1. Webinars over digital marketing
#dgtlnow13
Webinar 1: Ecosysteem

2. @jorisheuk#dgtlnow13

3. 20:00 Welkom en introductie
20:05 Het display Ecosysteem uitgelegd - Kick Zandbergen
20:25 App Marketing - Sjoerd Huitema
20:45 Break
20.50 Digital Media anno Now - Jonathan MacDonald
21:20 Wrap Up
AGENDA
#dgtlnow13

4. Moderatoren
#dgtlnow13
Babs van Gisbergen
Mobile
Lauren van der Heijden
IAB
Themer Abourayan
Automated Trading

5. Welke van de volgende trends zal geen hype blijken,
maar is here to stay?
POLL 1
• Content Curation
• Second Screen
• Programmatic Premium Buying
• SoLoMo
• Branded Content

6. Het Display Ecosysteem
uitgelegd
#dgtlnow13
Kick Zandbergen
Google

7. Accuen
Xaxis

8. Google Confidential and Proprietary
6 basis functies…

9. Google Confidential and Proprietary
…Waarin de diverse aanbieders

10. Accuen
Xaxis

11. Agencies:
- Media agencies help companies to communicate with current
and potential consumers and/or the general public.
- Still control ~80% of all display budgets
- All Holding Companies have a “trading desk” of some kind
where they try to centralize Programmatic Buying
- Highly entrenched media teams and relationships with RTB
performance solutions providers/old school ad networks/direct
publishers
- Utilize a variety of technology players to test new media buying
methods. Pretty much always willing to test and love the shiny
new thing.

12. Trading Desks:
- The specialized arms of larger media buying
agency groups
- Owned and operated by the major agency holding
companies.
- Some have built bidders (eg Xaxis), but most have
outsourced technology to partners
- Google has DVIP partnerships with:
- Omnicom
- Publicis
- IPG
- Dentsu
- Aegis
- Business model still a WIP—uncertain how central
Trading Desk model will work with/compete with
individual OpCos over time.
Accuen
Xaxis

13. Demand Side Platforms (DSPs):
- Independent media buying
technologies
- Plug-in to and aggregate ad exchange
inventory
- Focus is on data and real-time bidding
(RTB) capabilities to make smarter,
automated media buying decisions
- Some of these players are true
enterprise technology providers (eg
AppNexus), but most have survived by
being RTB performance solutions
providers; Google integrated invite into
their tech stack: Google Bid Manager
- Now includes Video specific DSPs
- Videology
- AdapTV

14. Ad Exchanges:
- Enable publishers to
monetize “non-guaranteed”
inventory
- Large exchange where
buyers and sellers of
inventory meet, bringing
market efficiencies to
display buying
(comparisons to Wall St)
- DoubleClick AdExchange
and Right Media are by far
the largest globally,
- Facebook Exchange is the
newest entrant
Accuen
Xaxis

15. Point Players:
- Entire industry of
companies specializing in
one component of the
media buying value chain.
- These technologies will
typically layer themselves
on top of exchange and
publisher inventory
sources.
- Many try to be RTB
performance solutions
providers
Accuen
Xaxis

16. Data Providers/DMPs
- Aggregate large pools of data from a
variety of sources
- Provide segmentation management;
really glorified cookie-pool
management
- Example: Expedia sells cookie data of
a user searching for flights, BlueKai
offers that data in its exchange as ‘In-
Market Travel” and then manages an
advertiser/agency’s “travel segments”

17. Creative Optimization:
- This segment has mostly been acquired out of the
eco-system
- Teracent bought by Google
- Dapper bought by Yahoo!
- Adroit bought by MediaMath
- Tumri bought by Collective

18. Ad Networks:
- Aggregate and purchase inventory then
resell it to advertisers (mostly using
arbitrage model)
- Serve need for agencies to access large
volume of inventory without having to
approach each individual publisher
- Often specialize in brand-safe or
verticalized inventory
- Offer advanced targeting inputs such as
retargeting
- Most have adapted RTB technology of
some kind, the largest network being the
Google display network

19. Yield Optimization:
- Platforms that address the issue on the publisher side of how to
best monetize inventory
- Goal is to protect and represent publisher interests in the
landscape
- Optimize to highest RPM across a wide variety of ad sources
- Offer additional features such as brand safety checks
- Google bought AdMeld in December 2011 and has integrated
almost finalized the integration into Doubleclick AdExchange

20. Ad Servers:
- Provide the actual technical component of serving the ad for the advertiser
and the publisher
- Provide a unified reporting and tracking system that allows advertisers to host
all of their advertising efforts in one interface (including search)
- Ad serving being integrated into new DSP & SSP offerings
- AppNexus
- OpenX
- Video Ad Servers
- Doubleclick (sell side integration with AdX, Audience, DMP etc)

