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Partnerships: There is simply no other way

Partnerships: There is simply no other way. Our world is growing. 100 Billion: Apps downloaded 1 Billion: Smart Phones sold 1 Billion: Facebook users 6 Billion tweets per month 5 Billion searches per day 400 Million Hulu streams 200 Million blogs 100 Million: iPads sold

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Partnerships: There is simply no other way

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  1. Partnerships:There is simply no other way

  2. Our world is growing • 100 Billion: Apps downloaded • 1 Billion: Smart Phones sold • 1 Billion: Facebook users • 6 Billion tweets per month • 5 Billion searches per day • 400 Million Hulu streams • 200 Million blogs • 100 Million: iPads sold • Venture Capital invested in Advertising Technology: $5 Billion This generates data, lots of it!

  3. And its not getting any simpler • 60 Billion impressions served a month by GroupM agencies…(and that’s just the advertising) • 200 000 requests seen in RTB – per second • 728 Million profiles updated in any given week • 10.1 Billion segments attached to profiles in 30 days • Ave number of data segments per cookie - 15 • Number of DSP’s 12 • Number of data sellers >100 • Number of data buyers >10 000 • We actively manage 6PB of data, growing by 45 TB per month

  4. Staggering The potential for confusion, complication, inefficiency, discrepancies, increased cost, error?

  5. Do you really want to do this on your own?

  6. B B uild P uy artner

  7. Build

  8. Why Build • Pioneer in the field • Patentable technology • Need to own the intellectual property • Core business • Have time or can build in increments • Have in-house expertise • Offers most control • Potentially most profitable

  9. Buy

  10. Why Buy • Core to business • Short time to market • Need intellectual property • Time critical • Shortage of in-house expertise • Acquire market leadership

  11. Partner

  12. Why Partner • Fastest Time to Market • Help manage complexity • Conserves resources • Reduce Risk • Assume market leadership • Customers buy best of breed • Test waters before a deeper commitment?

  13. How many partners are enough? • 2009: 1600 partners (average spend $400k) • 2012: 1100 partners (average spend $1.8mm) • 80% of spend by 20 partners • 100 – 150 preferred partner relationships • How to choose preferred partners..

  14. Not all partnerships are with Suppliers In the Motherhood Using Partnerships for real innovation For the first time ever, In the Motherhood combined consumer generated content with professional screenwriters and top-name talent to create an online comedy series which targeted moms based on the brand messaging and positioning of its clients.

  15. Client Partnership

  16. Microsoft Partnership Communicating with moms in an unprecedented fashion.

  17. Partnership with Consumers “I've often thought, if scriptwriters want some fresh, funny, material they should check out the mom blogs. With moms living out loud, there's tons of funny antics and shenanigans in the blog-o-sphere. Well, some wise person figured this out. And they put a cool plan in motion. That plan is ‘In the Motherhood.’” ~ Lisa, Midwestern Mommy “Thanks for the show... it's something I can give to my husband so he will understand where I'm coming from.” ~ ve3aht, In The Motherhood message boards “I kept smacking my forehead and couldn't stop laughing!” ~ Maman, Life in Monochrome, Singapore “Moms, Do you Need to Laugh? Do you need a break? Go to the link below. Watch the videos. They are irreverent but wickedly funny. In the Motherhood is guaranteed to make you laugh.”~ Kirsten L. Izatt, The Estate Planning Law Group

  18. Partnership with Network Television

  19. Program Recap Breakthru 3rd Party Results 763,000 Hours of Consumer Engagement ITM picked up by ABC for primetime 5th Most Trafficked Parenting Site* New Marketing Model

  20. No-one said it was easy • Check ego at the door • Agree on what a lucrative partnership looks like – upfront • Who does what? • Who is accountable for what • Swat team not a committee • Rising tide floats/sinks all boats – no blamestorming • Approach partnership from the user’s pov • Four golden rules* – how many does yours fulfill? Partnerships that make money • Partnerships that save money Partnerships that grow a userbase Partnerships that build a better product *Forbes

  21. Thank-you John.montgomery@groupm.com @taxidodger

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