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. 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.
- 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
- 15. Your biggest asset Is your biggest liability
- 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)