Digital display media vivek po v
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The document discusses the display media landscape and key drivers of growth in the display advertising market. It notes that globally, digital advertising now accounts for nearly 20% of total ad spending and is growing. In the US, display advertising is expected to outgrow search advertising by 2015. Major momentum drivers fueling the display market include increased engaged visitors, expanded display inventory, and greater audience data granularity. Programmatic technology, mobile usage, and digital video are also contributing significantly to display market growth trends in areas like reach, inventory, and targeting capabilities. The ecosystem involves various entities like DSPs, SSPs, ad exchanges facilitating the programmatic buying and selling of display inventory. Targeting methods include contextual, behavioral, demographic,
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Digital display media vivek po v
- 1. Market, momentum drivers Display Media Landscape Vivek Shah1
- 2. Image Area Market Opportunity Display Market Size Growth Forecast Key Momentum Drivers Vivek Shah2
- 3. Digital Spend as a % of Global Media Ad Spend Globally, digital now commands nearly 1 in 5 ad dollars, growing at an increasing rate 3 Vivek Shah
- 4. Drill Down - US Digital Display Market Size* 4 Note: On an average, based on past data, US spend is about 35% of global digital ad spend Display expected to out- grow search ad-spend by 2015 Key Growth Drivers: increasingly engaged visitor multiplied-display inventories audience level data granularity Vivek Shah
- 5. Display Advertising - Key Drivers 5 Prog. Tech. Mobile Video Reach Inventory Targeting Momentum of drivers on key parameters of display advertising Programmatic Tech Display Advertising Market Together, there is a highly-engaged-visitor momentum generated in terms of reach, inventory and targeting ability. Vivek Shah
- 6. Key Driver Growth Trends ( US Market ) 6 Mobile video, though a smaller piece, is also making strong progress Digital Video provides for better awareness and engagement among its viewers than TV content It is building on the growth of better targeting options from audience information and data aggregating platforms Vivek Shah
- 7. Image AreaEntities, Roles and Targeting Display Advertising Landscape Vivek Shah7
- 8. Display Advertising Ecosystem Source: LUMA Partners | Arrows indicate advertising information flow | Entity description in the notes section | 8 Emerging components , driving the display momentum, in terms of reach, targeting and volume Vivek Shah
- 9. Typical Ad-Serving Workflow Source: advertisingperspectives | Workflow description in the notes section 9 Vivek Shah
- 10. Audience Targeting is combination of these to identify the most optimal segment Typical Targeting Methods 10 Contextual Context of the content determines the ads Behavioral Declared or inferred interest / intent of the visitor, includes remarketing/retar geting Device Make, size, orientation of the device being used to access Demographic Visitor supplied or inferred demographic information Geographic Identifiable location of the visitor, based on IP., form-fill, etc. Temporal Day-parting determines the segment of users Vivek Shah
- 11. Key Partnerships in Recent Past 11 Participating Entities Key elements of the Partnership Google + Digitas & Lbi Nov 13 Committing to $100mn in the coming year for inventory on Google platforms, Youtube, Google+, access to banner on video and mobile, along with brand pages on G+, hangouts etc. The commitment gets discount rates to the agencies. ( Source ) Google + MediaVest Oct 13 Undisclosed upfront deal with Google for MediaVests US advertisers on Googles video, display and mobile inventory, including partner channels, etc. Also, access to Googles insight tools as well as creative resources. ( Source ) Yahoo + StarCom Nov13 Year-long deal to get exclusive access to 1st party Yahoo data ( from mail, etc. ) to identify the content resonating with specific audiences, and then create content with Y! studio to create client messaging for the audiences. ( Source ) Facebook + Google Oct 13 Google to get a seat on the FBX, to let DoubleClick marketers deliver retargeting ads on the FB network, after being away for over a year. ( Source ) Vivek Shah
- 12. Thank You Vivek Shah Contact: vivek8@micamail.in Mobile: 989 260 2182 12Vivek Shah