Kerwin used BBC Good Food as an example, which he said is the biggest magazine brand by reach in the UK market, with 15 million unique users online. “We started trading programmatically in June this year, and it had delivered more than 50 per cent of our digital revenues by October,” he said. “Almost half of that revenue is from non-core clients, who are paying full rates. All of this revenue is incremental to our business and our digital ad sales team have already beaten their budget by 20 per cent.
Clearly, using programmatic advertising is working for BBC Worldwide, and Kerwin outlined the benefits:
“Programmatic is growing at more than four times the market average and in 2014, it is expected to account for more than 90 per cent of the market.” As a result of this, Kerwin said that BBC Worldwide expects not to sell directly at all within the next couple of years.
Xu Weiming, vice president of digital media development division, IDG, China, said that programmatic is a relatively new concept in the country. “This new bidding system helps us optimise the potential and maximise margins,” he said. “IDG Tech in the US is already using programmatic and the concept getting more popular in China.”
Derek Kwok, head of greater China programmatic buyer relations at Google spoke about the company’s involvement with programmatic, saying that it “enables companies to use the right media in the right context and deliver to the right audience. It’s a great way to use unsold inventory.”
From 14-16 September FIPP will be in China for the 6th FIPP Asia international conference and exhibition. Discounted launch tickets for the event is available until this Friday.AAAAA16th Apr 2018 FIPP News
Less than 10 days remain to register with our launch offer for the 6th FIPP Asia international conference and exhibition, taking place from 14 to 16 September 2018 in Wuhan, China.11th Apr 2018 FIPP News
FIPP and VDZ’s Digital Innovators’ Summit 2018 takes place Monday 19 and Tuesday 20 in Berlin. If you were unable to make it to Berlin, here are some ways you can follow news from there.18th Mar 2018 FIPP News
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