thinkLA Automotive Breakfast 2014 - Greg Johns Presentation

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thinkLA Automotive Breakfast 2014 - Greg Johns Presentation

  1. 1. DIGITAL IN THE DRIVER’S SEAT thinkLA AUTOMOTIVE BREAKFAST 2014
  2. 2. HYUNDAI/KIA/INITIATIVE
  3. 3. 2011 2012 2013 2014
  4. 4. INITIAL PUBLIC OFFERINGS
  5. 5. • Internet IPOs Slide
  6. 6. TRP TRP TRP TRP TRP TRP TRP TRP TRP TRP TRP TRP
  7. 7. DIGITAL IS NOT IN THE DRIVER’S SEAT (at least not yet for auto marketing)
  8. 8. 2-3% OF VIEWERS IN-MARKET 70-80% OF BUDGET IN TV
  9. 9. CAN WE TELL THE DIGITAL STORY?
  10. 10. COMPETITIVE MEASUREMENT
  11. 11. • Competitive measurement problems SHARE OF VOICE FOCUS
  12. 12. Noise of TV hampering measurement
  13. 13. DIGITAL SPEND GETS SHORTCHANGED
  14. 14. MULTI DEVICE COMPLICATES
  15. 15. 80% B U I L D I N G 20% ANALYSIS
  16. 16. DIGITAL BUSINESS MODEL
  17. 17. *subject to change
  18. 18. COST TO SERVICE PER DOLLAR OF SPEND $0.05-0.09 $0.02-0.04 $0.15-0.20
  19. 19. PR O G R A M M A T I C
  20. 20. Problem Two – Wild West WILD WILD WEST
  21. 21. ESTIMATED TRAFFIC FRAUD PERCENTAGE
  22. 22. MURKY ENVIRONMENTS REMAIN
  23. 23. Problem Four – Complexity COMPLEXITY
  24. 24. COMPLEXITY DOESN’T SCALE WITH SPEND
  25. 25. PR O G R A M M A T I C
  26. 26. MANY BIDDERS FOR THE SAME TARGET
  27. 27. IN SOME CASES 50+ BIDDERS!!!!IN SOME CASES 50+ BIDDERS!!
  28. 28. The Essence of Strategy is Choosing What Not to Do - Michael Porter
  29. 29. DEFINED INNOVATION SCALE WINNERS FOCUS & EXECUTION

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