Digital Innovators 09 Microsoft Advertising
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Microsoft Publisher Solutions 5 Ways to Increase Your Return on Audience / Analytics and Ad Management Berlin, Wednesday, March 4.th , 2009 Axel Hoehnke
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5 ways, how publishers can improve their "Return on Audience" stands for maximum returns from digital advertising through all commuication channels and business models. Presentation Slides from Digital Innovator´s Summit - VDZ Conference, March 2009. Where technolgy leaders presented solutions to Germany´s top tier Publishers. axelhoehnke for atlas - microsoft advertising
Transcript of Digital Innovators 09 Microsoft Advertising
Microsoft Publisher Solutions5 Ways to Increase Your Return on Audience
/ Analytics and Ad Management
Berlin, Wednesday, March 4.th , 2009
Axel Hoehnke
© 2009 Microsoft Corporation. | [email protected]
Microsoft Advertising crafts solutions to increase revenue for advertisers and publishers
ADVERTISERSPUBLISHERS
Media
Tools
Services
Solutions
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Microsoft is committed to building the platform for the advertising industry, allowing its customers to focus on their core competencies.
Increased Revenue for Top Tier Publishers
• Maximize yield: Forecasting, pricing, and sales
• Optimize ad delivery: Prioritization, effectiveness
• Improve efficiency across the board
© 2009 Microsoft Corporation. | [email protected]
Publishers: In an ideal world, you could monetize every impression at your premium rates
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CPM
Volume of Impressions
Maximum Revenue
Max CPM x Max Impressions
© 2009 Microsoft Corporation. | [email protected]
The industry has developed two classes of inventory to price discriminate
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Premium Sales Revenue
Discretionary Sales Revenue
CPM
Volume of Impressions
© 2009 Microsoft Corporation. | [email protected]
More sophisticated publishers have more ways of increasing revenue
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Premium Sales Revenue
Discretionary Sales Revenue
CPM
Volume of Impressions
1. Maximize Value of Premium Inventory
2. Increase Sell-through of Premium Inventory
3. Optimize Yield on Discretionary Inventory
5. Increase Overall Efficiency in Ad Sales & Delivery
4. Expand Total Impressions Available to Sell
© 2009 Microsoft Corporation. | [email protected]
Yield management is a core function of the airline industry; Publishers use similar concepts to maximize revenue
Airlines
Airlines will adjust prices to maximize revenue for limited seat availability. This role is fulfilled by their yield management groups, who control pricing
Online Publishers
Revenue Maximization
Prices
Capacity
Demand
Yield Management
Publishers need to understand the scarcity of their inventory and use yield management concepts to manage their sites
© 2009 Microsoft Corporation. | [email protected]
So what’s different about online advertising?
Firmly established in the airline industry for 20 years
There are few consumer alternatives to flying
There are only so many ways the seats can be laid out in a plane
The least price sensitive customer (e.g. business travelers) book last
AIRLINES
Has only been talked about in online media for 3 years (no data standards, common product specs)
If publishers don’t respect and partner with advertisers, they will take their business elsewhere
The number of packages and products that can be created from better targeting is almost infinite
The most price sensitive customers (direct marketers) book last
ONLINE ADVERTISING
HISTORY
PRICE RESPONSE
SCARCITY
COMPLEXITY
© 2009 Microsoft Corporation. | [email protected]
Microsoft Advertising has several products to help you with these hard problems
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Premium Sales Revenue
Discretionary Sales Revenue
CPM
Volume of Impressions
1. Maximize Value of Premium Inventory
2. Increase Sell-through of Premium Inventory
3. Optimize Yield on Discretionary Inventory
5. Increase Overall Efficiency in Ad Sales & Delivery
4. Expand Total Impressions Available to Sell
AdManagerPrice Director
Inventory Manager
Network Control Panel
Audience Extension
Deal ManagerBusiness Advisor
© 2009 Microsoft Corporation. | [email protected]
Bring It All TogetherRealize greater returns from your audience, and achieve operational excellence
through a unique blend of media, technology and consulting solutions.
Efficiency
Audience
Price Director
Inventory Manager
AdManager
Business Advisor
Deal Manager
Technology Solutions
Microsoft Network
Ad Syndication
Audience Extension
Media Solutions
Advisory Services
Information Services
Custom Analytics
Implementation
Consulting Solutions
The Most Comprehensive Set of Solutions In the Industry…
… and the most effective.
