1. inventory + ad serving christina faurie associate director, asset management 2. sales + pricing...

1. Inventory + Ad ServingChristina FaurieAssociate Director, Asset Management

2. Sales + PricingTroy SomeroDirector, Asset Management

1. ESPN Digital Inventory & Ad Serving

What is Inventory?

Why is it Managed?

How is it Managed?

What is Inventory?

Assets (stuff with value) that are ready or will be ready for sale

Unique Viewer

Display & Mobile Ad Server

Page View

Display Ad Impressions

Why is Inventory Managed?

The ESPN Pie

6+ Billion(Impressions/mo.)

The ESPN Pie

72+ Billion(Impressions/yr.)

The ESPN Pie

Homepage

NFL

MLB

NBA

College Football

College Basketball

NHL

Golf

Fantasy

Other

The ESPN Pie

Display

Mobile

Video

The ESPN Pie

What?

• Demo• Geo• Behavioral• In-Market

1st PARTY

3rd PARTY

How?

Unique visitors: 52.2 MM/month

Total Views: 2+ BN/month

HP Views: 15-20 MM/day

Sites: 13 Sites [National (1), Local (5), International (3), Affinity (4)]

Platforms: 3 Platforms [Display, Mobile, Video]

Products: 8,000+ products

Ad sizes: 15 sizes

WatchESPN: 3,500+ live events

Behavioral: 200+ Targeting Categories

The ESPN Pie

How is Inventory Managed?

AD SERVING

DATA ANALYTICS

REPORTING

Inventory Management Tools

Forecast Considerations• Historical Data

• Site Design

• Page Design

• Ad Serving

• Ad Execution

• Programming Changes

• Current Events

SeasonalityESPN - InContent - NFL - Homepage Sponsorship

2. ESPN Digital Sales and Pricing

Who does ESPN sell to?• Traditional media agencies• Advertisers directly• Direct Response• Ad Networks? Not really

Anyone with an advertising budget that wants to buy our inventory

How does ESPN determine pricing?• Advertiser history• Product/inventory being requested• Timing and seasonality• What will get the deal done?

At the end of the day, it is supply and demand

How does ESPN divide up inventory?

• By sport• By delivery mechanism (Sponsorship, Rotational)• By ad execution (Display, Mobile, Video)• By device (Tablet, Handset)

Whatever the platform is that a client wants to advertise on, ESPN will find a way to fulfill the need

What type of “targeting” does ESPN offer?

• Geo • Age• Gender• Time• Device• Browser• FRM• Third-party segmentation

All of these targeting capabilities allow ESPN to present the same inventory to clients in a variety of ways to be in the best position to make the sale

How is ESPN Sales evolving with industry change?

• Selling Digital Video to TV agencies• Bundling sponsorships together across mediums and

devices• Using the strength of the Live Sports TV marketplace

to help push Digital initiatives• Opening up internal systems to external

enhancements• Flexibility of pricing due to TV/Digital convergence

ESPN’s broad inventory pool and unique place in the industry as an inelastic property for the Male demo allows the Asset Management team to be flexible in the changing marketplace