The document discusses the future of advertising in a world where ads may no longer exist. It notes that the chief brand officer of P&G said at CES 2019 that the days of advertising as we know it are numbered. There are three existential threats to traditional advertising: fake traffic, annoying ads, and AI/IoT enabling machines to do shopping. The document advocates evolving from paid advertising to considering the full customer journey, from promotions to solutions, and leveraging IoT devices as new ad platforms. It concludes that brands must evolve from programmatic media to programmatic thinking in order to thrive in this changing landscape.

1. Hello
Digiday.
May 2019.
“A world with no ads”

2. Welcome.

3. Products
& platforms.
Places
& spaces.
Communications
& campaigns.
We imagine, design, and build
transformative products and
experiences that balance user and
business needs. We make things
people love.
As the digital experience defines more
and more about the physical world, we
create new interiors, environments,
installations, and activations that
connect and engage.
We use a full array of branding,
creative, content, and media strategy to
reach, engage, and build mutually
valuable relationships between brands
and consumers.

4. Agenda.
1. CES2019.
2. Evolve.
3. Thrive.

5. CES 2019.
1

6. "Iwouldsaythatthedaysof
advertisingasweknowittoday
arenumbered…Weneedtostart
thinkingaboutaworldwithnoads."
Source: Marc Pritchard, Chief Brand Officer of P&G, at CES 2019.

8. CES 2019.

9. Three existential headwinds.
1. Supply chain.
2. User experience.
3. AI and IOT.

10. Source: Adobe, GlobalWebIndex, Intel.
In a nutshell: The traffic is fake, the ads are annoying,
and the shopping will soon be done by machines.
28%
Of traffic is either bots or other “non-
human signals” according to Adobe.
47% 200BAdoption of ad blockers; top three
reasons: too many, annoying, intrusive.
Connected IOT devices globally by 2020.
A lot more “smart” devices than smart people.
Is that all?

11. Source: Adobe, GlobalWebIndex, Intel.
In a nutshell: The traffic is fake, the ads are annoying,
and the shopping will soon be done by machines.
28%
Of traffic is either bots or other “non-
human signals” according to Adobe.
47% 200BAdoption of ad blockers; top three
reasons: too many, annoying, intrusive.
Because you’ve just spent two days on the first two.
Connected IOT devices globally by 2020.
A lot more “smart” devices than smart people.

12. Change is
inevitable.
Purchase. Usage.

13. Change is
inevitable.
Purchase &
Usage.

14. IOT commerce is dead. Long live IOT commerce.

15. Appliances are
a hot new ad
medium*.* Head spin; cold rinse on delicate.

16. Evolve.
2

17. Fromprogrammaticmedia
toprogrammaticthinking.

18. Programmatic thinking.
1. Segmented audiences.
2. Dynamic messages.
3. Relevant content.
4. Testing and optimization.

19. “Digital
transformation.”

20. Digital transformation.
1. Segmented audiences.
2. Dynamic messages.
3. Relevant content.
4. Testing and optimization.

21. A difference in altitude.
Them:
“Look, it’s a digital
transformation!”
You:
“You know we’ve been
doing this every day, for
YEARS, right?”

22. Which do you think is easier to pull off?

23. Successisadaptingthe
methodsandworldviewof
programmaticadvertising
totherestofthecustomer
journey.

24. Thrive.
4

25. Evolve to thrive.
From paid inventory to full journeys.
From promotions to solutions.
From bots to appliances.

26. Evolve to thrive.
From paid inventory to full journeys.
From promotions to solutions.
From bots to appliances.

27. A meaningful difference.

28. Change is
inevitable.
Focal
point of
funnel
=
Purchase
Focal
point of
journey
=
Usage

29. Change is
inevitable.
Focal
point of
funnel
=
Purchase
Focal
point of
journey
=
Usage

32. Evolve to thrive.
From paid inventory to full journeys.
From promotions to solutions.
From bots to appliances.

33. Complexity.
Multiple stakeholders,
multiple channels
Involves single type
of simple output
0 5
Explicitly consider user benefits in prioritization.
Business Impact.
User Benefit.
Opens up new markets
and/or models.
Lacks clear
business impact
0 5
0 5
Addresses un-
met user need
Lacks clear
user benefit
Cost.
Involves multiple
phases of investment.
Requires no executional cost
(ie, purely self-service)
0 5

35. Evolve to thrive.
From paid inventory to full journeys.
From promotions to solutions.
From bots to appliances.

36. IOT is relevant in every user context.
SERVICE PROD UCT BILLIN G MARK ETING SALESTRAI NIN G
USER

38. In action.

39. It’s like a layer cake.

40. Building the layer cake.
Creative Platform
Strategy
Design system
Data
Campaigns
User Journey

41. KPI
Awareness. Filtered searches. Favorites. Leads. Referrals / reviews.
Programmatic thinking through the journey.
Active search
Passive search
Reality check
Dreaming. Exploring.
Pursuing.
Preparing.
Moving.
Rejected.
Reconsidered.Revisited.
BUY RENT JUST SOLD HOME VALUE
Address, City, Zip, or Neighborhood SEARCH
The Home of Home Search™
My Family Someone else Just me Investing Just browsing
Not sure where to start? Who are you buying the home for?
How exciting!
Tell us a little about your family
so we can find a home that’s right
for everyone.
ADULTS
0
KIDS
0
PETS
0
PRODUCTCAMPAIGN

42. Goal of personalization.
Awareness & Clarity. Usage.
Active search
Passive search
Reality check
Dreaming. Exploring.
Pursuing.
Preparing.
Moving.
Rejected.
Reconsidered.Revisited.
CAMPAIGN

43. In conclusion.

44. Three existential headwinds.
1. Supply chain.
2. User experience.
3. AI and IOT.

45. Three evolutions to thrive.
1. Paid inventory to full journeys.
2. Promotions to solutions.
3. Bots to appliances.

46. Done.May 2019.
“A world with no ads”