Presentation at the 2103 Conference of the ICOM - the largest network of independent advertising agencies (60+ countries)

1. Big
Data,
Informa/on
Goods
and
the
Adver/sing
Value
Chain
São
Paulo,
04/16/2013
Marcelo
Cou/nho
Terra
Networks
/
Fundação
Getúlio
Vargas
marcelo.cou*nho@corp.terra.com.br
@mcou*nho

2. Broadcast
was
built
around
the
technological
capacites
of
media
produc/on,
distribu/on
and
consump/on

6. Consumercast:
the
age
of
media
spreadable
around
consumer
needs
and
technological
capaci/es

12. Fonte: The Economist, 5/3/2013
Consumers
now
have
capacity
to
produce,
edit
and
disseminate
content

13. Source:
Nielsen
(US
consumers)
Media
usage
is
increasing
and
shiBing

14. 0%
10%
20%
30%
40%
50%
60%
70%
80%
FR
NO
UK
SE
FI
DE
ES
IT
53%
of
Europeans
are
media
mul/-­‐taskers
Source
IAB
Europe
Mediascope
2012

16. Acesso
a
Internet
simultâneo
à
televisão
Sample:
Argen-na
(600)
/
Brasil
(1000)
/
Chile
(600)
/
Colômbia
(600)
/
Espanha
(1000)
/
México
(1000)
/
Peru
(600)
/
US
(1200)
Simultaneous
use:
Web
and
TV
Main
aVen/on
focus
28
30
28
17
12
21
22
28
35
34
33
33
33
33
37
35
16
17
19
24
25
21
21
22
11
11
14
16
15
17
13
7
10
9
6
9
16
9
7
8
Always
Almost
always
Some*mes
Seldom
Never
55
49
48
49
57
55
50
53
37
44
46
44
35
37
42
39
8
7
6
7
8
8
8
8
I
pay
more
a[en*on
to
the
web
I
pay
the
same
a[en*on
to
both
I
pay
more
a[en*on
to
TV
Base:
usage
of
Web
and
TV
at
same
-me:
Argen-na
(539)
/
Brasil
(914)
/
Chile
(563)
/
Colômbia
(544)
/
Espanha
(844)
/
México
(912)
/
Peru
(557)
/
US
(1109)
Media
usage
and
aVen/on
focus
Source:
Terra
Digital
(Ipsos)

17. AVen/on
is
now
the
scarcest
resource
in
the
economy

18.
“In
an
informa/on-­‐rich
world,
the
wealth
of
informa/on
means
a
dearth
of
something
else:
a
scarcity
of
whatever
it
is
that
informa/on
consumes.
What
informa/on
consumes
is
rather
obvious:
it
consumes
the
aVen/on
of
its
recipients.
Hence
a
wealth
of
informa/on
creates
a
poverty
of
aVen/on”.
Herbert
Simon,
1971

21. Source:
Social
Bakers
(April
2013)

27. Source:
adapted
from
IAB
/
Luma
Partners

28. How
about
Ad
Agencies
Business
Model
?

30. The
Shareholder
Value
doctrine
brought
the
need
for
beVer
marke/ng
accountability

31. Certainly
tensions
have
existed
between
my
Marke/ng
and
Finance
Directors
in
the
past
and
this
is
a
legacy
that
must
be
overcome.
Any
previous
barrier
to
communica/on
can
be
addressed
by
agreeing
a
common
language
about
what
really
drives
value
for
our
business
and
how
we
measure
the
impact
of
marke/ng
against
this.
But
in
this
respect
it
is
just
as
important
for
my
Finance
Director
to
adopt
a
thorough
understanding
of
marke/ng
as
it
is
for
my
Marke/ng
Director
to
apply
rigorous
financial
principles.
Source:
Deloi[e
Marke*ng
in
3D
study

32. “The
Marke*ng
Director
waxes
lyrical
about
the
intangible
asset
of
the
brand
–
and
I
agree
in
the
importance
of
brand
as
a
founda*on
for
growth.
But
we
all
have
to
clearly
demonstrate
what
that
investment
produces
in
terms
of
building
value
in
the
business.
Marke*ng
have
constantly
hidden
behind
a
fog
of
measures
that
are
based
purely
on
tac*cal
marke*ng
ac*vity,
rather
than
solid
financial
metrics
that
are
relevant
to
the
City.
For
years
they
have
kept
me
at
arm’s
length.
This
hasn’t
done
them
any
favours
in
improving
my
percep*on
of
them,
but
has
also
been
to
their
detriment
in
not
learning
or
understanding
how
to
best
apply
financial
discipline
to
their
func*on”
-­‐
CFO
Source:
Deloi[e
Marke*ng
in
3D
study

33. CMOs
are
in
need
of
bigger
efficiency
of
media
spending
42%
45%
48%
58%
63%
Marke/ng
Influenced
Sales
Overall
Sales
Conversion
Rate
Customer
experience
Marke/ng
ROI
5
most
important
measures
to
gauge
marke/ng
success
Source:
IBM
CMOs
Study
2012
(Interviews
with
1.700
Global
CMOs)

35. How to achieve competitive
advantage in this new context ?

36. Spreadable
Media
Business
Model?
Source:
Yume/Frank
Magid
Associates
–
2012
(US)

37. Big
Data
is
about
finding
paVerns
in
data

39.
Big
Data
is
just
data.
It
improves
opera/onal
efficieny,
but
is
not
a
strategy

40.
reach↔
interac*on
↔ dissemina*on
Consumercast
>
Broadcast
screens
Informa/on
Goods

41. Informa/on
goods
are
anything
that
can
be
digi/zed
(books,
movies,
journals,
telephone
conversa/ons,
photos,
etc).
They
can
be
edited,
bought,
shared,
rented
or
loaned
(Hal
Varian)

42. Adver*sing
Informa*on
Goods

43. Smart
data:
the
use
of
Big
Data
to
transform
adver*sing
in
a
informa*on
good
for
consumers
and
adver*sers
Add
value
(consumers)
Reduce
Costs
(clients)
Create
new
reality/change
(society)
Minimize
risks
(clients’
reputa*on)
Source:
adapted
from
Marchand,
Compe*ng
with
Informa*on

44. Adver/sing
as
a
Informa/on
Good
Convenient
Consumer
centric
/
context
A[en*on
saving
Crea/ve
A[en*on
grabing
Allow
/
es*mulate
sharing
Measurable
Across
several
planorms
Linked
to
CFO
goals
and
CIO
capaci*es

45. It
is
not
the
strongest
of
the
species
that
survives,
nor
the
most
intelligent,
but
rather
the
one
most
adaptable
to
change.

46. Big
Data,
Informa/on
Goods
and
the
Adver/sing
Value
Chain
São
Paulo,
04/16/2013
Marcelo
Cou/nho
Terra
Networks
/
Fundação
Getúlio
Vargas
marcelo.cou*nho@corp.terra.com.br
@mcou*nho