UH-OH: It’s the end of ad inventory as you know it (and how you can still feel fine).
Upcoming SlideShare
Loading in...5
×
 

UH-OH: It’s the end of ad inventory as you know it (and how you can still feel fine).

on

  • 1,694 views

A provocative look at the future of the ad impression, and how the evolution of agencies and publishers may or may not result in its demise -- or devaluation.

A provocative look at the future of the ad impression, and how the evolution of agencies and publishers may or may not result in its demise -- or devaluation.

Statistics

Views

Total Views
1,694
Views on SlideShare
1,538
Embed Views
156

Actions

Likes
1
Downloads
14
Comments
0

1 Embed 156

http://www.ianschafer.com 156

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

UH-OH: It’s the end of ad inventory as you know it (and how you can still feel fine). UH-OH: It’s the end of ad inventory as you know it (and how you can still feel fine). Presentation Transcript

  • UH-OH.
    It’s the end of ad inventory as you know it (and how you can still feel fine).
    Ian Schafer, CEO & Founder,
    March 1, 2011
    Heckle me @ischafer.
  • Brands are pulling agencies in directions that will force them to move into territory that will be dangerous to the traditional online inventory model.
  • “Engagement” isn’t just gaining momentum.
    It’s gaining a more significant share of spending.
  • The good news: There is still time to lead.
    The bad news: Demands for “quality engagement” must be met.
    Engagement is more difficult to buy, and more difficult to sell.
  • Online branding may soon not have a home.
  • We are waking up to the fact that “branding” is difficult to measure.
    But there is promise for “connections”.
    Impressions will be evaluated upon how hard they work.
  • “Inventory” is headed into some scary territory as buyers seek ultimate efficiency..
  • Inventory will become marginalized.
    Automation will further commoditize inventory unless targeting compensates for it.
    Lack of inventory scarcity will force advertisers to continually attempt to hack attention through other means.
  • Platforms are gaining power.
    And it’s changing everything.
  • More time is spent “using” platforms than “reading” websites.
    Platforms like Facebook, Twitter,Foursquare and Zynga are leading the charge in experimenting with new ways to engage.
    It’s no longer just about adding value to consumers – it’s about adding utility and enhancing experiences.
  • TOO COMMODITIZED
    WHERE THE GOOD STUFF IS GOING
    TOO SPECIALIZED
    TOO INEXPENSIVE
  • “Strangely enough, it seems that the more information that is made available to us, the less well informed we become.
    Decisions become harder to make, and our world appears more confusing than ever.”
    Jeremy Rifkin, Entropy: A New WorldView, The Viking Press, 1980
  • “Mo’ money, mo’ problems.”
    P. Diddy
  • Can ad impressions withstand increasing ROI demands, falling CPMs, and even more measurement proxies?
  • Engagement models are making progress. Develop your own.
    Be aware of inventory polarity and marginalization, and embrace or reconfigure.
    The platform era is here. Play nicely with others.
    Agency evolution is going to impact the definition, delivery, and sale of “inventory”. Figure out how to sell to new breeds.
    Effectively define and measure engagement or be left behind.
  • Those that are most adaptable
    to change will survive.
  • THANKS.
    www.deepfocus.net
    @deepfocus
    www.ianschafer.com
    @ischafer