Ad Week 2016 Roundup

• Ad Week (FFWD) 2016: sessions attended• Creative thinking• Making sense of data• Customer intelligence• Facebook insights• Programmatic advertising• The state of mobile communications

• Don’t Let Programmatic Leave you Behind• Pete Kluge, Group Product Marketing Manager, Adobe• Nurullo Makhmundov, Director of E-commerce, The Shopping Channel (Rogers Media)

• The automated buying of ads across channels and devices.• Mashes up online advertising with CRM data, Google Analytics, third-party

data and much more to give you ad targeting and delivery on steroids.

• “Ultimately most large businesses need and benefit from programmatic advertising.”• Programmatic advertising growing at 49% per year.• Programmatic advertising spend in North America

• 2015/16: $10 billion• 2019: $30 billion

• In 5 years 75% of all digital advertising transactions will be automated through exchanges.• Ad exchanges are a step above ad networks in that they facilitate the buying and selling

of ads from multiple networks simultaneously.• AdWords• DoubleClick• Yahoo publisher network• Value Click

• Using an ad exchange, publishers can auction their inventory to the highest bidder through a single interface.

• Consumers (us) bid on that inventory.

• Mobile is a key part of programmatic. By 2018, mobile advertising spend will overtake desktop.• Won’t ad blocking erode the value of online ads?• Adobe: ad blocking isn’t a real threat to programmatic, because it’s not the

threat to advertising people make it out to be.• They still see lots of ad inventory.• Technology is making it easier to more accurately assess if your ad has been shown.• The real issue is attribution: how do you know whether a “sale” came from a mobile ad,

desktop, social, etc., when one person could have seen all three ads, thanks to retargetting and other methods?

• FBIQ Insights: Understanding People in the New World of Communication

• Josh Bloom, Vertical Strategy Lead, Facebook Canada• Part I: Facebook and families

• Providing useful information to parents can make you a (peripheral) "part of the family.” Be authentic, supportive and provide validation.• Parents post 4X more videos, share updates 2X more often, and post 3.4X

more photos on Facebook than the average.• New parents

• There is no longer a "parenthood" demographic: parenthood has spread over a huge age range.

• Mobile awareness is key to reaching new parents.• New parents visit Facebook as early as 4am. Visits peak at 7am.

• FBIQ Insights Part II: Instagram and Millenials• Instagram recently surpassed 400 million users. They reached that number in

half the time it took Facebook to do the same.• Millennials visit Instagram eight times per day, spending an average of 21

minutes.

• FOMO: 39% of Millennials are on Instagram because a fear of missing out.• Younger Millennials are primarily looking for entertainment on

Instagram.• Women use emotional hashtags more on Instagram, while men talk

about their city and travel more.• 48% of Millenials say they follow brands that inspire them. To take

advantage of this, try to fit in and show your brand's human side and inspire them• 74% of users take an action after seeing an Instagram post (click, like,

etc.)

• As the centre of the Instagram experience, discovery is critical on mobile. • Mobile engages and provokes recall better than other channels.

• Instagram vs TV:• People felt more positive watching a video on a smartphone vs. a TV.• Attention is 82% higher on a smartphone screen vs. a TV.

• The key takeaways: • Be a member of your audience’s community, not a marketer.• Lead with authenticity.

• Mission Possible: 24 hours or less to gather deep customer intelligence and take action

• Adrian D’Souza, VP of Operations, Quantcast

• Making Sense of Any Data• David Phillips, President & COO, NLogic

• "Information is not knowledge. The world is drowning in information but is slow in acquisition of knowledge.“- W. Edwards Deming• "If you do not know how to ask the right question, you discover nothing." -

W. Edwards Deming• "If you don't know where the magic is coming from, be careful about it.“

-J. K. Rowling

• Don't ask "Is the data right or wrong?" but "Is it appropriate?" With data, context is king.• 72% of companies have data they don't use.• The more data you accumulate, the more reporting you do, which means the

less analysis you do, which means fewer good business decisions.• Two essential data decision questions:

• How much risk is in this decision?• How much of this decision can be made with data?

• The point of data is actually not the data: it's the people behind the data.

• Mobile Trends 2016• Yannis Dosios - VP of Operations & Sales Planning for Flurry Mobile by Yahoo

• The rise of the Phablet • Increase in areas of mobile consumption in:

• Personalization apps• News and magazine apps• Utilities and productivity• Appification: the move from browsers to apps

Phablet - Replacing medium-sized phones and large tablets. Phablet market share has

increased from 14% to 23% and eating into medium phone purchases. - The growth in phablets primarily due to better media consumption with a phablet. - Average time spent on phone has increased by 3.34% and that’s primarily due to an

increase in consumption via a phablets.

Mobile consumption in:• Personalization apps (emoji keyboards) • News and magazine apps (phablets are a primary contributor to the growth of news

and magazine apps)• Utilities & Productivity (bank apps, sleep better, to-do list apps)

Appificaiton:• Time spent on browsers is being cannibalized by apps. • Total time spent allocated by 87% in apps (27% in social apps) & 13% on actual

browsers. • The 87% also spend on average 3+ hours in apps themselves.

• Appification of web and TV• Broadcast becomes Multicast • Phablets become dominant - predominantly• Rise of the messaging centers

• With recent data showing that tv consumption has decreased for the 18-24/ 25-34 demographic, the focus has turned into the appificaiton of web/tv. • Broadcast becomes multicast - access content at all times of the day

incl. live events• Phablets take over and market becomes open to the idea of

consuming more news/ media on their phones.• Rise of messaging centers – being able to provide customer service

via text or messaging. • With 500 million users on facebook messenger and 200 million users on

snapchat, users look to more immediate feedback via app/ text messaging systems.