slides digital now webinar 15 mei
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Webinars over digital marketing
#dgtlnow13
Webinar 1: Ecosysteem
@jorisheuk#dgtlnow13
20:00 Welkom en introductie20:05 Het display Ecosysteem uitgelegd - Kick Zandbergen20:25 App Marketing - Sjoerd Huitema20:45 Break20.50 Digital Media anno Now - Jonathan MacDonald 21:20 Wrap Up
AGENDA
#dgtlnow13
Moderatoren
#dgtlnow13
Babs van GisbergenMobile
Lauren van der HeijdenIAB
Themer AbourayanAutomated Trading
Welke van de volgende trends zal geen hype blijken, maar is here to stay?
POLL 1
• Content Curation
• Second Screen
• Programmatic Premium Buying
• SoLoMo
• Branded Content
Het Display Ecosysteem uitgelegd
#dgtlnow13
Kick Zandbergen Google
Accuen
Xaxis
Google Confidential and Proprietary
6 basis functies…
Google Confidential and Proprietary
…Waarin de diverse aanbieders
Accuen
Xaxis
Agencies:
- Media agencies help companies to communicate with current and potential consumers and/or the general public.
- Still control ~80% of all display budgets- All Holding Companies have a “trading desk” of some kind
where they try to centralize Programmatic Buying- Highly entrenched media teams and relationships with RTB
performance solutions providers/old school ad networks/direct publishers
- Utilize a variety of technology players to test new media buying methods. Pretty much always willing to test and love the shiny new thing.
Trading Desks:- The specialized arms of larger media buying
agency groups- Owned and operated by the major agency holding
companies.- Some have built bidders (eg Xaxis), but most have
outsourced technology to partners- Google has DVIP partnerships with:
- Omnicom- Publicis- IPG- Dentsu- Aegis
- Business model still a WIP—uncertain how central Trading Desk model will work with/compete with individual OpCos over time.
Accuen
Xaxis
Demand Side Platforms (DSPs):- Independent media buying
technologies- Plug-in to and aggregate ad exchange
inventory- Focus is on data and real-time bidding
(RTB) capabilities to make smarter, automated media buying decisions
- Some of these players are true enterprise technology providers (eg AppNexus), but most have survived by being RTB performance solutions providers; Google integrated invite into their tech stack: Google Bid Manager
- Now includes Video specific DSPs- Videology- AdapTV
Ad Exchanges:- Enable publishers to
monetize “non-guaranteed” inventory
- Large exchange where buyers and sellers of inventory meet, bringing market efficiencies to display buying (comparisons to Wall St)
- DoubleClick AdExchange and Right Media are by far the largest globally,
- Facebook Exchange is the newest entrant
Accuen
Xaxis
Point Players:- Entire industry of
companies specializing in one component of the media buying value chain.
- These technologies will typically layer themselves on top of exchange and publisher inventory sources.
- Many try to be RTB performance solutions providers
Accuen
Xaxis
Data Providers/DMPs- Aggregate large pools of data from a
variety of sources- Provide segmentation management;
really glorified cookie-pool management
- Example: Expedia sells cookie data of a user searching for flights, BlueKai offers that data in its exchange as ‘In-Market Travel” and then manages an advertiser/agency’s “travel segments”
Creative Optimization:- This segment has mostly been acquired out of the
eco-system- Teracent bought by Google- Dapper bought by Yahoo!- Adroit bought by MediaMath- Tumri bought by Collective
Ad Networks:- Aggregate and purchase inventory then
resell it to advertisers (mostly using arbitrage model)
- Serve need for agencies to access large volume of inventory without having to approach each individual publisher
- Often specialize in brand-safe or verticalized inventory
- Offer advanced targeting inputs such as retargeting
- Most have adapted RTB technology of some kind, the largest network being the Google display network
Yield Optimization:- Platforms that address the issue on the publisher side of how to
best monetize inventory- Goal is to protect and represent publisher interests in the
landscape- Optimize to highest RPM across a wide variety of ad sources- Offer additional features such as brand safety checks- Google bought AdMeld in December 2011 and has integrated
almost finalized the integration into Doubleclick AdExchange
Ad Servers:- Provide the actual technical component of serving the ad for the advertiser
and the publisher- Provide a unified reporting and tracking system that allows advertisers to host
all of their advertising efforts in one interface (including search)- Ad serving being integrated into new DSP & SSP offerings
- AppNexus- OpenX- Video Ad Servers- Doubleclick (sell side integration with AdX, Audience, DMP etc)
Google Confidential and Proprietary
Trends en ontwikkelingen
• Automated premium• Meer mogelijkheden tot doormeten:§Cross media device meten en targeten§Tracking en waardering met de daadwerkelijk geziene impressies
• Toename trading desks• Audience extension• Branded data
Door Automated Trading...
