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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
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
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
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
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
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
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
About us




Monday, 17 October 11
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
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
About us




Monday, 17 October 11
About us




Monday, 17 October 11
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
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
Quick History of the Internet




Monday, 17 October 11
Look backwards to
          look forward




Monday, 17 October 11
Quick history of the Internet




                        “Oh	
  My	
  God	
  What	
  Happened	
  and	
  What	
  Should	
  I	
  Do?-­‐	
  Innova9ve	
  Thunder


Monday, 17 October 11
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
Quick history of the Internet




                        “Oh	
  My	
  God	
  What	
  Happened	
  and	
  What	
  Should	
  I	
  Do?-­‐	
  Innova9ve	
  Thunder

Monday, 17 October 11
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
Quick history of the Internet




                        “Oh	
  My	
  God	
  What	
  Happened	
  and	
  What	
  Should	
  I	
  Do?-­‐	
  Innova9ve	
  Thunder

Monday, 17 October 11
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
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
3 biggest digital game changers




                        “Oh	
  My	
  God	
  What	
  Happened	
  and	
  What	
  Should	
  I	
  Do?-­‐	
  Innova9ve	
  Thunder

Monday, 17 October 11
Where to next?
 An API Driven Future.....




Monday, 17 October 11
What is an API?



     Application
     Programming
     Interface


Monday, 17 October 11
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
The API Ecosystem




Monday, 17 October 11
The API Ecosystem - powers ubiquity




Monday, 17 October 11
The API Ecosystem - powers ubiquity




Monday, 17 October 11
The API Ecosystem - powers ubiquity




Monday, 17 October 11
The API Ecosystem - powers ubiquity




Monday, 17 October 11
The API Ecosystem - powers ubiquity




Monday, 17 October 11
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
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
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
API Technology




Monday, 17 October 11
API Technology




                                 y to
                              wa e
                          art e th
                        Sm nag
                         ma gital
                            di     tem
                               sys
                           eco



Monday, 17 October 11
Baby Carrots




Monday, 17 October 11
Baby Carrots




Monday, 17 October 11
Baby Carrots




Monday, 17 October 11
Baby Carrots




Monday, 17 October 11
Old Spice




Monday, 17 October 11
Old Spice




Monday, 17 October 11
Old Spice




Monday, 17 October 11
Old Spice




Monday, 17 October 11
Old Spice




Monday, 17 October 11
Old Spice




Monday, 17 October 11
Old Spice




Monday, 17 October 11
Key take out




Monday, 17 October 11
Key take out


                           ro ad
                         B      i ng
                        th i nk e
                                  th
                         fr om t
                             st ar
Monday, 17 October 11
What are we doing in Australia?
 A few areas of improvement to note




Monday, 17 October 11
Tooheys Extra Dry




Monday, 17 October 11
Tooheys Extra Dry - Fuck you?




Monday, 17 October 11
Tooheys Extra Dry - Fuck you?




Monday, 17 October 11
Tooheys Extra Dry




Monday, 17 October 11
Tooheys Extra Dry




Monday, 17 October 11
Tooheys Extra Dry




Monday, 17 October 11
Tooheys Extra Dry




                               ood
                         N ot g h -
                              ug
                          eno in &
                          co nta e
                             en gag



Monday, 17 October 11
Hahn Super Dry




Monday, 17 October 11
Hahn Super Dry




Monday, 17 October 11
Hahn Super Dry




Monday, 17 October 11
Hahn Super Dry




Monday, 17 October 11
Hahn Super Dry




Monday, 17 October 11
Hahn Super Dry




Monday, 17 October 11
Hahn Super Dry




Monday, 17 October 11
Hahn Super Dry



                               ood
                            eg l
                         On ia
                            soc isn’t
                             orm ugh
                          atf no
                        pl d e
                          goo



Monday, 17 October 11
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
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
API Driven Media
 Realtime Insights & Optimisation




Monday, 17 October 11
The New Digital Media Ecosystem




Monday, 17 October 11
The New Digital Media Ecosystem




                                         ata
                                     ss d in an
                                   Pa h
                                     oug nt
                                  thr sta
                                      in




Monday, 17 October 11
The Customer Path to Purchase




Monday, 17 October 11
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
Multi-Channel Optimisation

                Display Model        Facebook Model       SEM Model


                                 +                    +




Monday, 17 October 11
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
API Driven Ad Formats




Monday, 17 October 11
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
API Driven Ad Formats




Monday, 17 October 11
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
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
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
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
API Driven Optimisation




                         Media	
                     Engagement
                         Op9misa9on                  PlaGorm

                          Awareness                  Engagement


                        Unified Platform.Maximum Return.
                        Media, Optimisation & UX - together




Monday, 17 October 11
Questions & conversations




Monday, 17 October 11
Thank you & fuck you!
 @domhind
 @juzout




Monday, 17 October 11

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Digital Future: API Driven Future and Future of Creativity

  • 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