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  • I'm Ruth Kirschner, Director of Advertiser Sales for

    我是 Google DoubleClick 廣告客戶銷售總監

  • Google's DoubleClick.

    Ruth Kirschner

  • Welcome to the next Hangout in our series, " Programmatic in

    這是「程式輔助採購的未來」 系列討論

  • the Future," where we're exploring how technology is

    最新一場的 Hangouts 歡迎加入!

  • changing the way people buy and sell advertising through

    我們將與企業領導人對話 探討科技如何改寫

  • conversations with leaders in the space.

    廣告買賣方式 一個限制因素。

  • Today, I'm pleased to be hanging out with Mike

    今天,很高興邀請到 Mike Finnegan

  • Finnegan, Director of Product Development at Xaxis, WPP's

    他是 WPP 代理商交易平台 Xaxis 的產品開發總監

  • Agency Trading Desk.

    他是 WPP 代理商交易平台 Xaxis 的產品開發總監

  • Before we begin, I'd like to remind all of you on the

    開始討論之前 我想提醒各位

  • Hangout to submit your questions in the comment box

    在 Hangouts 過程中 大家可以利用

  • on the Google+ page below.

    Google+ 頁面上的留言框發問

  • Mike thanks for joining us today.

    Mike,感謝你參加 這場 Hangouts

  • I would like to ask, how is Xaxis formed?

    我想請教 Xaxis 是怎樣成立的?

  • And where do you see us in the life

    在數位行銷的生命週期中 你們對於 Google 公司

  • cycle of digital marketing?

    你們對 Google 的定位又是如何?

  • MIKE FINNEGAN: Yeah, that's a great question.

    這個問題很好 非常棒的問題。

  • Thanks for having me, by the way.

    先感謝你們的邀請 的邀請,

  • This is great.

    我很榮幸來到這裡

  • I definitely appreciate the opportunity,

    有機會與大家聊聊 很感謝有這個機會

  • and to talk to everybody.

    真是太棒了!

  • So Xaxis is a really interesting company, because

    Xaxis 是一家非常 有意思的公司

  • we were formed of multiple other companies within the WPP

    因為我們是由 WPP 組織內的 許多家公司所組成

  • organization, specifically within GroupM.

    精確地說 這些公司皆隸屬 GroupM

  • We were a whole bunch of companies back in 2010 and

    回顧 2010 年和 2011 年 當時我們還是幾家不同的公司

  • 2011 that were experimenting with different ways to buy

    仍在摸索各種 採購媒體的方式

  • media and offer value back to our advertisers.

    努力把最漂亮的價格 提供給廣告客戶

  • And it was a global exercise as well.

    那是一場 全球性的實驗

  • Big markets in the UK, a lot in Germany, Italy, and in the

    無論是在英國的廣大市場 還是在德國、義大利和美國的

  • US, were doing some really great things.

    眾多市場版塊 表現都很出色

  • Kind of pioneering the practice of using programmatic

    我們首創在需求端平台 (DSP) 也很精彩,

  • technology, really, in DSPs at the time, to figure out the

    使用程式輔助採購技術 技術的風潮,

  • best way to pioneer real-time bidding practices for

    為廣告客戶找出 即時出價機制的

  • advertisers.

    最佳建置方法

  • And all of the little pockets of GroupM companies were doing

    當時 GroupM 組織下 的許多公司

  • all the kind of similar things.

    都做在類似的事情 的事情,

  • And GroupM made the decision to kind of unify all of that

    GroupM 決定集合眾志 集合眾志,

  • and make Xaxis GroupM's, not just audience buying solution,

    創造了 Xaxis 這對 GroupM 來說

  • but really the leaders in the space within GroupM to kind of

    不僅是一個目標對象 購買解決方案,

  • pioneer new technology, new capabilities, and bring those

    在組織中更扮領頭羊 的角色,引領新技術、

  • opportunities back to our advertisers and agencies.

    新功能的問世,並且為我們的 廣告客戶與代理商開創新契機

  • RUTH KIRSCHNER: So you've been doing this

    你們顯然已經在這個領域 已經在這個領域

  • a long time, obviously.

    深耕好長一段時間了

  • I'm interested in where you see us in the life cycle of

    我想要知道在數位行銷 的生命週期中

  • digital marketing.

    Google 的定位在哪裡

  • MIKE FINNEGAN: Yeah.

