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Como será a publicidade digital no futuro? - Emi Gal - Teads

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Evento IAB Mobilidade 2016.

Publicada em: Marketing
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Como será a publicidade digital no futuro? - Emi Gal - Teads

  1. 1. Hello.
  2. 2. @emigal Bucharest London New York
  3. 3. @emigal Remember when Romania won the World Cup against Brazil?
  4. 4. @emigal Yeah, that never happened.
  5. 5. @emigal
  6. 6. What does the ad of the future look like? @emigal
  7. 7. Create, deliver & measure interactive video ads across any device @emigal
  8. 8. + @emigal
  9. 9. REINVENTING VIDEO ADVERTISING The No.1 video ad platform in the world 52.909 60.612 69.702 73.130 77.760 96.835 159.952 199.430 225.063 259.817 LiveRail smartclip Viant Tremor Video Videology ZOOMIN.TV BrightRoll Platform Spot X Video Advertising Platform ADAP.TV Teads Source: comScore Video Metrix, Video Ad Ecosystem Ranker, July 2016, Worldwide, Desktop Only, Base: Total Audience
  10. 10. @emigal STUDIO Native, interactive video ads delivered at scale
  11. 11. @emigal An example of interactivity
  12. 12. Brief history of the ad. @emigal
  13. 13. 2005 YOUTUBE LAUNCHES The video sharing website sparks an online video revolution.
  14. 14. 2016 MOBILE ADVERTISING TAKES OVER THE WORLD Almost two billion people own a mobile phone, more than half of them have a smartphone connected to the internet.
  15. 15. So how has advertising changed over 500 years? @emigal
  16. 16. MORE TARGETED MORE MEASURABLE SAME AD TO EVERYONE
  17. 17. So what is the state of the art in advertising TODAY? @emigal
  18. 18. @emigal
  19. 19. @emigal
  20. 20. Good, but not enough. @emigal
  21. 21. So what does the ad of the future look like? @emigal 1. SELF-ASSEMBLED IN REAL-TIME 2. SELF-OPTIMISING 3. CONVERSATIONAL
  22. 22. 1. Self-assembled ads @emigal The ad of the future is like a LEGO that magically assembles itself.
  23. 23. @emigal 1. Self-assembled ads Brand guidelines Database of Images & videos Data from all campaigns Logo & assets
  24. 24. @emigal Brand guidelines Logo & assets Data from all campaigns Database of Images & videos 1. Self-assembled ads
  25. 25. 2. Self-optimizing ads @emigal The ad of the future will dynamically optimize itself based on data & campaign performance.
  26. 26. @emigal 2. Self-optimizing ads
  27. 27. 3. Conversational ads @emigal Consumers will be able to “talk” to an ad in the same way they would talk to a person.
  28. 28. @emigal Brand engagement, today
  29. 29. @emigal Conversational ads in the near future
  30. 30. @emigal Conversational ads in the near future
  31. 31. @emigal
  32. 32. @emigal 1. SELF-ASSEMBLED 2. SELF-OPTIMISING 3. CONVERSATIONAL
  33. 33. What is making all of this possible? @emigal
  34. 34. Artificial Intelligence @emigal
  35. 35. Ability to learn Access to data Cost effective 101101 @emigal
  36. 36. Deep learning
  37. 37. @emigal
  38. 38. Computers are now better than humans at recognising objects in images. @emigal
  39. 39. And they’re learning to detect objects, without any labeling or input data. @emigal
  40. 40. Moore’s law: cheap and really really really fast computation. @emigal
  41. 41. Deep learning Very large datasets Cheap and fast computing 101101 @emigal
  42. 42. Can artificial intelligence create “art”? @emigal
  43. 43. Can artificial intelligence create “art”? @emigal
  44. 44. @emigal 1. SELF-ASSEMBLED 2. SELF-OPTIMISING 3. CONVERSATIONAL
  45. 45. Artificial Intelligence @emigal
  46. 46. What should you do? @emigal
  47. 47. Build teams of creatives working together with engineers @emigal Creatives Engineers
  48. 48. Invest in a data strategy and a DMP @emigal
  49. 49. Learn. It’s not rocket science (ok, maybe just a little bit) @emigal
  50. 50. R E I N V E N T I N G V I D E O A D V E R T I S I N G STUDIO

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