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Digiday Video Advertising Summit | Ciceron

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Presented by Andrew Eklund

Published in: Marketing
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Digiday Video Advertising Summit | Ciceron

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  2. 2. 2 24 YEARS THE AGENCY WITH DIGITAL BONES Company Highlights: ● Founded in 1995 by, well, me ● One of the first digital agencies in the U.S. ● Based in Minneapolis ● “Best Places to Work” (five years running)
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  5. 5. 5 My world has been dominated by knuckleheads
  6. 6. 6 1995 Dot Com May ’01 – NASDAQ Crash Sept 11th HISTORY ON PERMANENT REPEAT
  7. 7. 7 2003 Digital Marketing Derivative Markets 2008 Birth of RTB HISTORY ON PERMANENT REPEAT
  8. 8. 8 2019 Media Mix Trade Wars Acceleration of Biddable TV/Radio HISTORY ON PERMANENT REPEAT
  9. 9. 9 FUTURE OLYMPICS & ELECTION WON’T SAVE TV
  10. 10. 10 Survivors of the past 20 years have all been digital.
  11. 11. 11 Your Dad’s Music Punk Rock Vs.
  12. 12. 12 Vs.
  13. 13. 13 What does it mean to be a punk brand?
  14. 14. 14 Album Release DIGITAL CAMPAIGN Promoting this emerging artist’s album called for a revolutionary way to engage a highly mobile audience. GEO-FENCED BY LATITUDE & LONGITUDE DIGITAL OUT-OF-HOME LAUNCHED DEVICE IDs STORED FOR REMARKETING BREAKTHROUGH MOBILE REMARKETING CAMPAIGN DELIVERED THROUGH DISPLAY, PRE-ROLL & SPOTIFY VIDEO ID This 2-month campaign ran in Manhattan and LA. PUNK BRANDS HACK THE TECH!
  15. 15. 15 HACKING THE TECH MALL OF AMERICA
  16. 16. 16 OUR APPROACH OWN YOUR DATA First party data – the data you own about your audiences – is the gift that keeps on giving. The more we create together, the better we become by being increasingly less reliant on third-party publishers and media companies. Why buy what you can own? And when you own, we can build, trade, and convert at a much lower cost with higher returns.
  17. 17. 17 BEST APPROACH HIGH-PERFORMANCE OUTCOMES In order to deliver the most optimal performance and outcomes, or High Energy work, Creative, Data and Media need to work in concert together. The moment one of these components is not aligned, you get Low Energy work.
  18. 18. 18 OUR APPROACH HIGH-ENERGY OUTCOMES We optimize all digital tactics and consistently A/B test, adjusting the channels and mix to maximize campaign performance (i.e., conversions and click-through rates). BIDDABLE MEDIA
  19. 19. 19 Get ready for true INTERACTIVE
  20. 20. 20 AFTER 25 YEARS STILL APES THROWING SHIT
  21. 21. 21 DIGITAL OUT-OF- HOME NATIVE VIDEO SPOTIFY VIDEO DISPLAY MOBILEFACEBOOK TWITTER INSTAGRAM SEM TOUCHTUNE S AUDIO TV Web Sites
  22. 22. 22 WANT THAT.
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