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Digital - Where to next? An API future

Presentation to Youngbloods NSW regarding the future of digital & how API's will influence us. Joint presentation from Downstream Marketing & WiTH Collective.

1 of 91
Digital - Where to next?
 An API Driven Future…
 Monday, 17th October 2011




Monday, 17 October 11
What’s tonight about...




Monday, 17 October 11
What’s tonight about...



                         A Quick              Future of
                                   Future of
   About Us             History of             Digital Technology
                                   Creativity
                        Internet               Media




Monday, 17 October 11
Before we start




Monday, 17 October 11
Before we start
     1. How many Australian’s access Facebook from their
           mobile last month?




Monday, 17 October 11
Before we start
     1. How many Australian’s access Facebook from their
           mobile last month?
             4,200,000 (10,200,000 from the web, 25mins a day)




Monday, 17 October 11

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Digital - Where to next? An API future

  • 1. Digital - Where to next? An API Driven Future… Monday, 17th October 2011 Monday, 17 October 11
  • 3. What’s tonight about... A Quick Future of Future of About Us History of Digital Technology Creativity Internet Media Monday, 17 October 11
  • 4. Before we start Monday, 17 October 11
  • 5. Before we start 1. How many Australian’s access Facebook from their mobile last month? Monday, 17 October 11
  • 6. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) Monday, 17 October 11
  • 7. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Monday, 17 October 11
  • 8. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber Monday, 17 October 11
  • 9. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? Monday, 17 October 11
  • 10. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? 1.5 Billion Monday, 17 October 11
  • 11. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? 1.5 Billion 4. How may monthly page impressions does Facebook get? Monday, 17 October 11
  • 12. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? 1.5 Billion 4. How may monthly page impressions does Facebook get? 17 Billion Monday, 17 October 11
  • 13. About us Monday, 17 October 11
  • 14. About us • Born & bread in Brisbane • Career: • Clemenger Proximity - Brisbane • Wheel - London • Y&R Brands - founding Head of Digital • M&C Saatchi / MARK - General Manager • Leo Burnett - Managing Partner Digital • WiTH Collective - Founder & Managing Partner Monday, 17 October 11
  • 15. About us • 15 months old • Digitally centric independent creative agency • Founded in Partnership & Collaboration • Core team of 12 & growing with specialists on demand • Bluechip clients Monday, 17 October 11
  • 16. About us Monday, 17 October 11
  • 17. About us Monday, 17 October 11
  • 18. About us • Born & bread in Brisbane • Career: • Clemenger Proximity • Y&R Brands / Wunderman - Director of CRM • Leo Burnett - Head of Direct & Channel Planning • BMF - Head of Direct & Digital • Downstream - Chief Operating Officer • WiTH Collective - Non-executive Director Monday, 17 October 11
  • 19. About us • Australia’s largest digital performance media agency • 100% Independent • Search + Social + Performance Display • Growth at 50% YoY • Manage $70M+ in digital media • Three time Agency of the Year winner (Specialist & Emerging) • Team of 32 • Exclusive licensee of Efficient Frontier & Context Optional Monday, 17 October 11
  • 20. Quick History of the Internet Monday, 17 October 11
  • 21. Look backwards to look forward Monday, 17 October 11
  • 22. Quick history of the Internet “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder Monday, 17 October 11
