The Future of Advertising - Marrying Data and the Imagination

THE FUTURE OF ADVERTISING: MARRYING DATA AND THE IMAGINATION

MICHAEL TREON @miketreon VP PLATFORM SOLUTIONS

BUSINESS OF STRATEGY AND INSIGHT

TECHNOLOGY

CREATIVE MEDIA

BRAND EXPERIENCES

MEDIA (+ DATA) TECHNOLOGY CREATIVITY

CONVERGE NEW

HENRY FORD

1903 MODEL T FORDS 1907 FARMING

CONVERGENCE IN 1900

0

100

200

300

400

500

600

700

800

900

1900

1910

1920

1930

1940

1950

1960

1970

1980

1990

2000

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

1940

1950

1960

1970

1980

1990

2000

2010

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

CONVERGENCE IN 1990

CONVERGENCE ON WALL STREET

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

MOVING FROM FEATURES TO PLATFORMS

GOALS TECH FEATURES PROSPECTING PERFORMANCE NETWORK BRAND-BUILDING SPONSORSHIPS/TAKEOVERS CONVERT VISITORS RETARGETING AUDIENCE MARKETING DSP CROSS-SCREEN MOBILE NETWORK REVENUE SSP

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

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

SINGLE PLATFORM

ADVERTISER PUBLISHER

$1.00 $0.60 - $0.85

PREDICTIONS FOR THE

FUTURE OF ADVERTISING

ADVERTISING MEETS AUTOMATION

OPEN ECOSYSTEMSWIN

MOBILE DRIVES THE TRANSACTION

CUSTOMERS APPRECIATE TARGETING

PREMIUM GETS MORE PREMIUM

CONVERGENCE DRIVES GLOBAL BUSINESS STRATEGIES

EXPLODES CREATIVITY

PROGRAMMATIC

Thank You