Panel Ii Data Driven Performance Marketing
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Panel Ii Data Driven Performance Marketing

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Panel Ii Data Driven Performance Marketing Panel Ii Data Driven Performance Marketing Presentation Transcript

  • Jefferies & Company, Inc. Jefferies 3 rd Annual Internet Conference February 28, 2007 CONFIDENTIAL DRAFT Member, SIPC Panel II: Data Driven Performance Marketing
  • Panelists Joe Davis CEO David Liu Managing Director Internet & Digital Media Group Gurbaksh Chahal CEO Josh James CEO Art Shaw CEO
    • Panelists are
    • representative of the
    • data driven performance
    • marketing industry
    • Advertising Networks
    • Web Analytics
    • Content Sites
    1
  • Sector Snapshot 2 View slide
  • What Problem are We Solving?
      • "I know half the money I spend on advertising is wasted, but I can never find out which half" - John Wanamaker
      • “ Let advertisers spend the same amount of money improving their product that they do on advertising and they wouldn't have to advertise it ” - Will Rogers
      • "Advertising is on its deathbed and it will not survive long, having contracted a fatal case of new technology" - Roland T. Rust and Richard W. Oliver
    3 View slide
  • What is the Online Marketing Opportunity? Online Advertising Revenue 2005-2010E 1 Web Analytics Software Revenue, 2005-2010E 2
    • Source: Jefferies Research, 2006. Revenues include ad spend on search, display, text, and other advertising media. Does not include web analytics spend.
    • Source: IDC, 2006.
    ($ billions) ($ millions) 21.4% CAGR 15.5% CAGR 4
  • How Are Advertisers Spending Their Money? Direct Response Display Paid Search Branded Display
    • Source: MediaPost & InsightExpress survey of 39 online media profiessionals, July 2006.
    Affiliate E-mail Other Advertising Spend Allocation – Q2 2006 1 5
  • Who are the Advertising Network Players?
    • Note: Public companies labeled black; private companies labeled blue.
    • Source: comScore Media Metrix, February 2007.
    • * January 2006 statistics not available - DRIVEpm growth from March 2006; Euroclick growth from November 2006.
    (millions) Total Unique Visitors – January 2007 1 Advertising.com ValueClick Tribal Fusion Casale Media VendareNetblue Blue Lithium 24/7 Real Media DRIVEpm* Burst Media Euroclick*
    • Role of Ad Networks
    • Marketplace matching advertisers and Website publishers
    • For Advertisers
    • Outsourced placement and distribution of ads
    • Create, plan, optimize, and report campaigns
    • Broad reach and price economies of scale
    • For Publishers
    • Cost-effective means of selling inventory
    • Handle payment, processing: “love those checks!”
    6 29% 39%* 25% 29%* YoY Growth 23% 7% 15% 42% 58% 34% 148.4 129.7 115.9 109.9 101.1 94.9 90.5 88.2 77.0 75.1 0 20 40 60 80 100 120 140 160
  • Who are the Web Analytics Players? Omniture WebSideStory Coremetrics / Surfaid SAS Institute Sane Solutions Other SPSS WebTrends
    • Source: IDC, June 2006.
    Web Analytics Market Share – 2005 1 Note: Public companies labeled black; private companies labeled blue.
    • Role of Web Analytics
    • Provide visitor behavior metrics to online marketers
    • Marketers leverage these metrics to make data driven decisions resulting in more efficient spending and higher conversion rates
    • Ensure advertisers and publishers are staying honest!
    9.5% 12.9% 16.0% 9.7% 43.5% 4.4% 1.9% 2.1% 7
  • Meet the Panelists 8
  • Dave’s Top Ten 9
  • Dave’s Top Ten
      • We keep hearing about behavioral targeting. Are there any privacy concerns?
      • Will all advertising go performance based?
      • Agree or disagree?
        • “ Online fraud is out of control!”
        • “ Getting an accurate ROI is a pipe dream”
        • “ Online marketing will always suffer from leakage ”
      • Do you believe advertising networks and Web analytics companies compete? Why or why not?
      • 10. How are you exploiting the proliferation of rich media and video on the Web?
      • 1995
      • 1996
      • 1997
      • 1998
      • 1999
      • 2000
    10
  • Dave’s Top Ten (Cont.)
      • If you could LONG or SHORT any stock to exploit the next phase of data driven performance marketing what would it be?
      • If you could start ANY Internet based business in 2007 what would it be?
      • Hot or not?
        • Yahoo’s Panama
        • Microsoft’s adCenter
        • Auction based online advertising models
      • Who loses the most if you gain?
        • Traditional media?
        • Other online marketers?
      • What is your biggest competitive threat?
        • What are the big Internet companies doing? Worried?
      • 2001
      • 2002
      • 2003
      • 2004
      • 2005
      • 2006
    11