June 25, 2015
Advertising Technology Spotlight Conference
The advertising and marketing technology industry has had to rapidly shift course to keep up with new technologies and changing consumer habits. Four companies discuss where they fit in the value chain, how they differentiate their services, the opportunities for their products, and how they are addressing issues faced by the sector
‘Big data’ and ‘programmatic trading’ are leading a revolution in the way advertising and marketing are managed. Understanding how companies are differentiating themselves will be key to picking winners in this consolidating sector.
Q1: How big an issue is fraud? How is the industry dealing with it?
Q2: Does the industry need a regulator?
Q3: Do you think a standard will emerge for programmatic advertising?
Q4: Who owns the data? Who should own the data?
Q5: How will the advertising and ad-tech industries segment over the coming years. Will the ad-tech industry be consolidated into others?
On June 25th Blinkx, Eagle Eye Solutions, JC Decaux and RNTS Media discussed how they are embracing emerging technologies to differentiate themselves and deliver more targeted, effective advertisements and promotions.
Edison’s Bridie Barrett discusses industry dynamics which she views as still being positive – despite the near term volatility caused by by the shift towards mobile and programmatic. The industry’s concerted effort to combat fraud is clearly necessary and positive in the long term but will reduce earnings visibility until it needs to washes through. In a sector which is racing to scale, investors should seek exposure to key industry hotspots, adequate resources to stay ahead of the game and deep customer relationships.
Both online and offline companies are embracing technology to help brands reach customers. While the initial hype surrounding the sector has dissipated, it has continued to rapidly evolve: distinct ecosystems have emerged and companies’ strategies have become more defined.
While the technology is fundamental, we believe it is companies that combine the following qualities that are most likely to succeed:
1) Strong relationships with high quality customers;
2) transparent solutions (accountability and assurance);
3) differentiated standalone products;
and 4) diverse product sets that offer exposure to various growth pockets in the industry.
Ad-Tech Spotlight Report
blinkx is a broad digital media technology, distribution and monetization platform that connects audiences with brands through premium digital content across devices – at scale. Over 95% of blinkx revenue comes from online advertising, with a core focus on video, mobile and programmatic segments.
blinkx has rapidly repositioned itself from its legacy stronghold in desktop video to a cross-platform offering with video at its core. A series of acquisitions to bolster its exposure to mobile and programmatic technologies over the last two years should enable it to return to a position of overall growth this year. It is cash-generative and has a strong balance sheet, leaving it well placed to continue to add scale and technology where needed to support future growth and scale economies.
Chief Marketing Officer
Eagle Eye enables real-time digital promotions to the retail and hospitality industries. Customers include Greggs, Marks & Spencer, Mitchells & Butlers, Pets at Home, Tesco, Pizza Express, JD Sports and Asda.
Retailers are transitioning promotional and voucher-led campaigns away from paper and plastic to digital solutions to benefit from lower costs and improved consumer insight. Eagle Eye’s transactional platform is one of the most integrated solutions available, enabling it to approach an increasing roster of clients. It recently announced its largest deal to date, with Asda, and reported sales growth of 81% in H115
CFO, Eagle Eye
Leading outdoor advertising company and the only group in the three principal segments: street furniture, transport advertising and billboard.
JCDecaux is the world’s leading outdoor advertising company. It offers solutions across street furniture, transport advertising and billboard advertising and is present in more than 70 different countries across the globe. It generated revenues of over €2.8bn in 2014, is listed on the Premier Marché of the Euronext Paris stock exchange and is part of the Euroext 100 Index.
Director of Retail
Director of Business Transformation
RNTS Media’s core operating division is Fyber, a mobile advertising technology company. Through its supply-side platform, it provides app developers with smart-mediation and ad exchange solutions to help them more effectively monetise audiences across all placements.
RNTS Media has successfully rolled out its mediation solution over the last 18 months, reaching more than 320m users. It is now focused on adding new formats and technologies to its advertising exchange to monetise its expanded network of publishers. It plans a €100m convertible bond to support its plans to add scale, reach and technology, with the ambition of becoming a global leading independent mobile supply-side ad-tech group.
CFO, RNTS Media