Vertical Networks V10

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Glam Media CEO Samir Arora's OMMA MediaPost Keynote Address on the Future of Internet Display Advertising and Vertical Networks

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Vertical Networks V10

  1. 1. Vertical Networks Premium Display Advertising The Rise and Rise of Distributed Media 2008 Glam Media Samir Arora, Nov, 2008 © Glam Media
  2. 2. Vertical Networks: Display Advertising Today 1 Online Advertising Today 2 Display Ad Market Today 3 The Story of Glam 4 Digital Targeting 5 Bringing Digital Primetime to Display Glam Media Samir Arora, Nov, 2008 © Glam Media
  3. 3. Advertising Growth: This has happened Before TV Ad Growth has 4 Big Volume Components Glam Media Source: Nielsen Media Research Custom Survey 2008 Samir Arora, Nov, 2008 © Glam Media
  4. 4. Online Advertising Today: Time Spent Internet is now #2 after TV, #1 for Young Adults & Teens Time Spent Time Spent vs Ad Spend 38% 38% Largest Upside Largest Downside Young Adult & Teens Glam Media Source: After TV: Nielsen Media Research Custom Survey 2008 Samir Arora, Nov, 2008 © Glam Media
  5. 5. Online Advertising Today: Time & Influence Online The Media Paradox of the Internet Least Authoritative Most Influential This is the reason most Newspapers, Magazines, and Radio are failing online. Like TV, the Internet is a less Authoritative Medium. Rather than go to than large “hits” media brands–Users go to mid–long tail sites with less authority, but are more influenced Glam Media Source: After TV: Nielsen Media Research Custom Survey 2008 Samir Arora, Nov, 2008 © Glam Media
  6. 6. Online Advertising Today: Internet Advertising Display is now 44% of total spend online Display 44% Glam Media Source: IAB, PWC, Display Details Company Estimate Samir Arora, Nov, 2008 © Glam Media
  7. 7. Display Ads Market Today: Total Confusion Glam Media MySpace Vertical Networks Social Networks Social Network Targeted Brash Network WebMD Bebo Active Athlete Network Slide Facebook Flixster Martha Circle Food Network iVillage Network Over 300 Networks Federated Media Gorilla Google Display Nation AdSense Casale Collective Portals: Yahoo Tribal Fusion Specific Media Blue Lithium ValueClick Yahoo Network MSN Ad.com AOL Glam Media Samir Arora, Nov, 2008 © Glam Media
  8. 8. Display Ads Market Today: Deciding what to Choose Start with the Big Rocks First! Premium PrimeTime Mass Volume Glam Media Samir Arora, Nov, 2008 © Glam Media
  9. 9. Display Ads Market Today: Display Ad Categories Use the 80-20 Rule: Focus on Only 4 Big Display Choices Social Networks Vertical Networks User Gen Content Premium Content Mass-Utility Niche-Targeted Targeted Ad Rep Social Vertical Networks Networks Direct Optimized Run of Network Premium Ad Networks Portals Response Targeted Remnant Portals Ad Networks Premium Content Mass-Horizontal Large-Reach Glam Media $0.10-$1 CPM $1-$4 CPM CPM $5-$8 CPM $8-100 CPM Samir Arora, Nov, 2008 © Glam Media
  10. 10. Display Ads Market Today: Remnant Ad Networks Move to Direct Response/ROI Model–Major Consolidation Glam Media Samir Arora, Nov, 2008 © Glam Media
  11. 11. Display Ads Market Today: Remnant Network Issues The supply and demand curve drop creating Pricing Pressure Up Market Down Market Ad Networks Pricing Pressure with New Supply, Lower Demand, and Lower CPM’s Glam Media $0.10-$1 CPM $1-$4 CPM CPM $5-$8 CPM $8-100 CPM Samir Arora, Nov, 2008 © Glam Media
  12. 12. Display Ads Market Today: The Reach of Portals With 74% Reach, Yahoo only has 7% of Internet Usage! % Reach of Internet Audience Today (comScore) % Usage of Web (PageViews) Source: comScore CEO Presentation Glam Media Samir Arora, Nov, 2008 © Glam Media
  13. 13. Display Ads Market Today: The Decline of Portals Driven by Google–Reach of Destinations is Declining Source: Kieth Teare, Fred Wilson Glam Media Samir Arora, Nov, 2008 © Glam Media
  14. 14. Display Ads Market Today: Power of the Foothills Vertical Networks Combine the Reach of the Mid & Long Tail Source: comScore MediaMetrix Glam Media Samir Arora, Nov, 2008 © Glam Media
  15. 15. Display Ads Market Today: Targeting Power List of Sites when Vertically Grouped have Reach Targeting Power This is the issue that is most miss-understood about Vertical Networks. If you only look at the publisher site list, you miss the change. In Verticals like Fashion, there are no major large sites online, but when you target by Fashion as a Vertical, it has very large reach. Source: comScore MediaMetrix Glam Media Samir Arora, Nov, 2008 © Glam Media
