Presentation to Youngbloods NSW regarding the future of digital & how API's will influence us.
Joint presentation from Downstream Marketing & WiTH Collective.
5. Before we start
1. How many Australianâs access Facebook from their
mobile last month?
Monday, 17 October 11
6. Before we start
1. How many Australianâs access Facebook from their
mobile last month?
4,200,000 (10,200,000 from the web, 25mins a day)
Monday, 17 October 11
7. Before we start
1. How many Australianâs access Facebook from their
mobile last month?
4,200,000 (10,200,000 from the web, 25mins a day)
2. What was the most popular search term in 2010?
Monday, 17 October 11
8. Before we start
1. How many Australianâs access Facebook from their
mobile last month?
4,200,000 (10,200,000 from the web, 25mins a day)
2. What was the most popular search term in 2010?
Chat Roulette, iPad Justin Bieber
Monday, 17 October 11
9. Before we start
1. How many Australianâs access Facebook from their
mobile last month?
4,200,000 (10,200,000 from the web, 25mins a day)
2. What was the most popular search term in 2010?
Chat Roulette, iPad Justin Bieber
3. How many searches are run each month?
Monday, 17 October 11
10. Before we start
1. How many Australianâs access Facebook from their
mobile last month?
4,200,000 (10,200,000 from the web, 25mins a day)
2. What was the most popular search term in 2010?
Chat Roulette, iPad Justin Bieber
3. How many searches are run each month?
1.5 Billion
Monday, 17 October 11
11. Before we start
1. How many Australianâs access Facebook from their
mobile last month?
4,200,000 (10,200,000 from the web, 25mins a day)
2. What was the most popular search term in 2010?
Chat Roulette, iPad Justin Bieber
3. How many searches are run each month?
1.5 Billion
4. How may monthly page impressions does Facebook get?
Monday, 17 October 11
12. Before we start
1. How many Australianâs access Facebook from their
mobile last month?
4,200,000 (10,200,000 from the web, 25mins a day)
2. What was the most popular search term in 2010?
Chat Roulette, iPad Justin Bieber
3. How many searches are run each month?
1.5 Billion
4. How may monthly page impressions does Facebook get?
17 Billion
Monday, 17 October 11
14. About us
⢠Born & bread in Brisbane
⢠Career:
⢠Clemenger Proximity - Brisbane
⢠Wheel - London
⢠Y&R Brands - founding Head of Digital
⢠M&C Saatchi / MARK - General Manager
⢠Leo Burnett - Managing Partner Digital
⢠WiTH Collective - Founder & Managing Partner
Monday, 17 October 11
15. About us
⢠15 months old
⢠Digitally centric independent creative
agency
⢠Founded in Partnership & Collaboration
⢠Core team of 12 & growing with
specialists on demand
⢠Bluechip clients
Monday, 17 October 11
18. About us
⢠Born & bread in Brisbane
⢠Career:
⢠Clemenger Proximity
⢠Y&R Brands / Wunderman - Director of CRM
⢠Leo Burnett - Head of Direct & Channel Planning
⢠BMF - Head of Direct & Digital
⢠Downstream - Chief Operating Officer
⢠WiTH Collective - Non-executive Director
Monday, 17 October 11
19. About us
⢠Australiaâs largest digital performance media
agency
⢠100% Independent
⢠Search + Social + Performance Display
⢠Growth at 50% YoY
⢠Manage $70M+ in digital media
⢠Three time Agency of the Year winner
(Specialist & Emerging)
⢠Team of 32
⢠Exclusive licensee of Efficient Frontier &
Context Optional
Monday, 17 October 11
22. Quick history of the Internet
âOh
 My
 God
 What
 Happened
 and
 What
 Should
 I
 Do?-Ââ
 Innova9ve
 Thunder
Monday, 17 October 11
23. Quick history of the Internet
1969 1971 1983 1989 1990 1990
Internet First eMail First WWW DSL Internet
was Born Mobile Born Born on Phone
1993
Chinaâs 1994/95 1994 1997/98 1998
Golden Yahoo! First 1995 CDâs Napster
Shield Banner eBay Sold
Sold
âOh
 My
 God
 What
 Happened
 and
 What
 Should
 I
 Do?-Ââ
 Innova9ve
 Thunder
Monday, 17 October 11
24. Quick history of the Internet
âOh
 My
 God
 What
 Happened
 and
 What
 Should
 I
 Do?-Ââ
 Innova9ve
 Thunder
Monday, 17 October 11
25. Quick history of the Internet
2000 2000 2000
1998 2001 2001
Google File .Com
Google iTunes iPod
Ads Sharing Bubble
2003 2003 2004 2004 2005
MySpace Skype UTMS Facebook Murdoch
High buys
Speed MySpace
Mobile $580M
Web
âOh
 My
 God
 What
 Happened
 and
 What
 Should
 I
 Do?-Ââ
 Innova9ve
 Thunder
Monday, 17 October 11
26. Quick history of the Internet
âOh
 My
 God
 What
 Happened
 and
 What
 Should
 I
 Do?-Ââ
 Innova9ve
 Thunder
Monday, 17 October 11
27. Quick history of the Internet
2006 2006 2006
2005 2006 2007
Google Online YouTube
YouTube Tweeting Google
buys Travel Opens up
Books
YouTube
2007 2008
iPhone & 1/8 2010 & 2011
iTouch Married 2009
Couples Dell Sells
met online $6M via
in USA Twitter
âOh
 My
 God
 What
 Happened
 and
 What
 Should
 I
 Do?-Ââ
 Innova9ve
 Thunder
Monday, 17 October 11
28. Quick history of the Internet
2006 2006 2006
2005 2006 2007
Google Online YouTube
YouTube Tweeting Google
buys Travel Opens up
Books
YouTube
s
r net i
Inte ntly
ta -
cons g change
n ay
e rgoi nt to st
2008 und porta
2007 t!
