Ben Fox DiscussesThe Future of Media Buying
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Ben Fox shares his unique vision of what the future of advertising is and how it will get there. He lays out a holistic perspective of the industry and how key players will create a sea change. Ben highlights some opportunities and threats for a variety of businesses.
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Ben Fox DiscussesThe Future of Media Buying
- 1. THE FUTURE OF MEDIA BUYING FOLLOW ME! LINKEDIN.COM/IN/BENFOX, @BENFOXGO
- 2. 300 YEARS OF MEDIA BUYING 1700s • Newspaper and magazine media buying • First direct sales
- 3. 150 YEARS OF MEDIA BUYING 1880s-1930s • First agency buying from print and then radio 1950s • Television Spots • First TV upfronts focused on new car models 1990s • Digital media buying
- 4. 10 YEARS OF DIGITIAL MEDIA BUYING 2000-2002 • Overture / Goto Patent • Search listings • $2.9BB for Engage • $1.6BB for Overture 2003-2004 • Google launches Adsense • SEMs begin programmatic bidding • APIs 2005-2006 • Exchanges created - Manual Bidding • Display 2008-2009 • RTB bidding starts on SDC/FOX and shortly thereafter – through appnexus • Who/What was the first RTB bid?
- 5. CURRENT STATE OF EXCHANGES 2010-2012 Exchanges broken into 3 CATEGORIES: Meta Layer Broad Vertical Provide 5 PRIMARY MEDIA TYPES
- 6. DIRECT TO PUBLISHERS MEDIA BUYING EVOLUTION Sites Homepages Sponsorships EXCHANGES & AD NETWORKS Audience Demos Psychos Behaviors RTB ON EXCHANGES Users Retargeting Cookies TODAY ALL THREE ARE USED IN PARALLEL BY BUYERS Source [2011 AMG industry estimates]
- 7. 2011 ESTIMATED STATS FOR EXCHANGES BUYING & RTB TOTAL [3.9% GROWTH] $160 BB RTB TODAY: 0.5% of advertising is RTB enabled, bought and sold $1.4 BB [ 5 0 % G R O W T H ] EXCHANGES $800 MM [ E S T I M A T E ] RTB [ 1 0 % G R O W T H ] $26 BB ONLINE Source: Emarketer, Forrester, AMG Industry Interviews Average Estimated RTB CPM 2009 2012 2015 $0.33 $1.35 $2.70? $3.00 $2.00 $1.00
- 8. AGENCIES NEED NEW BUYING METRICS IN A WORLD OF RTB
- 9. WHAT IS SO DIFFERENT ABOUT EXCHANGE BUYING?
- 10. BUSINESS AND TECHNOLOGY CAPITAL INVESTMENT
- 13. RTB TECHNICAL WORKFLOW SLA’sCOMPARISON Search Feeds // 50ms Display Ads // 500ms RTB // 100ms Blink of an eye // 50msVideo Ads // 1000ms 6 billion times/day for Google US full feed BIDMILLIONS OF TIMES FOR EVERY BLINK
- 14. THE NTH SCREEN IS HERE! INFINITE INVENTORY!
- 15. THE FUTURE OF EXCHANGES
- 16. THE FUTURE OF EXCHANGES
- 17. THE FUTURE OF EXCHANGES
- 18. THE FUTURE OF EXCHANGES
- 19. THE FUTURE OF EXCHANGES
- 20. THE FUTURE OF EXCHANGES
- 21. THE FUTURE OF EXCHANGES
- 22. THE FUTURE OF EXCHANGES
- 23. EXCHANGE MARKETPLACE THE FUTURE OF EXCHANGES
- 24. FOLLOW ME!: linkedin.com/in/benfox @benfoxgo CONTACT ADCONION DIRECT AT: s a l e s @ a d c o n i o n d i r e c t . c o m