Digital - Where to next? An API future

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Presentation to Youngbloods NSW regarding the future of digital & how API's will influence us.

Joint presentation from Downstream Marketing & WiTH Collective.

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Digital - Where to next? An API future

  1. 1. Digital - Where to next? An API Driven Future… Monday, 17th October 2011Monday, 17 October 11
  2. 2. What’s tonight about...Monday, 17 October 11
  3. 3. What’s tonight about... A Quick Future of Future of About Us History of Digital Technology Creativity Internet MediaMonday, 17 October 11
  4. 4. Before we startMonday, 17 October 11
  5. 5. Before we start 1. How many Australian’s access Facebook from their mobile last month?Monday, 17 October 11
  6. 6. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day)Monday, 17 October 11
  7. 7. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010?Monday, 17 October 11
  8. 8. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin BieberMonday, 17 October 11
  9. 9. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month?Monday, 17 October 11
  10. 10. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? 1.5 BillionMonday, 17 October 11
  11. 11. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? 1.5 Billion 4. How may monthly page impressions does Facebook get?Monday, 17 October 11
  12. 12. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? 1.5 Billion 4. How may monthly page impressions does Facebook get? 17 BillionMonday, 17 October 11
  13. 13. About usMonday, 17 October 11
  14. 14. About us • Born & bread in Brisbane • Career: • Clemenger Proximity - Brisbane • Wheel - London • Y&R Brands - founding Head of Digital • M&C Saatchi / MARK - General Manager • Leo Burnett - Managing Partner Digital • WiTH Collective - Founder & Managing PartnerMonday, 17 October 11
  15. 15. About us • 15 months old • Digitally centric independent creative agency • Founded in Partnership & Collaboration • Core team of 12 & growing with specialists on demand • Bluechip clientsMonday, 17 October 11
  16. 16. About usMonday, 17 October 11
  17. 17. About usMonday, 17 October 11
  18. 18. About us • Born & bread in Brisbane • Career: • Clemenger Proximity • Y&R Brands / Wunderman - Director of CRM • Leo Burnett - Head of Direct & Channel Planning • BMF - Head of Direct & Digital • Downstream - Chief Operating Officer • WiTH Collective - Non-executive DirectorMonday, 17 October 11
  19. 19. About us • Australia’s largest digital performance media agency • 100% Independent • Search + Social + Performance Display • Growth at 50% YoY • Manage $70M+ in digital media • Three time Agency of the Year winner (Specialist & Emerging) • Team of 32 • Exclusive licensee of Efficient Frontier & Context OptionalMonday, 17 October 11
  20. 20. Quick History of the InternetMonday, 17 October 11
  21. 21. Look backwards to look forwardMonday, 17 October 11
  22. 22. Quick history of the Internet “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderMonday, 17 October 11
  23. 23. Quick history of the Internet 1969 1971 1983 1989 1990 1990 Internet First eMail First WWW DSL Internet was Born Mobile Born Born on Phone 1993 China’s 1994/95 1994 1997/98 1998 Golden Yahoo! First 1995 CD’s Napster Shield Banner eBay Sold Sold “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderMonday, 17 October 11
  24. 24. Quick history of the Internet “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderMonday, 17 October 11
  25. 25. Quick history of the Internet 2000 2000 2000 1998 2001 2001 Google File .Com Google iTunes iPod Ads Sharing Bubble 2003 2003 2004 2004 2005 MySpace Skype UTMS Facebook Murdoch High buys Speed MySpace Mobile $580M Web “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderMonday, 17 October 11
