At LUMA Partners' annual Digital Media Summit, we presented the State of the State which looks at Markets and Trends in digital media. Because this was our 7th (or 007th) DMS, we went with a James Bond theme. We hope you enjoy it.
LUMA's State of Digital Media at DMS 16LUMA Partners
LUMA presents our annual State of Digital Media which covers our views on the market, the industry trends and the future of the ecosystem with a specific focus on digital media and marketing. We hope you enjoy it.
LUMA's State of Digital Media at DMS 16LUMA Partners
LUMA presents our annual State of Digital Media which covers our views on the market, the industry trends and the future of the ecosystem with a specific focus on digital media and marketing. We hope you enjoy it.
This presentation discusses the opportunity posed by the "science-ification of media" where large quantities of consumer data are utilized to target and optimize everything from advertising to content which I posit will have broad and profound implications.
How Word of Mouth Marketing is Transforming Brand Storytellingfoundationcap
Gone are the days of waiting six months for your company's brand tracker. Today, CMOs can instantly tap into the consumer zeitgeist to understand opportunities for and threats to their brands. At the heart of this shift is the power of Word of Mouth.
In our new SlideShare, learn about the 9 reasons why Word of Mouth Marketing matters most today. Plus get a closer look at the opportunities for startups to build game-changing solutions for marketers in this powerful space.
For more about Word of Mouth Marketing and the 10x opportunity for MarTech startups - check out Foundation Capital General Partner, Ashu Garg's latest whitepaper, MarTech and the Decade of the CMO. www.foundationcapital.com/decadeofthecmo
In a post pandemic world business are looking for new strategies to either survive or to grow. What is then the relationship between communications and business growth? Innovator and Entrepreneur and Engineer Miguel Licero talks about the impact of having omni channel communications in a business. The strategy to grow a business is definitively creating better customer experiences.
Social selling, customer experience, digital first, customer journey, selfservice, Customer engagement and social media. All very interesting in the digital transformation. But how do you do it?
Elie Khouri, CEO of Omnicom Media Group MENA, shares his take on the 15 trends that will count in 2015. These include moderate growth, the significance of emerging markets, data-empowered marketers, the transformation of the media agency, digital as the main act and more.
Dentsu Aegis Network - Quarterly on content marketingiProspect Norge
Content Marketing is essentially what it says – marketing with content, rather than with advertising. The new digital age has produced far more sorts of content – pictures, videos, apps - and therefore far more way for brands to use content in their marketing.
We are in a time where some people choose to block ads, and others choose to pay to avoid ads (for example in Spotify and Netflix); content marketing can bypass some of this avoidance.
Prospect engagement has never been more complex due to the recent economic and health crisis. To help CROs and sales leaders reassess risk, we’ve developed Sapphire Ventures’ COVID 19 Prospect Assessment Model to provide an easy way to build a complete understanding of your prospects’ health
and outlook across four key factors, so that you can effectively understand how best to engage and adjust your GTM motion.
Scale Your Campaigns with Walled GardensKatana Media
Digital media properties leverage customer information for a campaign, but then “wall you off” from important data necessary for independent campaign measurement. We partnered with Chuck Moxley, the Chief Marketing Officer of 4INFO, to discuss strategies for going beyond walled gardens for digital advertising.
This presentation discusses the opportunity posed by the "science-ification of media" where large quantities of consumer data are utilized to target and optimize everything from advertising to content which I posit will have broad and profound implications.
How Word of Mouth Marketing is Transforming Brand Storytellingfoundationcap
Gone are the days of waiting six months for your company's brand tracker. Today, CMOs can instantly tap into the consumer zeitgeist to understand opportunities for and threats to their brands. At the heart of this shift is the power of Word of Mouth.
In our new SlideShare, learn about the 9 reasons why Word of Mouth Marketing matters most today. Plus get a closer look at the opportunities for startups to build game-changing solutions for marketers in this powerful space.
For more about Word of Mouth Marketing and the 10x opportunity for MarTech startups - check out Foundation Capital General Partner, Ashu Garg's latest whitepaper, MarTech and the Decade of the CMO. www.foundationcapital.com/decadeofthecmo
In a post pandemic world business are looking for new strategies to either survive or to grow. What is then the relationship between communications and business growth? Innovator and Entrepreneur and Engineer Miguel Licero talks about the impact of having omni channel communications in a business. The strategy to grow a business is definitively creating better customer experiences.
