We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them.
Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on...
Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.
Looking for new ways to win over those high-potential B2B prospects? Account-based marketing may be the answer. Learn how advances in marketing and advertising technology help you leverage account-based marketing to build affection, relevance and trust to engage your high-potential prospects.
Artificial intelligence and machine learning (AI/ML) present us with novel and efficient ways to solve challenging and persistent problems, particularly when it comes to predictions. Retail, due to its fast moving, trend powered, and fluid nature coupled to an extended logistics chain, relies heavily on making smart predictions. As improvements in AI/ML over the last several years have proliferated, not only in performance advances but deployability, there are exciting openings for experimentation in many domains of the retail value chain
https://runfrictionless.com/b2b-white-paper-service/
Big data covers scale, timeliness, and complexity. Companies that understand how to use it can power sales growth. B2B companies can best use big data to uncover micromarkets.
Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them.
Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on...
Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.
Looking for new ways to win over those high-potential B2B prospects? Account-based marketing may be the answer. Learn how advances in marketing and advertising technology help you leverage account-based marketing to build affection, relevance and trust to engage your high-potential prospects.
Artificial intelligence and machine learning (AI/ML) present us with novel and efficient ways to solve challenging and persistent problems, particularly when it comes to predictions. Retail, due to its fast moving, trend powered, and fluid nature coupled to an extended logistics chain, relies heavily on making smart predictions. As improvements in AI/ML over the last several years have proliferated, not only in performance advances but deployability, there are exciting openings for experimentation in many domains of the retail value chain
https://runfrictionless.com/b2b-white-paper-service/
Big data covers scale, timeliness, and complexity. Companies that understand how to use it can power sales growth. B2B companies can best use big data to uncover micromarkets.
Inboundsys is an award-winning Marketing and Technology (MarTech) company based out of Bangalore, India. We are a Hubspot’s Platinum Solutions Partner Agency, providing all-round technological solutions in marketing and sales automation. We are the most experienced and oldest Hubspot partner agency in India that started in 2012, and since then, have been helping diverse clients and industry domains across the globe by solving their marketing challenges and contributing to their business growth.
Digital Measurement Framework Summary by Martin WalshMartin Walsh
This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.
This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh
Web Marketing & Strategy Audit: What, Why & How? Tim Bourgeois
Web strategy-related expenditures at companies can total as much as 20% of all operational costs at companies nowadays -- when factoring spending on web technologies, interactive marketing, and staffing into the mix -- yet few organizations apply a structured approach to regularly analyzing digital strategy performance and ROI. East Coast Catalyst's Digital Strategy & Marketing Audit helps companies understand their digital strategy expenditures, associated ROI, and identify areas for cost savings and performance improvement. This presentation offers background information on this ECC offering and its components.
In this webinar we divulge our unique approach to video advertising, audience, and campaign planning. We also unpack how to holistically measure your ad campaigns and attribute video conversions with metrics like reach and frequency.
While digital channels continue to gain ground, the ambivalence isn’t gone.
Many of you feel you don’t have the right tools to measure and compare the
ROI of your ad campaigns across all the channels you use.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Loic Le Meur's keynote on the Sharing Economy as he studied the theme for his upcoming conference LeWeb London on June 5-6 http://london.leweb.co video of the talk available at http://www.youtube.com/watch?v=mYvVDXOARWM
ทศพล เมธีธารพงศ์วาณิช (Topic: Impact of New Media on Online Economy)MarketingTanks
Guest Speaker: Thotsaphon Maytheetanpongwanit
Impact of new media on Online Economy
Srinakharinwirot University
College of Social Communication Innovation
16th March 2016
Inboundsys is an award-winning Marketing and Technology (MarTech) company based out of Bangalore, India. We are a Hubspot’s Platinum Solutions Partner Agency, providing all-round technological solutions in marketing and sales automation. We are the most experienced and oldest Hubspot partner agency in India that started in 2012, and since then, have been helping diverse clients and industry domains across the globe by solving their marketing challenges and contributing to their business growth.
Digital Measurement Framework Summary by Martin WalshMartin Walsh
This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.
This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh
Web Marketing & Strategy Audit: What, Why & How? Tim Bourgeois
Web strategy-related expenditures at companies can total as much as 20% of all operational costs at companies nowadays -- when factoring spending on web technologies, interactive marketing, and staffing into the mix -- yet few organizations apply a structured approach to regularly analyzing digital strategy performance and ROI. East Coast Catalyst's Digital Strategy & Marketing Audit helps companies understand their digital strategy expenditures, associated ROI, and identify areas for cost savings and performance improvement. This presentation offers background information on this ECC offering and its components.
In this webinar we divulge our unique approach to video advertising, audience, and campaign planning. We also unpack how to holistically measure your ad campaigns and attribute video conversions with metrics like reach and frequency.
While digital channels continue to gain ground, the ambivalence isn’t gone.
Many of you feel you don’t have the right tools to measure and compare the
ROI of your ad campaigns across all the channels you use.
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Loic Le Meur's keynote on the Sharing Economy as he studied the theme for his upcoming conference LeWeb London on June 5-6 http://london.leweb.co video of the talk available at http://www.youtube.com/watch?v=mYvVDXOARWM
ทศพล เมธีธารพงศ์วาณิช (Topic: Impact of New Media on Online Economy)MarketingTanks
Guest Speaker: Thotsaphon Maytheetanpongwanit
Impact of new media on Online Economy
Srinakharinwirot University
College of Social Communication Innovation
16th March 2016
The new economy is a consumer-to-consumer driven marketplace where consumers choose the information they consume. This creates a challenge for marketers who are trying to promote their companies, organizations or causes. Learn how an inbound marketing strategy can be the answer to today's marketing challenges in this presentation.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Executive summary of a seminar given by Kickframe to a group of Canadian marketers. The focus of the session was providing a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
Confinement during the pandemic has people using social media more than ever. Therefore, this deck was created to inform social strategy and to explain the new opportunities that exist in the social realm to capitalize on increased social use
ClickZ Buyers Forum - Bid management - PPC, Social Media, DisplayClark Boyd
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms. These technologies help business get more from their PPC budgets and to enhance their digital marketing strategies.
Why Digital Marketing Important for our Business.pdfInfyQ Seo Experts
What is Digital Marketing and Why Digital Marketing is Important?
Digital marketing is a platform to take your business online to boost your business and get maximum reach to your desired audience to get more traffic on your website and by that you can get more work and helps to grow your business. Go through this article where i have covered everything related to digital marketing based on my experience and expertise which will help you a lot. so make the best use of it.
