1. Building Brands in
a Digital World
Brett Wilson
CEO & Co-Founder
IAB Canada RTB X Series, May 2013

2. 2

3. The Purchase Funnel
3

4. The Vehicle for Mass Awareness
4

5. Brand Advertising Used to Be Simple
5

6. Now Brand Advertising Getting Complicated
6

7. Now Brand Advertising Getting Complicated
7

8. Blindness to Online Direct Response (Display) Ads
“60% OF PEOPLE CAN’T REMEMBER
THE LAST DISPLAY AD THEY SAW.”
Source: Infolinks, 03/13

9. What We See

10. What They See

11. New “Purchase Funnel,” More Like A Journey

12. RFP Process = Complicated & Costly
It’s Time For New Rules

13. Opportunity
13

14. Video Ad Growth is Exploding In Canada…
CANADA VIDEO AD SPEND
CANADA VIDEO AD SPEND
GROWTH AVG.
GROWTH YEAR
66% PER AVG.
66% PER YEAR
$37M
2010
$73M
2011
$128M
2012
$181M
2013
$239M
2014
SOURCE: eMarketer.com, Dec. 2012 – In conjunction with IAB Canada

15. …but TV is the Untapped Opportunity
CANADA VIDEO AD SPEND
CANADA TV AD SPEND
GROWTHAVG.
AVG.
GROWTH
66% PER YEAR
4-5% PER YEAR
$37M
2010
$73M
2011
$128M
2012
$181M
2013
$3.2B
$3.3B
$3.4B
$3.6B
$3.8B
$239M
2014
2010
2011
SOURCE: eMarketer.com, Dec. 2012 | ZenithOptimedia, 2012.
2012
2013
2014

16. “Software is
Eating the
World…
…Software is
Eating Media
Buying.”
MARC ANDREESEN
16

17. What does Programmatic mean?
17

18. What does Programmatic Branding mean?
18

19. Programmatic Brand Marketing Platform
The Promise of Programmatic Branding
19

20. Bringing Back The Marketing Process
This Classic Never Grows Old

21. The New Face of Media

22. Cross Platform Reach
Find Fragmented Audiences Across-Devices

23. TubeMogul is Here to
Support Your Lead

24. Global Leader in Programmatic Branding
INTERNATIONAL OFFICES
EMERYVILLE (HQ) | NEW YORK | LONDON
TOKYO | LOS ANGELES | CHICAGO | SYDNEY
SINGAPORE | TORONTO | DETROIT | KIEV
24

25. Canada’s #1 Video Platform
Over 177M Pre-Roll Views and
400 Campaigns Since Oct 2012!
Monthly Video Streams
57M
Monthly Reach
102M
9.0M
Minutes Per Viewer
4.8M
4.6M
comScore Video Metrix, April 2013
3 MIN
4 MIN

26. Thought Leadership: TubeMogulU.com and Beyond

27. Video Viewability– Developed by TubeMogul
Open Source Technology as the Industry Standard

28. First Digital GRP Planning Tool

30. TubeMogul & Canada…Taking On The World!

31. In CANADA, nearly 92% of internet
users over the age of 14 watched video
at home or at work as of October 2012,
according to comScore, a higher
percentage than anywhere else in the
world except Argentina.