This document discusses challenges and opportunities in the digital advertising industry from an independent agency perspective. It notes that while digital advertising investment is growing, cross-channel activation is often difficult due to organizational silos. It suggests that to provide more value, marketers and agencies should get a better understanding of clients' processes, communicate their value more effectively, and facilitate more cooperation across disciplines.

2. Marketers, Agencies, & Ad Nets An indie’s view of challenges and solutions Donald Williams Chief Digital Officer Horizon Media, Inc. d.williams@horizonmedia.com 212.220.2252

3. 2010 media agency of the year + Just named Horizon as one of the top 10 most innovative advertising and marketing companies in the world (March 2011)

4. eganz@horizonmedia.com manager, talent scout Horizon Media, Inc.

6. volume of professionals dedicated to interactive marketing has increased (inc. traditional specialists)

7. supplier competition has increased - increased tactics/viable technology solutions

8. dedicated leadership and training curriculums - education on the rise

9. video, social, mobile inventory sources are attracting new ad dollars

10. local advertising momentum swirlsthe reality of today

11. April 2011 “The Future Of Interactive Marketing” Traditional Media Is Giving Way To Digital **Please don’t reply all!!

12. April 2011 “The Interactive Brand Ecosystem” Marketers Must Create Multilayered Brand Ecosystems

14. all is not automated… organizational structures impact our relationships - across clients/ad nets/other media channels increased investment has lead to more scrutiny cross-channel activation is often stifled operations remain a mystery workload distribution is a lot of work

15. Strategic Process How many of you are familiar with your client’s process to reach customers ? Optimizing Media Amplification Creating a Connection Idea Optimizing Value Channel Allocation Channel Selection 15% Consumer Insights

16. How many of you are confident that you are able to communicate your value? Breakfast, lunch, dinner, and learn anyone?

17. we’ve got traction in the upfront it’s performance media – it’s track-able cost efficiency vs. the scatter market “apples to apples” research initiatives we make offline channels work harder at the end of the day… target-ability and reduced waste, right? that’s not my problem… is it?

18. where will I be in 1 years? 5 years? organizing our team to facilitate cooperation managing cross-discipline teams Chief Negotiation Officer expanded role in activation management Strategic cross-channel initiatives Sales at an Ad Net?

20. get a glimpse under the hood – spend some time with cross-functional teams and discipline experts (consumer and channel insights)

21. hire train best-in-class talent - check in on message

22. self-awareness… position yourself within relevant context = every channel is relevant btw

23. get in your clients knickerbockers – share your newly constructed proposition with agencies and clients with a strong POV on why

24. create strategic resellerswhat to do?

25. Marketers, agencies & ad nets believe in the power of online advertising