tech talk with adconion: the past, present, and future of online advertising
DESCRIPTION
This presentation cuts through the complexity of the advertising industry by looking at its evolution over time. From the creation of the first billboard to the Exchanges, DSPs and Trading Desks of today, Michael Parkes takes a comprehensive look at where the industry started and where it will go next and why cross channel advertising will become core to every marketers plans. He exposes the forces that will drive change and takes a look at the technology systems that will be the foundation of the new online advertising ecosystem. Finally, Parkes provides agencies, advertisers, ad networks and publishers a roadmap to navigate the future space.TRANSCRIPT
WE WILL MAKE ELECTRICITY ADVERTISINGSO EFFECTIVE THAT ONLY THE RICH
WILL BURN CANDLES
– THOMAS EDISON
C. Lollium for Aedile, worthy of the Republic
c.47 BCEPaid Placement Political ads on prominent / high status locations in Pompeii
SOURCE: SCIENTIFIC AMERICAN JAN 11
SOURCE: ALLISON COOLEY – POMPEII, A SOURCEBOOK (118-119)
c.47 BCEPompeian politician Helvius Sabinus runs display campaign based on street traffic
19000
$70B
SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET
201220001960
( In f la t ion unadjus ted)
198019401920
US NEWSPAPERAD SPEND 1704-2012
303 YEARS
NEWSPAPER
$30B
$10B
$20B
$40B
$50B
$60B
( In f la t ion unadjus ted)
1900 2012
RADIO
20001960 198019401920
NEWSPAPER
90 YEARS
US RADIOAD SPEND 1922-2012
0
$70B
$30B
$10B
$20B
$40B
$50B
$60B
SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET
( In f la t ion unadjus ted)
1900 2012
TV
20001960 198019401920
68 YEARS
US TV AD SPEND 1945-2012
NEWSPAPER
RADIO
0
$70B
$30B
$10B
$20B
$40B
$50B
$60B
SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET
20230
NEWSPAPER
TV
RADIO
2013LAST
PRINTED Page
AM/FMAUDIO
FTP/ CABLE
PRINT / RADIO / TV
ARMAGEDDON
0
$70B
$30B
$10B
$20B
$40B
$50B
$60B
FOCUS ON THE CONSUMER STATE!1 Top 20 Prime Time Broadcast Programs, 1972
PROGRAM NET HHR SHR EST DELAll in the Family CBS 34.0 54 66,920,635Flip Wilson Show NBC 28.2 44 55,504,762Marcus Welby, MD ABC 27.8 4954,717,460
PRIMETIME TV TOP 3: OCT ’71 – APR ’72
SOURCE: Nielsen Media Research
THE CONSUMER STATE AT HOME IS SIMULTANEOUS!
BASE: Multiscreen Occasions (4486) Q: Which activities did you do on your [DEVICE]?
TOP ACTIVITIES PERFORMED DURING SIMULTANEOUS SCREEN USAGE
SOURCE: GOOGLE .COM “THE NEW MULTI-SCREEN WORLD: UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOR.” 2012
THE TOP STATES FOR CONSUMERSON MULTI-SCREEN ARE
EMAILING, WEB BROWSING & SOCIAL NETWORKING!
Re-Allocation OptimizationAttribution
ADVERTISERS EVOLVING TO CROSS CHANNEL
Cross Channel
Multi Channel
Single Channel 10%AGENCY SPEND
80%AGENCY SPEND
AGENCY SPEND
10%
AGENCY SPEND
100%
CROSS CHANNEL 101: REQUIREMENTS
Unified Data andReporting Platform
Expert Interpretation+ Artificial Intelligence
Single Cookie /Persistent ID
Scale across allDistribution Channels
Adconion Cross Channel Advertising Platform
Unified Analytics RTB Monitoring Optimization Algorithms Dashboard Dynamic Decisioning
Real-time cross channel data is applied to all channels to deliver performance at scale
Mobile Email SocialVideoDisplay
1900 20001960 1980194019201900 20131993
US DIGITALAD SPEND 1993-2013
DIGITAL~$40B
20 YEARS
1960 198019401920 2000
NEWSPAPER
TV
RADIO
0
$70B
$30B
$10B
$20B
$40B
$50B
$60B
SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET
20232013
THEY ALL
INTO A DIGITAL
SINGULARITY!
NEWSPAPER DIGITAL PRINTTV LTE FIBER
RADIO STREAMING AUDIO
EVOLVE
0
$70B
$30B
$10B
$20B
$40B
$50B
$60B
THE NEXT 10 YEARS IS YOUR TIME!
ARE YOU READY!?
