Media Innovation Group presents an overview of the Digital ecosystem and the constant changing field of display advertising. Media Innovation Group provides insight on how best to manage and leverage digital technology. First presented at eShow Lisbon in October 2012.

1. Coming Out on Top of the Digital
Marketing Ecosystem
Mark Connolly
MD, Europe
eShow Lisbon, October 10th 2012

2. The World Continues to Digitise…

3. Reinventing of Books
3

4. Reinventing of Movies
4

5. Reinventing of Music
5

6. Reinventing of the Phone
6

7. Reinventing of Information
7

8. Reinventing of Television
8

9. Reinventing of Data
9

10. “The next frontier for innovation,
competition, and productivity is data.”
- McKinsey
10 Source: McKinsey; Winterberry

11. The Importance of Intelligent Data

12. What is a DMP?
Display RTB Search Social Video Mobile
Data Management Platform

13. Data Management Platform Defined
Data Management Platform
What It Is What It Does
Unified data platform for Creates a new knowledge
digital marketing ecosystem
 Data – integration, storage  Optimization – greater control
and management over results
 Insight – across all  Market Making – right ad to
performance drivers right customer
 Management – across all  Valuation – linkage to
campaign levers business metrics
To power new go-to-market models

14. What is a DMP?
Data Management Platform

15. Why is this important for marketers?
Awareness Social / Display / PR /
Gaming/ Home Page
Take Overs
Research Search / Social
Purchase/Trial Search / Display

16. Advantages of a Data Management Platform
 Prove the value of cross-channel activity
 Understand and enhance a user’s online experience
 Create strong, tactical real time bidding campaigns
 Eliminate audience buying inefficiencies
 Establish the value of branding exercises
 Appreciate performance from top
to bottom of the funnel
 Segment & target audiences based
on ad, campaign, media exposures,
etc.
16

17. Rejoining Media Disciplines

18. The Media Agency Approach is Broken
Media buying is no longer the sole purview of media agencies, and clients have many more
choices when selecting partners for optimized digital media management.
(…)
Agencies talk the talk, but most don’t walk the walk. Most agencies are still reliant on
outmoded business models *…+ and practices such as hiring inexpensive, inexperienced media
buyers rather than high-cost analytics and optimization gurus.
(…)
And since many agency pitches are starting to sound the same, it shouldn’t surprise anyone that
marketers often defer to procurement departments to drive down agency compensation to the
lowest possible rate. And similarly, marketers shouldn’t be shocked to receive the lowest common
denominator of service, and results, in return.
Forrester Report, Selecting Digital Media Buying Partners, June 2012

19. Clients want Integration of Creative, Media and
Technology

20. Who are the Media Innovation Group?
• Challenges facing agencies
• Pressures to provide more due to economic situation
• Over 15 years old with $100m technology investment
• Wholly owned division of 24/7 Media
• WPP owned company
• Proprietary technology for all digital data solutions
• Expertise in media technology, buying and optimisation
• Working with ad agencies, creative agencies and clients
direct on a local and global basis

21. MIG Global
London
Paris
Beijing
Los Angeles New York
Mumbai
Singapore
Sao Paulo

22. MIG Europe
• Main EU office in London
•35 staff in the EU with full time support on a global level
• 60% of our business is European
• Currently serving ads in most EU countries
• Working closely with regulatory services on cookie laws

23. Some of our European Clients

24. MIG Technology
INTEGRATED ANALYTICS
AND REPORTING
Verification 3rd Party Data 3rd Party Research Creative Optimization
Display RTB Search Social Video Mobile
3rd Party Ad Serving CRM Data Network Aggregation
DATA MANAGEMENT PLATFORM
240 BILLION EVENTS TRACKED IN 2011

25. Digital Marketing Landscape Today :
Too Much of a Good Thing?
Ad Networks Data Aggregators & Suppliers
Ad Exchanges and SSPs Ad Servers DSPs
Creative Optimization Ad Verification and Privacy
25

