Admonsters breakoutsessions for Admeta

747 views

Published on

Presentation around the digital media market and how media exchanges play a role and how established publishers can regain control @ admonsters publishers forum in Barcelona

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
747
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Admonsters breakoutsessions for Admeta

  1. 1. Experiences with a closed ad exchange<br />Admonsters publisher forum<br />Barcelona<br />Wouter Hulst<br />independent consultant for Admeta<br />wouter.hulst@btbcommerce.nl<br />1<br />
  2. 2. Storyline<br />Introduction <br />Don’t get stuck in the middle<br />How do the unsold markets currently work<br />Making exchanges work for established publishers<br />Getting started<br />2<br />© BTB Commerce B.V. <br />strictly confidential<br />
  3. 3. Introduction<br />background in IT, marketing and media<br />Marketing and commercial leadership<br />3<br />© BTB Commerce B.V. <br />strictly confidential<br />
  4. 4. Conclusion<br />4<br />with a private exchange established publishers regain control on their commercial strength and inventory whilst offering advertisers a professional service in a known media environment<br />
  5. 5. 5<br />Digital advertising products are growing aggressively<br />
  6. 6. 6<br />Publishers are focussingonboth brand- and performance based marketing<br />branding<br />performance<br />sponsored content<br />cps<br />fixed positions<br />cpl<br />radicals<br />bt<br />Low cpm<br />cpc<br />cpm<br />
  7. 7. 7<br />radicals<br />cpm<br />Market profitability<br />bt<br />fixed positions<br />sponsored content<br />cpc<br />exchange<br />market<br />cpl<br />cps<br />Market growth<br />
  8. 8. 8<br />Zooming in on the exchange market – performance driven<br />
  9. 9. 9<br />It’s a marketplace where supply and demand should be in perfect balance<br />
  10. 10. <ul><li> Infinite amount of buyers and sellers
  11. 11. Zero entry/exit barriers
  12. 12. Perfect information
  13. 13. Transactions are costless
  14. 14. Firms aim to maximize profits
  15. 15. Homogeneous products</li></ul>10<br />But is it a marketfor perfect competition to balans supply and demandeffectivly<br />
  16. 16. <ul><li> Infinite amount of buyers and sellers
  17. 17. Zero entry/exit barriers
  18. 18. Perfect information
  19. 19. Transactions are costless
  20. 20. Firms aim to maximize profits
  21. 21. Homogeneous products</li></ul>11<br />But is it a marketfor perfect competition to balans supply and demandeffectivly<br />
  22. 22. 12<br />growth in impressions<br />growth in spending<br />
  23. 23. 13<br />demand<br />supply<br />price<br />p1<br />P2<br />q1<br />q2<br />quantity<br />
  24. 24. 14<br />In imperfect markets a downward pressure excist if supply outperforms demand<br />
  25. 25. 15<br />So – what did we capture:<br />No control on supply/demand<br />Less customer relations<br />Security risk<br />Imperfect exchange market<br />
  26. 26. 16<br />Established publishers need and can get back into control<br />
  27. 27. 17<br />Opportunity for growth is increasing top line and reducing cost<br />
  28. 28. 18<br />Reduce costs by simplifying supply chain<br />affiliate<br />ad networks<br />click networks<br />ad optimizers<br />20% of publishersrepresent 80% of inventory<br />20% of advertisersrepresent 80% of budget<br />exchanges<br />retargetnetworks<br />agencies<br />widgets<br />tekst link programs<br />$<br />$$<br />
  29. 29. 19<br />Direct chain between established publisher and advertiser<br />
  30. 30. 20<br />Typical setup of a private exchange with Admeta’s Tango<br />performance marketing team<br />primary ad server<br />crm system<br />
  31. 31. 21<br />The balance between performance based and cannibalization of premium<br />CPA<br />travel<br />e-commerce<br />telecom<br />Consumer electronics<br />finance<br />Performance<br />marketing<br />Brand<br />marketing<br />fashion<br />automotive<br />retail<br />fmcg<br />CPM<br />
  32. 32. Publisher<br />Customer centric cross media approach<br />Full control on your assets and commercial relationships<br />Ensuring your consumers’ privacy<br />Integrated into your current systems<br />Advertiser<br />Professional business relationships<br />Integrated into broader media schedule<br />Transparency in placements<br />Creative opportunities<br />22<br />Benefits assessment of the private exchange<br />
  33. 33. Offering a rigid platform running a private exchange<br />Scalable and flexible optimization service<br />Dedication towards publisher success with high engagement and building a qualitative network of professionals<br />Offering full set of service: display, text, in-video<br />Approach to be integral part of the publishers technological infrastructure<br />23<br />So why do premium publishers turn to AdmetaTango service<br />
  34. 34. Conclusion<br />24<br />with a private exchange established publishers regain control on their commercial strength and inventory whilst offering advertisers a professional service in a knownmedia environment<br />
  35. 35. 25<br />want more – contact me wouter.hulst@btbcommerce.nl<br />

×