  • 23. Quick history of the Internet 1969 1971 1983 1989 1990 1990 Internet First eMail First WWW DSL Internet was Born Mobile Born Born on Phone 1993 China’s 1994/95 1994 1997/98 1998 Golden Yahoo! First 1995 CD’s Napster Shield Banner eBay Sold Sold “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder Monday, 17 October 11
  • 24. Quick history of the Internet “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder Monday, 17 October 11
  • 25. Quick history of the Internet 2000 2000 2000 1998 2001 2001 Google File .Com Google iTunes iPod Ads Sharing Bubble 2003 2003 2004 2004 2005 MySpace Skype UTMS Facebook Murdoch High buys Speed MySpace Mobile $580M Web “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder Monday, 17 October 11
  • 26. Quick history of the Internet “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder Monday, 17 October 11
  • 27. Quick history of the Internet 2006 2006 2006 2005 2006 2007 Google Online YouTube YouTube Tweeting Google buys Travel Opens up Books YouTube 2007 2008 iPhone & 1/8 2010 & 2011 iTouch Married 2009 Couples Dell Sells met online $6M via in USA Twitter “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder Monday, 17 October 11
  • 28. Quick history of the Internet 2006 2006 2006 2005 2006 2007 Google Online YouTube YouTube Tweeting Google buys Travel Opens up Books YouTube s r net i Inte ntly ta - cons g change n ay e rgoi nt to st 2008 und porta 2007 t! iPhone & 1/8 i t’s im top of i 2010 & 2011 iTouch Married 2009 on Couples Dell Sells met online $6M via in USA Twitter “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder Monday, 17 October 11
  • 29. 3 biggest digital game changers “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder Monday, 17 October 11
  • 30. Where to next? An API Driven Future..... Monday, 17 October 11
  • 31. What is an API? Application Programming Interface Monday, 17 October 11
  • 32. What is an API? A DIGITAL PIPE: • Increased velocity of the web • Instantaneous engagement • Enabled multi-format publishing on enormous scale • The enabler of social media (FB + Twitter + Blogs) • Smart Brands - 2-way API feeds Monday, 17 October 11
  • 33. The API Ecosystem Monday, 17 October 11
  • 34. The API Ecosystem - powers ubiquity Monday, 17 October 11
  • 35. The API Ecosystem - powers ubiquity Monday, 17 October 11
  • 36. The API Ecosystem - powers ubiquity Monday, 17 October 11
  • 37. The API Ecosystem - powers ubiquity Monday, 17 October 11
  • 38. The API Ecosystem - powers ubiquity Monday, 17 October 11
  • 39. The API Impact Brand Engagement: • A change in creativity - the process of creating ideas with impact • Creativity NO LONGER ATL driven • A monologue / diatribe is no longer good enough • Essence of a GREAT idea MUST involve the audience - amplified impact • If a brand doesn’t drive the engagement the audience will • Instant impact demands instant response • Numbers & analytics become central to success Monday, 17 October 11
  • 40. The API Impact Brand Engagement: • A change in creativity - the process of creating ideas with impact • Creativity NO LONGER ATL driven as ide nd A monologue / diatribe is no longer good enough e ru beyo • T • Essence of a GREAT idea MUST involve the nd alking audience - amplified impact e xte d t If a brand doesn’t drive the engagement the ran a b at you • audience will • Instant impact demands instant response • Numbers & analytics become central to success Monday, 17 October 11
  • 41. The API Impact Impact: • Ideas become bigger, FASTER • Creation of continuous dialogue & observation • Create & harness a community around a brand • Start of social commerce in multiple places • Consumers interact with brands in their preferred digital environment • Data optimised creative experiences Monday, 17 October 11
  • 43. API Technology y to wa e art e th Sm nag ma gital di tem sys eco Monday, 17 October 11
