The cookie challenge
                   and the future of display advertising


           • Display advertising will prev...
a few words on




                                        Privacy

       Jon Lund // www.jon-lund.com // jon@jon-lund.co...
Socialogical
                               imaginary:
  inside the heads of the
           users
       Jon Lund // www.j...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate Nordic Executive Network, May 11, 2010, Stoc...
Hours/month
      40

      36

      32

      28

      24

      20

      16

      12

        8

        4

        ...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate Nordic Executive Network, May 11, 2010, Stoc...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate Nordic Executive Network, May 11, 2010, Stoc...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate Nordic Executive Network, May 11, 2010, Stoc...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate Nordic Executive Network, May 11, 2010, Stoc...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Yahoo - China 2004




       Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executiv...
28 juli 2006 - searches from 658.000 AOL-user
                    profiles leaked




Jon Lund // www.jon-lund.com // jon@...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
chai tea calories
                                                                        calories in bananas

           ...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
how to kill your wife

                                                                   pictures of dead people

       ...
Vivianne Reding




                Vice-President, Commisoner of Justice, Fundamental Rights and Citizenship
            ...
Vivianne Reding
                   “For years, mobile roaming charges have remained unjustifiably
                   high....
"We cannot expect citizens to trust
            Europe if we are not serious in defending
            the right to privacy...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate Nordic Executive Network, May 11, 2010, Stoc...
language
                   selection
                                                                        remember
   ...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate Nordic Executive Network, May 11, 2010, Stoc...
Phorm
       Deep packet inspection
       British Telecom, virgin,
       talk-talk
        Jon Lund // www.jon-lund.com ...
Deep packet inspection
       British Telecom, virgin,
       talk-talk
        Jon Lund // www.jon-lund.com // jon@jon-lu...
SIR TIM
       BERNERS-LEE
       "It’s mine - you can’t have it.
        If you want to use it for
       something, then...
19. april 2009: EU opening statement against
                the UK: implementation of e-privacy directive
               ...
Member States shall ensure that the storing of information, or the gaining of
           access to information already sto...
What is “consent”?
                 Do you have actively to say “yes” to each
                 particular site...
        ...
1. party
                 3. party




        Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emedia...
Popup hell?




        Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate Nordic Executive Net...
Popup hell?



                                                      Harass the users massively...
                       ...
Measurement:
              No net reach



              Execution:
              No cross-domain frequency



           ...
Measurement:
              No net reach
                                                                                  ...
Social
                                       media




                                                                  ...
Pagerank + auction = the secret of Google




        Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       ...
Usage != Money ?




       Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive ...
Revenue split

                                                                                   5%



                  ...
The                Like Button




        Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate N...
The                Like Button




        Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate N...
Friend-rank -> Social search




       Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordi...
Friend-rank -> Social search




                                                                                       Go...
Revenue, display advertising, Denmark (indexed)
    700




    545




    390




    235




     80
          2000-1
 ...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
Create eyeballs

                                     Grow audience

                                               Build ...
Attention
                                                                                               Display
         ...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
        Emediate Nordic Executive Network, May 11, 2010, Stoc...
E-paper appeal?


       Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Net...
Adult monthly users, January 2010
          800.000
                                                            2008      ...
Page views per visit --- seconds spend per page




                                                                   Tim...
iPad potential?


Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
Emediate Nordic Executive Network, May 11, ...
150.000 apps in app-store
                    525.000


                    450.000


                    375.000


      ...
+3 mia downloads
       10.000.000.000




         8.000.000.000




         6.000.000.000




         4.000.000.000


...
2 mio downloads in Denmark in
                December 09



       Jon Lund [www.jon-lund.com]
       Mobile Copenhagen, ...
iPhonen trækker fra i datatrafik



                                                                                      ...
Laptops
                                                       Non-touchscreen phones
                                    ...
Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
       Emediate Nordic Executive Network, May 11, 2010, Stock...
THANK YOU!



Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund
Emediate Nordic Executive Network, May 11, 2010...
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Jon Lund: Cookie Challenge Display

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Traditional online display advertising is under severe attack from Search and Social Networking marketing strategies, promising more consumer relevance and engagement, while the seemingly unlimited inventory of the long tail-internet drives prices down. At the same time privacy concerns increasingly limits the ability of display advertising to target and measure campaigns. Display advertising however remains powerful and unique advantages, being able to build attention and interest like no other online advertising technique. And the iPad - and the wake of gesture- and tablet-computing - opens up new possibilities for a richer and fuller display experience.

