Slides digital now webinar 15 mei c

Webinars over digital marketing

#dgtlnow13#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


Moderatoren


Babs van GisbergenMobile

Lauren van der HeijdenIAB

Themer AbourayanAutomated Trading

#dgtlnow13

Lauren van der HeijdenIAB

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


Kick Zandbergen Google

Accuen

Xaxis

Google Confidential and Proprietary

6 basis functies…


…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)


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


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



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



Sharing

Friends

Community

Sharing to FB, Twitter, LinkedIn, etc.

Friends connected apps

SocialNetworking

The social pyramid

ProductSEO

Display

PR

Social



Press release

Video

Creatives

Promo code

PR

ProductSEO

Display

PRSocial



Launch

1 day ad campaign1 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



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


Digital Media anno Now


the changing times

three modern realities

three pieces of advice

the changing times



capability & affordability of tech

corporate usage

citizen usage

time

capability &

a!ordability of

technology corporate usage

citizen usage

technology adoption curve

the changing times



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



1/3 start from strategy not tactics

2/3 it’s not just about communications

3/3 test & learn -remove the word ‘failure’

[email protected]

mailto:[email protected]


Monetization van mobiel bereik zal de komende jaren voornamelijk komen uit:

POLL 4

• M-Commerce

• Display Advertising

• Location Based Services

• Paywalls

Wrap Up



Bedenk en beschrijf in maximaal een

half A4 het ideale marketingplan voor

de Larklife app (zie video)

ASSIGNMENT 1

Larklife WristbandLark



Challenge and/or Contact me

@jorisheuk

[email protected]

@jorisheuk



Senior Marketing Professionals (SMP)

• 5 PE punten voor het volgen van alle vier de sessies.

• 1 PE punten per losse sessie