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Digiday HypebusterWelcome to the Modern Media Era
© Mediasmith 2012
Hype
Media planning & buying will be automated!
Corollary
The algorithm trumps all!
With the right algorithms, machine learning will eliminate the need for media planning and buying!
Some Truths
There is no panacea media technology
Google, Microsoft, WPP, MediaOcean (Donovan/ MediaBank) & others have been trying for years
Most “proprietary” tech is in fact a white labeled solution by someone else (e.g., DSP’s used by holding companies)
…and solves only one of the PAIN POINTS
Pain Points
• RFP’s• Lack of inventory hold mechanism• Manual and fax handling of Orders• Ts & Cs negotiations• Production QA by media• Rekeying of info all through the
process• Discrepancies• Reporting not automated• Optimization constant• Two sets of numbers• Billing late, inconsistent, under
detailed
Marketing Tech Complexity
Gartner Group:“By 2017, a CMO will spend more on IT than the CIO.”
Data TodayAjay Agarwal (Bain) on data today:
Businesses can mine thousands of signals from prospects
Marketers can link spending on customer acquisition directly to customer actions via web, device or physical location
Consumers are conveying their intent by scanning codes, downloading mobile coupons or walking into a store with their location-aware device
Social networks are providing a new source of demographic data that, combined with Facebook Open Graph, offer marketers a new treasure trove of information
Media Tech Planner
Enter a new job: The Media Tech Planner
Evaluates new media tech for inclusion in agency Tech Stack
Considers various options from the Tech Stack for campaigns
Drives integration of various components to create a bespoke tech stack for each campaign
Job Description
The Media Tech Planner needs to be able to:
Identify pain points
Evaluate potential solutions
Understand what solutions to integrate to provide the right tech stack for the client
Talk to engineers and direct them in tweaking their development
Motivate the disparate solution companies to work together
BackgroundMedia planning did not always exist
Before the late 60’s, AE’s and the Media Director decided what to do and executed
The advent of Nielsen, Simmons, ARB and other data on mainframes created the opportunity for media planning
The media tech planner job will evolve out of the complexity exhibited by Lumascapes and other tech lists
Point of Reference
Mediasmith reached the tipping point in 2011
We now see more tech companies than media publishers to get our jobs done
Mediasmith Tech Stack Audience Definition
Data Collection & Audience Segmentation Contextual Targeting
Buying Platforms
Inventory Sources
Ad-Serving & Dynamic Creative Tagging Brand Protection
Brand Survey Data Collection Data Visualization & Attribution
Enabling Trends
Failure of the third party ad servers to extend services
Proliferation of standardized APIs
Use of visualization tools, enabling “beyond the spreadsheet” reporting
There’s More
Constant change afoot with funding from:
Venture Capital
Angels &
Super Angels
Buy or Build?
It is better to buy than build
Investing in an infrastructure that continues to change is a waste of time and resources
As new media are introduced, we will need new media metrics and solutions
There must be fluidity in this process and the ability to add new technologies to the stack without tearing everything down
Black Boxes ARE becoming White Elephants!