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Jon Lund: Cookie Challenge Display

  1. 1. The cookie challenge and the future of display advertising • Display advertising will prevail • Social media = display advertising • Search is here to stay Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm About Jon Lund: founder and ceo at the Jon Lund consulting company in Copenhagen, Denmark. From 2004-2009 general manager at IAB Denmark. From 2008-2010 member of the board of IAB Europe. Started out in Internet in 1995 when he established his own creative agency.
  2. 2. a few words on Privacy Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm A major concern among internet users
  3. 3. Socialogical imaginary: inside the heads of the users Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm What do they think? How do they perceive what's going on?
  4. 4. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm They're overwhelmed by information, intruding their lives
  5. 5. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Mobile phones are with us all the time. We use it as alarmclock - and suddenly becomes 24/7 sms-answering centrals
  6. 6. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Mobile phones are with us all the time. We use it as alarmclock - and suddenly becomes 24/7 sms-answering centrals
  7. 7. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm We're using the internet more and more
  8. 8. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm We're all emailing
  9. 9. Hours/month 40 36 32 28 24 20 16 12 8 4 0 2008 2009 2010 Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm And spending lots of time on the internet
  10. 10. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Not only at work, but also by night. We're never off work.
  11. 11. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Not only at work, but also by night. We're never off work.
  12. 12. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Potentially it's threathening your health
  13. 13. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm The information that confronts you are often spam. Here's someone wanting to follow you on Twitter. (But really it's porn-spam).
  14. 14. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Here at the backend of your blog. Spam.
  15. 15. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Jason Calacanis even started a new social search engine, maholo.com, to deal with the problem. "Search-results" are written by real human beings. (actually more like a kind of wikipedia)
  16. 16. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Even the content users seek themselves are often crappy. These are the most read articles from five major news-outlets in Denmark. (week ending nov. 22, 2009)
  17. 17. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Here's the top five for the 5 sites investigated.
  18. 18. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm One third sex. A quarter sensationalism.
  19. 19. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Half of the stories were completely copy-paste from others.
  20. 20. Yahoo - China 2004 Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm And if all this wasn't enough, the information you give away in this cacaphonical environment could and may be used against you. Here the 1995-Yahoo handling over private emails to the Chinese government.
  21. 21. 28 juli 2006 - searches from 658.000 AOL-user profiles leaked Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm
  22. 22. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Based on the number of local searches, AOL user 1515830 appears to be a resident of Ohio's Mahoning County. On March 1, user 1515830 was trying to find the amount of calories in chai tea and bananas. But on March 9, the searches took a darker turn.
  23. 23. chai tea calories calories in bananas aftermath of incest how to tell your family you’re a victim of incest pottery barn curtains surgical help for depression oakland raiders comforter set can you adopt after a suicide attempt who is not allowed to adopt i hate men medication to enhance female desire jobs in denver colorado teaching positions in denver colorado how long will the swelling last after my tummy tuck divorce laws in ohio free remote keyloggers baked macaroni and cheese with sour cream how to deal with anger teaching jobs with the denver school system marriage counseling tips Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholmanti psychotic drugs Based on the number of local searches, AOL user 1515830 appears to be a resident of Ohio's Mahoning County. On March 1, user 1515830 was trying to find the amount of calories in chai tea and bananas. But on March 9, the searches took a darker turn.
  24. 24. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Revenge is a common theme, though of course it's impossible to guess whether an AOL user has criminal intent or is in the middle of writing a true-crime novel. In the case of AOL user 17556639, the jury's still out.
  25. 25. how to kill your wife pictures of dead people photo of dead people car crash photo Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Revenge is a common theme, though of course it's impossible to guess whether an AOL user has criminal intent or is in the middle of writing a true-crime novel. In the case of AOL user 17556639, the jury's still out.
  26. 26. Vivianne Reding Vice-President, Commisoner of Justice, Fundamental Rights and Citizenship Previous: Information society and media Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Vivianne Reding is responsible for privacy-protection. She's the kind of politician, who cares about her voters problems. Roaming prices are one of them. And privacy, the feeling off loss of control on the internet and the stressfullness perceived are a key priority.