    我們站在一個非常有意思

  • We're at a really interesting turning point, where I think

    的轉捩點, 的轉捩點,

  • online advertising in general is reaching probably an

    線上廣告已經進入 成熟的階段

  • adolescence, which is a good way to think about it, where a

    這是你我樂見的 這是你我樂見的,

  • long time it was very manual to be

    因為從前廣告活動 廣告活動

  • able to execute campaigns.

    得要靠人力

  • And along the way, to increase scale, we've done things like

    一路走來, 為了增加廣告的規模,

  • sacrificing transparency.

    還犧牲了透明度

  • And now we're at the point where transparency's at our

    如今天時地利人和, 終於發展到我們可以

  • fingertips, and the control is more within the buyer's realm.

    隨時掌握透明度、也給予 買方更多主控權的格局

  • And because of that, we're at the point where we

    一直到今天,才真的做到 才真的做到

  • supplemented high-reach buying with more transparent options,

    為高觸及率的購買 提供更透明的選擇,

  • like real-time bidding.

    像是即時出價;

  • But were only starting to understand the capabilities of

    不過這種應用才剛萌芽, 才剛萌芽,

  • what is beyond that?

    未來的展望是什麼呢?

  • What is the next step?

    現在大家常掛在嘴上的

  • And really the buzzword that we're using a lot is

    「程式輔助採購」, 「程式輔助採購」,

  • "programmatic" as a supplement to calling everything

    就是從「即時出價」 「即時出價」

  • real-time bidding.

    衍生出來的觀念

  • But programmatic doesn't need to be saddled within one

    程式輔助採購其實不限於 互動式多媒體廣告

  • channel like display.

    這個宣傳管道,

  • Programmatic, a lot of conferences and publications

    許多會議和出版物 也提到把它應用在

  • are talking about video and mobile.

    影片和行動服務上面, 行動服務上面,

  • And Xaxis is even pioneering in spaces like radio and

    Xaxis 甚至還率先把應用範圍 拓展到廣播電台和

  • [INAUDIBLE] home.

    [聲音模糊] 戶外服務

  • So really, just saying that a piece of technology is more

    總而言之, 這個技術的體現

  • versatile than just its current focus today.

    可以比我們目前想的 還要更多元、更豐富

  • So continuing to expand the technology onto more channels,

    可以拓展到更多管道, 更多管道,

  • and bringing more opportunities to advertisers.

    更造福我們的廣告客戶 廣告客戶。

  • RUTH KIRSCHNER: And how do you specifically see programmatic

    剛才你說明了程式輔助採購 程式輔助採購,

  • buying, which you've just given everybody some insight

    你覺得這種技術 今後的發展對於

  • into, evolving for trading desks like

    像 Xaxis 這種交易平台 和代理商

  • Xaxis and for agencies?

    和代理商有什麼意義?

  • MIKE FINNEGAN: Yep.

    我們與客戶的關係型態

  • There's an interesting shift going on, where the types of

    出現了非常有趣 出現了非常有趣

  • relationships that we're doing right now, a lot with private

    的轉變 ── 尤其是 隨著程式輔助採購

  • marketplace I guess as a subset of programmatic buying,

    衍生而來的 私人交易市場 ──

  • where we are finally building relationships directly with

    我們終於能直接 與發佈商合作,

  • the publishers, and the technology comes almost

    技術發展怎麼樣倒 怎麼樣倒

  • secondarily.

    成了配角

  • Which is really, I guess, step one of multiple steps in terms

    我個人認為, 在形成策略結構和

  • of establishing a strategic structure and an executional

    執行結構方面, 在真正運用技術

  • structure, and using technology to really power the

    來加強執行方面, 現在的發展還只是

  • executional side of it.

    千里之行的第一步

  • So when we're looking at the structure of agency in trading

    從代理商及 交易平台結構來看,

  • desk, we are completely in the infancy.

    我們才剛起步而已 而已,

  • But what we're starting to see is that the trading desks are

    但交易平台確實有 確實有

  • able to forge these relationships.

    「牽成」的作用 的作用。

  • And specifically about Xaxis, we're building relationships

    Xaxis 目前進行的工作, 進行的工作,

  • on behalf of all of GroupM, where we're allowing the

    正是為整個 GroupM 牽線 GroupM 牽線,

  • agencies to say, here is my strategy.