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
Programmatic : a brand marketer's guide - Google - 2015Romain Fonnier
Google publie un livre blanc intitulé «Programmatic: a Brand Marketer's Guide». A travers 94 pages, l’étude détaille le programmatique au sein de plusieurs marchés européens et se compose de 5 parties principales, qui représentent les étapes à suivre pour un marketer :
1 - Organiser les insights d’audience
2 - Concevoir des créations pour tous les canaux, notamment avec du HTML5
3 - Exécuter en intégrant la technologie
4 - Atteindre les audiences à travers tous les écrans
5 - Mesurer l’impact
Le livre blanc compile également plusieurs études et reprend des cases studies tirés des solutions technologiques de Google pour toutes les étapes à suivre. «Il s’agit d’avoir une vision globale sur les enseignements que l’on observe un peu partout et d’accompagner les annonceurs dans leur réfléxion, avec une dimension à échelle locale», indique Grégoire Peiron, Head of Media Buying Solutions de DoubleClick.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
[white paper] «Programmatic: a Brand Marketer's Guide» Doubleclik by Googleyann le gigan
>>[white paper] «Programmatic: a Brand Marketer's Guide»
[Doubleclik by Google 23.04.15]
https://storage.googleapis.com/think-emea/docs/article/Programmatic_Guide_Brands.pdf
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
In virtual events, there are four significant facets: the attendees, engaging programs, content strategies and marketing, and revenue management. Starting from attaining an audience, reaching out to the public, delivering quality content to how these efforts increase the ROI- measures the success of an event organizer. Read more https://bit.ly/3wQ2nwv
Interesting study by 140 proof and the IPG Medialab about how people actively manage theirs social profiles across multiple platforms.
To better understand why people choose to maintain profiles on multiple networks and the implications of this behavior for marketers, they executed a combination of quantitative and qualitative research. With their research partners, they fielded surveys, collected personal diaries, and conducted one-on-one interviews. Where possible, findings were cross-checked against relevant data from Pew Research Center and comScore.
And for more interesting news about emerging media and technology head over to ipglab.com.
Interesting read from our IPG Medialab about how stickers are serious business.
- They create a revenue stream that is easily integrated into mobile campaigns.
- They are social currency that increase brand awareness
For more information about latest media and technology trends head over to www.ipglab.com
Facebook’s $19 billion purchase of WhatsApp solidified 2014 as a breakthrough year for messaging apps, but what role can brands and media owners play in the conversation? The answer lies in understanding a fragmented industry landscape dominated by a few key players with strikingly different philosophies, product offerings, and geographic and demographic strongholds. If you think apps are just a cheaper way to text, you’re missing their potential: they’re content portals enabling 1:1 interaction with friends and fans.
After extensive research and first-hand experience launching a One Direction campaign on Kik, the IPG Lab has produced a comprehensive white paper to help marketers navigate the evolving messaging space. In this report, they’ll explore how the battle for messaging app dominance is likely to unfold, and take a closer look at the ecosystem, case studies, and best practices to understand what brands and media owners need to know to succeed in this new frontier of social media.
For more news about emerging media and technology head over to www.ipglab.com.
2014 IPG Medialab trends and outlook for AutomotiveThorsten Linz
Here is another great deck from the IPG Medialab with their take on automotive as a media channel and a life application. It is definitely worth a read. For more inspiring technology news go to their website under www.ipglab.com
My colleagues from the IPG Medialab in NYC did again a fine report on the latest trends in mobile from this years Mobile World Congress in Barcelona Spain. It is definitely worth a read. For more inspiring technology news go to their website under www.ipglab.com
NRF is the National Retail Foundation, the world’s largest retail trade association. Every January, they put on “Retail’s Big Show”, a conference and exposition centered around
“all things retail”.
The Lab summarized the most interesting and upcoming technologies. For more information about the IPG Medialab head over to ipglab.com.
The story so far in social networking has been the incredible growth in the numbers of people using them. But Wave 6 shows that in the future the biggest impact will come from the increasing amount of time people are spending on them. Social networks are now legitimate rivals to all forms of media and will continue to have a huge effect on online consumption in particular.
Consumers are continuing to move away from increasingly siloed brand websites, viewing it as a one dimensional experience compared to that offered by social media. Brands will need to reach out to consumers in the social spaces if they are to connect online.
Attachment to social networks is stronger than ever, with over 40% of people saying they are worried about missing out if they don’t visit their social network. As a result users are fully prepared to share their data in return for the benefits they bring.
Social experiences deliver very clear value to brands. Understanding the social experiences the consumer wants AND which of these experiences deliver the brand’s marketing objectives is the key to unlocking this value. This is an important part of making social media a legitimate platform for brand development.
Despite the reluctance of many companies to discuss problems, particularly in social media, our research has shown that actually responding to a customer’s issues is one of the most powerful social experiences a brand can deliver. In the future social CRM should be a fundamental part of any brand’s communication strategy.
The consumer has many devices through which they can interact with a brand digitally but not all of these devices are a suitable environment for every experience. Tablets and smartphones, for example, have very different strengths. Marrying the right experience to the right device is key to creating a compelling social strategy.
Wave is the world’s largest and longest running social media study. Covering 65 countries with Wave 7 it represents the views, needs and behaviors of more than a billion of the world’s most influential internet & social media users.
Please go to http://wave.umww.com for further insights where you to do your own Wave analysis about the social media topics you are interested in.
Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate.
A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space.
There is huge demand for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.
The rapid rise of portable technology has forever changed the world we live in. The mobile phone is the world’s largest Internet, computing and communications platform with 2.3bn users; Laptops have overtaken desktops as the PC of choice; the iPod has sold 100m units and a whole wealth of mobile media technologies such as portable
video players are on the cusp of going mass market.
The emergence of these portable platforms has happened in tandem with the massive growth in social media, creating a proliferation of content such as video clips, digital photos, games, podcasts and
vodcasts that can be downloaded or transferred to portable devices and consumed in an out-of-home environment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
2. Page 3
Table
Of Contents
Supply
Pervasive consumer connectivity
generates tons of new data for targeting
We are in the midst of the next great transformative era
in the media business. The digital age, supported by
drive client business results, and less time on chasing
new opportunity to be more precise, more efficient, and
proposals, units, and invoices.
Demand
more effective with our clients’ media investments.
And, as we move toward automation, toward better use
Programmatic trading, born out of necessity to harness
of our people’s time, and toward better use of data and
Programmatic activity of all types
now permeates digital media
the explosion in display inventory along the digital long
technology, we create an opportunity where EVERYONE
tail, has blasted open the door to new ways of thinking
can win. Let’s break out of the zero sum game between
about media...
agencies, clients, and media owners and seize this
06
to spend more time on high level custom solutions that
data, technology, and predictive analytics has created a
Page
We want agencies staffers, clients, and media owners
Media Economy Report Vol. 04
Building
the
Future
New ways of reaching and influencing them at critical moments.
New ways of discovering the 50%
of advertising that works, and avoiding the 50% that doesn’t.
opportunity to all grow together.
Marketers: Better understanding of customer behavior
and improved ROI with less waste.
New Value Drivers
Timing is becoming and increasingly important
aspect of reaching receptive consumers
Page
Media Owners: Better understanding of their viewers
16
24
with improved yield through audience optimization.
