1030 omma display joanna o connell

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  • Delete second Name/Title if not needed, but be sure to keep the Month Day, Year information. For a teleconference, after the date, add a period and “Call in at XX:55 p.m. Eastern time” (change the time to five minutes prior to the start of the teleconference).
  • Especially when we’re talking about audience and other broad based buying
  • One CPG marketer told us: “Transparency is the big word. The development of the DSPs and new targetingcapabilities has generated this deeper level of transparency.”
  • http://www.google.com/imgres?imgurl=http://www.concurringopinions.com/wp-content/uploads/2011/05/transparency.jpg&imgrefurl=http://www.concurringopinions.com/archives/2011/05/the-price-of-law-school-cost-transparency.html&usg=__bYFes_hlp06okJnFBvRuEB0bzG8=&h=817&w=894&sz=104&hl=en&start=0&zoom=1&tbnid=NOHFXnMPAg-BvM:&tbnh=140&tbnw=151&ei=eq3vTZ2PNunn0QHAqsHbAw&prev=/search%3Fq%3Dtransparency%26um%3D1%26hl%3Den%26sa%3DN%26rlz%3D1T4ADRA_enUS382US383%26biw%3D1436%26bih%3D627%26tbm%3Disch&um=1&itbs=1&iact=rc&dur=63&page=1&ndsp=21&ved=1t:429,r:0,s:0&tx=1203&ty=243Highlighting new areas:Select the bracket group from the right bracket. Hold SHIFT and pull cursor down over the next bullet item. Select the previously highlighted text and in the HOME tab unclick the [B] button for bold, and click on the [A]buttonand choose the gray swatch (Gray-50%, Accent 5) second to last in the top row of the palette. Select the text for the newly highlighted area and click the [B] button for bold, and click on the [A]buttonand choose black.
  • http://www.google.com/imgres?imgurl=http://complextosimple.files.wordpress.com/2010/11/marbles_thumb.jpg%3Fw%3D480%26h%3D340&imgrefurl=http://simpleprogrammer.com/2010/11/09/back-to-basics-cohesion-and-coupling-part-2/&usg=__sixvZEBGeNpSLMV7a5VKtbUo6ck=&h=340&w=480&sz=44&hl=en&start=144&zoom=1&tbnid=luyvPm2XmhfPUM:&tbnh=142&tbnw=195&ei=zK_vTcDLAsrX0QGZ-unaAw&prev=/search%3Fq%3Dgranularity%26um%3D1%26hl%3Den%26sa%3DN%26rlz%3D1T4ADRA_enUS382US383%26biw%3D1436%26bih%3D627%26tbm%3Disch&um=1&itbs=1&iact=rc&dur=78&page=8&ndsp=21&ved=1t:429,r:20,s:144&tx=99&ty=82
  • http://www.google.com/imgres?imgurl=http://authenticplayer.files.wordpress.com/2010/05/driver-seat.jpg&imgrefurl=http://authenticplayer.wordpress.com/2010/05/10/get-back-in-the-drivers-seat/&usg=__iDNSL8FveNEXuzA2H1VtgXLbXco=&h=400&w=500&sz=133&hl=en&start=0&zoom=1&tbnid=OVgmChdgsN657M:&tbnh=149&tbnw=186&ei=i6_vTbLaGKXg0QH6t7DbAw&prev=/search%3Fq%3Din%2Bthe%2Bdriver%2527s%2Bseat%26um%3D1%26hl%3Den%26sa%3DX%26rlz%3D1T4ADRA_enUS382US383%26biw%3D1436%26bih%3D627%26tbm%3Disch&um=1&itbs=1&iact=rc&dur=125&page=1&ndsp=18&ved=1t:429,r:0,s:0&tx=162&ty=103
  • The days of the three martini lunch are waningSource: http://www.apartmenttherapy.com/uimages/kitchen/2010_04_16-3MartiniLunch4.jpg
  • Especially when we are talking about EVERYTHING but the most unique and custom of programs
  • 1030 omma display joanna o connell

    1. 1. 1 © 2011 Forrester Research, Inc. Reproduction Prohibited
    2. 2. The Future of Digital Media BuyingJoanna O’Connell, Senior AnalystNovember 7, 20112 © 2009 Forrester Research, Inc. Reproduction Prohibited 2011
    3. 3. It’s more than an evolution in media buying. It must be a revolution.3 © 2011 Forrester Research, Inc. Reproduction Prohibited
