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Transforming the Journey - Mick Loizou, Verizon Media

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As presented in the Israel Mobile Summit 2019
http://www.israelmobilesummit.com

Published in: Technology
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Transforming the Journey - Mick Loizou, Verizon Media

  1. 1. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. Transforming the journey Mick Loizou, Sr Dir. Strategic Solutions
  2. 2. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. Introducing Verizon 2 #1 150K countries with Verizon presence140+ wireless network operator in the US employees around the world Verizon Consumer Verizon Business Verizon Media Trust Innovation Improving consumer experiences Improving enterprise Transforming media #16 Fortune 500 company
  3. 3. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 3 Digitaladvertisingmustevolve
  4. 4. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. Digital ads are seen as disruptive Ad blocker use is on the rise Banner blindness is at an all time high 83% Feel digital advertising is becoming more intrusive 1in 2 18-24’s use ad blockers UK France 11M 19M16M Germany 34% Lift since 2014 Suffer from banner ‘blindness’ 70% associate banner ads with fake news 6in 10 “I choose to use ad blocking software” The broken impression Source: Verizon Media Redefining Native Study 2018 (UK, FR, DE) /Warc Videodesign 2018
  5. 5. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 5 So we haveto acttodayand be readyfor tomorrow
  6. 6. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. na·tive ad·ver·tis·ing n. A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. The power of native
  7. 7. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. Peopleseeka seamlessexperience 79% of consumers say they would like to see ads that blend into the page 4/5 of consumers say they accept native advertising as a form of content Arnaud Lauga, MD Zenith France Native is an intelligent choice of format in today’s fragmented space. “ “ Source: Verizon Media Redefining Native Study 2018 (UK, FR, DE)
  8. 8. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. Nativeads blend better with content; particularly on mobile 23% more likely to agree that native ads look natural (desktop and mobile) 34% more likely to agree that native ads look natural on mobile devices 12% More likely to agree that native ads flow better with content (desktop and mobile) 24% More likely to agree that native ads flow better with content on mobile devices Consumers are: Source: Verizon Media Redefining Native Study 2018 (UK, FR, DE)
  9. 9. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. Native delivers8x greaterCTRs 2018 CTRs by ad format Traditional display 0.5% 0.06% In-feed native Source: Google Display Benchmarks /Verizon Media Internal Data 2018
  10. 10. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 10 Nativeads deliver a superior experience On mobile and desktop, user sentiment towards the overall browsing experience is more positive when native advertising is employed. Consumers are +11% more likely to feel positive about content on the page when exposed to native Consumers display +63% increase in active user engagement for websites with native Native ads have +25% longer active view time vs. traditional ads (5 seconds) Source: Verizon Media Redefining Native Study 2018 (UK, FR, DE)
  11. 11. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. It also drives greater brand advocacy More likely to recommend More likely to purchase +45% +27% Source: Verizon Media Redefining Native Study 2018 (UK, FR, DE)
  12. 12. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. Nativeadsare variedandeverevolving We explored two in detail: In-feed and Bottom-of-the-page +40% Uplift in positive subconscious brand associations 2.5X Greater active viewing time +25% Increase in likelihood to purchase compared to bottom of the page ads Customer response to in-feed In-feed native delivers In-feed native Bottom of page native Source: Verizon Media Redefining Native Study 2018 (UK, FR, DE)
  13. 13. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. Nativesuperchargeswithin a premium environment Positive Subconscious Associations Greater trust in premium environments enable native to deliver a 35% uplift in positive subconscious brand associations Purchase intent Premium native deliver a 16% increase in likelihood to purchase, compared to non premium environments Source: Verizon Media Redefining Native Study 2018 (UK, FR, DE)
  14. 14. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. Native delivers Source: Verizon Media Redefining Native Study 2018 (UK, FR, DE)
  15. 15. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. Verizon Media: Transforming the journey Awareness Consideration Conversion
  16. 16. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited.Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 16 So we haveto acttodayand be readyfor tomorrow
  17. 17. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. The Evolutionof 5G POST SMARTPHONE ERA 1G 5G4G3G2G VOICE TEXT DATA VIDEO
  18. 18. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. How will 5G impact our lives? 4G RUN A QUICK MILE 5G ASK “HAS IT DOWNLOADED YET?” IN THE TIME IT TAKES TO DOWNLOAD A 2HR FILM... 3G FLY FROM SYDNEY TO NYC 9:53 AM
  19. 19. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. CONNECTIVITY VS. CAPABILITY
  20. 20. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 9:53 AM The Eight Currencies of 5G
  21. 21. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 9:53 AM The re- emergence of dumb tech
  22. 22. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited.
  23. 23. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 9:53 AM The Connected Space
  24. 24. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited.
  25. 25. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 9:53 AM The Network Slice
  26. 26. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited.
  27. 27. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 9:53 AM The End of the Wait
  28. 28. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 28 We live in a 3D World
  29. 29. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited. 9:54 AM 94% 09 INSERT REEL
  30. 30. Verizon confidential andproprietary. Unauthorized disclosure, reproduction or other use prohibited.

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