Ad monster conference_ 20 September 2011_"Knowing what you don't know, how technology reshuffles the media industry"
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1) Technology has ignited major social changes in areas like medicine, culture, communication and politics. 2) Technology unlocks creativity and ideas while bridging contact with content. 3) As key partners have reshuffled in the past 5 years, the paradigm has shifted to prioritizing volume, targeting audiences at scale, and buying data in real-time. 4) Moving forward will require acknowledging this technological evolution at all levels of companies, agencies, and publishers through talent recruitment and training as the industry continues to change rapidly.
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Ad monster conference_ 20 September 2011_"Knowing what you don't know, how technology reshuffles the media industry"
- 1. “Knowing what we don’t know” AdMonster Conference Cologne, 20 September 2011 Frederic Joseph Chief Digital Officer, ZenithOptimedia
- 2. All major social changes have been ignited by technology Medicine Culture Communication Politics Democracy ...
- 3. Technology Unlocks creativity and ideas Bridges contact with content
- 4. VW Golf Blue motion Norway Tesco (Homeplus) South Korea
- 5. Key partners to ZenithOptimedia have reshuffled in 5 years
- 6. FB Edge Rank
- 7. Real time planning - Listening ‘designed cleverly enough, market research surveys will answer any question you can think up. But they can’t tell you what you never thought to ask. And what you never thought to ask might be the most important question for your business.’ Groundswell, Charlene Li and Josh Bernoff
- 8. 8 © 2011. All rights reserved. VivaKi. Proprietary and Confidential. Trading evolution Networks consolidate long tail and remnant inventory Agency Trading Desks grow into centers of audience-buying expertise Advanced data begins to fuel networks’ audience segments Technology & Data convergence leads to Real Time Bidding/Buying Networks begin to purchase and package premium content Advertisers purchase majority of inventory through publishers directly Ad Exchanges emerge to address marketplace inefficiencies Demand Side Platforms (DPSs) expose exchange inventory in single environment 2001 2005 2007 2009 2011 2003
- 9. Need to address the new paradigm Volume Buy Inventory Branding Business model committed on action Content / Engagement Specialist Generalist Skill set to understand technology Performance Detail audience (at scale) Buy Data
- 10. How many people in the room understand this chart? 10
- 11. The Product Roadmap Real time bidding market place will become the norm Search Display Mobile Video
- 12. Evolution of our technology strategy Ahead of our times we created our own proprietary technologies World is moving so fast... We need to be honest and recognise we can’t compete
- 13. T Nerve Center provides tools, technology and partners to connect Vivaki brands to People
- 16. The Gartner Hype Cycle The audience is often ahead of us... Twitter Peak of inflated expectations. Visibility Smart to invest Search Plateau of productivity. Facebook NFC Slope of enlightenment. Smart to invest Disillusionment. Technology trigger. Maturity
- 17. Clients want IntegrationANDSpecialisation What’s the best balance between integration and specialisation?
- 18. Talent A two stream world: Connected / Not connected. More subtle then age segmentation Need to fight inertias True at every level of the organisation Issue at clients end as well...
- 21. Programmers
- 23. ...Naturally comfortable with technology Reshaping the agency on the back of new talents Recruiting the talents of tomorrow
- 24. Training - Live Academy © 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
- 25. Privacy and transparency compliance Watch out – all the above is under threat... We can’t sit back advertisers/agencies/ publishers... Technology brings added value to the user
- 26. VW Golf Blue motion Norway Tesco (Homeplus) South Korea
- 27. Moving into a technology driven world needs... Acknowledgement at CEO level in companies Evolution of talent profiles at every stage Generalists need to be multi specialists In-depth training programs Ongoing process of learning Agency structures should not be confined by channel but by skill - bid vs buy All publishers need to embrace this change as well Transparency compliance Both at agency and clients ends
- 28. “This journey is only1% finished”...
- 29. Thank you!... Frederic Joseph Chief Digital Officer ZenithOptimedia @FredJoseph_UKFR
Editor's Notes
- Volkswagen BlueMotionAs part of their campaign to promote the amazing fuel economy of the new Volkswagen Golf BlueMotion, Norwegian agencies Try and Apt turned a long stretch of highway into a virtual roulette table. Using Google Maps & Streetview the E6 highway was turned into one big roulette table with 80,000 individual slots. So what's the hook? Users were invited to place a 'bet' (using Facebook connect) on how far the VW could go on a single tank of fuel. The user with the correct bet won the car. Each user could only bet once, thereby encouraging users to learn as much as possible about the car, the features and the fuel economy. When the registration period ended, the Golf took to the road where users could monitor the progress of the car in real-time via an implementation of Google Maps and livestreaming video on the BlueMotion website.Tesco won the media Grand Prix
- We are a technology company: we dont build technology but we leave and breath . Def to us of a tech company is not just building but understanding , talking it etc...
- How to give prominence of an object in your news feed. If u have 100 friends and you're fan of a 100 brands its info overload so FB filters things up correlated to action. Understanding the relationship b/w people and brands the algorithm understands how to push up. + there’s weights in various actions: creating content (updating profile..) Vs comment Vs tagged a photo Vs liking..
- Social is used to understand what is coming next. Every interaction with your brand is now a media opportunity. People commenting on your brand, that’s media. Mediaplannersdont consider that enough. Its not the mediaplanners role to manage all that but its medias role to influence that.
- But despite all these opportunities, a complex landscape still stands in the way.This is what the display advertising landscape looks like todayEarlier, I mentioned that display advertisers spend 28% of their media dollars on transaction costs alone, and this fragmented landscape is at the crux of that problemIf we can start to solve for this, it will help to make display advertising much more effective for everyone in the space….
- An additional component to our open source architecture is our Ventures practice. We have identified leading startups in the digital space that we partner and collaborate with on a regular basis to ensure we have the best digital expertise and products in the markeplace. These partners are specifically aligned with the Nerve Center’s core areas of focus.
- B/W the 2 they will chose best in breed specialisation
- People we where recruiting in the past where had arts degrees, now we want people who are hybrid profiles with maths/phusyics + can talk 3 languages + psychology. In a way if your parents understand what degree you’re doing its the wrong one... (my son is doing a degree in geography VS my son is doing a degree in API coding optimisiation...)
- You’re not worried that burgglers might know you’re now on holiday for 3 weeks but you are worried about having a cookie on your browser...
- Volkswagen BlueMotionAs part of their campaign to promote the amazing fuel economy of the new Volkswagen Golf BlueMotion, Norwegian agencies Try and Apt turned a long stretch of highway into a virtual roulette table. Using Google Maps & Streetview the E6 highway was turned into one big roulette table with 80,000 individual slots. So what's the hook? Users were invited to place a 'bet' (using Facebook connect) on how far the VW could go on a single tank of fuel. The user with the correct bet won the car. Each user could only bet once, thereby encouraging users to learn as much as possible about the car, the features and the fuel economy. When the registration period ended, the Golf took to the road where users could monitor the progress of the car in real-time via an implementation of Google Maps and livestreaming video on the BlueMotion website.Tesco won the media Grand Prix