Bob Lord - Convergence: The Intersection of Media, Creative & Technology - Data Summit

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Bob Lord, Global CEO, AOL Media Networks

His presentation at the first 4A's Data Summit on October 16 in NYC. More information: http://datasummit.aaaa.org/

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  • When you start approaching briefs this way, you’ll realize that it’s all about providing value to the customer, using existing channels and creating new ones. Keeping that message consistent.
  • [RAY]We have to start by rejecting the silo, the creative teams cannot work without the data teams.Omnichannel collaboration is critical to keeping the physical experience in sync with onlineSome of our clients are creating data organizations to help span these silos and avoid redundanciesLow prioritization by CXOs, therefore inadequate resources and investmentAgency services and segmentation used for analysis and creative in siloes, rather than for actioning tailored experiencesHow you are organized to use the technology, not the tech itselfWe’re all doing less “digital marketing.” Instead, we’re simply doing marketing in a digital world. This nuance will dictate your organization’s culture and marketing roadmap for the future.
  • Bob Lord - Convergence: The Intersection of Media, Creative & Technology - Data Summit

    1. 1. CONVERGE: Transforming Business at the Intersection of Marketing and Technology Bob Lord, Global CEO
    2. 2. IT’S MORE THAN JUST CREATIVITY
    3. 3. IT’S MORE THAN JUST TECHNOLOGY
    4. 4. IT’S MORE THAN JUST MEDIA+DATA
    5. 5. CONVERGE NEW BRAND EXPERIENCES MEDIA (+ DATA) TECHNOLOGY CREATIVITY
    6. 6. NEW TECHNOLOGY PALETTE FUELSBRAND EXPERIENCES
    7. 7. MEDIA ALLOWS CONVERSATION
    8. 8. CREATIVITY COMES FROM EVERYWHERE
    9. 9. BUSINESS OF STRATEGY AND INSIGHT TECHNOLOGY MEDIA CREATIVE
    10. 10. THERE ARE 5 BEHAVIORS TO EMBRACE
    11. 11. 1. 2. 3. 4. 5. PUT THE CUSTOMERAT THE CENTER THINK OF YOUR BRANDAS ASERVICE REJECT SILOS ACT LIKEASTARTUP EMBRACE DIVERSITY
    12. 12. 1. 2. 3. 4. 5. PUT THE CUSTOMER AT THE CENTER THINK OF YOUR BRANDAS ASERVICE REJECT SILOS ACT LIKEASTARTUP EMBRACE DIVERSITY
    13. 13. YOUR CAMPAIGN MUST BE STRUCTURED AROUND THE CUSTOMER
    14. 14. YOUR STRATEGY MUST BE BASED ON DATA FROM ACTUAL CUSTOMER ACTIVITY
    15. 15. END TO END EXPERIENCES BUILD THE BRAND
    16. 16. 1. 2. 3. 4. 5. PUT THE CUSTOMERAT THE CENTER THINK OF YOUR BRAND AS A SERVICE REJECT SILOS ACT LIKEASTARTUP EMBRACE DIVERSITY
    17. 17. YOU ARE NO LONGER IN THE BUSINESS OF SELLING STUFF, YOU’RE FILLING CONSUMER NEEDS
    18. 18. 1. 2. 3. 4. 5. PUT THE CUSTOMERAT THE CENTER THINK OF YOUR BRANDAS ASERVICE REJECT SILOS ACT LIKEASTARTUP EMBRACE DIVERSITY
    19. 19. REJECT THE SILO CTO CEO ECOMM CMO RETAIL
    20. 20. PLATFORMS DRIVE DECISIONS EARLY MORNING WORKDAY EVENING 14% % of Desktop Impressions 12% % of Smartphone Impressions % of Tablet Impressions 10% 8% 6% 4% 2% 0% 12A 1A 2A 3A 4A 5A 6A 7A 8A 9A 10A 11A 12P 1P DEVICE USAGE PEAKS 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 12A 1A
    21. 21. 1. 2. 3. 4. 5. PUT THE CUSTOMERAT THE CENTER THINK OF YOUR BRANDAS ASERVICE REJECT SILOS ACT LIKE A STARTUP EMBRACE DIVERSITY
    22. 22. EMPLOY AGILE METHODOLOGY AND RAPID PROTOTYPING
    23. 23. WHY I BELIEVE
    24. 24. VERIFICATION SOCIAL ADVERTISER CREATIVE CROSS SCREEN DSP SSP AGENCY TRADING DESK $1.00 -15% to 20% ATTRIBUTION DATA ANALYTICS -20% to 40% PUBLISHER -15% to 20% $0.45 OR LESS

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