  26. 26. Quick history of the Internet “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderMonday, 17 October 11
  27. 27. Quick history of the Internet 2006 2006 2006 2005 2006 2007 Google Online YouTube YouTube Tweeting Google buys Travel Opens up Books YouTube 2007 2008 iPhone & 1/8 2010 & 2011 iTouch Married 2009 Couples Dell Sells met online $6M via in USA Twitter “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderMonday, 17 October 11
  28. 28. Quick history of the Internet 2006 2006 2006 2005 2006 2007 Google Online YouTube YouTube Tweeting Google buys Travel Opens up Books YouTube s r net i Inte ntly ta - cons g change n ay e rgoi nt to st 2008 und porta 2007 t! iPhone & 1/8 i t’s im top of i 2010 & 2011 iTouch Married 2009 on Couples Dell Sells met online $6M via in USA Twitter “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderMonday, 17 October 11
  29. 29. 3 biggest digital game changers “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  ThunderMonday, 17 October 11
  30. 30. Where to next? An API Driven Future.....Monday, 17 October 11
  31. 31. What is an API? Application Programming InterfaceMonday, 17 October 11
  32. 32. What is an API? A DIGITAL PIPE: • Increased velocity of the web • Instantaneous engagement • Enabled multi-format publishing on enormous scale • The enabler of social media (FB + Twitter + Blogs) • Smart Brands - 2-way API feedsMonday, 17 October 11
  33. 33. The API EcosystemMonday, 17 October 11
  34. 34. The API Ecosystem - powers ubiquityMonday, 17 October 11
  35. 35. The API Ecosystem - powers ubiquityMonday, 17 October 11
  36. 36. The API Ecosystem - powers ubiquityMonday, 17 October 11
  37. 37. The API Ecosystem - powers ubiquityMonday, 17 October 11
  38. 38. The API Ecosystem - powers ubiquityMonday, 17 October 11
  39. 39. The API Impact Brand Engagement: • A change in creativity - the process of creating ideas with impact • Creativity NO LONGER ATL driven • A monologue / diatribe is no longer good enough • Essence of a GREAT idea MUST involve the audience - amplified impact • If a brand doesn’t drive the engagement the audience will • Instant impact demands instant response • Numbers & analytics become central to successMonday, 17 October 11
  40. 40. The API Impact Brand Engagement: • A change in creativity - the process of creating ideas with impact • Creativity NO LONGER ATL driven as ide nd A monologue / diatribe is no longer good enough e ru beyo • T • Essence of a GREAT idea MUST involve the nd alking audience - amplified impact e xte d t If a brand doesn’t drive the engagement the ran a b at you • audience will • Instant impact demands instant response • Numbers & analytics become central to successMonday, 17 October 11
  41. 41. The API Impact Impact: • Ideas become bigger, FASTER • Creation of continuous dialogue & observation • Create & harness a community around a brand • Start of social commerce in multiple places • Consumers interact with brands in their preferred digital environment • Data optimised creative experiencesMonday, 17 October 11
  42. 42. API TechnologyMonday, 17 October 11
  43. 43. API Technology y to wa e art e th Sm nag ma gital di tem sys ecoMonday, 17 October 11
  44. 44. Baby CarrotsMonday, 17 October 11
  45. 45. Baby CarrotsMonday, 17 October 11
  46. 46. Baby CarrotsMonday, 17 October 11
  47. 47. Baby CarrotsMonday, 17 October 11
  48. 48. Old SpiceMonday, 17 October 11
  49. 49. Old SpiceMonday, 17 October 11
  50. 50. Old SpiceMonday, 17 October 11
  51. 51. Old SpiceMonday, 17 October 11
  52. 52. Old SpiceMonday, 17 October 11
  53. 53. Old SpiceMonday, 17 October 11
