Uploaded byDominique Hind
Digital - Where to next? An API future
The document discusses the evolution of digital technology, focusing on the impact of APIs on media and brand engagement. It highlights significant statistics regarding social media usage in Australia and emphasizes the importance of brands engaging with their audiences in real-time through data-driven strategies. Additionally, it addresses recommendations for Australian marketers to enhance collaboration and leverage technology for innovative advertising.
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Digital - Where to next? An API future
- 1. Digital - Whereto next? An API Driven Future… Monday, 17th October 2011 Monday, 17 October 11
- 2. What’s tonight about... Monday,17 October 11
- 3. What’s tonight about... A Quick Future of Future of About Us History of Digital Technology Creativity Internet Media Monday, 17 October 11
- 4. Before we start Monday,17 October 11
- 5. Before we start 1. How many Australian’s access Facebook from their mobile last month? Monday, 17 October 11
- 6. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) Monday, 17 October 11
- 7. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Monday, 17 October 11
- 8. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber Monday, 17 October 11
- 9. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? Monday, 17 October 11
- 10. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? 1.5 Billion Monday, 17 October 11
- 11. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? 1.5 Billion 4. How may monthly page impressions does Facebook get? Monday, 17 October 11
- 12. Before we start 1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day) 2. What was the most popular search term in 2010? Chat Roulette, iPad Justin Bieber 3. How many searches are run each month? 1.5 Billion 4. How may monthly page impressions does Facebook get? 17 Billion Monday, 17 October 11
- 13. About us Monday, 17October 11
- 14. About us • Born & bread in Brisbane • Career: • Clemenger Proximity - Brisbane • Wheel - London • Y&R Brands - founding Head of Digital • M&C Saatchi / MARK - General Manager • Leo Burnett - Managing Partner Digital • WiTH Collective - Founder & Managing Partner Monday, 17 October 11
- 15. About us • 15 months old • Digitally centric independent creative agency • Founded in Partnership & Collaboration • Core team of 12 & growing with specialists on demand • Bluechip clients Monday, 17 October 11
- 16. About us Monday, 17October 11
- 17. About us Monday, 17October 11
- 18. About us • Born & bread in Brisbane • Career: • Clemenger Proximity • Y&R Brands / Wunderman - Director of CRM • Leo Burnett - Head of Direct & Channel Planning • BMF - Head of Direct & Digital • Downstream - Chief Operating Officer • WiTH Collective - Non-executive Director Monday, 17 October 11
- 19. About us • Australia’s largest digital performance media agency • 100% Independent • Search + Social + Performance Display • Growth at 50% YoY • Manage $70M+ in digital media • Three time Agency of the Year winner (Specialist & Emerging) • Team of 32 • Exclusive licensee of Efficient Frontier & Context Optional Monday, 17 October 11
- 20. Quick History ofthe Internet Monday, 17 October 11
- 21. Look backwards to look forward Monday, 17 October 11
- 22. Quick history ofthe Internet “Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder Monday, 17 October 11
- 23. Quick history ofthe Internet 1969 1971 1983 1989 1990 1990 Internet First eMail First WWW DSL Internet was Born Mobile Born Born on Phone 1993 China’s 1994/95 1994 1997/98 1998 Golden Yahoo! First 1995 CD’s Napster Shield Banner eBay Sold Sold “Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder Monday, 17 October 11
