Advertiser Types- Any Info
A friend of mine sent the following request for information that he’s hoping to wrap his head around:
I am working on an internal research project and am trying to build a reasonably accurate model of today’s online advertising/marketing value chain… essentially we are working to build a common understanding of how the big pieces fit together and how the $$ flows between the various segments. Ultimately, I’d like to pull together a single slide that covers:
- The brand advertisers (GM, Procter & Gamble, and all the way down)
- The ad agencies
- The media planners/owners
- The ad servers (Doubleclick) and networks (VideoEgg, ScanScout, Tribal Fusion et al)
- The publishing platforms (Brightcove, Move Networks)
- The destination media sites (from CBS to Youtube to Facebook and everyone in between)
- The mega-players who bring multiple pieces to the table (Google, Microsoft, Yahoo, AOL)
- The ad targeting (Revenue Sciences) and measurement firms (Quantcast, Dynamic Logic, Nielsen, Omniture)
- Any other major categories that I missed?
I’m not in this space at all, but you might be. If you’re interested and have information about this, please email me: blog at chrisbrogan dot com.
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Comments
I’d split “ad agencies” into 2 large groups: ad producers / campaign managers. Those are separate if you think of a difference between online/offline ad markets - offline agencies are much more “producers” when online are much more “managers”.
When you think of video ads, social media, viral - on one side and ppc, targeting, analytics on another - it’s clear that people that do the creative work are not very fluent in results measuring and numbers and v.v. -
Chris and Friend,
IBM has an excellent flowchart showing the advertiser value chain on page 16 of this whitepaper: http://t1d.www-03.cacheibm.com/industries/media/doc/content/bin/media_ibv_advertisingv2.pdf
It’s also a very good read on the future of advertising, and the pressures on certain players as consumers gain more control over the message.
the viral/guerilla advertisers who use entertainment in place of traditional advertising to sell products.
Bloggers who will mention/name-drop people or products for profit.