Sam Fenton-Elstone opened Display Day 2014 with this intro which includes results from our client survey and an update on the last 12 months in display advertising.

1. #iXdisplay
The last 12 months in display advertising
Sam Fenton-Elstone, Head of Media - July 2014
15.07.2014

2. #iXdisplay
Client survey results

3. #iXdisplay
Build brand
awareness
31%
Direct
response
54%
Influence
consideration
15%
What do you see as the objective of your display marketing?

4. #iXdisplay
What role within your business do you currently use paid social for?
Branding activity
67%
60%

5. #iXdisplay
How are you integrating your display advertising with marketing channels?
Onsite Content 42%
Paid Search 42%
Social Media 8%
Email 8%

6. #iXdisplay
What barriers, do you currently face when running your display activity?
Attribution
25%
Budget
31%
Value/Understanding
13%
Measurement
19%
Cross Channel Impact
13%

7. #iXdisplay
< £100K
Increase
This
Annually, how much are you currently spending on display advertising?

8. #iXdisplay
9.50AM: Managing your data: How to move from gathering data to processing and applying it
correctly in a cross platform efficient manner
- Lucia Mastromauro, DoubleClick
10.10AM: How Hearst are planning for a future where content, display innovation and
performance marketing meet’ – Stephen Edwards, Hearst
10.40AM: Coffee Break
11.00AM: The age-ism of Paid Social – Sean Mazur & James Mortimer, iCrossing
11.30AM: reed.co.uk case study: How they broke YouTube records
- Jamie Bodkin, Reed & Oliver Hughes, iCrossing
12.00PM: Taking advantage of mobile display - Max Macintosh, Google
12.20PM Panel discussion Q&A – iCrossing, Google and reed.co.uk
12.40PM: Closing
12.45PM: Networking & Refreshments
Agenda
Display Day 14

9. #iXdisplay
12 months ago…

10. #iXdisplay
2013

11. #iXdisplay
Same, same. But
different.

12. #iXdisplay
71.40%
56.30%
30.70%
26.50%
19.40%
14.20%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
$-
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
$16.00
$18.00
2011 2012 2013 2014 2015 2016 2017
US Programmatic Spend
Spend Change %
Spend
(billion)
Source: MAGNA GLOBAL, emarketer

13. #iXdisplay
11%
19%
28%
34%
41%
47%
52%
13%
18%
25%
29%
32%
32%
31%
76%
62%
47%
36%
27%
21% 17%
0%
20%
40%
60%
80%
100%
120%
2011 2012 2013 2014 2015 2016 2017
US Ad Spend share by Type
RTB Non-RTB Programmatic Non Programamtic
Source: MAGNA GLOBAL, emarketer

14. #iXdisplay
94.80%
75.30%
38.40%
31.90%
27.40%
15.30%
13.00%
19.00%
22.00%
25.00%
27.40% 29.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
$10.00
2012 2013 2014 2015 2016 2017
US RTB Spend
Spend Change % % Total Display
Spend
(billion)
Source: emarketer

15. #iXdisplay
In 2014 Mobile won.
Is TV on the ropes?

16. #iXdisplay
113
minutes
(27%)
147
minutes
(35%)
50
minutes
(12%)
108
minutes
(26%)
Device Key
TV LAPTOP SMARTPHONE TABLET
Source: Millward Brown

17. #iXdisplay
113 108 147 50
27% 26% 35% 12%
60% 29%
60% 29%
DAILY
SCREEN
MINUTES
GLOBAL
MEDIA
SPEND
2013
2016
Device Key
TV LAPTOP SMARTPHONE TABLET
113 108 147 50
27% 26% 35% 12%
60% 29%
60% 29%
4%
12%
Source: Millward Brown

18. #iXdisplay
Agree or disagree – ‘More than 50% of our digital visitors will be via
mobile by 2015’
60%21%
19%
Agree
Neutral
Disagree
Source: econsultancy

19. #iXdisplay
49%
31%
20%
Agree
Neutral
Disagree
Agree or disagree – ‘Mass reach via TV ads won’t be an effective
tactic within five years’
Source: econsultancy

20. #iXdisplay
Audience is key.

21. #iXdisplay
So, I’m excited.
Are you?

22. #iXdisplay
Audience duplication across networks & devices
Reliant on publisher execution
Expensive workflows
Poor brand safety
Competitive network bidding
Wastage
Lack of Actionable insight
Missed Conversions
Expensive lunches

23. #iXdisplay
Audience duplication across networks & devices
Reliant on publisher execution
Expensive workflows
Poor brand safety
Competitive network bidding
Wastage
Lack of Actionable insight
Missed Conversions
Expensive lunches
A thing of the past.

24. #iXdisplay
Media buying in 2014.
One strategy, approach and platform: Display. Paid Social. Video.
Search.
By Life Stage:
Tailor the search
experience for Super
Moms
By Customer Status:
People who
purchased in the past
will be cross-sold other
products
By Shopping Phase:
Show a “closer” offer
to customers who
have shown intent by
visiting your site
By Interest:
Make creative that
resonates with
people with certain
interests & hobbies

25. #iXdisplay
This time next year Rodders…

26. #iXdisplay
Media buying in 2015?
One strategy, approach and platform: Display. Paid Social. Video.
Search. TV. Digital Outdoor. Interactive Print. Radio.
By Life Stage:
Tailor the search
experience for Super
Moms
By Customer Status:
People who
purchased in the past
will be cross-sold other
products
By Shopping Phase:
Show a “closer” offer
to customers who
have shown intent by
visiting your site
By Interest:
Make creative that
resonates with
people with certain
interests & hobbies