DIGITAL MARKETING
INDUSTRIES
Summary 2020-2021
,LESOVERZICHT
1. Evolution of Business Models in (Digital) Media (Pebble Media).....................................4
1.1. Which media players did we have in the ecosystem?.............................................................4
1.2. What is changing?..................................................................................................................4
1.3. How did the traditional circle change?...................................................................................5
1.4. The online market in the total media ecosystem....................................................................5
1.5. Evolution of the media (2019 vs 2018)...................................................................................5
1.6. The traditional value chain structure......................................................................................6
1.7. New Ideas & KPI’s in media buying........................................................................................7
1.8. Programmatic value chain structure today.............................................................................7
1.9. Impact of the Real Time Bidding.............................................................................................8
1.10. Ecosystem & Single Sign On..................................................................................................8
2. Socio-Economic perspective............................................................................................9
2.1. Marketing communication landscape advertisers..................................................................9
2.1.1. Marketing communication landscape: shift......................................................................10
2.1.2. Rethinking the Marketing Funnel......................................................................................11
2.1.3. Marketing communication landscape: POEM...................................................................11
2.1.4. How to analyse the digital media landscape?...................................................................12
2.1.5. Combining two approaches...............................................................................................13
2.2. Multi-layered model for analysis..........................................................................................16
A) Techno-cultural constructs.....................................................................................................16
1. Technology..............................................................................................................................16
2. Users and usage......................................................................................................................19
3. Content...................................................................................................................................19
B) Socio-economic structures......................................................................................................20
1. Ownership...............................................................................................................................20
2. Governance.............................................................................................................................20
3. Business Models......................................................................................................................21
2.3. Transitions in digitisation and Datafication (Possible Exam question)..................................23
3. Welcome tot he Brave New World (Telenet).................................................................24
3.1. Who is Telenet?....................................................................................................................24
3.2. What does Telenet want?....................................................................................................25
3.3. What does Telenet really want?...........................................................................................25
3.4. How does Telenet think?......................................................................................................25
3.5. Why doesn’t Telenet get it?.................................................................................................25
3.6. Things Telenet wants to improve.........................................................................................26
3.7. Thinks Telenet wants to provide..........................................................................................26
3.8. Omnichannel........................................................................................................................26
4. Media channels and online platforms............................................................................26
4.1. What is actually happening with the media?........................................................................27
4.2. Digital platforms...................................................................................................................27
4.2.1. Case: Occupy Protests.......................................................................................................28
4.2.2. Definition digital platform.................................................................................................28
4.2.3. Types of digital platforms..................................................................................................28
4.2.4. Platform society.................................................................................................................28
4.2.5. Platform mechanisms........................................................................................................29
4.3. Media channels as digital platforms: summary....................................................................31
4.4. Media channels as digital platforms: intro...........................................................................33
2
, 4.5. Studying Facebook: from social network to data infrastructure...........................................33
4.6. Technical and business dimension of platforms: business platform.....................................34
4.7. Technical and business dimension of platforms: technical platform.....................................36
4.8. Methodology: studying Facebook’s evolution......................................................................36
4.9. Technical and economic expansion of early Facebook platform...........................................37
5. Digital Marketing today and tommorow (WFA).............................................................41
5.1. Snapshot of digital marketing today.....................................................................................41
5.2. The digital advertising ‘ecosystem’.......................................................................................43
5.3. Key issues faced by advertisers in digital marketing.............................................................44
6. Market Research...........................................................................................................45
6.1. Overview: Impact of digital media on marketing research...................................................45
6.2. Tools: the like economy (social buttons and data-intensive web)........................................46
6.3. Consequences......................................................................................................................53
7. Digital Marketing Transformers (Google).......................................................................58
7.1. Digital marketing maturity...................................................................................................59
7.2. From traditional marketing to automated marketing..........................................................61
7.3. Marketing through the Omni-channel journey.....................................................................61
7.4. Share of digital in marketing................................................................................................61
7.5. Google in 1998.....................................................................................................................63
8. Marketing Communication............................................................................................64
8.1. Overview: impact of digital media on marketing communication .......................................64
8.2. Advertising power shift (Text 4.1 Turow) ............................................................................65
8.3. Online advertising industry (Text 4.2 Evans) .......................................................................69
8.4. Current digital advertising market (EU / US / Global) ..........................................................77
9. An Introduction to programmatic marketing (BAM)......................................................80
9.1. Introduction to media buying...............................................................................................80
9.2. what is programmatic marketing?........................................................................................80
9.3. Why programmatic marketing?............................................................................................81
9.4. How does programmatic marketing work?..........................................................................83
9.5. Market dynamics..................................................................................................................83
10. Consumer Perspective.................................................................................................84
10.1. User agency........................................................................................................................84
10.2. User commodity types (1/2)...............................................................................................90
10.3. User commodity types (2/2)...............................................................................................91
11. Master Class (Mobile Vikings)......................................................................................93
3
, 1. Evolution of Business Models in (Digital)
Media (Pebble Media)
Pebble Media is a sales house. A sales house is a company who is
selling media space for publishers
VAR is a sales house for radio and TV for VRT. They have 50% for
Pebble media and Telenet has the other half 50%.