Social selling, customer experience, digital first, customer journey, selfservice, Customer engagement and social media. All very interesting in the digital transformation. But how do you do it?
Elie Khouri, CEO of Omnicom Media Group MENA, shares his take on the 15 trends that will count in 2015. These include moderate growth, the significance of emerging markets, data-empowered marketers, the transformation of the media agency, digital as the main act and more.
Dentsu Aegis Network - Quarterly on content marketingiProspect Norge
Content Marketing is essentially what it says – marketing with content, rather than with advertising. The new digital age has produced far more sorts of content – pictures, videos, apps - and therefore far more way for brands to use content in their marketing.
We are in a time where some people choose to block ads, and others choose to pay to avoid ads (for example in Spotify and Netflix); content marketing can bypass some of this avoidance.
Prospect engagement has never been more complex due to the recent economic and health crisis. To help CROs and sales leaders reassess risk, we’ve developed Sapphire Ventures’ COVID 19 Prospect Assessment Model to provide an easy way to build a complete understanding of your prospects’ health
and outlook across four key factors, so that you can effectively understand how best to engage and adjust your GTM motion.
Scale Your Campaigns with Walled GardensKatana Media
Digital media properties leverage customer information for a campaign, but then “wall you off” from important data necessary for independent campaign measurement. We partnered with Chuck Moxley, the Chief Marketing Officer of 4INFO, to discuss strategies for going beyond walled gardens for digital advertising.
LUMA's State of Digital Marketing at DMS West 15LUMA Partners
At LUMA Partners' inaugural Digital Marketing Summit, we presented the State of Digital Marketing, which provides our views on the market and significant trends in the digital marketing ecosystem. We hope you enjoy it.
LUMA Digital Brief 004 - Back to Mad MenLUMA Partners
LUMA Partners presents Digital Brief 004: Back to Mad Men. We explain what the future holds for ad agencies and five strategies they make take in a competitive marketplace.
LUMA's "The Evolving Digital Marketing Technology Landscape"LUMA Partners
LUMA Partners presents “The Evolving Digital Marketing Technology Landscape,” as presented at the AdExchanger Industry Preview conference on January 21, 2015. This presentation reviews some of the key topics discussed at the conference: convergence of AdTech and MarTech, as well as trends in mobile, convergent video and cross-channel.
The smac-code-embracing-new-technologies-for-future-business (1)Sumit Roy
Social mobile Analytics and Cloud: How SMAC model is changing and disrupting business across industry. SMAC is not only changing the way markets function , but it also is a pointer that technology today is the biggest tool for innovation,however this is a double edged sword as SMAC is a great enabler. Small companies and the giants both have a level playing field
In 2008, Razorfish explored The Future of Retail for JCPenney. We noted the increasing complexity and sophistication of the global marketplace, and that retailers who have embraced change—leveraging the power of new technologies and media spaces, while putting the customer’s needs, wants, and desires at the center of the experience—have flourished.
For 2010 and beyond, we have updated and broadened this study to provide our point of view on The Future of CRM in general. It is our belief that this discipline offers brands of all kinds the most comprehensive way to thrive in a chaotic marketplace, to take advantage of new technologies, and to leap on important trends and ride them at their crest. CRM is also the master key to picking out high value customers—the ones with influence as well as loyalty—and engaging with them in a sustained fashion.
SMACology i.e. SMAC Technology is the new buzzword reforming the IT industries as well as the skills of technical aspirants. Learn how.
PDF courtesy: KPMG
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
June Klein, Chair & CEO of Technology & Marketing Ventures and of Paythru Inc. NYC launch of mobile payments and marketing solutions won this prestigious global innovative technology award.
A new map for navigating adland’s ever-expanding boundaries. The map is called ‘MaShCreaTr’, a simple four-box matrix that imposes some order on this increasingly chaotic marketing landscape. It stands for ‘Make, Share, Create, Transform’ and clarifies where different types of player, old and new, operate.
Every year many agency execs indulge in predictions about the dramatic shifts and trends taking place in the world of technology, marketing communications and media.
My intention however was to simply decipher a few observations on the dynamic changes the marketing world might witness as a result of this changing socio-economic environment, coupled with some developments on media tech platforms.
