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  • 5.3015592e+12 banner ads served in the US per year.That’s 168 per millisecond. 840,000 since I’ve been talking (5 seconds).You are more likely to survive a plane crash than click on a banner ad.
  • Performance-based shifts in marketing spendExample: deltas for APAC advertisers based on MMM projectsExample: shift in Australia spend from Nielsen data or IAB data
  • Integrated: maximise data and reach synergies across media typesIntelligent: optimise full conversion paths for each visitor with full accountabilityIndustrialized: leverage high levels of automation and machine decisioningThe result: de-averaged, scalable digital marketing
  • How to deliver relevance @ scale & speed- Automation platforms- Data-driven decisioning & machine learning- Scale, low cost message & creative developmentDigital & direct processes & mindset
  • 5.3015592e+12 banner ads served in the US per year.That’s 168 per millisecond. 840,000 since I’ve been talking (5 seconds).You are more likely to survive a plane crash than click on a banner ad.

Accenture presentation sydney Accenture presentation sydney Presentation Transcript

  • Copyright © 2013 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.Leveraging the last millisecondJason Juma-Ross@ideasociStrategy Sydney, April 2013
  • 2.5mdisplay ads/5 secs121. An estimated 169 display impressions served per millisecond: 2,470,588 in five second2. & 3. US Internet Users, ComScore4. DoubleClickCopyright © 2013 Accenture All Rights Reserved.average user served1,707banner ads per month2>30% don’t get seen3standard banner 0.04%ave CTR4
  • Real TimeBiddingUse of automated tools to procure online advertising,one impression at a time, at scale, based on theunique characteristics of a granular target audienceConvergenceBuying (again)Ability to procure media packages that consist ofcombined inventory from both traditional and digitalchannelsPay forPerformanceOutcome based buying, allowing advertisers toprocure clicks, leads, enquiries, opportunities toquote, bookings,3Copyright © 2013 Accenture All Rights Reserved.
  • Long term decline in banner CTRs4ClickZ 2001, ‘Are Click-Through Rates Really Declining?’, http://www.clickz.com/clickz/column/1706011/are-click-through-rates-really-decliningAndrew Chen’s Law of Shitty Clickthroughs, http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/#Copyright © 2013 Accenture All Rights Reserved.1990 1995 2000 2005 2010 2015100%80%60%40%20%10%5%78% CTR, HotWired 1994c. 5%, 19970.5% CTR AdKnowledge OnlineAdvertising Report 1st Quarter 20000.05%0.1%0.04%0.03%0.02%0.01%
  • The ‘law of shitty clickthroughs’ is a generalphenomenon5Site retargeting clickthrough rate decline over a five month period. Source: http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/Copyright © 2013 Accenture All Rights Reserved.
  • Investment continues to pour into digital: forgood reason!01,000,0002,000,0003,000,0004,000,000Television Press Magazines Radio Cinema Out of Home Direct Mail Digital2012 Australian Media Spend & YOY Δ6Source: AQX Monthly, Jan 2011 – Jan 2013, IAB Online Advertising Expenditure Report, Dec 2012, Accenture analysis: APAC region.Copyright © 2013 Accenture All Rights Reserved.($18m)($476m)($24m)$21m$8m$000s$11m ($41m)$516mROIBasis(example)(2%) (28%) (10%)(60%)25% 8%
  • How can we improve this situation in thenew RTB enabled environment?1.Cut through: Great, low-cost creative2.Audit: verify what you got3.Relevance: extend the fall off in theclickthrough curve by targeting intent7Copyright © 2013 Accenture All Rights Reserved.
  • 8Source: SuperBowl XLVI, 2012 MoFilmCopyright © 2013 Accenture All Rights Reserved.
  • Use ‘fast transients’ to deliver relevance &extend the useful life of advertising vehicles9Copyright © 2013 Accenture All Rights Reserved.Display MediaKWG 1 KWG 2 KWG N Seg 1 Seg NSearchDynamic Landing PagesProduct/Detail PagesSeg 2Checkout / Conversion• Integrated data• Intelligent conversion paths• Industrialised automation &decisioningde-averaging
  • Challenge the high cost of complexityattached to delivering relevanceCustomers demand a more granular and continuous content and functionalitydevelopment cycle than is possible in the current paradigm10Copyright © 2013 Accenture All Rights Reserved.Relevance+Unit Delivery Cost +Complexity Dimensions5 Product categories27 Brands6 Regions3 Channels5 Cust. SegmentsNew ParadigmPlatform based,componentised dev.,flexible architecture withanalytics linkingcontent, usage, andvalueCurrent ParadigmMonolithic webdevelopment & digitalsupply chain. Analyticsused primarily forreporting purposesCurrent1 Treatment5 Treatments1352,43012,150 Treatments810
  • 11Copyright © 2013 Accenture All Rights Reserved.Ad Banner BuyerAudit: scans publishersites to track whereyour and yourcompetitors’ inventoryappearsSemi-automatedintelligent platformoptimises for intent inreal timeDEMODEMO
  • ABBA12Copyright © 2013 Accenture All Rights Reserved.
  • ABBA13Copyright © 2013 Accenture All Rights Reserved.
  • Google Search Result (Actual)14Copyright © 2013 Accenture All Rights Reserved.
  • Google Search Result (DEMO)15Copyright © 2013 Accenture All Rights Reserved.
  • Visitor Context16Copyright © 2013 Accenture All Rights Reserved.
  • Optimised Landing Page17Copyright © 2013 Accenture All Rights Reserved.
  • Facebook Integration18Copyright © 2013 Accenture All Rights Reserved.
  • Optimised Product Page19Copyright © 2013 Accenture All Rights Reserved.
  • Optimised Product Page – Visitor Context20Copyright © 2013 Accenture All Rights Reserved.
  • LaggingSTATIC ‘ONE-SIZE FITSALL’ WEB SITESPERIODIC, EMPIRICALLY-DRIVEN ITERATIONSearch Social DisplayPersonalisation(HTML)Applications,transactional, andservice platformsIntelligence Driven(Analytics)LeadingCore Systems(Aligned)FoundationalComponentsWeb Skin(HTML Layer)Analytics(Reporting)Search Social DisplayEmergingAGILE, INTELLIGENTDELIVERYCustomerData CloudIntelligentAdaptationComponentisedArchitecture21Copyright © 2013 Accenture All Rights Reserved.
  • Broadcast Paradigm1960 1980Demog.SegmentSimpleOfferSingleChannelUniformCampaignHindsight based businessPopulationDemandProfileCampaignIntent Paradigm2000 2020IntentSegmentsMultipleOffersLocalMobileSocialSearchWebeDM/DMIPTV,etcFragmentedChannelsCampaignRelevanceRelevance, scale, & speedBundlePopulationDemandProfileCampaigns22Copyright © 2012 Accenture All Rights Reserved.Relevance = business de-averaged
  • c.1bndisplay ads/30 mins23Copyright © 2013 Accenture All Rights Reserved.average 250conversionsROI x2average 500conversions
  • Thank youJason Juma-RossRegional Managing DirectorAccenture Interactivejason.juma-ross@accenture.com@ideasoc24Copyright © 2012 Accenture All Rights Reserved.Marcus VerrallDigital DirectorAccenture Interactivemarcus.verrall@accenture.com@MarcusVerrall