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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 ServingChristina FaurieManager, Asset Management2. Sales + PricingTroy SomeroDirector, Sales Planning


1. ESPN Digital Inventory & Ad Serving


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


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


Why is Inventory Managed?


The ESPN Pie


4.5+ Billion

(Impressions/mo.)

The ESPN Pie


55+ Billion

(Impressions/yr.)

The ESPN Pie


The ESPN Pie


The ESPN Pie


How is Inventory Managed?


Inventory Management Tools

AD SERVINGDATA ANALYTICSREPORTING


Forecast Considerations

  • Historical Data

  • Site Design

  • Page Design

  • Ad Serving

  • Ad Execution

  • Programming Changes

  • Current Events


Year 1 Event Delivery Curve


Yr. 1 vs. Yr. 2 Event Delivery Curve

80% traffic decrease


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


2. ESPN Digital Sales and Pricing


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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