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From Top Down to Bottoms Up - The New Digital Media Approach @themediakitchen

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FROM TOP DOWN TO BOTTOM UP
          AN EVOLUTION OF DIGITAL MEDIA
     HOW THE MEDIA KITCHEN APPROACHES DIGITAL
         ...

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AGENDA

   1.    A LITTLE BIT OF HISTORY




   2.    AUDIENCE ANALYSIS & MEDIA BUYING PROCESS




   3.    UNBUNDLING THE...

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IT’S HARD TO ENVISION THE FUTURE WITHOUT FIRST
      UNDERSTANDING WHERE WE HAVE BEEN.

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From Top Down to Bottoms Up - The New Digital Media Approach @themediakitchen

A presentation given to The Media Kitchen about the future of digital media buying and targeting. This presentation was given in August 2011 to the New York and Atlanta offices of TMK.

www.mediakitchen.tv // @themediakitchen

A presentation given to The Media Kitchen about the future of digital media buying and targeting. This presentation was given in August 2011 to the New York and Atlanta offices of TMK.

www.mediakitchen.tv // @themediakitchen

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From Top Down to Bottoms Up - The New Digital Media Approach @themediakitchen

  1. 1. FROM TOP DOWN TO BOTTOM UP AN EVOLUTION OF DIGITAL MEDIA HOW THE MEDIA KITCHEN APPROACHES DIGITAL AUGUST 2011 // @themediakitchen
  2. 2. AGENDA 1. A LITTLE BIT OF HISTORY 2. AUDIENCE ANALYSIS & MEDIA BUYING PROCESS 3. UNBUNDLING THE IMPRESSION 4. PLATFORMS VS. HEURISTIC PARTNERS 5. CLOSING COMMENTS
  3. 3. IT’S HARD TO ENVISION THE FUTURE WITHOUT FIRST UNDERSTANDING WHERE WE HAVE BEEN.
  4. 4. 1 WEBSITE
  5. 5. 2 WEBSITES
  6. 6. MANY WEBSITES
  7. 7. WHEN BING LAUNCHED (2009), IT HAD INDEXED OVER 1 BILLION URLS
  8. 8. AS A MEDIA STRATEGIST, YOU HAVE BILLIONS OF CHOICES OF PLACES YOU CAN BUY MEDIA. WHERE DO YOU BEGIN?
  9. 9. AUDIENCE RESEARCH AUDIENCE QUALIFIERS * NOT CONCLUSIVE, JUST EXAMPLES
  10. 10. Site Direct Ad Networks Rep Firms HISTORICALLY
  11. 11. WE TREAT EVERYONE THE SAME
  12. 12. AND THAT WAS THE OLD WAY. THE TOP DOWN WAY. THE AVERAGE WAY.
  13. 13. WE BELIEVE THAT THE FUTURE OF DIGITAL DELIVERS THE ABILITY TO GO BEYOND AVERAGES. AS LONG AS WE CAN SERVE & TRACK MEDIA ON ANY CHANNEL WITH THE ABILITY TO UNBUNDLE MEDIA, WE CAN DE-AVERAGE.
  14. 14. TMK THINKS THERE IS A BETTER WAY.
  15. 15. DIGITAL. dig·it·al AN INFRASTRUCTURE A MEDIA CHANNEL AN ENABLER
  16. 16. MEDIA IMPRESSION
  17. 17. USING DIGITAL (TECHNOLOGY)... AUDIENCE MEDIA PROFILE
  18. 18. INDUSTRY PIONEERING TRADING DESK (2008)
  19. 19. AUDIENCE + MEDIA BUYING TRADING DESK YAHOO! GOOGLE MSFT APPNEXUS ADMELD CONTEXT OTHER WEB
  20. 20. TRADING DESK DRIVEN BY API’S YAHOO! GOOGLE MSFT APPNEXUS ADMELD CONTEXT OTHER WEB