Agencies: Time freed up for higher-value activity and
increased opportunity to be compensated based on
CONCLUSION
results instead of FTE hours.
Insights for a competitive
advantage
Thank you to the dozens of real live humans that
contributed to this report on data and the improved
past two years in digital are now available to improve and
processes it creates. I hope that all of us, human and
to transform ALL transactions across the traditional and
machine, can work together this year to drive the
the digital landscape. Not only to make our media work
media business forward.
harder, but also to eliminate the low value, manual pro-
Best,
cesses that still dominate the current media work flow.
Todd Gordon
34
EVP, US Director
Demand
Strategies and technologies that have come of age in the
Page
New Value Drivers
New ways of identifying who
your customers are.
Page
Supply
MAGNA GLOBAL
3. Media Economy Report Vol. 04
Page 5
Big Data Does Not
Mean Smart Data
Past behavior is a better predictor of
future behavior than age or sex.
Traditional
Approach
Nuanced
Approach
Beginning with Demographic
Begin with Objective, e.g. sell more units
01
age
First Layer – begin with clear behaviors of likely
buyers, e.g. visited website, searched for product, etc.
sex
02
Algorithms and machine-based
learning uncover previously
unrecognizable patterns
New Value Drivers
income
Pitfalls
Assumes all women with these characteristics behave
Disregards males that may be in market for your product
or service
Decision based on opinions about what will drive
business rather than demonstrable indicators
Smaller, more targeted
audience most likely to buy
Supply
Demand
the same
4. Page 7
Media Economy Report Vol. 04
Supply
Traditionally, “supply” has simply referred to the potential audience available
to see an ad message. However, constant connectivity has created a doubleedged sword that both challenges our ability to capture consumer attention and
generates a host of new data points with which to identify receptive audiences.
“Opportunity to see” is no longer enough—“likelihood to notice,” and ultimately,
“likelihood to purchase” are the characteristics we are striving for.
1. Aligning data from across the behavioral spectrum—from media exposure
to sales results—creates a robust targeting methodology that drives better
decision making in national TV trading.
2. Moving from ratings to impressions in local TV trading will not only create
additional supply, but enable more automated transaction processes.
5. For some categories, contextual targeting may actually be better at driving
online conversions than behavioral targeting.
New Value Drivers
to combine detailed behavioral data with contextual targeting.
Demand
4. In online media, the vast number of audience interactions allow marketers
Supply
precise targeting locally.
Key Takeaway
3. Impressions-based transactions will also create the opportunity for more
5. Page 9
Media Economy Report Vol. 04
Audience Measurement
Platform (AMP)
AMP pinpoints the relationship between TV
and digital ads by media type and the resulting
business outcomes.
MAGNA GLOBAL's Custom
Data Stack
Search
Identifies audiences and media
strategies that deliver results
Sales
TV Ads
for our clients.
Digital leads
01
Brand Perception
Change
Digital Ads
Effectiveness
Planning
& Buying Tools
Case Study
IPG Mediabrands Client
Measurement &
Optimization
And in addition to measuring more traditional TV ad
campaigns, AMP is able to track custom integrations and
04
sponsorships.
02
In Show Integration
107
149
477
20
143
142
294
46
123
147
187
51
Sponsorship
169
145
997
12
Stunted Programming
Block with Sneak
Peek
163
159
281
31
Total
138
148
333
160
Buying
03
Going beyond traditional age and sex demography to
measures resulting brand outcomes. MAGNA GLOBAL’s
identify receptive consumers is the first step in an
Audience Measurement Platform accomplishes this
enhanced national TV planning and investment process;
by incorporating cost, observed media behavior, brand
one that follows the same targets through exposure and
health metrics, verified ad exposures, and sales data.
In Percent – Q3 2012 thru Q1 2013
indices
New Value Drivers
Number of
Integrations
Demand
Purchase
Intent
Sneak Peek
Programmatic
Lift in
Video Views
ROS Vignette
Cross-platform
reach and affinity
Lift in
Awareness
Supply
Promotion type
6. Page 11
Local TV trading
Media Economy Report Vol. 04
Local television inventory has long been traded on ratings, but
fragmentation has reduced the average rating size, rendering them
unstable and unpredictable. Moving to impressions-based trading
would accomplish the following:
3. Enable more precise tar-
1. Create additional supply by
turning tiny, fickle percentages
geting when combined with
into hard numbers that can be
additional qualitative data.
aggregated.
1
Target Consumer Forecast
and Plan Optimization
Automated Execution
and Management
3
Campaign
Optimization
4. Feed into new, more efficient
2. Make local TV more comparab-
buying processes for both
le to other media.
Ingest target data
Impressions reporting
Insertion, verification, and invoicing
Adjustment of creative
37.1
Forecast
34.8
29.6
29.5
35.3
34.7
38.2
Segment creative
and goals
48.9
37.7
Place one multi-market execution
Confirm schedule and impressions
broadcast and cable inventory.
49.5
2
Generate schedule
and schedule
Export data
Ingest CPMs and adjust
DF
Low Rated Half Hours vs. Total Half Hours
CHI
Provide recommendation
BO S
NY
Increase in Available Inventory Using Impressions
WideOrbit for
Local Broadcast
Programmatic Buying
Platform
Reach
DF
CHI
NY
BO S
US
Buy
Directly connects agencies
agencies
Efficiency
up to
with 75% of US TV stations
Enables data-driven targeting to optimize buying
Provides a CPM-based model
efficiency and consumer reach
that allows agencies to buy
Delivers real-time analytics that provides audience
insight and enables on-the-fly buying optimization
DMA s in %
across markets
62
%
Buying process
reduction
Demand
LA
New Value Drivers
97
Supply
LA
7. 11
My media buyer agency
recommended it
0
35
25
using one type alone
Another partner (such as
21
In Percent
a search agency, portal or
50
35% of advertisers are using
4. Increased focus on private marketplaces to augment open auction
59
recommended it
23%
2. Use both display and video formats
3. Exclude below-the-fold impressions
My DSP or trading desk
their programmatic buys on
1. Maximize share-of-voice using
contextual targeting in addition to
audience targeting,
2. Prove value of display ads
in driving results
Investment Mix
23%
20%
34%
Predictive
Targeting 1
Contextual
Targeting
Behavioral
Targeting
Re-Targeting 2
1 Anticipating actions based on previous behavior
2 Leveraging cookie pools built from
company website
network)
contextual targeting in
Tactics
1. Drive lowest possible cost
per action
Leading
Reasons for
Buying
Greater accuracy than
%
Goals
17
Higher performance than
using one type alone
75
Page 13
Case Study: Major Real Estate Company
Using DoubleClick Bid Manager
Media Economy Report Vol. 03
Online Programmatic Goes
Beyond Audience Data with
Contextual Targeting
Google’s DoubleClick Bid Manager platform.
