Slides digital now webinar 15 mei c
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This document summarizes a webinar on digital marketing. It included several presentations and panels on topics like the digital display ecosystem, app marketing, and digital media trends. The schedule included talks on the display ad ecosystem, app marketing, and digital media trends. There was also a discussion on emerging trends like programmatic buying and branded content. Polls were held to get attendee perspectives. The presentations provided information on various players in the digital marketing space like agencies, trading desks, ad exchanges, and DSPs. Key factors for successful app marketing discussed included focusing on the product and using promotional activities to drive initial engagement. Emerging trends highlighted the growing importance of social media, mobile, and data-driven targeting
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Slides digital now webinar 15 mei c
- 1. Webinars over digital marketing #dgtlnow13#dgtlnow13 Webinar 1: Ecosysteem
- 3. 20:00 Welkom en introductie 20:05 Het display Ecosysteem uitgelegd - Kick Zandbergen 20:25 App Marketing - Sjoerd Huitema 20:45 Break 20.50 Digital Media anno Now - Jonathan MacDonald 21:20 Wrap Up AGENDA #dgtlnow13#dgtlnow13
- 4. Moderatoren #dgtlnow13#dgtlnow13 Babs van Gisbergen Mobile Lauren van der Heijden IAB Themer Abourayan Automated Trading #dgtlnow13 Lauren van der Heijden IAB
- 5. Welke van de volgende trends zal geen hype blijken, maar is here to stay? POLL 1 • Content Curation • Second Screen • Programmatic Premium Buying • SoLoMo • Branded Content
- 6. Het Display Ecosysteem uitgelegd #dgtlnow13#dgtlnow13 Kick Zandbergen Google
- 7. Accuen Xaxis
- 8. Google Confidential and Proprietary 6 basis functies…
- 9. Google Confidential and Proprietary …Waarin de diverse aanbieders
- 10. Accuen Xaxis
- 11. Agencies: - Media agencies help companies to communicate with current and potential consumers and/or the general public. - Still control ~80% of all display budgets - All Holding Companies have a “trading desk” of some kind where they try to centralize Programmatic Buying - Highly entrenched media teams and relationships with RTB performance solutions providers/old school ad networks/direct publishers - Utilize a variety of technology players to test new media buying methods. Pretty much always willing to test and love the shiny new thing.
- 12. Trading Desks: - The specialized arms of larger media buying agency groups - Owned and operated by the major agency holding companies. - Some have built bidders (eg Xaxis), but most have outsourced technology to partners - Google has DVIP partnerships with: - Omnicom - Publicis - IPG - Dentsu - Aegis - Business model still a WIP—uncertain how central Trading Desk model will work with/compete with individual OpCos over time. Accuen Xaxis
- 13. Demand Side Platforms (DSPs): - Independent media buying technologies - Plug-in to and aggregate ad exchange inventory - Focus is on data and real-time bidding (RTB) capabilities to make smarter, automated media buying decisions - Some of these players are true enterprise technology providers (eg AppNexus), but most have survived by being RTB performance solutions providers; Google integrated invite into their tech stack: Google Bid Manager - Now includes Video specific DSPs - Videology - AdapTV
- 14. Ad Exchanges: - Enable publishers to monetize “non-guaranteed” inventory - Large exchange where buyers and sellers of inventory meet, bringing market efficiencies to display buying (comparisons to Wall St) - DoubleClick AdExchange and Right Media are by far the largest globally, - Facebook Exchange is the newest entrant Accuen Xaxis
- 15. Point Players: - Entire industry of companies specializing in one component of the media buying value chain. - These technologies will typically layer themselves on top of exchange and publisher inventory sources. - Many try to be RTB performance solutions providers Accuen Xaxis
- 16. Data Providers/DMPs - Aggregate large pools of data from a variety of sources - Provide segmentation management; really glorified cookie-pool management - Example: Expedia sells cookie data of a user searching for flights, BlueKai offers that data in its exchange as ‘In- Market Travel” and then manages an advertiser/agency’s “travel segments”
- 17. Creative Optimization: - This segment has mostly been acquired out of the eco-system - Teracent bought by Google - Dapper bought by Yahoo! - Adroit bought by MediaMath - Tumri bought by Collective
- 18. Ad Networks: - Aggregate and purchase inventory then resell it to advertisers (mostly using arbitrage model) - Serve need for agencies to access large volume of inventory without having to approach each individual publisher - Often specialize in brand-safe or verticalized inventory - Offer advanced targeting inputs such as retargeting - Most have adapted RTB technology of some kind, the largest network being the Google display network
