iMedia Agency Summit 2010-12-13a.pptx

THE MEDIA BERMUDA TRIANGLE

Surviving     in  the     New  Media   Universe  

Terence  Kawaja   LUMA  Partners   December  13,  2010  

©  LUMA  Partners  LLC  2010  

Agency  and  Media  Disintermedia;on   Data  and  technology  are  changing  tradi;onal  rela;onships   Media  

Marketer  

Consumer  

Agency   ©  LUMA  Partners  LLC  2010  

Media  From  Evolu;on  to  Revolu;on   Phase  

Tradi;onal  

“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,   Specialty  Magazines  

Internet  

Social,  Mobile,   Local,  Real  Time  

Business  Model  

SubscripOon,       Brand  AdverOsing  

SubscripOon  

ROI-­‐based   AdverOsing  

Data  Driven   Adver;sing  -­‐   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  

$$$$$$$$  

$$$$$$  

$$$  

$  

Example   Companies  

©  LUMA  Partners  LLC  2010   [email protected]  

It’s  a  Mixed  Up  World   is  an  ad  network   is  a  tech  plaWorm   is  an  agency   is  an  ad  analy;cs  company   is  a  data  company   is  all  of  the  above   ©  LUMA  Partners  LLC  2010  

Display  Adver;sing  Technology  Landscape  

©  LUMA  Partners  LLC  2010   [email protected]  

Landscape  Revisited  

SSP  

DSP   DMP  

INF   ©  LUMA  Partners  LLC  2010   [email protected]  

The  Landscape  is  Already  Consolida;ng  

©  LUMA  Partners  LLC  2010   [email protected]  

Digital  Compe;;on:  Clash  of  the  Titans  

©  LUMA  Partners  LLC  2010  

Thank  You  

Terence  Kawaja  

President  and  CEO   [email protected]   tkawaja  

©  LUMA  Partners  LLC  2010