1. DIGITAL IN THE DRIVER’S SEAT
thinkLA AUTOMOTIVE BREAKFAST 2014

11. HYUNDAI/KIA/INITIATIVE

12. 2011 2012 2013 2014

15. INITIAL PUBLIC OFFERINGS

16. • Internet IPOs Slide

22. TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP
TRP

23. DIGITAL IS NOT IN THE DRIVER’S SEAT
(at least not yet for auto marketing)

25. 2-3%
OF VIEWERS IN-MARKET
70-80%
OF BUDGET IN TV

26. CAN WE TELL THE DIGITAL STORY?

28. COMPETITIVE MEASUREMENT

29. • Competitive measurement problems
SHARE OF VOICE FOCUS

30. Noise of TV hampering measurement

31. DIGITAL SPEND GETS SHORTCHANGED

33. MULTI DEVICE COMPLICATES

36. 80%
B
U
I
L
D
I
N
G
20%
ANALYSIS

37. DIGITAL BUSINESS MODEL

40. *subject to change

43. COST TO SERVICE PER DOLLAR OF SPEND
$0.05-0.09
$0.02-0.04
$0.15-0.20

44. PR O G R A M M A T I C

46. Problem Two – Wild West
WILD WILD WEST

50. ESTIMATED TRAFFIC FRAUD PERCENTAGE

51. MURKY ENVIRONMENTS REMAIN

54. Problem Four – Complexity
COMPLEXITY

59. COMPLEXITY DOESN’T SCALE WITH SPEND

60. PR O G R A M M A T I C

61. MANY BIDDERS FOR THE SAME TARGET

62. IN SOME CASES 50+ BIDDERS!!!!IN SOME CASES 50+ BIDDERS!!

69. The Essence of Strategy is
Choosing What Not to Do
- Michael Porter

72. DEFINED
INNOVATION
SCALE
WINNERS
FOCUS &
EXECUTION