Pebble media sell digital media space (websites, but it can be data too).
They work for Belgian publishers (e.g. VRT, Sporza, Radio1, Radio2,
Njam…). They also work with websites from abroad (e.g. France =
Marmiton, Eurosport). Why? Because Belgian surfers like to visit these
websites. They also work with international companies (Snapchat,
LinkedIn, Spotify). The difference between these digital media spaces and
‘tradition media spaces’, is that national broadcasters sell media space to
advertisers and that money goes to the Belgian Ecosystem. But with the
digital media, there is an other business model due to in fact that money
goes abroad (France…).
1.1. Which media players did we have in the ecosystem?
4.
1. 2. Media 3. Sales
(Local)
Advertisers Agency House
Media
1. Advertisers = People who want to promote their products/services
2. Media Agency = they’re specialized in making media strategies. The
means you need/ use to reach people. They decide which means: e.g.
TV, radio, channels, medium types…). They’re very good in
negotiating.
3. Sales House =They are setting the media spaces to the publishers,
broadcasters.
4. Local Media = changes more & more, is influenced by international
media.
1.2. What is changing?
There are more international players.
1. Advertisers are getting into an international context. They make more
decisions based on money, quick reactions. They are more
performance based (campaigns are being measured; e.g. which sites
are being more visited).
2. Media agency, since a long time in an international context.
3. Sales Houses are still in a local context, but now you have the
GAFA(N) players = Google, Amazon, Facebook, Apple and Netflix. In
this case Netflix is not an important player because they don’t have a
commercial business plan. They’re just a content provider. Sales
Houses have problems nowadays with technologies due to the fact
that this is continuously evolving and changing. In the traditional way,
sales houses were used to put an agreement on a contract including
4
INDUSTRIES
Summary 2020-2021
,LESOVERZICHT
1. Evolution of Business Models in (Digital) Media (Pebble Media).....................................4
1.1. Which media players did we have in the ecosystem?.............................................................4
1.2. What is changing?..................................................................................................................4
1.3. How did the traditional circle change?...................................................................................5
1.4. The online market in the total media ecosystem....................................................................5
1.5. Evolution of the media (2019 vs 2018)...................................................................................5
1.6. The traditional value chain structure......................................................................................6
1.7. New Ideas & KPI’s in media buying........................................................................................7
1.8. Programmatic value chain structure today.............................................................................7
1.9. Impact of the Real Time Bidding.............................................................................................8
1.10. Ecosystem & Single Sign On..................................................................................................8
2. Socio-Economic perspective............................................................................................9
2.1. Marketing communication landscape advertisers..................................................................9
2.1.1. Marketing communication landscape: shift......................................................................10
2.1.2. Rethinking the Marketing Funnel......................................................................................11
2.1.3. Marketing communication landscape: POEM...................................................................11
2.1.4. How to analyse the digital media landscape?...................................................................12
2.1.5. Combining two approaches...............................................................................................13
2.2. Multi-layered model for analysis..........................................................................................16
A) Techno-cultural constructs.....................................................................................................16
1. Technology..............................................................................................................................16
2. Users and usage......................................................................................................................19
3. Content...................................................................................................................................19
B) Socio-economic structures......................................................................................................20
1. Ownership...............................................................................................................................20
2. Governance.............................................................................................................................20
3. Business Models......................................................................................................................21
2.3. Transitions in digitisation and Datafication (Possible Exam question)..................................23
3. Welcome tot he Brave New World (Telenet).................................................................24
3.1. Who is Telenet?....................................................................................................................24
3.2. What does Telenet want?....................................................................................................25
3.3. What does Telenet really want?...........................................................................................25
3.4. How does Telenet think?......................................................................................................25
3.5. Why doesn’t Telenet get it?.................................................................................................25
3.6. Things Telenet wants to improve.........................................................................................26
3.7. Thinks Telenet wants to provide..........................................................................................26
3.8. Omnichannel........................................................................................................................26
4. Media channels and online platforms............................................................................26
4.1. What is actually happening with the media?........................................................................27
4.2. Digital platforms...................................................................................................................27
4.2.1. Case: Occupy Protests.......................................................................................................28