    有需求的代理商可以問: 「這是我的策略,

  • Here's who we want to reach.

    這些是我想接觸的對象,

  • Here's how we'd like to reach them.

    這是我想用的接觸方法 接觸方法。

  • How can Xaxis help us do this as efficiently and as targeted

    Xaxis 可以怎樣 幫我們正中目標,

  • as possible?

    有效做到這點?」

  • And so, the relationships that we're building with wonderful

    我們與市場上幾家 幾家傑出的

  • publishers--

    傑出的發佈商

  • people in the marketplace like NBC, who's

    (例如 Google 的好夥伴 NBC) 好夥伴 NBC)

  • a big Google partner--

    都有合作

  • has really allowed us to bring more bells and whistles to our

    即使從 2010 年迄今 都使用同樣的技術,

  • agencies and advertisers, using the same technology that

    我們的代理商和廣告客戶 和廣告客戶

  • we're using right now and have been since 2010.

    依然享受到更多的 產品附加功能

  • So we're seeing that the schism between strategy, which

    所以我們看到的是分工, 是分工,

  • is being developed in the agency, and execution, which

    代理商負責發展策略, 發展策略,

  • is being pretty much delivered by the trading desk layer.

    而交易平台層負責執行 負責執行。

  • RUTH KIRSCHNER: So there's a lot of new things happening.

    許多新的技術遍地開花 新的技術遍地開花。

  • You talked a little bit about private inventory.

    你剛才稍微提到了 私人廣告空間 ──

  • How is that working for Xaxis, and what's making that

    這對 Xaxis 是如何運作的? 運作的?

  • successful for you guys?

    你們是怎麼辦到的?

  • MIKE FINNEGAN: Yeah.

    這是

  • That's great.

    非常有意思的發展。

  • Purely the evolution of RTB and programmatic, we've seen

    我認為這是隨著 即時出價和

  • the ability to say, we can take advantage of

    程式輔助採購 自然發生的現象

  • relationships that agencies have had for years with great

    我們有辦法 「運用代理商與

  • quality publishers, but find better,

    優質發佈商 多年來的合作關係,

  • easier ways to transact.

    提供更好、

  • I think that's really the thing.

    更簡易的 交易方式。」

  • There's a lot of operational efficiencies that come with

    我們的貢獻大幅提升了 大幅提升了

  • what we're doing.

    運作效率,

  • We call them always-on pipes.

    我們稱之為「永遠開放的管道」──

  • It's a thing you'll hear hear if you walk around our office.

    假如你來到我們的辦公室, 我們的辦公室,

  • The pipes are on.

    你就會聽到這個 ── 管道開放,

  • Our relationships are built.

    關係建立,

  • The rates are fixed.

    價格確定,

  • Everything is ready to go.

    萬事俱備

  • The pipes are open.

    由於管道暢通,

  • We can start transacting across any advertiser

    我們可以開始與任何 任何想要的廣告客戶

  • that we want to.

    想要的廣告客戶交易

  • So I think when we're talking about what RTB offers, which

    即時出價的優點 就在高觸及率和

  • is really high-reach, a lot of transparency, we're able to

    高透明度, 我們可以很自信地說:

  • say, OK, let's start productizing the technology,

    「好,讓我們開始將技術與 將技術與

  • and the publisher relationships, and the things

    發佈商關係兩者產品化, 兩者產品化,

  • that our advertisers want, that kind of go up the value

    依照廣告客戶想要 提升的價值鏈,

  • chain for awareness-type products.

    推出提升知名度的產品」 的產品。」

  • You hear a lot in the industry that programmatic is a race to

    你會聽到很多業界人士說 程式輔助採購對營收

  • the bottom.

    是一種風險,

  • And I think what we're trying to do is say, it doesn't have

    但我們想傳達 「不一定如此」

  • to be that way.

    「不一定如此」的概念

  • The relationships that we're building really bring value to

    我們所建立的合作關係 對於各方都有好處:

  • the publisher, as in proper valuation of their inventory,

    不僅發佈商的廣告空間 得到準確估價,

  • and back to our advertisers, because we're allowing them to

    因為我們讓廣告客戶 帶來自己的目標對象,

  • bring their audiences.

