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> Openads: Breaking New Boundaries: A Q&A with Dimo Velev, Regional Director, DACH, OpenX GmbH
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If you are at dmexco, be sure to join Tim Cadogan in the main congress hall to hear about “The next game changer in the LUMAscape. Information here.

Dimo Velev, Regional Director, DACH, OpenX GmbH

Dimo Velev, Regional Director, DACH, OpenX GmbH

Recently, we announced OpenX¢s expansion into Germany and the entire DACH region. Germany is one of the fastest growing RTB markets internationally and IDC projects that Germany¢s total Real-Time Bidding¢s (RTB) spend will overtake the UK¢s in 2014.  Perhaps even more noteworthy, IDC anticipates that RTB¢s share of overall display spend in Germany will increase to 21% from 2011 to 2016. With this positive impact on the digital advertising industry, we¢re excited to bring the benefits of the OpenX digital monetization platform to the region.[1]

To spearhead our DACH efforts, we¢ve appointed digital industry veteran Dimo Velev to serve as Regional Director of DACH, OpenX GmbH and to build a team from our new office in Munich. Dimo joins OpenX with significant leadership experience in the digital and mobile advertising sectors. Previously, he served as Head of Business Development Central & Eastern Europe for InMobi and as Manager Business Development for Yahoo! in Germany. We spoke with Dimo about RTB growth in Germany and what this means for OpenX and the industry more broadly:

What is the digital advertising environment in Germany now?

Internet use and digital advertising are rapidly growing here. A recent report by comScore revealed that 57.4 million people in Germany access the Internet via a personal computer or laptop, spending more than 24 hours per visitor online during a month. To put this in perspective, now Russia has more internet users than Germany.[2]

Significantly, RTB itself is growing rapidly here as well. According to a recent IDC study, display-advertising sales based on RTB will experience strong growth through 2015 in Germany. Think of this: in 2010, only $16 million was spent on RTB-based display ad spending but, in only 6 short years, German RTB display ad spending will increase to $691.5 million by 2016. That represents massive 4,221% growth. With this expansion of RTB, we¢re pleased to bring our RTB expertise, which we¢ve developed since the May 2009 launch of our ad exchange, to this market.

Why is OpenX expanding in Germany and the DACH region?

The German economy overall and the digital advertising sector within it are doing quite well so it¢s an auspicious time to enter the region. And, as RTB-based advertising spending in the region increases rapidly, there¢s a growing need for OpenX¢s unique platform that unifies ad serving, an ad exchange and content valuation in a single, integrated offering.

Our experience scaling OpenX Ad Exchange globally should prove useful as we bring the benefits of our RTB expertise to publishers and advertisers in the DACH region. In particular, our experience building the exchange in Japan through our partnership with Dentsu Inc.¢s digital subsidiary, cyber communications inc., encourages us about the prospects for the OpenX platform in the second largest digital ad market in Europe.

Why did you join OpenX?

My decision to join OpenX was a very easy one based on the Company¢s unique digital monetization platform, its leadership position within the industry and the executive management team. The chance not only to expand our business, but also to help shape the future of digital advertising in Germany is an exciting one. I¢m thrilled to help lead our efforts in the DACH region.

What will be your role as Regional Director?

My primary objective is to introduce OpenX and promote and evangelize RTB in Germany and the broader DACH region. We¢ve begun rapidly ramping up OpenX Ad Exchange in Germany with ad inventory from German publishers and demand from German buyers and DSPs. Additionally, I¢m excited to introduce our complete platform, which includes ad serving technology, Supply Side Platform (SSP) technology and also Revenue Intelligence to our local publishers.

One of the most immediate tasks is building out a top-notch team for our Munich office. That process has already begun and we¢re encouraged by the great interest of those wanting to join our team.

What are the benefits of OpenX¢s platform for DACH publishers and advertisers?

The benefits to DACH publishers and advertisers are the same as they are for publishers and advertisers worldwide. We help publishers maximize their digital ad revenue from all their revenue channels in one platform in real-time across all screens. We do this in a number of ways, including through our enterprise grade ad serving technology, OpenX Ad Server. Publishers can further maximize their revenue by placing their ad inventory in OpenX Ad Exchange and access the world¢s top DSPs, ad networks, agencies, and direct advertisers that participate in our global RTB marketplace.  Importantly, the exchange also includes SSP technology which manages all of the publisher’s non-guaranteed campaigns that compete against the exchange RTB advertisers on an impression by impression basis, creating greater liquidity, efficiency, fill and overall higher yield for publishers. No other publisher platform is currently offering the ad server, with an integrated exchange and SSP that can optimize all non-guaranteed demand in one unified auction.

The clear benefit to advertisers from participating in OpenX Ad Exchange is the opportunity to reach specific audiences at global scale. Buyers can bid on inventory from top publishers. Significantly, OpenX recently announced the launch of a proprietary, real-time traffic quality system that sets a new standard for the digital advertising industry, enabling advertisers to buy with confidence.

In the U.S, 96 of AdAge¢s top 100 advertisers and 58 of comScore¢s top 100 publishers participate in OpenX Ad Exchange. We¢re looking forward to replicating this level of participation from both buyers and sellers in the exchange in Germany.

One overarching aspect of the OpenX platform is important to stress: it is truly multi-screen. This means that OpenX products and technology are available to our customers not only in real-time, but on all devices. As consumers increasingly move to an ever-expanding array of mobile devices, the ability for publishers and advertisers to leverage digital ad exchange and ad serving technology across all screens becomes critical. Digital media companies in Germany, whether publishers or advertisers, will benefit significantly from OpenX’s multi-screen approach.

Thanks Dimo and welcome to the team! Stay tuned for more DACH developments soon.


[1] Real-Time Bidding in the United States and Worldwide, 2011-2016, International Data Corporation. October 2012

[2] 2013 Future in Focus – Digitales Deutschland, comScore, March 14, 2013

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