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1. Inventory + Ad Serving Christina Faurie Manager, Asset Management 2. Sales + Pricing Troy Somero Director, Sales Planning PowerPoint PPT Presentation


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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 Serving Christina Faurie Manager, Asset Management 2. Sales + Pricing Troy Somero Director, Sales Planning

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1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

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


1 espn digital inventory ad serving

1. ESPN Digital Inventory & Ad Serving


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


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

Display Ad Impressions

Display & Mobile Ad Server

1st PARTY

Display, Mobile & Video Data Tracking

Page View

Unique Viewer

Video Ad Server

3rd PARTY


Why is inventory managed

Why is Inventory Managed?


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

The ESPN Pie


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

4.5+ Billion

(Impressions/mo.)

The ESPN Pie


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

55+ Billion

(Impressions/yr.)

The ESPN Pie


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

The ESPN Pie


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

The ESPN Pie


How is inventory managed

How is Inventory Managed?


Ad serving data analytics reporting

Inventory Management Tools

AD SERVINGDATA ANALYTICSREPORTING


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

Forecast Considerations

  • Historical Data

  • Site Design

  • Page Design

  • Ad Serving

  • Ad Execution

  • Programming Changes

  • Current Events


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

Year 1 Event Delivery Curve


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

Yr. 1 vs. Yr. 2 Event Delivery Curve

80% traffic decrease


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

Year 2 Event, Schedule Adjusted

35% traffic decrease


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

Value of Schedule Adjustment

500% capacity swing


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

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


2 espn digital sales and pricing

2. ESPN Digital Sales and Pricing


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

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


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

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


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

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


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

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


1 inventory ad serving christina faurie manager asset management 2 sales pricing troy somero director sales planning

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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