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Simplifying the Display Ad LUMAscape:          A 3D Game of Chess               Julie Schoenfeld          Chief Executive ...
The Display LUMAscape…                         P  M                          C                         U  A               ...
The        Opening...“A Recognized Sequence of Opening Moves”
Can Really Be Simplified Into 6 Functions      Establish      Campaign        Goals                  Plan and              ...
And Vendors Exist At Each Step             Establish                Plan Media          Place             Buy         Impl...
Each Step Reduces $$ To Publishers            Establish            Plan Media        Place           Buy         Implement...
1-D Chess Game: Integrate Across the Chasm            Establish            Plan Media        Place           Buy         I...
1-D Chess Game: Winner = Google            Establish             Plan Media       Place           Buy         Implement   ...
But Others are in the Game              Establish               Plan Media       Place          Buy         Implement     ...
The Break...“A Pawn advance or capture that opens a            block position”
There are 4 Key Positions      Premium                      RFPs and Golf Games               High-Touch                  ...
And 2 Main Points of Power - Price & Volume        ER   P OWPremium                       RFPs and Golf Games             ...
2-D Chess Game: Build Relationships with Users        ER   P OWPremium                                           High-Touc...
2-D Chess Game: Winner = Facebook or Google                                                       > 1B users on Google Use...
The Gambit...“A sacrifice of a piece with the hope of gaining                 an advantage”
Behind the Lumascape...                          P  M                           C                          U  A           ...
We Have Portals, People & Places                                   P  M                                    C              ...
We Have Portals, People & Places                                   P  M                                    C              ...
3D Chess Game: Surround the User          INTENT                 EMOTION      Winning Strategy: Connect with the User...  ...
3D Chess Game: Winner = TBD         INTENT    +    EMOTION                  ?
Check...1D: FUNCTIONALITY 2D: POSITIONING3D: ACCESS POINTS
Checkmate.
Thank You       Julie Schoenfeld  julie@perfectmarket.com         @schoenfeldjFor More Information: PerfectMarket.com  Fac...
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Simplifying the LUMAscape: A Game of 3D Chess

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The LUMAscape (by LUMA Partners) identified an overwhelming number of activities and companies involved in bringing together Advertisers and Publishers. Over the years, this LUMAscape concept has grown to include over 2,000 companies in over 200 categories across 8 unique LUMAscapes for display ads, search, video, mobile, social, commerce, digital capital and gaming. Navigating this complex ecosystem can often feel like a game of high-pressure chess! Perfect Market CEO Julie Schoenfeld serves as Chess Master for the afternoon and simplifies the LUMAscape into the three dimensions – Functionality, Positioning and Access Points – that are key to winning this game.

This presentation was originally presented as the Afternoon Keynote at Admonsters OPS Markets event on April 18, 2012 in New York City.

For more on Perfect Market, visit us at http://www.perfectmarket.com.

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Simplifying the LUMAscape: A Game of 3D Chess