%
Result
0,12
Contextual drove the highest
Note: n=141 interactive marketers who combine contextual and audience targeting; numbers may
not add up to 100% due to rounding. Source: Forrester Consulting, "Display Media Buyers Value
click-through rate – at a cost-
0,10
0,08
0,06
0,04
havioral or predictive targeting.
Audience in Context"commissioned by Google, Sept. 18, 2012
per-action 50% lower than be-
0,00
0,02
Contextual
Re-Targeting
Predictive
Behavioral
Combining tactics (audience + contextual) can drive better results across
the marketing funnel, and can be utilized across formats (display, video),
Interest
Intent
Remarketing
Keyword-contextual
Based on the specific topic a
user is reading on a web page
Interests
Based on online
browsing activity
Category-contextual
Based on the content category of the web page
Remarketing
Re-engage based on
previous engagements
Language settings
Of the browser
Female 18-24
Female 18-24
Female 18-24
Tennis enthusiast
Awareness
Female 18-24
Read tennis
racket reviews
Added tennis
rackets to cart
Purchase & Loyalty
Environment
How the ad renders
based on user’s device
Demand
Demographic
Age, gender, income
level, geography
Other
Lookalike modeling, onlineto-offline, time of day
Location
Increased precision
Supply
Demographic
Intent
In-market for products or services
CONTEXTUAL
New Value Drivers
BEHAVIORAL
screens, and inventory types (open auction or private marketplaces).
8. approach, one in which customer behavior and preference data determine the content and timing—and
action. This is why you see most executives looking
delivery channel—of marketing messages. Marke-
for use cases to help them to identify the low hanging
ting campaigns should be cohesive: content should
fruit. Once companies see results, it helps create a
be versioned and distributable across multiple
data-driven culture.
channels. Marketers should collect holistic data profiles on consumers, including channel response and
It wasn’t too long ago when marketers thought the
Holy Grail would be a corporate data warehouse.
Back then data systems were fairly new and users
didn’t know quite know what they wanted. IT was
How should marketers think about approaching big
Head of Business Development
operating under the adage “build it and they will
data and integrating it into their operations?
come.” Eventually users understood what an ana-
1. Start small. Identify the top three areas of high
MAGNA GLOBAL
MasterCard Advisors
Author of Partnering with the CIO
(Wiley, 2007) and Big Data Big
Analytics (Wiley, 2013)
lytical platform was and worked together with IT to
define the business needs and approach for deriving
insights for their firm.
cheaper), mobile computing (that smart phone or mo-
In today’s Big Data Age there is an interactional
Big data is the next generation of data warehousing
bile tablet in your hand), social networking (Facebook,
model between various companies, creating more
and business analytics and is poised to deliver top line
Foursquare, Pinterest, etc.), and cloud computing
social collaboration beyond your firm’s walls. This is
revenues cost-efficiently for enterprises. The grea-
(you don ’t even have to own hardware or software
the only way marketers can cope with the major shift
test part about this phenomenon is the rapid pace of
anymore; you can rent or lease someone else ’s).
in today’s consumer.
2. A perfect data storm. Volumes of transactional data
Today’s consumer has new options that better fit
we’ll be in just two years and definitely not where we’ll
have been around for decades for most big firms, but
their digital lifestyle. They can choose which marke-
be in a decade. This new age didn’t suddenly emerge.
the flood gates have now opened with more volume ,
ting messages they receive, when, where, and from
It’s not an overnight phenomenon. It’s been coming for
velocity, and variety— the three Vs. This makes it ext-
whom. They prefer marketers who talk with them, not
a while. It has many deep roots and many branches. In
remely complex and cumbersome with current data
at them.
fact, database marketers were pioneers of big data back
management and analytics technology and practices.
The linear concept of a traditional funnel, or even a
in the 1960s!
3. A perfect convergence storm. Traditional data
succession of lifecycle “stages,” is no longer a useful
So why does it seem to be a hot topic now?
management and analytics software and hardware
framework for planning marketing campaigns and
There are three main reasons:
technologies, open-source technology, and commo-
programs. Today’s cross-channel consumer is more
dity hardware are merging to create new alternatives
dynamic, informed, and unpredictable. While using
for IT and business executives to address big data
a lifecycle model is still the best way to approach
analytics.
marketing, today’s new cross-channel customer
1. A perfect computing storm. Big data analytics are the
natural result of four major global trends: Moore ’s
Law (which basically says that technology always gets
potential impact.
2. Make sure your advertising team is fully leveraging
your direct/database marketing analytics talent.
3. Seek big data use cases from your peers—even if
they are in different industries.
4. Hire or consult some data scientists and engineers
that understand the “open source” technology
world. It’s amazing how much analytics innovation
is happening on a daily basis- and it’s free!
5. Create an R&D or lab function where people are
100% focused on testing new big data approaches
that can be implemented. It’s too hard to do it
with 10% of someone’s time.
New Value Drivers
Information Services
innovation and change; where we are today is not where
into account channel preferences.
Michael Minelli
Research & Analytics
What’s your definition of big data?
and more. Segmentation strategies should now take
6. Leverage the big data vendor community. They
often will put some skin in the game if you treat
them like a partner!
7. Make sure you have a good working relationship
Demand
EVP
preference data, social footprint/area of influence,
with your technology colleagues—they need to be
an integral part of the team.
Photo: David Sundberg/ESTO
Supply
Keith Camoosa
Page 15
channel consumer demands a more nimble, holistic
How has big data & analytics changed marketing?
A
at a moment’s notice. Marketing to today’s cross-
people, technology tools, and most importantly pro-
and providing the ability for turning the insights into
&
Marketers must be ready with relevant marketing
value from “big data”. This “lens” is a mix of smart
per direction from management on where the focus
Q
annoyed, vocal, or quiet at any given moment.
In general, I see “smart data” as the lens to deriving
Partner
Perspective
is online, offline, captivated, distracted, satisfied,
data?
Media Economy Report Vol. 04
Do you make a distinction between smart data & big
9. Demand
Advertisers are no longer approaching programmatic as a segment of their
Page 17
Inventory that is easily standardized is quickly auto-
by machines. This integration pyramid will be mirrored
anything in a commoditized size will be bought and sold
in other media as programmatic methods encroach on
primarily by machines in the not-too-distant future.
for programmatic dollars, both real time and automated.
ted, other aspects of the transaction will be managed
campaigns will always require human stewardship,
and brands are demanding that media owners make their inventory available
Even at the high end where creative can’t be automa-
mated. While high-touch sponsorships and customized
overall strategy; data and targeting permeates all aspects of digital planning,
Media Economy Report Vol. 04
Digital formats
Migrating to
programmatic
traditional ecosystems.
1. Programmatic spend no longer refers only to real-time bidding (RTB);
audience targeting now occurs via both real-time and non-real-time
methods, and as a result advertisers are accessing more and more premium
data-enhanced inventory.
