Presented by Will Margiloff           December 2011
MARKETER   AUDIENCE
Invested in online-ad firmsbetween 2007 and 2010                                                                  4       ...
Estimated US 2011 onlinead spend                                                                 5           P r o p r i e...
6P r o p r i e t a r y   &   C o n f i d e n t i a l
“Marketing organizations have historically acquired point solutions to fulfill specific pain points. This technology accum...
9P r o p r i e t a r y   &   C o n f i d e n t i a l
10P r o p r i e t a r y   &   C o n f i d e n t i a l
M SP SEO PPC CPC CPM CPV CPA SEP DSP SMO ROS QPS TMC CPC CPM CPV CPA SEP SMO ROS QPS TM RON RTB DMP SSPPA SEP SMO DSP ROS ...
12P r o p r i e t a r y   &   C o n f i d e n t i a l
DMSMARKETER                                                         AUDIENCE                                              ...

www.ignitionone.comorwww.digitalmarketingsuite.com@ignitionone@wmargiloff                                15
Complexity or innovation
Complexity or innovation
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Complexity or innovation

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Hypebuster: Ad Targeting - Complexity or Innovation? The rate of innovation in targeting has been nothing short of staggering, but the actual improvement in a marketer's ability to reach audiences is still questionable. In this Hypebuster presentation, IgnitionOne's Will Margiloff weighs in on whether or not the latest targeting technologies deliver as promised, or if a radical shakeup is needed to move away from complexity and towards a better model to help marketers reach their audiences.

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Complexity or innovation

  1. 1. Presented by Will Margiloff December 2011
  2. 2. MARKETER AUDIENCE
  3. 3. Invested in online-ad firmsbetween 2007 and 2010 4 P r o p r i e t a r y & C o n f i d e n t i a l
  4. 4. Estimated US 2011 onlinead spend 5 P r o p r i e t a r y & C o n f i d e n t i a l
  5. 5. 6P r o p r i e t a r y & C o n f i d e n t i a l
  6. 6. “Marketing organizations have historically acquired point solutions to fulfill specific pain points. This technology accumulation strategy has a critical downside: Managing disparate technologies not only drains resources but eventually becomes an obstacle to optimizing customer experiences and accountability” -“Wouldn’t it just be better if someone brought together a bunch of these companies to make it simpler?” - "Its a huge, complicated web of offerings that are out there." “Its the race to own the stack.” - “There were entire industries built around the CFO or the CIO. And that has yet to happen for the CMO.”
  7. 7. 9P r o p r i e t a r y & C o n f i d e n t i a l
  8. 8. 10P r o p r i e t a r y & C o n f i d e n t i a l
  9. 9. M SP SEO PPC CPC CPM CPV CPA SEP DSP SMO ROS QPS TMC CPC CPM CPV CPA SEP SMO ROS QPS TM RON RTB DMP SSPPA SEP SMO DSP ROS QPS TM RON RTB DMP SSP SEM SP SEOOS QPS TM RON RTB DMP SSP SEM SP SEO PPC CPC CPM CPVB DMP SSP SEM SP SEO PPC MDSP CPC CPM CPV DSP CPA SESP SEM SP SEO PPC CPC CPM CPV CPA SEP SMO ROS QPS TM PPC DSP CPC CPM CPV CPA SEP SMO ROS QPS TM RONRTBPV CPA SEP SMO ROS QPS TM RON RTB DMP SSP SEM SP SEO DMSOS QPS TM RON RTB DMP SSP SEM SP SEO PPC CPC CPM CPVB DMP SSP SEM SP SEO PPC CPC CPM CPV CPA SEP SMO ROSP SEO PPC CPC CPM CPV CPA SEP SMO ROS QPS TM RON RTBPM CPV CPA SEP SMO DSP ROS QPS TM RON RTB DMP SSP SE P SMO ROS DSP QPS TM RON RTB DMP SSP SEM SP SEO PPCPS TM RON RTB DMP SSP SEM SP SEO PPC MDSP CPC CPM DSN RTB DMP SSP SEM SP SEO PPC CPC DSP CPM CPV CPA SEPSP SEM SP SEO PPC CPC CPM CPV CPA SEP SMO ROS QPS TMC CPC CPM CPV CPA SEP SMO ROS QPS TM RON RTB DMP SSPPV CPA DSP SEP SMO ROS QPS TM RON RTB DMP SSP SEM SP O ROS QPS TM RON RTB DMP SSP SEM SP SEO PPC DSP CPC P r o p r i e t a r y & 11 C o n f i d e n t i a l
  10. 10. 12P r o p r i e t a r y & C o n f i d e n t i a l
  11. 11. DMSMARKETER AUDIENCE 13 P r o p r i e t a r y & C o n f i d e n t i a l
  12. 12.
  13. 13. www.ignitionone.comorwww.digitalmarketingsuite.com@ignitionone@wmargiloff 15

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