the future of advertising - marrying data and the imagination
DESCRIPTION
Presentation by Mike Treon from AOL Networks at the Insight Summit Series: 2014 Digital Advertising + Marketing SummitTRANSCRIPT
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THE FUTURE OF ADVERTISING: MARRYING DATA AND THE IMAGINATION
MICHAEL TREON @miketreon VP PLATFORM SOLUTIONS
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BUSINESS OF STRATEGY AND INSIGHT
TECHNOLOGY
CREATIVE MEDIA
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BRAND EXPERIENCES
MEDIA (+ DATA) TECHNOLOGY CREATIVITY
CONVERGE NEW
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HENRY FORD
1903 MODEL T FORDS 1907 FARMING
CONVERGENCE IN 1900
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1910
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CAR OWNERSHIP PER 1000 PEOPLE (US)
First 20 Years post the
Model T Ford
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
1900
1910
1920
1930
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1960
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Ann
ual V
ehic
le M
iles
of T
rave
l (M
M)
VEHICLE MILES TRAVELLED (US ANNUAL)
First 20 Years post the
Model T Ford
AUTO INDUSTRY FIRST 20 YEARS WERE JUST THE BEGINNING
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CONVERGENCE IN 1990
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CONVERGENCE ON WALL STREET
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ADVERTISER PUBLISHER
$1.00 $.25 - .45 OR LESS
-20% to 40%
-15% to 20%
-15% to 20%
SSP AD SERVING CROSS SCREEN
VERTICAL SOCIAL EXCHANGE
MOBILE DATA RETARGETING
DSP RICH MEDIA PREMIUM VIDEO
THE TECHNOLOGY TAX
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MOVING FROM FEATURES TO PLATFORMS
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GOALS TECH FEATURES PROSPECTING PERFORMANCE NETWORK BRAND-BUILDING SPONSORSHIPS/TAKEOVERS CONVERT VISITORS RETARGETING AUDIENCE MARKETING DSP CROSS-SCREEN MOBILE NETWORK REVENUE SSP
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PLATFORMS DRIVE DECISIONS
0%
2%
4%
6%
8%
10%
12%
14%
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 1A
% of Desktop Impressions
% of Smartphone Impressions
% of Tablet Impressions
EARLY MORNING WORKDAY EVENING
DEVICE USAGE PEAKS
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PROGRAMMATIC BRAND PLATFORM Consolidate Unified serving & measurement for all campaigns
Onboard Utilize all data & inventory sources
Measure ROI Report across all audiences, media sources, and devices
Get Smarter Augment data & learnings to inform future planning
Standardize Measurement Develop, test, & standardize methodologies & metrics for measuring brand ROI
Plan Intelligently Report across all audiences, media sources, and devices
Execute Programmatically Report across all audiences, media sources, and devices 1b
1a 2 3 4
5b
5a
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SINGLE PLATFORM
ADVERTISER PUBLISHER
$1.00 $0.60 - $0.85
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PREDICTIONS FOR THE
FUTURE OF ADVERTISING
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ADVERTISING MEETS AUTOMATION
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OPEN ECOSYSTEMSWIN
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MOBILE DRIVES THE TRANSACTION
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CUSTOMERS APPRECIATE TARGETING
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PREMIUM GETS MORE PREMIUM
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CONVERGENCE DRIVES GLOBAL BUSINESS STRATEGIES
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EXPLODES CREATIVITY
PROGRAMMATIC
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Thank You