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Surviving in the new media universe Opening Keynote: Terry Kawaja, President & CEO, LUMA Partners Cathleen Ryan, Chief Results Officer, MEA Digital Brendan Moorcroft, CEO, Cadreon
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© LUMA Partners LLC 2010
December 13, 2010
Terence Kawaja LUMA Partners
Surviving in the New Media Universe
THE MEDIA BERMUDA TRIANGLE
© LUMA Partners LLC 2010
Agency and Media Disintermedia;on
Media
Agency
Marketer Consumer
Data and technology are changing tradi;onal rela;onships
© LUMA Partners LLC 2010
Media From Evolu;on to Revolu;on
© LUMA Partners LLC 2010
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, Specialty Magazines
Internet Social, Mobile, Local, Real Time
Example Companies
Business Model SubscripOon, Brand AdverOsing
SubscripOon ROI-‐based AdverOsing
Data Driven 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
It’s a Mixed Up World
is an agency
is an ad analy;cs company
is a data company
is an ad network
is a tech plaWorm
is all of the above
© LUMA Partners LLC 2010
Display Adver;sing Technology Landscape
© LUMA Partners LLC 2010
© LUMA Partners LLC 2010
Landscape Revisited
© LUMA Partners LLC 2010
DSP
DMP
SSP
INF
© LUMA Partners LLC 2010
The Landscape is Already Consolida;ng
© LUMA Partners LLC 2010
© LUMA Partners LLC 2010
Digital Compe;;on: Clash of the Titans
