Ben Fox reveals his thought-provoking vision of the future of brands. The future for advertisers is full of massive opportunity for many. However, companies will need to avoid future pitfalls. Ben simplifies the complex ecosystem and showcases key changes.

1. THE FUTURE
OF BRANDS
FOLLOW ME! LINKEDIN.COM/IN/BENFOX, @BENFOXGO

2. 4 KEY DRIVERS OF THE FUTURE BRAND ADVERTISER
Simultaneous
Consumer Behavior
+
MOBILE SOCIAL
+
TV EMAIL
+
SEARCH DISPLAY
Old and New Ad
Marketplace
PRINT
TV UPFRONTS
DIGITAL
Ad Exchanges
and RTB required
The Nth screen
is here now!
1 2 3 4

7. EMAIL
$700 MM
2011 ADVERTISING SPEND IN THE US
BROADCAST
$36 BB CABLE
$28 BB
SOURCE: Emarketer 2011, Forrester 2011

8. ADVERTISING REVENUE MARKET SHARE BY MEDIA, IN BILLIONS
SOURCE: IAB Internet Advertising Revenue Report; PwC
* Broadcast television includes Network, Syndicated, and Spot television advertising revenue. ** Cable Television includes
National Cable Networks and Local Cable television advertising. *** Magazine includes Consumer and Trade magazines
2011

9. 2012
ADVERTISING REVENUE MARKET SHARE BY MEDIA, IN BILLIONS
SOURCE: IAB Internet Advertising Revenue Report; PwC
* Broadcast television includes Network, Syndicated, and Spot television advertising revenue. ** Cable Television includes
National Cable Networks and Local Cable television advertising. *** Magazine includes Consumer and Trade magazines
$40?

10. ADVERTISING MARKETPLACES
Broadcast
Television Digital Cable Television
Newspaper Magazines Radio
Out of Home Video Games Cinema
BUYERS SELLERS
THE OPPORTUNITY TO INFLUENCE A CONSUMER
A D M A R K E T P L A C E S
EACH AD MARKETPLACE HAS ITS OWN BENEFITS,
DRAWBACKS, METHODOLOGIES, AND METRICS.

11. ADVERTISING MARKETPLACES
Broadcast
Television Digital Cable Television
Newspaper Magazines Radio
Out of Home Video Games Cinema
BUYERS SELLERS
THE OPPORTUNITY TO INFLUENCE A CONSUMER
A D M A R K E T P L A C E S
EACH AD MARKETPLACE HAS ITS OWN BENEFITS,
DRAWBACKS, METHODOLOGIES, AND METRICS.

12. SOME MARKETPLACES ARE CONTRACTING
SOURCE: Business Intelligence, Sept 2012; Newspaper Association of America; Carpe Diem Blog
NEWSPAPER ADVERTISING REVENUE IN MILLIONS OF 2012 DOLLARS, 1950-2012
INCLUDING
ONLINE
PRINT ONLY
?

13. SOME MARKETPLACES ARE CONTRACTING
SOURCE: Business Intelligence, Sept 2012; Newspaper Association of America; Carpe Diem Blog
NEWSPAPER ADVERTISING REVENUE IN MILLIONS OF 2012 DOLLARS, 1950-2012
INCLUDING
ONLINE
PRINT ONLY
?

14. OTHER MARKETPLACES HAVE BEEN GETTING MORE EXPENSIVE
SOURCE: Nielsen, Coady Diemar Partners, June 2012, Horizon Media estimates
BROADCAST NETWORK SHARE OF TV VIEWING (PRIME TIME)
YEAR
AVG. BIG
FOUR
RATING
(18-49)
COST
($MM) TO
BUY 400
GRPs
COST
PER
RATING
POINT
HISTORICAL UPFRONT
COSTS TO ADVERTISERS
1991-92
2001-02
2011-12
7.0
4.0
2.5
$5.4
$10.9
$20.5
$13,586
$27,295
$51,304

15. OTHER MARKETPLACES HAVE BEEN GETTING MORE EXPENSIVE
SOURCE: Nielsen, Coady Diemar Partners, June 2012, Horizon Media estimates
$ Cost per rating point has
increased by almost 4x – but you
get almost 50% fewer viewers!
So are Brand advertisers getting
4x the value of someone
watching network TV?
BROADCAST NETWORK SHARE OF TV VIEWING (PRIME TIME)
YEAR
AVG. BIG
FOUR
RATING
(18-49)
COST
($MM) TO
BUY 400
GRPs
COST
PER
RATING
POINT
HISTORICAL UPFRONT
COSTS TO ADVERTISERS
1991-92
2001-02
2011-12
7.0
4.0
2.5
$5.4
$10.9
$20.5
$13,586
$27,295
$51,304

16. THE DIGITAL MARKETPLACE IS TAKING OFF!
SOURCE: IAB PwC 2011 Annual Report
“In every year since
2005, the annual
growth rates of
Internet advertising
exceeded those of
other advertising
media”
DIGITAL MARKETPLACE
Annual Revenue, in Billions

17. THE DIGITAL MARKETPLACE IS TAKING OFF!
SOURCE: IAB PwC 2011 Annual Report
DIGITAL MARKETPLACE
Annual Revenue, in Billions
Forbes
Google
Emarketer
$50B
$200B
$60B

18. WHAT IS SO DIFFERENT ABOUT THE DIGITAL MARKETPLACE?
Millions of
publishers and
advertisers!
BUT THERE IS A CATCH… THERE’S ALWAYS A CATCH!

