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Andrew Girdwood

A very quick tour of 2014 digital marketing predictions.

Marketing Technology Business

NO SEARCH
28TH NOVEMBER 2013

@AndrewGirdwood

Data
•
•
•
•

DMP – Data Management Platforms
DSP – Demand Side Platforms
Data Exchanges
Client / Vendor / Agency data ownerships

Display: Premium at Equilibrium
• Thinning the difference between premium and biddable
• Agency trading desks in focus
• The impact of botnets

PPC: Automated and Creative
• DSPs and Trading Desks doing more in PPC
• Extensions and Creative more important
• Wait? Is there a conflict between those two?

Who’s running your PPC anyway?
Search or Display?

Performance: Makes a difference
• Affiliates continue their rebrand to Performance
– (In Europe, at least)

• The value of data generated by affiliates
• Shifts in the technology and agency landscape
• Performance Horizon and Impact Radius

SEO: The Link Singularity
•
•
•
•

Questions on Brilliant Basics
SEO is a specialist layer
Publishing
The Link Singularity

Social: Repeated Bifurcation
• Specialisms emerge from social
– Social ads, branded content, customer
service, outreach, community management, et al…

• Closer connections with TV and other broadcast
conversation starters
• Permissions and privacy

Do brands have permission to deliver
better than expected services?

Device Order
•
•
•
•
•

Mobile – first screen
Mobile – your other first screen
TV – second screen
Desktop – third screen
Wearable – fourth screen

Will there be any more device
specialists?

Thank you!

•
•
•

@AndrewGirdwood
+AndrewGirdwood
Email: Andrew.Girdwood@LBi.com

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Linkdex: No search

1. NO SEARCH 28TH NOVEMBER 2013 @AndrewGirdwood

2. Data starts to become rare

3. Data • • • • DMP – Data Management Platforms DSP – Demand Side Platforms Data Exchanges Client / Vendor / Agency data ownerships

4. Alternative to cookies?

5. The “new” Display grows

6. Display: Premium at Equilibrium • Thinning the difference between premium and biddable • Agency trading desks in focus • The impact of botnets

7. We’ve had big changes to PPC

8. PPC: Automated and Creative • DSPs and Trading Desks doing more in PPC • Extensions and Creative more important • Wait? Is there a conflict between those two?

9. Who’s running your PPC anyway? Search or Display?

10. Affiliates is a wise brand’s game

11. Performance: Makes a difference • Affiliates continue their rebrand to Performance – (In Europe, at least) • The value of data generated by affiliates • Shifts in the technology and agency landscape • Performance Horizon and Impact Radius

12. SEO becomes a specialism. Again.

13. SEO: The Link Singularity • • • • Questions on Brilliant Basics SEO is a specialist layer Publishing The Link Singularity

14. Social has become very broad

15. Social: Repeated Bifurcation • Specialisms emerge from social – Social ads, branded content, customer service, outreach, community management, et al… • Closer connections with TV and other broadcast conversation starters • Permissions and privacy

16. Do brands have permission to deliver better than expected services?

17. More and more connected devices

18. Device Order • • • • • Mobile – first screen Mobile – your other first screen TV – second screen Desktop – third screen Wearable – fourth screen

19. Will there be any more device specialists?

20. No search?

21. Thank you! • • • @AndrewGirdwood +AndrewGirdwood Email: Andrew.Girdwood@LBi.com

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