make accurate advertising decisions whilst in a complex media environment so as to optimize their advertising effect.
Data shows that digital advertisement is embracing its golden age for development. According to iResearch’s prediction, internet advertisement in China will reach one hundred billion RMB in the year 2013. Moreover, a statement from the world’s number one advertiser is most encouraging. According to A.G. Lafley, CEO of P&G, digital advertisement will account for 25%-35% of the company’ overall marketing budget. As predicted by Eric Schmidt, executive director of Google, the market size of the worldwide display advertising will skyrocket by eight times to 200 billion U.S. dollars by the year 2020.
There is no doubt that the deep driving force for the digital advertising market comes from big data evolution and technological innovation whereas multi-screened programmatic buying just meets the development trends and advertisers’ needs. With the successful opening of the 1st China Advertising Technology Conference in 2013, members of the industry will certainly reach a consensus on programmatic buying which will become a development trend and, in turn, boost the rapid development of the digital advertising industry.
YOYI is the leader of the multi-screened programmatic buying in China. Supported by its enormous and exclusive customer database and advanced advertising technique, YOYI has become the most innovative internet advertising company with the highest marketing effectiveness in the multi-screened marketing age. In March, 2012, YOYI launched the first DSP that supports RTB-based buying, leading China into the RTB Age. Grand industrial pattern and foresight into the future has enabled YOYI to keep pace with international tycoons and stand on the leading edge of the programmatic buying trend. Through continuous technology upgrading, competitive demand-side platforms (DSP) and customized solutions, YOYI can help advertisers optimize their advertising policy, position accurately on their target customers and carry out intellectualized operation to realize high revenues both in real-time bidding (RTB) mode and non-real time bidding (non-RTB) mode. Up to now, YOYI has successfully provided brand and effectiveness solutions for more than 200 customers both at home and abroad including HP, Shell and Audi. With its headquarter located in Beijing, YOYI also has branches in Shanghai and Guangzhou.
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