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DISRUPTION IN THE PUBLISHING
MARKET
A-DAY – 23 NOVEMBRE 2016 - MILANO
JAY STEVENS – CRO, ADFORM
PRINT : FROM HEYDAY TO DECLINE
DESKTOP WAS THE SAVIOUR
BUT NOW THAT TOO IS UNDER THREAT
PARADIGM SHIFT : MOBILE WILL BE 70% OF THE
MARKET
FACEBOOK & GOOGLE DRIVING GROWTH, BUT
NOT EVERYTHING!
NEW PUBLISHING PLATFORMS : THREAT AND
OPPORTUNITY
NEW PLATFORMS TO REACH A NEW
GENERATION
CONSUMERS ARE CHOOSING THEIR DIGITAL
EXPERIENCE
PREMIUM SITES SEEKING NEW MONETISATION
MODELS
GLOBAL MARKET OVERVIEW
MULTIPLE ‘HYPER GROWTH’ POCKETS
4-5%
11%
+
13%
+
30%
+
35%+
Expected YoY growthEstimated global ad ...
MASS OF POINT SOLUTIONS
PROLIFERATION OF SOLUTIONS RESULTS IN HIGH
TAXES
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Typical ‘Tax’ = 40%
0
0.1
0.2
0.3...
HEADER BIDDING : SHORTTERM OR STRATEGIC?
PUBLISHERS LEARNING FROM OTHER INDUSTRIES
OPPORTUNITY : NEWTRADING MECHANICS
AUTOMATED GUARANTEED
COLLABORATION :THE FINNISH STORY
10 top publishers in Finland
View testimonials:
https://vimeo.com/adform/finlandagcase
St...
MEASUREMENT – A NEW FRONTIER
ONE UNIFIED MARKETPLACE
AUTOMATED
GUARANTEED
MARKETPLACE
QUOTE
Internet as an example: Huge explosion in domains, complete lack of regulation and social norms, which then over tim...
ANDWHAT’S NEXT??
Virtual Reality
Augmented Reality
Voice
Auto
IOT
A day jrs presentation
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A day jrs presentation

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A day jrs presentation

  1. 1. DISRUPTION IN THE PUBLISHING MARKET A-DAY – 23 NOVEMBRE 2016 - MILANO JAY STEVENS – CRO, ADFORM
  2. 2. PRINT : FROM HEYDAY TO DECLINE
  3. 3. DESKTOP WAS THE SAVIOUR
  4. 4. BUT NOW THAT TOO IS UNDER THREAT
  5. 5. PARADIGM SHIFT : MOBILE WILL BE 70% OF THE MARKET
  6. 6. FACEBOOK & GOOGLE DRIVING GROWTH, BUT NOT EVERYTHING!
  7. 7. NEW PUBLISHING PLATFORMS : THREAT AND OPPORTUNITY
  8. 8. NEW PLATFORMS TO REACH A NEW GENERATION
  9. 9. CONSUMERS ARE CHOOSING THEIR DIGITAL EXPERIENCE
  10. 10. PREMIUM SITES SEEKING NEW MONETISATION MODELS
  11. 11. GLOBAL MARKET OVERVIEW MULTIPLE ‘HYPER GROWTH’ POCKETS 4-5% 11% + 13% + 30% + 35%+ Expected YoY growthEstimated global ad spend 2016
  12. 12. MASS OF POINT SOLUTIONS
  13. 13. PROLIFERATION OF SOLUTIONS RESULTS IN HIGH TAXES 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 Typical ‘Tax’ = 40% 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 Worst Case = 80%
  14. 14. HEADER BIDDING : SHORTTERM OR STRATEGIC?
  15. 15. PUBLISHERS LEARNING FROM OTHER INDUSTRIES
  16. 16. OPPORTUNITY : NEWTRADING MECHANICS
  17. 17. AUTOMATED GUARANTEED
  18. 18. COLLABORATION :THE FINNISH STORY 10 top publishers in Finland View testimonials: https://vimeo.com/adform/finlandagcase Still working independently from each other Adform supports appropriate user rights, etc. Publishers evaluated and tested +5 platforms / vendors and chose Adform AG for their shared platform Agile development: Adform has helped to collect requirements from publishers and agencies, built a detailed project plan (3 month development period) and delivered all promised features on schedule All major agencies have been trained by Adform in the use of the platform
  19. 19. MEASUREMENT – A NEW FRONTIER
  20. 20. ONE UNIFIED MARKETPLACE AUTOMATED GUARANTEED MARKETPLACE
  21. 21. QUOTE Internet as an example: Huge explosion in domains, complete lack of regulation and social norms, which then over time consolidate with the formation of norms, rules and regulations. Goes from the wild west where anything goes, to a regulated system.Then new disruption is introduced, once again creating a new frontier. Age-old process. No different than the introduction of the printing press, or television, or radio. DISRUPTION / INNOVATION DISPERSION CONSOLIDATION STANDARDIZATION & REGULATION DISRUPTION / INNOVATION
  22. 22. ANDWHAT’S NEXT?? Virtual Reality Augmented Reality Voice Auto IOT

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