Similar to LUMA's State of the State 2015 at DMS 15 (20)
LUMA presents "Disruption by the Numbers". The growth of digital media has created tremendous opportunities for publishers to reach and monetize audiences across the web. However, the industry's obsession with scale has brought challenges, such as platform vulnerability and not knowing their audience, leading publishers to rethink what it takes to thrive in an increasingly competitive battle for consumer attention and marketer wallets. In "Disruption by the Numbers", we dive deep into the challenges, opportunities, and trends impacting digital publishers today.
LUMA's Upfront Summit Keynote: "The Future of TV"LUMA Partners
LUMA Partners presents “The Future of TV,” as presented at the Upfront Summit conference on February 4, 2016. This presentation reviews some of the key topics discussed at the conference: the rise of digital video, the traditional TV model, and convergent video.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
1. LUMApartners
LUMA Partners presents our annual State of the State in Digital Media
which covers our views on the industry trends, the market, and the
future of the ecosystem with a specific focus on digital media and
marke@ng. We hope you enjoy it. Because this was our 7th (or 007th)
DMS, we went with a James Bond theme.
2. LUMApartners
Meet the Senior LUMA Team
Terry Kawaja
Brian Andersen
Mark Greenbaum
Dick Filippini
Founder and CEO
Partner
Partner
Partner
Terry leads strategy, banking,
marke3ng and content for
LUMA.
He’s also head comedy writer.
Brian is LUMA’s marke3ng
technology guru.
He excels at coaching both
liCle league and big clients.
Mark runs M&A strategy and
execu3on for LUMA.
He’s never met a term sheet
he couldn’t improve.
Dick leads LUMA’s mobile and
gaming banking coverage.
You can find him holding
court every February in
Barcelona.
terry@lumapartners.com
brian@lumapartners.com
mark@lumapartners.com
dick@lumapartners.com
5. LUMApartners
Last year’s meta theme that the consumer is in control more than ever
s@ll applies today and will con@nue in the future. There are really only
two principals – the marketer and the publisher – every other party is a
middleman. We believe that there is a newly empowered principal, the
consumer, whose ac@ons will dictate how the industry evolves.
6. LUMApartners
The over-‐arching theme that is front and center this year is the debate
around “Open” versus “Closed” and how it relates to the overall digital
media ecosystem.
7. LUMApartners
The two domina@ng players, Facebook and Google, con@nue to baVle it
out via “closed” plaWorms in hopes of increasing their market share…
10. LUMApartners
In March 2015, LUMA introduced the first of our Digital Brief series,
called “The Good, The Bad, and The Ugly”, which outlined the current
state of the digital adver@sing ecosystem.
11. LUMApartners
First, the Bad. While the industry is working to sort out fraud,
viewability and privacy concerns, we believe there is a more
fundamental issue at stake: fragmenta@on and the supply / demand
imbalance. There are over 2,500 companies across the LUMAscapes, yet
there are only 200 strategic buyers.
12. LUMApartners
Next, the Ugly. The supply imbalance is worse than it looks. In LUMA’s
internal coverage priori@za@on, we focus our @me on the 50 most ac@ve
strategic buyers. On the supply side, we counted only 150 companies that
we think have a shot at an exit of $100 million or more. The conclusion is
that there will be blood as we realize on what could be a 90% failure rate.
13. LUMApartners
What’s the Good news you ask? For one, the digital ad market has
never looked stronger. The total ad spend market is growing and spend
con@nues to shif to digital, which is growing at a compounded annual
growth rate of 35% to 2016.
14. LUMApartners
Non-‐search digital is growing even faster with a 53% compounded
annual growth rate through 2016, and programma@c is off the charts
with over 200% growth. It is this con@nued shif to digital and
programma@c business models that are aVrac@ng new strategic buyers.
15. LUMApartners
This next point comes with a warning. Any investment banker calling for
more M&A is akin to when you’re a hammer, everything looks like a
nail.
16. LUMApartners
However, what was once a small category of interested par@es has
grown into a robust pool of strategic buyers. Deep pocketed companies
from many different industries have a need for “right @me decisioning
of consumer data”. The companies that have best perfected these
capabili@es are in the Ad Tech and MarTech sector.
17. LUMApartners
Well beyond the usual suspects, we are seeing interest from new
entrants, including CRM, Consumer Internet, Commerce, Telco, Tech
Services and Data. This is a phenomena that is sure to create quality
exit opportuni@es for differen@ated startups. What beVer of an example
is this than Verizon’s recent acquisi@on of AOL?