- 19. Yield Optimization: - Platforms that address the issue on the publisher side of how to best monetize inventory - Goal is to protect and represent publisher interests in the landscape - Optimize to highest RPM across a wide variety of ad sources - Offer additional features such as brand safety checks - Google bought AdMeld in December 2011 and has integrated almost finalized the integration into Doubleclick AdExchange
- 20. Ad Servers: - Provide the actual technical component of serving the ad for the advertiser and the publisher - Provide a unified reporting and tracking system that allows advertisers to host all of their advertising efforts in one interface (including search) - Ad serving being integrated into new DSP & SSP offerings - AppNexus - OpenX - Video Ad Servers - Doubleclick (sell side integration with AdX, Audience, DMP etc)
- 21. Google Confidential and Proprietary Trends en ontwikkelingen • Automated premium • Meer mogelijkheden tot doormeten: §Cross media device meten en targeten §Tracking en waardering met de daadwerkelijk geziene impressies • Toename trading desks • Audience extension • Branded data
- 22. Door Automated Trading... POLL 2 • Daalt de gemiddelde advertentieprijs • Stijgt de gemiddelde advertentieprijs • Daalt de verkoop van creative premium content • Stijgt de verkoop van creative premium content
- 26. key learnings •Why it’s all about the product •What the role of promotional activities is for mobile concepts
- 28. X-factor Product SEO Display PR Social App Marketing: key factors Social PR Display SEO Product X-factor
- 29. Product SEO Display PR Social App Marketing: 5 key factors Social PR Display SEO Product timing
- 30. Product SEO Display PR Social App Marketing: 5 key factors Social PR Display SEO Product
- 31. dev.time: 16 months dev.time: 3 months
- 33. StyleToday Successful marketing burst, but not able to maintain users and grow them.
- 34. What To Wear Succesful marketingburst, and sticky app! Low growth; but also very low churn rate => net growth!
- 35. Keep It Simple can you tell the key benefit in one sentence? & Think Mobile! a lot of short usage moments on a small screen!
- 39. Product SEO Display PR Social App Marketing: 5 key factors Social PR Display SEO Product
- 40. Sharing Friends Community Sharing to FB, Twitter, LinkedIn, etc. Friends connected apps Social Networking The social pyramid
- 41. Product SEO Display PR Social App Marketing: 5 key factors Social PR Display SEO Product
- 43. Product SEO Display PR Social App Marketing: 5 key factors Social PR Display SEO Product
- 44. Launch 1 day ad campaign1 day ad campaign Display advertising leverage mobile ad campaigns by hitting the top charts
- 45. More on ad campaigns •Ad campaigns for (paid) apps never get a positive ROI • Independent of the network • Independent of the publisher •Implication: advertising is not a primary user acquisition channel for (paid) apps!
- 46. Product SEO Display PR Social App Marketing: 5 key factors Social PR Display SEO Product
- 48. ASO
- 53. REMEMBER It’s all about the product & promotional activities are there to start the engine!
- 54. Wat is de meest kritische succesfactor van App Marketing? POLL 3 • Product • X-factor • Social • PR • Display • SEO X-factor Product SEO Display PR Social
- 55. BREAK Webinars over digital marketing #dgtlnow13#dgtlnow13
- 56. Digital Media anno Now #dgtlnow13#dgtlnow13
- 58. the changing times three modern realities three pieces of advice
- 59. the changing times three modern realities three pieces of advice
- 60. capability & affordability of tech
- 61. corporate usage citizen usage time capability & a!ordability of technology corporate usage citizen usage technology adoption curve
- 63. the changing times three modern realities three pieces of advice
- 68. the new media mix
- 77. 3/3 mobilisation
- 88. 314,000 donations 21 female startups = pennies for life
- 92. the changing times three modern realities three pieces of advice
- 93. 1/3 start from strategy not tactics
- 94. 2/3 it’s not just about communications
- 95. 3/3 test & learn - remove the word ‘failure’
- 97. Monetization van mobiel bereik zal de komende jaren voornamelijk komen uit: POLL 4 • M-Commerce • Display Advertising • Location Based Services • Paywalls
- 99. #dgtlnow13#dgtlnow13 Bedenk en beschrijf in maximaal een half A4 het ideale marketingplan voor de Larklife app (zie video) ASSIGNMENT 1
- 101. #dgtlnow13#dgtlnow13
- 104. #dgtlnow13#dgtlnow13
- 105. Challenge and/or Contact me @jorisheuk joris@makerstreet.nl @jorisheuk
- 106. Senior Marketing Professionals (SMP) •5 PE punten voor het volgen van alle vier de sessies. •1 PE punten per losse sessie