iPhone & 1/8 i tâs im top of i 2010 & 2011
iTouch Married 2009 on
Couples Dell Sells
met online $6M via
in USA Twitter
âOh
 My
 God
 What
 Happened
 and
 What
 Should
 I
 Do?-Ââ
 Innova9ve
 Thunder
Monday, 17 October 11
29. 3 biggest digital game changers
âOh
 My
 God
 What
 Happened
 and
 What
 Should
 I
 Do?-Ââ
 Innova9ve
 Thunder
Monday, 17 October 11
30. Where to next?
An API Driven Future.....
Monday, 17 October 11
31. What is an API?
Application
Programming
Interface
Monday, 17 October 11
32. What is an API?
A DIGITAL PIPE:
⢠Increased velocity of the web
⢠Instantaneous engagement
⢠Enabled multi-format publishing on enormous scale
⢠The enabler of social media (FB + Twitter + Blogs)
⢠Smart Brands - 2-way API feeds
Monday, 17 October 11
39. The API Impact
Brand Engagement:
⢠A change in creativity - the process of creating
ideas with impact
⢠Creativity NO LONGER ATL driven
⢠A monologue / diatribe is no longer good enough
⢠Essence of a GREAT idea MUST involve the
audience - amplified impact
⢠If a brand doesnât drive the engagement the
audience will
⢠Instant impact demands instant response
⢠Numbers & analytics become central to success
Monday, 17 October 11
40. The API Impact
Brand Engagement:
⢠A change in creativity - the process of creating
ideas with impact
⢠Creativity NO LONGER ATL driven as
ide nd
A monologue / diatribe is no longer good enough e
ru beyo
â˘
T
⢠Essence of a GREAT idea MUST involve the
nd alking
audience - amplified impact
e xte d t
If a brand doesnât drive the engagement the ran
a b at you
â˘
audience will
⢠Instant impact demands instant response
⢠Numbers & analytics become central to success
Monday, 17 October 11
41. The API Impact
Impact:
⢠Ideas become bigger, FASTER
⢠Creation of continuous dialogue & observation
⢠Create & harness a community around a brand
⢠Start of social commerce in multiple places
⢠Consumers interact with brands in their preferred
digital environment
⢠Data optimised creative experiences
Monday, 17 October 11
72. Hahn Super Dry
ood
eg l
On ia
soc isnât
orm ugh
atf no
pl d e
goo
Monday, 17 October 11
73. Key take out for Australians
1. Get all of your agencies talking UP FRONT
2. Plan bigger ideas - more than TV
3. Understand where your audience lives
4. Investigate technology & platforms
Monday, 17 October 11
74. Key take out for Australians
1. Get all of your agencies talking UP FRONT
2. Plan bigger ideas - more than TV
Understand where your audiences c
an
3. a lives
Ide 0 x
4. b e 1 han
Investigate technology & platforms
rt
bi gge are
th ey
Monday, 17 October 11
75. API Driven Media
Realtime Insights & Optimisation
Monday, 17 October 11
79. API Driven Media Approach
d
Pai 1.5B l
- ura
rch s PCM
Sea che Nat rch
Sea
r Sea
k
e boo e le
Fac Pag dab .5B
B s Bid y - 2
- 17 ession a
r D ispl age
Imp PCM P
Monday, 17 October 11
81. Multi-Channel Optimisation
Display Model Facebook Model SEM Model
+ +
the a
s is edi
hi f m
T
eo g-
tur din
fu ra 3-
t ing
com s
TV 5yr
Monday, 17 October 11
85. Why is this important?
Click Through Rates
0.86%
0.90%
0.80%
0.70%
0.60%
0.50%
0.40%
0.30%
0.20%
0.04%
0.10%
0.00%
Normal Ad Formats
API Fuled Ads
Monday, 17 October 11
86. Why is this important?
Click Through Rates
0.86%
0 ,
2 ct x
0.90%
0.80%
0.70%
0.60%
pa
0.50%
im y&
0.40%
0.04%
nc
0.30%
cie n
0.20%
efďŹ tur
0.10%
0.00%
Normal Ad Formats
API Fuled Ads
re
Monday, 17 October 11
87. Impact is more than just click through
0.25
21.70%
0.2
20X
14.50%
0.15
0.1
8.50%
6.30%
0.05
0
Engagement Rates
Brand Awareness
Brand Preference
Purchase Intent
Rates
Monday, 17 October 11
88. Impact is more than just click through
0.25
21.70%
0.2
20X
14.50%
0.15
0.1
8.50%
6.30%
0.05
0
Engagement Rates
Brand Awareness
Brand Preference
Purchase Intent
Rates
Monday, 17 October 11
89. API Driven Optimisation
Media
 Engagement
Op9misa9on PlaGorm
Awareness Engagement
Unified Platform.Maximum Return.
Media, Optimisation & UX - together
Monday, 17 October 11