© 2013 DG Inc. All rights reserved. 1
© 2013 DG Inc. All rights reserved.
The Volatile State of Convergence
Ryan Manchee
Director of Innovation Strategy
@rmanch...
© 2013 DG Inc. All rights reserved.
is brewing
3
A storm
© 2013 DG Inc. All rights reserved. 4
The pressure is mounting
how will you
prepare for
the storm?
© 2013 DG Inc. All rights reserved. 5
© 2013 DG Inc. All rights reserved. 6
CONVERGENCE
© 2013 DG Inc. All rights reserved.
2.7hrssocializing per day
2xwe spend eating
7
© 2013 DG Inc. All rights reserved. 8
Politics
9© 2013 DG Inc. All rights reserved.
Religion
200510© 2013 DG Inc. All rights reserved.
Vatican Crowd
201310© 2013 DG Inc. All rights reserved.
Vatican Crowd
© 2013 DG Inc. All rights reserved. 11
vs
5years ago?
© 2013 DG Inc. All rights reserved. 12
5years from
now
?
© 2013 DG Inc. All rights reserved. 13
The Mann
1980’s
1990’s
Steve evolved wearable computers
© 2013 DG Inc. All rights reserved. 14
“He angrily grabbed my eyeglass, and
tried to pull it off my head. The eyeglass
is ...
© 2013 DG Inc. All rights reserved. 15
Stop the Cyborg
Seattle Cafe
West Virginia
‘While Driving’
“Google Glass is banned
...
© 2013 DG Inc. All rights reserved. 16
CHANGE IS EMOTIONAL
:(
© 2013 DG Inc. All rights reserved.
laugh
17
© 2013 DG Inc. All rights reserved.
cry
17
© 2013 DG Inc. All rights reserved. 18
INTERACTIVE
TV SDK
© 2013 DG Inc. All rights reserved. 19
Compare instantly
84%
© 2013 DG Inc. All rights reserved. 20
Charging customers
for “just looking”
“As of the first of February, this store
will...
© 2013 DG Inc. All rights reserved.
13%switch store
21
© 2013 DG Inc. All rights reserved. 21
inner
circle
© 2013 DG Inc. All rights reserved. 22
ADS ARE NOW
SOCIALLY ENABLED
1 IN 8
BRANDS ARE BECOMING MORE SOCIAL
© 2013 DG Inc. All rights reserved.
78%
only 14% trust advertisements
of consumers
trust peer recommendations
23
© 2013 DG Inc. All rights reserved. 24
survive!
Find a way to
© 2013 DG Inc. All rights reserved. 25
Strategy & Planning
© 2013 DG Inc. All rights reserved. 26
States of Convergence
© 2013 DG Inc. All rights reserved. 27
volatile
© 2013 DG Inc. All rights reserved. 28
Solid
© 2013 DG Inc. All rights reserved. 29
Liquid
© 2013 DG Inc. All rights reserved. 30
In the Cloud
© 2013 DG Inc. All rights reserved. 31
[data]
Digital Dialogue
Can data make you happy?
32© 2013 DG Inc. All rights reserved.
Or better yet, can it tell if you are happy?
Can data make you happy?
32© 2013 DG Inc. All rights reserved.
Or better yet, can it tell if you are happy?
© 2013 DG Inc. All rights reserved.
Visible MessageAudience Time
34
Verification
+ + +
© 2013 DG Inc. All rights reserved.
right ad right time
TV combined with online's targeting and measurement capabilities.
...
© 2013 DG Inc. All rights reserved.
only 7 in 10 ads are actually
seen by their target audiences
where’s the accountabilit...
© 2013 DG Inc. All rights reserved. 37
Video is everywhere
© 2013 DG Inc. All rights reserved. 38
OVER 3/4 OF GLOBAL CONSUMERS
WATCH ONLINE VIDEO – WHETHER
PCs, CONNECTED TVs OR MOB...
