digital display media vivek po v
DESCRIPTION
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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…”
3 Vivek Shah
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
Vivek Shah
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
ability. Vivek Shah
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
Vivek Shah 7
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
Vivek Shah
Typical Ad-Serving Workflow
Source: advertisingperspectives | Workflow description in the notes section
9 Vivek Shah
“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
