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Confidential & Proprietary - Not to be shared without written permission of OpenX Technologies, Inc. Online Advertising – Time to Renew the Faith April 1, 2009. If you believe what you read…. ….the sky is falling!. But advertising has come through for us in the past!. Web 1.0. Web 2.0.
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Confidential & Proprietary - Not to be shared without written permission of OpenX Technologies, Inc. Online Advertising – Time to Renew the Faith April 1, 2009
If you believe what you read… ….the sky is falling! Confidential & Proprietary - OpenX Technologies, Inc.
But advertising has come through for us in the past! Web 1.0 Web 2.0 Web 3.0? Pre-2000 Classic Display Paid Search Post-2000 Classic Display Paid Search 2003-2004 Classic Display Paid Search AdSense Ad Networks 2005-2008 Classic Display Paid Search AdSense Ad Networks Ad Exchanges Video Mobile Realizing Full Economic Value of 2.0 Audiences ….and will do so again!! Confidential & Proprietary - OpenX Technologies, Inc.
Massive value asymmetry today… Consumer Activity Economic Value Globally in 2009 $55.1B Globally in 2009 Search All Else Search All Else Source: JP Morgan (11/2008) Confidential & Proprietary - OpenX Technologies, Inc.
Why the gap? Fragmentation of Supply (300%+ growth in websites over last 5 yrs.)(2) Explosion of Supply (70% growth in impressions over last 5 yrs.)(1) Ambiguous or invisible consumer intent And, Advertisers struggle to reach their target customers. . . Brand Association Concerns Business Model/Value Chain Complexity • Source: • JP Morgan (11/2008) • Net Craft (2/2009) Confidential & Proprietary - OpenX Technologies, Inc.
Solution #1…People, not just places • Audience value increasingly important • Web-wide audience measurement Confidential & Proprietary - OpenX Technologies, Inc.
Solution #2…Understand people’s interests and intent • Basic Data (Demo, Geo, etc.) • Rich Data (Behavior, Transaction, etc.) Confidential & Proprietary - OpenX Technologies, Inc.
Solution #3…Audience Pooling business models Local Autos Kite Boarding Local Autos Home Loan Home Loan Cameras Cameras Bicycles Bicycles Travel Autos Travel C C C C C C C C C C C C C C C C C C C C C C C C Markets/Exchanges Ad Networks A A A A BID $0.80 BID $5.25 BID $9.50 BID $1.70 Confidential & Proprietary - OpenX Technologies, Inc.
Solution #4…Deliver more relevant ads • Targeted • Personalized • Customizable Confidential & Proprietary - OpenX Technologies, Inc.
Solution #5…Better balanced advertising within user experience • Dynamic page structure • Dynamic ad/edit ratio • “Total page” user experience Display (current form) Search Non-Commercial Search Commercial Search Confidential & Proprietary - OpenX Technologies, Inc.
Solution #6…Allow for mass advertiser participation Display Ad Network #3 Display Ad Network #6 Display Portal #2 Display Ad Network #1 Display Ad Network #4 Display Ad Network #5 Display Portal #3 Display Ad Network #2 Display Portal #1 Search A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A Confidential & Proprietary - OpenX Technologies, Inc.
In summary…what is needed • People, not just places • Interests & Intent – beyond Context & Action • “Audience Pooling” Business Models • Ad Relevance • Balanced Usability • Mass-market Advertiser Participation Confidential & Proprietary - OpenX Technologies, Inc.
Keep the faith!!! "We are continually faced with a series of great opportunities brilliantly disguised as insoluble problems." -- John W. Gardner • Therefore…2010-2011 will see a Renaissance • Quality • Diversity • Value • …in online advertising Confidential & Proprietary - OpenX Technologies, Inc.