    4. 4. Digital media buyers have faced unprecedentedchange over the last 15 years Mid-1990’s Early-2000’s Mid-2000’s • Small handful of sites • Thousands of sites to • Millions of sites to to choose from choose from choose from • Manual, site level • Manual site level • Increased reliance on negotiation, buying and growing number of management, management undifferentiated optimization, and continues but… networks for reach and reporting efficiency • …supplemental reach • Focus on content- and efficiency found • Lack of visibility and based buying as a through ad networks insight frustrates proxy to reach buyers and their desired audience • Continued reliance on clients content as proxy for audience though • Increase in audience remarketing is a sign targeting options; of a changing tide interest in audience buying grows4 © 2011 Forrester Research, Inc. Reproduction Prohibited
    5. 5. Thank you, RMX & MediaMath, for opening my eyes5 © 2011 Forrester Research, Inc. Reproduction Prohibited
    6. 6. Exchanges and DSPs illuminated issues we didn’teven know existed • Opaque Pricing– undisclosed margins (differential between price paid to publisher and charged to • Price Transparency – auction based buyer) leaving buyers in the dark as media pricing model increases to “real” impression value impression-level price transparency • Media bundling – impressions • Granularity– cherry picking impressions typically sold packaged in bundles allows buyers to choose only those of 1000, limiting buyer’s ability to desired impressions and bid at the pick and choose only desired impression level, de-averaging pricing impressions based on expected return • Lack of placement level • Control – buyer can sit “in the driver’s transparency – site lists often seat”, making the buying decisions, provided, but no guarantee of pulling the optimization levers placement on any given site, or site level reporting • Insight – more transparent buying, optimization and reporting means • Black box optimization –optimization deeper insights and the knowledge methods largely opaque to end needed to make repeatable decisions buyer; little insight into what drove performance and why6 © 2011 Forrester Research, Inc. Reproduction Prohibited
    7. 7. Transparency7 © 2011 Forrester Research, Inc. Reproduction Prohibited
    8. 8. Granularity8 © 2011 Forrester Research, Inc. Reproduction Prohibited
    9. 9. Control9 © 2011 Forrester Research, Inc. Reproduction Prohibited
    10. 10. Insight10 © 2011 Forrester Research, Inc. Reproduction Prohibited
    11. 11. Buyers and sellers alike are trying to figure it all out Trading Desk SSPs DSPs Ad Networks Publisher Agency Client Exchanges Data Providers11 © 2011 Forrester Research, Inc. Reproduction Prohibited Data
    12. 12. Entrenchment remains an issueThe three martini lunch model has a strong legacy12 © 2011 Forrester Research, Inc. Reproduction Prohibited
    13. 13. And buyers have been taught to haggle on price13 © 2011 Forrester Research, Inc. Reproduction Prohibited
    14. 14. The old skills don’t necessarily translate in this newworld14 © 2011 Forrester Research, Inc. Reproduction Prohibited
