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DG: Volatile State of Convergence
- 2. © 2013 DG Inc. All rights reserved.
The Volatile State of Convergence
Ryan Manchee
Director of Innovation Strategy
@rmanchee rmanchee@dgit.com
2
Finding the Digital Sweet Spot
- 3. © 2013 DG Inc. All rights reserved.
is brewing
3
A storm
- 4. © 2013 DG Inc. All rights reserved. 4
The pressure is mounting
- 6. © 2013 DG Inc. All rights reserved. 6
CONVERGENCE
- 7. © 2013 DG Inc. All rights reserved.
2.7hrssocializing per day
2xwe spend eating
7
- 8. © 2013 DG Inc. All rights reserved. 8
Politics
- 12. © 2013 DG Inc. All rights reserved. 11
vs
5years ago?
- 13. © 2013 DG Inc. All rights reserved. 12
5years from
now
?
- 14. © 2013 DG Inc. All rights reserved. 13
The Mann
1980’s
1990’s
Steve evolved wearable computers
- 15. © 2013 DG Inc. All rights reserved. 14
“He angrily grabbed my eyeglass, and
tried to pull it off my head. The eyeglass
is permanently attached and does not
come off my skull without special tools.”
but they’re not ‘lovin’ it...
‘Cyborg’ thrown out of
Paris McDonalds
- 16. © 2013 DG Inc. All rights reserved. 15
Stop the Cyborg
Seattle Cafe
West Virginia
‘While Driving’
“Google Glass is banned
on these premises”
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CHANGE IS EMOTIONAL
:(
- 18. © 2013 DG Inc. All rights reserved.
laugh
17
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cry
17
- 20. © 2013 DG Inc. All rights reserved. 18
INTERACTIVE
TV SDK
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Compare instantly
84%
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Charging customers
for “just looking”
“As of the first of February, this store
will be charging people a $5 fee
per person for just looking.
The $5 fee will be deducted when
goods are purchased.”
“hours each week
giving advice to
people who leave
empty-handed.”
- 23. © 2013 DG Inc. All rights reserved.
13%switch store
21
- 24. © 2013 DG Inc. All rights reserved. 21
inner
circle
- 25. © 2013 DG Inc. All rights reserved. 22
ADS ARE NOW
SOCIALLY ENABLED
1 IN 8
BRANDS ARE BECOMING MORE SOCIAL
- 26. © 2013 DG Inc. All rights reserved.
78%
only 14% trust advertisements
of consumers
trust peer recommendations
23
- 27. © 2013 DG Inc. All rights reserved. 24
survive!
Find a way to
- 28. © 2013 DG Inc. All rights reserved. 25
Strategy & Planning
- 29. © 2013 DG Inc. All rights reserved. 26
States of Convergence
- 30. © 2013 DG Inc. All rights reserved. 27
volatile
- 31. © 2013 DG Inc. All rights reserved. 28
Solid
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Liquid
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In the Cloud
- 34. © 2013 DG Inc. All rights reserved. 31
[data]
Digital Dialogue
- 35. Can data make you happy?
32© 2013 DG Inc. All rights reserved.
Or better yet, can it tell if you are happy?
- 36. Can data make you happy?
32© 2013 DG Inc. All rights reserved.
Or better yet, can it tell if you are happy?
- 37. © 2013 DG Inc. All rights reserved.
Visible MessageAudience Time
34
Verification
+ + +
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right ad right time
TV combined with online's targeting and measurement capabilities.
35
- 39. © 2013 DG Inc. All rights reserved.
only 7 in 10 ads are actually
seen by their target audiences
where’s the accountability?
36
Did you know?
where is the viewability?
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Video is everywhere
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OVER 3/4 OF GLOBAL CONSUMERS
WATCH ONLINE VIDEO – WHETHER
PCs, CONNECTED TVs OR MOBILE
- 42. © 2013 DG Inc. All rights reserved.
Rich Media + Video Across Screens
39
Use Case
Ad
In-Banner In-Stream
Primary Screen
MobileDesktop
Technology
MobileDesktop
Ads built
entirely in
HTML5
Non-
Interactive
(VAST)
Interactive
(VPAID)
Non-
Interactive
(VAST)
Flash +
HTML5
Backup
Ads built
entirely in
HTML5
Desktop ad
- 43. © 2013 DG Inc. All rights reserved. 40
11%
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HTML5 Tablet
41
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Repurposing
43
- 47. 44
280M
© 2013 DG Inc. All rights reserved.
Second Screen
TV Apps downloaded in 2012
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new water-cooler
45
Dual Screen
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are blurred for consumers
Lines+
MARKETERS
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Global Shipments
48
900m
172m Source: IDC
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Global Shipments
48
>1bnmobile devices in 2013 alone
that are video enabled
PC Shipments DOWN 13.9%!
Source: IDC
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Internet Traffic will be video by 2014
91%
49
(It made up about 40% in 2012!!)
- 54. © 2013 DG Inc. All rights reserved.