  1. 1. Simplifying the Display Ad LUMAscape: A 3D Game of Chess Julie Schoenfeld Chief Executive Officer, Perfect Market May 2012
  2. 2. The Display LUMAscape… P M C U A O B R N L K S I E U S T M H E E E R R R
  3. 3. The Opening...“A Recognized Sequence of Opening Moves”
  4. 4. Can Really Be Simplified Into 6 Functions Establish Campaign Goals Plan and Develop P M Creative C U A Place and O Optimize B R N Buy L K S and I E Sell U S T Implement M and H E Optimize E E R R Package R and Price Develop Audience Advertiser / Demand Side Publisher / Supply Side
  5. 5. And Vendors Exist At Each Step Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K Examples: Examples: Examples: Examples: Examples: Examples: Examples: S • Omnicom • Nielsen • Teracent • AdWords • Dart • AdSense • Google I E • WPP • Comscore • Tumri • DoubleClick • 24/7 • Yahoo • Yahoo U • Efficient Frontier • Atlas DMT, DFA • Adroit • Invite • OpenX • Microsoft • Facebook S T • Invite Media • Covario • X+1 • Twelvefold Media • Dapper • Dotomi • Admeld • OpenX • Operative • Solbright • Peer39 • Admeld • Outbrain • Mochilla M • Adchemy • Agency trading • Fetchback • Appnexus • Omniture • Rubicon • AddThis H E desks • Twelvefold Media • Google • BlueKai • Gigya E • Doubleclick Ad Analytics • Audience • Sharepoint E R Planner Science R R
  6. 6. Each Step Reduces $$ To Publishers Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K S I E U S T M $ $ $ $ H E E E R R $$$ Becomes $$ R
  7. 7. 1-D Chess Game: Integrate Across the Chasm Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K S I E U S T M H E E E R R R Winning Strategy: Integration.
  8. 8. 1-D Chess Game: Winner = Google Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K S I E U S T M H E E • Invite Media • teracent • DoubleClick Ad • AdWords • AdSense • Dart • Google Search E R Planner • DoubleClick • Admeld • Google Analytics • Google R • Ad Words Ad Planner • Admob News R
  9. 9. But Others are in the Game Establish Plan Media Place Buy Implement Package Package Develop Campaign and Develop and and and and Audience Audience Goals Creative Optimize Sell Optimize Price Categories: Categories: Categories: Categories: Categories: Categories: Categories: P M • Agencies • Measurement & • Creative • Direct Sales • Ad Servers • DMPs • Publisher Tools/ C • Marketers Analytics Optimization • Exchanges • Ad Ops • Data Suppliers CMS U A • Media Planning • Retargeting/BT • Ad Networks • Media Mgmt • SSPs • Sharing Tools O Tools • DSPs • Analytics • Search Engines B R • Social Networks N L K S I E • ??? • dapper • Interclick • Right Media • 5:1 • In House • Homepage U • Interclick • Yahoo O&O S T M H E E E R • aQuantive • Global Creative • Atlas • AdCenter • pubCenter • Atlas • Bing R Solutions • Greenfield • AdECN • Powerset • Rapt • MSN R • ??? • ??? • ??? • ??? • Quigo • pictela • AOL properties • Tacoda • AdTech • Touch Clarity
  10. 10. The Break...“A Pawn advance or capture that opens a block position”
  11. 11. There are 4 Key Positions Premium RFPs and Golf Games High-Touch $$$ P M C U A O B Becomes R Buy $ L N K and S I E Sell U S T M H E $ E E R R R $$ Remnant Automated Low-Touch Advertiser / Demand Side Publisher / Supply Side
  12. 12. And 2 Main Points of Power - Price & Volume ER P OWPremium RFPs and Golf Games High-Touch P M C U A O B R N L K THE I S E BLOCK U S T M H E E E R R R Remnant Automated Low-Touch ER P OW Advertiser / Demand Side Publisher / Supply Side
  13. 13. 2-D Chess Game: Build Relationships with Users ER P OWPremium High-Touch P M C U A O B R N L K S E POWER I S U T M H E E E R R Winning Strategy: Mobilize Your Audience. R Remnant Low-Touch ER P OW Advertiser / Demand Side Publisher / Supply Side
  14. 14. 2-D Chess Game: Winner = Facebook or Google > 1B users on Google Users 850M users 170M on Google+ Ads perform more than 10 times Strong emotional connections Impact better when they appear on content through “Sponsored Stories” that is +’d by a friend Facebook pushes ads at you when User Google delivers ads at the moment you are looking at your wedding Experience of commercial intent photos Market 3.1% of Global Internet Ad 44.1% of Global Internet Ad Share Expenditures Expenditures 14
  15. 15. The Gambit...“A sacrifice of a piece with the hope of gaining an advantage”
  16. 16. Behind the Lumascape... P M C U A O B R N L K S I E U S T M H E E E R R R
  17. 17. We Have Portals, People & Places P M C U A O B R N L K S I E U S T M H E E E R R R
  18. 18. We Have Portals, People & Places P M C U A O B R N L K S I E U S T M H E E E R R R
  19. 19. 3D Chess Game: Surround the User INTENT EMOTION Winning Strategy: Connect with the User... Wherever They Are.
  20. 20. 3D Chess Game: Winner = TBD INTENT + EMOTION ?
  21. 21. Check...1D: FUNCTIONALITY 2D: POSITIONING3D: ACCESS POINTS
  22. 22. Checkmate.
  23. 23. Thank You Julie Schoenfeld julie@perfectmarket.com @schoenfeldjFor More Information: PerfectMarket.com Facebook.com/PerfectMarket Twitter.com/PerfectMarket Gplus.to/PerfectMarket

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