    15. 15. Change is painful and happens slowlyMedia Partner Flight Placements CPM Monthly Spend Total Spend Total ImpressionsPublisher 1 Jan 1 - March 31 ROS $ 10.00 $ 35,000.00 $ 105,000.00 10,500,000Publisher 2 Jan 1 - March 31 ROS $ 8.00 $ 25,000.00 $ 75,000.00 9,375,000Publisher 3 Jan 1 - March 31 ROS $ 12.00 $ 45,000.00 $ 135,000.00 11,250,000Ad Network 1 Jan 1 - March 31 RON $ 0.75 $ 50,000.00 $ 150,000.00 200,000,000Ad Network 2 Jan 1 - March 31 RON $ 1.00 $ 50,000.00 $ 150,000.00 150,000,000Ad Network 3 Jan 1 - March 31 RON $ 1.15 $ 50,000.00 $ 150,000.00 130,434,783Ad Network 4 Jan 1 - March 31 RON $ 0.85 $ 50,000.00 $ 150,000.00 176,470,588Ad Network 5 Jan 1 - March 31 RON $ 1.00 $ 50,000.00 $ 150,000.00 150,000,000Ad Network 6 Jan 1 - March 31 RON $ 1.25 $ 50,000.00 $ 150,000.00 120,000,000Ad Network 7 Jan 1 - March 31 RON $ 3.00 $ 50,000.00 $ 150,000.00 50,000,000Ad Network 8 Jan 1 - March 31 RON $ 2.25 $ 50,000.00 $ 150,000.00 66,666,667Ad Network 9 Jan 1 - March 31 RON $ 1.25 $ 50,000.00 $ 150,000.00 120,000,000Ad Network 10 Jan 1 - March 31 RON $ 1.00 $ 50,000.00 $ 150,000.00 150,000,000DSP Jan 1 - March 31 RON $ 0.75 $ 50,000.00 $ 150,000.00 200,000,000Total $ 1,965,000.00 1,544,697,038 Loss of Frequency Control Overlap Waste 15 © 2011 Forrester Research, Inc. Reproduction Prohibited
    16. 16. In the long term, media buyers must specialize Strategy16 © 2011 Forrester Research, Inc. Reproduction Prohibited
    17. 17. Specialization, centralization, and data will rule In-house Trading Desk Data Management and Analytics Platform Centralized Media Buying Platform Online Video Trading Desk Independent Mobile Search Real Time Biddable Supply Sources Addressable TV Client Display Programmatic Buyers Publisher Direct Party Data 1st and 3rd Experience Buyers Brand Publisher Direct Publisher Direct17 © 2011 Forrester Research, Inc. Reproduction Prohibited
    18. 18. The best thing you can do is educate yourselfRTB ATD DSP Data Exchange SSP DMP18 © 2011 Forrester Research, Inc. Reproduction Prohibited
    19. 19. And if you’re a client, understand how your money isbeing spentMedia Partner Flight Placements CPM Monthly Spend Total Spend Total ImpressionsPublisher 1 Jan 1 - March 31 ROS $ 10.00 $ 35,000.00 $ 105,000.00 10,500,000Publisher 2 Jan 1 - March 31 ROS $ 8.00 $ 25,000.00 $ 75,000.00 9,375,000Publisher 3 Jan 1 - March 31 ROS $ 12.00 $ 45,000.00 $ 135,000.00 11,250,000Ad Network 1 Jan 1 - March 31 RON $ 0.75 $ 50,000.00 $ 150,000.00 200,000,000 ?Ad Network 2 Jan 1 - March 31 RON $ 1.00 $ 50,000.00 $ 150,000.00 150,000,000Ad Network 3 Jan 1 - March 31 RON $ 1.15 $ 50,000.00 $ 150,000.00 130,434,783Ad Network 4 Jan 1 - March 31 RON $ 0.85 $ 50,000.00 $ 150,000.00 176,470,588Ad Network 5 Jan 1 - March 31 RON $ 1.00 $ 50,000.00 $ 150,000.00 150,000,000Ad Network 6 Jan 1 - March 31 RON $ 1.25 $ 50,000.00 $ 150,000.00 120,000,000Ad Network 7 Jan 1 - March 31 RON $ 3.00 $ 50,000.00 $ 150,000.00 50,000,000Ad Network 8 Jan 1 - March 31 RON $ 2.25 $ 50,000.00 $ 150,000.00 66,666,667Ad Network 9 Jan 1 - March 31 RON $ 1.25 $ 50,000.00 $ 150,000.00 120,000,000Ad Network 10 Jan 1 - March 31 RON $ 1.00 $ 50,000.00 $ 150,000.00 150,000,000DSP Jan 1 - March 31 RON $ 0.75 $ 50,000.00 $ 150,000.00 200,000,000Total $ 1,965,000.00 1,544,697,038 19 © 2011 Forrester Research, Inc. Reproduction Prohibited
    20. 20. 20 © 2011 Forrester Research, Inc. Reproduction Prohibited
    21. 21. Thank youJoanna O’Connell+1 212.857.0718joconnell@forrester.comwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited

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