19. LUMApartners
We'd like to start off with how we define the Digital Media industry. We
look at it as the intersec@on of Media, Marke@ng, and Technology. LUMA
exclusively focuses on the sectors of Digital Content, Ad Tech and
MarTech, which when seen through the lens of mobile, is in so many
ways the catalyst that is accelera@ng and enabling disrup@ve change.
20. LUMApartners
And change is occurring . . . Over the past few years, we have seen M&A
ac@vity increase significantly across almost all of the LUMAscapes.
21. LUMApartners
With an increasingly broad set of strategic buyers across various sectors
illustrated on the Strategic Buyer LUMAscape.
22. LUMApartners
We have seen plenty of ac@vity from each of the four buyer categories,
as well as an increasing number of companies moving from the outer
rings of poten@al buyers to the inner circles of ac@ve buyers.
24. LUMApartners
Post IPO trading performance has been mixed. While the public markets
may not en@rely understand or know how to value Ad Tech business
models, it has become clear that technology-‐driven, programma@c
business models are being rewarded with premium valua@ons over
tradi@onal media models.
25. LUMApartners
Media companies have taken no@ce, with a number making moves to
add programma@c capabili@es – either organically or through
acquisi@on (with LUMA ofen advising on the laVer).
26. LUMApartners
Further evidence of the market rewarding strong, technology-‐based
business models, we’ve seen the Marke@ng SaaS entrants trading very
strongly vs. IPO prices… or in many cases being acquired at strategic
valua@on mul@ples.
27. LUMApartners
It is also worth commen@ng on the very ac@ve market for
private-‐company financings. In the last year we have seen over 20
companies raise rounds in excess of $20 million; and a number
achieving valua@ons in excess of $1 billion – introducing the
“LUMAcorns”: AppNexus, Sprinklr, and Domo!
31. LUMApartners
In 2012, eMarketer forecast the programma@c market to be $2 billion,
growing to $7 billion in 2016. So the market was star@ng to look
interes@ng from a market size perspec@ve.
33. LUMApartners
But in 2014, the programma@c market exploded. Growth increased
drama@cally and eMarketer significantly increased its 2016 es@mates to
$12 billion – now a market with the scale to aVract the interest of the
large sofware companies. 2014 was the inflec@on year for
programma@c.
34. LUMApartners
Programma@c capabili@es are now a necessity in digital adver@sing,
with total programma@c spend in 2015 expected to represent more
than 50% of total overall display spend.
35. LUMApartners
While some are building in-‐house, programma@c capabili@es are largely
being acquired through M&A, with a significant increase in transac@ons
over the last year.
36. LUMApartners
Investors value companies based on growth, opera@ng leverage and
predictability of revenues. SaaS sofware companies in general have these
aVributes. Contrast that with tradi@onal media models, which are
showing slower growth, low gross margins and I/O-‐based contracts.
These differences are reflected by a wide disparity in valua@on mul@ples.
37. LUMApartners
Programma@c businesses are also showing high growth and sofware
gross margins. While these businesses may not have contractual
recurring revenues, they have de-‐facto predictable revenues since they
have evergreen budgets.
39. LUMApartners
Mobile devices are ubiquitous and people glued to their phones
throughout the day account for more than half of all internet traffic.
40. LUMApartners
Yet, mobile ad spend has not kept pace with @me spent, as the
adver@sing experience has not been op@mized for the device form
factor.
41. LUMApartners
The mobile ad experience has room for improvement, and companies
are turning to deeplinking to address this issue. However, that solu@on
is nowhere near pervasive.
43. LUMApartners
In addi@on to deeplinking, new features, like a “buy now” buVon with
one-‐click checkout can shorten the path to purchase.
44. LUMApartners
Frequency capping is another cause of the subop@mal user experience.
As a result, consumers receive an overload of ads for the same product,
even when it is already installed on the phone…
45. LUMApartners
While the mobile adver@sing market has achieved scale and con@nues
to exhibit strong growth, it remains concentrated with Google and
Facebook represen@ng more than half of mobile ad revenue (and
Facebook exhibi@ng tremendous momentum).
46. LUMApartners
The walled gardens are no surprise, given Facebook and Google’s
tremendous first party data assets and reach, which enable them to
more effec@vely target consumers and deliver higher ROI to
adver@sers…
47. LUMApartners
...and they are extending this advantage across third party apps and
sites to further their dominance with the addi@onal benefit of not
degrading their O&O proper@es with more ads.
