Convergent Advertising

About Telefónica Present in 24 countries +240.000 employees +13.800 MMEuros Incomes +233MM Monthly accesses +63% of incomes are out of Spain

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Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

CONOCIMIENTO We enable means to communicate: Conversational and multimedia P2P and A2P How much time do you spend communicating? We reach professional, personal and domestic MOBILE – PC -TV How much time do you spend staring a Telefónica screen? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],In the digital advertising world, operators can provide value enabling advanced communication means between advertisers and their potential clients. METRICS AUDIENCE REACH

Current situation in internet: TERRA

Current situation in mobile ,[object Object]

Current situation in IPTV: IMAGENIO Espere mientras se carga el video seleccionado...

Advertising architecture : Actors in the digital advertising arena Third parties channels Third parties Sales forces Operator sales force advertisers Media agencies No Operator Clients PC – mobile – fixed – TV ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Operator Clients PC – mobile – fixed – TV audience channels Advertising market ¿…..? How can I work with an OPERATOR? There is a need of taking advantage of the possible synergies which can be generated as a convergent operator (personalization, profiling, billing, cross-channel) ,[object Object],[object Object],[object Object],[object Object],[object Object],Sales units have to interact with different systems for each channel. In some cases, with different adservers

Heading to future scenarios Advertising “ success bubble trend ” 02 loyalty points targeting longtail location impact discounts permission MKT opt-in/out user prefs User Centric user info SDP enablers monetization strategic assets ad-funded servs operator Assets Innovation Advertisers revenue convergent management tools reporting proam UX self provisioning engagement new formats IPTV+mobile+Inet

reports forecast inventory traffic Frequency capping Profiling/targeting Policies control Today Tomorrow ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],02 Target Scenario How is this different from what we do today? Control Layer : selects best ad according to TEF assets (location. Policy, profiling) Commercial Suite: cross-channel ad campaigns; portal for advertisers

Today Tomorrow 02 Target Scenario ,[object Object],Ability to innovate (we must be agile!) Speed in time-to-market (flexible roadmaps, permanent feature improving) Assure privacy while monetizing data (care about legal risks) To be a leader taking risks, better than a mature follower To differentiate from competitors Business plan estimations, on income increase

Convergent capabilities 02 2009 Scenario Focus on cross features and monetization tools ,[object Object],[object Object],[object Object],Customer Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],Operator Benefits

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Use Case Advertising Use Cases ,[object Object],TRANSPARENCY CUSTOMIZATION AVOID AD SPAM LOYALTY 1 2 03

[object Object],[object Object],Use case ,[object Object],[object Object],1 2 3 Advertising Use Cases 03

[object Object],[object Object],[object Object],[object Object],[object Object],Select winner spot, and customize it Target your audience: UK, London, teenagers 18-22 y.o. Plan it!: confirm budget, dates, etc. Use Case ,[object Object],2 3 1 Advertising Use Cases 03

[object Object],[object Object],Use case ,[object Object],[object Object],1 3 Advertising Use Cases 03 2

Main features description: Ad Control Layer 04 Generic Advertising Protocol Integration with targeting: location & profiling Users Portal: Preferences, Opt-in/out, Loyalty points, Discounts Ad Delivery Core Manager Common API for ad requests and responses; valid for any service Leveraging value added assets from TEF, applied to advertising. Some data could be cached for efficiency. Users take control of what kind of ads, how many and when. Also they get awarded with discounts & loyalty points, when receiving ads Manages the advertising flow and steps, according to policies, targeting, etc, to finally serve the ad to each channel Offportal Advertising (keywords for AdNetworks) TEF could provide added-value (targeting keywords from users activity and profile, etc) to existing AdNetworks

1 Pre-Order 2 Order Management 3 Billing & Reconciliation Proposal Generation Inventory Management Targetting Advertisement Delivery Campaign Management Reporting Billing Interfaces with actors Proposal Builder Advertisers Telefonica Buzz Areas Creative Generation & Publishing Detailed Functional Implementations Advertisement UI Framework 04 Buy side Sell side Media Planning & Buying Inventory Management UI Detailed Reports, general Particular Campaigns Reports Conversion Visor Rate Proposar Visor Rate Enterprise Management Tools (EMT) & Customer care Advertisers Management Tools (AMT)

Main features description: Commercialization Suite 04 Ad Campaign Tool (relaying on adServers) Reporting & Metrics Portal (relying on adServers) Inventory Forecasting & Target Audience Portal Proams Creativity Tool (UGC Ads) Integrated tool for managing the ad campaigns (for mobile, Inet, IPTV); for advertisers ( do-it-yourself ) and traffickers Fully featured reporting tool for advertisers, to check the efficiency and status of their cross channel campaigns Gives estimation on audiences (how many users of a specific target) and remaining ad spaces (inventory) Professional-amateurs are the essence of Web 2.0. They can provide ad ideas (spots, etc) for advertisers and SMEs

[object Object],[object Object],[object Object],[object Object],Main Services description 04 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The product allows to easily create targeted ad-funded services How? Each service that wants to serve ads, just needs to make the GAP protocol calls for ad-request and ad-response

Advertisers Media agencies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],reports forecast inventory traffic Frequency capping Profiling/targeting Policies control ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Control layer Commercial layer channels Adservers 04 Product & Service Architecture: zoom x3 Advertising delivery Delivery control & policies Advertising campaign management Sales management profiling BI

Advertising context and objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],9 21 Mobile Advert. Online Advert. +18% Online Advertising (B€) 2008 2013 Global world estimations Goal

Convergent Advertising

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