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The LUMAscape (by LUMA Partners) identified an overwhelming number of activities and companies involved in bringing together Advertisers and Publishers. Over the years, this LUMAscape concept has grown to include over 2,000 companies in over 200 categories across 8 unique LUMAscapes for display ads, search, video, mobile, social, commerce, digital capital and gaming. Navigating this complex ecosystem can often feel like a game of high-pressure chess! Perfect Market CEO Julie Schoenfeld serves as Chess Master for the afternoon and simplifies the LUMAscape into the three dimensions – Functionality, Positioning and Access Points – that are key to winning this game.This presentation was originally presented as the Afternoon Keynote at Admonsters OPS Markets event on April 18, 2012 in New York City.For more on Perfect Market, visit us at http://www.perfectmarket.com.
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Simplifying the Display Ad LUMAscape: A 3D Game of Chess
Julie SchoenfeldChief Executive Officer, Perfect Market
May 2012
The Display LUMAscape…
CONSUMER
PUBL I SHER
MARKETER
The Opening...
“A Recognized Sequence of Opening Moves”
Can Really Be Simplified Into 6 Functions
Advertiser / Demand Side Publisher / Supply Side
Establish Campaign
GoalsPlan and Develop Creative
Place and Optimize
BuyandSell
Implement and
Optimize
Package and Price
Develop Audience
PUBL I SHER
CONSUMER
MARKETER
Package Audience
And Vendors Exist At Each Step
Establish Campaign
Goals
Plan Media and Develop
Creative
Place and
Optimize
BuyandSell
Implement and
Optimize
Package and
PriceDevelop
Audience
PUBL I SHER
CONSUMER
MARKETER
Categories:• Agencies• Marketers
Categories:• Measurement &
Analytics• Media Planning
Tools
Categories:• Creative
Optimization• Retargeting/BT• DSPs
Categories:• Direct Sales• Exchanges• Ad Networks
Categories:• Ad Servers• Ad Ops• Media Mgmt• Analytics
Categories:• DMPs• Data Suppliers• SSPs
Categories:• Publisher Tools/
CMS• Sharing Tools• Search Engines• Social Networks
Examples:• Omnicom• WPP• Efficient Frontier• Invite Media• Covario• Adchemy
Examples:• Nielsen• Comscore• Atlas DMT, DFA• X+1• Twelvefold Media• Agency trading
desks• Doubleclick Ad
Planner
Examples:• Teracent• Tumri• Adroit• Dapper• Dotomi• Fetchback• Twelvefold Media
Examples:• AdWords• DoubleClick• Invite• Admeld• OpenX• Appnexus
Examples:• Dart• 24/7• OpenX• Operative• Solbright• Omniture• Google
Analytics
Examples: • AdSense• Yahoo• Microsoft• Peer39• Admeld• Rubicon• BlueKai• Audience
Science
Examples:• Google• Yahoo• Facebook• Outbrain• Mochilla• AddThis• Gigya• Sharepoint
Package Audience
Each Step Reduces $$ To Publishers
PUBL I SHER
CONSUMER
MARKETER $$$ Becomes $$
$ $ $ $
Categories:• Agencies• Marketers
Categories:• Measurement &
Analytics• Media Planning
Tools
Categories:• Creative
Optimization• Retargeting/BT• DSPs
Categories:• Direct Sales• Exchanges• Ad Networks
Categories:• Ad Servers• Ad Ops• Media Mgmt• Analytics
Categories:• DMPs• Data Suppliers• SSPs
Categories:• Publisher Tools/
CMS• Sharing Tools• Search Engines• Social Networks
Establish Campaign
Goals
Plan Media and Develop
Creative
Place and
Optimize
BuyandSell
Implement and
Optimize
Package and
PriceDevelop
Audience
Categories:• Agencies• Marketers
Categories:• Measurement &
Analytics• Media Planning
Tools
Categories:• Creative
Optimization• Retargeting/BT• DSPs
Categories:• Direct Sales• Exchanges• Ad Networks
Categories:• Ad Servers• Ad Ops• Media Mgmt• Analytics
Categories:• DMPs• Data Suppliers• SSPs
Categories:• Publisher Tools/
CMS• Sharing Tools• Search Engines• Social Networks
Winning Strategy: Integration.
