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Digital Dialogue](https://image.slidesharecdn.com/dg0713masterconvergence-130709110455-phpapp01/75/DG-Volatile-State-of-Convergence-34-2048.jpg)
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DG: Volatile State of Convergence
The document discusses the convergence of digital technologies and the opportunities and challenges it presents for advertisers. It notes that consumers now spend more time socializing online than eating, and that lines between different media are blurring. The rise of video and mobile devices is driving changes in how advertising is delivered and measured across screens. The document advocates that advertisers plan campaigns that bridge TV, online and mobile platforms to reach audiences consistently.
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DG: Volatile State of Convergence
- 1. © 2013 DGInc. All rights reserved. 1
- 2. © 2013 DGInc. All rights reserved. The Volatile State of Convergence Ryan Manchee Director of Innovation Strategy @rmanchee [email protected] 2 Finding the Digital Sweet Spot
- 3. © 2013 DGInc. All rights reserved. is brewing 3 A storm
- 4. © 2013 DGInc. All rights reserved. 4 The pressure is mounting
- 5. how will you preparefor the storm? © 2013 DG Inc. All rights reserved. 5
- 6. © 2013 DGInc. All rights reserved. 6 CONVERGENCE
- 7. © 2013 DGInc. All rights reserved. 2.7hrssocializing per day 2xwe spend eating 7
- 8. © 2013 DGInc. All rights reserved. 8 Politics
- 9. 9© 2013 DGInc. All rights reserved. Religion
- 10. 200510© 2013 DGInc. All rights reserved. Vatican Crowd
- 11. 201310© 2013 DGInc. All rights reserved. Vatican Crowd
- 12. © 2013 DGInc. All rights reserved. 11 vs 5years ago?
- 13. © 2013 DGInc. All rights reserved. 12 5years from now ?
- 14. © 2013 DGInc. All rights reserved. 13 The Mann 1980’s 1990’s Steve evolved wearable computers
- 15. © 2013 DGInc. All rights reserved. 14 “He angrily grabbed my eyeglass, and tried to pull it off my head. The eyeglass is permanently attached and does not come off my skull without special tools.” but they’re not ‘lovin’ it... ‘Cyborg’ thrown out of Paris McDonalds
- 16. © 2013 DGInc. All rights reserved. 15 Stop the Cyborg Seattle Cafe West Virginia ‘While Driving’ “Google Glass is banned on these premises”
- 17. © 2013 DGInc. All rights reserved. 16 CHANGE IS EMOTIONAL :(
- 18. © 2013 DGInc. All rights reserved. laugh 17
- 19. © 2013 DGInc. All rights reserved. cry 17
- 20. © 2013 DGInc. All rights reserved. 18 INTERACTIVE TV SDK
- 21. © 2013 DGInc. All rights reserved. 19 Compare instantly 84%
- 22. © 2013 DGInc. All rights reserved. 20 Charging customers for “just looking” “As of the first of February, this store will be charging people a $5 fee per person for just looking. The $5 fee will be deducted when goods are purchased.” “hours each week giving advice to people who leave empty-handed.”
- 23. © 2013 DGInc. All rights reserved. 13%switch store 21
- 24. © 2013 DGInc. All rights reserved. 21 inner circle
- 25. © 2013 DGInc. All rights reserved. 22 ADS ARE NOW SOCIALLY ENABLED 1 IN 8 BRANDS ARE BECOMING MORE SOCIAL
- 26. © 2013 DGInc. All rights reserved. 78% only 14% trust advertisements of consumers trust peer recommendations 23
- 27. © 2013 DGInc. All rights reserved. 24 survive! Find a way to
- 28. © 2013 DGInc. All rights reserved. 25 Strategy & Planning
- 29. © 2013 DGInc. All rights reserved. 26 States of Convergence
- 30. © 2013 DGInc. All rights reserved. 27 volatile
- 31. © 2013 DGInc. All rights reserved. 28 Solid
- 32. © 2013 DGInc. All rights reserved. 29 Liquid
- 33. © 2013 DGInc. All rights reserved. 30 In the Cloud
- 34. © 2013 DGInc. All rights reserved. 31 [data] Digital Dialogue
- 35. Can data makeyou happy? 32© 2013 DG Inc. All rights reserved. Or better yet, can it tell if you are happy?
- 36. Can data makeyou happy? 32© 2013 DG Inc. All rights reserved. Or better yet, can it tell if you are happy?
