simplifying the lumascape: a game of 3d chess

Simplifying the Display Ad LUMAscape: A 3D Game of Chess

Julie SchoenfeldChief Executive Officer, Perfect Market

May 2012

The Display LUMAscape…

CONSUMER

PUBL I SHER

MARKETER

The Opening...

“A Recognized Sequence of Opening Moves”

Can Really Be Simplified Into 6 Functions

Advertiser / Demand Side Publisher / Supply Side

Establish Campaign

GoalsPlan and Develop Creative

Place and Optimize

BuyandSell

Implement and

Optimize

Package and Price

Develop Audience

PUBL I SHER

CONSUMER

MARKETER

Package Audience

And Vendors Exist At Each Step

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

PUBL I SHER

CONSUMER

MARKETER

Categories:• Agencies• Marketers

Categories:• Measurement &

Analytics• Media Planning

Tools

Categories:• Creative

Optimization• Retargeting/BT• DSPs

Categories:• Direct Sales• Exchanges• Ad Networks

Categories:• Ad Servers• Ad Ops• Media Mgmt• Analytics

Categories:• DMPs• Data Suppliers• SSPs

Categories:• Publisher Tools/

CMS• Sharing Tools• Search Engines• Social Networks

Examples:• Omnicom• WPP• Efficient Frontier• Invite Media• Covario• Adchemy

Examples:• Nielsen• Comscore• Atlas DMT, DFA• X+1• Twelvefold Media• Agency trading

desks• Doubleclick Ad

Planner

Examples:• Teracent• Tumri• Adroit• Dapper• Dotomi• Fetchback• Twelvefold Media

Examples:• AdWords• DoubleClick• Invite• Admeld• OpenX• Appnexus

Examples:• Dart• 24/7• OpenX• Operative• Solbright• Omniture• Google

Analytics

Examples: • AdSense• Yahoo• Microsoft• Peer39• Admeld• Rubicon• BlueKai• Audience

Science

Examples:• Google• Yahoo• Facebook• Outbrain• Mochilla• AddThis• Gigya• Sharepoint

Package Audience

Each Step Reduces $$ To Publishers

PUBL I SHER

CONSUMER

MARKETER $$$ Becomes $$

$ $ $ $

Categories:• Agencies• Marketers

Categories:• Measurement &

Analytics• Media Planning

Tools

Categories:• Creative

Optimization• Retargeting/BT• DSPs

Categories:• Direct Sales• Exchanges• Ad Networks

Categories:• Ad Servers• Ad Ops• Media Mgmt• Analytics

Categories:• DMPs• Data Suppliers• SSPs

Categories:• Publisher Tools/

CMS• Sharing Tools• Search Engines• Social Networks

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

Categories:• Agencies• Marketers

Categories:• Measurement &

Analytics• Media Planning

Tools

Categories:• Creative

Optimization• Retargeting/BT• DSPs

Categories:• Direct Sales• Exchanges• Ad Networks

Categories:• Ad Servers• Ad Ops• Media Mgmt• Analytics

Categories:• DMPs• Data Suppliers• SSPs

Categories:• Publisher Tools/

CMS• Sharing Tools• Search Engines• Social Networks

Winning Strategy: Integration.

Package Audience

1-D Chess Game: Integrate Across the Chasm

PUBL I SHER

CONSUMER

MARKETER

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

Package Audience

1-D Chess Game: Winner = Google

PUBL I SHER

CONSUMER

MARKETER • Invite Media • teracent • DoubleClick Ad

Planner• Ad Words Ad

Planner

• AdWords• DoubleClick

• AdSense• Admeld• Admob

• Dart• Google Analytics

• Google Search• Google

News

Categories:• Agencies• Marketers

Categories:• Measurement &

Analytics• Media Planning

Tools

Categories:• Creative

Optimization• Retargeting/BT• DSPs

Categories:• Direct Sales• Exchanges• Ad Networks

Categories:• Ad Servers• Ad Ops• Media Mgmt• Analytics

Categories:• DMPs• Data Suppliers• SSPs

Categories:• Publisher Tools/

CMS• Sharing Tools• Search Engines• Social Networks

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

• ??? • ??? • ??? • ??? • Quigo• Tacoda• Touch Clarity

• pictela• AdTech

• AOL properties

• aQuantive • Global Creative Solutions

• Atlas• Greenfield

• AdCenter• AdECN

• pubCenter• Powerset

• Atlas• Rapt

• Bing• MSN

• ??? • dapper • Interclick • Right Media • 5:1• Interclick

• In House • Homepage• Yahoo O&O

Package Audience

But Others are in the Game

PUBL I SHER

CONSUMER

MARKETER

Categories:• Agencies• Marketers

Categories:• Measurement &

Analytics• Media Planning

Tools

Categories:• Creative

Optimization• Retargeting/BT• DSPs

Categories:• Direct Sales• Exchanges• Ad Networks

Categories:• Ad Servers• Ad Ops• Media Mgmt• Analytics

Categories:• DMPs• Data Suppliers• SSPs

Categories:• Publisher Tools/

CMS• Sharing Tools• Search Engines• Social Networks

Establish Campaign

Goals

Plan Media and Develop

Creative

Place and

Optimize

BuyandSell

Implement and

Optimize

Package and

PriceDevelop

Audience

The Break...“A Pawn advance or capture that opens a

block position”

There are 4 Key Positions

Advertiser / Demand Side Publisher / Supply Side

CONSUMER

Premium High-Touch

Buy and Sell

PUBL I SHER

MARKETER

RFPs and Golf Games

$$$B

ecomes

$$

$

$

AutomatedRemnant Low-Touch

And 2 Main Points of Power - Price & Volume

Advertiser / Demand Side Publisher / Supply Side

CONSUMER

Premium High-Touch

THE BLOCK

PUBL I SHER

MARKETER

RFPs and Golf Games

Automated

POWER

Remnant Low-Touch

POWER

2-D Chess Game: Build Relationships with Users

Advertiser / Demand Side Publisher / Supply Side

CONSUMER

Premium

Remnant

High-Touch

Low-Touch

PUBL I SHER

MARKETER

POWER

POWER

POWER

Winning Strategy: Mobilize Your Audience.

2-D Chess Game: Winner = Facebook or Google

14

Users 850M users> 1B users on Google

170M on Google+

Impact Strong emotional connections through “Sponsored Stories”

Ads perform more than 10 times better when they appear on content

that is +’d by a friend

User Experience

Facebook pushes ads at you when you are looking at your wedding

photosGoogle delivers ads at the moment

of commercial intent

Market Share

3.1% of Global Internet Ad Expenditures

44.1% of Global Internet Ad Expenditures

The Gambit...

“A sacrifice of a piece with the hope of gaining an advantage”

Behind the Lumascape...

PUBL I SHER

CONSUMER

MARKETER

We Have Portals, People & Places

PUBL I SHER

CONSUMER

MARKETER

We Have Portals, People & Places

PUBL I SHER

CONSUMER

MARKETER

3D Chess Game: Surround the User

Winning Strategy: Connect with the User...Wherever They Are.

INTENT EMOTION

3D Chess Game: Winner = TBD

INTENT EMOTION

?

+

Check...

1D: FUNCTIONALITY

2D: POSITIONING

3D: ACCESS POINTS

Checkmate.

Thank You

Julie Schoenfeldjulie@perfectmarket.com

@schoenfeldj

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