50%Tablet users watch video content
50
- 55. © 2013 DG Inc. All rights reserved. 51
63%tablet video is
watched at home
Truly Portable TV
- 56. © 2013 DG Inc. All rights reserved. 51
Truly Portable TV
Living Room
39%
Bedroom
40%
Bathroom
9%
Kitchen
12%
- 57. © 2013 DG Inc. All rights reserved. 52
9%?!wiping?
swiping?
What are you
- 59. © 2013 DG Inc. All rights reserved.
US Interactive Revenue (billions)
54
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
36.6
31.7
26.0
22.723.4
21.2
16.9
12.5
9.6
7.3
6.0
7.1
8.1
4.6
1.9
.9.3
15%
- 60. © 2013 DG Inc. All rights reserved.
Ad market share by media (billions)
55
Internet
TV
2011
2012
2011
2012 76.6
36.6
71.8
31.7
- 61. © 2013 DG Inc. All rights reserved. 56
Pixel perfect
now
planning
58%Video & TV together
- 62. © 2013 DG Inc. All rights reserved. 56
Pixel perfect
2013
+20%marketers will join them
- 63. © 2013 DG Inc. All rights reserved.
Sales Lift Doubles
57
2xonline video vs traditional TV spots
Laurent Faracci, Reckitt Benckiser’s General Manager for Marketing
Wall Street Journal
- 64. © 2013 DG Inc. All rights reserved. 58
Fuse our thinking
- 66. © 2013 DG Inc. All rights reserved.
How focused are we on video?
60
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“We deliver more spots
than anyone, anywhere.”
50,000 media destinations across 78 countries
- 68. © 2013 DG Inc. All rights reserved.
And true convergence is the marriage
62
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We started the digital ad revolution
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We invented rich media advertising
64
- 71. © 2013 DG Inc. All rights reserved.
Terrestrial Ultra HD Broadcasting
65
• Native 4K Ultra High-Definition (UHD) ingestion
• Dual-stream 3D broadcast video distribution
• Short and long-form HD content syndication
And are still at the forefront
of ad technology
- 72. © 2013 DG Inc. All rights reserved.
Driving consumer
engagement globally
66
We enabled the
first dual-screen
ad campaign
- 73. © 2013 DG Inc. All rights reserved.
We believe advertising is now video-centric
67
• SD/HD
• OTT
• Smart TV
• Mobile TV
TV Spots
• Desktops
• Mobile
• Tablets
• DOOH
Online Ads
• inBanner
• inPlayer
• inApp
• 2nd Screen
Streaming Video
- 74. © 2013 DG Inc. All rights reserved.
360° Campaign Management
68
Intelligence in Advertising
Unified Asset
Management
All cross-channel assets
conveniently housed in
one place
Multi-Screen
Delivery
Streamline delivery of
ad content to multiple
screens anywhere
Complete Analytics
Customized reporting of content
usage and performance
Delivery of appropriate
asset to viewing device
Media neutral data
determines relevant
message
Collates information
on consumer
requirements
Performance Reach
Verification
- 76. © 2013 DG Inc. All rights reserved.
Audience Reach
70
Simplifying the eco-system
Ad
A
B
- 77. © 2013 DG Inc. All rights reserved.
Audience Reach
• Unified asset management distributes cross-platform
70
Simplifying the eco-system
Spot
Ad
Product!
DATA
“Not
for me”
DATA
“Thanks”
Spot
Spot
A
B
- 78. © 2013 DG Inc. All rights reserved.
Audience Reach
• Unified asset management distributes cross-platform
• Consumer engagement produces intelligent retargeting
70
Simplifying the eco-system
Spot
Ad
Product!
DATA
“Thanks”
Spot
Spot
DATA
“Thanks”
A
B
- 83. © 2013 DG Inc. All rights reserved.
Towards Convergence
75
The present media reality
OnlineTV
- 84. © 2013 DG Inc. All rights reserved.
Towards Convergence
75
The dynamics of online
and the plethora of data
Online
The maturity of television and
the quality of video assets
TV
The media reality of tomorrow
- 85. © 2013 DG Inc. All rights reserved.
Towards Convergence
75
The dynamics of online
and the plethora of data
Online
The maturity of television and
the quality of video assets
TV
Mobile
Social
Analytics
The media reality of tomorrow
- 86. © 2013 DG Inc. All rights reserved.
TV Spots meet Online Advertising
- 87. © 2013 DG Inc. All rights reserved. 77
Insights
Analytics
your
assets
our
platform
all
screens
all
video
- 88. © 2013 DG Inc. All rights reserved.
Multiscreen Analytics
78
•watermarking spots
•brand specific
measurement / ratings
•Industry standard currency
for TV / Online (GRPs)
•TV Ratings, OCR, XCR, etc.
+
- 89. © 2013 DG Inc. All rights reserved.
Multiscreen Analytics Platform
79
- 91. © 2013 DG Inc. All rights reserved.
Ryan Manchee
Director of Innovation Strategy
@rmanchee rmanchee@dgit.com
Thanks. Your turn.
81