The Digital Age 2.0 Conference focused on the evolving digital marketing landscape. Key topics included: 1) Advertising is becoming more transactional and focused on performance metrics like customer purchases rather than just awareness. 2) Online advertising networks help publishers monetize unused ad space and generate more revenue. 3) Viral and buzz marketing case studies showed how novel campaigns can be highly successful in spreading brand awareness. 4) There is an ongoing debate around online privacy and data regulation, but transparent use of anonymous data provides value to consumers, advertisers, and publishers. 5) Younger generations have different views on media and advertising that will shape future marketing strategies.

1. Digital Age 2.0 Conference
David J Moore
Chairman and Founder
24/7 Real Media
The science of digital marketing

2. The Digital Marketplace is
an Exciting Place to Be!
The science of digital marketing

3. The world of advertising is evolving

4. Advertising is becoming more transactional
Advertisers are becoming more transactional overall
– Even within digital itself which is already more accountable than offline
advertising channels
– Traditional brand advertisers now becoming concerned with measuring
performance
Advertisers are thinking short term, and focusing on the lower part
of the customer purchase funnel
Awareness
Loyalty Preference
Customer
Purchase
Purchase

5. Value of advertising networks increases
Online advertising networks help publishers leverage
premium unsold inventory
Networks are a growing
force in the digital
ecosystem
Publishers can work with Agencies
multiple networks, +
Advertisers
alongside their own sales
force, with no sales Networks:
channel conflicts
Publishers can generate Publishers:
incremental advertising
dollars by working with
ad networks
Users:

6. Viral and buzz marketing matters
EVIAN Roller Babies

7. Viral and buzz marketing matters
BENSONS FOR BEDS Mattress Dominos

8. Viral and buzz marketing matters
BASKIN-ROBBINS Ice Cream and Cake

9. Viral and buzz marketing matters
QUEENSLAND AUSTRALIA The Best Job in the World

10. Viral and buzz marketing matters
MSI Acrobuttocks

11. Viral and buzz marketing matters
MICROSOFT Megawoosh

12. Online ‘privacy’ and regulation issues
There is a growing conversation around the digital media industry
concerning self-regulation and privacy issues
Leaders need to establish standardization and universal best
practice policies and procedures to ease the fears
Education is needed to demonstrate the value provided by
leveraging anonymous online data
Agency/
Consumers Advertiser Publishers
• More money to Internet as
• More robust content • More value for money advertising channel
• More choice • Better able to address • Can support high-quality
• More relevant ads customer with relevant ads content for consumer
Where is the harm?: Opponents of transparent use of data to enhance
relevant advertising cannot show harm to consumers, advertisers or publishers.

13. The youth perspective
Kids’ position regarding media, technology and advertising is
changing the way marketers need to think about reaching these
customers now in the near future

14. The Future will be Bright
and Interesting!

15. Obrigado!
David J. Moore
Chairman & Founder
david.moore@247realmedia.com
+1 212.231.7101