  21. 21. An Application Programming Interface (API) is a particular set of rules and specifications that software programs can follow to communicate with each other. It serves as an interface between different software programs and facilitates their interaction, similar to the way the user interface facilitates interaction between humans and computers.
  22. 22. API DRIVEN BUYING ALLOWS PURCHASE AUDIENCE PROFILES EVALUATE BILLIONS OF MEDIA OPPS ALGORITHMICALLY OPTIMIZE DATA WAREHOUSE FOR ADVANCED ANALYTICS
  23. 23. API DRIVEN BUYING PURCHASE AUDIENCE PROFILES EVALUATE MILLIONS OF MEDIA OPPS ALGORITHMICALLY OPTIMIZE DATA WAREHOUSE FOR ADVANCED ANALYTICS IN A WORLD WHERE THERE ARE BILLIONS OF OPPORTUNITIES, YOU CANNOT RFP THEM ALL.
  24. 24. THE MEDIA KITCHEN
  25. 25. THIS IS WHAT WE DO ALL DAY Brand Immersion Strategy Tactical Implementation Evaluation The Brand Role of Media Negotiation Monitor Plan Development The Business Ideation Packaging Optimize Trade-Offs The Target Success Metrics Execution Analysis/ROI
  26. 26. THE POEM CONSTRUCT How can we design an engaging experience for Owned Media both users and audience? Website, Project page, Facebook Page, How can technology be Mobile app, Game, Branded content, Live fully leveraged? How is interaction event supported by classical advertising SE SH ED PU IDEA! Relevance Differentiation dia Innovations Panline ads, O Me id Offline ser rs, edi gge s l m Blo M ads au ed cia ts, Who are the people we ed So nalis CLASSICAL have to reach in order rn INTEGRATION r Jou ia to communicate to our Ea target group? Why will they talk about idea? Source: Jung v. Matt
  27. 27. x10 TMK HUB HIGH TOUCH API DRIVEN STANDARDIZED CUSTOM UNITS UNITS MANUAL ALGORITHMIC POEM PM + STRATEGY & ANALYTICS
  28. 28. TMK HUB HIGH TOUCH API DRIVEN STANDARDIZED CUSTOM UNITS UNITS MANUAL ALGORITHMIC TRADING DESK POEM PM + STRATEGY & ANALYTICS
  29. 29. BOTTOMS UP: START WITH AUDIENCE, THEN OVERLAY MEDIA
  30. 30. BOTTOMS UP: START WITH AUDIENCE, THEN OVERLAY MEDIA RICH AUDIENCE PROFILES BECOME INCREASINGLY IMPORTANT
  31. 31. IF AUDIENCES ARE IMPORTANT, SEGMENTATION IS ULTIMATE. 1ST PARTY DATA 3RD PARTY DATA
  32. 32. BY DELIVERING A BOTTOM’S UP PLAN, WE CAN NOW DELIVER AUDIENCE INSIGHTS THAT WERE NEVER AVAILABLE IN THE PAST. WE CAN NOW BUY ACROSS BILLIONS OF WEBSITES WITHOUT ISSUING RFP’S. WE ARE BUILDING AN AGENCY ON TOP OF A LARGE DATA WAREHOUSE. API DRIVEN + CUSTOM INTEGRATIONS ARE THE FUTURE OF MEDIA
  33. 33. HOW DOES THIS EVOLVE OUR THINKING? 1. LOOK FOR MEDIA PARTNER REDUNDANCIES. LESS OF A NEED FOR AD NETWORKS. 2. WHEN TESTING PARTNERS, GO DEEP WITH FEW RATHER THAN SHALLOW WITH MANY. 3. MAKE SURE YOUR CAMPAIGN INFRASTRUCTURE IS SETUP TO MAXIMIZE DATA INGESTION AND USAGE.
  34. 34. THANK YOU! www.mediakitchen.tv // @themediakitchen

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