2. Global growth in digital programmatic trading was nearly 60% in 2013, and
will continue at nearly 40% this year.
Customized & ‘native’
campaigns
targeting tool; programmatic brand advertising is becoming more popular,
and is measurable with today’s suite of campaign tools.
5. Long term growth of advertiser spend will depend on the availability of data
in emerging markets.
Premium formats are starting to be
Premium
formats
display advertising that will remain largely
untouched by automated buying mechanisms.
transacted programmatically. Little of
03
it will be fully RTB, at least at first.
Within 5 years in the US
(a bit longer elsewhere) the
Mid-tier
inventory
02
overwhelming majority of
non-premium inventory
will be transacted
through programmatic, primarily
Remnant
New Value Drivers
4. Advertisers aren’t only thinking about programmatic spend as a direct
Key Takeaway
rapidly increase as the ecosystem expands globally.
04
through RTB.
inventory
01
Demand
programmatic fashion, the number of advertisers trading in this way will
Non-standard campaigns are the only form of
Supply
3. While only the largest digital markets are already spending in a
10. Page 19
Global Programmatic spend
While ‘programmatic’ was 2013’s marketing buzzword of the year,
Media Economy Report Vol. 04
Definition/Scope
Global Programmatic Spend ($bn)
the term itself has been used in various ways since its inception and
continues to evolve. To us, the difference between RTB and non-RTB
30
(automated) transactions within programmatic can be recognized by
30
whether the transaction is …
30
01
RTB
NRTB
20
03
Dollar
2.8 $
0
2012
China
17.6 $
15.2 $
12.6 $
9.9 $
7.5 $
4.8 $
Japan
United States
2013
2014
2015
2016
2017
Global Programmatic Market Share
2011
80%
80
Targeting specific demographic groups or behavioral
groups while being vendor-agnostic and content-agnostic...
70
60%
60
05
United Kingdom
7.6 $
4.5 $
90
04
Germany
12.1 $
2011
Capable of adressing discrete impressions as opposed
to packages of impressions, in a cost efficient way...
Australia
16.7 $
15
Integrated with, and empowered by, media usage and
consumer data...
France
22.1 $
10
02
Netherlands
27.7 $
25
Driven by advanced technology and streamlining the
traditional mediabuying workflow...
Spain
33.3 $
59%
2012
2014
2015
2016
2017
56%
52%
50
Can be bought in "real-time", allowing feed-back loop
and continued adjustment in campaign settings...
2013
40%
40
33%
3o
31%
23%
20
Matches demand and supply from multiple vendors and
multiple buyers through bidding mechanisms...
10
%
06
0
United States
Netherlands
United Kingdom
France
Australia
Japan
Germany
Spain
China
Ecosystem
1
1
0
0
1
1
Agency
Desks
0
1
0
1
1
0
1
1
1
0
1
1
0
1
0
0
0
0
DSP's
0
0
1
1
0
1
0
1
0
0
0
1
0
1
0
0
0
1
1
1
0
1
1
Advertisers
0
0
1
1
1
0
1
1
0
0
Demand
0
0
0
1
1
1
Supply
0
0 1
1
0 1
0
1
0
0
0
1
New Value Drivers
Data Providers
Exchanges
Publishers
11. Page 21
Many networks and cable
operators are hesitant to make
their inventory available on
automated platforms.
Radio
The ecosystem to implement
non-real time programmatic
processes is already far along
in its development.
There is significant transactional infrastructure in place that
will take time to evolve.
The tech infrastructure for
hyper-targeting isn't widespread on digital radio, so it is
largely limited to demographics
by station for now.
Digital radio already has
enough measurement in place
to show the value of each ad
and therefore the value of programmatic efficiencies can be
seen quantitatively.
Radio ads can be sold in real
time as well as cross-channel,
making it attractive as a part of
broader ad campaigns.
Digital OOH is not a common
existing element of most campaigns; programmatic dollars
will have to grow organically
and won't have much existing
spend to cannibalize.
Out-of-Home
Digital OOH inventory can be
updated in real time (and potentially, in the future, depending on who is observing).
The ecosystem is already
developing with solutions like
Vistar and Vukunet. Even before
exchanges develop, programmatic direct will be offered.
Radio only represents 7% of total spend globally so there isn't
nearly the same drive behind
programmatic development as
there is for television.
Digital OOH inventory is unique
so it's difficult to set standardized inventory types on which
to bid. Location data will have
to be very specific to give context to impressions.
New Value Drivers
The most money is spent in
television, therefore the greatest gains are available from
increases in efficiency.
Demand
TV
Media Economy Report Vol. 04
Inhibitors
Supply
Drivers
Programmatic for
traditional media
12. Page 23
Media Owner
Perspective
this approach will explode creativity in the
marketplace and enable agencies, advertisers
and publishers to focus on driving unprecedented client value and the most engaging user
experiences.
What proportion of your advertising sales are
Media Economy Report Vol. 04
wanted to be involved. We firmly believe that
you expecting to be automated in one year, in
three years?
It’s an interesting question for us because we
actually use the same platform to operate our
managed services business as our clients use
Q
&
A
as self-service programmatic tools. So I guess I
would say 100% of our business will continue to
be run using programmatic/automated tools.
Can you comment on the drivers and obstacles
for mobile and video inventory on the road to
automation and programmatic?
The primary driver is consumer behavior, for
both mobile and video. No one in our industry –
Vincent Letang
EVP, Director
of Forecasting
Bob Lord
brands, agencies or publishers – can afford to
CEO of AOL
ignore the dramatic movement by consumers to
Networks
multi-screen and video consumption. Obviously
MAGNA GLOBAL
as these trends continue, inventory constraints
will lessen, but the real issue is making sure the
platforms buyers use can access and analyze
from an inventory and screen-agnostic view.
brands scale across all screens and formats to solve
programmatic and automation following the AOL
real business problems. And I believe we’re at the right
Programmatic Upfront of September 2013?
place at the right time given the structural and econo-
So we are very bullish on achieving our goal of moving
mic pressures digital is putting on the advertising and
the conversation around programmatic from remnant
media ecosystems.
fourteen cities have participated since. We’ve seen over
$50 million in commitments thus far so I feel very good
that we are changing the agency media model in realtime. We have worked very hard to refocus our teams
and technologies on platforms that help agencies and
What prompted your decision to join the MAGNA
Consortium on automation?
We continue to have tremendous respect for IPG Mediabrands and MAGNA’s leadership in a move to automating
Demand
attended the Upfront and over 300 additional clients in
the processes that can and should be automated to
drive more client and agency value. It was a very quick
decision once we heard the focus as to whether we
Supply
RTB to automation and efficiency. Over 650 people
New Value Drivers
Can you give us a sense of your inroads into
13. Page 25
Media Economy Report Vol. 04
New Value
Drivers
As technology and data speed have improved, timing has become increasingly
important as a component of successful targeting. Relevance can hinge not
only on when the message is delivered to the consumer, but on the cadence of
subsequent communications.
