Turning Your Ad Inventory Into a Valuable Commodity
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Ad inventory ls like water - abundant & free. But just as consumers began paying for water, publishers can package their inventory with features that will ensure advertisers pay. Martini Media's SVP of Publishing explains...
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Turning Your Ad Inventory Into a Valuable Commodity
- 1. Turning Your Inventory Into a Valuable Commodity Bill Rowley | VP Business Development Where Influence Meets Affluence™
- 2. Digital Media Inventory is DISPLAY Like Air… DISPLAY DISPLAY DISPLAY (almost) Free & Abundant Where Influence Meets Affluence™
- 3. Water Used to Be Like Air… Free & Abundant Where Influence Meets Affluence™
- 4. Now We Pay For Water From free tap… To costly bottled Where Influence Meets Affluence™
- 5. Follow the Same Strategy with Your Digital Inventory From cheap standard banners… To Valuable Rich Media Inventory Where Influence Meets Affluence™
- 6. Make Ad Inventory Like Bottled Water: Remove the Impurities • Fewer ads per page • More ads above the fold • Less clutter Where Influence Meets Affluence™
- 7. Make Inventory Like Bottled Water: More Engaging Packaging Where Influence Meets Affluence™
- 8. Make Inventory Like Bottled Water: Add Enhancements Where Influence Meets Affluence™
- 9. Make Inventory Like Bottled Water: Influential Where Influence Meets Affluence™
- 10. Make Inventory Like Bottled Water: Customization & Targeting DATABASES: TARGETING & SOLUTIONS: DATA SOURCES: Big Data ANALYTICS: Ecosystem Unique, Yet Broad Technologies Unique Wide Audience Deployment Attributes, At 1ST PARTY Scale AUDIENCE 100M TARGETING: DEMOGRAP FIND THE RIGHT Individual AUDIENCE, FOR HICS profiles EACH Data Harvesting Architecture CAMPAIGN CONTEXTUA 50+ Data L Elements per OPTIMIZATION & profile INSIGHTS: MAXIMIZE BEHAVIORAL PERFORMANCE 200M+ Events THROUGHOUT on a daily CAMPAIGN PSYCHOGRA LIFECYCLE basis PHIC ENGAGING RICH MEDIA: SCALED SOCIAL SOLUTIONS ACROSS 1000 PUBLISHERS PLATFORMS 3RD PARTY SOCIAL, MOBILE, VIDEO CUSTOM OPERATIONS: SEGMENTS LOWER COSTS, INCREASE PRODUCTIVITY Where Influence Meets Affluence™
- 11. Make Inventory Like Bottled Water: Original Content Still Matters Water has it’s content parallel – the thing no one else has : • Tasmanian Rain – Tasmania • Lauquen Artesian – The Andes • 10 Thousand BC – Canada • Veen – Finland • Filico – Osaka, Japan • Fiji - Fiji • Berg – Icebergs • Finé - Japan Where Influence Meets Affluence™
- 12. $0.99 $14.00 $2 $25 Where Influence Meets Affluence™
- 13. Thank You Bill Rowley SVP, Business Development & Publishing Bill.rowley@martini-corp.com www.martinimediainc.com Join the Conversation Find me during the event for the Martini Media Playbook Where Influence Meets Affluence™
Notas del editor
- Note: We give display away quite frequently now as added valueDisplay is falling.“One thing that most everyone agrees on is the online advertising industry has a severe supply-and-demand imbalance. Based on ComScore ad figures, 2012 should see 4 trillion display ads served. There’s simply not enough demand to fill those. That’s left publishers in an arm’s race to create ever more impressions. It’s probably a losing strategy.” –Digiday“CPM rates for online display advertising have fallen 23.4% year-over-year despite a healthy 21.0% increase in ad spend, according to a new study from Ignition One. The number of impressions served has also increased 58.0%.” – Crowdscience (10/19/11)
- Water went from tap to Perrier to many different brandsWater revenues went up as it became packaged, marketed, sold, and beautifulAds went from simple display to rich media
- Bottled water was first sold as a cleaner drinking water that removed the impurities caused by the environmental surroundings, through new filtration systems.Martini removed the impurities around the ads by putting ads next to better content, above the fold, no clutter on the pages.Martini’s partners that perform best have fewer ads per page that are focused above the fold.“The industry, as it stands, is on course to produce an estimated 4 trillion display ad impressions in 2012. That’s too many when you consider that one in two, and that’s being conservative, has zero impact. Here’s a radical solution: Cut the number of ads on each Web page in half. This could unlock billions in brand ad dollars. But while cutting supply is a critical step, it needs to be accompanied by other moves.” – Eric Franchi (1/4/12
- Older water bottles vs today’s fancy packagingAds have become more interesting. They are no longer straight display but packaged better with newer implementations like video
- Water added flavors such as lemon-lime, to differentiate from others and add the next “new” thing. Then flavors evolved to new “water-like” drinks like Vitamin WaterAdvertising started to add much more rich media from static display to flash. The it evolved to a higher variety ad units that encompass much more like video, RSS feeds and social interaction.
- Water started as affluent but is now marketed to everyone as by the people everyone wants to be.Social media has enabled the consumer to share products they know and like with their friends. Martini has mShare which enables people to share the better ads or deals with their friends.