thinkLA Automotive Breakfast 2014 - Greg Johns Presentation

•

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thinkLA

Formation Business Actualités & Politique

TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP

DIGITAL IS NOT IN THE DRIVER’S SEAT
(at least not yet for auto marketing)

2-3%
OF VIEWERS IN-MARKET
70-80%
OF BUDGET IN TV

• Competitive measurement problems
SHARE OF VOICE FOCUS

COST TO SERVICE PER DOLLAR OF SPEND
$0.05-0.09
$0.02-0.04
$0.15-0.20

IN SOME CASES 50+ BIDDERS!!!!IN SOME CASES 50+ BIDDERS!!

The Essence of Strategy is
Choosing What Not to Do
- Michael Porter

DEFINED
INNOVATION
SCALE
WINNERS
FOCUS &
EXECUTION

thinkLA Automotive Breakfast 2014 - Greg Johns Presentation

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thinkLA Automotive Breakfast 2014 - Greg Johns Presentation

1. DIGITAL IN THE DRIVER’S SEAT thinkLA AUTOMOTIVE BREAKFAST 2014

10.

11. HYUNDAI/KIA/INITIATIVE

12. 2011 2012 2013 2014

13.

14.

15. INITIAL PUBLIC OFFERINGS

16. • Internet IPOs Slide

17.

18.

19.

20.

21.

22. TRP TRP TRP TRP TRP TRP TRP TRP TRP TRP TRP TRP

23. DIGITAL IS NOT IN THE DRIVER’S SEAT (at least not yet for auto marketing)

24.

25. 2-3% OF VIEWERS IN-MARKET 70-80% OF BUDGET IN TV

26. CAN WE TELL THE DIGITAL STORY?

27.

28. COMPETITIVE MEASUREMENT

29. • Competitive measurement problems SHARE OF VOICE FOCUS

30. Noise of TV hampering measurement

31. DIGITAL SPEND GETS SHORTCHANGED

32.

33. MULTI DEVICE COMPLICATES

34.

35.

36. 80% B U I L D I N G 20% ANALYSIS

37. DIGITAL BUSINESS MODEL

38.

39.

40. *subject to change

41.

42.

43. COST TO SERVICE PER DOLLAR OF SPEND $0.05-0.09 $0.02-0.04 $0.15-0.20

44. PR O G R A M M A T I C

45.

46. Problem Two – Wild West WILD WILD WEST

47.

48.

49.

50. ESTIMATED TRAFFIC FRAUD PERCENTAGE

51. MURKY ENVIRONMENTS REMAIN

52.

53.

54. Problem Four – Complexity COMPLEXITY

55.

56.

57.

58.

59. COMPLEXITY DOESN’T SCALE WITH SPEND

60. PR O G R A M M A T I C

61. MANY BIDDERS FOR THE SAME TARGET

62. IN SOME CASES 50+ BIDDERS!!!!IN SOME CASES 50+ BIDDERS!!

63.

64.

65.

66.

67.

68.

69. The Essence of Strategy is Choosing What Not to Do - Michael Porter

70.

71.

72. DEFINED INNOVATION SCALE WINNERS FOCUS & EXECUTION