DG: Volatile State of Convergence

© 2013 DG Inc. All rights reserved.
The Volatile State of Convergence
Ryan Manchee
Director of Innovation Strategy
@rmanchee rmanchee@dgit.com
2
Finding the Digital Sweet Spot

is brewing
3
A storm

The pressure is mounting

how will you
prepare for
the storm?

CONVERGENCE

2.7hrssocializing per day
2xwe spend eating
7

Politics

9© 2013 DG Inc. All rights reserved.
Religion

Vatican Crowd

vs
5years ago?

5years from
now
?

The Mann
1980’s
1990’s
Steve evolved wearable computers

“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

Stop the Cyborg
Seattle Cafe
West Virginia
‘While Driving’
“Google Glass is banned
on these premises”

CHANGE IS EMOTIONAL
:(

laugh
17

cry
17

INTERACTIVE
TV SDK

Compare instantly
84%

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.”

13%switch store
21

inner
circle

ADS ARE NOW
SOCIALLY ENABLED
1 IN 8
BRANDS ARE BECOMING MORE SOCIAL

78%
only 14% trust advertisements
of consumers
trust peer recommendations
23

survive!
Find a way to

Strategy & Planning

States of Convergence

volatile

Solid

Liquid

In the Cloud

[data]
Digital Dialogue

Can data make you happy?
Or better yet, can it tell if you are happy?

Visible MessageAudience Time
34
Verification
+ + +

right ad right time
TV combined with online's targeting and measurement capabilities.
35

only 7 in 10 ads are actually
seen by their target audiences
where’s the accountability?
36
Did you know?
where is the viewability?

Video is everywhere

OVER 3/4 OF GLOBAL CONSUMERS
WATCH ONLINE VIDEO – WHETHER
PCs, CONNECTED TVs OR MOBILE

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

11%

HTML5 Tablet
41

Repurposing
43

44
280M
Second Screen
TV Apps downloaded in 2012

new water-cooler
45
Dual Screen

are blurred for consumers
Lines+
MARKETERS

Global Shipments
48
900m
172m Source: IDC

Global Shipments
48
>1bnmobile devices in 2013 alone
that are video enabled
PC Shipments DOWN 13.9%!
Source: IDC

Internet Traffic will be video by 2014
91%
49
(It made up about 40% in 2012!!)

50%Tablet users watch video content
50

63%tablet video is
watched at home
Truly Portable TV

Truly Portable TV
Living Room
39%
Bedroom
40%
Bathroom
9%
Kitchen
12%

9%?!wiping?
swiping?
What are you

0
2
4
6
8
10
12
2011
2012
2013
2014
2015
2016
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

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%

Ad market share by media (billions)
55
Internet
TV
2011
2012
2011
2012 76.6
36.6
71.8
31.7

Pixel perfect
now
planning
58%Video & TV together

Pixel perfect
2013
+20%marketers will join them

Sales Lift Doubles
57
2xonline video vs traditional TV spots
Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing
Wall Street Journal

Fuse our thinking

How focused are we on video?
60

“We deliver more spots
than anyone, anywhere.”
50,000 media destinations across 78 countries

And true convergence is the marriage
62

We started the digital ad revolution

We invented rich media advertising
64

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

Driving consumer
engagement globally
66
We enabled the
first dual-screen
ad campaign

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

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

x

Audience Reach
70
Simplifying the eco-system
Ad
A
B

Audience Reach
• Unified asset management distributes cross-platform
70
Spot
Ad
Product!
DATA
“Not
for me”
DATA
“Thanks”
Spot
Spot
A
B

Audience Reach
• Unified asset management distributes cross-platform
• Consumer engagement produces intelligent retargeting
70
Spot
Ad
Product!
DATA
“Thanks”
Spot
Spot
DATA
“Thanks”
A
B

Targeting
Consumer
Needs
Auto
Optimization
of Media
Two-way
communication
Deliver
Relevancy
Accurate
Audience
Measurement
Data
Utilization
Asset
Archiving
Social
Integration
Buying
Solutions
Digital Distribution
71
Cross Platform Campaign Management

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
Wherever Advertising is Displayed
Streamlining Processes

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
Media Modules
The DG Value offering

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
Rich Media
Video
Standard
Ads
Creative Modules
The DG Value offering

Towards Convergence
75
The present media reality
OnlineTV

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

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

TV Spots meet Online Advertising

Insights
Analytics
your
assets
our
platform
all
screens
all
video

Multiscreen Analytics
78
•watermarking spots
•brand specific
measurement / ratings
•Industry standard currency
for TV / Online (GRPs)
•TV Ratings, OCR, XCR, etc.
+

Multiscreen Analytics Platform
79

Ryan Manchee
Director of Innovation Strategy
@rmanchee rmanchee@dgit.com
Thanks. Your turn.
81

DG: Volatile State of Convergence

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