- 37. © 2013 DGInc. All rights reserved. Visible MessageAudience Time 34 Verification + + +
- 38. © 2013 DGInc. All rights reserved. right ad right time TV combined with online's targeting and measurement capabilities. 35
- 39. © 2013 DGInc. All rights reserved. only 7 in 10 ads are actually seen by their target audiences where’s the accountability? 36 Did you know? where is the viewability?
- 40. © 2013 DGInc. All rights reserved. 37 Video is everywhere
- 41. © 2013 DGInc. All rights reserved. 38 OVER 3/4 OF GLOBAL CONSUMERS WATCH ONLINE VIDEO – WHETHER PCs, CONNECTED TVs OR MOBILE
- 42. © 2013 DGInc. All rights reserved. Rich Media + Video Across Screens 39 Use Case Ad In-Banner In-Stream Primary Screen MobileDesktop Technology MobileDesktop Ads built entirely in HTML5 Non- Interactive (VAST) Interactive (VPAID) Non- Interactive (VAST) Flash + HTML5 Backup Ads built entirely in HTML5 Desktop ad
- 43. © 2013 DGInc. All rights reserved. 40 11%
- 44. © 2013 DGInc. All rights reserved. HTML5 Tablet 41
- 45. © 2013 DGInc. All rights reserved. 42
- 46. © 2013 DGInc. All rights reserved. Repurposing 43
- 47. 44 280M © 2013 DGInc. All rights reserved. Second Screen TV Apps downloaded in 2012
- 48. © 2013 DGInc. All rights reserved. new water-cooler 45 Dual Screen
- 49. © 2013 DGInc. All rights reserved. 46
- 50. 47© 2013 DGInc. All rights reserved. are blurred for consumers Lines+ MARKETERS
- 51. © 2013 DGInc. All rights reserved. Global Shipments 48 900m 172m Source: IDC
- 52. © 2013 DGInc. All rights reserved. Global Shipments 48 >1bnmobile devices in 2013 alone that are video enabled PC Shipments DOWN 13.9%! Source: IDC
- 53. © 2013 DGInc. All rights reserved. Internet Traffic will be video by 2014 91% 49 (It made up about 40% in 2012!!)
- 54. © 2013 DGInc. All rights reserved. 50%Tablet users watch video content 50
- 55. © 2013 DGInc. All rights reserved. 51 63%tablet video is watched at home Truly Portable TV
- 56. © 2013 DGInc. All rights reserved. 51 Truly Portable TV Living Room 39% Bedroom 40% Bathroom 9% Kitchen 12%
- 57. © 2013 DGInc. All rights reserved. 52 9%?!wiping? swiping? What are you
- 58. 0 2 4 6 8 10 12 2011 2012 2013 2014 2015 2016 © 2013 DGInc. All rights reserved. US Online Ad Growth (Billions) $9.3bn Rich Media Online Video Standard Ads • Rich Media growth is stagnating • Online video is set to explode!! eMarketer Q3 2011 53
- 59. © 2013 DGInc. All rights reserved. US Interactive Revenue (billions) 54 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 36.6 31.7 26.0 22.723.4 21.2 16.9 12.5 9.6 7.3 6.0 7.1 8.1 4.6 1.9 .9.3 15%
- 60. © 2013 DGInc. All rights reserved. Ad market share by media (billions) 55 Internet TV 2011 2012 2011 2012 76.6 36.6 71.8 31.7
- 61. © 2013 DGInc. All rights reserved. 56 Pixel perfect now planning 58%Video & TV together
- 62. © 2013 DGInc. All rights reserved. 56 Pixel perfect 2013 +20%marketers will join them
- 63. © 2013 DGInc. All rights reserved. Sales Lift Doubles 57 2xonline video vs traditional TV spots Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing Wall Street Journal
- 64. © 2013 DGInc. All rights reserved. 58 Fuse our thinking
- 65. touchpointstouchpointstouchpoints© 2013 DGInc. All rights reserved. television online 59 Saw product on TV Searched online Read reviews Visited shop Ordered on mobile MOBILE Saw preroll VIDEO
- 66. © 2013 DGInc. All rights reserved. How focused are we on video? 60
- 67. © 2013 DGInc. All rights reserved. 61 “We deliver more spots than anyone, anywhere.” 50,000 media destinations across 78 countries
- 68. © 2013 DGInc. All rights reserved. And true convergence is the marriage 62
- 69. © 2013 DGInc. All rights reserved. 63 We started the digital ad revolution
- 70. © 2013 DGInc. All rights reserved. We invented rich media advertising 64
- 71. © 2013 DGInc. All rights reserved. Terrestrial Ultra HD Broadcasting 65 • Native 4K Ultra High-Definition (UHD) ingestion • Dual-stream 3D broadcast video distribution • Short and long-form HD content syndication And are still at the forefront of ad technology