  16. 16. Display Ads Market Today: Portals + Ad Networks Remnant Ad Networks extend Portals with Non-Premium Reach Platform-A Yahoo! Network 93% 84% Tacoda Blue Lithium Ad.com Yahoo! AMN In Addition, Light Users Have more Page Views and Have a better chance of being reached. Source: comScore CEO Presentation Glam Media Samir Arora, Nov, 2008 © Glam Media
  17. 17. Display Ads Market Today: Portals Vs Verticals Vertical Networks help solve the decline of Usage of Portals In total reach, Glam for Women is 3 times larger than iVillage, in addition Glam Channels are leading in Premium Reach over Single Sites, Destinations and even Portals like Yahoo in Categories like Fashion, Health, Family, and Living. Source: comScore MediaMetrix Glam Media Samir Arora, Nov, 2008 © Glam Media
  18. 18. The Story of Glam: Verticals by Audience & Channel Virtuous Cycle of Expansion Audience Focus Channel Focus Style Living Health Family Entertainment Women 18-49 Fashion Home Health Mom’s Celebrities Glam Network Beauty Food Wellness Parenting Movies/TV Luxe Travel Eco Kids Music African American Men 18-49 Brash Network Glam Media Samir Arora, Nov, 2008 © Glam Media
  19. 19. The Story of Glam: Top 300 Brand Advertisers Glam Today: In 4 Years from launch–Top Brands of the World Glam Media Samir Arora, Nov, 2008 © Glam Media
  20. 20. The Story of Glam: Vertical Network Platform Audience Women 18-49 Groups: Spenders, Mom’s, Teens, Multi-Cultural Brand Publishers Advertisers Glam Publisher Network Display Brand Vertical Network Publishers Engagement Glam Platform Content Creators Video Agencies Media Companies E!, Lifetime, Sony, TV Guide Media, Data, Targeting Media Platforms Insight YouTube, Briightcove Indie Producers CelebTV, VideoJug, WatchMojo Developers Glam Applications Applications Video Search, Filtering, Curate, Ratings, Comments Glam Media Samir Arora, Nov, 2008 © Glam Media
  21. 21. Digital Targeting: Glam Evolution™ Targeting Brand Sense: Brand Engagement Accountability: 5 Point Targeting 1 Audience 2 Contextual 3 Behavioral 4 Primetime 5 Placement Glam Media Samir Arora, Nov, 2008 © Glam Media
  22. 22. Digital PrimeTime: Premium Vertical Display The Age of Online Brand Engagement Digital Primetime Helps Brands Create Desire and Engagement Online Display Ads Targeted Vertically Glam Media Samir Arora, Nov, 2008 © Glam Media
  23. 23. Online Advertising: Strategies to Succeed 1. Accountability– Full Reports and Results 2. Search/Text– Move to all Direct Response/Clicks 3. Branding Online– Premium Primetime Verticals 4. Large Destinations– Portals Declining 5. Remnant/Social Networks– Move to Direct Response 6. Integrated– Advertorials, eMail, User Immersion 7. Interactive– Test Video, Widgets, Applications Source: eMarketer, Company Glam Media Samir Arora, Nov, 2008 © Glam Media
  24. 24. Advertising Growth: Fundamentals are Strong Online Ad Growth will continue to Reach #1 Media over TV Source: Nielsen , eMarketer, Company Estimates Glam Media Samir Arora, Nov, 2008 © Glam Media
  25. 25. Display Ads Market Today: Display Ad Categories Use the 80-20 Rule: Focus on Only 4 Big Display Choices Vertical Premium Social Networks DR Targeted 80% Focus on Performance & Social Networks Vertical Networks 80% Focus on Targeting Self-Serve Ads in Utility Mode User Gen Content Premium Content Premium-Primetime Mass-Utility Niche-Targeted Select Targeted Opportunities Display Platforms & Tech Like Music for MySpace Vs Pure Ad Reps Firms Targeted Ad Rep Social Vertical Networks Networks Run of Optimized Network Ad Networks Portals Portal Destinations Remnant Ad Networks DR Targeted 80% Focus on Value: 80% Focus on Premium Remnant Portals Engagement Measured Price-Performance Ad Networks Premium Content Test Exchanges, Optimzed Mass-Horizontal Large-Reach Sharp Decline of Portals Networks, and Mass-Targeting and Top Destinations Glam Media $0.10-$1 CPM $1-$4 CPM CPM $5-$8 CPM $8-100 CPM Samir Arora, Nov, 2008 © Glam Media
  26. 26. The Drivers of Vertical Media: Top 10 Big Changes 1. People are going to 100’s of web sites: De-Portalization 2. The Rise of the Mid and Long-Tail 3. Massive increase of Professional Vertical Content 4. Increase and draw of Reality User Generated Content 5. Move to Non-Authoritative Media 6. Applications as Services, Cloud Network & Widgets 7. Change in Online use of Media Time to Your Time & Place 8. The Impact of Online Influencer Marketing 9. Search & Links driving Content–Article use over Home Page 10. Audience, Context, Behavior, Placement & Primetime Targeting Glam Media Samir Arora, Nov, 2008 © Glam Media

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