Media Fragmentation and “The Passion Tail” at DFWIMA
Posted by Jay Sears on Mon, Mar 17, 2008 @ 02:59 PM
The Dallas-Fort Worth Interactive Marketing Association (DFWIMA) invited us down last Tuesday, March 11th, to speak with their members about the who, what, where, why and how of advertising exchanges.
For an hour, we spoke about media fragmentation, marketplace response from portals, sites, networks and exchanges and about something we call “The Passion Tail”.
In presenting “The Passion Tail,” I argue that sites are no longer as relevant as individual pages of content. If you look at the proliferation of The Long Tail of content publishers (in the millions) and how 75% of site entry is a deep dive thru search (regardless of publisher size), the consumer is connecting with her passions by going directly to the pages of content that matter to her. Exchanges are one way to make this phenomenon addressable to marketers. In particular, at the ADSDAQ ad exchange, we contextualize each and every page and provide a level of control for the brand advertiser not commonly seen in exchange or network models.
For those that attended the presentation, below, we have also embedded video of Rob Norman of WPP’s GroupM speaking at the IAB Annual meeting in February.
Video, audio and a copy of the presentation follows.
Video of Jay Sears, SVP of ContextWeb at DFWIMA discussing Media Fragmentation and “The Passion Tail”:
Download Audio of Jay Sears, SVP of ContextWeb at DFWIMA discussing Media Fragmentation and “The Passion Tail”
Download the PDF presentation of Jay Sears, SVP of ContextWeb at DFWIMA
Rob Norman at IAB Part 1
Rob Norman at IAB Part 2
Rob Norman at IAB Part 3
Rob Norman at IAB Part 4
Rob Norman at IAB Part 5
Rob Norman at IAB Part 6
-- Jay Sears
