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.
Direct Sales Teams
Sell to a buyer (agency or brand)
Indirect Sales Teams
Sell through a partner or affiliate (like a rep firm, or selling only via an ad network or exchange)
Brand
Center of the Digital Media Value Chain
The Brand is the voice of consumer products & services value system. They are the initiators of digital advertising and all activities stem from them.
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
Media Planning & Buying
1st Ring of the Digital Media Value Chain
Agencies, In- House, Media Management Systems
This is where what channels and platforms brands place their advertising in is decided.
Media Management System
Sophisticated tools that make it easier for brands and agencies to manage complex campaigns & assets
Content Creators
2nd Ring of the Digital Media Value Chain
Publishers, Social, Brand Content & User Generated Content
This ring encompasses the types of content advertisers place their ads within to reach consumers.
(Typically pay a premium for ads around publisher content)
Media Vendors
3rd Ring of the Digital Media Value Chain
Publishers, Exchanges, DSP, SSP, Agency Trading Desk, Ad Networks
Media Vendors sell and resell media inventory
DSP
Demand Side Platforms - meet the needs of the marketers who offer the demand for the media (Buy Side)
SSP
Sell Side Platforms - systems that work like exchanges, but work for publishers’ needs. They develop systems that allow the content creator to manage the programmatic sale of their ad inventory - getting the greatest possible value
ATD
Agency Trading Desk - were developed by large agencies to pool available data from all their campaigns in order to enrich the data value of all their buys & increase the efficiency and the scale
Ad Networks
Aggregating ad inventory and packaging it based on audience/content (enabling efficient selling while helping agencies and brands reach their target audience)
Execution Technologies
4th Ring of the Digital Media Value Chain
Ad Servers, Site Servers
Execution Technologies simplify processes such as distribution to media outlets, placement tracking, performance optimization and reporting
Media Enhancements
Data Management Platforms, Data Suppliers, Creative Optimization, Rich Media, Ad Verification & Privacy
Data Management Platforms
Designed to handle the processing integration and implementation of these data sets
Data Suppliers
Sell data to inform media buys and/or overlay data for greater precision
Creative Optimization
Allows marketers to serve different versions of the ad creative and automatically optimize for the best performing creative
Rich Media
A form of advertising creative that allows for interaction and visual elements beyond static images or simple animated panels
Ad Verification & Privacy
Insure that a marketer’s ads run as planned and were actually seen by humans using computer code - also make sure that the ads don’t appear on website with questionable content
Tag Management
Automate tags by condensing them all into one tag speeding up delivery & optimization
Business Intelligence
6th & Final Ring of the Digital Media Value Chain
Macro systems that help companies make smarter decisions about digital advertising to more effectively manage their business
Media Attribution, Marketing Reporting & Analytics, Site Measurement & Anlaytics, Luma Partners
Media Attribution
Reporting that allows marketers to understand the holistic journey of the consumer through the campaign to the conversion
Marketing Reporting & Analytics
Customized for the needs of the advertiser/agency - may include dashboards that include multiple data points from the campaign
Site Measurement & Analytics
Utilizing tags to measure the impact of content and growth
Luma Partners
A research consultancy firm that advises media, marketing and technology companies, publishes visuals of the digital media ecosystems known as Lumascapes
