Adconion Direct Tech Talk at DAS: The Future of Online Advertising and how to Navigate the Space
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The document discusses the evolution of advertising in a multi-channel environment, emphasizing the need for agencies to adapt to consumer behaviors that encompass simultaneous screen usage, including mobile, social, and email activities. It highlights the shift from traditional ad marketplaces to more complex and costly platforms requiring new measurement metrics. The future of advertising lies in comprehensive multi-channel strategies that connect with consumers across various devices and platforms.
Adconion Direct Tech Talk at DAS: The Future of Online Advertising and how to Navigate the Space
- 1. ADVERTISING IN A MULTI-CHANNEL WORLD
- 2. THE FUTURE OF ADVERTISING Ad Marketplace + Consumer State + Multi-Channel Ad Platform + New Measurement Metrics
- 3. 1 AD MARKETPLACES ARE CHANGING
- 5. SOME TRADITIONAL MARKETPLACES ARE CONTRACTING Source: Business Intelligence, Sept 2012; Newspaper Association of America; Carpe Diem Blog
- 6. OTHER MARKETPLACES HAVE BEEN GETTING MORE EXPENSIVE Source: Nielsen, Coady Diemar Partners, June 2012, Horizon Media estimates
- 7. Performance Solutions Video Solutions Brand Solutions Technology Solutions Content Solutions
- 8. 2 AGENCIES NEED TO UNDERSTAND WHAT IS THE AUDIENCE IS ACTUALLY DOING?
- 9. TOP ACTIVITIES PERFORMED DURING SIMULTANEOUS SCREEN USAGE TOP ACTIVITIES FOR USERS ON MULTI-SCREEN ARE EMAILING, WEB BROWSING AND SOCIAL NETWORKING. SOURCE: GOOGLE .COM “THE NEW MULTI-SCREEN WORLD: UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOR.” 2012
- 10. TV BUDGETS AND MULTI-SCREEN ACTIVITY SHOULDN’T ADVERTISER TV BUDGETS ACCOUNT FOR THIS?
- 11. WHEN USERS ARE ON MOBILE DEVICES, WHAT IS THE PRIMARY CONSUMER ACTIVITY?
- 12. A DEVICE THAT IS MOBILE CAPABLE IS A TECHNOLOGY FEATURE, NOT AN ADVERTISING CHANNEL WHERE DO YOU DRAW THE LINE?
- 13. EMAIL, SOCIAL AND WEB BROWSING DOMINATES MOBILE IN MULTIPLE STUDIES Source: ExactTarget channel study 2012 Source: Pew Research Center’s Project for Excellence in Source: Edwin Wong, Senior Journalism in collaboration with The Economist Group Director, B2B of Strategic Insights, Yahoo!
- 14. 3 CONSUMERS ARE ALREADY IN A MULTI-STATE WORLD – A MULTI-CHANNEL ADVERTISING PLATFORM IS THE BEST WAY TO REACH THEM
- 15. TODAY’S CONSUMER: THE NTH SCREEN IS HERE TODAY!
- 16. THE DAY OF THE SINGLE-SCREEN COUCH POTATO IS OVER! Agencies need a way to promote media plans that… 1 2 3 4 Consumer Reach, Targeti State The Device The Media ng, and Brand Consumer activity is simultaneous… are we thinking this way? Safety
- 17. ADCONION AD PLATFORM FOR VIDEO, SOCIAL, DISPLAY, AND DIRECT MARKETING Connecting advertisers with nearly 1 billion unique consumers monthly UNIFIED AUDIENCE PROFILING UNIFIED DELIVERY & TARGETING UNIFIED PLATFORM REPORTING BETTER DATA BETTER ACCESS BETTER RESULTS PROFILE STORE EXCHANGES › GADX › FBX ACTIONABLE INSIGHTS Custom Dashboard DEVICES › Mobile and smart TVs › Global partnerships: SAMSUNG & LG LOCATION 150 Million Unique Profiles ATTRIBUTION MODELING 40 Billion Events Monthly PARTNERS › Premium apps and pubs ACTIVITY DEVICE 40,000 Custom Segments › 5,000+ local & global PERFORMANCE AT SCALE
- 18. THANK YOU CONTACT ADCONION DIRECT AT: MICHAEL PARKES [email protected] CREATED BY: Ben Fox DESIGNED BY: Taryn Linscott, Sina Bruckman PRODUCED BY: Lindsey Breeden