  • 48. Old Spice Monday, 17 October 11
  • 49. Old Spice Monday, 17 October 11
  • 50. Old Spice Monday, 17 October 11
  • 51. Old Spice Monday, 17 October 11
  • 52. Old Spice Monday, 17 October 11
  • 53. Old Spice Monday, 17 October 11
  • 54. Old Spice Monday, 17 October 11
  • 55. Key take out Monday, 17 October 11
  • 56. Key take out ro ad B i ng th i nk e th fr om t st ar Monday, 17 October 11
  • 57. What are we doing in Australia? A few areas of improvement to note Monday, 17 October 11
  • 58. Tooheys Extra Dry Monday, 17 October 11
  • 59. Tooheys Extra Dry - Fuck you? Monday, 17 October 11
  • 60. Tooheys Extra Dry - Fuck you? Monday, 17 October 11
  • 61. Tooheys Extra Dry Monday, 17 October 11
  • 62. Tooheys Extra Dry Monday, 17 October 11
  • 63. Tooheys Extra Dry Monday, 17 October 11
  • 64. Tooheys Extra Dry ood N ot g h - ug eno in & co nta e en gag Monday, 17 October 11
  • 65. Hahn Super Dry Monday, 17 October 11
  • 66. Hahn Super Dry Monday, 17 October 11
  • 67. Hahn Super Dry Monday, 17 October 11
  • 68. Hahn Super Dry Monday, 17 October 11
  • 69. Hahn Super Dry Monday, 17 October 11
  • 70. Hahn Super Dry Monday, 17 October 11
  • 71. Hahn Super Dry Monday, 17 October 11
  • 72. Hahn Super Dry ood eg l On ia soc isn’t orm ugh atf no pl d e goo Monday, 17 October 11
  • 73. Key take out for Australians 1. Get all of your agencies talking UP FRONT 2. Plan bigger ideas - more than TV 3. Understand where your audience lives 4. Investigate technology & platforms Monday, 17 October 11
  • 74. Key take out for Australians 1. Get all of your agencies talking UP FRONT 2. Plan bigger ideas - more than TV Understand where your audiences c an 3. a lives Ide 0 x 4. b e 1 han Investigate technology & platforms rt bi gge are th ey Monday, 17 October 11
  • 75. API Driven Media Realtime Insights & Optimisation Monday, 17 October 11
  • 76. The New Digital Media Ecosystem Monday, 17 October 11
  • 77. The New Digital Media Ecosystem ata ss d in an Pa h oug nt thr sta in Monday, 17 October 11
  • 78. The Customer Path to Purchase Monday, 17 October 11
  • 79. API Driven Media Approach d Pai 1.5B l - ura rch s PCM Sea che Nat rch Sea r Sea k e boo e le Fac Pag dab .5B B s Bid y - 2 - 17 ession a r D ispl age Imp PCM P Monday, 17 October 11
  • 80. Multi-Channel Optimisation Display Model Facebook Model SEM Model + + Monday, 17 October 11
  • 81. Multi-Channel Optimisation Display Model Facebook Model SEM Model + + the a s is edi hi f m T eo g- tur din fu ra 3- t ing com s TV 5yr Monday, 17 October 11
  • 82. API Driven Ad Formats Monday, 17 October 11
  • 83. API Driven Ad Formats lled tro a Con ugh t hro system ral EDIA & c ent M L AL TFOR MS - PLA Monday, 17 October 11
  • 84. API Driven Ad Formats Monday, 17 October 11
  • 85. Why is this important? Click Through Rates 0.86% 0.90% 0.80% 0.70% 0.60% 0.50% 0.40% 0.30% 0.20% 0.04% 0.10% 0.00% Normal Ad Formats API Fuled Ads Monday, 17 October 11
  • 86. Why is this important? Click Through Rates 0.86% 0 , 2 ct x 0.90% 0.80% 0.70% 0.60% pa 0.50% im y& 0.40% 0.04% nc 0.30% cie n 0.20% effi tur 0.10% 0.00% Normal Ad Formats API Fuled Ads re Monday, 17 October 11
  • 87. Impact is more than just click through 0.25 21.70% 0.2 20X 14.50% 0.15 0.1 8.50% 6.30% 0.05 0 Engagement Rates Brand Awareness Brand Preference Purchase Intent Rates Monday, 17 October 11
  • 88. Impact is more than just click through 0.25 21.70% 0.2 20X 14.50% 0.15 0.1 8.50% 6.30% 0.05 0 Engagement Rates Brand Awareness Brand Preference Purchase Intent Rates Monday, 17 October 11
  • 89. API Driven Optimisation Media   Engagement Op9misa9on PlaGorm Awareness Engagement Unified Platform.Maximum Return. Media, Optimisation & UX - together Monday, 17 October 11
  • 91. Thank you & fuck you! @domhind @juzout Monday, 17 October 11