© 2013 DG Inc. All rights reserved.
Rich Media + Video Across Screens
39
Use Case
Ad
In-Banner In-Stream
Primary Screen
Mo...
© 2013 DG Inc. All rights reserved. 40
11%
© 2013 DG Inc. All rights reserved.
HTML5 Tablet
41
© 2013 DG Inc. All rights reserved. 42
© 2013 DG Inc. All rights reserved.
Repurposing
43
44
280M
© 2013 DG Inc. All rights reserved.
Second Screen
TV Apps downloaded in 2012
© 2013 DG Inc. All rights reserved.
new water-cooler
45
Dual Screen
© 2013 DG Inc. All rights reserved. 46
47© 2013 DG Inc. All rights reserved.
are blurred for consumers
Lines+
MARKETERS
© 2013 DG Inc. All rights reserved.
Global Shipments
48
900m
172m Source: IDC
© 2013 DG Inc. All rights reserved.
Global Shipments
48
>1bnmobile devices in 2013 alone
that are video enabled
PC Shipmen...
© 2013 DG Inc. All rights reserved.
Internet Traffic will be video by 2014
91%
49
(It made up about 40% in 2012!!)
© 2013 DG Inc. All rights reserved.
50%Tablet users watch video content
50
© 2013 DG Inc. All rights reserved. 51
63%tablet video is
watched at home
Truly Portable TV
© 2013 DG Inc. All rights reserved. 51
Truly Portable TV
Living Room
39%
Bedroom
40%
Bathroom
9%
Kitchen
12%
© 2013 DG Inc. All rights reserved. 52
9%?!wiping?
swiping?
What are you
0
2
4
6
8
10
12
2011
2012
2013
2014
2015
2016
© 2013 DG Inc. All rights reserved.
US Online Ad Growth (Billions)
$9.3bn
Ri...
© 2013 DG Inc. All rights reserved.
US Interactive Revenue (billions)
54
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005...
© 2013 DG Inc. All rights reserved.
Ad market share by media (billions)
55
Internet
TV
2011
2012
2011
2012 76.6
36.6
71.8
...
© 2013 DG Inc. All rights reserved. 56
Pixel perfect
now
planning
58%Video & TV together
© 2013 DG Inc. All rights reserved. 56
Pixel perfect
2013
+20%marketers will join them
© 2013 DG Inc. All rights reserved.
Sales Lift Doubles
57
2xonline video vs traditional TV spots
Laurent Faracci, Reckitt ...
© 2013 DG Inc. All rights reserved. 58
Fuse our thinking
touchpointstouchpointstouchpoints© 2013 DG Inc. All rights reserved.
television
online
59
Saw product on TV
Searched onlin...
© 2013 DG Inc. All rights reserved.
How focused are we on video?
60
© 2013 DG Inc. All rights reserved. 61
“We deliver more spots
than anyone, anywhere.”
50,000 media destinations across 78 ...
© 2013 DG Inc. All rights reserved.
And true convergence is the marriage
62
© 2013 DG Inc. All rights reserved. 63
We started the digital ad revolution
© 2013 DG Inc. All rights reserved.
We invented rich media advertising
64
© 2013 DG Inc. All rights reserved.
Terrestrial Ultra HD Broadcasting
65
• Native 4K Ultra High-Definition (UHD) ingestion...
© 2013 DG Inc. All rights reserved.
Driving consumer
engagement globally
66
We enabled the
first dual-screen
ad campaign
© 2013 DG Inc. All rights reserved.
We believe advertising is now video-centric
67
• SD/HD
• OTT
• Smart TV
• Mobile TV
TV...
© 2013 DG Inc. All rights reserved.
360° Campaign Management
68
Intelligence in Advertising
Unified Asset
Management
All c...
© 2013 DG Inc. All rights reserved. 69
x
© 2013 DG Inc. All rights reserved.
