Digital Advertising – how do we tackle the Google and Facebook monopolies? (MEL)

Google and Facebook are extremely powerful advertising platforms, allowing us to target effectively by such attributes as interests and geography. Advertisers like the programs because they can get real-time feedback on the effectiveness and engagement of their ads, which is often not the case with traditional media.

 However, there is a catch: the monopoly service providers wield huge power, making negotiation of improved terms very challenging. 

 This round-table has been proposed by the procurement team at Sportsbet, a large user of the monopoly service providers. Participants will explore any tips, tricks or insights that may help them, and others in a similar position, to negotiate and more effectively manage these relationships on an ongoing basis. 

 Among the questions participants might explore are:

•  Have you ever negotiated with Google, Facebook or twitter directly?
• How do we negotiate with them to get a better deal?
• Have you pulled global volume?
• What leverage can you use in negotiation?
• What has worked, what hasn’t worked?
• Are there creative solutions we might implement? 

In addition to the relevant Sportsbet members, there will also be the Head of Digital at Seek and one or two external experts participating in the round-table. This is a great opportunity for PASA Connect members to come together to work through a commonly held problem. We would suggest that for members in other states that have significant advertising spend, that it might be well worth travelling for. We will not be arranging or enabling video or web conferencing of the session.