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Building Brands in
a Digital World
Brett Wilson
CEO & Co-Founder
IAB Canada RTB X Series, May 2013
2
The Purchase Funnel

3
The Vehicle for Mass Awareness

4
Brand Advertising Used to Be Simple

5
Now Brand Advertising Getting Complicated

6
Now Brand Advertising Getting Complicated

7
Blindness to Online Direct Response (Display) Ads

“60% OF PEOPLE CAN’T REMEMBER
THE LAST DISPLAY AD THEY SAW.”

Source: I...
What We See
What They See
New “Purchase Funnel,” More Like A Journey
RFP Process = Complicated & Costly

It’s Time For New Rules
Opportunity

13
Video Ad Growth is Exploding In Canada…
CANADA VIDEO AD SPEND
CANADA VIDEO AD SPEND

GROWTH AVG.
GROWTH YEAR
66% PER AVG.
...
…but TV is the Untapped Opportunity
CANADA VIDEO AD SPEND
CANADA TV AD SPEND

GROWTHAVG.
AVG.
GROWTH

66% PER YEAR
4-5% PE...
“Software is
Eating the
World…
…Software is
Eating Media
Buying.”

MARC ANDREESEN

16
What does Programmatic mean?

17
What does Programmatic Branding mean?

18
Programmatic Brand Marketing Platform
The Promise of Programmatic Branding

19
Bringing Back The Marketing Process

This Classic Never Grows Old
The New Face of Media
Cross Platform Reach

Find Fragmented Audiences Across-Devices
TubeMogul is Here to
Support Your Lead
Global Leader in Programmatic Branding

INTERNATIONAL OFFICES
EMERYVILLE (HQ) | NEW YORK | LONDON
TOKYO | LOS ANGELES | CH...
Canada’s #1 Video Platform
Over 177M Pre-Roll Views and
400 Campaigns Since Oct 2012!

Monthly Video Streams

57M

Monthly...
Thought Leadership: TubeMogulU.com and Beyond
Video Viewability– Developed by TubeMogul

Open Source Technology as the Industry Standard
First Digital GRP Planning Tool
TubeMogul & Canada…Taking On The World!
In CANADA, nearly 92% of internet
users over the age of 14 watched video
at home or at work as of October 2012,
according ...
TubeMogul - Building Brands in a Digital World
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Transcript of "TubeMogul - Building Brands in a Digital World"

  1. 1. Building Brands in a Digital World Brett Wilson CEO & Co-Founder IAB Canada RTB X Series, May 2013
  2. 2. 2
  3. 3. The Purchase Funnel 3
  4. 4. The Vehicle for Mass Awareness 4
  5. 5. Brand Advertising Used to Be Simple 5
  6. 6. Now Brand Advertising Getting Complicated 6
  7. 7. Now Brand Advertising Getting Complicated 7
  8. 8. Blindness to Online Direct Response (Display) Ads “60% OF PEOPLE CAN’T REMEMBER THE LAST DISPLAY AD THEY SAW.” Source: Infolinks, 03/13
  9. 9. What We See
  10. 10. What They See
  11. 11. New “Purchase Funnel,” More Like A Journey
  12. 12. RFP Process = Complicated & Costly It’s Time For New Rules
  13. 13. Opportunity 13
  14. 14. Video Ad Growth is Exploding In Canada… CANADA VIDEO AD SPEND CANADA VIDEO AD SPEND GROWTH AVG. GROWTH YEAR 66% PER AVG. 66% PER YEAR $37M 2010 $73M 2011 $128M 2012 $181M 2013 $239M 2014 SOURCE: eMarketer.com, Dec. 2012 – In conjunction with IAB Canada
  15. 15. …but TV is the Untapped Opportunity CANADA VIDEO AD SPEND CANADA TV AD SPEND GROWTHAVG. AVG. GROWTH 66% PER YEAR 4-5% PER YEAR $37M 2010 $73M 2011 $128M 2012 $181M 2013 $3.2B $3.3B $3.4B $3.6B $3.8B $239M 2014 2010 2011 SOURCE: eMarketer.com, Dec. 2012 | ZenithOptimedia, 2012. 2012 2013 2014
  16. 16. “Software is Eating the World… …Software is Eating Media Buying.” MARC ANDREESEN 16
  17. 17. What does Programmatic mean? 17
  18. 18. What does Programmatic Branding mean? 18
  19. 19. Programmatic Brand Marketing Platform The Promise of Programmatic Branding 19
  20. 20. Bringing Back The Marketing Process This Classic Never Grows Old
  21. 21. The New Face of Media
  22. 22. Cross Platform Reach Find Fragmented Audiences Across-Devices
  23. 23. TubeMogul is Here to Support Your Lead
  24. 24. Global Leader in Programmatic Branding INTERNATIONAL OFFICES EMERYVILLE (HQ) | NEW YORK | LONDON TOKYO | LOS ANGELES | CHICAGO | SYDNEY SINGAPORE | TORONTO | DETROIT | KIEV 24
  25. 25. Canada’s #1 Video Platform Over 177M Pre-Roll Views and 400 Campaigns Since Oct 2012! Monthly Video Streams 57M Monthly Reach 102M 9.0M Minutes Per Viewer 4.8M 4.6M comScore Video Metrix, April 2013 3 MIN 4 MIN
  26. 26. Thought Leadership: TubeMogulU.com and Beyond
  27. 27. Video Viewability– Developed by TubeMogul Open Source Technology as the Industry Standard
  28. 28. First Digital GRP Planning Tool
  29. 29. TubeMogul & Canada…Taking On The World!
  30. 30. In CANADA, nearly 92% of internet users over the age of 14 watched video at home or at work as of October 2012, according to comScore, a higher percentage than anywhere else in the world except Argentina.
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