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1. Inventory + Ad Serving Christina Faurie Manager, Asset Management 2. Sales + Pricing Troy Somero Director, Sales Planning. 1. ESPN Digital Inventory & Ad Serving. What is Inventory? Why is it Managed? How is it Managed?. What is Inventory?.

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1. Inventory + Ad ServingChristina FaurieManager, Asset Management2. Sales + PricingTroy SomeroDirector, Sales Planning



What is inventory why is it managed how is it managed

What is Inventory?Why is it Managed?How is it Managed?


What is inventory

What is Inventory?

Assets (stuff with value) that are ready or will be ready for sale


Display Ad Impressions

Display & Mobile Ad Server

1st PARTY

Display, Mobile & Video Data Tracking

Page View

Unique Viewer

Video Ad Server

3rd PARTY




4.5+ Billion

(Impressions/mo.)

The ESPN Pie


55+ Billion

(Impressions/yr.)

The ESPN Pie





Ad serving data analytics reporting

Inventory Management Tools

AD SERVINGDATA ANALYTICSREPORTING


Forecast Considerations

  • Historical Data

  • Site Design

  • Page Design

  • Ad Serving

  • Ad Execution

  • Programming Changes

  • Current Events




Year 2 Event, Schedule Adjusted

35% traffic decrease


Value of Schedule Adjustment

500% capacity swing


The U.S. Open Golf Championship

  • Year 1

  • 2008 Championship

  • Tiger Woods outlasts Rocco Mediate in Playoff (Monday) despite ailing left knee

  • June 12-16

  • Year 2

  • 2009 Championship

  • Lucas Glover won (Phil Mickelson runner-up) despite heavy rain throughout

  • Tiger Woods finish T6, 35% decrease in traffic to section

  • June 18-22



Who does ESPN sell to?

  • Traditional media agencies

  • Advertisers directly

  • Direct Response

  • Ad Networks? Not really

  • Anyone with an advertising budget that wants to buy our inventory


How does ESPN determine pricing?

  • Advertiser history

  • Product/inventory being requested

  • Timing and seasonality

  • What will get the deal done?

  • At the end of the day, it is supply and demand


How does ESPN divide up inventory?

  • By sport

  • By delivery mechanism (Sponsorship, Rotational)

  • By ad execution (Display, Mobile, Video)

  • By device (Tablet, Handset)

  • Whatever the platform is that a client wants to advertise on, ESPN will find a way to fulfill the need


What type of “targeting” does ESPN offer?

  • Geo

  • Age

  • Gender

  • Time

  • Device

  • Browser

  • FRM

  • Third-party segmentation

  • All of these targeting capabilities allow ESPN to present the same inventory to clients in a variety of ways to be in the best position to make the sale


How is ESPN Sales evolving with industry change?

  • Selling Digital Video to TV agencies

  • Bundling sponsorships together across mediums and devices

  • Using the strength of the Live Sports TV marketplace to help push Digital initiatives

  • Opening up internal systems to external enhancements

  • Flexibility of pricing due to TV/Digital convergence

  • ESPN’s broad inventory pool and unique place in the industry as an inelastic property for the Male demo allows the Asset Management team to be flexible in the changing marketplace


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