  54. 54. Old SpiceMonday, 17 October 11
  55. 55. Key take outMonday, 17 October 11
  56. 56. Key take out ro ad B i ng th i nk e th fr om t st arMonday, 17 October 11
  57. 57. What are we doing in Australia? A few areas of improvement to noteMonday, 17 October 11
  58. 58. Tooheys Extra DryMonday, 17 October 11
  59. 59. Tooheys Extra Dry - Fuck you?Monday, 17 October 11
  60. 60. Tooheys Extra Dry - Fuck you?Monday, 17 October 11
  61. 61. Tooheys Extra DryMonday, 17 October 11
  62. 62. Tooheys Extra DryMonday, 17 October 11
  63. 63. Tooheys Extra DryMonday, 17 October 11
  64. 64. Tooheys Extra Dry ood N ot g h - ug eno in & co nta e en gagMonday, 17 October 11
  65. 65. Hahn Super DryMonday, 17 October 11
  66. 66. Hahn Super DryMonday, 17 October 11
  67. 67. Hahn Super DryMonday, 17 October 11
  68. 68. Hahn Super DryMonday, 17 October 11
  69. 69. Hahn Super DryMonday, 17 October 11
  70. 70. Hahn Super DryMonday, 17 October 11
  71. 71. Hahn Super DryMonday, 17 October 11
  72. 72. Hahn Super Dry ood eg l On ia soc isn’t orm ugh atf no pl d e gooMonday, 17 October 11
  73. 73. Key take out for Australians 1. Get all of your agencies talking UP FRONT 2. Plan bigger ideas - more than TV 3. Understand where your audience lives 4. Investigate technology & platformsMonday, 17 October 11
  74. 74. Key take out for Australians 1. Get all of your agencies talking UP FRONT 2. Plan bigger ideas - more than TV Understand where your audiences c an 3. a lives Ide 0 x 4. b e 1 han Investigate technology & platforms rt bi gge are th eyMonday, 17 October 11
  75. 75. API Driven Media Realtime Insights & OptimisationMonday, 17 October 11
  76. 76. The New Digital Media EcosystemMonday, 17 October 11
  77. 77. The New Digital Media Ecosystem ata ss d in an Pa h oug nt thr sta inMonday, 17 October 11
  78. 78. The Customer Path to PurchaseMonday, 17 October 11
  79. 79. API Driven Media Approach d Pai 1.5B l - ura rch s PCM Sea che Nat rch Sea r Sea k e boo e le Fac Pag dab .5B B s Bid y - 2 - 17 ession a r D ispl age Imp PCM PMonday, 17 October 11
  80. 80. Multi-Channel Optimisation Display Model Facebook Model SEM Model + +Monday, 17 October 11
  81. 81. Multi-Channel Optimisation Display Model Facebook Model SEM Model + + the a s is edi hi f m T eo g- tur din fu ra 3- t ing com s TV 5yrMonday, 17 October 11
  82. 82. API Driven Ad FormatsMonday, 17 October 11
  83. 83. API Driven Ad Formats lled tro a Con ugh t hro system ral EDIA & c ent M L AL TFOR MS - PLAMonday, 17 October 11
  84. 84. API Driven Ad FormatsMonday, 17 October 11
  85. 85. Why is this important? Click Through Rates 0.86% 0.90% 0.80% 0.70% 0.60% 0.50% 0.40% 0.30% 0.20% 0.04% 0.10% 0.00% Normal Ad Formats API Fuled Ads Monday, 17 October 11
  86. 86. Why is this important? Click Through Rates 0.86% 0 , 2 ct x 0.90% 0.80% 0.70% 0.60% pa 0.50% im y& 0.40% 0.04% nc 0.30% cie n 0.20% effi tur 0.10% 0.00% Normal Ad Formats API Fuled Ads reMonday, 17 October 11
  87. 87. Impact is more than just click through 0.25 21.70% 0.2 20X 14.50% 0.15 0.1 8.50% 6.30% 0.05 0 Engagement Rates Brand Awareness Brand Preference Purchase Intent Rates Monday, 17 October 11
  88. 88. Impact is more than just click through 0.25 21.70% 0.2 20X 14.50% 0.15 0.1 8.50% 6.30% 0.05 0 Engagement Rates Brand Awareness Brand Preference Purchase Intent Rates Monday, 17 October 11
  89. 89. API Driven Optimisation Media   Engagement Op9misa9on PlaGorm Awareness Engagement Unified Platform.Maximum Return. Media, Optimisation & UX - togetherMonday, 17 October 11
  90. 90. Questions & conversationsMonday, 17 October 11
  91. 91. Thank you & fuck you! @domhind @juzoutMonday, 17 October 11

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