Hello!

Start with a simple human truth….

Increased Accountability

Harder to connect with consumers

Rapidly changing markets

Its never been a harder time to be a client

…And Media buying is a Commodity

• Efficient pricing is no longer value added

• Media isn’t only value publishers provide

• Takes eye away from unpaid opportunities (i.e. Social)

Implication: Marketers and agencies that focus only on media impressions leave value on the table

The communication infrastructure has shifted from linear to networked

Linear Networked

Transmitter

Receiver

Receiver

Receiver

Receiver

Receiver

The brand/consumer relationship has changed

Yesterday New Reality

Agencies need to solve real Client business problems and marketing challenges

Pay Attention to the Humans

The Rise of Earned Media

TheDynamic

Marketplace

Analytics Empower Our Ideas

New Breed of Talent

Open Source

Globally Connect

Integrate

pooling

alignment

future ad models

online video

13/16

1

8,000

230,000

25,000,000

1

unaided awareness increased

driven by choicemore likely to recallmore likely to click

throughmore likely to buy

win, win, win

Content

Online

Print

Mobile

Audio

SEMOOH

Events

Social

Television

TOTAL CONTENT STRATEGY

• Consumer Experiences are liquid

• Channel Neutral

• Segmenting and Sequencing

• Socialization drives scale

• Relevance yields consumer action

Critically - your agency needs to plan for content

Content Planning Content Alliances

Translation/Localization

Landing Pages

Video

PrintBanners

Podcast

Challenge: Oracle Reaches Global Online ROI Limits

• Finite material available from internal marketing teams– Oracle relied upon English language

content to run globally– 80% of online awareness campaigns

failed to launch with the right copy– 51% of all global online ads in a non-

English language directed consumers to English web pages

– International publishers unwilling to guarantee lead performance against English-only content

Asset management system ensures proper translation, approval & deployment

We expanded content portfolio – with international audiences – by 48%

VIDEO VIRTUAL EVENTSBUSINESS CASE STUDIES

MOBILE APPS

Oracle gained value through superior content navigation

• 2,005 custom assets in 12 languages across 20+ countries created

• 95% of publishers willing to guarantee performance with more “confidence” in content

• Oracle’s digital ROI exceeds 1200% in Year 2, a 107% LIFT over ROI Oracle achieved on U.S.-led content alone

+30% +48%LIFT in Global Digital Content

LIFT in ROI

+107%+48%

Year 1 Year 2

Value gained through content planning

• Better results - right message, right audience, right time

• Resource efficiencies – reduce development, eliminate duplication

• Liquid, nimble – innovate with speed and in ways you couldn’t before

• Earn a seat at the table – get into places brands are not invited

• Cost and intelligence opportunities - value exchange for your content with media vendors creates new deal structures

EA Tiger Woods 2009

SeanMFinnegan

SeanFinnegan

SeanFinnegan

Thanks!

Sean.Finnegan@smvgroup.com

Sean Michael Patrick Finnegan