LA AdTech Partner Company, The Trade Desk (TTD) reported Q4 earnings after close of market today. The Trade Desk posted revenue of $72.4 million for the fourth quarter of 2016 alone. Full year revenue for 2016 was reported as $202.9 million.
Highlights from today’s earnings call:
- Over $1 billion in gross spend in 2016.
- Mobile, video, and global expansion are largest growth factors.
- Addressable and connected TV will lead to programmatic buying.
- 2016 gross spend with non-display campaigns increased to more than half of gross spend.
- Mobile in-app and mobile video revenue grew about 400% and 300% respectively year-over-year, while native spending jumped 700% over the previous quarter..
The Trade Desk said it expects revenue in the range of $43 million for the current quarter ending April and estimated a full year revenue of $270 million. 2017 Total Gross Spend is estimated at $1.45 billion.
- The Trade Desk Passes $1 Billion In Platform Spend As Non-Display Products Gain Steam – Adexchanger
- The Trade Desk sees quarterly revenues top $72m, bets big on connected TV and Asia – The Drum
The Trade Desk’s reported earnings today beat Factset consensus revenue estimates of $62.1M. TTD‘s stock price closed at $33.36 also beating the $33.13 consensus price estimates from equity analysts coverage the stock.
Publishers Clearing House (PCH) announced on Monday that their partnership with OpenX, an LA AdTech Partner Company, resulted in a 26% increase in revenue across desktop on PCH.com.
OpenX’s Bidder and private marketplaces had been integrated into PCH’s online monetization strategy since last summer. PCH is leveraging their own first-party data that includes “people-based” profiles, where users are identified by name, to increase the value of their unique inventory to advertisers targeting specific audiences. This large repository of data reaches into about 73 million US household. Combining this database with OpenX’s technology, PCH is able to optimize viewability, video completion rate, and on-target delivery for their advertisers
This 26% ad revenue increase on PCH.com is primarily attributable to the OpenX header bidding integration. The revenue lift brought about an average daily increase of nearly $10,000 per day.
Congratulations to CitizenNet and Dan Benyamin.
Condé Nast announced last week that it will acquire social data and marketing platform CitizenNet. Condé Nast intends to combine CitizenNet with its data product “Condé Nast Spire,” to expand its audience targeting capabilities beyond Condé Nast’s owned and operated sites to its social platforms with over 174 million social followers..
With this acquisition, Condé Nast will be able to target the right audience at scale and across platforms for its advertising and marketing partners. On its own, Condé Nast’s online and offline first party data is combined with online behavioral data to personalize real time campaigns. When integrated with CitizenNet’s social-data sets and predictive behavioral targeting, Condé Nast will be able to offer its advertising and marketing partners a way to target the right audience at scale and across platforms.
A year ago, Condé Nast had acquired another ad tech firm, Poetica, which owns a real-time content editing system.
CitizenNet has never raised a VC round of financing.
With Snap Inc.’s (the parent company of Snapchat) recent IPO filing, there has been a flurry of articles and analyses from everywhere. So, we are trying to collate some of the more relevant trends and summaries.
Come celebrate 2017 with LA AdTech at a low-key networking mixer at Busby’s West. It is the location where it call began over 3 years ago.
DATE: February 15th, 2017 (Wednesday)
TIME: 6:30pm – 8:30pm
PLACE: Busby’s West
3110 Santa Monica Blvd
Santa Monica, CA 90404
As usual, Busby has happy hour drinks from 4pm-8pm.
Also, mark your calendars for our next event on March 1st with LA AdTech Partner Company, Pathmatics. Pathmatics also recently released a report on digital marketing spend by the Financial Services industry.
Future event topics to include Investment Outlook, VR advertising, Mobile and Emerging Platforms.
Please RSVP so that we have a headcount.
Rubicon Project announced Monday (February 6th) that it is partnering with Integral Ad Science (IAS) to provide third-party viewability scores for display and video advertising on both desktop and mobile web, per a joint press release.
By applying viewability scores at the individual ad placement level and delivering them within the auction bid request, marketers should find it easier to measure the ROI of their display and video ads. Publishers can also use these granular level viewability data to evaluate and optimize their ad inventory to drive performance and pricing.
By leveraging Integral Ad Science‘s Media Ratings Council (MRC) accreditation, Rubicon Project offerings will gain headways into concerns around media transparency in the online media space, specifically those in programmatic media transactions. A concern about ad fraud was brought up by Proctor & Gamble’s Marc Pritchard at a recent Interactive Advertising Bureau’s Annual Leadership Meeting.
