Now and Next: Media Innovation

flashforward
to the
future
Dean Donaldson
@deandonaldson Global Director of Media Innovation

© 2010 MediaMind Technologies, Inc. All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved

Wednesday, 9 February 2011

NOTHING TO HIDE . US

© 2010 2010 MediaMind Technologies Inc. | All rightsreserved
© MediaMind Technologies Inc | All rights reserved


panic!

© 2010 MediaMind Technologies Inc | All rights reserved


356060



1.1mtrappers burst


80k registered


>100 blogs + sites


28.5%
CTR = 1m visits


collaboration



Tracking



Tim Berners-Lee


Living in a Ubiquitous World

Click to edit Master text styles



[ targeted consumer ]

addressable advertising >>



Half the money I spend
on advertising is wasted
but I can never find out
which half
John Wanamaker, Pioneer of Department Stores, 1877



click
the
flow of metrics
overwhelming



997
click
the
flow of metrics
overwhelming



C. Converts within a
display ad on IPTV

click
the
flow of metrics
? elming
overwh

B. Searches on mobile after
seeing Digital Billboard

A. Interacts with brand via
hand-held gaming device



click
the
flow of metrics
overwhelming
?



direct
response ?


50%
of all display ad clicks



6%
online population


0.5%
5 in every 1,000


2 are wrong audience
1 clicked by accident
1 doesn’t wait for load
= 1 in every 1,000


CPC =
CPM !!


C
21

Quantity

click
the



pimp
my ad


Quality

time


bridging
the silos

30%


compare amazon

instantly



Better Lived Together

tracking offline to
online mobile


visualization of search


Toshiba



Cross-Channel Comparison

What is the status for comparing the following cross-channel metrics?

Online Search and
Display Advertising 51% 38% 11%

Computer-based and
Mobile Advertising 22% 62% 16%

TV and Computer- 22% 62% 17%
based Advertising

TV and Mobile
Advertising 7% 68% 25%

Outdoor and
Mobile Advertising 8% 62% 30%

Currently compare Would like to compare, but don’t do it yet Not interested in comparing

Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising



Impact:

changing the train of

thought


2011

“ ”



illumination



✓



privet
salutg'day
grüßgott alô
hei
aloha jambo
“hello”
shalom
cześć
ciào
guten tag σου
sawubona
bonjour deň
hoiγεια napot
jó
hola dobrý

“ok?”
“good”
“good”



<< panel data >>
{ performance data }
“organic search”

creative intelligence
social media [ buzz ]
* consumer feedback @^!!



strategy

40%


planning data
buying delivery



planningdata
buying delivery
“single” advertising
management system


Consumer reach and response is constant



Create a strategy for response

▸ Gather consumer touch points into a single repository




Group A Group B Group C

▸ Organise them intelligently to continue conversations




Group A Group B Group C

▸ Organise them intelligently to continue conversations
▸ Continue conversations before data becomes irrelevant



The Integrated Platform
Marketers Digital Channels Consumers

Display

Smart Search
Planning
Emerging
DATA

Smart
Trading Email

Affiliates

Site

Smart
Versioning Social



Optimize to a variety of site data

The Next Prius
Geography: California, United States Cruise Cali in Style
Demographics: Female, 25-35

Behavioral Data: Frequent auto searcher

Search Activity: Car deals / Financing



Optimize to a variety of site data

FJ CRUISER
Geography: California, United States Intense driving V-6
Demographics: Male, 25-35

Behavioral Data: Sports Fan

Search Activity: Car deals / Financing



Networks vs. Exchanges (via Smart Trading)

1/3
$20

$17 19

$13

$10

$7
cost per click
$3

$0 6

Network
MediaMind

eCPC in US$
Source: MediaMind actual campaign data – average eCPC across two major networks © 2010 MediaMind Technologies Inc. | All rights reserved


Consumer Life Cycle (CLC)

awareness

consideration
“attract
retention
convert
retain”
evaluation
purchase


1. Points of measurement?
awareness 2. Technology insertions?
Display Advertising
Rich Media / Standard Display
Video InStream / InGame
On / Offline
consideration
Microsite Advertising
In situ on site within Banner
retention External link by Click /
Rich Applications

y
Displa
EXCHANGE

ch
Sear
evaluation
Search Advertising
purchase Independent Research
Rating Mechanisms
Commitment Process
Client site / Reseller Site
Offline in-Store




Expensive

awareness
2. Technology insertions?
Display Advertising Dwell Time
l Rich Media / Standard Display
ra

er
ef

consideration
R

On / Offline

retention
Cost Effective Microsite Advertising
External link by Click /
Rich Applications
Brand Advocacy

y
Displa
£€$
Retargeting of user to up-sell

ch
Encourage recommendation CPC / CPE

Sear
via Widgets Fee
dba
ck

evaluation
CPA / ROI
Search Advertising
Rating Mechanisms
Commitment Process
Offline in-Store



Premium

Targeting

Expensive

awareness
2. Technology insertions?
Display Advertising Dwell Time
l Rich Media / Standard Display
ra

er
ef

consideration
R

On / Offline

retention
Cost Effective Microsite Advertising
External link by Click /
Rich Applications
Brand Advocacy “ ”

y
Displa
£€$
Retargeting of user to up-sell

ch
Encourage recommendation CPC / CPE

Sear
via Widgets Fee
dba
ck

evaluation
CPA / ROI
Search Advertising
Rating Mechanisms
Commitment Process
Offline in-Store



data
understanding

is the key



Teachers / kids



< interaction >
Teachers / kids



70MPH


35FPS


2.7MPH


75%
2.7MPH

You remember:

30% what you see
50% what you see & hear
70-90% what you see, hear

& touch

Warner Bros 300 – Expanding / Polite



dwell rate
percentage of impressions

engaged
with by the user


Global Research

8.7%
of all ads engaged with
Eyeblaster Dwell Research



Dwell Rate versus CTR

25x

dwell time
is the average number of

seconds
a user engaged with an ad


Overall Performance

1:14 43 seconds


60
How we spend time

Eyeblaster Dwell Research
secs over TV


most advanced
video
on the market



Interacting with video



consumers
show consistently that they

are willing
to take time to explore brands


Effect on visits

17

69%
17
13

9
10

4

0

low dwell
high dwell



Effect on search

40

39
30

20

10
12
0

low dwell
high dwell



Effect on search

3x
40

39
30

20

10
12
0

low dwell
high dwell



does
size matter?



Take two

70% © 2010 MediaMind Technologies Inc. | All rights reserved


Measuring the difference

`

`



Another little secret…

`



Location, Location

Location!



standard ads
need a little
helping hand



data shows
consumers engage with

desktop
applications for longer


don’t
touch



Virtual Reality



passive
exposure
active
+ engagement

eGRP


social media has
replaced porn as
the no. 1 activity



Concentric Conversations



“It took 50 years for
TV to build the
audience social media
has in five
”


more than 10 million pieces of content

daily
are shared on Facebook



grass roots infiltration

word-of-mouth
is the most powerful form of

advertising


83%
of purchase decisions are from

word of mouth


35%
communicate
eMail Instant Messenger


“you got to ask yourself a question”

product reviews

25% of search results
for the World’s Top 20 brands are
links to user-generated content...
34%_of_bloggers / post_opinions_about_products



78%
of consumers
trust peer recommendations

only 14% trust advertisements



25%
25%

1/4 of users of top
social media sites
20%

are aged 35-44
19%
18%
15%

15%

10%

9%
10%
5%

0%

0-17
18-24 3%
25-34
35-44
45-54
55-64
65+

Data Source: Gogle Ad Planner (United States demographics data)



?
the fastest growing
group on Facebook


the silver foxes

55-60 year old females

the fastest growing
group on Facebook



Chat Roulette

queer



Chat Roulette

100M
queer


NO FEAR?



vs. ID



2/3 of social media
users concerned
about ID theft

Source: Poll of 2,000 British Social Media network users



Concerned re: ID theft
65%

Happily publish DOB
57%

Disclose home town
56%

+10%
Share employment
31%

Seen by ‘everyone’
20%

Source: Poll of 2,000 British Social Media network users



Dean’s law of digital advertising

for every interaction
there is an equal and opposite

reaction


technology

sift © 2010 2010 MediaMind Technologies Inc. | All rightsreserved


People are not
Numbers



“The Commission is closely monitoring the
use of behavioural advertising to ensure
respect for our privacy rights. Now, European
privacy rules are crystal clear: a person's
information can only be used with their prior
consent. Transparency and choice are key
words in this debate…

...Europe has clear principles concerning
privacy and the protection of personal data.

They are fundamental rights!”

Viviane Reding
EU Commissioner



Don’t be evil



“I had a bad
experience”



“how may
I help?”
turn moaners
into advocates
“listening brand”


in
control


“ This commercial is
enough to make me try
Old Spice. THIS is how
you convince people to

”
buy your stuff!

6M

Adapting the process
On-site view through
Regular banner flow (Rich or Standard)

Viewing the ad
see content = mass audience

Clicking on the advert
interact = deep connection

for frien

te sh
Arrival at the

wa d

ar ar
-a e
web page

rd-

nd
to-

-
Start exploring

creates
Product
View

buzz eMail Social Sites



VW Twitter



VW Twitter

• 1% YoY uplift in site visits
• Twitter activity for VW rose from 5 to 700 per day
• Total Facebook VW Fans – 260,000
• Total YouTube video views – 87,000



takes it to the
next level



the



Current Blocks



most looked at screen in home
2nd
is the mobile


2x
as TV | as PC


6x
penetration


go back
home ?


more people
in japan now

surf the web
from a mobile phone
than from a PC
I-Igma



Personal Web



Personal Web

60/40


<10%


Social Interaction

50%

Social Interaction

80%

Social Interaction

100%

payment
system

$150bn by 2015


$$$

500 million
smartphones a year are
going to be sold over time
Steve Balmer



beyond the
browser



60/40


of under 15’s by 2015 will all use
50%
touchscreens


Courtesy of



Haptic Interaction



15%

The Third Wave

UbiComp
Ubiquitous Computing


∞=1

1=1

1=∞
{ ubiquitous computing (ubicomp) }



Smart Tags

RFID


Sensory surround

((( (



Smart Appliances



Smart Paper



Smart Clothes



Smart Scents



Science Fiction or Fact?

• Chips linked to Internet
Active up to 500m radius

• Wave-and-Pay + GPS



Science Fiction or Fact?

• Chips linked to Internet
Active up to 500m radius

• Wave-and-Pay + GPS

Personal Identification Device (PID)

= targeted ads


[data]


In Store Intelligence



ePOS


Consumer Backlash



live
trailers



2015
NO CD or DVD


In Car Advertising



personally relevant ads
inserted dynamically into any content

on any device
anywhere in the world



from search
to static banners to interactive

full-screen video
in a browser, in Game or on web TV

outdoor, on a desktop or mobile


ad server platforms are

built on
decade old
technologies


focus on your
potential
instead of your
limitations



Thank you!



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