Audience Reach
70
Simplifying the eco-system
Ad
A
B
© 2013 DG Inc. All rights reserved.
Audience Reach
• Unified asset management distributes cross-platform
70
Simplifying th...
© 2013 DG Inc. All rights reserved.
Audience Reach
• Unified asset management distributes cross-platform
• Consumer engage...
Targeting
Consumer
Needs
Auto
Optimization
of Media
Two-way
communication
Deliver
Relevancy
Accurate
Audience
Measurement
...
DSP
Verification
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandard
Ads
DCO
Optimiz...
DSP
Verification
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandard
Ads
DCO
Optimiz...
9
DSP
Verification
Viewability
HTML5Trading
ACR
CPA
GRP
Planning
Assets
Buying
Distribution
DeliveryStandards
DCO
Optimiza...
© 2013 DG Inc. All rights reserved.
Towards Convergence
75
The present media reality
OnlineTV
© 2013 DG Inc. All rights reserved.
Towards Convergence
75
The dynamics of online
and the plethora of data
Online
The matu...
© 2013 DG Inc. All rights reserved.
Towards Convergence
75
The dynamics of online
and the plethora of data
Online
The matu...
© 2013 DG Inc. All rights reserved.
TV Spots meet Online Advertising
© 2013 DG Inc. All rights reserved. 77
Insights
Analytics
your
assets
our
platform
all
screens
all
video
© 2013 DG Inc. All rights reserved.
Multiscreen Analytics
78
•watermarking spots
•brand specific
measurement / ratings
•In...
© 2013 DG Inc. All rights reserved.
Multiscreen Analytics Platform
79
© 2013 DG Inc. All rights reserved. 80
© 2013 DG Inc. All rights reserved.
Ryan Manchee
Director of Innovation Strategy
@rmanchee rmanchee@dgit.com
Thanks. Your ...
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DG: Volatile State of Convergence

  1. 1. © 2013 DG Inc. All rights reserved. 1
  2. 2. © 2013 DG Inc. All rights reserved. The Volatile State of Convergence Ryan Manchee Director of Innovation Strategy @rmanchee rmanchee@dgit.com 2 Finding the Digital Sweet Spot
  3. 3. © 2013 DG Inc. All rights reserved. is brewing 3 A storm
  4. 4. © 2013 DG Inc. All rights reserved. 4 The pressure is mounting
  5. 5. how will you prepare for the storm? © 2013 DG Inc. All rights reserved. 5
  6. 6. © 2013 DG Inc. All rights reserved. 6 CONVERGENCE
  7. 7. © 2013 DG Inc. All rights reserved. 2.7hrssocializing per day 2xwe spend eating 7
  8. 8. © 2013 DG Inc. All rights reserved. 8 Politics
  9. 9. 9© 2013 DG Inc. All rights reserved. Religion
  10. 10. 200510© 2013 DG Inc. All rights reserved. Vatican Crowd
  11. 11. 201310© 2013 DG Inc. All rights reserved. Vatican Crowd
  12. 12. © 2013 DG Inc. All rights reserved. 11 vs 5years ago?
  13. 13. © 2013 DG Inc. All rights reserved. 12 5years from now ?
  14. 14. © 2013 DG Inc. All rights reserved. 13 The Mann 1980’s 1990’s Steve evolved wearable computers
  15. 15. © 2013 DG Inc. All rights reserved. 14 “He angrily grabbed my eyeglass, and tried to pull it off my head. The eyeglass is permanently attached and does not come off my skull without special tools.” but they’re not ‘lovin’ it... ‘Cyborg’ thrown out of Paris McDonalds
  16. 16. © 2013 DG Inc. All rights reserved. 15 Stop the Cyborg Seattle Cafe West Virginia ‘While Driving’ “Google Glass is banned on these premises”
  17. 17. © 2013 DG Inc. All rights reserved. 16 CHANGE IS EMOTIONAL :(
  18. 18. © 2013 DG Inc. All rights reserved. laugh 17
  19. 19. © 2013 DG Inc. All rights reserved. cry 17
  20. 20. © 2013 DG Inc. All rights reserved. 18 INTERACTIVE TV SDK
  21. 21. © 2013 DG Inc. All rights reserved. 19 Compare instantly 84%
  22. 22. © 2013 DG Inc. All rights reserved. 20 Charging customers for “just looking” “As of the first of February, this store will be charging people a $5 fee per person for just looking. The $5 fee will be deducted when goods are purchased.” “hours each week giving advice to people who leave empty-handed.”