1. Consumers are twice as likely to interact with online ad content
when it is delivered in real-time.
2. Incorporating real-time content into online display ads improves
brand favorability and purchase intent.
3. In a multi-screen campaign, the shorter the interval between TV and
their needs based on passively collected data.
New Value Drivers
5. Many global internet users are in favor of their devices anticipating
Demand
responses to the brand.
Supply
4. Sequential messaging across TV and online also improves positive
Key Takeaway
online ad exposures, the more memorable the messages will be.
14. Page 27
Consumers 2x as Likely to
interact with content when
it is real-time
Ad Recall By Time
(TV + Online)
Media Economy Report Vol. 04
Timing
Matters
A recent collaborative research study between the IPG Media Lab and multi-screen
audience aggregator Collective demonstrated that closely timed exposures across tele-
Real -Time Ad
Non Real-Time
vision and online generated significant bumps in ad recall and key brand metrics.
Interactions with Intent: % of viewers who actively
and intently engage by:
%
01 Rolling over ad for min of 0.5 seconds
100
85%
80%
90
02 AND conducting a min. of one positive action
(e.g. expand, click-through, play video, etc.)
71%
80
24%
70%
67%
63%
70
60
48%
42%
50
27%
37%
35%
40
32%
30
20
Aided Ad Recall
10
Unaided Ad Recall
12%
12%
Total Audience
Da
y
7+
Da
y
7
3-
1
-3
Da
y
Da
y
1
tPa
r
Da
y
in
ith
W
Se
qu
Da
y
en
Pa
r
tia
t
l
0
Multi-Screen Plans Have Most
To Gain From Condensed Timing
In-Market Audience
Gain In Metric With Sequential Exposures
60
50
60%
68%
40
69%
58%
30
20
Real -Time Ad
10
Non Real-Time
Brand Favorability
Purchase Intent
TV Only
TV + Online
Unaided Ad Recall
+3%
+12%
Aided Ad Recall
+12%
+21%
Overall Favourability
0%
+4%
Likelihood To Recommend
0%
+9%
Purchase Intent
-1%
+10%
Demand
70
Supply
80
Source: IPG Lab/AOL Study: The Power of Real Time
%
New Value Drivers
(Sequential Exp. Minus 7+ Day Exp.)
Incorporating Real-Time Content
Into ads Drives Favorability & Intent
15. Anticipatory
Computing
The idea of targeting in real-time is to create a mutually
passively collected data streams like sound and location
beneficial scenario for the brand and consumer—you’re
to proactively provide information. It is already being
offering something they need. But what if you could anti-
used in some mobile apps, and a survey of global internet
cipate those needs before they even arise?
vealed that many are ready and willing for their devices to
rather than waiting for the user to make a query, uses
anticipate their needs and recommend new experiences.
Page 29
users performed in collaboration with Microsoft has re-
That is the promise of anticipatory computing, which,
“I like devices and services that
provide me with recommendations
that are based on my previous behaviour online and are provided on
regular basis.”
Media Economy Report Vol. 04
“I love digital devices and services
that provide me with new recommendations or content at the moment
when I need them without me actively
seeking them out."
Global Internet Users –
“I expect technology to introduce me
to new and surprising experiences”
31%
20%
i
Source: IPG Mediabrands/Microsoft, “The Future Laboratory,” May 2013
Q23. “Which of the following statements best describes your attitude to how you discover things using technology?”
38%
“I expect brands to
know me and offer me
something I didn’t even
know I wanted”
30%
12%
28%
29%
e
gre
isa
N
e
gre
er A
h
eit
D
nor
ee
agr
Dis
ly
ong
Str
ee
agr
Dis
Strongly Agree
Agree
Source: IPG Mediabrands/Microsoft, “The Future Laboratory,” May 2013
Q22. “I expect technology to introduce me to new and surprising experiences that are
uniquely tailored to me and that feel like coincidences”
41%
31%
New Value Drivers
7%
ee
Agr
20%
Neither Agree nor Disagree
Disagree
Demand
o
Str
5%
15%
8%
e
gre
yA
ngl
6%
13%
Strongly Disagree
Source: IPG Mediabrands/Microsoft, “The Future Laboratory,” May 2013
Q29b. And still thinking about the brands or services that you interact with on a day- to -day
basis, on and offline, to what extent do you agree with the following statements
Supply
17%
“I am much more likely
to buy a product or
service from a brand that
delivers pleasantly
surprising experiences”
16. Page 31
Media Economy Report Vol. 04
Start-Ups
to Watch
The explosive growth of connected media
devices in consumers’ hands and the resulting
data they provide has created numerous paths
to better targeting. New companies with
different ideas on how to harness that
information are cropping up all the time.
What it Does - Sticky uses
What it Does - Vistar uses
What it Does - Triple Lift powers
eyetracking technology to
mobile location data to inform
native visual ad content at scale
measure attention on display
OOH buys that can be bought
by automatically reformating
advertising to provide insights
programatically
image assets to match the look
and feel of publisher's sites
and marketing accountability
Ad Experience - Premium
Ad Experience - Digital Out of
Ad Experience - Native Visual
display ads
Home
Ads similar to Pinterest
Marketing Objective -
Marketing Objective - Awareness
Marketing Objective - Build
Brand Image, Awareness,
Accountability & Measurement
Conversion
What it Does - Perch marries
What It Does - Placed is a location-
real customer data into video
motion-sensing cameras,
driven consumer insights and
to create personalized content
software and a projector to
mobile ad intelligence service.
rendered on the fly
detect product interaction at
They measure billions of location
shelf that can inform in-store
data points across the U.S.
displays
using an opt-in panel of 100,000
video typically delivered via
participants
Ad Experience - In store media
displays using a projector
Marketing Objective - Educate,
Build Relationship, Sales
Ad Experience - Survey questions
via mobile app
Demand
email
Marketing Objective - Sales
Marketing Objective Measurement & Attribution
Supply
Ad Experience - Personalized
New Value Drivers
What it Does - Idomoo integrates
17. Page 33
Media Economy Report Vol. 04
Agency Perspective
Direct response advertisers have generally adopted
programmatic buying. What about brand advertisers?
What is the agency's role in an increasingly data-driven marketplace?
Brian Hughes
Forrester Research appropriately labeled this dynamic the "Splinternet"
Analysis Practice
Lead at
MAGNA GLOBAL
inventory (at the impression level) and near real-time measurability
and, as such, aligns very well with their marketing goal and
in a 2010 report. Consumers engage with content and advertising across
a wide spectrum of paid, owned, and earned media channels. These
changing media consumption habits have resulted in an underlying
media buying ecosystem that is constantly evolving, highly fragmented,
Direct response advertisers were quick to adopt programmatic
because it provides an unprecedented level of choice over
The Internet continues to expand and fragment at a rapid pace.
