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1. Inventory + Ad Serving Christina Faurie Manager, Asset Management 2. Sales + Pricing Troy Somero Director, Sales Plan

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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

What is Inventory?

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

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Display Ad Impressions

Display & Mobile Ad Server

1st PARTY

Display, Mobile & Video Data Tracking

Page View

Unique Viewer

Video Ad Server

3rd PARTY

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4.5+ Billion

(Impressions/mo.)

The ESPN Pie

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55+ Billion

(Impressions/yr.)

The ESPN Pie

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Forecast Considerations
  • Historical Data
  • Site Design
  • Page Design
  • Ad Serving
  • Ad Execution
  • Programming Changes
  • Current Events
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Value of Schedule Adjustment

500% capacity swing

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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
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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
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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
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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
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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
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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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