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MARRIAGE OF DATA & CONTENT
Manuel Alvarez de la Gala @alvarezdelagala Global Digital Director Havas Group
EVOLUTION
Moscow hopes to become first 5G city by 2020
Industry 4.0 How will the Digital Future look like?
WEB SEO/SEM
SOCIAL
MOBILE
PROGRAMMATIC
DATA / DMP
3rd REVOLUTION 4th REVOLUTION
1980 1990 2000 2010 2020 2030
4D Printing
Innovation Trigger
Peak of Inflated Expectations
Trough of Disillusionment Slope of Enlightenment Plateau of Productivity
Years to mainstream adoption:
Less than 2 years
2 to 5 years
5 to 10 years
More than 10 years
Smart Dust
Neuromorphic Hardware
Artificial General Intelligence
Deep Reinforcement Learning
Human Augmentation
5G
Volumetric Displays
Digital Twin
Serverless Paas
Conversational User Interfaces
Quantum Computing
Brain-Computer Interface
Smart Workspace
Augmented Data Discovery
Edge Computing
Smart Robots
IoT Platform
Virtual Assistants
Connected Home
Machine Learning
Autonomous Vehicles
Deep Learning
Cognitive Computing
Blockchain
Nanotube Electronics
Commercial UAVs (Drones)
Cognitive Expert Advisors
Enterprise Taxonomy and Ontology Management
Software-Defined Security
Augmented Reality
Virtual Reality
Time
Expect
ations
Traditional Data Driven Advertising Media buys space
Media buys audiences
2010 2000 2020
Media space-based User centric model
FROM CAMPAIGNS TO «ALWAYS ON» PROGRAMS
FROM CAMPAIGNS TO «ALWAYS ON» PROGRAMS
DMP Audience Evolution
MARCH/APR MAY JUNE JULY AUGUST
0
100
200
300
400
500
600 603
45
Win
ners
hare
FROM AUDIENCE PLANNING TO BUSINESS RESULTS
From OOH planning to audience planning To select only the most efficient billboards combined with mobile
From audience planning to guaranteed audience To deliver effective results
From audience planning to guaranteed trafic results To deliver business KPI’s
01
02
03
FROM ADSERVING TO FULL STACK ACTIVATION
FROM ADS TO CONTENT
2016 2017 2018 2019 2020 2021
Native Display
Native vs. Display Ad Revenue
(Billions)
$16,8
$13,2
$20,9
$13,4
$25,2
$13,6
$28,9
$13,6
$33,5
$13
$36,3
$12,8
FROM SOCIAL MEDIA TO INFLUENCERS
FROM KEYBOARD SEARCH TO VOICE SEARCH
A fast growing voice search adoption
10%
20%
50%
2015 2016 2020
Share of Voice Search Speed
Words/Min
31
Words/Min
70
Words/Min
200
Data Driven & Content Powered Marketing
TOM Top of Mind
MOT Moment of Truth
Campaigns
Media Planning
Always On Programs
Simple Tech (Adservers)
Audience & Business KPIs
Ads
Full Stack
Social Media
Content (DCO)
Keyboard Search
Influencers
Voice Search
Thank you
Благодарю вас!