Additional reading: Rubicon Project & Integral Ad Science ink viewability deal to assure advertisers over independent measurement
According to a recently released report from Forrester Research detailing media spend from 2016-2021, digital media spending in the US is predicted to go $70 billion in 2016 to almost $120 billion in 2021. However, year-over-year spending in digital marketing is expected to slow down as marketers will emphasize quality over quantity.
Some key points:
- Digital marketing component such as paid search, display, social media, online video and email marketing, will make up to about 46% of all advertising by 2021 from about 36% in 2016.
- Digital marketing is no longer considered experimental but as mature investments that come with goals setting and measurement practices as well as waste combating. Amidst this spending growth, there is also a shift to increasing investments in data, technology and particularly, improving customer experience such as store layouts, mobile apps and marketing technology that make personalization.
- Millennial consumers will be in a high spend life stage as they establish careers, homes and families, boosting their collective spending to over $600 billion annually, according to a report from Accenture.
- Spending on online video advertising has grown 114% since 2014 as as advertisers like its reach and targetability. Online video advertising allows brand advertisers, to extends their existing reach with marginal incremental costs while smaller advertisers can achieve a TV-quality advertising presence with less cost.
Centerfield, based in El Segundo, CA, has secured $156 million in financing to fund its acquisition of Qology Direct, a performance based marketing firm amidst other future acquisitions, according to Mediapost.
Centerfield had previously received $100 million in a prior round of funding.
Centerfield uses its proprietary technology to identify high value and intent-driven consumers and execute real time biddable (RTB) mediadigital media platforms including search, display and social, to acquire customers. Together with Qology Direct, Centerfield can offer a fully integrated sales and marketing solution to engage the consumer from initial touch point all the way through completed sale, delivering new customers at scale to some of the biggest brands worldwide.
The combined company will operate under the brand name Centerfield. By the end of 2017, the newly formed company expects to generate over 2,000,000 customer sales for their clients, and employ upwards of 2,000 staff members.
Centerfield develops intelligent digital advertising technology focused on real time biddable media which enables targeting and acquisition of high performing, high life time value customers for its clients across numerous industries. The Company’s sophisticated marketing technology platform leverages Big Data and optimizes each part of the customer acquisition process from initial view through offline sale in real time for the highest possible return on advertising spend. For more information, please refer to the Centerfield website http://www.centerfield.com/.
About Qology Direct
Qology Direct is comprised of forward thinking marketers that specialize in all aspects of the buying process. While other companies concentrate solely on acquiring new customers, we focus on a more complete picture. By using online marketing tactics that deliver results from start to finish, we keep in mind the total satisfaction of both our partners and the consumer. At the core of our business model lies the principle of positive consumer engagement, while user experience is found at the forefront of every decision we make. As creative yet analytical professionals, technology has been used along with an expertise in direct marketing to create the leading performance-based marketing company we are today.
LA AdTech partner company, Pathmatics, recently released a report on the digital advertising spending for the Financial Services category from the third quarter of 2016. Their report found that Financial Services companies continue to dominating digital advertising spending over other categories, with over $541 Million in Q3 2016, across all channels (desktop, mobile, and video).
Some highlights from the Q3 Top Financial Services Advertisers Report report include:
- Desktop/display advertising accounts for 62% of the Financial Services industry total ad spend.
- The Financial Services industry’s direct buys with publishers continue to dominate at 65% of the category’s ad spend.
- Real Estate publishers are gaining traction with advertisers looking to reach homeowners.
- In this industry, mobile ad spending ($24M) ranked a distant third to Desktop’s $333M and Video’s $183M in ad spending.
- Larger brands (AmEx, Citigroup, and Geico) are starting to explore Native advertising.
Get your own copy of the full Q3 Top Financial Services Advertisers Report for a deep dive into the financial services industry’s digital ad strategy in 2016.
Pathmatics provides competitive and market intelligence in online advertising to help brands and agencies understand how their competitors are advertising, where their creative is running, what their spending is across all sorts of channels on digital (ie desktop, mobile, tablet, and video). Pathmatics works with both publishers and ad-tech companies and is backed by Bertelsmann and Upfront Ventures.
Let’s celebrate the Fall Season with an LA AdTech mixer. This time, we’ll be at Typhoon Restaurant at the Santa Monica Airport.
DATE: Tuesday, October 11th
Place: Typhoon Restaurant at Santa Monica Airport
3221 Donald Douglas Loop South
Santa Monica, CA 90405
So, RSVP below and add this event to your calendar. Make sure to bring your friends and colleagues too!
Please note that Happy Hour is from 5pm-7pm at Typhoon. So, the earlier you get there, the more happy hour specials you can enjoy.
Have you joined our Facebook group yet? Check out the photos from our annual reception with the OMMA conference this past July. Go to https://www.facebook.com/groups/LAadtech and request to join.
See you there.
Your hosts: KW Low, Nicole Jordan & Tony Winders