Presentación de Edward Montes, CEO Digilant en el Innovation Day Advanced Targeting

1. Introduc)on
to
Pla.orms,
Adver)sing
Exchanges
&
Why?
Tuesday,
May
07,
2013

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What Is An Ad Exchange?

3. Ad
Exchanges
Are
Really
About
Consumer
Behavior

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Consumers Are Splintering Across Unprecedented
Entertainment Options
# of consumer media
platforms has grown
5x over the last 50
years
20013
1 Newspapers
2 Magazines
3 Email
4 Broadcast TV
5 Radio
6 CD Player
7 Cable TV
8 Personal Computer
9 Satellite Television
10 Internet
11 Cell Phone
12 DVD Players
13 Satellite Radio
14 MP3 Players
15 Tivo/DVR
16 Slingbox
17 iPod
1986 18 Blogs
1 Newspapers 19 Online Video
2 Magazines 20 Mobile Internet
3 Cable TV 21 Console Video Games
4 Broadcast TV 22 PC Video Games
5 Radio 23 MMOG
1966 6 Cassette Tapes 24 Mobile Games
1 Newspapers 7 Walkman 25 Text Messaging
2 Broadcast TV 8 VCR 26 Mobile Video
3 Magazines 9 Personal Computer 27 Download Games
4 Broadcast Radio 10 Console Video Games 28 Podcasts
5 Eight Track 11 PC Video Games 29 Instant Messaging
6 LPs 12 LPs 30 Social Networks
Fragmentation of Media consumption

5. And
Accordingly
DistribuCon
Models
Have
To
Evolve
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::
Page
5
Media Distribution Ecology
“Open”
Convergence
Paradigm
“Closed”
Convergence
Paradigm
Legacy
Distribution
Paradigms
Production
Publishing /
Aggregation
Distribution
Platform
“Last Mile”
to Consumer
Studio,
Publisher,
Periodical,
Network
Affiliate,
Exhibitor,
Retail
Professional
Content
Producers
Owners
Content
Networks,
Proprietary
Distributors
Professional
Content
Producers
Owners
Broadcast,
Theatrical,
Physical
Independent
Content
Producers,
including UGC
Professional
Content
Producers
Owners
Internet Media
Portals
Aggregators
Branded
Internet
Properties
Internet
Digital MVPD
Proprietary
Mobile
Distribution
Mobile
Handset, iPod,
etc.
Digital Cable /
IPTV
Internet via
Mobile, iPod,
etc.
Internet via PC,
Gaming Console,
etc.
Internet via TV
“Last Mile”
to Consumer
HighlyFragmented
“AudiencesofOne”
Fragmented“Niche”
Audience
Mass
Audience

6. • There
will
be
1
billion
websites
in
existence
this
year…
Up
from
700
million
in
2012
• Some
forecast
that
this
will
double
in
18-­‐24
months
• 4
billion
hours
of
YouTube
videos
are
watched
each
month
• 72
hours
of
video
are
uploaded
to
YouTube
every
minute
• In
2011
YouTube
had
over
1
trillion
videos
viewed
…or
140
views
for
every
person
on
Earth
• We
are
approaching
over
2
million
mobile
applicaCons
in
today’s
various
marketplaces
• 40
billion
downloads
in
Apple’s
marketplace
alone
• Consider
Facebook
has
nearly
1
billion
monthly
users
alone
• Consider
that
70
billion
pieces
of
content
are
shared
each
month
on
Facebook
• Instagram
has
over
40
million
photos
uploaded
per
month
and
1000
comments
per
second!
Some
Data
Examples
To
Illustrate
This
Point
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Page
6

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The consumer has taken control of key elements
Not Just:
• What Content – Peer recommendations new search/ratings tools
• Where – Consumers are consuming media on whichever platform
THEY choose
• When – Media is increasingly OnDemand
But also:
• On What Terms - Decreased Tolerance for Ads but often not willing
to pay
• Demanding to Participate - They are joining in the media
• Forcing Reform – There’s power in numbers and they’re not afraid
to give feedback
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7
Witnessing
a
shi
from
“Mass
Media”
to
“Personal
Media”

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There will be 1 Billion websites this year
72 hours of video are uploaded to YouTube
every
70 Billion pieces of content are shared on
Facebook each month

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• Media 2.0 is plastic
– …atomized media can be reshaped, remixed, tweaked, cut,
split
– …and aggregated, filtered, distributed, delivered, stored
– …almost any way/time/place consumers prefer
• Plasticity makes Media 2.0 personal
– Reduced distinction between professional and amateur
media . . .
– . . .because all media can be unbundled/rebundled
– Media will be unbundled rebundled at the personal (not
mass) level
• Personal media explodes media supply
– The total quantity of media goods explodes
• . . . And atomizes it
– The average size of media goods shrinks
9
“Personal Media” is the foundation of Media 2.0

10. 10
In an atomized environment,
what becomes valuable?

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• As personal media increases supply relative to
demand, equilibrium prices fall
– Production, distribution, and retail become relatively
abundant . . .
– . . .And attention becomes relatively scarce
– Where does the value go?
• To consumers, who can consume more media more cheaply
• To Brands that understand that communication with
consumer is now personal at massive scale
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11
What Are The Consequences Of The Personal
Media Explosion?

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• Must adapt to new methods of planning, buying, delivering and
measuring media
• Accounting for millions of possible channels, many of which are
not able to be forecasted
• New formats require new thinking challenging many of the
conventional media paradigms delivered around “broadcast”
formats
How Does This Impact Advertisers?

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• In a plastic or atomized media environment how do you know
where your advertising is?
• In a world of millions of impressions, many curated by the
individual consumer, how do you account for quality?
• If a consumer now consumes an exponentially larger number of
channels with less attention– what is effective frequency?
Consider The Challenges

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Personal Media Has Massive Reach
1B Ads every 15 minute and growing
Each ad impression sold separately
A World Cup audience every 60 minutes
Too much to explore without technology

15. The Fundamental Marketing Challenge
The
Marketer’s
Job:
Deliver
the
Right
Message,
to
the
Right
Person,
in
the
Right
Place,
at
the
Right
Time.

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18. Billions of Impressions Packed with Data
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18
Every
impression
is
packed
with
criCcal
informaCon
including
user
profiles,
online
behavior
and
media
context.
Within
todays
pla]orms
you
should
easily
take
this
data
apart,
apply
it
to
markeCng
goals,
reassemble
it
and
deliver
a
highly
relevant
ad
to
a
consumer
in
milliseconds.

19. For
more
informaCon
contact:
info@digilant.com
Or
visit
our
website
www.digilant.com

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Digilant.
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know-­‐how,
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of
Digilant.
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