Behavioral Targeting is DominantBehavioral Targeting is Dominant
A Game ChangerA Game Changer
Continuing to EvolveContinuing to Evolve
Connecting Digital Display, Video, Mobile and SocialConnecting Digital Display, Video, Mobile and Social
Increase In BT SpendingIncrease In BT Spending
eMarketer: BT Online Advertising Spending 2008 - 2014
Growing In ImportanceGrowing In Importance
eMarketer: BT Online Advertising Spending asa % of Total Display 2008 - 2014
2008
47.6%
2009
19.4%
2011
20.0%
2010
21.6%
2013
23.5%
2014
23.8%
2012
25.9%
Year Over Year Consistent GrowthYear Over Year Consistent Growth
eMarketer: BT Online Advertising Spending 2008 - 2014
2011 – Banner Advertising Is Dominant2011 – Banner Advertising Is Dominant
Media Type
2010 2011 2012 2013 2014 2015
Search $12.00
$14.38
$17.03
$18.85
$20.19
$21.53
Banners Ads
$6.23 $7.61 $8.94 $9.93 $10.97
$11.73
Classified $2.60 $3.00 $3.35 $3.65 $3.98 $4.29
Video $1.42 $2.16 $3.09 $4.20 $5.64 $7.11
Rich Media $1.54 $1.66 $1.73 $1.74 $1.73 $1.68
Lead Gen $1.34 $1.42 $1.45 $1.47 $1.50 $1.52
Sponsorship
$0.72 $0.91 $1.05 $1.18 $1.32 $1.47
Email $0.20 $0.16 $0.16 $0.17 $0.17 $0.18
Total $26.04
$31.30
$36.80
$41.20
$45.50
$49.50
eMarketer: US Online Ad Spending By Format: 2010 -2015
2011 – Banner Advertising Is Dominant2011 – Banner Advertising Is Dominant
eMarketer: US Online Display and Search Ad Spending: 2010-2015
Facebook Connect Drives SharingFacebook Connect Drives Sharing
Google and the Link to Paid SearchGoogle and the Link to Paid Search
Google +Google +
Playboy Corporate America
Corporate America is rewarded for hookups and one-night stands, and that’s how much respect most corporations show toward their customers. Don’t hate the player. Hate the game.
Quote from “The Thank You Economy” by Gary Vaynerchuk
17
From “The Thank You Economy” by Gary Vaynerchuk
The Safe MiddleThe Safe Middle
From “The Thank You Economy” by Gary Vaynerchuk
Making it MemorableMaking it Memorable
Results Prove BT as DominantResults Prove BT as Dominant
187.5% 155.0%125.5%
Average TargetCast Results 2011
Technology has come so far, TargetCast can Technology has come so far, TargetCast can
distinguish awareness, interest, brand distinguish awareness, interest, brand
evaluation, purchase commitment and evaluation, purchase commitment and
purchase referral:purchase referral:
Connecting the DotsConnecting the Dots
Technology AdvancementsTechnology Advancements
Mobile and The Shopping ConsumerMobile and The Shopping Consumer
eWallet and PersonalizationeWallet and Personalization
Many Powerful Players InvolvedMany Powerful Players Involved
2008 2009 2010 2011
Exchange Traded Display Taking HoldExchange Traded Display Taking Hold
* Indicates Self-Serve option
Key PlayersKey Players
DSPs Offer Many BenefitsDSPs Offer Many Benefits
Fluid RTBFluid RTB
Self Serve DSPsSelf Serve DSPs
Cross Platform OpportunitiesCross Platform Opportunities
The Privacy DebateThe Privacy Debate
Jon Leibowitz
Chairman, Federal Trade Commission
Digital Advertising AllianceDigital Advertising Alliance
33
High Profile PartnershipsHigh Profile Partnerships
The Registration ProcessThe Registration Process
More Clarity is NeededMore Clarity is Needed
Greater Adoption is NeededGreater Adoption is Needed
Creative Guidelines Must Be FollowedCreative Guidelines Must Be Followed
Education
Transparency
Consumer Control
Data Security
Material Change to Existing OBA Policies & Practices
Sensitive Data
Accountability
Advertiser involvement is greatest
Agency involvement is greatest
7 – Self Regulatory Principles7 – Self Regulatory Principles
Media Professionals
Focus on placement – how is the icon used
Pharma – ensure the icon is not used
Talk to publishers to confirm plans will be implemented correctly
Creative & Technology
Design ad units with upper right hand corner free and clear of imagery and animation
Code ads free of any click action within upper right hand corner of the ads
All Ad professionals
Continue to educate clients and discuss the importance of this program
Closing Thoughts – Getting InvolvedClosing Thoughts – Getting Involved