POLL 2
• Daalt de gemiddelde advertentieprijs
• Stijgt de gemiddelde advertentieprijs
• Daalt de verkoop van creative premium content
• Stijgt de verkoop van creative premium content
Life of GeorgeLego
#dgtlnow13
Sjoerd HuitemaSanoma
App Marketing
key learnings
•Why it’s all about the product
•What the role of promotional activities is for mobile concepts
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X-factorProduct
SEO
Display
PR
Social
App Marketing: key factors
Social PR Display SEO ProductX-factor
ProductSEO
Display
PRSocial
App Marketing: 5 key factors
Social PR Display SEO Product
timing
ProductSEO
Display
PRSocial
App Marketing: 5 key factors
Social PR Display SEO Product
dev.time: 16 months dev.time: 3 months
unique visitors: 2.300
unique visitors: 20.000
StyleToday
Successful marketing burst, but not able to maintain users and grow them.
What To Wear
Succesful marketingburst, and sticky app! Low growth; but also very low churn rate => net growth!
Keep It Simplecan you tell the key benefit in one sentence?
&
Think Mobile!a lot of short usage moments on a small screen!
Research by Google
ProductSEO
Display
PR Social
App Marketing: 5 key factors
Social PR Display SEO Product
Sharing
Friends
Community
Sharing to FB, Twitter, LinkedIn, etc.
Friends connected apps
SocialNetworking
The social pyramid
ProductSEO
Display
PR
Social
App Marketing: 5 key factors
Social PR Display SEO Product
Press release
Video
Creatives
Promo code
PR
ProductSEO
Display
PRSocial
App Marketing: 5 key factors
Social PR Display SEO Product
Launch
1 day ad campaign
Display advertising
leverage mobile ad campaigns by hitting the top charts
More on ad campaigns
•Ad campaigns for (paid) apps never get a positive ROI
• Independent of the network
• Independent of the publisher
•Implication: advertising is not a primary user acquisition channel for (paid) apps!
Product
SEO
Display
PRSocial
App Marketing: 5 key factors
Social PR Display SEO Product
ASOappstore search optimization
ASO
SEO2. Mobile searches
high pagerank bonus!
REMEMBER
It’s all about the product
&
promotional activities are there to start the engine!
Wat is de meest kritische succesfactor van App Marketing?
POLL 3
• Product
• X-factor
• Social
• PR
• Display
• SEO
X-factorProduct
SEO
Display
PR
Social
BREAK
Webinars over digital marketing
#dgtlnow13
Digital Media anno Now
#dgtlnow13
the changing times
three modern realities
three pieces of advice
the changing times
three modern realities
three pieces of advice
capability & affordability of tech
corporate usage
citizen usage
time
capability &
a!ordability of
technology
technology adoption curve
the changing times
three modern realities
three pieces of advice
1/3 socialisation
the new media mix
reach
control
owned
bought
earned
+
+
120
14,400
1.72M
(x 120)
(x 120)
2/3 virtualisation
3/3 mobilisation
interaction
consideration
relationship engagement
loyalty purchase
awareness
affinity
branding image tv
outdoor
press
cinema
radio
online email
dm
events
pos
314,000 donations
21 female startups
=
pennies for life
thisfluidworld.com/motech.pdf
the changing times
three modern realities
three pieces of advice
1/3 start from strategy not tactics
2/3 it’s not just about communications
3/3 test & learn -remove the word ‘failure’
Monetization van mobiel bereik zal de komende jaren voornamelijk komen uit:
POLL 4
• M-Commerce
• Display Advertising
• Location Based Services
• Paywalls
Wrap Up
#dgtlnow13
#dgtlnow13
Bedenk en beschrijf in maximaal een
half A4 het ideale marketingplan voor
de Larklife app (zie video)
ASSIGNMENT 1
Larklife WristbandLark
#dgtlnow13
#dgtlnow13
Challenge and/or Contact me
@jorisheuk
joris@makerstreet.nl
Senior Marketing Professionals (SMP)
• 5 PE punten voor het volgen van alle vier de sessies.
• 1 PE punten per losse sessie
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