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I dont want to buy what you have to sell

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I dont want to buy what you have to sell I dont want to buy what you have to sell Presentation Transcript

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