bob lord - convergence: the intersection of media, creative & technology - data summit

Transforming Business at the Intersection of Marketing and TechnologyBob Lord, Global CEO

CONVERGE:

CREATIVITY

IT’S MORE THAN JUST

TECHNOLOGY

IT’S MORE THAN JUST

MEDIA+DATA

IT’S MORE THAN JUST

CONVERGE

NEW BRANDEXPERIENCES

MEDIA (+ DATA) TECHNOLOGY CREATIVITY

NEW TECHNOLOGY

PALETTEFUELS BRANDEXPERIENCES

MEDIAALLOWS

CONVERSATION

CREATIVITYCOMES FROMEVERYWHERE

BUSINESS OF STRATEGY AND INSIGHT

TECHNOLOGY

CREATIVEMEDIA

THERE ARE 5 BEHAVIORS TO EMBRACE

1. PUT THE CUSTOMER AT THE CENTER2. THINK OF YOUR BRAND AS A SERVICE3. REJECT SILOS4. ACT LIKE A STARTUP5. EMBRACE DIVERSITY

1. PUT THE CUSTOMER AT THE CENTER2. THINK OF YOUR BRAND AS A SERVICE3. REJECT SILOS4. ACT LIKE A STARTUP5. EMBRACE DIVERSITY

YOUR CAMPAIGN MUST BE STRUCTURED AROUND THE CUSTOMER

YOUR STRATEGY MUST BE BASED ON DATA FROM ACTUAL CUSTOMER ACTIVITY

END TO END EXPERIENCESBUILD THE BRAND

1. PUT THE CUSTOMER AT THE CENTER2. THINK OF YOUR BRAND AS A SERVICE3. REJECT SILOS4. ACT LIKE A STARTUP5. EMBRACE DIVERSITY

YOU ARE NO LONGER IN THE BUSINESS OF SELLING STUFF, YOU’RE FILLING CONSUMER NEEDS

1. PUT THE CUSTOMER AT THE CENTER2. THINK OF YOUR BRAND AS A SERVICE3. REJECT SILOS4. ACT LIKE A STARTUP5. EMBRACE DIVERSITY

CEO

CTO

REJECT THE SILO

CMO

ECOMM

RETAIL

PLATFORMS DRIVE DECISIONS

12A 1A 2A 3A 4A 5A 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 12A 1A0%

2%

4%

6%

8%

10%

12%

14%

% of Desktop Impressions

% of Smartphone Impressions

% of Tablet Impressions

EARLY MORNING WORKDAY EVENING

DEVICE USAGE PEAKS

1. PUT THE CUSTOMER AT THE CENTER2. THINK OF YOUR BRAND AS A SERVICE3. REJECT SILOS4. ACT LIKE A STARTUP5. EMBRACE DIVERSITY

EMPLOY AGILE METHODOLOGY AND RAPID PROTOTYPING

WHY I BELIEVE

ADVERTISER PUBLISHERDSP SSP

VERIFICATION CREATIVE

SOCIAL CROSS SCREEN

AGENCY TRADING DESK DATA

ATTRIBUTION ANALYTICS$1.00 $0.45OR LESS-20% to 40%

-15% to 20% -15% to 20%