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Forrester Research: Building a Proprietary Audience Business.”

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Forrester Research’s Interactive Marketing Analyst, Michael Greene illustrates what measures and steps a digital media company should take to protect their most valuable asset – their audience – ...

Forrester Research’s Interactive Marketing Analyst, Michael Greene illustrates what measures and steps a digital media company should take to protect their most valuable asset – their audience – and win the interactive marketing race.

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  • Buyers looking for granularity, transparency, and control. Gaining both operational efficiencies and greater effectiveness through programmatic methods.
  • Thanks Michael. Self-introduction – Manu Warikoo, VP of Product and Solutions, responsible for….Transition…a little about ourselves…
  • Company introduction – For more than 10 yrs, Operative has been helping companies with their ad business; provide the only (open) platform that helps companies manage their entire/end-to-end business Customers – over the years we’ve worked with top media companies such as (x,y,z); solve major (business/operational/etc.) challenges; one area w/growing, new challenges – figuring out how to create sellable products/bundles of products that maximize revenue, and at the same time, can be managed/executed scalably
  • AsMichael mentioned, companies need the right technology infrastructure to manage increasingly complex businesses (from x and y to z)Diagram – illustrates our end-to-end solution, managing the entire digital value chain; open, agnostic approach to integrating with core technologies/systems to running businessesProduct Packaging – critical element to capturing/maximizing rev opportunities…Key benefits – with the right infrastructure, you put yourself in a position to….1,2,3Key requirements – there are jobs/capabilities which help drive good productization practices; ABM platform provides this
  • Questions?

Forrester Research: Building a Proprietary Audience Business.” Forrester Research: Building a Proprietary Audience Business.” Presentation Transcript

  • Building a Proprietary Audience – Win the Interactive Marketing Game Presenters: Michael Greene, Analyst Manu Warikoo, VP of Product & SolutionsClient logo goes here September 13, 2011
  • Building a proprietary audience businessMichael Greene, AnalystSeptember 13, 20112 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
  • Key questions for today Why do digital publishers need to consider building a proprietary audience business? How should publishers approach this new market opportunity?3 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • No matter the medium, publishers have always been in the business of selling audience .4 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • What do we mean by audience targeting today? Targeting based on user attributes such as surfing or search behavior, demographic characteristics, or mindset that does not rely solely on specific site or content adjacency.5 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • But digital technology has altered the ways buyersand sellers think about reaching the right audience6 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Two critical factors create an audience imperative fordigital publishers Evolving A new buyer competitive behavior landscape7 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Last year, marketers told us that buying audiencewas major spending driver 58% 48% 39% 31%8 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Agency buyers are taking note, putting a priority onaudience targeting9 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Direct buys are still the norm, but programmatic buying is rapidly rising in prominence10 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Agency buyers are turning to a diverse mix of mediapartners 11 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Digital publishers are also facing a new breed of competition.12 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Advertisers have nearly unlimited options for how they can spend their money on audience13 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • What does this all mean?  Advertisers and their agencies are embracing audience targeting opportunities through both traditional and programmatic buying methods  A diverse competitive set means digital publishers can’t afford to sit still. They must evaluate audience-related opportunities to capture new budgets and take share of existing spend  Successful publishers will command a premium through both differentiated media and differentiated audience data14 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Publishers of all kinds are stepping up to meet evolving buyer demands  Large publishers like NBC-Universal are building audience targeted ad products to sell across both direct and indirect sales channels  Niche publishers like Forbes are leveraging audience data to provide extended reach and new insights to advertisers15 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Building a proprietary audience business: A three step approach Evaluate and Assess your Execute a go control your market to market data assets opportunities strategy16 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Step 1: Evaluate and control your data assets  Start with a data audit. Look at multiple sources of data that could potentially come together – site-side audience behavior, CRM data, offline data, etc…  Examine current sales channels. Many publishers are already selling audience today, often through third-party sales channels. Identify these relationships and how they are packaging your media and data.  Identify unauthorized data use (i.e. data leakage). It’s tough to build an audience business if third-parties are selling your audience without your consent. Use a data protection tool to identify any cases of unauthorized data use.17 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Step 2: Asses your market opportunities Which suits your data assets and advertiser opportunities? Media-focused monetization Data-focused monetizationThird-party data First-party data Publisher trading First-party data RTB-enabledtargeting targeting desk sales data cooperation • Apply third- • Package • Publisher • Sell proprietary • Similar to first- party data to together conducts data through party data inventory proprietary data audience open data targeting, but and media for extension exchanges with execution direct sales campaigns on through behalf of programmatic advertiser channels 18 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Step 3: Execute  Build the right products. Publishers will have to decide whether they build custom for advertisers, build a steady suite of audience products, or a some of both.  Invest in the right technology infrastructure. From building audience segments to forecasting inventory availability, publishers will need a more extensive toolset to manage a more complex business.  Invest in the right personnel. Building a proprietary audience business will require new skill sets across sales and ops teams. Look for individuals with strong analytical skills and an understanding of the language of audience data.19 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Summing it up: identify your audience opportunities now  Audience buying doesn’t replace content adjacency. Buyers tell us that content and audience need to work together. Find ways to deliver both to media buyers through bundled products and a wider array of ad products.  Create the right sales incentives. Selling audience is a new skill set for most sales organizations. There is no one-size fits all organizational model, but proper incentives are critical.  Know your limitations. Publishers with limited scale or less valuable audience data will have different , less profitable opportunities than larger or data rich publishers. Evaluate your priorities accordingly.20 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • What it means: Publishers must prepare for greater product complexity across marketing, sales and operations. Publishers will need to embrace structures to help manage this complexity. .21 © 2011 Forrester Research, Inc. Reproduction Prohibited
  • Advertising Business Management Operative Manu Warikoo, VP Product & Solutions September 13, 2011Client logo goes here 12/23/2011 Proprietary and Confidential.
  • 23 About Operative 11 years of deep domain expertise in digital advertising media An estimated $6B in global ad revenue runs through our Advertising Business Management solutions Work with more than 200 leading media companies, networks, and agencies, including MSN, NBC, Pandora, Dow Jones, OMD More than 300 employees in New York, London, São Paulo, Melbourne, and BangaloreClient logo goes here 12/23/2011 Proprietary and Confidential.
  • 24 The Solution: Advertising Business Management Adopting a Productization Strategy: ① Helps capture maximum revenue ② Enables operational efficiency ③ Allows you to measure product Product Packaging performance (Audience) Key Requirements: ① Ability to sell bundled products ② Rate card management tools ③ Discipline around SalesClient logo goes here 12/23/2011 Proprietary and Confidential.
  • 25 Questions?Client logo goes here 12/23/2011 Proprietary and Confidential.
  • 26 Thank You Manu Warikoo | mwarikoo@operative.com www.operative.com Michael Greene | mgreene@forrester.com www.forrester.comClient logo goes here 12/23/2011 Proprietary and Confidential.