  27. 27. Vivianne Reding “For years, mobile roaming charges have remained unjustifiably high. We are therefore tackling one of the last borders within Europe’s internal market" Vice-President, Commisoner of Justice, Fundamental Rights and Citizenship Previous: Information society and media Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Vivianne Reding is responsible for privacy-protection. She's the kind of politician, who cares about her voters problems. Roaming prices are one of them. And privacy, the feeling off loss of control on the internet and the stressfullness perceived are a key priority.
  28. 28. "We cannot expect citizens to trust Europe if we are not serious in defending the right to privacy” Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm This is her quest.
  29. 29. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Cookies are like Alibaba: mark the door, to find it again later.
  30. 30. language selection remember password Shopping basket Target ads Updated unique count content Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Cookies are like Alibaba: mark the door, to find it again later.
  31. 31. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm They look innocent. Simple short text-file with a few informations in it. Domain, unique id and dates in ascii.
  32. 32. Phorm Deep packet inspection British Telecom, virgin, talk-talk Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Phorm set the debate on fire in the UK. Not cookies, but like it in extreme: following the users through their ISP whereever the go.
  33. 33. Deep packet inspection British Telecom, virgin, talk-talk Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Phorm set the debate on fire in the UK. Not cookies, but like it in extreme: following the users through their ISP whereever the go.
  34. 34. SIR TIM BERNERS-LEE "It’s mine - you can’t have it. If you want to use it for something, then you have to negotiate with me. I have to agree, I have to understand what I’m getting in return." Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Public outrage. Berners Lee is widely respected as the founder of the world wide web.
  35. 35. 19. april 2009: EU opening statement against the UK: implementation of e-privacy directive 24. november 2010: New e-privacy directive adopted as part of the Telco package... Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Following the Phorm-case, Reding takes the first steps to what could end up being the EU commison dragging the UK government to court under acusations of not having seen to it, that EU law is respected in the UK.
  36. 36. Member States shall ensure that the storing of information, or the gaining of access to information already stored, in the terminal equipment of a subscriber or only allowed on condition user is that the subscriber or user concerned has given his or her consent, having been provided with clear and comprehensive information... This shall not prevent any technical storage or access for the sole purpose of carrying out the transmission of a communication over an electronic communications network, or as strictly necessary in order for the provider of an information society service explicitly requested by the subscriber or user to provide the service. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm The wording of the text of the directive.
  37. 37. What is “consent”? Do you have actively to say “yes” to each particular site... ...or is it enough having done so, once and for all through browser settings? Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm The word "prior" before consent were removed from the final text. This is enterpreted by IAB as an indication browser settings are enough. But I doubt it's that simple.
  38. 38. 1. party 3. party Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm An important distinction is between first party cookie - where it's the site itself that sets the cookie - and 3. party, where it's a partner of the site (banner network, audience measurement...) that sets the cookie. In the first case control isn't all gone. In the second, a party unknown to the users (and perhaps also to the site) sets the cookie.
  39. 39. Popup hell? Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm A ban of 3. party cookies is likely. Or that is: a requirement for all users actively to say yes every time a 3party cookie is set. This would result in a popup hell. Sites probably wouldn't force this upon their users. Then rather drop 'em.
  40. 40. Popup hell? Harass the users massively... ...or let go and take the loss? ...or the end of (3rd party) cookies) Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm A ban of 3. party cookies is likely. Or that is: a requirement for all users actively to say yes every time a 3party cookie is set. This would result in a popup hell. Sites probably wouldn't force this upon their users. Then rather drop 'em.
  41. 41. Measurement: No net reach Execution: No cross-domain frequency Targetting: Only on-site behavioural targetting Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Especially since it's not devastating to the sites, although it might be to networks and audience meassurement.
  42. 42. Measurement: No net reach --> More wasted impressions --> Lower prices... Execution: --> But higher volume No cross-domain frequency --> Networks --> Audience measurement Targetting: Only on-site behavioural targetting Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Especially since it's not devastating to the sites, although it might be to networks and audience meassurement.
  43. 43. Social media Search Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Display advertising is squeezed by Social Media and Search
  44. 44. Pagerank + auction = the secret of Google Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Search truly takes a huge part of the total advertising pie. It's here to stay. And Google owns it, with it's formula for page-rank indexing and auctioning of ad inventory.
  45. 45. Usage != Money ? Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Facebook on the other hand still strugles to find a way to make money. Even though timespend was three times as large on Facebook compared to Google in DK, Facebook only had some 10 percent of Google ad revenue.
