Digital Advertising's New Wave Digital Advertising's New Wave
Digital Advertising's New Wave Digital Advertising's New Wave
Digital Advertising's New Wave Digital Advertising's New Wave
2006-2008 2008-2010+
Location: New York City Blog: Optimize & Prophesize (search “jonathan
mendez”)
History Lesson # 1
- Howard Gossage
History Lesson # 2
- David Ogilvy
History Lesson # 3
“What information consumes is rather obvious: it consumes the
attention of its recipients. Hence a wealth of information creates
a poverty of attention
...and a need to allocate
that attention
efficiently among the
overabundance of
information sources
that might consume it.”
“Information Management”
•Hypertext
•Computer Conferencing
•Document Retrieval
•Information Management
•Project Control
Services are not an ad
supported biz model!
“This is the first mass marketing
medium that isn’t supported by ads.”
– Seth Godin 2008
But old
models
die
hard
2001-2007: Easy Money
•Media $$$
•Free Search traffic
•Big Display Networks
•High CPM
•Page Views
Google Changed Everything
Google Changed Everything
Search
fractures
information
architecture
16% of Search Terms overlapped with the NY Times Information Architecture
6 months later 60% of top 50 terms the same
The largest value creation in web content
is not publishing
Self publishing
Aggregators
UGC
Self-serve
classified
Hobbyist
Curators
“Branding is why media buyers don't care about
context. But Branding only works when people can't
talk to each other, and compare notes on the "images"
they are being sold. The web made sure that era is
over. Branding, and so "impressions", don't matter any
more.
•AWARENESS •PERFORMANCE
•CPM •CPx
2. SEGMENTATION
•BULK •DIFFERENTIATED
•VERBAL •DSP/EXCHANGES
•I/O •AUTOMATED
5. CAMPAIGN MANAGMENT
Advertiser Publisher
Publisher
Network Publisher
Advertiser Publisher
Advertiser
Network
DSP Yield Opti Publisher
Network
Advertiser
The Wave is Crashing on Pubs