  23. 23. © 2013 DG Inc. All rights reserved. 13%switch store 21
  24. 24. © 2013 DG Inc. All rights reserved. 21 inner circle
  25. 25. © 2013 DG Inc. All rights reserved. 22 ADS ARE NOW SOCIALLY ENABLED 1 IN 8 BRANDS ARE BECOMING MORE SOCIAL
  26. 26. © 2013 DG Inc. All rights reserved. 78% only 14% trust advertisements of consumers trust peer recommendations 23
  27. 27. © 2013 DG Inc. All rights reserved. 24 survive! Find a way to
  28. 28. © 2013 DG Inc. All rights reserved. 25 Strategy & Planning
  29. 29. © 2013 DG Inc. All rights reserved. 26 States of Convergence
  30. 30. © 2013 DG Inc. All rights reserved. 27 volatile
  31. 31. © 2013 DG Inc. All rights reserved. 28 Solid
  32. 32. © 2013 DG Inc. All rights reserved. 29 Liquid
  33. 33. © 2013 DG Inc. All rights reserved. 30 In the Cloud
  34. 34. © 2013 DG Inc. All rights reserved. 31 [data] Digital Dialogue
  35. 35. Can data make you happy? 32© 2013 DG Inc. All rights reserved. Or better yet, can it tell if you are happy?
  36. 36. Can data make you happy? 32© 2013 DG Inc. All rights reserved. Or better yet, can it tell if you are happy?
  37. 37. © 2013 DG Inc. All rights reserved. Visible MessageAudience Time 34 Verification + + +
  38. 38. © 2013 DG Inc. All rights reserved. right ad right time TV combined with online's targeting and measurement capabilities. 35
  39. 39. © 2013 DG Inc. All rights reserved. only 7 in 10 ads are actually seen by their target audiences where’s the accountability? 36 Did you know? where is the viewability?
  40. 40. © 2013 DG Inc. All rights reserved. 37 Video is everywhere
  41. 41. © 2013 DG Inc. All rights reserved. 38 OVER 3/4 OF GLOBAL CONSUMERS WATCH ONLINE VIDEO – WHETHER PCs, CONNECTED TVs OR MOBILE
  42. 42. © 2013 DG Inc. All rights reserved. Rich Media + Video Across Screens 39 Use Case Ad In-Banner In-Stream Primary Screen MobileDesktop Technology MobileDesktop Ads built entirely in HTML5 Non- Interactive (VAST) Interactive (VPAID) Non- Interactive (VAST) Flash + HTML5 Backup Ads built entirely in HTML5 Desktop ad
  43. 43. © 2013 DG Inc. All rights reserved. 40 11%
  44. 44. © 2013 DG Inc. All rights reserved. HTML5 Tablet 41
  45. 45. © 2013 DG Inc. All rights reserved. 42
  46. 46. © 2013 DG Inc. All rights reserved. Repurposing 43
  47. 47. 44 280M © 2013 DG Inc. All rights reserved. Second Screen TV Apps downloaded in 2012
  48. 48. © 2013 DG Inc. All rights reserved. new water-cooler 45 Dual Screen
  49. 49. © 2013 DG Inc. All rights reserved. 46
  50. 50. 47© 2013 DG Inc. All rights reserved. are blurred for consumers Lines+ MARKETERS
  51. 51. © 2013 DG Inc. All rights reserved. Global Shipments 48 900m 172m Source: IDC
  52. 52. © 2013 DG Inc. All rights reserved. Global Shipments 48 >1bnmobile devices in 2013 alone that are video enabled PC Shipments DOWN 13.9%! Source: IDC
  53. 53. © 2013 DG Inc. All rights reserved. Internet Traffic will be video by 2014 91% 49 (It made up about 40% in 2012!!)
