How Ad Tech and Marketing Tech Are Converging and Why It Matters

1. The Convergence of Ad Tech
& Marketing Tech
Brian Andersen

2. #b2bsummit
Brian Andersen
Partner, LUMA Partners
@bandersen2000
Focus: M&A Advisory, Corporate
Strategy and Capital Offerings
Previous: VP of Corp Dev at
Omniture & Interwoven; M&A Group
at Robertson Stephens
Former athlete now relegated to the
sidelines of his kids baseball / soccer
/ water polo games

3. #b2bsummit
Investment Bankers…

4. #b2bsummit
LUMA Has Built a Global Brand via Content
Marketing
LUMAscapes are industry standards
viewed and downloaded over 1.9 million times
from 175 countries

5. #b2bsummit
Advertising Technology
Marketing Technology
Ad Te c h M e e t s M a r Te c h

6. #b2bsummit
The Future of Digital Advertising
BrandDirect
Response
Commerce
Programmatic
PremiumAd Networks
Native/Social

7. #b2bsummit
Native Meets Gartner
YOU
ARE
HERE

8. #b2bsummit
A Message Can Be In Any Format…
There’s no reason the message has to
follow
historical
formats
if the
reader’s
attention is
elsewhere

9. #b2bsummit
… And Mobile Ads are Ineffective

10. #b2bsummit
Game Changers: Facebook
DESKTOP MOBILE

11. #b2bsummit
Game Changers: Twitter
DESKTOP MOBILE

12. #b2bsummit
Game Changers: Facebook & Twitter
Mobile Revenue
($ millions)

13. #b2bsummit
Game Changers: Facebook & Twitter
Real Time Distribution

14. #b2bsummit
Game Changers: Facebook & Twitter
Real Time Distribution

15. #b2bsummit
New Paradigm
Legacy Marketing Cycle
Today’s Marketing Dynamic

16. #b2bsummit
Content Marketing / Native: Landscape

17. #b2bsummit
Content Marketing / Native: Publishers

18. #b2bsummit
Native Advertising

19. #b2bsummit
Content Marketing

20. #b2bsummit
Brand vs. Direct Response - 90/10 Rule
Standardization
Call to Action
Conversion
Integration
Facilitation
Awareness
INVENTORY
CREATIVE
OBJECTIVE

21. #b2bsummit
Adverting Technology
Marketing Technology
Ad Te c h M e e t s M a r Te c h

22. #b2bsummit
Data is Enabling Cross-Channel Online Advertising
Social
Display
Mobile
Video
Search
Content Mktg
DATA
Email

23. #b2bsummit
… And Integrating the Customer Touch Points…
CRM
Advertising
Email
Commerce
Content Mgmt
Support
Lead Generation
DATA

24. #b2bsummit
… To Enable Multi-Stage Marketing
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand
Advertising
DR
Advertising
Lead Gen
Content Mgmt
Commerce
Support
Email
Retargeting
DATA
DATA
Loyalty
DMP
(cookie)
CRM
(user)

25. #b2bsummit
Email: The Critical Linkage
SALE
CRM
Display Video
DATA
Social
Email #
Advertising
Marketing
Identifiable Data
Anonymous Data
Inspired by:
Email hashes are cross channel and
cross device enabling adverting and
marketing integration.

26. #b2bsummit
Multi-Channel / Multi-Stage Marketing
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand
Advertising
DR
Advertising
Lead Gen
Content Mgmt
Commerce
Support
Email
Retargeting
DATA
DATA
Loyalty
DMP
(cookie)
CRM
(user)

28. #b2bsummit
Predictive Marketing: the Core Capabilities
Insights
Other
In Store
Website
Email
Display
3. ACT
2. ANALYIZE/
PREDICT
1. CONNECT
Web Analytics OtherEcommerce POS

29. #b2bsummit
eCommerce Trend: Predictive Marketing
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand
Advertising
DR
Advertising
Lead Gen
Content Mgmt
Commerce
Support
Email
Retargeting
DATA
DATA
Loyalty
DMP
(cookie)
CRM
(user)
PREDICITIVE
MARKETING
PLATFORM

30. #b2bsummit
Multi-Channel / Multi-Stage Marketing
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand
Advertising
DR
Advertising
Lead Gen
Content Mgmt
Commerce
Support
Email
Retargeting
DATA
DATA
Loyalty
Mktg Auto
(B2B)
DMP
(B2C)
CRM
(user)

31. #b2bsummit
Multi-Channel / Multi-Stage Mktg (Salesforce)
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand
Advertising
DR
Advertising
Lead Gen
Content Mgmt
Commerce
Support
Email
Retargeting
DATA
DATA
Loyalty
Mktg Auto
(B2B)
DMP
(B2C)
CRM
(user)

32. #b2bsummit
Multi-Channel / Multi-Stage Mktg (Adobe)
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand
Advertising
DR
Advertising
Lead Gen
Content Mgmt
Commerce
Support
Email
Retargeting
DATA
DATA
Loyalty
Mktg Auto
(B2B)
DMP
(B2C)
CRM
(user)

33. #b2bsummit
Multi-Channel / Multi-Stage Mktg (Oracle)
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand
Advertising
DR
Advertising
Lead Gen
Content Mgmt
Commerce
Support
Email
Retargeting
DATA
DATA
Loyalty
Mktg Auto
(B2B)
DMP
(B2C)
CRM
(user)

34. #b2bsummit
Multi-Channel / Multi-Stage Mktg (Demandbase)
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand
Advertising
DR
Advertising
Lead Gen
Content Mgmt
Commerce
Support
Email
Retargeting
DATA
DATA
Loyalty
Mktg Auto
(B2B)
DMP
(B2C)
CRM
(user)

35. #b2bsummit
Brian Andersen
LUMA Partners
@bandersen2000
Thank You!