Solutions for Managing Media Fragmentation - ContextWeb

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    Solutions for Managing Media Fragmentation - ContextWeb - Presentation Transcript

    1. Solutions for Managing Media Fragmentation What’s Next In Marketing? December 2, 2008 Joe Kutchera Director of Spanish-Language Markets ContextWeb, Inc. [email_address]
    2. What’s Next in Marketing?
      • Media Fragmentation
      • Reaching Consumers in the Long Tail
        • New targeting technologies
        • Ad exchanges
      • Opportunities: Spanish-language markets
      • Today, media is fragmented
      • 13,500 radio stations (4,400 in 1960)
      • 17,300 magazine titles (8,400 in 1960)
      • 82.4 TV channels per home (5.7 in 1960)
      • And the Web…
      • Millions of sites
      • Billions of pages
      More media choices for consumers Fragmentation Today
    3. For The Advertiser – Where’s The Audience? Your Audience is Fragmenting
    4. Audiences leaving portals…
      • Page views on the top 3 portals declined 21% from 2004 to 2008
      • Internet page views grew by 21% during the same period
    5. Long-Tail Sites Garner Greater Share Source: (1) Compete, Inc, Jan 2007. Top 20 domains by unique users. (2) comScore Media Metrix. Top 100 domains by unique users. 38% Top Domains 62% Outside Top Domains 61% Outside Top Domains 39% Top Domains Time Spent Page Views
    6.  
    7. Fat Tail vs. Passion Tail 77% of online ad dollars Size of Sites # of Sites Pages of Passion Property 2007(est) 1 Google 26% 2 Yahoo! 15% 3 eBay 8% 4 MSN 7% 5 AOL 7% 6 Monster 4% 7 IAC 3% 8 Fox Interactive 2% 9 Gannett 2% 10 CareerBuilder 2%
    8. The Long Tail is The Passion Tail
      • Consumers use the “Long Tail” to pursue their passions.
      • Brands want passionate users.
      • Passionate users are in the right mindset for a brand message.
      Consumers live their “passion” across sites of all sizes
    9. Marketplace Response
      • Ad Networks – Over 300
        • But now in decline
          • Inefficiency
          • Biased
        • Category specialty
          • Approximately 75 niche networks e.g. Travel Ad Network
        • Technology specialty
          • Behavioral, contextual
    10. Marketplace Response: Ad Exchanges
    11. New Ways to Target Consumers
      • Contextual Targeting
        • Autos
        • Finance
        • Entertainment
        • Sports
      • Behavioral Targeting
        • Outdoor sportsman
        • Family planner
        • BDM: Business Decision Maker
      • Geo-targeting: Country, State, City, etc
    12. New Ways to Target Consumers
      • Content category targeting
      • Search / Keyword
        • Search engines
        • Content pages
      • Creative re-targeting
        • Follow-up offers
      • Language Targeting
    13. Benefits to Ad Exchanges
      • Still friction in buying media
        • Paper IOs, faxes, phone calls
        • Lack of control, lack of transparency
      • Ad Exchanges can automate and provide control and transparency.
      • Where is the Long Tail in these solutions?
        • Portals have no “tail”
        • Consumers spend a majority of their time on long tail sites
      • Ad Exchanges allow publishers to participate and control pricing.
      • Where is brand-safe media that can scale for the advertiser?
        • Advertisers that use portals and site specific buys need more reach
        • More brand dollars are coming onto the web
      • Ad Exchanges can allow the advertiser various placement controls.
    14. Top 10 Languages on the Internet
    15. Most Spoken Languages in World
      • Mandarin: 873,000,000
      • Hindi: 366,000,000
      • Spanish: 322,300,000
      • English: 309,350,000
      • Arabic: 206,000,000
      • Portuguese: 177,500,000
      • Bengali: 171,000,000
      • Russian: 145,000,000
      • Japanese: 122,400,000
      • German: 95,400,000
    16. U.S. Hispanics: A Fragmented Audience
    17. Media Planning Check List
      • Are changes in media consumption fragmenting your target audience?
      • Are you reaching consumers in the long tail?
      • Are you reaching out to new, fast-growing markets among Hispanics or globally to grow your business?
    18. Thank you! ContextWeb: http://www.ContextWeb.com Join ADSDAQ: http://www.ADSDAQ.com Visit our Blog: http://blog.contextweb.com Joe Kutchera Director of Spanish-Language Markets ContextWeb, Inc. [email_address]
    19. Questions for Your Ad Exchange
      • Inventory
        • Remnant or premium inventory?
        • Spot market (bided) vs. futures market (reserved inventory)?
        • Safe for brands or direct only?
        • Designed for agency and/or SEM workflow?
        • Self service or full service?
      • Pricing
        • Control of pricing for buyer and seller?
        • Pricing models: CPM, CPC, CPA?
        • Centralized billing?
      • Targeting available
        • Contextual, behavioral, other?
        • Graphical, rich media, text formats?
      • Publisher types
        • Long Tail and/or large site and/or ad network inventory?
        • Inventory from content sites and/or social media?
      • Actionable Insight
        • Insights you can use across a campaign, brand or client?

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