4.2.2. Definition digital platform.................................................................................................28
4.2.3. Types of digital platforms..................................................................................................28
4.2.4. Platform society.................................................................................................................28
4.2.5. Platform mechanisms........................................................................................................29
4.3. Media channels as digital platforms: summary....................................................................31
4.4. Media channels as digital platforms: intro...........................................................................33
2
, 4.5. Studying Facebook: from social network to data infrastructure...........................................33
4.6. Technical and business dimension of platforms: business platform.....................................34
4.7. Technical and business dimension of platforms: technical platform.....................................36
4.8. Methodology: studying Facebook’s evolution......................................................................36
4.9. Technical and economic expansion of early Facebook platform...........................................37
5. Digital Marketing today and tommorow (WFA).............................................................41
5.1. Snapshot of digital marketing today.....................................................................................41
5.2. The digital advertising ‘ecosystem’.......................................................................................43
5.3. Key issues faced by advertisers in digital marketing.............................................................44
6. Market Research...........................................................................................................45
6.1. Overview: Impact of digital media on marketing research...................................................45
6.2. Tools: the like economy (social buttons and data-intensive web)........................................46
6.3. Consequences......................................................................................................................53
7. Digital Marketing Transformers (Google).......................................................................58
7.1. Digital marketing maturity...................................................................................................59
7.2. From traditional marketing to automated marketing..........................................................61
7.3. Marketing through the Omni-channel journey.....................................................................61
7.4. Share of digital in marketing................................................................................................61
7.5. Google in 1998.....................................................................................................................63
8. Marketing Communication............................................................................................64
8.1. Overview: impact of digital media on marketing communication .......................................64
8.2. Advertising power shift (Text 4.1 Turow) ............................................................................65
8.3. Online advertising industry (Text 4.2 Evans) .......................................................................69
8.4. Current digital advertising market (EU / US / Global) ..........................................................77
9. An Introduction to programmatic marketing (BAM)......................................................80
9.1. Introduction to media buying...............................................................................................80
9.2. what is programmatic marketing?........................................................................................80
9.3. Why programmatic marketing?............................................................................................81
9.4. How does programmatic marketing work?..........................................................................83
9.5. Market dynamics..................................................................................................................83
10. Consumer Perspective.................................................................................................84
10.1. User agency........................................................................................................................84
10.2. User commodity types (1/2)...............................................................................................90
10.3. User commodity types (2/2)...............................................................................................91
11. Master Class (Mobile Vikings)......................................................................................93
3
, 1. Evolution of Business Models in (Digital)
Media (Pebble Media)
Pebble Media is a sales house. A sales house is a company who is
selling media space for publishers
VAR is a sales house for radio and TV for VRT. They have 50% for
Pebble media and Telenet has the other half 50%.
Pebble media sell digital media space (websites, but it can be data too).
They work for Belgian publishers (e.g. VRT, Sporza, Radio1, Radio2,
Njam…). They also work with websites from abroad (e.g. France =
Marmiton, Eurosport). Why? Because Belgian surfers like to visit these
websites. They also work with international companies (Snapchat,
LinkedIn, Spotify). The difference between these digital media spaces and
‘tradition media spaces’, is that national broadcasters sell media space to
advertisers and that money goes to the Belgian Ecosystem. But with the
digital media, there is an other business model due to in fact that money
goes abroad (France…).
1.1. Which media players did we have in the ecosystem?
4.
1. 2. Media 3. Sales
(Local)
Advertisers Agency House
Media
1. Advertisers = People who want to promote their products/services
2. Media Agency = they’re specialized in making media strategies. The
means you need/ use to reach people. They decide which means: e.g.
TV, radio, channels, medium types…). They’re very good in
negotiating.
3. Sales House =They are setting the media spaces to the publishers,
broadcasters.
4. Local Media = changes more & more, is influenced by international
media.
1.2. What is changing?
There are more international players.
1. Advertisers are getting into an international context. They make more
decisions based on money, quick reactions. They are more
performance based (campaigns are being measured; e.g. which sites
are being more visited).
2. Media agency, since a long time in an international context.
3. Sales Houses are still in a local context, but now you have the
GAFA(N) players = Google, Amazon, Facebook, Apple and Netflix. In
this case Netflix is not an important player because they don’t have a
commercial business plan. They’re just a content provider. Sales
Houses have problems nowadays with technologies due to the fact
that this is continuously evolving and changing. In the traditional way,
sales houses were used to put an agreement on a contract including
4