26. Media Innovation Group Solutions

27. Mastering Digital Markets for Marketers
Single Point of Access
One-Team Approach
Analytics-Driven Consulting
Technology
27

28. Reporting and analytics
Data Management Platform
Attribution Reports Audience Reporting Look-alike Reporting
Who did what, when and how 3rd party data profiling How do we scale campaigns?
(horizontal vs vertical solutions)

29. Temporal Effects // Day of the Week
Impressions and Conversion Rate Index by Day of Week
70,000,000 140
Impressions Conversion Rate Index
60,000,000
A.M. P.M. 120
Conversion Rate Index
Impressions
50,000,000 100
40,000,000 80
30,000,000 60
100
20,000,000 40
10,000,000 20
0 0
0 Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Day of the Week
*Unique Conversions Only

30. Temporal Effects // Hour of the Day
Impressions and Conversion Rate Index by Hour of Day
30,000,000 160
Impressions
Conversion Rate Index 140
Conversion Rate Index
25,000,000
A.M. P.M.
120
Impressions
20,000,000
100
15,000,000 80
60
10,000,000
100 40
5,000,000
20
0 0
0
Hour of the Day *Greenwich Mean Time
*Unique Conversions Only

31. Combine all Digital Technology into one Buying
Point for Agencies and Advertisers
Display & RTB
Control Social
Advertiser Targeting
Video
Optimization
Agency Media Strategy
Mobile
Transparency
3rd Party Data
3rd Party Technology
31

32. Path to Conversion
 The longer view-through path, the better conversion rate
Exposure 5 Exposure 4 Exposure 3 Exposure 2 Exposure 1 Total Path Total Conversions Conversion Rate
Impression 31,588,328 16,635 0.0527%
Impression Impression 8,980,080 9,045 0.1007%
A.M. P.M.
Search term Impression Impression 4,784,100 5,952 0.1244%
Impression Search term Impression Impression 3,008,502 4,176 0.1388%
Impression Impression Search term Impression Impression 12,329,577 31,507 0.2555%
Conversion Rate per View-Through Path
100 0.30%
Conversion Rate
0.25%
0.20%
0.15%
0.10%
0.05%
0
0.00%
1 2 3 4 5
Number of Impressions in Path
*Unique Conversions Only

33. Italian Food Company
Objectives  Drive online traffic to the client’s website Results  Over a six week period the number of
and get them to sign up for product unique users had increased by 15% with the
promotions unique frequency cap
 Target users that had not been to the client  The cost per lead of consumers signing up
website before for registration reduced by 38% over the
campaign period
Approach  Targeting consumers from online cooking
websites to create brand awareness
 Limit the campaign to late afternoons only
during purchase consideration period
 Retargeting of those who had been to the
site but not signed up for promotions

34. Pan European Consumer Electronic Company
Objectives  Drive online sales of laptops and electronic Results  Cost of sale was reduced by 36% over the
accessories in various markets campaign period
 Maximise reach in 6 EU countries to ensure  Each market saw significant reductions over
brand awareness is high the campaign 6 week lifetime
Approach  A combination approach was taken to use
network aggregation and our proprietary
RTB platform to ensure maximum cost
efficient reach
 Reallocate media budgets accordingly to the
most optimum performing websites
 Apply daypart targeting based on product
promotion periods

35. Summary and conclusions

36. Summary and conclusion
• The world is continuing to digitise at an exponential rate
• Data is being generated by everyone
• Media can no longer be viewed as individual vertical channels
• Marketers need to centralise this data to be able to make
targeted decisions in a fragmented digital world
• A data management platform is essential to make this happen
• The media model is evolving to address this

37. “You can have data without information, but
you cannot have information without data.”
- Daniel Keys Moran
37 Source: McKinsey; Winterberry

38. info@themig.com
+44 (0) 207 563 3800