The Future of Display Advertising

Alex Blaikley

Industry Head - Google

1. The growth of digital display vs the decline of Traditional

display will increase from 2014

2. The future of display is RTB

3. Embrace RTB opportunities

‘Advertising’s worth doing

when you’ve got something

worth advertising.’ Jeremy Bullmore

Awareness

Interest

Consideration

Purchase

Consumer Purchase Journey - Basic

Reach

Context

Frequency

Conversion

Media Planning: Accountability vs Effectiveness

User Viewer Reader

Listener Household Traffic

Average Time spent watching TV is steadily declining for

younger audiences

15

16

17

18

19

20

21

22

23

24

25

26

2010 2011 2012 2013

16-34 Adults

16-24 Adults

16-24 Women

Newspaper Circulations are in Decline

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

2009 2010 2011 2012 2013

Mirror

Sun

Daily Mail

Sunday Times

Digital is now the biggest medium by investment (2012)

And Display is the fastest growing (H1 2013)

By 2015, 25% of digital display

inventory will be bought through

RTB Platforms

Econsultancy & IDC | September 2012

Real Time Bidding - IAB

Re-imagining programmatic buying for advertisers

• Global display buying across

exchanges in real time

• Proprietary machine learning and

prediction algorithm

• Completely re-built on Google

technology and integrated into

DoubleClick Digital Marketing

Make better

buying decisions

Rich Targeting

Smart Optimization

Transparency and Control

Integrate your

digital marketing

Formats, data,

and channels

Scale your business

Reach more of your

audience

Simplify and streamline

Service and support

Introducing DoubleClick Bid Manager

Douglas County, Georgia

Service and technology backed by Google global infrastructure

DBM Delivers Significant Reach

GDN Unique

Inventory (text)

4.5 Bbillion

GDN Inventory available via

DBM: 21 Billion

Total DBM

Inventory: 37 Billion

8%

4%

18%

11%

6%

43%

Content Providers

Video Networks

Display Networks

Social Networks

Across Premium Video Channels

And Display: Private Marketplaces with Premium Publishers

A Publisher Perspective

Our ultimate goal with DoubleClick Bid Manager is to

provide all the tools you need for display buying but also

to simplify and streamline the process:

Planning | Activation | Reporting | Optimisation | Billing

Turn down the noise

Data fidelity improves performance

This slide does not depict actual data; illustrative example only

Ad Serving (Buy Side)

DSP Ad Exchange

100% 90% 90% 100% 81%

Retain cookies to improve campaign reach

Multiple cookie spaces

Data fidelity improves performance

This slide does not depict actual data; illustrative example only

Single platform to manage conversions and campaign data

enables more accurate attribution across channels

Single cookie space

Ad Serving (Buy Side)

DSP Ad Exchange

100% 100% 100% 100% 100%

• Real-time reporting and faster access to data

• De-duped conversions across channels and formats

• Consolidation and attribution with data integrity

Attribution grows digital

of advertisers who use attribution have

increased spend in their digital channels, with

21% increasing spend in all digital channels 66% Source: Econsultancy/Google Analytics - Marketing Attribution: Valuing the Customer Journey

User Viewer Reader

Listener Household Traffic

And will allow advertisers to move from here

User

To here

Media Planning: Effectiveness vs Growth

DoubleClick: The Future of Display RTB

The Future is Now