1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing...
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Transcript of 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing...
![Page 1: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/1.jpg)
1. Inventory + Ad ServingChristina FaurieAssociate Director, Asset Management
2. Sales + PricingTroy SomeroDirector, Asset Management
![Page 2: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/2.jpg)
1. ESPN Digital Inventory & Ad Serving
![Page 3: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/3.jpg)
What is Inventory?
Why is it Managed?
How is it Managed?
![Page 4: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/4.jpg)
What is Inventory?
Assets (stuff with value) that are ready or will be ready for sale
![Page 5: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/5.jpg)
![Page 6: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/6.jpg)
![Page 7: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/7.jpg)
Unique Viewer
Display & Mobile Ad Server
Page View
Display Ad Impressions
![Page 8: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/8.jpg)
Why is Inventory Managed?
![Page 9: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/9.jpg)
The ESPN Pie
![Page 10: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/10.jpg)
6+ Billion(Impressions/mo.)
The ESPN Pie
![Page 11: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/11.jpg)
72+ Billion(Impressions/yr.)
The ESPN Pie
![Page 12: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/12.jpg)
Homepage
NFL
MLB
NBA
College Football
College Basketball
NHL
Golf
Fantasy
Other
The ESPN Pie
![Page 13: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/13.jpg)
Display
Mobile
Video
The ESPN Pie
![Page 14: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/14.jpg)
![Page 15: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/15.jpg)
What?
• Demo• Geo• Behavioral• In-Market
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1st PARTY
3rd PARTY
How?
![Page 17: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/17.jpg)
Unique visitors: 52.2 MM/month
Total Views: 2+ BN/month
HP Views: 15-20 MM/day
Sites: 13 Sites [National (1), Local (5), International (3), Affinity (4)]
Platforms: 3 Platforms [Display, Mobile, Video]
Products: 8,000+ products
Ad sizes: 15 sizes
WatchESPN: 3,500+ live events
Behavioral: 200+ Targeting Categories
The ESPN Pie
![Page 18: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/18.jpg)
How is Inventory Managed?
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AD SERVING
DATA ANALYTICS
REPORTING
Inventory Management Tools
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Forecast Considerations• Historical Data
• Site Design
• Page Design
• Ad Serving
• Ad Execution
• Programming Changes
• Current Events
![Page 21: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/21.jpg)
SeasonalityESPN - InContent - NFL - Homepage Sponsorship
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2. ESPN Digital Sales and Pricing
![Page 23: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/23.jpg)
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
![Page 26: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/26.jpg)
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
![Page 27: 1. Inventory + Ad Serving Christina Faurie Associate Director, Asset Management 2. Sales + Pricing Troy Somero Director, Asset Management.](https://reader030.fdocuments.us/reader030/viewer/2022013011/551bef70550346af588b65e9/html5/thumbnails/27.jpg)
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