Mediasmith David L Smith Digiday Hypebuster 5.14.12
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This document discusses the increasing complexity of media planning and buying due to the proliferation of marketing technologies. It introduces the new role of a "Media Tech Planner" who would be responsible for evaluating potential technology solutions, integrating various components to create customized tech stacks for campaigns, and directing engineers. The document also notes that most "proprietary" tech solutions are actually white-labeled by other companies, and that a fluid approach is needed to adapt to constantly changing media landscapes and technologies.
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Mediasmith David L Smith Digiday Hypebuster 5.14.12
- 1. Digiday Hypebuster Welcome to the Modern Media Era © Mediasmith 2012
- 2. Hype Media planning & buying will be automated!
- 3. Corollary The algorithm trumps all! With the right algorithms, machine learning will eliminate the need for media planning and buying!
- 4. Some Truths There is no panacea media technology Google, Microsoft, WPP, MediaOcean (Donovan/ MediaBank) & others have been trying for years Most “proprietary” tech is in fact a white labeled solution by someone else (e.g., DSP’s used by holding companies) …and solves only one of the PAIN POINTS
- 5. Pain Points • RFP’s • Lack of inventory hold mechanism • Manual and fax handling of Orders • Ts & Cs negotiations • Production QA by media • Rekeying of info all through the process • Discrepancies • Reporting not automated • Optimization constant • Two sets of numbers • Billing late, inconsistent, under detailed
- 6. Marketing Tech Complexity Gartner Group: “By 2017, a CMO will spend more on IT than the CIO.”
- 7. Data Today Ajay Agarwal (Bain) on data today: Businesses can mine thousands of signals from prospects Marketers can link spending on customer acquisition directly to customer actions via web, device or physical location Consumers are conveying their intent by scanning codes, downloading mobile coupons or walking into a store with their location-aware device Social networks are providing a new source of demographic data that, combined with Facebook Open Graph, offer marketers a new treasure trove of information
- 8. Media Tech Planner Enter a new job: The Media Tech Planner Evaluates new media tech for inclusion in agency Tech Stack Considers various options from the Tech Stack for campaigns Drives integration of various components to create a bespoke tech stack for each campaign
- 9. Job Description The Media Tech Planner needs to be able to: Identify pain points Evaluate potential solutions Understand what solutions to integrate to provide the right tech stack for the client Talk to engineers and direct them in tweaking their development Motivate the disparate solution companies to work together
- 10. Background Media planning did not always exist Before the late 60’s, AE’s and the Media Director decided what to do and executed The advent of Nielsen, Simmons, ARB and other data on mainframes created the opportunity for media planning The media tech planner job will evolve out of the complexity exhibited by Lumascapes and other tech lists
- 11. Point of Reference Mediasmith reached the tipping point in 2011 We now see more tech companies than media publishers to get our jobs done
- 12. Mediasmith Tech Stack Audience Definition Data Collection & Audience Segmentation Contextual Targeting Buying Platforms Inventory Sources Ad-Serving & Dynamic Creative Tagging Brand Protection Brand Survey Data Collection Data Visualization & Attribution
- 13. Enabling Trends Failure of the third party ad servers to extend services Proliferation of standardized APIs Use of visualization tools, enabling “beyond the spreadsheet” reporting
- 14. There’s More Constant change afoot with funding from: Venture Capital Angels & Super Angels
- 15. Buy or Build? It is better to buy than build Investing in an infrastructure that continues to change is a waste of time and resources As new media are introduced, we will need new media metrics and solutions There must be fluidity in this process and the ability to add new technologies to the stack without tearing everything down
- 16. Black Boxes ARE becoming White Elephants!
- 17. David L. Smith smith@mediasmith.com @mediadls © Mediasmith 2012
Editor's Notes
- Black Boxes are becoming White Elephants
- Bain (Ajay Agarwal) on data today:Businesses can mine thousands of signals from prospects based on the hundreds of actions a consumer might make on a websiteMarketers can link spending on customer acquisition directly to a set of downstream customer actions — whether those actions take place on the web, on a mobile device or in a physical location.Consumers with smartphones are conveying their intent while scanning QR codes, downloading mobile coupons or simply walking into a store with their location-aware device.Social networks are providing a new source of demographic data that, combined with Facebook’s Open Graph, offer marketers a new treasure trove of information.
- The failure of the third party ad servers (3PAS) to extend services, spawning independent solutions that should have been 3PAS features: R/F, GRP modeling, attribution, tagging systems, rich media, verification and others Proliferation of standardized APIs, enabling various technologies to work together and interchange dataThe use of visualization tools, enabling “beyond the spreadsheet” reporting, rolling up data from a number of different sources: sales, research, advertising including audience, transparency, attribution and effectiveness metrics, web data, PR/earned social media data and more