Can’t see the forest from the trees? Here’s a chainsaw. This presentation cuts through the complexity of the advertising industry by looking at its evolution over time. We take a comprehensive look at where the industry started and where it will go next, specifically how brands can best communicate with their audiences in a world of connectivity. We expose the forces that will drive change and take a deep look at the technology systems that will be the foundation of the new online advertising ecosystem, providing a roadmap for brands and agencies. Presenter: Michael Parkes, svp sales, Adconion Direct @parksey77

1. ADVERTISING IN A
MULTI-CHANNEL WORLD

2. THE FUTURE OF ADVERTISING
Ad Marketplace
+
Consumer State
+
Multi-Channel Ad Platform
+
New Measurement Metrics

3. 1
AD MARKETPLACES ARE CHANGING

4. AD MARKETPLACES

5. SOME TRADITIONAL MARKETPLACES ARE CONTRACTING
Source: Business Intelligence, Sept 2012; Newspaper Association of America; Carpe Diem Blog

6. OTHER MARKETPLACES HAVE BEEN GETTING MORE EXPENSIVE
Source: Nielsen, Coady Diemar Partners, June 2012, Horizon Media estimates

7. Performance Solutions
Video Solutions
Brand Solutions
Technology Solutions
Content Solutions

8. 2
AGENCIES NEED TO UNDERSTAND
WHAT IS THE
AUDIENCE IS
ACTUALLY
DOING?

9. TOP ACTIVITIES PERFORMED DURING
SIMULTANEOUS SCREEN USAGE
TOP ACTIVITIES FOR USERS ON
MULTI-SCREEN ARE EMAILING,
WEB BROWSING AND
SOCIAL NETWORKING.
SOURCE: GOOGLE .COM “THE NEW MULTI-SCREEN WORLD: UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOR.” 2012

10. TV BUDGETS AND MULTI-SCREEN ACTIVITY
SHOULDN’T ADVERTISER TV BUDGETS
ACCOUNT FOR THIS?

11. WHEN USERS ARE
ON MOBILE DEVICES,
WHAT IS
THE PRIMARY
CONSUMER ACTIVITY?

12. A DEVICE THAT IS MOBILE CAPABLE IS A TECHNOLOGY
FEATURE, NOT AN ADVERTISING CHANNEL
WHERE DO YOU DRAW THE LINE?

13. EMAIL, SOCIAL AND WEB BROWSING DOMINATES
MOBILE IN MULTIPLE STUDIES
Source: ExactTarget channel study 2012 Source: Pew Research Center’s Project for Excellence in Source: Edwin Wong, Senior
Journalism in collaboration with The Economist Group Director, B2B of Strategic Insights, Yahoo!

14. 3
CONSUMERS ARE ALREADY IN A
MULTI-STATE WORLD –
A MULTI-CHANNEL ADVERTISING PLATFORM IS
THE BEST WAY TO REACH THEM

15. TODAY’S CONSUMER: THE NTH SCREEN IS HERE TODAY!

16. THE DAY OF THE SINGLE-SCREEN COUCH POTATO IS OVER!
Agencies need a way to promote media plans that…
1 2 3 4
Consumer Reach, Targeti
State The Device The Media ng, and Brand
Consumer activity is simultaneous… are we thinking this way?
Safety

17. ADCONION AD PLATFORM FOR VIDEO, SOCIAL, DISPLAY,
AND DIRECT MARKETING
Connecting advertisers with nearly 1 billion unique consumers monthly
UNIFIED AUDIENCE PROFILING UNIFIED DELIVERY & TARGETING UNIFIED PLATFORM REPORTING
BETTER DATA BETTER ACCESS BETTER RESULTS
PROFILE STORE EXCHANGES
› GADX
› FBX ACTIONABLE INSIGHTS
Custom Dashboard
DEVICES
› Mobile and smart TVs
› Global partnerships: SAMSUNG & LG
LOCATION 150 Million Unique Profiles ATTRIBUTION MODELING
40 Billion Events Monthly
PARTNERS
› Premium apps and pubs
ACTIVITY
DEVICE 40,000 Custom Segments › 5,000+ local & global PERFORMANCE AT SCALE

18. THANK YOU
CONTACT ADCONION DIRECT AT:
MICHAEL PARKES
michael.parkes@adconiondirect.com
CREATED BY: Ben Fox
DESIGNED BY: Taryn Linscott, Sina Bruckman
PRODUCED BY: Lindsey Breeden