Henry Rowe's presentation from Propel's recent "Predictions for Digital 2013" event. For more content like this, go to www.propellondon.com/blog or follow us on Twitter - @propellondon
1. Disclaimer and Privacy
This presentation was prepared in good faith for the attendees of the Propel
Conference only. It is not to be shared or distributed.
The examples and logos used in this presentation are for illustrative
purposes only and do not in anyway reflect our views on those businesses
or make any claims as to their strategies and business plans.
2. “From foundation to fun”
Why 2013 is going to be an exciting
year for digital media
3. Benchmarking and revenue generation for media
owners!
We have unique business performance data, insights,
products and in-house expertise to help media owners
maximise revenue from digital media !
4. Our Media Owner Tracker tool benchmarks over 100
aspects of media owner performance !
!
These benchmarks cover all aspects of business
performance such as creative formats, rates, data use,
programmatic trading, technology, revenue share, mobile,
campaign operations, video, creative solutions,
subscriptions, e-commerce and content !
!
We have over 5 years of performance data in our Pool !
!
The aggregate trends within this specialist data helps us
understand what will influence commercial success in
2013!
5. 2012 – Laying the foundations
It was about trading, ATDs, technology, product
development, structures, platform development,
content distribution, out-sourcing, learning, up-
skilling and processes
= A year of planning
6. 2013 – Building a premium future
Building on the fundamental actions of 2012, the
(media) empires strike back, the resurgence of
the media brand, better quality solutions,
smarter data management, more innovation,
more content deals, better platform integration
= A drive for greater engagement
7. Agency Consolidation
The rise of ‘central services’ and of the ‘business/
planning’ agencies !
Smarter desks, agency DMPs, fewer deals. Contact confusion.
A bigger/better role in 2013 for agencies with their clients!
*Other desks and agencies also impact this market. Logos above are examples only
8. Small data
Media owners will make smarter use of vertical, first
party data and audience extensions to stage a ‘premium
fight back’!
Quality audience + mass reach extension now possible,
single customer view, disassociation of media and data key.
Need to understand the revenue opportunity and the risks.!
9. E-commerce enters the media world
Better use of e-commerce data within media will be
hugely motivational (and also terrifying) for the market.
Expect a big push for budget in 2013. !
A real challenge to the existing order. The emergence of
‘commercially driven display’. You need to know the value of
your data (and an ability to monetise it) in this ecosystem!
10. Further blurring of market definitions
Deep consumer data, programmatic media and a more
liquid market, will help blur the lines between client,
media owner and agency. More brand trading desks. !
Genuine challenge to traditional relationships, roles and
operations. Re-assessment of how you can use ‘recent’ data.
Importance of specialism/vertical. Smarter consumer VRM? !
11. The rise of commercial content
Agencies & advertisers will be more committed to driving
digital brand spend by creating and trading content!
Content in the media mix a scale reality. Greater focus on
ability to sell, measure and implement content. Re-
assessment of media owner commercial models and creating
multiple revenue streams from the same assets.!
12. Further evolution of High Impact Formats
The desire for engagement will make ‘High Impact
Formats’ evolve even further
!
Expect more solus ads, additional innovation and a more
competitive market. Scalability in this market = big spend
increase. Format selection and development is key. !
13. Video market driven by insight
A renewed desire for incremental reach from unified
research in video. Bringing together fragmented
hardware and distribution the key market focus.
!
Total x-platform reach by plan/programme, engaging
formats, increase in single buying/reporting requirements.
Is there a role for your business in this video market?!
14. The growth of native advertising
The desire to innovate within premium environments
will mean a much greater focus on ‘native’ advertising!
All parties looking to add unique value. Programmatic world =
scale opportunity. Sales proposition question marks for media
owners. Editorial/sales collaboration. Who owns the creative!?!
15. Phase 3 of mobile advertising
We’ll see more native ads (FB, Twitter), location (O2/
Weve) and more integrated campaigns in 2013 !
2013 will see 75% of us with a smartphone. 1bn of those
worldwide. Mobile is 10% of our time but only 1% of media
spend. The iPad alone is bigger than McDonalds. Mobile is
18% of search. FaR Pool shows 26% of media owner imps
accessed by mobile but < 10% of revenue, 43% of Marketers
think it is the number 1 priority for 2013. I could go on…!
Acceleration of responsive design. Content = Advertising.
Significant closing of the gap between consumer usage
and budgets through higher quality planning and creative.!
16. The emergence of the “media non-owners”
A change from smart consumer products, to smart
communication products
!
New ad formats. Greater collaboration between this world
and ‘traditional’ media owners. Spotlight on content
distribution (and where ‘ad’ messages end up). New models
available for content monetisation if you get it right.
!
17. More ‘personalisation’ and ‘automagic’
Data and data partnerships helping create more
tailored content and commercial solutions
!
Huge drive for single sign-in/customer views. An ability to
monetise that at scale. More data/b2b partnerships
opportunities. Consumer buy-in to personalisation means
‘personalised media planning’ a reality.
!
18. A view for 2013 from FaR!
1. Agency centralisation/consolidation
2. Premium publisher data use
3. Ecommerce in media
4. Publisher trading desk
5. Branded content and content trading
6. High impact formats
7. Video engagement with the metrics to match
8. Native advertising blossoms, at (increased) scale
9. Mobile Phase 3
10. More ‘media-not-owners’ on the plans
11. Personalisation and automagic raises the bar
And prepare for ‘viewable impressions’ and ‘ad verification’ within all this
19. There are four really important things you need if
you are to maximise revenue from this market !
Skills! Market Intelligence!
Scalability! Multiple revenue!
20. Where FaR could help!
Access to unique commercial media performance data!
!
The tools to assess and benchmark all aspects of your business operations
!
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Data and advice regarding share, revenue potential and audience pricing!
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Data trading and programmatic sales strategy, pricing and delivery
!
!
Monetising content and content partnerships!
!
Integrated creative solutions development
!
!
Mobile and video commercial strategy and implementation!
!
Optimise current revenue streams – create whole new revenue streams
!
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Robust data-driven advice on advertising, subs, data and ecommerce revenue!
21. Thank you very much for your time
HenryRowe@FaRPartners.com
07808 921 835
020 7935 5936
Twitter @FaRPartners