    廣告客戶也同時獲益

  • Advertisers have always wanted to find audiences on these

    廣告客戶一直想從 這些優質的發佈商中

  • quality publishers, but usually they use content and

    找出目標對象,但通常 都是使用內容與

  • context as a proxy.

    背景資訊做為媒介

  • Now what we're saying is, you can have your cake and eat it

    現在我們會說: 「你看得到也吃得到,

  • too, because we have the quality inventory.

    因為我們有 優質的廣告空間

  • And you have the quality audiences

    而你有想接觸的優質 優質

  • that you want to reach.

    目標對象」

  • And we overlay audiences on top of this quality inventory,

    我們以這個 優質廣告空間為底,

  • and we are able to build products.

    再鋪上目標對象, 這樣就成了我們的產品

  • Our displayed branded product is called Xaxis Premium.

    我們的互動式多媒體廣告品牌 產品稱為 Xaxis Premium

  • And the whole promise is the fact that only quality,

    而實際上我們所主打的 就只是優質、

  • hand-picked inventory, 100% programmatic, and being able

    精選的廣告空間、 百分之百 (100%) 程式輔助採購,

  • to bring audiences, whether first party or third party,

    以及能夠將 第一方或第三方

  • and overlay those on top of that great inventory.

    目標對象帶入這個 優質廣告空間的承諾

  • And we're doing it for advertisers who want to drive

    我們所做的一切 都是為了那些想要

  • awareness, drive brand response.

    提升知名度、 推動品牌回應的廣告客戶,

  • And so far, so good.

    而到目前為止,一切順利

  • Beyond that, using programmatic technology not

    此外,程式輔助採購技術 不只用在

  • just for display, but video, and radio, and things like out

    互動式多媒體廣告, 也用在影片、電台和

  • of home, which are emerging as well.

    像是戶外服務的新興產品 新興產品。

  • So we totally see the writing on the wall of that, this is

    我們看到了預兆, 這項技術

  • not just a one-trick pony kind of technology.

    這項技術不是只有一招半式 一招半式,

  • It's more abundant.

    而是有無窮可能

  • RUTH KIRSCHNER: So you talked a little bit about providing

    你談到關於提供 關於提供

  • audience, and some of the benefits to both the

    目標對象這件事, 以及某些有益於

  • publishers you're working with, as well as the agencies

    你們合作發佈商 與代理商雙方

  • that you're working with.

    與代理商雙方的好處

  • What do you feel are the biggest benefits of

    你覺得程式輔助採購的 最大好處

  • programmatic buying?

    最大好處是什麼?

  • Is it more than audience?

    會大過目標對象嗎?

  • MIKE FINNEGAN: It is certainly more than audience.

    當然會大過目標對象 大過目標對象。

  • Programmatic buying for the publishers--

    對於發佈商來說, 程式輔助採購 ──

  • I'll talk about the publishers, and then the

    我先講發佈商, 待會再談

  • advertisers.

    待會再談廣告客戶 ──

  • But the publishers benefit because we're able to build--

    讓發佈商受益的原因是, 我們能夠建立關係,

  • like I said before, always-on pipes.

    就像我前面提到的, 永遠開放的管道

  • They have one relationship with Xaxis, and Xaxis brings

    發佈商和 Xaxis 有著某種關係, 而 Xaxis 會迎合

  • the demand to them.

    而 Xaxis 會迎合他們的需求

  • So programmatic is benefiting the publishers by actually

    程式輔助採購 將使媒體採購交易

  • making the transactional part of media buying much

    變得更加簡易流暢, 發佈商因此

  • more easy and fluid.

    發佈商因此得以受惠

  • For the agencies and advertisers, we really offer a

    對於代理商和 廣告客戶,我們確實提供

  • lot of flexibility, because we have over 20 private

    很大的彈性,因為 我們擁有超過二十 (20) 個

  • marketplaces live, from all different SSPs, all different

    私人市場,他們全都 來自不同的賣方平台、

  • types of publishers.

    不同類型的發佈商

  • So it gives Xaxis the ability to be really nimble, and kind

    因此,Xaxis 有著 非常靈活的功能,

  • of put really good solutions together quickly, and be able

    可以迅速將真正優良的 解決方法集中在一起,

  • to execute pretty much that day.

    提升一整天的執行效率 執行效率。

  • If the agency says, let's do it, we're actually in a

    代理商說「動手吧」, 我們真的就能

  • position to do it.

