Digiday Programmatic Marketing Summit | Huge Inc.
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The document discusses the future of advertising in a world where ads may no longer exist. It notes that the chief brand officer of P&G said at CES 2019 that the days of advertising as we know it are numbered. There are three existential threats to traditional advertising: fake traffic, annoying ads, and AI/IoT enabling machines to do shopping. The document advocates evolving from paid advertising to considering the full customer journey, from promotions to solutions, and leveraging IoT devices as new ad platforms. It concludes that brands must evolve from programmatic media to programmatic thinking in order to thrive in this changing landscape.
Digiday Programmatic Marketing Summit | Huge Inc.
- 1. Hello Digiday. May 2019. “A world with no ads”
- 2. Welcome.
- 3. Products & platforms. Places & spaces. Communications & campaigns. We imagine, design, and build transformative products and experiences that balance user and business needs. We make things people love. As the digital experience defines more and more about the physical world, we create new interiors, environments, installations, and activations that connect and engage. We use a full array of branding, creative, content, and media strategy to reach, engage, and build mutually valuable relationships between brands and consumers.
- 4. Agenda. 1. CES2019. 2. Evolve. 3. Thrive.
- 5. CES 2019. 1
- 6. "Iwouldsaythatthedaysof advertisingasweknowittoday arenumbered…Weneedtostart thinkingaboutaworldwithnoads." Source: Marc Pritchard, Chief Brand Officer of P&G, at CES 2019.
- 8. CES 2019.
- 9. Three existential headwinds. 1. Supply chain. 2. User experience. 3. AI and IOT.
- 10. Source: Adobe, GlobalWebIndex, Intel. In a nutshell: The traffic is fake, the ads are annoying, and the shopping will soon be done by machines. 28% Of traffic is either bots or other “non- human signals” according to Adobe. 47% 200BAdoption of ad blockers; top three reasons: too many, annoying, intrusive. Connected IOT devices globally by 2020. A lot more “smart” devices than smart people. Is that all?
- 11. Source: Adobe, GlobalWebIndex, Intel. In a nutshell: The traffic is fake, the ads are annoying, and the shopping will soon be done by machines. 28% Of traffic is either bots or other “non- human signals” according to Adobe. 47% 200BAdoption of ad blockers; top three reasons: too many, annoying, intrusive. Because you’ve just spent two days on the first two. Connected IOT devices globally by 2020. A lot more “smart” devices than smart people.
- 14. IOT commerce is dead. Long live IOT commerce.
- 15. Appliances are a hot new ad medium*.* Head spin; cold rinse on delicate.
- 16. Evolve. 2
- 18. Programmatic thinking. 1. Segmented audiences. 2. Dynamic messages. 3. Relevant content. 4. Testing and optimization.
- 20. Digital transformation. 1. Segmented audiences. 2. Dynamic messages. 3. Relevant content. 4. Testing and optimization.
- 21. A difference in altitude. Them: “Look, it’s a digital transformation!” You: “You know we’ve been doing this every day, for YEARS, right?”
- 22. Which do you think is easier to pull off?
- 23. Successisadaptingthe methodsandworldviewof programmaticadvertising totherestofthecustomer journey.
- 24. Thrive. 4
- 25. Evolve to thrive. From paid inventory to full journeys. From promotions to solutions. From bots to appliances.
- 26. Evolve to thrive. From paid inventory to full journeys. From promotions to solutions. From bots to appliances.
- 28. Change is inevitable. Focal point of funnel = Purchase Focal point of journey = Usage
- 29. Change is inevitable. Focal point of funnel = Purchase Focal point of journey = Usage
- 32. Evolve to thrive. From paid inventory to full journeys. From promotions to solutions. From bots to appliances.
- 33. Complexity. Multiple stakeholders, multiple channels Involves single type of simple output 0 5 Explicitly consider user benefits in prioritization. Business Impact. User Benefit. Opens up new markets and/or models. Lacks clear business impact 0 5 0 5 Addresses un- met user need Lacks clear user benefit Cost. Involves multiple phases of investment. Requires no executional cost (ie, purely self-service) 0 5
- 35. Evolve to thrive. From paid inventory to full journeys. From promotions to solutions. From bots to appliances.
- 36. IOT is relevant in every user context. SERVICE PROD UCT BILLIN G MARK ETING SALESTRAI NIN G USER
- 38. In action.
- 39. It’s like a layer cake.
- 40. Building the layer cake. Creative Platform Strategy Design system Data Campaigns User Journey
- 41. KPI Awareness. Filtered searches. Favorites. Leads. Referrals / reviews. Programmatic thinking through the journey. Active search Passive search Reality check Dreaming. Exploring. Pursuing. Preparing. Moving. Rejected. Reconsidered.Revisited. BUY RENT JUST SOLD HOME VALUE Address, City, Zip, or Neighborhood SEARCH The Home of Home Search™ My Family Someone else Just me Investing Just browsing Not sure where to start? Who are you buying the home for? How exciting! Tell us a little about your family so we can find a home that’s right for everyone. ADULTS 0 KIDS 0 PETS 0 PRODUCTCAMPAIGN
- 42. Goal of personalization. Awareness & Clarity. Usage. Active search Passive search Reality check Dreaming. Exploring. Pursuing. Preparing. Moving. Rejected. Reconsidered.Revisited. CAMPAIGN
- 43. In conclusion.
- 44. Three existential headwinds. 1. Supply chain. 2. User experience. 3. AI and IOT.
- 45. Three evolutions to thrive. 1. Paid inventory to full journeys. 2. Promotions to solutions. 3. Bots to appliances.
- 46. Done.May 2019. “A world with no ads”