  46. 46. Revenue split 5% 50 % 45 % Google Display Facebook Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Social media therefore doesn't pose a threath to display... at least not for now
  47. 47. The Like Button Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Facebook might be moving right now though, trying to capitalize. The Like button potentially lets facebook build a quality index of the entire web.
  48. 48. The Like Button Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Facebook might be moving right now though, trying to capitalize. The Like button potentially lets facebook build a quality index of the entire web.
  49. 49. Friend-rank -> Social search Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Facebook could therefore build it's own search engine running not only on pagerank algoritms but also on "friend ranks". Creating organic search results superior to Googles.
  50. 50. Friend-rank -> Social search Google killer? Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Facebook could therefore build it's own search engine running not only on pagerank algoritms but also on "friend ranks". Creating organic search results superior to Googles.
  51. 51. Revenue, display advertising, Denmark (indexed) 700 545 390 235 80 2000-1 2000-2 2000-3 2000-4 2001-1 2001-2 2001-3 2001-4 2002-1 2002-2 2002-3 2002-4 2003-1 2003-2 2003-3 2003-4 2004-1 2004-2 2004-3 2004-4 2005-1 2005-2 2005-3 2005-4 2006-1 2006-2 2006-3 2006-4 2007-1 2007-2 2007-3 2007-4 2008-1 2008-2 2008-3 2008-4 2009-1 2009-2 2009-3 2009-4 Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Anyway display needs not wory. Search is not fighting Display. It gets it money party from other budgets (not marketing, but sales). And even though display revenue might have suffered from search in the past, the losses hasn't been large enough to stop display from growing hugely as well.
  52. 52. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm This is so, because Display does something search doesn't. Search is great in certain phases of a buying process. But not when it comes to pushing commercial messages in mass markets.
  53. 53. Create eyeballs Grow audience Build reach Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm This is so, because Display does something search doesn't. Search is great in certain phases of a buying process. But not when it comes to pushing commercial messages in mass markets.
  54. 54. Attention Display Interest Desire Social Action Search Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Actually the good old AIDA still gives you a framework to understand the roles of the three.
  55. 55. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm iPad promises another answer to the privacy/loss of control. It allows for a contextual web of applications. As Wired Magazine images in it's prototype video: watch it - http:// www.youtube.com/watch?v=wwFbwHaP5tE
  56. 56. E-paper appeal? Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm Wired and magazine-like apps look like something we've seen before, on another medium. E-papers on web.
  57. 57. Adult monthly users, January 2010 800.000 2008 2009 2010 725.000 700.000 665.000 600.000 575.000 530.000 500.000 470.000 470.000 400.000 Users 375.000 310.000 300.000 200.000 160.000 100.000 0 zmags i-paper e-papers combined Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm These have been succesfull... (though most are weekly ad circulars)
  58. 58. Page views per visit --- seconds spend per page Time spend per page and pages read per visit, January 2010 60 60 Pages per visit Seconds spend per page 55,3 seconds/page 50 50 40 40 31,1 pages/visit 30 30 20 20 10 pages/visit 10 10,6 seconds/page 10 0 zmags epapers Average site 0 Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm They display a different readership pattern than does the average website
  59. 59. iPad potential? Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm
  60. 60. 150.000 apps in app-store 525.000 450.000 375.000 300.000 225.000 150.000 75.000 0 Jul-08 Jan-09 Jul-09 Jan-10 jul-10 Jan-11 Jon Lund [www.jon-lund.com] Mobile Copenhagen, 4. februar 2010 The number of apps in the iphone appstore, which can be used for iPads as well, tells a story of a hugely succesfull platform
  61. 61. +3 mia downloads 10.000.000.000 8.000.000.000 6.000.000.000 4.000.000.000 2.000.000.000 0 Jul-08 Jan-09 Jul-09 Jan-10 jul-10 Jan-11 Jon Lund [www.jon-lund.com] Mobile Copenhagen, 4. februar 2010 With huge downloads as well (90 percent free, 10 percent paid)
  62. 62. 2 mio downloads in Denmark in December 09 Jon Lund [www.jon-lund.com] Mobile Copenhagen, 4. februar 2010 That is some 10 apps per iphone/ipod touch
  63. 63. iPhonen trækker fra i datatrafik Iphone HTC Nokia Palm Samsung Blackberry Andel af annonce-datatrafik pr. OS i vest-europa blandt smartphones, Kilde: AdMob, december 09 Jon Lund [www.jon-lund.com] Mobile Copenhagen, 4. februar 2010 And even though the number of iPhones is very small (15 percent of total smartphones), iPhones accounts for 79 percent of the smartphone trafic on the web. At least in dec. 2009 iPhone 79 %, HTC 7 %, Nokia 3,1, Palm 0,9, Samsung 0,5, Blackberry 0,4. Can iPad do the same?
  64. 64. Laptops Non-touchscreen phones Flatpanel TVs Marg. markets 1550 million Touchscreen smartphones Portable media players Sub-markets 300 million Core markets Netbooks 150 million Game consoles Portable Navigation Devices (gps) E-readers Jon Lund [www.jon-lund.com] Mobile Copenhagen, 4. februar 2010 From a market point of view, the iPad potentials are vast. Because it spread over that many product-categories. Yearly sales figures (units) of relevant markets: Labtops: 200 (160 regular vs 40 notebooks) mio
  65. 65. Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm iPad advertising uses. IAB UK.
  66. 66. THANK YOU! Jon Lund // www.jon-lund.com // jon@jon-lund.com // @jonlund Emediate Nordic Executive Network, May 11, 2010, Stockholm

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