The Future of Display Advertising

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Alex Blaikley, Industry Head at Google, presented on the future of Display Advertising at our Real-Time Bidding Best Practice Seminar.

Find out why with RTB you know longer have to choose between accountability and effectiveness.

Published in: Marketing

The Future of Display Advertising

  1. 1. The Future of Display Advertising Alex Blaikley Industry Head - Google
  2. 2. 1. The growth of digital display vs the decline of Traditional display will increase from 2014 2. The future of display is RTB 3. Embrace RTB opportunities
  3. 3. ‘Advertising’s worth doing when you’ve got something worth advertising.’ Jeremy Bullmore
  4. 4. Consumer Purchase Journey - Basic Awareness Interest Consideration Purchase
  5. 5. Media Planning: Accountability vs Effectiveness Reach Context Frequency Conversion
  6. 6. User Viewer Reader Listener Household Traffic
  7. 7. Average Time spent watching TV is steadily declining for younger audiences 26 25 24 23 22 21 16-34 Adults 20 16-24 Adults 16-24 Women 19 18 17 16 15 2010 2011 2012 2013
  8. 8. Newspaper Circulations are in Decline 3,000,000 2,500,000 2,000,000 Mirror Sun 1,500,000 Daily Mail Sunday Times 1,000,000 500,000 0 2009 2010 2011 2012 2013
  9. 9. Digital is now the biggest medium by investment (2012)
  10. 10. And Display is the fastest growing (H1 2013)
  11. 11. By 2015, 25% of digital display inventory will be bought through RTB Platforms Econsultancy & IDC | September 2012
  12. 12. Real Time Bidding - IAB
  13. 13. Re-imagining programmatic buying for advertisers Make better buying decisions Rich Targeting Smart Optimization Transparency and Control • Global display buying across exchanges in real time • Proprietary machine learning and prediction algorithm • Completely re-built on Google technology and integrated into DoubleClick Digital Marketing Integrate your digital marketing Formats, data, and channels Scale your business Reach more of your audience Simplify and streamline Service and support
  14. 14. Introducing DoubleClick Bid Manager
  15. 15. Service and technology backed by Google global infrastructure Douglas County, Georgia
  16. 16. DBM Delivers Significant Reach GDN Unique Inventory (text) 4.5 Bbillion 8% 4% 18% Total DBM Inventory: 37 Billion 11% 6% 43% GDN Inventory available via DBM: 21 Billion
  17. 17. Across Premium Video Channels Content Providers Video Networks Display Networks Social Networks
  18. 18. And Display: Private Marketplaces with Premium Publishers
  19. 19. A Publisher Perspective
  20. 20. Turn down the noise Our ultimate goal with DoubleClick Bid Manager is to provide all the tools you need for display buying but also to simplify and streamline the process: Planning | Activation | Reporting | Optimisation | Billing
  21. 21. Data fidelity improves performance Retain cookies to improve campaign reach Multiple cookie spaces 100% 100% 90% 90% Ad Serving (Buy Side) DSP 81% Ad Exchange This slide does not depict actual data; illustrative example only
  22. 22. Data fidelity improves performance Single platform to manage conversions and campaign data enables more accurate attribution across channels Single cookie space 100% 100% 100% Ad Serving (Buy Side) DSP 100% 100% Ad Exchange • Real-time reporting and faster access to data • De-duped conversions across channels and formats • Consolidation and attribution with data integrity This slide does not depict actual data; illustrative example only
  23. 23. Attribution grows digital 66% of advertisers who use attribution have increased spend in their digital channels, with 21% increasing spend in all digital channels Source: Econsultancy/Google Analytics - Marketing Attribution: Valuing the Customer Journey
  24. 24. And will allow advertisers to move from here User Viewer Reader Listener Household Traffic
  25. 25. To here User
  26. 26. Media Planning: Effectiveness vs Growth
  27. 27. DoubleClick: The Future of Display RTB
  28. 28. The Future is Now

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