Читать книгу Media Selling - Warner Charles Dudley - Страница 32

There are two main drivers of complexity in selling digital advertising: (1) the marketing ecosystem is more complex and (2) digital ad targeting adds even more layers of complication.

First, the marketing and advertising ecosystem has become infinitely more complex, as visualized in the Display LUMAscape graphic available at https://www.lumapartners.com/luma‐institute/lumascapes/display‐ad‐tech‐lumascape/.

The graphic shows the number of service companies that come between marketers such as P&G, AT&T, Amazon, and Ford and publishers such as The New York Times, The HuffPost, and NPR. These businesses include:

 Advertising agencies

 Retargeting companies

 Ad Servers

 Verification/Privacy companies

 Agency trading desks

 Creative optimization companies

 Demand‐side platforms (DSPs)

 Media planning and attribution companies

 Measurement and analytics companies

 Exchanges

 Data‐management platforms (DMPs) and data aggregators

 Data suppliers

 Ad networks (horizontal, vertical, and custom targeted)

 Performance and optimization companies

 Data‐sharing and social tools

 Supply‐side platforms (SSPs)

 Publisher tools companies

 Media management systems and operations companies

All of these businesses need salespeople who understand both the digital marketing ecosystem and the personal needs, problems, and challenges of media buyers, prospects, customers, and partners.

Second, the switch from broadcast, print, and US Postal Service distribution to Internet distribution has dramatically increased the amount of data available to marketers and, thus, has dramatically increased the ability of marketers to target individual consumers rather than advertise on traditional media like television or radio to broad demographics such as women 18–49. Cookies on web browsers, location data on smartphones, and the Internet Of Things (IOT) – chips in packages, in boxes of food, or in clothing – give marketers mountains of data to use to target specific individual consumers, for example a 34‐year‐old single woman who has recently looked online for outdoor camping equipment, who lives in the state of Washington, who uses one or more dating apps such as Tinder or Match.com, and who is planning a camping trip on a weekend in the next three weeks. Behavioral, life‐style, location, purchase intent, exact age, marital status, and much more data are available about anyone in the US or in the world who uses the Internet on a desktop, laptop, mobile phone, gaming station, or smart TV (smart TVs are connected to the Internet).

The explosion of specific data on individuals has replaced sizzle, magic, wild promises, and broad demographics as the currency in the media. Today virtually all media selling includes a digital component, so media salespeople must understand how digital advertising works and how it is created, purchased by auction, placed, targeted, served, tested, measured, and verified.