50. LUMApartners
However, adver@sers need to be aware of a consumer’s state of mind
and take ac@on accordingly, so that messages are really facilita@ve,
rather than interrup@ve / annoying.
51. LUMApartners
Payments represent a final piece of the puzzle, in that they can help
solve aVribu@on and close the loop for marketers. Payments solu@ons
integrated into mobile devices provide incremental data for
personaliza@on and create addi@onal opportuni@es for marketers to
re-‐engage with consumers.
53. LUMApartners
If you were to draw up a fully integrated adver@sing plaWorm for
enterprises, it would look something like this – integrated planning,
execu@on and aVribu@on with common data and campaign
management, and a feedback loop to the planning sofware to
adjust / op@mize spend.
54. LUMApartners
The reality is different. Execu@on of marke@ng campaigns – especially
media campaigns – are typically performed outside the enterprise. Digital
agencies running digital programs, media agencies execu@ng TV buys, and
many other specialized networks for other channels. And each en@ty is
planning and measuring its campaigns / channel independently.
55. LUMApartners
But there is an “enterprise stack” emerging. A planning solu@on to allocate
the spend, a DMP to manage anonymous data, a CRM to manage customer
data and an aVribu@on system to measure results. With more robust SaaS
offerings, integra@on will increase within these stacks and with partners’
systems. “Big data” enables the real-‐@me analysis for op@miza@on.
56. LUMApartners
The unifying element between Ad Tech and MarTech is data-‐driven
marke@ng. Recently there have been a number of strategic acquisi@ons by
large sofware and media companies of data-‐centric capabili@es – DMPs,
online-‐offline data and aVribu@on, which also represent “Enterprise
Stack” capabili@es.
57. LUMApartners
DMPs have emerged as the system used to integrate adver@sing channels
by centralizing anonymous audience data. CRM systems have long been
used to coordinate marke@ng ac@vi@es to known customers. Consumer
companies have a big advantage in linking adver@sing and marke@ng
func@ons due to having logged-‐in customers with both data sets.
58. LUMApartners
Companies that are not in the consumer internet space compete with
email, which remains the highest ROI marke@ng channel. Now, email – the
actual email address or hash – has also become the “connec@ve @ssue” for
marke@ng. It is being used very effec@vely for targe@ng and aVribu@on, as
well as linking “marke@ng” and “adver@sing.”
59. LUMApartners
E-‐commerce is actually one segment where the Digital Adver@sing “Dream”
is becoming a reality. E-‐commerce is unique in that digital adver@sing is
more closely coupled with the actual sale. Addi@onally, personaliza@on is
becoming much more cri@cal to its success. Therefore, @ghter integra@on of
execu@on channels with a common personaliza@on “hub” is required.
60. LUMApartners
While DMPs are excellent for segment-‐based analysis / execu@on, though
they typically don’t enable 1:1 targe@ng necessary for e-‐commerce. Where
1:1 personaliza@on is necessary, we see predic@ve marke@ng plaWorms
emerging as the core data management and personaliza@on system to
coordinate interac@ons with consumers across various channels.
62. LUMApartners
Device matching has become a marke@ng impera@ve as marketers aim to
provide consistent experiences to consumers across all devices.
Companies that have perfect knowledge of the consumer have a clear
advantage to deliver a cross-‐screen experience. Firms without logged-‐in
consumers use matching techniques to deliver cross-‐screen capabili@es.
63. LUMApartners
Cross-‐device has become a marke@ng impera@ve due to the shif in
paradigm. Five years ago there was one device shared by mul@ple users.
Today, we live in a world where each user has mul@ple devices.
64. LUMApartners
But it isn’t just about linking devices. It is about coordina@ng ac@vi@es
across all consumer touch points, online and offline.
65. LUMApartners
We typically talk about adver@sing and marke@ng in siloed
technologies, such as targeted TV, cross-‐device and linking online
and offline data.
66. LUMApartners
But the reality is that all of these point applica@ons are part of one
major uber-‐trend: iden@ty. While 2014 was the inflec@on point for
“programma@c,” we believe that “iden@ty” will be a key focus area for
marke@ng in 2015 and beyond.
67. LUMApartners
Recently we have seen a number of companies make moves to improve
their iden@ty capabili@es. Facebook has long focused on people-‐based
marke@ng. Acxiom acquired LiveRamp to add online to offline capabili@es.
