FROM TOP DOWN TO BOTTOM UP          AN EVOLUTION OF DIGITAL MEDIA     HOW THE MEDIA KITCHEN APPROACHES DIGITAL           A...
AGENDA   1.    A LITTLE BIT OF HISTORY   2.    AUDIENCE ANALYSIS & MEDIA BUYING PROCESS   3.    UNBUNDLING THE IMPRESSION ...
IT’S HARD TO ENVISION THE FUTURE WITHOUT FIRST      UNDERSTANDING WHERE WE HAVE BEEN.
1 WEBSITE
2 WEBSITES
MANY WEBSITES
WHEN BING LAUNCHED (2009),IT HAD INDEXED OVER 1 BILLION URLS
AS A MEDIA STRATEGIST, YOU HAVE BILLIONS OF   CHOICES OF PLACES YOU CAN BUY MEDIA.          WHERE DO YOU BEGIN?
AUDIENCERESEARCHAUDIENCEQUALIFIERS             * NOT CONCLUSIVE, JUST EXAMPLES
Site Direct       Ad Networks        Rep FirmsHISTORICALLY
WE TREAT EVERYONE THE SAME
AND THAT WAS THE OLD WAY.   THE TOP DOWN WAY.    THE AVERAGE WAY.
WE BELIEVE THAT THE FUTURE OF DIGITAL DELIVERS THE ABILITY TO GO BEYOND AVERAGES. ASLONG AS WE CAN SERVE & TRACK MEDIA ON ...
TMK THINKS THERE IS A BETTER WAY.
DIGITAL. dig·it·alAN INFRASTRUCTURE A MEDIA CHANNEL    AN ENABLER
MEDIAIMPRESSION
USING DIGITAL (TECHNOLOGY)...                AUDIENCE      MEDIA                 PROFILE
INDUSTRY PIONEERING TRADING DESK (2008)
AUDIENCE + MEDIA BUYING                    TRADING DESKYAHOO!   GOOGLE   MSFT   APPNEXUS   ADMELD   CONTEXT   OTHER       ...
TRADING DESK                         DRIVEN BY API’SYAHOO!   GOOGLE   MSFT     APPNEXUS        ADMELD   CONTEXT   OTHER   ...
An Application Programming Interface (API) is aparticular set of rules and specifications that softwareprograms can follow ...
API DRIVEN BUYING ALLOWS  PURCHASE AUDIENCE PROFILES  EVALUATE BILLIONS OF MEDIA OPPS  ALGORITHMICALLY OPTIMIZE  DATA WARE...
API DRIVEN BUYING  PURCHASE AUDIENCE PROFILES  EVALUATE MILLIONS OF MEDIA OPPS  ALGORITHMICALLY OPTIMIZE  DATA WAREHOUSE F...
THE MEDIA KITCHEN
THIS IS WHAT WE DO ALL DAY       Brand Immersion     Strategy          Tactical         Implementation   Evaluation       ...
THE POEM CONSTRUCT                                                                                                     How...
x10      TMK HUBHIGH TOUCH       API DRIVEN               STANDARDIZEDCUSTOM UNITS                   UNITS  MANUAL        ...
TMK HUBHIGH TOUCH       API DRIVEN               STANDARDIZEDCUSTOM UNITS                   UNITS  MANUAL        ALGORITHM...
BOTTOMS UP:START WITH AUDIENCE, THEN OVERLAY MEDIA
BOTTOMS UP:    START WITH AUDIENCE,     THEN OVERLAY MEDIARICH AUDIENCE PROFILES BECOME   INCREASINGLY IMPORTANT
IF AUDIENCES ARE IMPORTANT, SEGMENTATION IS ULTIMATE.      1ST PARTY DATA     3RD PARTY DATA
BY DELIVERING A BOTTOM’S UP PLAN, WE CAN NOWDELIVER AUDIENCE INSIGHTS THAT WERE NEVERAVAILABLE IN THE PAST.WE CAN NOW BUY ...
HOW DOES THIS EVOLVE OUR THINKING?   1.   LOOK FOR MEDIA PARTNER REDUNDANCIES.        LESS OF A NEED FOR AD NETWORKS.   2....
THANK YOU!www.mediakitchen.tv // @themediakitchen
From Top Down to Bottoms Up - The New Digital Media Approach @themediakitchen
From Top Down to Bottoms Up - The New Digital Media Approach @themediakitchen
Upcoming SlideShare
Loading in...5
×

From Top Down to Bottoms Up - The New Digital Media Approach @themediakitchen

2,813

Published on

A presentation given to The Media Kitchen about the future of digital media buying and targeting. This presentation was given in August 2011 to the New York and Atlanta offices of TMK.