- 24. Quick history ofthe Internet “Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder Monday, 17 October 11
- 25. Quick history ofthe Internet 2000 2000 2000 1998 2001 2001 Google File .Com Google iTunes iPod Ads Sharing Bubble 2003 2003 2004 2004 2005 MySpace Skype UTMS Facebook Murdoch High buys Speed MySpace Mobile $580M Web “Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder Monday, 17 October 11
- 26. Quick history ofthe Internet “Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder Monday, 17 October 11
- 27. Quick history ofthe Internet 2006 2006 2006 2005 2006 2007 Google Online YouTube YouTube Tweeting Google buys Travel Opens up Books YouTube 2007 2008 iPhone & 1/8 2010 & 2011 iTouch Married 2009 Couples Dell Sells met online $6M via in USA Twitter “Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder Monday, 17 October 11
- 28. Quick history ofthe Internet 2006 2006 2006 2005 2006 2007 Google Online YouTube YouTube Tweeting Google buys Travel Opens up Books YouTube s r net i Inte ntly ta - cons g change n ay e rgoi nt to st 2008 und porta 2007 t! iPhone & 1/8 i t’s im top of i 2010 & 2011 iTouch Married 2009 on Couples Dell Sells met online $6M via in USA Twitter “Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder Monday, 17 October 11
- 29. 3 biggest digitalgame changers “Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder Monday, 17 October 11
- 30. Where to next? An API Driven Future..... Monday, 17 October 11
- 31. What is anAPI? Application Programming Interface Monday, 17 October 11
- 32. What is anAPI? A DIGITAL PIPE: • Increased velocity of the web • Instantaneous engagement • Enabled multi-format publishing on enormous scale • The enabler of social media (FB + Twitter + Blogs) • Smart Brands - 2-way API feeds Monday, 17 October 11
- 33. The API Ecosystem Monday,17 October 11
- 34. The API Ecosystem- powers ubiquity Monday, 17 October 11
- 35. The API Ecosystem- powers ubiquity Monday, 17 October 11
- 36. The API Ecosystem- powers ubiquity Monday, 17 October 11
- 37. The API Ecosystem- powers ubiquity Monday, 17 October 11
- 38. The API Ecosystem- powers ubiquity Monday, 17 October 11
- 39. The API Impact Brand Engagement: • A change in creativity - the process of creating ideas with impact • Creativity NO LONGER ATL driven • A monologue / diatribe is no longer good enough • Essence of a GREAT idea MUST involve the audience - amplified impact • If a brand doesn’t drive the engagement the audience will • Instant impact demands instant response • Numbers & analytics become central to success Monday, 17 October 11
- 40. The API Impact Brand Engagement: • A change in creativity - the process of creating ideas with impact • Creativity NO LONGER ATL driven as ide nd A monologue / diatribe is no longer good enough e ru beyo • T • Essence of a GREAT idea MUST involve the nd alking audience - amplified impact e xte d t If a brand doesn’t drive the engagement the ran a b at you • audience will • Instant impact demands instant response • Numbers & analytics become central to success Monday, 17 October 11
- 41. The API Impact Impact: • Ideas become bigger, FASTER • Creation of continuous dialogue & observation • Create & harness a community around a brand • Start of social commerce in multiple places • Consumers interact with brands in their preferred digital environment • Data optimised creative experiences Monday, 17 October 11
- 42. API Technology Monday, 17October 11
- 43. API Technology y to wa e art e th Sm nag ma gital di tem sys eco Monday, 17 October 11
- 44. Baby Carrots Monday, 17October 11
- 45. Baby Carrots Monday, 17October 11
- 46. Baby Carrots Monday, 17October 11
- 47. Baby Carrots Monday, 17October 11