Package Audience
1-D Chess Game: Integrate Across the Chasm
PUBL I SHER
CONSUMER
MARKETER
Establish Campaign
Goals
Plan Media and Develop
Creative
Place and
Optimize
BuyandSell
Implement and
Optimize
Package and
PriceDevelop
Audience
Package Audience
1-D Chess Game: Winner = Google
PUBL I SHER
CONSUMER
MARKETER • Invite Media • teracent • DoubleClick Ad
Planner• Ad Words Ad
Planner
• AdWords• DoubleClick
• AdSense• Admeld• Admob
• Dart• Google Analytics
• Google Search• Google
News
Categories:• Agencies• Marketers
Categories:• Measurement &
Analytics• Media Planning
Tools
Categories:• Creative
Optimization• Retargeting/BT• DSPs
Categories:• Direct Sales• Exchanges• Ad Networks
Categories:• Ad Servers• Ad Ops• Media Mgmt• Analytics
Categories:• DMPs• Data Suppliers• SSPs
Categories:• Publisher Tools/
CMS• Sharing Tools• Search Engines• Social Networks
Establish Campaign
Goals
Plan Media and Develop
Creative
Place and
Optimize
BuyandSell
Implement and
Optimize
Package and
PriceDevelop
Audience
• ??? • ??? • ??? • ??? • Quigo• Tacoda• Touch Clarity
• pictela• AdTech
• AOL properties
• aQuantive • Global Creative Solutions
• Atlas• Greenfield
• AdCenter• AdECN
• pubCenter• Powerset
• Atlas• Rapt
• Bing• MSN
• ??? • dapper • Interclick • Right Media • 5:1• Interclick
• In House • Homepage• Yahoo O&O
Package Audience
But Others are in the Game
PUBL I SHER
CONSUMER
MARKETER
Categories:• Agencies• Marketers
Categories:• Measurement &
Analytics• Media Planning
Tools
Categories:• Creative
Optimization• Retargeting/BT• DSPs
Categories:• Direct Sales• Exchanges• Ad Networks
Categories:• Ad Servers• Ad Ops• Media Mgmt• Analytics
Categories:• DMPs• Data Suppliers• SSPs
Categories:• Publisher Tools/
CMS• Sharing Tools• Search Engines• Social Networks
Establish Campaign
Goals
Plan Media and Develop
Creative
Place and
Optimize
BuyandSell
Implement and
Optimize
Package and
PriceDevelop
Audience
The Break...“A Pawn advance or capture that opens a
block position”
There are 4 Key Positions
Advertiser / Demand Side Publisher / Supply Side
CONSUMER
Premium High-Touch
Buy and Sell
PUBL I SHER
MARKETER
RFPs and Golf Games
$$$B
ecomes
$$
$
$
AutomatedRemnant Low-Touch
And 2 Main Points of Power - Price & Volume
Advertiser / Demand Side Publisher / Supply Side
CONSUMER
Premium High-Touch
THE BLOCK
PUBL I SHER
MARKETER
RFPs and Golf Games
Automated
POWER
Remnant Low-Touch
POWER
2-D Chess Game: Build Relationships with Users
Advertiser / Demand Side Publisher / Supply Side
CONSUMER
Premium
Remnant
High-Touch
Low-Touch
PUBL I SHER
MARKETER
POWER
POWER
POWER
Winning Strategy: Mobilize Your Audience.
2-D Chess Game: Winner = Facebook or Google
14
Users 850M users> 1B users on Google
170M on Google+
Impact Strong emotional connections through “Sponsored Stories”
Ads perform more than 10 times better when they appear on content
that is +’d by a friend
User Experience
Facebook pushes ads at you when you are looking at your wedding
photosGoogle delivers ads at the moment
of commercial intent
Market Share
3.1% of Global Internet Ad Expenditures
44.1% of Global Internet Ad Expenditures
The Gambit...
“A sacrifice of a piece with the hope of gaining an advantage”
Behind the Lumascape...
PUBL I SHER
CONSUMER
MARKETER
We Have Portals, People & Places
PUBL I SHER
CONSUMER
MARKETER
We Have Portals, People & Places
PUBL I SHER
CONSUMER
MARKETER
3D Chess Game: Surround the User
Winning Strategy: Connect with the User...Wherever They Are.
INTENT EMOTION
3D Chess Game: Winner = TBD
INTENT EMOTION
?
+
Check...
1D: FUNCTIONALITY
2D: POSITIONING
3D: ACCESS POINTS
Checkmate.
Thank You
Julie [email protected]
@schoenfeldj
For More Information:PerfectMarket.com
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