- 72. © 2013 DGInc. All rights reserved. Driving consumer engagement globally 66 We enabled the first dual-screen ad campaign
- 73. © 2013 DGInc. All rights reserved. We believe advertising is now video-centric 67 • SD/HD • OTT • Smart TV • Mobile TV TV Spots • Desktops • Mobile • Tablets • DOOH Online Ads • inBanner • inPlayer • inApp • 2nd Screen Streaming Video
- 74. © 2013 DGInc. All rights reserved. 360° Campaign Management 68 Intelligence in Advertising Unified Asset Management All cross-channel assets conveniently housed in one place Multi-Screen Delivery Streamline delivery of ad content to multiple screens anywhere Complete Analytics Customized reporting of content usage and performance Delivery of appropriate asset to viewing device Media neutral data determines relevant message Collates information on consumer requirements Performance Reach Verification
- 75. © 2013 DGInc. All rights reserved. 69 x
- 76. © 2013 DGInc. All rights reserved. Audience Reach 70 Simplifying the eco-system Ad A B
- 77. © 2013 DGInc. All rights reserved. Audience Reach • Unified asset management distributes cross-platform 70 Simplifying the eco-system Spot Ad Product! DATA “Not for me” DATA “Thanks” Spot Spot A B
- 78. © 2013 DGInc. All rights reserved. Audience Reach • Unified asset management distributes cross-platform • Consumer engagement produces intelligent retargeting 70 Simplifying the eco-system Spot Ad Product! DATA “Thanks” Spot Spot DATA “Thanks” A B
- 79. Targeting Consumer Needs Auto Optimization of Media Two-way communication Deliver Relevancy Accurate Audience Measurement Data Utilization Asset Archiving Social Integration Buying Solutions © 2013DG Inc. All rights reserved. Digital Distribution 71 Cross Platform Campaign Management
- 80. DSP Verification Viewability HTML5Trading ACR CPA GRP Planning Assets Buying Distribution DeliveryStandard Ads DCO Optimization Streaming Mobile TV Social Video FormatsData Analytics Trafficking Production Storage Archive Rich Media Targeting DR Watermarking © 2013 DGInc. All rights reserved. 72 Wherever Advertising is Displayed Streamlining Processes
- 81. DSP Verification Viewability HTML5Trading ACR CPA GRP Planning Assets Buying Distribution DeliveryStandard Ads DCO Optimization Streaming Mobile TV Social Video FormatsData Analytics Trafficking Production Storage Archive Rich Media Targeting DR Watermarking DSP TradingPlanning Buying Delivery Trafficking Targeting Video © 2013 DGInc. All rights reserved. 73 Media Modules The DG Value offering
- 82. 9 DSP Verification Viewability HTML5Trading ACR CPA GRP Planning Assets Buying Distribution DeliveryStandards DCO Optimization Streaming Mobile TV Social Video FormatsData Analytics Trafficking Production Storage Archive Rich Media Targeting DR Watermarking Production FormatsAssets HTML 5 DCO RichMedia Video Standard Ads © 2013 DG Inc. All rights reserved. 74 Creative Modules The DG Value offering
- 83. © 2013 DGInc. All rights reserved. Towards Convergence 75 The present media reality OnlineTV
- 84. © 2013 DGInc. All rights reserved. Towards Convergence 75 The dynamics of online and the plethora of data Online The maturity of television and the quality of video assets TV The media reality of tomorrow
- 85. © 2013 DGInc. All rights reserved. Towards Convergence 75 The dynamics of online and the plethora of data Online The maturity of television and the quality of video assets TV Mobile Social Analytics The media reality of tomorrow
- 86. © 2013 DGInc. All rights reserved. TV Spots meet Online Advertising
- 87. © 2013 DGInc. All rights reserved. 77 Insights Analytics your assets our platform all screens all video
- 88. © 2013 DGInc. All rights reserved. Multiscreen Analytics 78 •watermarking spots •brand specific measurement / ratings •Industry standard currency for TV / Online (GRPs) •TV Ratings, OCR, XCR, etc. +
- 89. © 2013 DGInc. All rights reserved. Multiscreen Analytics Platform 79
- 90. © 2013 DGInc. All rights reserved. 80
- 91. © 2013 DGInc. All rights reserved. Ryan Manchee Director of Innovation Strategy @rmanchee [email protected] Thanks. Your turn. 81