Oracle acquired Datalogix, and then subsequently announced the Oracle
ID Graph to connect iden@ty across marke@ng channels.
68. LUMApartners
Addi@onally, while Verizon did not acquire Aol with “iden@ty” as a
strategic ra@onale, it will be very interes@ng to watch how Verizon and
Aol integrate their capabili@es since Verizon does have the mobile data
that can @e iden@ty across devices.
70. LUMApartners
Last year, LUMA created a report @tled “The Future of (Digital) TV",
which explores the convergence of tradi@onal TV and digital video. This
in-‐depth analysis can be found on our website (lumapartners.com/
presenta@ons) and…
71. LUMApartners
In fact, the deck has been viewed over 400,000 @mes, and with great
qualita@ve feedback.
72. LUMApartners
Digital video is enjoying a surge in marke@ng spend as marketers
allocate more money into premium content which is very limited in
supply but high in demand. Digital video is also increasingly being bought
and sold programma@cally. The programma@c video market is expected
to grow at a compounded annual growth rate of 172% from 2013-‐2016.
73. LUMApartners
Although the digital video market is growing at a staggering rate, it
pales in comparison to the TV market, which is expected to surpass $70
billion this year. The world’s major marketers reserve most of their
adver@sing budgets to TV, which is the largest and most preferred
channel for brand adver@sing.
74. LUMApartners
However, the outlook for the TV market seems challenging. Upfronts,
which are ofen used to gauge the health of the market, have shown
weak interest from TV’s major adver@sers over the past few years.
Consumers are watching content on mul@ple screens and marketers are
adjus@ng their adver@sing spend accordingly.
75. LUMApartners
Last year AOL held its first Programma@c Upfront event. What was most
impressive about the event was not what was said, but rather who was
in the crowd. AOL was able to aVract some of the largest media buyers
to an event that promoted capabili@es that didn’t yet exist.
76. LUMApartners
Tradi@onally during Upfronts season, TV networks pitch programming
to marketers that featured great plots, casts, and high produc@on
quality. Meanwhile, digital companies sold marketers on their
data-‐driven approach to targe@ng and adver@sing. The opposing sides
played to their strengths…
77. LUMApartners
But in 2015, the selling points have reversed. TV networks are introducing
new data products afer feeling pressure from marketers to provide more
granular targe@ng. Digital companies are selling marketers high quality
content that they feel deserve premium dollars because of their coveted
audiences and engaging content.
78. LUMApartners
To sa@sfy their adver@sers’ needs, TV networks are offering data
products with similar capabili@es to digital adver@sing. NBCUniversal,
for example, is combining Comcast’s subscriber data with Experian and
Acxiom’s credit card data to help adver@sers like Chobani target
yogurt-‐buying consumers.
79. LUMApartners
Digital companies, on the other hand, are increasing their investments
in original content. Ever since the success of NeWlix’s House of Cards
series, other leading digital companies have produced premium content
of their own to keep consumers on their proper@es longer and aVract
major adver@sers.
80. LUMApartners
The percep@on of addressable TV is that there are only two sides of the
coin, linear and programma@c TV. The reality, however, is that there
are mul@ple node points in between the two offerings that each have
their own unique capabili@es and challenges.
81. LUMApartners
Alterna@ves to TV are growing quickly. OTT (Over-‐the-‐Top), offers
consumers programming they want to watch, with more flexibility and
far less money.
82. LUMApartners
Programma@c video is a fast growing market, but the most lucra@ve
opportunity is the en@re TV and video market. The companies that offer
solu@ons to the challenges and needs of stakeholders in the TV and
digital video ecosystems will be the ones that gain the most from the
100% opportunity.
83. LUMApartners
In the TV ecosystem, there are many types of stakeholders with
different needs. Marketers desire premium content to exist alongside
their messaging. Agencies seek more efficient planning and workflow
capabili@es. MVPDs want solu@ons that enhance the customer
experience. Networks seek tools that increase their revenue.
84. LUMApartners
At LUMA, we are firm believers in the convergence of tradi@onal and
digital video. A key to this convergence will be M&A. Both sides of the
ecosystem will bring their strengths. Addi@onally, integrated ad buying
workflows will unite TV and digital ad buying.
86. LUMApartners
The buyers have come from a variety of sectors: consumer internet,
sofware, media, telecom. We expect both the pace and diversity of
transac@ons to con@nue as the tradi@onal and digital video sectors
con@nue to merge.