digital display media vivek po v

Market, momentum drivers

Display Media Landscape

Vivek Shah 1

Image

Area

Market Opportunity Display Market Size

Growth Forecast

Key Momentum Drivers

Vivek Shah 2

Digital Spend as a % of Global Media Ad Spend

“… Globally, digital now commands nearly 1 in 5 ad dollars, growing at an increasing rate…”

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Drill Down - US Digital Display Market Size*

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Note: On an average, based on past data, US spend is about 35% of global digital ad spend

Display expected to out-

grow search ad-spend by

2015

Key Growth Drivers:

• increasingly engaged visitor

• multiplied-display

inventories

• audience level data

granularity

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Display Advertising - Key Drivers

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Prog. Tech.

Mobile

Video

Reach Inventory Targeting

Momentum of drivers on key parameters

of display advertising Programmatic Tech

Display

Advertising

Market

Together, there is a “highly-engaged-visitor” momentum generated in terms of reach, inventory and targeting

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Key Driver Growth Trends ( US Market )

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Mobile video, though a smaller piece, is also making strong progress…”

Digital Video provides for better awareness and engagement among its viewers than TV content…”

It is building on the growth of better targeting options from audience information and data aggregating platforms…”

Vivek Shah

Image

Area Entities, Roles and Targeting

Display Advertising

Landscape

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Display Advertising Ecosystem

Source: LUMA Partners | Arrows indicate advertising information flow | Entity description in the notes section |

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Emerging components , driving

the display momentum, in terms

of reach, targeting and volume

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Typical Ad-Serving Workflow

Source: advertisingperspectives | Workflow description in the notes section

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“Audience Targeting” is combination of these to identify the most optimal segment

Typical Targeting Methods

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Contextual

Context of the

content

determines the

ads

Behavioral

Declared or

inferred interest /

intent of the

visitor, includes

remarketing/retar

geting

Device

Make, size,

orientation of the

device being

used to access

Demographic

Visitor supplied or

inferred

demographic

information

Geographic

Identifiable

location of the

visitor, based on

IP., form-fill, etc.

Temporal

Day-parting

determines the

segment of users

Vivek Shah

Key Partnerships in Recent Past

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Participating Entities Key elements of the Partnership

Google + Digitas & Lbi

Nov ‘13

Committing to $100mn in the coming year for inventory on Google platforms, Youtube,

Google+, access to banner on video and mobile, along with brand pages on G+, hangouts etc.

The commitment gets discount rates to the agencies. ( Source )

Google + MediaVest

Oct ‘13

Undisclosed upfront deal with Google for MediaVest’s US advertisers on Google’s video,

display and mobile inventory, including partner channels, etc. Also, access to Google’s insight

tools as well as creative resources. ( Source )

Yahoo + StarCom

Nov‘13

Year-long deal to get exclusive access to 1st party Yahoo data ( from mail, etc. ) to identify the

content resonating with specific audiences, and then create content with Y! studio to create

client messaging for the audiences. ( Source )

Facebook + Google

Oct ‘13

Google to get a seat on the FBX, to let DoubleClick marketers deliver retargeting ads on the

FB network, after being away for over a year. ( Source )

Vivek Shah

Thank You

Vivek Shah

Contact: vivek8@micamail.in

Mobile: 989 260 2182

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