partnerships: there is simply no other way
Post on 24-Feb-2016
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Partnerships:There is simply no other way
Our world is growing• 100 Billion: Apps downloaded• 1 Billion: Smart Phones sold• 1 Billion: Facebook users• 6 Billion tweets per month• 5 Billion searches per day• 400 Million Hulu streams• 200 Million blogs• 100 Million: iPads sold• Venture Capital invested in Advertising Technology: $5 Billion
This generates data, lots of it!
And its not getting any simpler• 60 Billion impressions served a month by GroupM agencies…(and that’s just
the advertising)• 200 000 requests seen in RTB – per second• 728 Million profiles updated in any given week
– 10.1 Billion segments attached to profiles in 30 days– Ave number of data segments per cookie - 15
• Number of DSP’s 12• Number of data sellers >100• Number of data buyers >10 000• We actively manage 6PB of data, growing by 45 TB per month
The potential for confusion, complication, inefficiency, discrepancies, increased cost, error?
Staggering
Do you really want to do this on your own?
BPB
uilduy
artner
Build
Why Build• Pioneer in the field• Patentable technology• Need to own the intellectual property• Core business• Have time or can build in increments• Have in-house expertise• Offers most control• Potentially most profitable
Buy
Why Buy
• Core to business• Short time to market• Need intellectual property• Time critical• Shortage of in-house expertise • Acquire market leadership
Partner
Why Partner• Fastest Time to Market• Help manage complexity• Conserves resources• Reduce Risk • Assume market leadership• Customers buy best of breed• Test waters before a deeper commitment?
How many partners are enough?
• 2009: 1600 partners (average spend $400k)• 2012: 1100 partners (average spend $1.8mm)• 80% of spend by 20 partners• 100 – 150 preferred partner relationships• How to choose preferred partners..
Not all partnerships are with Suppliers
For the first time ever, In the Motherhood combined
consumer generated content with professional screenwriters
and top-name talent to create an online comedy series which
targeted moms based on the brand messaging and
positioning of its clients.
In the MotherhoodUsing Partnerships for real innovation
Client Partnership
Communicating with moms in an unprecedented fashion.
Microsoft Partnership
Partnership with Consumers
“Moms, Do you Need to Laugh? Do you need a break? Go to the link below. Watch the videos. They are irreverent but wickedly funny. In the Motherhood is guaranteed to make you laugh.” ~ Kirsten L. Izatt, The Estate Planning Law Group
“I've often thought, if scriptwriters want some fresh, funny, material they should check out the mom blogs. With moms living out loud, there's tons of funny antics and shenanigans in the blog-o-sphere. Well, some wise person figured this out. And they put a cool plan in motion. That plan is ‘In the Motherhood.’” ~ Lisa, Midwestern Mommy
“I kept smacking my forehead and couldn't stop laughing!” ~ Maman, Life in Monochrome, Singapore
“Thanks for the show... it's something I can give to my husband so he will understand where I'm coming from.” ~ ve3aht, In The Motherhood message boards
Partnership with Network Television
Program Recap
Breakthru 3rd Party Results
New Marketing
Model
763,000 Hours of Consumer Engagement
5th Most Trafficked Parenting
Site*
ITM picked up by ABC
for primetime
No-one said it was easy• Check ego at the door• Agree on what a lucrative partnership looks like – upfront
– Who does what?– Who is accountable for what– Swat team not a committee– Rising tide floats/sinks all boats – no blamestorming
• Approach partnership from the user’s pov• Four golden rules* – how many does yours fulfill?
*Forbes
Partnerships that make money Partnerships that save money
Partnerships that grow a userbase Partnerships that build a better product
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