Tech Talk with Adconion: The Past, Present, and Future of Online Advertising
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This presentation cuts through the complexity of the advertising industry by looking at its evolution over time. From the creation of the first billboard to the Exchanges, DSPs and Trading Desks of today, Michael Parkes takes a comprehensive look at where the industry started and where it will go next and why cross channel advertising will become core to every marketers plans. He exposes the forces that will drive change and takes a look at the technology systems that will be the foundation of the new online advertising ecosystem. Finally, Parkes provides agencies, advertisers, ad networks and publishers a roadmap to navigate the future space.
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Tech Talk with Adconion: The Past, Present, and Future of Online Advertising
- 2. C. Lollium for Aedile, worthy of the Republic c.47 BCE Paid Placement Political ads on prominent / high status locations in Pompeii SOURCE: SCIENTIFIC AMERICAN JAN 11
- 3. c.47 BCE Pompeian politician Helvius Sabinus runs display campaign based on street traffic SOURCE: ALLISON COOLEY – POMPEII, A SOURCEBOOK (118-119)
- 4. $70B $60B NEWSPAPER $50B $40B US NEWSPAPER AD SPEND 1704-2012 $30B 303 YEARS $20B $10B (Inflation unadjusted) 0 1900 1920 1940 1960 1980 2000 2012 SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET
- 5. $70B $60B NEWSPAPER $50B $40B US RADIO AD SPEND 1922-2012 $30B RADIO 90 YEARS $20B $10B (Inflation unadjusted) 0 1900 1920 1940 1960 1980 2000 2012 SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET
- 6. TV $70B $60B NEWSPAPER $50B $40B US TV AD SPEND 1945-2012 RADIO 68 YEARS $30B $20B $10B (Inflation unadjusted) 0 1900 1920 1940 1960 1980 2000 2012 SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET
- 7. TV $70B PRINT / RADIO / TV $60B ARMAGEDDON $50B $40B NEWS PAPER $30B RADIO $20B $10B 0 2013 LAST PRINTED Page AM/ FM AUDI O FTP/ CABLE 2023
- 8. 1 FOCUS ON THE CONSUMER STATE! Top 20 Prime Time Broadcast Programs, 1972 PRIMETIME TV TOP 3: OCT ’71 – APR ’72 PROGRAM All in the Family Flip Wilson Show Marcus Welby, MD NET CBS NBC ABC HHR 34.0 28.2 27.8 SHR 54 44 49 EST DEL 66,920,635 55,504,762 54,717,460 SOURCE: Nielsen Media Research
- 9. THE CONSUMER STATE AT HOME IS SIMULTANEOUS!
- 10. TOP ACTIVITIES PERFORMED DURING SIMULTANEOUS SCREEN USAGE THE TOP STATES FOR CONSUMERS ON MULTI-SCREEN ARE EMAILING, WEB BROWSING & SOCIAL NETWORKING! BASE: Multiscreen Occasions (4486) Q: Which activities did you do on your [DEVICE]? SOURCE: GOOGLE .COM “THE NEW MULTI-SCREEN WORLD: UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOR.” 2012
- 11. ADVERTISERS EVOLVING TO CROSS CHANNEL Single Channel AGENCY SPEND 100% 10% Multi Channel AGENCY SPEND Cross Channel Attribution Re-Allocation AGENCY SPEND 80% 10% Optimization
- 12. CROSS CHANNEL 101: REQUIREMENTS Unified Data and Reporting Platform Expert Interpretation + Artificial Intelligence Single Cookie / Persistent ID Scale across all Distribution Channels
- 13. Adconion Cross Channel Advertising Platform Display Unified Analytics RTB Monitoring Video Mobile Optimization Algorithms Email Social Dashboard Dynamic Decisioning Real-time cross channel data is applied to all channels to deliver performance at scale
- 14. TV $70B $60B NEWSPAPER DIGITAL ~$40B $50B $40B US DIGITAL AD SPEND 1993-2013 RADIO 20 YEARS $30B $20B $10B 0 1900 1920 1940 1960 1980 1993 2000 2013 SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET
- 15. $70B $60B THEY ALL $50B $40B INTO A DIGITAL SINGULARITY! $30B $20B TV NEWSPAPER RADIO $10B LTE FIBER DIGITAL PRINT STREAMING AUDIO 0 2013 2023
- 16. THE NEXT 10 YEARS IS YOUR TIME! ARE YOU READY!?
- 17. Thank You! Michael Parkes SVP, Sales mparkes@adconion.com
Notes de l'éditeur
- Sociological Study has shown a higher incidence of political advertising on the walls Wealthy Estates and thoroughfares that led to the estates, compared to more poorer areas – showing evidence of “paid placements” and “income targeting” to elites
- Cn(aeum) HelviumSabinumaed(ilem)d(ignum) r(ei) p(ublicae) o(ro) v(os) f(aciatis)
- What are they doing when using other screens?Emailing, Web Browsing and Social networking funnily search was a distance 5th… they are multi-taskingConsumers engagement is on the 2nd and 3rd screen, brands need to be here in order to capture engagement
- Single cookie needed to track across channels and devicesScale – see those users time and time againUnified data platform – follow the single user and append the data that you are collectingExperts – to extract the value of the data and make it actionable, determine which models for reallocating budget across channels driving most efficiency
- Adconion Direct provides you with more than any other network, trading desk or APITech – We have invested $60m into building one of the only unified cross-channel and multi-device platforms in the world, spanning display, email, mobile , social and video. Data – in order to be a leader you need big data. With over $1B in media spend across 2,000 advertisers and 80 of the top 100 advertisers we bring all this data and experience to your benefit. Even if you are not planning or buying cross-channel; the channels you do buy benefit from the data collected in our other channels. We are connecting the website a user visits, to the applications they download on their mobile, to their their social interests, to what offers they are signing up for on email, to the videos they are watching. A full 360 view of a user. Audience 360.Actionable Insights – To get value from the data you need actionable insights. With custom reporting and dashboard being created for our advertisers our team of analysts work with you to find the diamonds in the rough that deliver incremental results and ROI. ROI - We have been dedicated to performance solutions for 7+ years and have a great track record. 2,000 plus advertisers with a retention rate above 90%, we are focused on driving ROI for you