www.mediakitchen.tv // @themediakitchen

Published in: Business, Technology

From Top Down to Bottoms Up - The New Digital Media Approach @themediakitchen

  1. 1. FROM TOP DOWN TO BOTTOM UP AN EVOLUTION OF DIGITAL MEDIA HOW THE MEDIA KITCHEN APPROACHES DIGITAL AUGUST 2011 // @themediakitchen
  2. 2. AGENDA 1. A LITTLE BIT OF HISTORY 2. AUDIENCE ANALYSIS & MEDIA BUYING PROCESS 3. UNBUNDLING THE IMPRESSION 4. PLATFORMS VS. HEURISTIC PARTNERS 5. CLOSING COMMENTS
  3. 3. IT’S HARD TO ENVISION THE FUTURE WITHOUT FIRST UNDERSTANDING WHERE WE HAVE BEEN.
  4. 4. 1 WEBSITE
  5. 5. 2 WEBSITES
  6. 6. MANY WEBSITES
  7. 7. WHEN BING LAUNCHED (2009),IT HAD INDEXED OVER 1 BILLION URLS
  8. 8. AS A MEDIA STRATEGIST, YOU HAVE BILLIONS OF CHOICES OF PLACES YOU CAN BUY MEDIA. WHERE DO YOU BEGIN?
  9. 9. AUDIENCERESEARCHAUDIENCEQUALIFIERS * NOT CONCLUSIVE, JUST EXAMPLES
  10. 10. Site Direct Ad Networks Rep FirmsHISTORICALLY
  11. 11. WE TREAT EVERYONE THE SAME
  12. 12. AND THAT WAS THE OLD WAY. THE TOP DOWN WAY. THE AVERAGE WAY.
  13. 13. WE BELIEVE THAT THE FUTURE OF DIGITAL DELIVERS THE ABILITY TO GO BEYOND AVERAGES. ASLONG AS WE CAN SERVE & TRACK MEDIA ON ANYCHANNEL WITH THE ABILITY TO UNBUNDLE MEDIA, WE CAN DE-AVERAGE.
  14. 14. TMK THINKS THERE IS A BETTER WAY.
  15. 15. DIGITAL. dig·it·alAN INFRASTRUCTURE A MEDIA CHANNEL AN ENABLER
  16. 16. MEDIAIMPRESSION
  17. 17. USING DIGITAL (TECHNOLOGY)... AUDIENCE MEDIA PROFILE
  18. 18. INDUSTRY PIONEERING TRADING DESK (2008)
  19. 19. AUDIENCE + MEDIA BUYING TRADING DESKYAHOO! GOOGLE MSFT APPNEXUS ADMELD CONTEXT OTHER WEB
  20. 20. TRADING DESK DRIVEN BY API’SYAHOO! GOOGLE MSFT APPNEXUS ADMELD CONTEXT OTHER WEB
  21. 21. An Application Programming Interface (API) is aparticular set of rules and specifications that softwareprograms can follow to communicate with each other. Itserves as an interface between different softwareprograms and facilitates their interaction, similar to theway the user interface facilitates interaction betweenhumans and computers.
  22. 22. API DRIVEN BUYING ALLOWS PURCHASE AUDIENCE PROFILES EVALUATE BILLIONS OF MEDIA OPPS ALGORITHMICALLY OPTIMIZE DATA WAREHOUSE FOR ADVANCED ANALYTICS
  23. 23. API DRIVEN BUYING PURCHASE AUDIENCE PROFILES EVALUATE MILLIONS OF MEDIA OPPS ALGORITHMICALLY OPTIMIZE DATA WAREHOUSE FOR ADVANCED ANALYTICS IN A WORLD WHERE THERE ARE BILLIONS OF OPPORTUNITIES, YOU CANNOT RFP THEM ALL.
  24. 24. THE MEDIA KITCHEN
  25. 25. THIS IS WHAT WE DO ALL DAY Brand Immersion Strategy Tactical Implementation Evaluation The Brand Role of Media Negotiation Monitor Plan Development The Business Ideation Packaging Optimize Trade-Offs The Target Success Metrics Execution Analysis/ROI
  26. 26. THE POEM CONSTRUCT How can we design an engaging experience for Owned Media both users and audience? Website, Project page, Facebook Page, How can technology be Mobile app, Game, Branded content, Live fully leveraged? How is interaction event supported by classical advertising SE SH ED PU IDEA! Relevance Differentiation dia Innovations Panline ads, O Me id Offline ser rs, edi gge s l m Blo M ads au ed cia ts, Who are the people we ed So nalis CLASSICAL have to reach in order rn INTEGRATION r Jou ia to communicate to our Ea target group? Why will they talk about idea? Source: Jung v. Matt
  27. 27. x10 TMK HUBHIGH TOUCH API DRIVEN STANDARDIZEDCUSTOM UNITS UNITS MANUAL ALGORITHMIC POEM PM + STRATEGY & ANALYTICS
  28. 28. TMK HUBHIGH TOUCH API DRIVEN STANDARDIZEDCUSTOM UNITS UNITS MANUAL ALGORITHMIC TRADING DESK POEM PM + STRATEGY & ANALYTICS
  29. 29. BOTTOMS UP:START WITH AUDIENCE, THEN OVERLAY MEDIA
  30. 30. BOTTOMS UP: START WITH AUDIENCE, THEN OVERLAY MEDIARICH AUDIENCE PROFILES BECOME INCREASINGLY IMPORTANT
  31. 31. IF AUDIENCES ARE IMPORTANT, SEGMENTATION IS ULTIMATE. 1ST PARTY DATA 3RD PARTY DATA
  32. 32. BY DELIVERING A BOTTOM’S UP PLAN, WE CAN NOWDELIVER AUDIENCE INSIGHTS THAT WERE NEVERAVAILABLE IN THE PAST.WE CAN NOW BUY ACROSS BILLIONS OF WEBSITESWITHOUT ISSUING RFP’S.WE ARE BUILDING AN AGENCY ON TOP OF A LARGEDATA WAREHOUSE.API DRIVEN + CUSTOM INTEGRATIONS ARE THEFUTURE OF MEDIA
  33. 33. HOW DOES THIS EVOLVE OUR THINKING? 1. LOOK FOR MEDIA PARTNER REDUNDANCIES. LESS OF A NEED FOR AD NETWORKS. 2. WHEN TESTING PARTNERS, GO DEEP WITH FEW RATHER THAN SHALLOW WITH MANY. 3. MAKE SURE YOUR CAMPAIGN INFRASTRUCTURE IS SETUP TO MAXIMIZE DATA INGESTION AND USAGE.
  34. 34. THANK YOU!www.mediakitchen.tv // @themediakitchen

×