Publicitas industry event confirms: Real-time advertising is gaining in importance
On Tuesday, the 18th P-Forum took place, focusing on the topic «Real-Time Advertising—Evolution or Revolution.» The event explored the changes and implications of real-time advertising. As part of the event, the premium inventory marketplace «The Mark» was launched.
Beat Roeschlin, CEO of Publicitas, opened the industry event at Zurich's Kino Arena Filmcity and welcomed participants from the media industry to the 18th P-Forum on the topic of real-time advertising (RTA). In technical jargon, this refers to the data-supported automation of online advertising (Werbewoche.ch reported). Media providers can thus better monetize their advertising inventory. Advertising clients have the opportunity to evaluate advertising contacts before purchasing, taking into account the advertising space and viewer. According to the International Data Corporation (IDC), more than 25 percent of display advertising in Europe will be sold via RTA by 2015.
Arndt Groth, CEO of Publigroupe, sees real-time advertising as a tool for increasing efficiency in the planning of advertising campaigns, as detailed in a press release. Media decisions can be permanently optimized based on real-time data analysis. "Those who analyze the right data faster are ahead of the competition," said Sacha Berlik, CEO of mexad, who spoke about RTA from the perspective of a specialist service provider for auction-based ad impression buying. Berlik is convinced that a marketing department will look different tomorrow than it does today. A greater understanding of technology must be developed, and computer scientists and data analysis specialists must find their way into marketing departments. "Chief Marketing Officers will be replaced by Chief Data Officers".
Roger Calisi, District Manager Sales & Marketing Mercedes-Benz Switzerland, also shared the view in his presentation that the marketing and sales process must be based more on hard data. "At the end of the day, marketing is all about sales," he said. Virginie Fortun, Direction Développement stratégique Le Temps, provided the media provider's perspective. "Media providers have to be extremely innovative and use all means at their disposal to find new ways to offer new, effective advertising services to advertisers on the one hand and to offer readers a clear differentiation of high-quality editorial content on the other," said Virginie Fortun.
Kimon Zorbas, Vice President IAB Europe, illustrated in his presentation that data is important, "If data is king, then the prince is the user", but at the same time made it clear that European regulation could demand a restriction on data availability in the future.
Following the presentations, Stephan Klapproth, 10vor10 moderator, discussed with the speakers and Chris Morgan, Head of Digital at Publicitas. All speakers agreed that RTA is a necessary development that needs to be accelerated. RTA is both a revolution and an evolution.
The official name of Publicitas' premium inventory marketplace was also launched at the P-Forum: "The Mark", based on the SSP technology from Improve Digital. With "The Mark", Publicitas will in future market the digital inventory of media providers using the real-time process and give advertisers the opportunity to buy digital inventory in an automated and data-driven way. Local.ch is already one of the first companies in Switzerland to use Publicitas' real-time advertising solution, enabling it to monetize and manage its digital advertising inventory even better.
