The Future of Advertising - Marrying Data and the Imagination
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Presentation by Mike Treon from AOL Networks at the Insight Summit Series: 2014 Digital Advertising + Marketing Summit
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The Future of Advertising - Marrying Data and the Imagination
- 1. THEFUTUREOF ADVERTISING: MARRYING DATA AND THE IMAGINATION MICHAELTREON @miketreon VPPLATFORM SOLUTIONS
- 4. HENRY FORD 1903 MODEL T FORDS 1907 FARMING CONVERGENCE IN1900
- 5. 0 100 200 300 400 500 600 700 800 900 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 CAROWNERSHIPPER1000PEOPLE (US) First 20 Years post the Model T Ford 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 AnnualVehicleMilesofTravel(MM) VEHICLEMILESTRAVELLED (USANNUAL) First 20 Years post the Model T Ford AUTOINDUSTRY FIRST20YEARSWERE JUSTTHEBEGINNING
- 9. ADVERTISER PUBLISHER $1.00 $.25 - .45 OR LESS -20% to 40% -15% to 20% -15% to 20% SSPAD SERVING CROSS SCREEN VERTICALSOCIAL EXCHANGE MOBILE DATA RETARGETING DSP RICH MEDIA PREMIUM VIDEO THE TECHNOLOGYTAX
- 11. GOALS TECH FEATURES PROSPECTING PERFORMANCE NETWORK BRAND-BUILDING SPONSORSHIPS/TAKEOVERS CONVERT VISITORS RETARGETING AUDIENCE MARKETING DSP CROSS-SCREEN MOBILE NETWORK REVENUE SSP
- 12. PLATFORMS DRIVE DECISIONS 0% 2% 4% 6% 8% 10% 12% 14% 12A 1A 2A 3A 4A 5A 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 12A 1A % of Desktop Impressions % of Smartphone Impressions % of Tablet Impressions EARLY MORNING WORKDAY EVENING DEVICE USAGE PEAKS
- 13. PROGRAMMATIC BRANDPLATFORM Consolidate Unified serving & measurement for all campaigns Onboard Utilize all data & inventory sources Measure ROI Report across all audiences, media sources, and devices Get Smarter Augment data & learnings to inform future planning Standardize Measurement Develop, test, & standardize methodologies & metrics for measuring brand ROI Plan Intelligently Report across all audiences, media sources, and devices Execute Programmatically Report across all audiences, media sources, and devices1b 1a 2 3 4 5b 5a
- 14. SINGLE PLATFORM ADVERTISER PUBLISHER $1.00 $0.60 - $0.85
- 24. ThankYou