"BSkyB is investing 40 per cent of its £15 million yearly display budget on real-time bidding (RTB), a figure which could be further driven higher by the growth of Facebook's Exchange."
""There are some key buys that don't fall into the RTB category, so while that stays the case that 40 per cent figure may not rise by that much, but if Facebook Exchange takes off then there is no doubt that figure will rise," he said."
""We were known in the market for being quite ruthless in the space - yes we have a lot of spend and if it's not working we will just chuck you off and move onto the next one - that's fine but there's a lot of churn there. So what we really wanted to get a grip on were the opportunities around the data. We wanted to find out how we could get back more insight from our providers to use in our creative planning and then go out and find more of the same - that was a big change," he said."
BSkyB increased its RTB allocation from 20% to 40% of a £15 million yearly display budget over two years, reaching £6 million. Facebook launched a real-time bidding platform that enables advertisers to buy inventory in real time and to target and retarget specific audiences. The RTB share may rise further if Facebook Exchange expands, though some key buys remain outside RTB. BSkyB shifted toward a data-driven marketing approach to reduce churn, extract more insight from providers, and improve creative planning. Brands are advised to vet RTB partners carefully and establish mutual trust and transparency.
Read at The Drum
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