Timotej Gala Sofia, 16.03.2010

1. Reality in onlineadvertising Sofia, 16th March 2010 Timotej Gala, Httpool

2. AGEnda:1. Where are wenow?2. newwaysof marketing3. keytakeaways

3. WHAT IS GOING ON?

4. Evolutionofonlineindustry Standardization Commoditization Complexity

5. Complexity Targetingtools

6. Evolutionofonlineindustry Standardization Commoditization Complexity Ecosystems

8. WHAT IS GOING ON?

9. Media consumption

12. Digitalreality Complexityincreases Massofnichetechnologes/tools Clients DO KNOW! Needforclosepartnershipbetweenagencyandspecialists

13. Challenges? Increaseeffectivness Integraterightchannels Reducemedialoss Open communication

14. Whatcan (should) we do about it?

15. Marketing Drives Conversation Conversation Influences Marketing

16. Vir: www.mlinc.com

18. What do clientslookfor in anagency? Tools and processes that facilitate intra-organizational and client/agency social interaction 2. The ability to help define, engage and foster brand communities 3. A methodology for developing positioning and contact strategies and influencing product strategies relative to the dynamic desires of the brand community 4. An understanding that the agency’s role is one of deep and daily strategic partnership 5. The ability to provide data and insight continuously based on the content, tonality and direction of the brand community’s conversation

19. Whataboutrelationships? The real-time demands of [social media] will inevitably force an increase in real-time client/agency/customer interaction. RightPeople

20. Keytakeaways Complexityofonlineadvertising is increasing Conversation-centric marketing model Partnershipbetweenagencyand “onlinespecialists” Avoidmedialossbyusingofadvancedtargetingtools

21. Timotej Gala Managing Director EMEA Httpool Online Advertising gala@httpool.com www.httpool.com