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iMedia December Agency Summit: Surviving in the New Media Universe
The document discusses the evolution of media relationships influenced by data and technology from 1990 onwards, highlighting the shift from traditional methods to digital and personalized marketing. It examines various business models and the changing landscape of advertising technology, including ad networks, analytics companies, and the consolidation within the industry. Terence Kawaja, president and CEO of Luma Partners, provides insight into the rapid growth and transformation of media strategies in the digital age.
iMedia December Agency Summit: Surviving in the New Media Universe
- 1. THE MEDIA Surviving in the BERMUDA New Media TRIANGLE Universe Terence Kawaja LUMA Partners December 13, 2010 © LUMA Partners LLC 2010
- 2. Agency and Media Disintermedia;on Data and technology are changing tradi;onal rela;onships Media Marketer Consumer Agency © LUMA Partners LLC 2010
- 3. Media From Evolu;on to Revolu;on Phase Tradi;onal “New” Online Science-‐ified Time Period Prior to 1990 1990 to present 1995 to present 2008 to present Gauge Broadcast Narrowcast Targeted Personalized Channels TV, Radio, Print Cable, Satellite Radio, Internet Social, Mobile, Specialty Magazines Local, Real Time Example Companies Business Model SubscripOon, SubscripOon ROI-‐based Data Driven Brand AdverOsing AdverOsing Adver;sing -‐ Ecommerce Content Delivery Push Push Pull Real Time Push Consumer Choice Few Many Infinite Personalized Pace of Growth Slow Accelerated Rapid Very Rapid Capital Required $$$$$$$$ $$$$$$ $$$ $ © LUMA Partners LLC 2010 tkawaja@lumapartners.com
- 4. It’s a Mixed Up World is an ad network is a tech plaWorm is an agency is an ad analy;cs company is a data company is all of the above © LUMA Partners LLC 2010
- 5. Display Adver;sing Technology Landscape © LUMA Partners LLC 2010 tkawaja@lumapartners.com
- 6. Landscape Revisited DSP SSP DMP INF © LUMA Partners LLC 2010 tkawaja@lumapartners.com
- 7. The Landscape is Already Consolida;ng © LUMA Partners LLC 2010 tkawaja@lumapartners.com
- 8. Digital Compe;;on: Clash of the Titans © LUMA Partners LLC 2010
- 9. Thank You Terence Kawaja President and CEO tkawaja@lumapartners.com tkawaja © LUMA Partners LLC 2010