The SCIENCE-ification of Media

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This presentation discusses the opportunity posed by the "science-ification of media" where large quantities of consumer data are utilized to target and optimize everything from advertising to content which I posit will have broad and profound implications.

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The SCIENCE-ification of Media

  1. 1. THE SCIENCE-IFICATION OF MEDIA Terence Kawaja MATHMEN
  2. 2. SCIENCE-IFICATION What the hell does that mean?
  3. 3. Digital  is  just   now  finding  its   true  value  as  a   media  channel   Display  media  is   at  a  cri8cal   inflec8on  point  
  4. 4. I see the boys in Mountainview agree
  5. 5. Media  From  Evolu8on  to  Revolu8on   Phase   Tradi8onal   “New”   Online   Science-­‐ified   Time  Period   Prior  to  1990   1990  to  present   1995  to  present   2008  to  present   Gauge   Broadcast   Narrowcast   Targeted   Personalized   Channels   TV,  Radio,  Print   Cable,  Satellite  Radio,   Internet   Social,  Mobile,   Specialty  Magazines   Local,  Real  Time   Example   Companies   Business  Model   SubscripHon,       SubscripHon   ROI-­‐based   Data  Driven   Brand  AdverHsing   AdverHsing   Adver8sing  -­‐   Ecommerce   Content  Delivery   Push   Push   Pull   Real  Time  Push   Consumer  Choice   Few   Many   Infinite   Personalized   Pace  of  Growth   Slow   Accelerated   Rapid   Very  Rapid   Capital  Required   $$$$$$$$   $$$$$$   $$$   $   ©  LUMA  Partners  LLC  2010  
  6. 6. Like science-ified media, my drinking could be described as - SOCIAL - MOBILE - LOCAL - REAL TIME
  7. 7. Decline  Curves  and  the  Innovator’s  Dilemma   $ Cable TV ? Broadcast TV Radio Newspapers Management Cycle Directories Time Most traditional media companies are managing decline curves and are challenged to convert to the digital platforms ©  LUMA  Partners  LLC  2010  
  8. 8. There’s  No  Going  Back   ©  LUMA  Partners  LLC  2010  
  9. 9. Data  makes  it  all  possible  
  10. 10. Good idea What a mess! I need a drink
  11. 11. The  Display  Adver8sing  Technology  Landscape   ©  LUMA  Partners  LLC  2010  
  12. 12. Moving  Away  From  Point  Solu8ons   DSP SSP DMP INF ©  LUMA  Partners  LLC  2010  
  13. 13. Ecosystem-­‐Wide  Players   DSP SSP WHICH COMPANY WILL ANCHOR A CREDIBLE # 2? DMP INF ©  LUMA  Partners  LLC  2010  
  14. 14. Dark  Horse  Candidates   DSP SSP WHICH COMPANY WILL ANCHOR A CREDIBLE # 2? DMP INF ©  LUMA  Partners  LLC  2010  
  15. 15. Consolida8on  Has  Already  Begun   i ©  LUMA  Partners  LLC  2010  
  16. 16. The  Ad  Market  Opportunity  is  Much  Bigger   The advertiser needs to solve for: 1. Allocation 2. Optimization 3. Attribution Television Digital Print Radio OOH Display Search ©  LUMA  Partners  LLC  2010  
  17. 17. Media  is  becoming  personal   ©  LUMA  Partners  LLC  2010  
  18. 18. But  will  privacy  concerns  kill  the  opportunity?  
  19. 19. The Journal is doing an investigative series on advertising and privacy……I need a drink.
  20. 20. Implica8ons  for  the  Purchase  Funnel…   Purchase  Funnel   Metric Example  Companies     Impression   Display   CPM   Search   CPC   Lead   CPL   Data   Customer   CPA   Sale   Transac8on   Art   Science   ©  LUMA  Partners  LLC  2010  
  21. 21. …Include  a  Collapse  of  the  Funnel   Purchase  Funnel   Metric Example  Companies     Impression   Display   CPM   Search   CPC   Lead   CPL   Data   Customer   CPA   Sale   Transac8on   Art   Science   ©  LUMA  Partners  LLC  2010  
  22. 22. Think  Big:  More  Than  Just  Media   SEARCH   DISPLAY   CONTENT   CRM   ECOMMERCE   DESIGN   ©  LUMA  Partners  LLC  2010  
  23. 23. Science-­‐ified  Content  Discovery:  Publisher  Nirvana?   Real  Time  Web   Tradi8onal   On-­‐ramp:   Content  Distribu8on   Publisher Off-­‐ramp:   Traffic  Acquisi8on   ©  LUMA  Partners  LLC  2010  
  24. 24. I’ll plan the party Perhaps we should buy one of these media technology companies… ©  LUMA  Partners  LLC  2010  
  25. 25. Outlier  M&A  Interest  in  Media   ©  LUMA  Partners  LLC  2010  
  26. 26. Who knew? ©  LUMA  Partners  LLC  2010  
  27. 27. Digital  Compe88on:  Clash  of  the  Titans   ©  LUMA  Partners  LLC  2010  
  28. 28. A  winning  strategy   ©  LUMA  Partners  LLC  2010  
  29. 29. Thank  You   Terence  Kawaja   President  and  CEO   tkawaja@lumapartners.com   tkawaja   ©  LUMA  Partners  LLC  2010  

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