Digital Advertising Ecosystem Flashcards
Holding Company
A holding company is essentially a parent company meaning it is a company that owns lots of companies. Some advertising agencies are independent organizations, but most advertising agencies are actually owned by larger agency holding companies. In this case, they own groups of agencies, which themselves own individual agencies and other types of marketing, media, and advertising companies.
Full Service Agencies
Large size agencies that deal with all types of advertising. Full service agencies employ different experts in different departments, so that they can handle work at all stages of an advertising campaign from gathering marketing data, to analyzing campaigns, to handling payments to media partners.
Interactive Agencies
These are agencies that specialize in digital advertising. The focus is on online advertisements, techniques such as sending personal messages on mobile phones, etc. The ad campaigns they produce are interactive, emphasize new technologies and concepts, and can be very innovative.
Media Buying Agencies
These agencies are responsible for the media buys placed for advertising campaigns. This can include all types of media, from scheduling TV spots to planning digital placements, to radio buys and more. They will supervise and confirm whether ads have been displayed or broadcast in the proper place and time, and collect reports to analyze the success of media purchases. This is the type of agency that media sellers will contact and work with most frequently.
Ad Agency Function: Account Team
Role = Business Development, Sales Value = Drive Revenue
Ad Agency Function: Strategy and Research
Role = Consumer research, align strategy with brand goals Value = Ensure strategy aligns to consumer behavior & goals
Ad Agency Function: Creative & Production
Role = Concept & design creative Value = Capture consumer attention
Ad Agency Function: Planning & Buying
Role = Prepare for and execute media buys Value = Ensure best pricing and value for advertiser
Ad Agency Function: Ad Ops
Role = Launch and monitor campaigns Value = Ensure successful execution of plan and protect cost
Publisher
(Media Owners - O&O) - seek to create, package, and/or distribute content that ultimately reaches a desired consumer
Content Packaging
the means by which content is defined as readable by a variety of software.
Content Distribution
is the delivery of media via the internet, to consumer interfaces (website) where the consumer is exposed to the media
3 Main Models for Distributing Content
Distributors, Syndicators & Aggregators
Distributors
Distributors are what we typically think of when we think of publisher. They organize and disseminate content. They usually have a team that creates the content, and then they release it to the public through their O&O properties, such as their website. An example would be the NY Times
Syndicators
Syndicators “push out” (syndicate) content. They have a team that creates content but they do not own the sites that release the content. Instead, syndicators will sell the content to websites. An example of this is the Associated Press
Aggregators
Aggregators “pull in” (aggregate) content. Aggregators do not create the content that they display on their website. Instead, they use technology to pull in content. Or, they may buy the content and display it on their site. An example of this might be Google News.
Digital Media Value Chain
Simplified view of the Digital Ecosystem
Center: Brand
Ring 1: Media Planning & Buying
Ring 2: Content Creators
Ring 3: Media Vendors
Ring 4: Execution Technologies
Ring 5: Media Enhancements
Ring 6: Business Intelligence
