Presentation johan thorbjornsson_netric_sales

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Presentation from Johan Thorbjörnsson, NEN Nov. 16. 2010

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Presentation johan thorbjornsson_netric_sales

  1. 1. It’s a mess… What is really happening in the world around Nordic publishers? Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com
  2. 2. - “Are you freaking serious?” - “Yes I am”
  3. 3. 3 Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com Yield optimering PUBLISHERCENTRICS18% ADVERTISER CENTRICS 82% of market initiatives YourFriends
  4. 4. 4 Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com
  5. 5. Think about it…. …what would advertising be without publishers? …publishers and the users they represent are more important for advertisers than advertisers and brands are for publishers. …if you know your users – make them your prime asset, value their behaviors highly and charge advertisers and agencies accordingly in every layer! …make every behavior, impression, click and action count. There is value in everything, but do your analysis thoroughly – market in control and share your audience data wisely. Sharing is go(o)d! Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com
  6. 6. Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com
  7. 7. The rise of the SSP’s
  8. 8. The rise of the SSP’s …What is an SSP (Sell Side Platform)? Essentially a platform and partner mainly focusing on the increase of yields on publishers unsold ad inventory via daily, hourly and/or real time revenue optimizing. …Rubicon Project (Global), Netric (Nordic), AdMeld (US, UK, EU) PubMatic (EU) …packaging and providing the publisher with all available ad-network, DSP, exchange and third party revenue sources on the market …integrating with a multitude of platforms to refine the remnants as far as possible, but essentially letting as much money into the platform as possible. Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com
  9. 9. 9 Different Revenue sources – Different Capabilities Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com High Fill-rate Low CPM High CPM Low Fill-rate Webtraffic TradeDoubler Adaction Vendemore Microsoft Media Network Oridian Google Syndication Eniro Zanox Adoperator Mikkelsen Media WordOn Specific Media IQ-Medier Yieldivision Paxor Media She-Network Thunder Road AdBid AdJug Right Media
  10. 10. 10 Always, always, always…market in control Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com eCPM Time Max market avg eCPM
  11. 11. Advertising networks and sales houses 11 Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com Sell Side Platform User Data Audience Science (behavioural) Targeting technology Audience behaviour layering technology 2 Performance Data
  12. 12. 12 Put it all in a blender and you end up with… Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com Blogg.se Tyda.se Devote.se Bilddagbo ken.se Advertisers and Media Agencies WebTraffic Exchange Specific Media Sales house S S P
  13. 13. The DSP’s
  14. 14. What is a DSP? …A DSP is a platform specifically built to help advertisers and agencies to be able to make smarter (read cheaper) media buys. …i.e Turn (US), Invite Media (US and UK, GOOGLE). …Agencies: Starcom, Neo@Ogilvy, Havas, Dentsu etcetera… …as the DSP also integrated with behavioural and targeting technologies. …Then what is left? Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com
  15. 15. DSP (Demand side platform) 16 Two directions Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com SSP (Sell Side Platform) PUBLISHER ADVERTISERSANDAGENCIES - Data Driven - ROI Shopping platform - Tightly linked to agencies - Data Driven - Higher yields - Publisher focused STATUS QUO
  16. 16. Well what does that leave us with?
  17. 17. What are the challenges? …Data protection, …Is sharing actually go(o)d? …eCPM’s versus data. Can we protect it? …What is data actually worth? …Can the market cope with the change? …European examples Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com
  18. 18. Take aways Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com …Sharing IS good (when done wisely) …Establish what data is actually worth …Know your enemy enough to make profit from/together with them …Agencies and advertisers will screw you when chance is given. Now they have the tools. A fundamental change! …Give the control to your users – let the advertisers pay for what they do and how they engage with your site.
  19. 19. Merçi! Johan Thorbjörnsson Executive Sales Manager| www.netricsales.com

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