Digiday Media Buying Summit | Assembly

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Digiday

By: Michael Nicholas, Chief Innovation Officer at Assembly

Marketing

WHO CARES ABOUTTRANSPARENCY?!
10_18_austin

_WASHED-UP ENTREPRENEUR
_CORPORATEVC
_A.I. NERD
MICHAEL
HI.
_OLD AD PERSON
@NICHOLI57

WHAT ABOUT ADVERTISING?
EVERYONETALKS ABOUT IT…

IF IT IS, NO REALLY SEEMSTO CARE.
WHO’S USING IT?

NO, BECAUSE IT’S A DISTRACTION…
BUT NO ONE WANTSTO SAYTHAT.

MOST PARTIES INVOLVED ARE PUBLICLY
TRADED

PROCUREMENT LEAD BIDDING WARS ARE
EASY WINS…
[THAT DRIVE UP OPACITY*]

ANDTO BE AGAINSTTHAT…
ISTO BE AGAINST “THE BOTTOM-LINE”

0
22.5
45
67.5
90
1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016
ATTENTIONTOVIDEO ADVERTISING HAS COLLAPSED
THE PERCENTAGE OFVIDEO ADSVIEWED COMPLETELY DIVIDED BYTHETOTAL NUMBER OF ADS SHOWN
TOP SECRET FORMULATO CALCULATETHE
EFFECTIVE CPM FORVIDEO ADS
MEDIA COST ($)
VIEWS
1,000
LENGTH (SEC)
30
X COMPLETION RATE X
SOURCE: HARVARD BUSINESS SCHOOL - “THE RISING COST OF CONSUMER ATTENTION”

CONSUMER FAVORABILITY OF US ADVERTISING BYTYPE
Print
Out-of Home
TVVideo
Radio Audio
Internet Display
InternetVideo
Internet Pop-up
0 25 50 75 100
11
18
15
14
9
16
17
72
55
53
40
42
29
28
17
27
32
46
49
55
55
MOST PEOPLE HATE WHAT WE ARE DOING ONTHE INTERNET
SOURCE: MCKINSEY - “CONSUMER FAVORABILITY OF US ADVERTISING BYTYPE” 9/17 [ANDTHE NPR/PBS.: MEDIATRUST POLL]

SO… WE’RE SPENDING MORE
0
150
300
450
600
2010 2011 2012 2013 2014 2015 2016 2017 2018
$557.99
$534.79
$518.58
$502.80
$484.17
$467.03
$449.59
$432.40
$412.54
SOURCE: EMARKETER

BECAUSE WE DON’T HAVE ENOUGH
TRANSPARENCY ON WHAT MATTERS

WHAT ACTUALLY WORKS?
MEDIA.
MESSAGE.
AUDIENCE.

IT’S ABOUT EFFECTIVENESS, STUPID.
[MEDIA COSTS ARE IRRELEVANT IFYOU CAN INCREASE PERFORMANCE]

IT’S GOINGTO BE
SOLVED…
[BUT I’M NOT SURE EVERYONE IS GOINGTO LIKE IT]

FINALLY SOMETHING
ABOUT BLOCKCHAIN
THAT ISN’TTOTAL B.S.
[IT’S A SUPPLY CHAIN INTEGRITYTOOL]

ADVERTISING IS JUST
ANOTHER SUPPLY CHAIN.
[SORRY, WE’RE NOT SPECIAL]

[TIME SET ASIDE FOR OVER SIMPLIFIED ANSWERS]

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Digiday Media Buying Summit | Assembly

1. WHO CARES ABOUTTRANSPARENCY?! 10_18_austin

2. _WASHED-UP ENTREPRENEUR _CORPORATEVC _A.I. NERD MICHAEL HI. _OLD AD PERSON @NICHOLI57

3. THERE ARE 87 RESULTS

4. NOT GOINGTO RUIN LUNCH

5. NO SOLUTIONS. [I PROMISE]

6. 15|5

10.

11.

12. WHAT ABOUT ADVERTISING? EVERYONETALKS ABOUT IT…

13. WHY?

14. STEALING?

15. IF IT IS, NO REALLY SEEMSTO CARE. WHO’S USING IT?

16. ISTHAT SURPRISING?

17. NO, BECAUSE IT’S A DISTRACTION… BUT NO ONE WANTSTO SAYTHAT.

18.

19. MOST PARTIES INVOLVED ARE PUBLICLY TRADED

20.

21. PROCUREMENT LEAD BIDDING WARS ARE EASY WINS… [THAT DRIVE UP OPACITY*]

22. ANDTO BE AGAINSTTHAT… ISTO BE AGAINST “THE BOTTOM-LINE”

23. THE REAL BOTTOM LINE

24. 0 22.5 45 67.5 90 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 ATTENTIONTOVIDEO ADVERTISING HAS COLLAPSED THE PERCENTAGE OFVIDEO ADSVIEWED COMPLETELY DIVIDED BYTHETOTAL NUMBER OF ADS SHOWN TOP SECRET FORMULATO CALCULATETHE EFFECTIVE CPM FORVIDEO ADS MEDIA COST ($) VIEWS 1,000 LENGTH (SEC) 30 X COMPLETION RATE X SOURCE: HARVARD BUSINESS SCHOOL - “THE RISING COST OF CONSUMER ATTENTION”

25. CONSUMER FAVORABILITY OF US ADVERTISING BYTYPE Print Out-of Home TVVideo Radio Audio Internet Display InternetVideo Internet Pop-up 0 25 50 75 100 11 18 15 14 9 16 17 72 55 53 40 42 29 28 17 27 32 46 49 55 55 MOST PEOPLE HATE WHAT WE ARE DOING ONTHE INTERNET SOURCE: MCKINSEY - “CONSUMER FAVORABILITY OF US ADVERTISING BYTYPE” 9/17 [ANDTHE NPR/PBS.: MEDIATRUST POLL]

26. SO… WE’RE SPENDING MORE 0 150 300 450 600 2010 2011 2012 2013 2014 2015 2016 2017 2018 $557.99 $534.79 $518.58 $502.80 $484.17 $467.03 $449.59 $432.40 $412.54 SOURCE: EMARKETER

27. AND ACCOMPLISHING A LOT LESS*. *LESS INTERMS OF BRAND MARKETING RESULTS

28. BECAUSE WE DON’T HAVE ENOUGH TRANSPARENCY ON WHAT MATTERS

29. WHAT’S REAL?

30. WHO’S REAL?

31. WHAT’S SAFE? [THE MOST INTERESTING ONE]

32. WHAT ACTUALLY WORKS? MEDIA. MESSAGE. AUDIENCE.

33. IT’S ABOUT EFFECTIVENESS, STUPID. [MEDIA COSTS ARE IRRELEVANT IFYOU CAN INCREASE PERFORMANCE]

34. COST PER OUTCOME. [NOT MEDIA UNIT COST]

35. IT’S GOINGTO BE SOLVED… [BUT I’M NOT SURE EVERYONE IS GOINGTO LIKE IT]

36. FINALLY SOMETHING ABOUT BLOCKCHAIN THAT ISN’TTOTAL B.S. [IT’S A SUPPLY CHAIN INTEGRITYTOOL]

37. ADVERTISING IS JUST ANOTHER SUPPLY CHAIN. [SORRY, WE’RE NOT SPECIAL]

38.