  54. 54. © 2013 DG Inc. All rights reserved. 50%Tablet users watch video content 50
  55. 55. © 2013 DG Inc. All rights reserved. 51 63%tablet video is watched at home Truly Portable TV
  56. 56. © 2013 DG Inc. All rights reserved. 51 Truly Portable TV Living Room 39% Bedroom 40% Bathroom 9% Kitchen 12%
  57. 57. © 2013 DG Inc. All rights reserved. 52 9%?!wiping? swiping? What are you
  58. 58. 0 2 4 6 8 10 12 2011 2012 2013 2014 2015 2016 © 2013 DG Inc. All rights reserved. US Online Ad Growth (Billions) $9.3bn Rich Media Online Video Standard Ads • Rich Media growth is stagnating • Online video is set to explode!! eMarketer Q3 2011 53
  59. 59. © 2013 DG Inc. All rights reserved. US Interactive Revenue (billions) 54 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 36.6 31.7 26.0 22.723.4 21.2 16.9 12.5 9.6 7.3 6.0 7.1 8.1 4.6 1.9 .9.3 15%
  60. 60. © 2013 DG Inc. All rights reserved. Ad market share by media (billions) 55 Internet TV 2011 2012 2011 2012 76.6 36.6 71.8 31.7
  61. 61. © 2013 DG Inc. All rights reserved. 56 Pixel perfect now planning 58%Video & TV together
  62. 62. © 2013 DG Inc. All rights reserved. 56 Pixel perfect 2013 +20%marketers will join them
  63. 63. © 2013 DG Inc. All rights reserved. Sales Lift Doubles 57 2xonline video vs traditional TV spots Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing Wall Street Journal
  64. 64. © 2013 DG Inc. All rights reserved. 58 Fuse our thinking
  65. 65. touchpointstouchpointstouchpoints© 2013 DG Inc. All rights reserved. television online 59 Saw product on TV Searched online Read reviews Visited shop Ordered on mobile MOBILE Saw preroll VIDEO
  66. 66. © 2013 DG Inc. All rights reserved. How focused are we on video? 60
  67. 67. © 2013 DG Inc. All rights reserved. 61 “We deliver more spots than anyone, anywhere.” 50,000 media destinations across 78 countries
  68. 68. © 2013 DG Inc. All rights reserved. And true convergence is the marriage 62
  69. 69. © 2013 DG Inc. All rights reserved. 63 We started the digital ad revolution
  70. 70. © 2013 DG Inc. All rights reserved. We invented rich media advertising 64
  71. 71. © 2013 DG Inc. All rights reserved. Terrestrial Ultra HD Broadcasting 65 • Native 4K Ultra High-Definition (UHD) ingestion • Dual-stream 3D broadcast video distribution • Short and long-form HD content syndication And are still at the forefront of ad technology
  72. 72. © 2013 DG Inc. All rights reserved. Driving consumer engagement globally 66 We enabled the first dual-screen ad campaign
  73. 73. © 2013 DG Inc. All rights reserved. We believe advertising is now video-centric 67 • SD/HD • OTT • Smart TV • Mobile TV TV Spots • Desktops • Mobile • Tablets • DOOH Online Ads • inBanner • inPlayer • inApp • 2nd Screen Streaming Video
  74. 74. © 2013 DG Inc. All rights reserved. 360° Campaign Management 68 Intelligence in Advertising Unified Asset Management All cross-channel assets conveniently housed in one place Multi-Screen Delivery Streamline delivery of ad content to multiple screens anywhere Complete Analytics Customized reporting of content usage and performance Delivery of appropriate asset to viewing device Media neutral data determines relevant message Collates information on consumer requirements Performance Reach Verification
  75. 75. © 2013 DG Inc. All rights reserved. 69 x