19. DIGITAL EXCHANGES NEED TO CONSOLIDATE

20. DIGITAL EXCHANGES NEED TO CONSOLIDATE

21. DIGITAL EXCHANGES NEED TO CONSOLIDATE

22. DIGITAL EXCHANGES NEED TO CONSOLIDATE

23. DIGITAL EXCHANGES NEED TO CONSOLIDATE

24. DIGITAL EXCHANGES NEED TO CONSOLIDATE

25. DIGITAL EXCHANGES NEED TO CONSOLIDATE

26. DIGITAL EXCHANGES NEED TO CONSOLIDATE

27. THE DAY OF THE SINGLE SCREEN COUCH POTATO IS OVER

28. THE DAY OF THE SINGLE SCREEN COUCH POTATO IS OVER
Consumer activity is simultaneous… are we thinking this way?

29. TOP ACTIVITIES PERFORMED DURING
SIMULTANEOUS SCREEN USAGE
SOURCE: GOOGLE .COM “THE NEW MULTI-SCREEN WORLD: UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOR.” 2012

30. TOP ACTIVITIES PERFORMED DURING
SIMULTANEOUS SCREEN USAGE
SOURCE: GOOGLE .COM “THE NEW MULTI-SCREEN WORLD: UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOR.” 2012
EMAIL IS THE #1
ACTIVITY FOR USERS
ON MULTI-SCREEN!

31. TV BUDGETS AND MULTI-SCREEN ACTIVITY
SHOULDN’T ADVERTISER TV BUDGETS
ACCOUNT FOR THIS?

32. WHEN USERS ARE
ON MOBILE DEVICES,
WHAT IS
THE PRIMARY
CONSUMER ACTIVITY?

33. SOURCE: Edwin Wong, Senior Director, B2B of Strategic Insights, Yahoo!SOURCE: ExactTarget channel study 2012
EMAIL DOMINATES MOBILE ACTIVITY
IN MULTIPLE STUDIES

34. TECHNOLOGY IS EXPANDING CHOICE FASTER THAN CREATIVE

35. FUTURE CONSUMER: THE NTH SCREEN IS HERE TODAY

36. FUTURE CONSUMER: THE NTH SCREEN IS HERE TODAY

37. FUTURE CONSUMER: THE NTH SCREEN IS HERE TODAY

38. CONSUMERS ARE LIVING IN A REAL TIME WORLD!

39. CONSUMERS ARE LIVING IN A REAL TIME WORLD!

40. CONSUMERS ARE LIVING IN A REAL TIME WORLD!

41. CONSUMERS ARE LIVING IN A REAL TIME WORLD!

42. CONSUMERS ARE LIVING IN A REAL TIME WORLD!

43. CONSUMERS ARE LIVING IN A REAL TIME WORLD!

44. CONSUMERS ARE LIVING IN A REAL TIME WORLD!

45. CONSUMERS ARE LIVING IN A REAL TIME WORLD!

46. MEDIA PLANS REFLECT TECHNOLOGY AVAILABLE YESTERDAY

47. LAST CLICK / LAST VIEW:
Rudimentary Attribution Capability
ECONOMETRIC MODELS
“50% of my TV budget is wasted, I just
don’t know which 50%”
MEDIA PLANS REFLECT TECHNOLOGY AVAILABLE YESTERDAY

48. NEAR TERM TECHNOLOGY REQUIREMENTS
Direct to exchange bidding
Access to all exchanges
Profile Server
Global Datawarehouse
Email/Consumer 1:1
Integrated CRM
1
2
3

49. ADVERTISING TECHNOLOGY ECOSYSTEM IN 2020

50. 4 KEY DRIVERS OF THE FUTURE BRAND ADVERTISER
Simultaneous
Consumer Behavior
+
MOBILE SOCIAL
+
TV EMAIL
+
SEARCH DISPLAY
Old and New Ad
Marketplace
PRINT
TV UPFRONTS
DIGITAL
Ad Exchanges
and RTB required
The Nth screen
is here now!
1 2 3 4

51. FOLLOW ME!:
linkedin.com/in/benfox
@benfoxgo
CONTACT ADCONION DIRECT AT:
s a l e s @ a d c o n i o n d i r e c t . c o m