SVP, Audience
Brian Hughes
Neeraj Kochhar
priorities. However, brand advertisers are starting to realize
Neeraj Kochhar
that programmatic management of individual exposures, via the
EVP, Managing Director
Programmatic at
use of first-and-third-party data and other indicators such as
MAGNA GLOBAL
content and context, has the potential to drive highly personalized
and massively complex. Targeted reach at scale while theoretically
communications at scale in the right environments. We are
achievable, hinges on the proper utilization and intersection of data
beginning to see a healthy increase in brand spend and I expect this
(huge amounts of it) and technology. So, agencies are now in the data
to continue and grow throughout 2014.
and tech business just as much as they are in the intelligence and
investment business. The agency’s role, in my opinion, has never been
more important. Agencies need to insulate marketers from the complex
underlying circuitry involved and establish an agile programmatic
Does scale matter in programmatic?
buying capability – with investments in talent, proprietary insights, and
technology partnerships – to power highly targeted conversations with
Brian Hughes
customers across devices and channels. It’s not a trivial undertaking by
Absolutely. Swaths of premium inventory are not currently
available on the open exchanges. The combination of scale plus
any means and a massive opportunity for agencies.
programmatic buying means that we can continue to bring leverage
to bear on our deals with premium publishers at the macro level yet
Neeraj Kochhar
extract maximum value by applying programmatic techniques at
What is the biggest challenge to more widespread adoption
the micro individual exposure level.
of programmatic buying?
There is no overarching agreement in the industry regarding the
Is programmatic really this transformative force that many
definition or scope of programmatic. Programmatic has, for
in the industry suggest?
many, come to represent remnant inventory, distressed CPMs,
and strictly direct-response tactics. This simplistic association
New Value Drivers
Brian Hughes
Neeraj Kochhar
Brian Hughes
Yes. Well, that’s my personal opinion and I guess you can say that I’m
programmatic as the unprecedented opportunity to drive targeted
biased! As Stephen Baker, technology journalist, said in a post in the
reach at scale through the use of data and technology across all
New York Times about a related topic:
classes of inventory. So, in that sense, programmatic has a brand
“The Impact of new technologies is invariably misjudged because we
problem! The good news is that programmatic is very much in its
measure the future with yardsticks from the past.”
Neeraj Kochhar
Demand
has understandably left the sell side wary. The buy side views
the potential transformative power of programmatic buying.
Supply
infancy. I’m very optimistic that we can work together to fully realize
18. Page 35
1. Consumers are twice as likely to interact with online
ad content when it is delivered in real-time.
Contributors
Brian Hughes @bhughes_magna
Supply
Demand
1. Aligning data from across the behavioral spectrum—
1. Programmatic spend no longer refers only to real-
from media exposure to sales results—creates a
time bidding (RTB); audience targeting now occurs
robust targeting methodology that drives better
via both real-time and non-real-time methods, and
decision making in national TV trading.
as a result advertisers are accessing more and more
New Finding: Past behavior is a better predictor of
premium data-enhanced inventory.
future behavior than age and sex.
New Finding: Non real-time processes will make
2. Moving from ratings to impressions in local TV
premium publishers more comfortable with doing
trading will not only create additional supply, but
business programmatically.
enable more automated transaction processes.
2. Global growth in digital programmatic trading was
New Finding: Inventory may increase by more than
nearly 60% in 2013, and will continue at nearly 40%
30%, depending on the market.
this year.
3. Impressions-based transactions will also create the
New Finding: By 2017, the digital programmatic spend
opportunity for more precise targeting locally.
across nine major markets will exceed $33 billion.
New Finding: Overlaying impressions with qualitative
3. While only the largest digital markets are already
and purchase data will make this possible.
spending in a programmatic fashion, the number of
4. In online media, the vast number audience
advertisers trading in this way will rapidly increase as
interactions allow marketers to combine detailed
the ecosystem expands globally.
behavioral data with contextual targeting.
New Finding: An expansion of infrastructure in
New Finding: Contextual indicators can include
emerging programmatic markets will make
keywords, content categories, and location.
this possible.
5. For some categories, contextual targeting may
4. Advertisers aren’t only thinking about programmatic
actually be better at driving online conversions than
spend as a direct targeting tool; programmatic
behavioral.
brand advertising is becoming more popular, and is
New Finding: Cost must also be taken into account
measurable with today’s suite of campaign tools.
when determining the success of different
New Finding: The growth in available data in
EVP, US Director, MAGNA GLOBAL
targeting methods.
developed markets has enabled highly personalized
todd.gordon@magnaglobal.com
New Finding: The results are even better among the
in-market audience (i.e. those seeking to buy).
2. Incorporating real-time content into online display
ads improves brand favorability and purchase intent.
New Finding: Percent increases compared to non
real-time ads were between 13-19%.
MAGNA GLOBAL
brian.hughes@magnaglobal.com
Vincent Letang @vletang_magna
EVP, Director of Forecasting, MAGNA GLOBAL
vincent.letang@magnaglobal.com
Luke Stillman @lukestillman
3. In a multi-screen campaign, the shorter the interval
Forecasting Manager, MAGNA GLOBAL
between TV and online ad exposures, the more
luke.stillman@magnaglobal.com
memorable the messages will be.
Janice Finkel-Greene
New Finding: The difference in unaided recall between
EVP, Buying Analytics, MAGNA GLOBAL
sequential exposures and those seven days apart
janice.finkel-greene@magnaglobal.com
was 33%.
Keith Camoosa
4. Sequential messaging across TV and online also
EVP, Research & Analytics, MAGNA GLOBAL
improves positive responses to the brand.
keith.camoosa@magnaglobal.com
New Finding: The results for sequential exposures on
Tanya Kolosova
TV alone were not nearly as positive.
SVP, Director of Research and Analytics, AMP,
5. Many global internet users are in favor of their
MAGNA GLOBAL
tanya.kolosova@magnaglobal.com
devices anticipating their needs based on passively
collected data.
New Finding: More than 60% agreed that they would
Kara Manatt @karamanatt
VP, Consumer Research Strategy, IPG Media Lab
kara.manatt@ipglab.com
be much more likely buy a product or service that
delivered “pleasantly surprising experiences.”
Jack Pollock @pollockj07
Senior Analyst, IPG Media Lab
jack.pollock@ipglab.com
Neeraj Kochhar @neeraj_kochhar
Managing Director, Programmatic, MAGNA GLOBAL
neeraj.kochhar@magnaglobal.com
the availability of data in emerging markets.
Concluding Tweet
Natalie Bokenham @natlikethat
SVP, Managing Partner, Digital, UM
programmatic ecosystem.
Brian Hughes @bhughes_magna
natalie.bokenham@umww.com
Demand
5. Long term growth of advertiser spend will depend on
New Value Drivers
Todd Gordon @tpgtweets
communications at scale.
