Betting the farm on online
agenda
• Digital publishing market
• Revenue opportunities
• High level systems match
• Next steps
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
Traditional Advertising model is
inherently non optimised.
Audience
price
wastage
In a low transaction cost world…
• What is the media revenue model
– Platform
– Content
– Audience Data
Behavioural
Targeting
Data
optimization
(Bizo,
Quantcast,
adchemy)
Data Exchanges
(Bluekai,
eXelate,
Rapleaf)
Google AdX
A...
Overall Advertising Media
total
30%
45%
20%
5%
mobile
premium search network social
Premium value chain - media
100%
spend
15%
4%
1%
30%
49%
publisheragency Advertiser
Adserver
publisher
Adserver
Sales
comm...
total
15%
40%
5%
5%
5%
30%
Network Value Chain – Audience
Advertisers Ad Network Data
Provider
Ad Exchange
(SSP)
Ad Servin...
Starving at the feast?
Price disruption
• The death of rate cards and (almost) limitless
supply disrupted traditional media pricing
Audience Reach model
Mass audience
Niche
Audience
Known
audience
Transaction
costs
Per Audience Value
Mass
audience
Niche
Audience
Known audience
Your biggest asset
Is your biggest liability
People
Culture
Budgets
What got you here,
wont get you there
High level systems view
CMS (web and mobile)
cosmo
Marie
claire
Oprah etc
Custom
components
Custom
components
Storage, hos...
Who does what?
CMS (web and mobile)
cosmo
Marie
claire
Oprah etc
Custom
components
Custom
components
Storage, hosting, tec...
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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

  1. 1. Betting the farm on online
  2. 2. agenda • Digital publishing market • Revenue opportunities • High level systems match • Next steps
  3. 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. 4. Traditional Advertising model is inherently non optimised.
  5. 5. Audience price wastage
  6. 6. In a low transaction cost world… • What is the media revenue model – Platform – Content – Audience Data
  7. 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. 8. Overall Advertising Media total 30% 45% 20% 5% mobile premium search network social
  9. 9. Premium value chain - media 100% spend 15% 4% 1% 30% 49% publisheragency Advertiser Adserver publisher Adserver Sales comms data 1%
  10. 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. 11. Starving at the feast?
  12. 12. Price disruption • The death of rate cards and (almost) limitless supply disrupted traditional media pricing
  13. 13. Audience Reach model Mass audience Niche Audience Known audience Transaction costs
  14. 14. Per Audience Value Mass audience Niche Audience Known audience
  15. 15. Your biggest asset Is your biggest liability
  16. 16. People Culture Budgets
  17. 17. What got you here, wont get you there
  18. 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. 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)
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