  76. 76. © 2013 DG Inc. All rights reserved. Audience Reach 70 Simplifying the eco-system Ad A B
  77. 77. © 2013 DG Inc. All rights reserved. Audience Reach • Unified asset management distributes cross-platform 70 Simplifying the eco-system Spot Ad Product! DATA “Not for me” DATA “Thanks” Spot Spot A B
  78. 78. © 2013 DG Inc. All rights reserved. Audience Reach • Unified asset management distributes cross-platform • Consumer engagement produces intelligent retargeting 70 Simplifying the eco-system Spot Ad Product! DATA “Thanks” Spot Spot DATA “Thanks” A B
  79. 79. Targeting Consumer Needs Auto Optimization of Media Two-way communication Deliver Relevancy Accurate Audience Measurement Data Utilization Asset Archiving Social Integration Buying Solutions © 2013 DG Inc. All rights reserved. Digital Distribution 71 Cross Platform Campaign Management
  80. 80. DSP Verification Viewability HTML5Trading ACR CPA GRP Planning Assets Buying Distribution DeliveryStandard Ads DCO Optimization Streaming Mobile TV Social Video FormatsData Analytics Trafficking Production Storage Archive Rich Media Targeting DR Watermarking © 2013 DG Inc. All rights reserved. 72 Wherever Advertising is Displayed Streamlining Processes
  81. 81. DSP Verification Viewability HTML5Trading ACR CPA GRP Planning Assets Buying Distribution DeliveryStandard Ads DCO Optimization Streaming Mobile TV Social Video FormatsData Analytics Trafficking Production Storage Archive Rich Media Targeting DR Watermarking DSP TradingPlanning Buying Delivery Trafficking Targeting Video © 2013 DG Inc. All rights reserved. 73 Media Modules The DG Value offering
  82. 82. 9 DSP Verification Viewability HTML5Trading ACR CPA GRP Planning Assets Buying Distribution DeliveryStandards DCO Optimization Streaming Mobile TV Social Video FormatsData Analytics Trafficking Production Storage Archive Rich Media Targeting DR Watermarking Production FormatsAssets HTML 5 DCO Rich Media Video Standard Ads © 2013 DG Inc. All rights reserved. 74 Creative Modules The DG Value offering
  83. 83. © 2013 DG Inc. All rights reserved. Towards Convergence 75 The present media reality OnlineTV
  84. 84. © 2013 DG Inc. All rights reserved. Towards Convergence 75 The dynamics of online and the plethora of data Online The maturity of television and the quality of video assets TV The media reality of tomorrow
  85. 85. © 2013 DG Inc. All rights reserved. Towards Convergence 75 The dynamics of online and the plethora of data Online The maturity of television and the quality of video assets TV Mobile Social Analytics The media reality of tomorrow
  86. 86. © 2013 DG Inc. All rights reserved. TV Spots meet Online Advertising
  87. 87. © 2013 DG Inc. All rights reserved. 77 Insights Analytics your assets our platform all screens all video
  88. 88. © 2013 DG Inc. All rights reserved. Multiscreen Analytics 78 •watermarking spots •brand specific measurement / ratings •Industry standard currency for TV / Online (GRPs) •TV Ratings, OCR, XCR, etc. +
  89. 89. © 2013 DG Inc. All rights reserved. Multiscreen Analytics Platform 79
  90. 90. © 2013 DG Inc. All rights reserved. 80
  91. 91. © 2013 DG Inc. All rights reserved. Ryan Manchee Director of Innovation Strategy @rmanchee rmanchee@dgit.com Thanks. Your turn. 81
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