    我們真的就能立即行動

  • On top of all the benefits of overlaying things like, all

    透過所提供的重疊機制, 重疊機制,

  • the viewability tracking that an agency would want to do,

    代理商可以套用 可見度追蹤、

  • all the audience verification, and any kind of data overlays

    全體目標對象的驗證, 以及任何一種

  • that they run as well.

    他們想要的資料重疊...

  • So what we're doing is we're compiling raw materials.

    除了上述好處外,我認為 我們所做的就是收集原始素材,

  • It's kind of how I look at it is, we're using technology to

    運用技術把廣告空間和 廣告空間和

  • take aggregate inventory and aggregate data and make

    資料彙整,並從中 並從中

  • something really good from that.

    發展出優質商品 優質商品。

  • So flexibility is really the name of the game.

    靈活性才是我們真正 關注的焦點

  • Instead of contracting via insertion order, and then

    業界常見的做法是 透過廣告版位訂購單,

  • turning over control to a third party outside of the

    將控制權轉交給 代理商組織外的

  • agency structure, where they're managing the campaign,

    第三方,委託他們 管理廣告活動

  • our interests are purely to make sure that these campaigns

    有別於此,我們最關心的是 要確保這些廣告活動

  • run well, and run pretty much in the best interest of the

    能正常執行, 並為廣告客戶

  • advertisers.

    帶來最佳的收益

  • So we maintain the control and kind of put together this

    我們保有控制權,並彙整出 並彙整出

  • great offering that can do that.

    最優質的方案達成目標 達成目標。

  • RUTH KIRSCHNER: So there's obviously a lot that's

    很明顯,廣告的買賣方式 廣告的買賣方式

  • changing right now in this space.

    已經今非昔比了 今非昔比了。

  • I think we certainly see new entrants, new vendors, new

    我們確實看見, 每天都會有新進者、

  • data, vendors, et cetera, every day.

    新的供應商、新的資料供應商 等等對象加入

  • What do you feel is really lacking in the ecosystem?

    你覺得在這樣的生態中, 真正欠缺的部分是什麼?

  • And what challenges does that create?

    而這又會帶來 什麼樣的挑戰?

  • MIKE FINNEGAN: Yeah.

    說來很諷刺,

  • I've probably had numerous discussions about how--

    其實我已經多次討論科技 其實我已經

  • and this is ironic, and I will say that-- technology is

    在這個領域中為什麼 在這個領域中

  • really the limiting factor in the space.

    會成為一個限制因素 一個限制因素。

  • This is not a Google comment.

    我覺得賣方 ── 我不是針對 Google

  • This is an everybody comment.

    我是指這領域中的每個人和

  • This is everything.

    所有一切 ──

  • Buyers like us and publishers will sit down and have a

    像我們這樣的買方和發佈商, 會好好坐下來,

  • wonderful conversation about how we want to transact

    愉快地聊聊我們要如何 透過程式輔助採購

  • programmatically.

    進行交易

  • We'll get a deal done.

    我們會談成一筆交易

  • We'll discuss rates and transparency.

    也會討論費率和透明度 透明度,

  • And then we reach out to our technology partners and say,

    然後我們會詢問 我們的技術夥伴:

  • can you help us make this a reality?

    「你能夠幫助 我們實現嗎?」

  • And that's where things really start to fall apart, because a

    但是這樣一切就會 開始解體,因為

  • combination of multiple third parties on both the SSP and

    在結合賣方平台和 買方平台雙方各自的

  • the DSP side have a lot of proprietary technology that

    多項第三方技術過程當中, 會牽涉到許多的

  • sits in the middle.

    專利技術問題

  • And so platform A doesn't play nice with platform B, and then

    因此,假如 A 平台 與 B 平台不相容,

  • we have to kind of go down the road of troubleshooting.

    我們就必須找出問題 加以解決

  • And I think a lot of our time is spent working with partners

    我們已經投入大量的時間, 和合作夥伴

  • to help troubleshoot across a different combination of

    一起解決許多 技術平台整合後

  • technology platforms.

    所產生的問題

  • So if there's one major request that's an

    如果要說出整個產業 整個產業

  • industry-wide request, it's to comply to a standardization

    最主要的訴求, 那就是要有一套

  • for how we're going to do

    程式輔助採購或

  • programmatic buying or trading.

    交易的標準化流程可供遵循,