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

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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....

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

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

  • 1. FROM TOP DOWN TO BOTTOM UP AN EVOLUTION OF DIGITAL MEDIA HOW THE MEDIA KITCHEN APPROACHES DIGITAL AUGUST 2011 // @themediakitchen
  • 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. IT’S HARD TO ENVISION THE FUTURE WITHOUT FIRST UNDERSTANDING WHERE WE HAVE BEEN.
  • 4. 1 WEBSITE
  • 5. 2 WEBSITES
  • 6. MANY WEBSITES
  • 7. WHEN BING LAUNCHED (2009),IT HAD INDEXED OVER 1 BILLION URLS
  • 8. AS A MEDIA STRATEGIST, YOU HAVE BILLIONS OF CHOICES OF PLACES YOU CAN BUY MEDIA. WHERE DO YOU BEGIN?
  • 9. AUDIENCERESEARCHAUDIENCEQUALIFIERS * NOT CONCLUSIVE, JUST EXAMPLES
  • 10. Site Direct Ad Networks Rep FirmsHISTORICALLY
  • 11. WE TREAT EVERYONE THE SAME
  • 12. AND THAT WAS THE OLD WAY. THE TOP DOWN WAY. THE AVERAGE WAY.
  • 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. TMK THINKS THERE IS A BETTER WAY.
  • 15. DIGITAL. dig·it·alAN INFRASTRUCTURE A MEDIA CHANNEL AN ENABLER
  • 16. MEDIAIMPRESSION
  • 17. USING DIGITAL (TECHNOLOGY)... AUDIENCE MEDIA PROFILE
  • 18. INDUSTRY PIONEERING TRADING DESK (2008)
  • 19. AUDIENCE + MEDIA BUYING TRADING DESKYAHOO! GOOGLE MSFT APPNEXUS ADMELD CONTEXT OTHER WEB
  • 20. TRADING DESK DRIVEN BY API’SYAHOO! GOOGLE MSFT APPNEXUS ADMELD CONTEXT OTHER WEB
  • 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. API DRIVEN BUYING ALLOWS PURCHASE AUDIENCE PROFILES EVALUATE BILLIONS OF MEDIA OPPS ALGORITHMICALLY OPTIMIZE DATA WAREHOUSE FOR ADVANCED ANALYTICS
  • 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. THE MEDIA KITCHEN
  • 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. 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. x10 TMK HUBHIGH TOUCH API DRIVEN STANDARDIZEDCUSTOM UNITS UNITS MANUAL ALGORITHMIC POEM PM + STRATEGY & ANALYTICS
  • 28. TMK HUBHIGH TOUCH API DRIVEN STANDARDIZEDCUSTOM UNITS UNITS MANUAL ALGORITHMIC TRADING DESK POEM PM + STRATEGY & ANALYTICS
  • 29. BOTTOMS UP:START WITH AUDIENCE, THEN OVERLAY MEDIA
  • 30. BOTTOMS UP: START WITH AUDIENCE, THEN OVERLAY MEDIARICH AUDIENCE PROFILES BECOME INCREASINGLY IMPORTANT
  • 31. IF AUDIENCES ARE IMPORTANT, SEGMENTATION IS ULTIMATE. 1ST PARTY DATA 3RD PARTY DATA
  • 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. 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. THANK YOU!www.mediakitchen.tv // @themediakitchen