More Related Content Similar to The SCIENCE-ification of Media (20) More from LUMA Partners (20) The SCIENCE-ification of Media3. Digital
is
just
now
finding
its
true
value
as
a
media
channel
Display
media
is
at
a
cri8cal
inflec8on
point
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
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
14. Dark
Horse
Candidates
DSP SSP
WHICH COMPANY WILL ANCHOR A CREDIBLE # 2?
DMP
INF
©
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
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
29. Thank
You
Terence
Kawaja
President
and
CEO
tkawaja@lumapartners.com
tkawaja
©
LUMA
Partners
LLC
2010