The SCIENCE-ification of Media
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This presentation discusses the opportunity posed by the "science-ification of media" where large quantities of consumer data are utilized to target and optimize everything from advertising to content which I posit will have broad and profound implications.
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The SCIENCE-ification of Media
- 1. THE SCIENCE-IFICATION OF MEDIA Terence Kawaja MATHMEN
- 2. SCIENCE-IFICATION What the hell does that mean?
- 3. Digital is just now finding its true value as a media channel Display media is at a cri8cal inflec8on point
- 4. I see the boys in Mountainview agree
- 5. Media From Evolu8on to Revolu8on Phase Tradi8onal “New” Online Science-‐ified Time Period Prior to 1990 1990 to present 1995 to present 2008 to present Gauge Broadcast Narrowcast Targeted Personalized Channels TV, Radio, Print Cable, Satellite Radio, Internet Social, Mobile, Specialty Magazines Local, Real Time Example Companies Business Model SubscripHon, SubscripHon ROI-‐based Data Driven Brand AdverHsing AdverHsing Adver8sing -‐ Ecommerce Content Delivery Push Push Pull Real Time Push Consumer Choice Few Many Infinite Personalized Pace of Growth Slow Accelerated Rapid Very Rapid Capital Required $$$$$$$$ $$$$$$ $$$ $ © LUMA Partners LLC 2010
- 6. Like science-ified media, my drinking could be described as - SOCIAL - MOBILE - LOCAL - REAL TIME
- 7. Decline Curves and the Innovator’s Dilemma $ Cable TV ? Broadcast TV Radio Newspapers Management Cycle Directories Time Most traditional media companies are managing decline curves and are challenged to convert to the digital platforms © LUMA Partners LLC 2010
- 8. There’s No Going Back © LUMA Partners LLC 2010
- 9. Data makes it all possible
- 10. Good idea What a mess! I need a drink
- 11. The Display Adver8sing Technology Landscape © LUMA Partners LLC 2010
- 12. Moving Away From Point Solu8ons DSP SSP DMP INF © LUMA Partners LLC 2010
- 13. Ecosystem-‐Wide Players DSP SSP WHICH COMPANY WILL ANCHOR A CREDIBLE # 2? DMP INF © LUMA Partners LLC 2010
- 14. Dark Horse Candidates DSP SSP WHICH COMPANY WILL ANCHOR A CREDIBLE # 2? DMP INF © LUMA Partners LLC 2010
- 15. Consolida8on Has Already Begun i © LUMA Partners LLC 2010
- 16. The Ad Market Opportunity is Much Bigger The advertiser needs to solve for: 1. Allocation 2. Optimization 3. Attribution Television Digital Print Radio OOH Display Search © LUMA Partners LLC 2010
- 17. Media is becoming personal © LUMA Partners LLC 2010
- 18. But will privacy concerns kill the opportunity?
- 19. The Journal is doing an investigative series on advertising and privacy……I need a drink.
- 20. Implica8ons for the Purchase Funnel… Purchase Funnel Metric Example Companies Impression Display CPM Search CPC Lead CPL Data Customer CPA Sale Transac8on Art Science © LUMA Partners LLC 2010
- 21. …Include a Collapse of the Funnel Purchase Funnel Metric Example Companies Impression Display CPM Search CPC Lead CPL Data Customer CPA Sale Transac8on Art Science © LUMA Partners LLC 2010
- 22. Think Big: More Than Just Media SEARCH DISPLAY CONTENT CRM ECOMMERCE DESIGN © LUMA Partners LLC 2010
- 23. Science-‐ified Content Discovery: Publisher Nirvana? Real Time Web Tradi8onal On-‐ramp: Content Distribu8on Publisher Off-‐ramp: Traffic Acquisi8on © LUMA Partners LLC 2010
- 24. I’ll plan the party Perhaps we should buy one of these media technology companies… © LUMA Partners LLC 2010
- 25. Outlier M&A Interest in Media © LUMA Partners LLC 2010
- 26. Who knew? © LUMA Partners LLC 2010
- 27. Digital Compe88on: Clash of the Titans © LUMA Partners LLC 2010
- 28. A winning strategy © LUMA Partners LLC 2010
- 29. Thank You Terence Kawaja President and CEO tkawaja@lumapartners.com tkawaja © LUMA Partners LLC 2010