Are You Ready for
the Bionic Age
of Digital Media?
Hotwired served up the
first banner ad for AT&T
on Oct. 27, 1994
The “Guilded” Age
Advertising inventory was purchased in large
batches at negotiated rates expressed in contracts
called i...
Media plans were made in Excel
42-step manual process
What is a DSO?

(hint: it came before DSPs)
Digital Switchboard Operators
Ad Serving

Research

Buying / Billing

Email

Excel

File
Sharing
Ad Network

Source: Right Media
500 Ad Networks

Source: Right Media
Daisy Chaining
$5.00
$1.00
Source: Right Media
Ad Exchanges

Source: Right Media
April 2007
April 2007
July 2007
The Machine Age
The Machine Age introduced astonishing efficiency
through real-time bidding on ad exchanges. Instead
of hu...
early trading machines were crude
Algorithms got Smarter
they created new revenue streams
hundreds of companies making machine parts
machines threatened to break the guilds
$8billion

Direct
$2billion

RTB
$8billion

Direct
$2billion

RTB

?
Sutton Pivot
That’s where
the money is.

Why do you
rob banks?
RTB
RTB

Direct
Buying

It’s not real-time
There’s no bidding
“The cost of not having a connected business is costing the
[digital advertising] industry $3.6 million dollars per hour.”...
Source: AdExchanger
Programmatic Direct
The Bionic Age
We use computers to automate the repetitive,
mundane tasks to free us humans to do what we
do best: be crea...
Man versus Machine

Man and Machine
Humans + Automation
=
Achieve Super-Human Results
Productivity
Speed
Listening and Optimization
New Insights
Step 1 to becoming Bionic:
Get a t-shirt
Step 2 to becoming Bionic:
Replace Excel with
a real media workflow system
Ad Serving

Workflow
Research

Buying / Billing
Big Announcement

(for us, anyway ;-)
is now known as…
www.bionic-ads.com

Chris

Adele

Mark

Joe

Chris O’Hara
Co-Founder & CRO

Adele Pellicane
VP Sales

Mark Winberry
Direct...
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?
Upcoming SlideShare
Loading in...5
×

DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?

150

Published on

As we approach the 19th anniversary of the first banner ad, Digital Media Planning is entering its third age. First, we had the “Guilded” Age. Then came the Machine Age. Recent announcements by AOL, Yahoo and Microsoft herald the start of a new era: the Bionic Age. As with every seismic shift, there will be winners and losers. Come learn about these macro-trends and how to position your agency for success in the Bionic Age.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
150
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

DAS Kickoff Workshop with NextMark: Are You Ready for the Bionic Age of Digital Media Planning?

  1. 1. Are You Ready for the Bionic Age of Digital Media?
  2. 2. Hotwired served up the first banner ad for AT&T on Oct. 27, 1994
  3. 3. The “Guilded” Age Advertising inventory was purchased in large batches at negotiated rates expressed in contracts called insertion orders, just like in print. These early digital media artisans soon joined together and established the guilds that became known as digital media agencies. Like medieval guilds, they closely guarded their trade secrets and only passed them down to their apprentices.
  4. 4. Media plans were made in Excel
  5. 5. 42-step manual process
  6. 6. What is a DSO? (hint: it came before DSPs)
  7. 7. Digital Switchboard Operators
  8. 8. Ad Serving Research Buying / Billing Email Excel File Sharing
  9. 9. Ad Network Source: Right Media
  10. 10. 500 Ad Networks Source: Right Media
  11. 11. Daisy Chaining $5.00 $1.00 Source: Right Media
  12. 12. Ad Exchanges Source: Right Media
  13. 13. April 2007
  14. 14. April 2007
  15. 15. July 2007
  16. 16. The Machine Age The Machine Age introduced astonishing efficiency through real-time bidding on ad exchanges. Instead of humans taking weeks to plan and execute a campaign through an insertion order, machines purchased impressions at auctions that took place in the milliseconds before a browser loaded your Web page.
  17. 17. early trading machines were crude
  18. 18. Algorithms got Smarter
  19. 19. they created new revenue streams
  20. 20. hundreds of companies making machine parts
  21. 21. machines threatened to break the guilds
  22. 22. $8billion Direct $2billion RTB
  23. 23. $8billion Direct $2billion RTB ?
  24. 24. Sutton Pivot That’s where the money is. Why do you rob banks?
  25. 25. RTB RTB Direct Buying It’s not real-time There’s no bidding
  26. 26. “The cost of not having a connected business is costing the [digital advertising] industry $3.6 million dollars per hour.” Neal Mohan, Google’s Vice President of Display Advertising Products at Google’s thinkDoubleClick June 2013 event.
  27. 27. Source: AdExchanger
  28. 28. Programmatic Direct
  29. 29. The Bionic Age We use computers to automate the repetitive, mundane tasks to free us humans to do what we do best: be creative and strategic.
  30. 30. Man versus Machine Man and Machine
  31. 31. Humans + Automation = Achieve Super-Human Results
  32. 32. Productivity
  33. 33. Speed
  34. 34. Listening and Optimization
  35. 35. New Insights
  36. 36. Step 1 to becoming Bionic: Get a t-shirt
  37. 37. Step 2 to becoming Bionic: Replace Excel with a real media workflow system
  38. 38. Ad Serving Workflow Research Buying / Billing
  39. 39. Big Announcement (for us, anyway ;-)
  40. 40. is now known as…
  41. 41. www.bionic-ads.com Chris Adele Mark Joe Chris O’Hara Co-Founder & CRO Adele Pellicane VP Sales Mark Winberry Director of Product Management Joe Pych Co-Founder & CEO
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×