thinkla automotive breakfast 2014 - greg johns presentation
TRANSCRIPT
DIGITAL IN THE DRIVER’S SEAT thinkLA AUTOMOTIVE BREAKFAST 2014
HYUNDAI/KIA/INITIATIVE
2011 2012 2013 2014
INITIAL PUBLIC OFFERINGS
• Internet IPOs Slide
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DIGITAL IS NOT IN THE DRIVER’S SEAT (at least not yet for auto marketing)
2-3% OF VIEWERS IN-MARKET
70-80% OF BUDGET IN TV
CAN WE TELL THE DIGITAL STORY?
COMPETITIVE MEASUREMENT
• Competitive measurement problems
SHARE OF VOICE FOCUS
Noise of TV hampering measurement
DIGITAL SPEND GETS SHORTCHANGED
MULTI DEVICE COMPLICATES
80%
B
U
I
L
D
I
N
G
20% ANALYSIS
DIGITAL BUSINESS MODEL
*subject to change
COST TO SERVICE PER DOLLAR OF SPEND
$0.05-0.09
$0.02-0.04
$0.15-0.20
P R O G R A M M A T I C
Problem Two – Wild West
WILD WILD WEST
ESTIMATED TRAFFIC FRAUD PERCENTAGE
MURKY ENVIRONMENTS REMAIN
Problem Four – Complexity
COMPLEXITY
COMPLEXITY DOESN’T SCALE WITH SPEND
P R O G R A M M A T I C
MANY BIDDERS FOR THE SAME TARGET
IN SOME CASES 50+ BIDDERS!!!! IN SOME CASES 50+ BIDDERS!!
The Essence of Strategy is
Choosing What Not to Do
- Michael Porter
DEFINED INNOVATION
SCALE WINNERS
FOCUS & EXECUTION