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Q&A: @Dailymotion VP International Media Sales Damien Pigasse

Q&A: @Dailymotion VP International Media Sales Damien Pigasse

damien-pigasse-bwDailymotion is a Paris-based social video site that offers a mix of both UGC and professional content. It receives around 2.2bn video views and 105m unique visitors per month.

We caught up with DailyMotion’s VP of International Media Sales Damien Pigasse to learn more about its RTB strategy, the importance of yield managers and video versus display RTB:

Please could you outline your RTB strategy up to this point?

Dailymotion is a video website. Therefore our sales team was focussed initially on in-stream video formats and custom ad operations.

That said, as a video site we also knew we had high dwell times, and that the display campaigns we had were also performing well.

Working with RTB on our display business has always been the best option for us, especially since from day one we’ve seen explosive growth in our traffic levels across the globe. We couldn’t even open new offices at the same speed!

Starting in 2011 we learned the display RTB ecosystem step by step. In parallel we also started to dip our toe into the more complicated and immature world of video RTB.

What were your main reasons for partnering with Rubicon Project?

We tested for several months a few SSPs in different countries at the same time, splitting the audience in 2 or more.

We could then compare the revenues, sell through rate, average CPMs, percentages of bids etc.

In many countries Rubicon Project was first for all of those criteria. I can add that on legal and technical subjects we had much faster answers from the Rubicon Project team than the competition.

How are you staffing or dedicating internal resources to this area?

We have a rapidly growing yield management team: it began with one person and has now reached five in total. This team is now handling video and display RTB, on the web, mobile & TV.

It’s hard to hire people for what is still such a new and specialised role, so we now train up most of them internally.

As we become more and more global, and because of time zones we are considering having dedicated yield managers in each continent.

Where does RTB fit vs your overall monetisation strategy?

For display, RTB is the best way to monetise our indirect inventory in the countries we have a sales team.

It is also the best barometer we have to understand the size of the ad market in each country, and if we should be monetising directly in some regions or not.

For video, the strategy is different. We are not talking here about remnant or premium inventory.

Worldwide video inventory is limited and buyers are buying high volumes with high CPMs. We still have to determine the right balance between direct and programmatic sales, but having said that there still aren’t many videos SSPs on the market!

What do you expect as the next steps in the development of programmatic trading, both in the wider industry and for your own business?

I believe the future is in audience buying. It’s the best way to get added value for our inventory. And if we’re talking about video RTB, audience is the last hurdle for TV advertisers to invest massively on the web.

I also guess that publishers will be able to get higher CPMs in video RTB by making their inventory more transparent through segmented channels.

Following on from that, the next step for video RTB is purely a technical one: pre-rolls are much heavier than banners and latency is still an issue SSPs have to work on.