kevin ryanmotivitymarketinggetwiththeprogram
DESCRIPTION
"Get With The Program" by Kevin Ryan of Motivity Marketing rogrammatic platforms seem poised to devour the world of advertising only four years after that puzzling RTB acronym became familiar. But now the game gets serious – as high CPM video, direct, mobile and even TV inventory starts leveraging these technologies and the platforms become core to both buying and selling. Time for a maturity check. Are these technologies, processes, and ready to grow up? As the longest running conference series on all things programmatic, OMMA RTB, enters its third year of international gatherings on the topic, we grill industry leaders on whether the exchange economy really has met and overcome its challenges.TRANSCRIPT
GETTING WITH THE PROGRAM
@KEVINMRYAN
MOTIVITY MARKETING, INC.
Rethink Probable
CONTRIBUTION
3
CHATTER
4
How do we fix it?
What’s worse?
What’s evil?
What’s with the arbitrage?
Photo credit: @KevinMRyan
Photo credit: @KevinMRyan
Photo credit: @KevinMRyan
What the Arbitrage
10
MOTIVITY MARKETING, INC.
OPTIMIZATION?
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
0
1
2
3
4
5
6
7
8
9
Media CostProfit MarginStupid Factor
Marketing Automation: An enabling technology that allows us to remove people so we can communicate with people better
Photo credit: @KevinMRyan
Media Automation: An enabling technology that allows us to remove the audience from the audience reach objective
Photo credit: @KevinMRyan
Photo credit: @KevinMRyan
What’s evil?
Photo credit: Rob’s Twitter Feed
CMO’S & TECHNOLOGY Social media &
analytics top priorities in deployment
“We are redirecting
money from advertising
to develop and build
CRM systems,”
Source URL: http://ibm.co/mPno3H
MASS TRANSIT Moving people and data is a complicated process
Source URL: http://gtnr.it/1aDdTve
What’s worse?
MOTIVITY MARKETING, INC.
EXPERIENCE Customers viewed as targets first, advocates second
Source URL: http://ibm.co/mPno3H
PEOPLE OR TRANSACTIONS?
Brand Control
Your Message:
23
Enjoy all the features of our Flagship® Suite. Use our privacy dividers, powerports and tray tables to create your own work space and stay productive in the air.
Photo credit: @AmericanAir
Brand Control?
My Message:
24
Photo credit: @KevinMRyan
Brand Control?
THE Message:
If I'm a white noise in your life, if I'm this background voice that's comforting to know it's there, I could go a lot farther than I ever could've gone with film. I can go weird places with you - in the bathroom, on the bus on the worst plane ride of your life.
You can't demand that the audience do 'appointment viewing' anymore. You have to make it as easy and accessible as possible.
@ThatKevinSmith25
What’s right?
Photo credit: @KevinMRyan
Photo credit: @KevinMRyan
UP TRENDS
Breaking down barriers
Failure factor
Less transacting, more thinking
Audience first
Blending instead of excluding
How do we fix it?
Photo credit: @KevinMRyan
What’s going to make it better?
Photo credit: @KevinMRyan
ADVICE
Find connections
Build tech around people
Don’t build tech to avoid people
PARTNER SELECTION FOCUS
Partnership Qu
alities
Industry knowledge
Channel knowledge
Tactical capabilities
Flexible processes
Capabilities & needs
Communication & reporting
Thought leadership
ADVICE
Think before you buy
Think before you create
Think before you tell the clients
ADVICE
Data isn’t people
Automation isn’t strategy
Don’t panic
DO GOOD
35
BUY MY BOOK
YOU’RE WELCOME!
Contact:
www.motivitymarketing.com
@KevinMRyan