New Finding: Data is the life-blood of the
SVP, Audience Analysis Practice Lead,
Media Economy Report Vol. 04
New Value Drivers
Data is inching us ever closer to that “Minority
Report” moment of real-time, one-to-one
messaging, regardless of location.
Design by
Bureau Oberhaeuser @oberhaeuserinfo
contact@oberhaeuser.info
Supply
Summary Cheat Sheet
19. In Percent
5.5
4.2
North
America
This will primarily benefit television and digital media
year-on-year growth since 2010 (+8.4%, following the
where new formats and opportunities are being explo-
2009 recession). The non-recurring sports events of
These insights are based on the bi-annual global
and the US mid-term elections will contribute to the
advertising forecast update published on December 9,
global growth of television (+7.5%). That compares a
2013. The next update will be published in June 2014.
10.0
red for activation and branding campaigns.
2014 (Sochi Winter Olympics, Brazil Soccer World Cup)
8.7
7.6
6.3
to unlock marketing and branding budgets in 2014.
+6.1%) and reach $521.6bn, which will be the strongest
9.5
12.9
CEE
WE
ment and stronger than usual cyclical drivers is bound
advertising revenues to grow by +6.5% (previously:
-0.8
The combination of an improved economic environ-
so will advertising spending. We now expect global
Developed
Markets
11.3
1.5
As the world economy gradually improves in 2014,
0.9
14.6
2.1
12.3
Page 37
The Global
Advertising Market
2013-2014
9.5
7.9
Media Economy Report Vol. 04
Revenue growth by region
with a modest 1.8% growth in 2013 for TV globally.
-0.3
MEA
LATAM
Emerging
Markets
Revenues by Media
20%
15.9 15.5
15%
10%
7.5
5%
1.5 2.2
1.8
0%
Revenues 1999-2018
Emerging
Asia
APAC
-2.9
-5.0
-5%
Magazine
4.8
6.5
3.2
-3.9
-5.6
Newspaper
3.0
-10%
Television
$600
Internet
Radio
Out of Home
2013
All Media
2014
10%
Global Media Mix
Ad Market by Region
Latam
0%
$300
7%
Free TV
-5%
$200
-10%
$100
7%
Pay TV
Search
Display
emea
12% emerging
31%
7%
28%
Mobile
-15%
$0
99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17
18
Video
Other Digital
Radio
Out-of-home
30%
17% mature
17%
3% Canada
10%
Magazine
YOY growth/decline
2% mea
4% CeE
21% WE
Newspaper
Advertising Revenues in constant billion USD (2012)
apac
7%
New Value Drivers
$400
3%
2% 6%
1%
9%
Demand
5%
33% USA
North america
Supply
$500
20. SE
Europe
North
America
United
Kindom
FI
Page 39
$2,105
DK
$22,092
490
Billion Dollars
$1,592
Media Economy Report Vol. 04
$3,450
NO
market size
$3,031
Total
The Global Advertising
Market 2013
Germany
$23,621
IE
$13,004
PL
$2,463
France
$1,147
Switzerland
$3,863
USA
Italy
$8,122
Spain
$5,434
PT
$673
CO
$4,914
South
Africa
$4,541
Puerto
Rico
$918
Africa
Latin
America
Brazil
$17,804
$8,083
China
$44,100
Turkey
$3,327
Lebanon
$188
Saudi
Arabia
$1,707
Pakistan
Kuwait
$308
$534
Bahrain $121
UAE
Taiwan
$1,939
India
$6,882
Thailand Hong
$4,341
Kong
$3,032
$936
Oman
$161
Sri Lanka
$143
Philippines
$1,438
Vietnam
$711
Malaysia
$2,637
Singapore
$2,012
Indonesia
$6,326
Asia
Pacific
VE
$1
,2
31
29
$7
$4
31
EC PE
Kenya
$536
Korea
Greece
$940
Qatar $236
Panama
$514
Romania $406
Egypt
$2,456
Morocco
$420
$52,070
Bulgaria $252
Middle
East
Mexico
$3,739
Costa Rica
$694
HU
Serbia $173
Croatia $251
$156,546
Kazakhstan
$329
Slovak Republic $384
$620
Austria
$3,036
Japan
$1,258
UA
CZ
$1,303
$13,376
$10,876
New Value Drivers
Belgium
$2,463
Chile
$1,419
AR
UY
$446
$5,788
1bn
5bn
10bn
in USD
Advertising Spending in $ per capita (2013)
$0
$100
$200
$300
$400
$500
$600
Reading this map: the size of each country is proportional to advertising spending in billion USD; the
color reflects the level of spend per capita, akin to the
intensity of advertising pressure: green is very low
(less than $50), red is very high ($400 and more). This
map reveals that the US alone represents a third of
global advertising market while some large countries
by surface or population, like India or Russia, remain
largely underdeveloped.
Australia
$13,234
New
Zealand
$1,406
Demand
Canada
Russia
Supply
$4,090
LT LV EE
$1 $9 $1
44 7 10
NL
21. About
MAGNA GLOBAL
MAGNA GLOBAL is the strategic global media unit of IPG Mediabrands,
comprised of two key divisions.
MAGNA GLOBAL Investment harnesses the aggregate power of all IPG
media investments to create power and leverage in the market, drive
savings and efficiencies, and ultimately make smarter, more effective
media investments on behalf of our clients. With a stated goal of reaching 50% automated buying by 2016, the team in North America invests across digital, programmatic, broadcast and all traditional media
platforms and is therefore considered the most comprehensive buying
and negotiating unit in the media industry. The architects of the MAGNA
Consortium – a powerful committee of executives from A&E Networks,
AOL, Cablevision, Clear Channel Media and Entertainment, ESPN and
Tribune – MAGNA North America is also dedicated to shaping industry
automation and audience specific buying.
MAGNA GLOBAL Intelligence has set the industry standard for more
than 50 years by predicting the future of media value. MAGNA GLOBAL
Intelligence produces more than 40 annual reports on audience trends,
media spend and market demand, and ad effectiveness. For more information, please visit www.magnaglobal.com or follow us on Twitter
@MAGNAGLOBAL.
About
IPG Mediabrands
We were founded by Interpublic Group (NYSE: IPG) in 2007 to manage all
of its global media-related assets. Today that means we manage and invest $37 billion in global media on the behalf of our clients, employ over
8,500 diverse and daring marketing communication specialists worldwide and operate our company businesses in more than 130 countries.
A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, IPG Mediabrands is
committed to driving automated buying, pay-for-performance and digital innovation solutions through its network of media agencies including
UM, Initiative, BPN, Orion Holdings, and ID Media. Its roster of specialty service agencies including MAGNA GLOBAL, Mediabrands Audience
Platform, Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity offer technologies and industry moving partnerships that are recognized for delivering unprecedented bottom line results for clients. For
more information, please visit www.ipgmediabrands.com or follow us on
Twitter @IPGMediabrands.