1.
Copyright © 2013 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Leveraging the last millisecond
Jason Juma-Ross
@ideasoc
iStrategy Sydney, April 2013

2.
2.5mdisplay ads/5 secs1
2
1. An estimated 169 display impressions served per millisecond: 2,470,588 in five second
2. & 3. US Internet Users, ComScore
4. DoubleClick
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average user served1,707banner ads per month2
>30% don’t get seen3
standard banner 0.04%ave CTR4

3.
Real Time
Bidding
Use of automated tools to procure online advertising,
one impression at a time, at scale, based on the
unique characteristics of a granular target audience
Convergence
Buying (again)
Ability to procure media packages that consist of
combined inventory from both traditional and digital
channels
Pay for
Performance
Outcome based buying, allowing advertisers to
procure clicks, leads, enquiries, opportunities to
quote, bookings,
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4.
Long term decline in banner CTRs
4
ClickZ 2001, ‘Are Click-Through Rates Really Declining?’, http://www.clickz.com/clickz/column/1706011/are-click-through-rates-really-declining
Andrew Chen’s Law of Shitty Clickthroughs, http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/#
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1990 1995 2000 2005 2010 2015
100%
80%
60%
40%
20%
10%
5%
78% CTR, HotWired 1994
c. 5%, 1997
0.5% CTR AdKnowledge Online
Advertising Report 1st Quarter 2000
0.05%
0.1%
0.04%
0.03%
0.02%
0.01%

5.
The ‘law of shitty clickthroughs’ is a general
phenomenon
5
Site retargeting clickthrough rate decline over a five month period. Source: http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/
Copyright © 2013 Accenture All Rights Reserved.

6.
Investment continues to pour into digital: for
good reason!
0
1,000,000
2,000,000
3,000,000
4,000,000
Television Press Magazines Radio Cinema Out of Home Direct Mail Digital
2012 Australian Media Spend & YOY Δ
6
Source: AQX Monthly, Jan 2011 – Jan 2013, IAB Online Advertising Expenditure Report, Dec 2012, Accenture analysis: APAC region.
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($18m)
($476m)
($24m)
$21m
$8m
$000s
$11m ($41m)
$516m
ROI
Basis
(example
)
(2%) (28%) (10%)(60%)
25% 8%

7.
How can we improve this situation in the
new RTB enabled environment?
1.Cut through: Great, low-cost creative
2.Audit: verify what you got
3.Relevance: extend the fall off in the
clickthrough curve by targeting intent
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8.
8
Source: SuperBowl XLVI, 2012 MoFilm
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9.
Use ‘fast transients’ to deliver relevance &
extend the useful life of advertising vehicles
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Display Media
KWG 1 KWG 2 KWG N Seg 1 Seg N
Search
Dynamic Landing Pages
Product/Detail Pages
Seg 2
Checkout / Conversion
• Integrated data
• Intelligent conversion paths
• Industrialised automation &
decisioning
de-averaging

10.
Challenge the high cost of complexity
attached to delivering relevance
Customers demand a more granular and continuous content and functionality
development cycle than is possible in the current paradigm
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Relevance+
Unit Delivery Cost +
Complexity Dimensions
5 Product categories
27 Brands
6 Regions
3 Channels
5 Cust. Segments
New Paradigm
Platform based,
componentised dev.,
flexible architecture with
analytics linking
content, usage, and
value
Current Paradigm
Monolithic web
development & digital
supply chain. Analytics
used primarily for
reporting purposes
Current
1 Treatment
5 Treatments
135
2,430
12,150 Treatments
810

11.
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Ad Banner Buyer
Audit: scans publisher
sites to track where
your and your
competitors’ inventory
appears
Semi-automated
intelligent platform
optimises for intent in
real time
DEMO
DEMO

12.
ABBA
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13.
ABBA
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14.
Google Search Result (Actual)
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15.
Google Search Result (DEMO)
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16.
Visitor Context
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17.
Optimised Landing Page
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18.
Facebook Integration
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19.
Optimised Product Page
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20.
Optimised Product Page – Visitor Context
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21.
Lagging
STATIC ‘ONE-SIZE FITS
ALL’ WEB SITES
PERIODIC, EMPIRICALLY-
DRIVEN ITERATION
Search Social Display
Personalisation
(HTML)
Applications,
transactional, and
service platforms
Intelligence Driven
(Analytics)
Leading
Core Systems
(Aligned)
Foundational
Components
Web Skin
(HTML Layer)
Analytics
(Reporting)
Search Social Display
Emerging
AGILE, INTELLIGENT
DELIVERY
Customer
Data Cloud
Intelligent
Adaptation
Componentised
Architecture
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22.
Broadcast Paradigm
1960 1980
Demog.
Segment
Simple
Offer
Single
Channel
Uniform
Campaign
Hindsight based business
Population
Demand
Profile
Campaign
Intent Paradigm
2000 2020
Intent
Segments
Multiple
Offers
Local
Mobile
Social
Search
Web
eDM/DM
IPTV,
etc
Fragmented
Channels
Campaign
Relevance
Relevance, scale, & speed
Bundle
Population
Demand
Profile
Campaigns
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Relevance = business de-averaged

23.
c.1bndisplay ads/30 mins
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average 250conversions
ROI x2
average 500conversions

24.
Thank you
Jason Juma-Ross
Regional Managing Director
Accenture Interactive
jason.juma-ross@accenture.com
@ideasoc
24Copyright © 2012 Accenture All Rights Reserved.
Marcus Verrall
Digital Director
Accenture Interactive
marcus.verrall@accenture.com
@MarcusVerrall