what do games, financial markets and media trading have in common
TRANSCRIPT
@mikkokotila
what do games, financial markets and
media have in common
the 5th largest commodity
Utility Purchase
Utility Purchase
$
SpeculativeInvestment
Utility Purchase
$
SpeculativeInvestment
vs
middle-man economy
BUYER
ADVERTISER
MIDDLE-MAN
AGENCY PUBLISHER
SELLER
BUYER
ADVERTISER
MIDDLE-MAN
AGENCIES PUBLISHER
SELLER
ADVERTISER
MIDDLE-MAN
AGENCYPUBLISHER
VENDORS
ATD DSP EXCHANGE
ARTIST RECORDLABEL
DISTRIBUTION RETAIL ANDSMALL WHOLESALE
CONSUMER
BEFORE
ARTIST iTUNES CONSUMER
AFTER
zero sum game
survival of the fittest
“it is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change”
Mom & pop investors
Pension/Mutual funds
Investment banks
Hedge funds
“I know half of it works, but which half?”
DISPLAY LUMAscape
MARKETER
PUBLISHER
KITCHENSCAPE
FINISHED MEAL
RAW INGREDIENTS
“how does the space work?”
REPORTING
PLANNING
EXCHANGE
VERIFICATION
TRADING DESKS
TARGETING
AUDIENCE
THE MEDIA
INVESTOR
Market data
Real-time dashboards
Audience
Attribution
ROI REPORTING
PLANNING Banner
Video
SocialMobile
EXCHANGE
Audience verification
Viewability
Brand safety verification
Fraud reduction
VERIFICATION
Brand
Agency
DSP
Publisher
TRADING DESKS
Contextual
Dynamic creative
TARGETING
Market data places
Data management platform
On-demand audience generation
AUDIENCETHE
MEDIA INVESTOR
Data enrichment
TO BE HIGHLY COMPETITIVE YOU
ONLY HAVE TO KNOW A FEW THINGS WELL
five things every media investor should know
“media investor” - a party who takes positions in media instruments, either on their own behalf or as an agent for a 3rd-party
money flow
1
TRADING DSP MEDIA INTELLIGENCE EX/SSP
PUBLISHER
10%20% 36% 10% 24%
3%
8%
14%
4%
2%
5%
0 3 6 9 12 15REPORTING
VERIFICATION
ENRICHMENT
AUDIENCE BUY
TARGETING
PLANNING
lack of transparency
2
ADVERTISER AGENCY PUBLISHER
VENDORS
ATD
DSP
EXCHANGE
invalid impressions
3
“invalid impression” - an impression that does not at any point in time propose a potential return of any magnitude
consumer trust
4
conflicts of interest
5
COST PER RESULT
TRANSACTION VOLUME
COST PER TRANSACTION
RESULT VOLUME
AGENCY TRADING
DESK
ADVERTISER
DSP
put in place
FOCUS ON THE RIGHT THINGS
the role of the trading desk in
media investment
investment thesis
three flavours of trading desks
the agency trading desk
the hybrid desk
the brand trading desk
it’s all about data and technology
it’s all about data and technology
money
culture change
“it takes a long journey to know the horse’s strength”
THINK FOR TOMORROW
ACT FOR TODAY
THANK YOU