The document discusses the evolution of digital media from a top-down approach to a bottom-up approach. It outlines how media buyers used to treat all audiences the same by buying impressions across many websites (top-down). Now, buyers can analyze audience data to target media to specific profiles and segmentations using APIs to access billions of opportunities (bottom-up). The Media Kitchen advocates starting with rich audience profiles and overlaying appropriate media contexts to those audiences.

1. FROM TOP DOWN TO BOTTOM UP
AN EVOLUTION OF DIGITAL MEDIA
HOW THE MEDIA KITCHEN APPROACHES DIGITAL
AUGUST 2011 // @themediakitchen

2. AGENDA
1. A LITTLE BIT OF HISTORY
2. AUDIENCE ANALYSIS & MEDIA BUYING PROCESS
3. UNBUNDLING THE IMPRESSION
4. PLATFORMS VS. HEURISTIC PARTNERS
5. CLOSING COMMENTS

3. IT’S HARD TO ENVISION THE FUTURE WITHOUT FIRST
UNDERSTANDING WHERE WE HAVE BEEN.

4. 1 WEBSITE

5. 2 WEBSITES

6. MANY WEBSITES

7. WHEN BING LAUNCHED (2009),
IT HAD INDEXED OVER 1 BILLION URLS

8. AS A MEDIA STRATEGIST, YOU HAVE BILLIONS OF
CHOICES OF PLACES YOU CAN BUY MEDIA.
WHERE DO YOU BEGIN?

9. AUDIENCE
RESEARCH
AUDIENCE
QUALIFIERS
* NOT CONCLUSIVE, JUST EXAMPLES

10. Site Direct
Ad Networks
Rep Firms
HISTORICALLY

12. WE TREAT EVERYONE THE SAME

13. AND THAT WAS THE OLD WAY.
THE TOP DOWN WAY.
THE AVERAGE WAY.

14. WE BELIEVE THAT THE FUTURE OF DIGITAL DELIVERS
THE ABILITY TO GO BEYOND AVERAGES. AS
LONG AS WE CAN SERVE & TRACK MEDIA ON ANY
CHANNEL WITH THE ABILITY TO UNBUNDLE MEDIA,
WE CAN DE-AVERAGE.

15. TMK THINKS THERE IS A BETTER WAY.

16. DIGITAL. dig·it·al
AN INFRASTRUCTURE
A MEDIA CHANNEL
AN ENABLER

17. MEDIA
IMPRESSION

18. USING DIGITAL (TECHNOLOGY)...
AUDIENCE
MEDIA
PROFILE

20. INDUSTRY PIONEERING TRADING DESK (2008)

21. AUDIENCE + MEDIA BUYING
TRADING DESK
YAHOO! GOOGLE MSFT APPNEXUS ADMELD CONTEXT OTHER
WEB

22. TRADING DESK
DRIVEN BY API’S
YAHOO! GOOGLE MSFT APPNEXUS ADMELD CONTEXT OTHER
WEB

23. An Application Programming Interface (API) is a
particular set of rules and specifications that software
programs can follow to communicate with each other. It
serves as an interface between different software
programs and facilitates their interaction, similar to the
way the user interface facilitates interaction between
humans and computers.

24. API DRIVEN BUYING ALLOWS
PURCHASE AUDIENCE PROFILES
EVALUATE BILLIONS OF MEDIA OPPS
ALGORITHMICALLY OPTIMIZE
DATA WAREHOUSE FOR ADVANCED ANALYTICS

25. API DRIVEN BUYING
PURCHASE AUDIENCE PROFILES
EVALUATE MILLIONS OF MEDIA OPPS
ALGORITHMICALLY OPTIMIZE
DATA WAREHOUSE FOR ADVANCED ANALYTICS
IN A WORLD WHERE THERE ARE
BILLIONS OF OPPORTUNITIES, YOU
CANNOT RFP THEM ALL.

26. THE MEDIA
KITCHEN

27. THIS IS WHAT WE DO ALL DAY
Brand Immersion Strategy Tactical Implementation Evaluation
The Brand Role of Media Negotiation Monitor
Plan Development
The Business Ideation Packaging Optimize
Trade-Offs
The Target Success Metrics Execution Analysis/ROI

28. THE POEM CONSTRUCT
How can we design an
engaging experience for
Owned Media both users and audience?
Website, Project page, Facebook Page, How can technology be
Mobile app, Game, Branded content, Live fully leveraged?
How is interaction event
supported by
classical advertising
SE
SH
ED
PU
IDEA!
Relevance
Differentiation
dia
Innovations
Panline ads,
O
Me
id Offline
ser rs,
edi gge
s
l m Blo
M ads
au
ed
cia ts,
Who are the people we
ed
So nalis
CLASSICAL
have to reach in order
rn
INTEGRATION
r
Jou
ia
to communicate to our
Ea
target group? Why will
they talk about idea?
Source: Jung v. Matt

29. x10
TMK HUB
HIGH TOUCH API DRIVEN
STANDARDIZED
CUSTOM UNITS
UNITS
MANUAL ALGORITHMIC
POEM PM
+ STRATEGY & ANALYTICS

30. TMK HUB
HIGH TOUCH API DRIVEN
STANDARDIZED
CUSTOM UNITS
UNITS
MANUAL ALGORITHMIC
TRADING DESK
POEM PM
+ STRATEGY & ANALYTICS

31. BOTTOMS UP:
START WITH AUDIENCE,
THEN OVERLAY MEDIA

32. BOTTOMS UP:
START WITH AUDIENCE,
THEN OVERLAY MEDIA
RICH AUDIENCE PROFILES BECOME
INCREASINGLY IMPORTANT

33. IF AUDIENCES ARE IMPORTANT,
SEGMENTATION IS ULTIMATE.
1ST PARTY DATA
3RD PARTY DATA

34. BY DELIVERING A BOTTOM’S UP PLAN, WE CAN NOW
DELIVER AUDIENCE INSIGHTS THAT WERE NEVER
AVAILABLE IN THE PAST.
WE CAN NOW BUY ACROSS BILLIONS OF WEBSITES
WITHOUT ISSUING RFP’S.
WE ARE BUILDING AN AGENCY ON TOP OF A LARGE
DATA WAREHOUSE.
API DRIVEN + CUSTOM INTEGRATIONS ARE THE
FUTURE OF MEDIA

35. HOW DOES THIS EVOLVE OUR THINKING?
1. LOOK FOR MEDIA PARTNER REDUNDANCIES.
LESS OF A NEED FOR AD NETWORKS.
2. WHEN TESTING PARTNERS, GO DEEP WITH FEW
RATHER THAN SHALLOW WITH MANY.
3. MAKE SURE YOUR CAMPAIGN INFRASTRUCTURE IS
SETUP TO MAXIMIZE DATA INGESTION AND USAGE.

36. THANK YOU!
www.mediakitchen.tv // @themediakitchen