21. Google Confidential and Proprietary
Trends en ontwikkelingen
• Automated premium
• Meer mogelijkheden tot doormeten:
§Cross media device meten en targeten
§Tracking en waardering met de daadwerkelijk geziene impressies
• Toename trading desks
• Audience extension
• Branded data

22. Door Automated Trading...
POLL 2
• Daalt de gemiddelde advertentieprijs
• Stijgt de gemiddelde advertentieprijs
• Daalt de verkoop van creative premium content
• Stijgt de verkoop van creative premium content

23. Life of George
Lego

24. #dgtlnow13
Sjoerd Huitema
Sanoma
App Marketing

26. key learnings
•Why it’s all about the product
•What the role of promotional activities is for
mobile concepts

27. !"
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*!!"
+!!"
,-." /0123,1" 4,01356"78309"
!"#$%&'()'*++,'-.!'/0(",*!1,2'

28. X-factor
Product
SEO
Display
PR
Social
App Marketing: key factors
Social PR Display SEO Product
X-factor

29. Product
SEO
Display
PR
Social
App Marketing: 5 key factors
Social PR Display SEO Product
timing

30. Product
SEO
Display
PR
Social
App Marketing: 5 key factors
Social PR Display SEO Product

31. dev.time: 16 months dev.time: 3 months

32. unique visitors:
2.300
unique visitors:
20.000

33. StyleToday
Successful marketing burst, but not able to maintain
users and grow them.

34. What To Wear
Succesful marketingburst, and sticky app! Low
growth; but also very low churn rate => net growth!

35. Keep It Simple
can you tell the key benefit in one sentence?
&
Think Mobile!
a lot of short usage moments on a small screen!

36. Research by Google

39. Product
SEO
Display
PR
Social
App Marketing: 5 key factors
Social PR Display SEO Product

40. Sharing
Friends
Community
Sharing to FB, Twitter, LinkedIn, etc.
Friends connected apps
Social
Networking
The social pyramid

41. Product
SEO
Display
PR
Social
App Marketing: 5 key factors
Social PR Display SEO Product

42. Press release
Video
Creatives
Promo code
PR

43. Product
SEO
Display
PR
Social
App Marketing: 5 key factors
Social PR Display SEO Product

44. Launch
1 day ad campaign
Display advertising
leverage mobile ad campaigns
by hitting the top charts

45. More on ad campaigns
•Ad campaigns for (paid) apps never get a
positive ROI
• Independent of the network
• Independent of the publisher
•Implication: advertising is not a primary user
acquisition channel for (paid) apps!

46. Product
SEO
Display
PR
Social
App Marketing: 5 key factors
Social PR Display SEO Product

47. ASO
appstore search optimization

48. ASO

49. SEO
2. Mobile searches

50. high pagerank bonus!

53. REMEMBER
It’s all about the product
&
promotional activities are there to start the engine!

54. Wat is de meest kritische succesfactor van App
Marketing?
POLL 3
• Product
• X-factor
• Social
• PR
• Display
• SEO
X-factor
Product
SEO
Display
PR
Social

55. BREAK
Webinars over digital marketing
#dgtlnow13

56. Digital Media anno Now
#dgtlnow13

58. the changing times
three modern realities
three pieces of advice

59. the changing times
three modern realities
three pieces of advice

60. capability & affordability of tech

61. corporate usage
citizen usage
time
capability
&
a!ordability
of
technology
technology adoption curve

63. the changing times
three modern realities
three pieces of advice

64. 1/3 socialisation

68. the new media mix

69. reach
control
owned
bought
earned
+
+

70. 120
14,400
1.72M
(x 120)
(x 120)

73. 2/3 virtualisation

77. 3/3 mobilisation

79. interaction
consideration
relationshipengagement
loyalty purchase
awareness
affinity
branding image
tv
outdoor
press
cinema
radio
onlineemail
dm
events
pos

88. 314,000 donations
21 female startups
=
pennies for life

89. thisfluidworld.com/motech.pdf

92. the changing times
three modern realities
three pieces of advice

93. 1/3 start from strategy not tactics

94. 2/3 it’s not just about communications

95. 3/3 test & learn -
remove the word ‘failure’

96. jonathan@thisfluidworld.com

97. Monetization van mobiel bereik zal de komende
jaren voornamelijk komen uit:
POLL 4
• M-Commerce
• Display Advertising
• Location Based Services
• Paywalls

98. Wrap Up
#dgtlnow13

99. #dgtlnow13
Bedenk en beschrijf in maximaal een
half A4 het ideale marketingplan voor
de Larklife app (zie video)
ASSIGNMENT 1

100. Larklife Wristband
Lark

101. #dgtlnow13

104. #dgtlnow13

105. Challenge and/or Contact me
@jorisheuk
joris@makerstreet.nl

106. Senior Marketing Professionals (SMP)
•5 PE punten voor het volgen van alle vier de sessies.
•1 PE punten per losse sessie