thinkLA Automotive Breakfast 2014 - Greg Johns Presentation
Transcript of thinkLA Automotive Breakfast 2014 - Greg Johns Presentation
![Page 1: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/1.jpg)
DIGITAL IN THE DRIVER’S SEAT thinkLA AUTOMOTIVE BREAKFAST 2014
![Page 2: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/2.jpg)
![Page 3: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/3.jpg)
![Page 4: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/4.jpg)
![Page 5: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/5.jpg)
![Page 6: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/6.jpg)
![Page 7: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/7.jpg)
![Page 8: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/8.jpg)
![Page 9: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/9.jpg)
![Page 10: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/10.jpg)
![Page 11: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/11.jpg)
HYUNDAI/KIA/INITIATIVE
![Page 12: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/12.jpg)
2011 2012 2013 2014
![Page 13: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/13.jpg)
![Page 14: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/14.jpg)
![Page 15: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/15.jpg)
INITIAL PUBLIC OFFERINGS
![Page 16: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/16.jpg)
• Internet IPOs Slide
![Page 17: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/17.jpg)
![Page 18: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/18.jpg)
![Page 19: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/19.jpg)
![Page 20: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/20.jpg)
![Page 21: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/21.jpg)
![Page 22: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/22.jpg)
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
![Page 23: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/23.jpg)
DIGITAL IS NOT IN THE DRIVER’S SEAT (at least not yet for auto marketing)
![Page 24: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/24.jpg)
![Page 25: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/25.jpg)
2-3% OF VIEWERS IN-MARKET
70-80% OF BUDGET IN TV
![Page 26: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/26.jpg)
CAN WE TELL THE DIGITAL STORY?
![Page 27: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/27.jpg)
![Page 28: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/28.jpg)
COMPETITIVE MEASUREMENT
![Page 29: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/29.jpg)
• Competitive measurement problems
SHARE OF VOICE FOCUS
![Page 30: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/30.jpg)
Noise of TV hampering measurement
![Page 31: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/31.jpg)
DIGITAL SPEND GETS SHORTCHANGED
![Page 32: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/32.jpg)
![Page 33: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/33.jpg)
MULTI DEVICE COMPLICATES
![Page 34: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/34.jpg)
![Page 35: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/35.jpg)
![Page 36: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/36.jpg)
80%
B
U
I
L
D
I
N
G
20% ANALYSIS
![Page 37: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/37.jpg)
DIGITAL BUSINESS MODEL
![Page 38: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/38.jpg)
![Page 39: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/39.jpg)
![Page 41: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/41.jpg)
![Page 42: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/42.jpg)
![Page 43: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/43.jpg)
COST TO SERVICE PER DOLLAR OF SPEND
$0.05-0.09
$0.02-0.04
$0.15-0.20
![Page 44: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/44.jpg)
P R O G R A M M A T I C
![Page 45: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/45.jpg)
![Page 46: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/46.jpg)
Problem Two – Wild West
WILD WILD WEST
![Page 47: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/47.jpg)
![Page 48: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/48.jpg)
![Page 49: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/49.jpg)
![Page 50: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/50.jpg)
ESTIMATED TRAFFIC FRAUD PERCENTAGE
![Page 51: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/51.jpg)
MURKY ENVIRONMENTS REMAIN
![Page 52: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/52.jpg)
![Page 53: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/53.jpg)
![Page 54: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/54.jpg)
Problem Four – Complexity
COMPLEXITY
![Page 55: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/55.jpg)
![Page 56: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/56.jpg)
![Page 57: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/57.jpg)
![Page 58: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/58.jpg)
![Page 59: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/59.jpg)
COMPLEXITY DOESN’T SCALE WITH SPEND
![Page 60: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/60.jpg)
P R O G R A M M A T I C
![Page 61: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/61.jpg)
MANY BIDDERS FOR THE SAME TARGET
![Page 62: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/62.jpg)
IN SOME CASES 50+ BIDDERS!!!! IN SOME CASES 50+ BIDDERS!!
![Page 63: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/63.jpg)
![Page 64: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/64.jpg)
![Page 65: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/65.jpg)
![Page 66: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/66.jpg)
![Page 67: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/67.jpg)
![Page 68: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/68.jpg)
![Page 69: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/69.jpg)
The Essence of Strategy is
Choosing What Not to Do
- Michael Porter
![Page 70: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/70.jpg)
![Page 71: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/71.jpg)
![Page 72: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/72.jpg)
DEFINED INNOVATION
SCALE WINNERS
FOCUS & EXECUTION
![Page 73: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/73.jpg)
![Page 74: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/74.jpg)
![Page 75: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/75.jpg)
![Page 76: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/76.jpg)
![Page 77: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/77.jpg)
![Page 78: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/78.jpg)
![Page 79: thinkLA Automotive Breakfast 2014 - Greg Johns Presentation](https://reader034.fdocuments.net/reader034/viewer/2022042607/554ceb47b4c905a5138b4717/html5/thumbnails/79.jpg)