DON'T DUOPOLIZE ME! SXSW 2018
These are the slides I stood in front with @Brian_Wong during a presentation we gave at SXSW 2018 in Austin on March 12, 2018. The presentation was a high level 45 minutes attempting to explain the cause, effects and opportunities of the Facebook+Google Duopoly in 2018 and beyond. The SXSW session description was: "Facebook & Google have created an advertising duopoly predicted to wipe out smaller adtech companies & continue the decline of VC funding in adtech. Brands spend millions every year collecting consumer data they should rightfully own & be able to use while Google & Facebook are profiting. This panel explores why competition reform is needed for the overall ecosystem, what makes data consolidation bad for adtech and how brands can own their own data to elevate the consumer experience." (I used to be able to export from keynote with a full size slide and the presenter notes (apple please fix this!)... Unfortunately I can't seem to do that now, so most of the discussion isn't actually here. See if i can get the notes in here somehow so this makes a bit more sense)
Recommended
Recommended
More Related Content
What's hot
What's hot (16)
Similar to DON'T DUOPOLIZE ME! SXSW 2018
Similar to DON'T DUOPOLIZE ME! SXSW 2018 (20)
Recently uploaded
Recently uploaded (20)
DON'T DUOPOLIZE ME! SXSW 2018
- 2. BRIAN | MICHAELSUCCESSFUL ENTREPRENEUR FOUNDER + CEO @KIIP AD GUY WITH A START-UP PROBLEM FOUNDER @BORN_AI + PARTNER @MDCVENTURES
- 3. 45 | 15WE CHAT A BIT YOU TELL US WHY WE’RE WRONG
- 4. YEAH, IT’S EARLY FOR AUSTIN
- 6. WE ARE HEREAND IT’S NOT CLOSE 21.0% 42.0% US DIGITAL AD REVENUE SHARE source: comscore
- 7. .40 .37 .23 EVERYONE ELSE THEY ARE DOMINATING GROWTH, TAKING 77 CENTS ON EVERY DOLLAR OF NEW SPEND. GOOGLE IS GROWING AT ABOUT 15% & FACEBOOK IS GROWING AT ABOUT 60% PER YEAR. source: emarketer
- 8. MOBILE DRIVING ITMOBILE DOMINATING DIGITAL & THEY’RE DOMINATING MOBILE
- 9. THE BEST | THE WORST
- 11. AND THEY’RE KILLING EVERYTHINGTHAT’S SAME, BUT SMALLER
- 12. #DUOPOLY BUT IS IT REALLY A PROBLEM TO YOU?
- 13. ONE THING’S FOR SURE… THEY WILL NEVER COOPERATE WITH EACH OTHER
- 15. 3AREAS
- 17. NOT JUST NOUNS, VERBS!PEOPLE DOING THINGS, NOT JUST VISITING THEM OR SEARCHING THEM.
- 18. START-UPS THAT HELP US TARGET AUDIENCES IN GOOGLE INVENTORY MORE LIKE MORE FACEBOOK WILL ADD HUGE VALUE TO CURRENT DUOPOLY SITUATION
- 20. GETTING NERDIER… Optimize for scale: Bundle similar moments generates impactful reach SCALE BROADER ZOOM IN Hobby Moments Customize your moment: Add context to hit your moment more precisely = morning workout moment Ftm Fitness Moments + Gom Golf Moments 6am Car Car Moments Dym DIY Moments Ptm Pet Moments Tvm Travel Moments Spm Shopping Moments = morning run moment Ftm Fitness Moments + 6am + running app = outdoor run moment Ftm Fitness Moments + + running app Central Park = training moment Ftm Fitness Moments + + running app 5K trainee = resolution moment Ftm Fitness Moments + + non- athlete Jan 2
- 21. + MEASURING CONSUMERS NEEDS IN MOBILE MOMENTS
- 22. 2 SOCIAL DATA PORTABILITY “THEY KNOW MORE ABOUT MY CONSUMER THAN I DO” HOW DO I TAKE MY LEARNING FROM INSIDE AND USE THEM ON THE OUTSIDE?
- 23. CHATBOTS ARE ABLE TO MOVE DATA OFF- PLATFORM BUT DOES ANYONE WANT TO TALK TO THEM?
- 24. CREATIVE CHARACTER DEVELOPMENT NARRATIVE DESIGN INFORMATION DOMAIN DESIGN ARTIFICIAL EMPATHY CLEARLY DEFINE WHO THE CONSUMER IS SPEAKING WITH THROUGH TONE, SYNTAX & DICTION DRIVEN BY GOALS FOR THE EXPERIENCE OPTIMIZED FOR FREQUENCY OF OCCASION & SESSION DURATION KNOWLEDGE & CONSTRAINTS THAT MANAGE THE USER’S EXPECTATIONS - EVERYTHING THE AGENT KNOWS & WILL KNOW NATURAL LANGUAGE UNDERSTANDING & LEARNING HUMAN INTENT
- 25. SLOT-FILLING START-UPS DELIVERING STRONG AI EXPERIENCE DESIGNS, THAT AUDIENCES WANT TALK WITH, WILL ENABLE NEW DATA PORTABILITY IN THE DUOPOLY
- 26. DECLARED DATA
- 27. CONVERSATIONAL
- 28. 3 1ST PARTY CAPTUREON-DEMAND DATA MANAGEMENT PLATFORMS
- 29. START-UPS THAT LOWER THE BARRIER TO DATA MANAGEMENT WILL ADD HUGE VALUE TO CURRENT DUOPOLY SITUATION
- 30. WHEN IS AMAZON GOING TO JUMP IN? IMAGINE INEXPENSIVE, ON-DEMAND, AWS-BASED VIRTUAL DMP?
- 31. LAST THOUGHT EFFECTIVENESS IS ALWAYS THE FUTURE SO DOES THE SCALE OF DUOPOLY MATTER?