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THE
  SCIENCE-IFICATION
  OF MEDIA    Terence Kawaja




MATHMEN
SCIENCE-IFICATION

What the hell does
that mean?
Digital	
  is	
  just	
  
now	
  finding	
  its	
  
true	
  value	
  as	
  a	
  
media	
  channel	
  

Display	
  media	
  is	
  
at	
  a	
  cri8cal	
  
inflec8on	
  point	
  
I see the boys in
Mountainview agree
Media	
  From	
  Evolu8on	
  to	
  Revolu8on	
  

Phase	
                    Tradi8onal	
                 “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	
        SubscripHon,	
  	
  	
       SubscripHon	
                       ROI-­‐based	
               Data	
  Driven	
  
                           Brand	
  AdverHsing	
                                            AdverHsing	
                Adver8sing	
  -­‐	
  
                                                                                                                        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	
  
Like science-ified
media, my drinking
could be described as
  - SOCIAL
  - MOBILE
  - LOCAL
  - REAL TIME
Decline	
  Curves	
  and	
  the	
  Innovator’s	
  Dilemma	
  

$

                                                                 Cable TV

                                                                            ?
                                                                 Broadcast TV

                                                                 Radio

                                                                 Newspapers

    Management Cycle
                                                                 Directories
                                                                 Time

          Most traditional media companies are managing decline curves
              and are challenged to convert to the digital platforms


                                                                 ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
There’s	
  No	
  Going	
  Back	
  




                                     ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Data	
  makes	
  it	
  all	
  possible	
  
Good idea




What a mess!
I need a drink
The	
  Display	
  Adver8sing	
  Technology	
  Landscape	
  




                                                         ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Moving	
  Away	
  From	
  Point	
  Solu8ons	
  




                 DSP                              SSP


                           DMP


                                                        INF
                                                    ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Ecosystem-­‐Wide	
  Players	
  




                DSP                        SSP
         WHICH COMPANY WILL ANCHOR A CREDIBLE # 2?




                          DMP


                                                     INF
                                                 ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Dark	
  Horse	
  Candidates	
  




                 DSP                        SSP
          WHICH COMPANY WILL ANCHOR A CREDIBLE # 2?




                           DMP


                                                      INF
                                                  ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Consolida8on	
  Has	
  Already	
  Begun	
  




                                                                                         i




                                              ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
The	
  Ad	
  Market	
  Opportunity	
  is	
  Much	
  Bigger	
  
The advertiser needs to solve for:     1. Allocation     2. Optimization 3. Attribution



          Television         Digital             Print          Radio                         OOH


                             Display




                             Search




                                                                        ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Media	
  is	
  becoming	
  personal	
  




                                          ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
But	
  will	
  privacy	
  concerns	
  kill	
  the	
  opportunity?	
  
The Journal is doing
an investigative series
on advertising and
privacy……I need a
drink.
Implica8ons	
  for	
  the	
  Purchase	
  Funnel…	
  

             Purchase	
  Funnel
                              	
      Metric Example	
  Companies
                                           	
                   	
  

                Impression	
  
                  Display	
               CPM	
  

                   Search	
               CPC	
  

                    Lead	
                 CPL	
  
  Data	
  
                 Customer
                        	
                CPA	
  

                    Sale	
           Transac8on	
  




                                      Art	
  
                                      Science	
  


                                                               ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
…Include	
  a	
  Collapse	
  of	
  the	
  Funnel	
  

              Purchase	
  Funnel
                               	
           Metric Example	
  Companies
                                                 	
                   	
  

                 Impression	
  
                   Display	
                   CPM	
  

                    Search	
                   CPC	
  

                     Lead	
                     CPL	
  
  Data	
  
                  Customer
                         	
                    CPA	
  

                     Sale	
                Transac8on	
  




                                           Art	
  
                                           Science	
  


                                                                     ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Think	
  Big:	
  More	
  Than	
  Just	
  Media	
  




            SEARCH	
             DISPLAY	
           CONTENT	
  




              CRM	
            ECOMMERCE	
           DESIGN	
  




                                                              ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Science-­‐ified	
  Content	
  Discovery:	
  Publisher	
  Nirvana?	
  
    Real	
  Time	
  Web	
                                      Tradi8onal	
  

                                       On-­‐ramp:	
  
                                  Content	
  Distribu8on	
  




                                                               Publisher




                                       Off-­‐ramp:	
  
                                    Traffic	
  Acquisi8on	
  



                                                                   ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
I’ll plan the party




Perhaps we should buy
one of these media
technology companies…




                                      ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Outlier	
  M&A	
  Interest	
  in	
  Media	
  




                                                ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Who knew?




            ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Digital	
  Compe88on:	
  Clash	
  of	
  the	
  Titans	
  




                                                            ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
A	
  winning	
  strategy	
  
                       ©	
  LUMA	
  Partners	
  LLC	
  2010	
  
Thank	
  You	
  




                   Terence	
  Kawaja	
  
                   President	
  and	
  CEO	
  
                   tkawaja@lumapartners.com	
  
                   tkawaja	
  



                                                  ©	
  LUMA	
  Partners	
  LLC	
  2010	
  

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The SCIENCE-ification of Media

  • 1. THE SCIENCE-IFICATION OF MEDIA Terence Kawaja MATHMEN
  • 3. Digital  is  just   now  finding  its   true  value  as  a   media  channel   Display  media  is   at  a  cri8cal   inflec8on  point  
  • 4. I see the boys in Mountainview agree
  • 5. Media  From  Evolu8on  to  Revolu8on   Phase   Tradi8onal   “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   SubscripHon,       SubscripHon   ROI-­‐based   Data  Driven   Brand  AdverHsing   AdverHsing   Adver8sing  -­‐   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  
  • 6. Like science-ified media, my drinking could be described as - SOCIAL - MOBILE - LOCAL - REAL TIME
  • 7. Decline  Curves  and  the  Innovator’s  Dilemma   $ Cable TV ? Broadcast TV Radio Newspapers Management Cycle Directories Time Most traditional media companies are managing decline curves and are challenged to convert to the digital platforms ©  LUMA  Partners  LLC  2010  
  • 8. There’s  No  Going  Back   ©  LUMA  Partners  LLC  2010  
  • 9. Data  makes  it  all  possible  
  • 10. Good idea What a mess! I need a drink
  • 11. The  Display  Adver8sing  Technology  Landscape   ©  LUMA  Partners  LLC  2010  
  • 12. Moving  Away  From  Point  Solu8ons   DSP SSP DMP INF ©  LUMA  Partners  LLC  2010  
  • 13. Ecosystem-­‐Wide  Players   DSP SSP WHICH COMPANY WILL ANCHOR A CREDIBLE # 2? DMP INF ©  LUMA  Partners  LLC  2010  
  • 14. Dark  Horse  Candidates   DSP SSP WHICH COMPANY WILL ANCHOR A CREDIBLE # 2? DMP INF ©  LUMA  Partners  LLC  2010  
  • 15. Consolida8on  Has  Already  Begun   i ©  LUMA  Partners  LLC  2010  
  • 16. The  Ad  Market  Opportunity  is  Much  Bigger   The advertiser needs to solve for: 1. Allocation 2. Optimization 3. Attribution Television Digital Print Radio OOH Display Search ©  LUMA  Partners  LLC  2010  
  • 17. Media  is  becoming  personal   ©  LUMA  Partners  LLC  2010  
  • 18. But  will  privacy  concerns  kill  the  opportunity?  
  • 19. The Journal is doing an investigative series on advertising and privacy……I need a drink.
  • 20. Implica8ons  for  the  Purchase  Funnel…   Purchase  Funnel   Metric Example  Companies     Impression   Display   CPM   Search   CPC   Lead   CPL   Data   Customer   CPA   Sale   Transac8on   Art   Science   ©  LUMA  Partners  LLC  2010  
  • 21. …Include  a  Collapse  of  the  Funnel   Purchase  Funnel   Metric Example  Companies     Impression   Display   CPM   Search   CPC   Lead   CPL   Data   Customer   CPA   Sale   Transac8on   Art   Science   ©  LUMA  Partners  LLC  2010  
  • 22. Think  Big:  More  Than  Just  Media   SEARCH   DISPLAY   CONTENT   CRM   ECOMMERCE   DESIGN   ©  LUMA  Partners  LLC  2010  
  • 23. Science-­‐ified  Content  Discovery:  Publisher  Nirvana?   Real  Time  Web   Tradi8onal   On-­‐ramp:   Content  Distribu8on   Publisher Off-­‐ramp:   Traffic  Acquisi8on   ©  LUMA  Partners  LLC  2010  
  • 24. I’ll plan the party Perhaps we should buy one of these media technology companies… ©  LUMA  Partners  LLC  2010  
  • 25. Outlier  M&A  Interest  in  Media   ©  LUMA  Partners  LLC  2010  
  • 26. Who knew? ©  LUMA  Partners  LLC  2010  
  • 27. Digital  Compe88on:  Clash  of  the  Titans   ©  LUMA  Partners  LLC  2010  
  • 28. A  winning  strategy   ©  LUMA  Partners  LLC  2010  
  • 29. Thank  You   Terence  Kawaja   President  and  CEO   tkawaja@lumapartners.com   tkawaja   ©  LUMA  Partners  LLC  2010