The Future of Advertising - Marrying Data and the Imagination

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Insight Summit Series

Presentation by Mike Treon from AOL Networks at the Insight Summit Series: 2014 Digital Advertising + Marketing Summit

Marketing

THEFUTUREOF
ADVERTISING:
MARRYING DATA AND THE IMAGINATION
MICHAELTREON @miketreon
VPPLATFORM SOLUTIONS

BUSINESSOF
STRATEGYANDINSIGHT
TECHNOLOGY
CREATIVEMEDIA

HENRY FORD
1903 MODEL T FORDS 1907 FARMING
CONVERGENCE
IN1900

0
100
200
300
400
500
600
700
800
900
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
CAROWNERSHIPPER1000PEOPLE (US)
First 20 Years
post the
Model T Ford
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
1900
1910
1920
1930
1940
1950
1960
1970
1980
1990
2000
2010
AnnualVehicleMilesofTravel(MM)
VEHICLEMILESTRAVELLED (USANNUAL)
First 20 Years
post the
Model T Ford
AUTOINDUSTRY
FIRST20YEARSWERE
JUSTTHEBEGINNING

ADVERTISER PUBLISHER
$1.00 $.25 - .45
OR LESS
-20% to
40%
-15% to
20%
-15% to
20%
SSPAD SERVING CROSS SCREEN
VERTICALSOCIAL EXCHANGE
MOBILE DATA RETARGETING
DSP RICH MEDIA PREMIUM VIDEO
THE
TECHNOLOGYTAX

PLATFORMS DRIVE
DECISIONS
0%
2%
4%
6%
8%
10%
12%
14%
12A 1A 2A 3A 4A 5A 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 12A 1A
% of Desktop Impressions
% of Smartphone Impressions
% of Tablet Impressions
EARLY MORNING WORKDAY EVENING
DEVICE USAGE PEAKS

SINGLE
PLATFORM
ADVERTISER PUBLISHER
$1.00 $0.60 - $0.85

CONVERGENCE DRIVES
GLOBALBUSINESS
STRATEGIES

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The Future of Advertising - Marrying Data and the Imagination

1. THEFUTUREOF ADVERTISING: MARRYING DATA AND THE IMAGINATION MICHAELTREON @miketreon VPPLATFORM SOLUTIONS

2. BUSINESSOF STRATEGYANDINSIGHT TECHNOLOGY CREATIVEMEDIA

3. BRAND EXPERIENCES MEDIA(+DATA) TECHNOLOGY CREATIVITY CONVERGE NEW

4. HENRY FORD 1903 MODEL T FORDS 1907 FARMING CONVERGENCE IN1900

5. 0 100 200 300 400 500 600 700 800 900 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 CAROWNERSHIPPER1000PEOPLE (US) First 20 Years post the Model T Ford 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010 AnnualVehicleMilesofTravel(MM) VEHICLEMILESTRAVELLED (USANNUAL) First 20 Years post the Model T Ford AUTOINDUSTRY FIRST20YEARSWERE JUSTTHEBEGINNING

6. CONVERGENCE IN1990

7. CONVERGENCEON WALLSTREET

9. ADVERTISER PUBLISHER $1.00 $.25 - .45 OR LESS -20% to 40% -15% to 20% -15% to 20% SSPAD SERVING CROSS SCREEN VERTICALSOCIAL EXCHANGE MOBILE DATA RETARGETING DSP RICH MEDIA PREMIUM VIDEO THE TECHNOLOGYTAX

10. MOVINGFROM FEATURESTO PLATFORMS

11. GOALS TECH FEATURES PROSPECTING PERFORMANCE NETWORK BRAND-BUILDING SPONSORSHIPS/TAKEOVERS CONVERT VISITORS RETARGETING AUDIENCE MARKETING DSP CROSS-SCREEN MOBILE NETWORK REVENUE SSP

12. PLATFORMS DRIVE DECISIONS 0% 2% 4% 6% 8% 10% 12% 14% 12A 1A 2A 3A 4A 5A 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 12A 1A % of Desktop Impressions % of Smartphone Impressions % of Tablet Impressions EARLY MORNING WORKDAY EVENING DEVICE USAGE PEAKS

13. PROGRAMMATIC BRANDPLATFORM Consolidate Unified serving & measurement for all campaigns Onboard Utilize all data & inventory sources Measure ROI Report across all audiences, media sources, and devices Get Smarter Augment data & learnings to inform future planning Standardize Measurement Develop, test, & standardize methodologies & metrics for measuring brand ROI Plan Intelligently Report across all audiences, media sources, and devices Execute Programmatically Report across all audiences, media sources, and devices1b 1a 2 3 4 5b 5a

14. SINGLE PLATFORM ADVERTISER PUBLISHER $1.00 $0.60 - $0.85

15. PREDICTIONS FORTHE FUTUREOFADVERTISING

16. ADVERTISING MEETSAUTOMATION

17. OPEN ECOSYSTEMS WIN

18. MOBILE DRIVES THE TRANSACTION

19. CUSTOMERS APPRECIATE TARGETING

20. PREMIUM GETS MORE PREMIUM

21. CONVERGENCE DRIVES GLOBALBUSINESS STRATEGIES

22. EXPLODES CREATIVITY PROGRAMMATIC

23.

24. ThankYou