- 48. Old Spice Monday, 17October 11
- 49. Old Spice Monday, 17October 11
- 50. Old Spice Monday, 17October 11
- 51. Old Spice Monday, 17October 11
- 52. Old Spice Monday, 17October 11
- 53. Old Spice Monday, 17October 11
- 54. Old Spice Monday, 17October 11
- 55. Key take out Monday,17 October 11
- 56. Key take out ro ad B i ng th i nk e th fr om t st ar Monday, 17 October 11
- 57. What are wedoing in Australia? A few areas of improvement to note Monday, 17 October 11
- 58. Tooheys Extra Dry Monday,17 October 11
- 59. Tooheys Extra Dry- Fuck you? Monday, 17 October 11
- 60. Tooheys Extra Dry- Fuck you? Monday, 17 October 11
- 61. Tooheys Extra Dry Monday,17 October 11
- 62. Tooheys Extra Dry Monday,17 October 11
- 63. Tooheys Extra Dry Monday,17 October 11
- 64. Tooheys Extra Dry ood N ot g h - ug eno in & co nta e en gag Monday, 17 October 11
- 65. Hahn Super Dry Monday,17 October 11
- 66. Hahn Super Dry Monday,17 October 11
- 67. Hahn Super Dry Monday,17 October 11
- 68. Hahn Super Dry Monday,17 October 11
- 69. Hahn Super Dry Monday,17 October 11
- 70. Hahn Super Dry Monday,17 October 11
- 71. Hahn Super Dry Monday,17 October 11
- 72. Hahn Super Dry ood eg l On ia soc isn’t orm ugh atf no pl d e goo Monday, 17 October 11
- 73. Key take outfor Australians 1. Get all of your agencies talking UP FRONT 2. Plan bigger ideas - more than TV 3. Understand where your audience lives 4. Investigate technology & platforms Monday, 17 October 11
- 74. Key take outfor Australians 1. Get all of your agencies talking UP FRONT 2. Plan bigger ideas - more than TV Understand where your audiences c an 3. a lives Ide 0 x 4. b e 1 han Investigate technology & platforms rt bi gge are th ey Monday, 17 October 11
- 75. API Driven Media Realtime Insights & Optimisation Monday, 17 October 11
- 76. The New DigitalMedia Ecosystem Monday, 17 October 11
- 77. The New DigitalMedia Ecosystem ata ss d in an Pa h oug nt thr sta in Monday, 17 October 11
- 78. The Customer Pathto Purchase Monday, 17 October 11
- 79. API Driven MediaApproach d Pai 1.5B l - ura rch s PCM Sea che Nat rch Sea r Sea k e boo e le Fac Pag dab .5B B s Bid y - 2 - 17 ession a r D ispl age Imp PCM P Monday, 17 October 11
- 80. Multi-Channel Optimisation Display Model Facebook Model SEM Model + + Monday, 17 October 11
- 81. Multi-Channel Optimisation Display Model Facebook Model SEM Model + + the a s is edi hi f m T eo g- tur din fu ra 3- t ing com s TV 5yr Monday, 17 October 11
- 82. API Driven AdFormats Monday, 17 October 11
- 83. API Driven AdFormats lled tro a Con ugh t hro system ral EDIA & c ent M L AL TFOR MS - PLA Monday, 17 October 11
- 84. API Driven AdFormats Monday, 17 October 11
- 85. Why is thisimportant? Click Through Rates 0.86% 0.90% 0.80% 0.70% 0.60% 0.50% 0.40% 0.30% 0.20% 0.04% 0.10% 0.00% Normal Ad Formats API Fuled Ads Monday, 17 October 11
- 86. Why is thisimportant? Click Through Rates 0.86% 0 , 2 ct x 0.90% 0.80% 0.70% 0.60% pa 0.50% im y& 0.40% 0.04% nc 0.30% cie n 0.20% effi tur 0.10% 0.00% Normal Ad Formats API Fuled Ads re Monday, 17 October 11
- 87. Impact is morethan just click through 0.25 21.70% 0.2 20X 14.50% 0.15 0.1 8.50% 6.30% 0.05 0 Engagement Rates Brand Awareness Brand Preference Purchase Intent Rates Monday, 17 October 11
- 88. Impact is morethan just click through 0.25 21.70% 0.2 20X 14.50% 0.15 0.1 8.50% 6.30% 0.05 0 Engagement Rates Brand Awareness Brand Preference Purchase Intent Rates Monday, 17 October 11
- 89. API Driven Optimisation Media Engagement Op9misa9on PlaGorm Awareness Engagement Unified Platform.Maximum Return. Media, Optimisation & UX - together Monday, 17 October 11
- 90. Questions & conversations Monday,17 October 11
- 91. Thank you &fuck you! @domhind @juzout Monday, 17 October 11