Your SlideShare is downloading. ×
I dont want to buy what you have to sell
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

I dont want to buy what you have to sell

840

Published on

this was a presentation given

this was a presentation given

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
840
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Betting the farm on online
  • 2. agenda • Digital publishing market • Revenue opportunities • High level systems match • Next steps
  • 3. Where is the money? 0% 20% 40% 60% 80% 100% 120% 0 500 1000 1500 2000 2500 3000 3500 4000 est Revenue est gross margin
  • 4. Traditional Advertising model is inherently non optimised.
  • 5. Audience price wastage
  • 6. In a low transaction cost world… • What is the media revenue model – Platform – Content – Audience Data
  • 7. Behavioural Targeting Data optimization (Bizo, Quantcast, adchemy) Data Exchanges (Bluekai, eXelate, Rapleaf) Google AdX AdWords (+ access to GCN) AdSense Workflow (DSM, freewheel does as well) Video serving with DRM, etc (eg Instream, Freewheel DNB, Adify, etc) Video players Freewheel, Brightcove Ad Planners (eg Google Ad Planner, Comscore, Akamai) Analytics (Omniture, GA, etc) Adsense Backfill Direct Sales Billing systems (eg SAP) External “Sales House” Advertiser Agency/ Ad Network / Affiliate Network Buyers Sellers Publisher Website SSP: Seller Optimizing (Rubicon, Admeld, Pubmatic) Adservers DFP / other Media Buyers (vivaki, Atom, cadreon) Dart Search MSN Deal Deal DFA / other Buyer info Seller info eCPM (optimize) Adapt (optimize) CRM (eg Salesforce) Data suppliers and consolidators (eBay, Expedia) (Business Objects, SAS, Claritas) Online Ad Technology Ecosystem Planning tools (Aprimo, Unica) Mobile Ad serving Creative Optimization (Teracent, Adready) Demand Side Platforms (DataXu, Turn, InviteMedia) Verification Attribution (DoubleVerify, mPire) Other Ad Exchanges AdECN RighMedia OpenX Advertising.co m Ad Networks Vertical, Horizontal, targeted , performance Google CN Implementation, migration & IntegrationMarketer Services Exchange Brokering Private Network Email
  • 8. Overall Advertising Media total 30% 45% 20% 5% mobile premium search network social
  • 9. Premium value chain - media 100% spend 15% 4% 1% 30% 49% publisheragency Advertiser Adserver publisher Adserver Sales comms data 1%
  • 10. total 15% 40% 5% 5% 5% 30% Network Value Chain – Audience Advertisers Ad Network Data Provider Ad Exchange (SSP) Ad Serving Platform Publisher Source: JEGI estimates/2010 IAB report Agency (DSP)
  • 11. Starving at the feast?
  • 12. Price disruption • The death of rate cards and (almost) limitless supply disrupted traditional media pricing
  • 13. Audience Reach model Mass audience Niche Audience Known audience Transaction costs
  • 14. Per Audience Value Mass audience Niche Audience Known audience
  • 15. Your biggest asset Is your biggest liability
  • 16. People Culture Budgets
  • 17. What got you here, wont get you there
  • 18. High level systems view CMS (web and mobile) cosmo Marie claire Oprah etc Custom components Custom components Storage, hosting, technical support, systems updating Editorial, content management Analytics and reporting User management, audience management segmenta tion Newsletters, sms Ad serving, trafficki ng API special special special special special special special special special special special special Ad sales publishing editorial Contentpromotion(ads,SEO,SEM,etc)
  • 19. Who does what? CMS (web and mobile) cosmo Marie claire Oprah etc Custom components Custom components Storage, hosting, technical support, systems updating Editorial, content management Analytics and reporting User management, audience management segmenta tion Newsletters, sms Ad serving, trafficki ng API special special special special special special special special special special special special Ad sales publishing editorial Contentpromotion(ads,Social,SEO,SEM,etc)

×