Miki Devic gave a presentation on online advertising revolutions. He discussed how online advertising has evolved significantly over the past 15+ years, from early banner ads to today's complex ecosystem. He highlighted key challenges for service providers and media owners in adapting to changes. Devic also presented case studies on campaigns by Mercedes-Benz and Samsung that utilized new approaches like content partnerships, microsites, and video to engage audiences. Overall, Devic's presentation showed how online advertising has transformed due to technology, data, and changing consumer behaviors.

1. Bucharest, 9-10 November 2011 www.httpool.com
Miki Devic / Entrepreneur / Co-founder httpool Group & CEO Germany
„Online Advertising ®evolutions“
Miki Devic - mikidevic.com / Twitter :@Miki_D / LinkedIn : http://www.linkedin.com/in/mikid
httpool Group - httpool.com / noovo.com / drmtm.com / unlike.net

2. Hello ;-) How To Web
Introduction
• Miki Devic / 34 yrs / Düsseldorf / Germany / Internationalist
• 15+ yrs. international, Online Advertising & Marketing experience for
leading international brands and agencies (WPP, Omnicom)
• “Agency Guy gone Entrepreneur ”
• intel, Mercedes-Benz, Apple, Deutsche Telekom, Lufthansa, Nike,
Amazon , citibank, opodo and many more…
LinkedIn : linkedin.com/in/mikid Twitter: @Miki_D Posterous : mikidevic.com

3. Agenda
• Introduction – httpool Group (video)
• Online Advertising – We have come a long way !
• Challenges
• Where is Online Advertising heading ?
• Cases – Mercedes-Benz & Samsung

4. httpool is a leading full service online advertising provider for international &
emerging markets
Company Overview
 A full-service online and mobile advertising provider focusing on Emerging Markets
 Leading CEE position & presence in Asia & LatAm
 Global coverage - 50+ markets
 Currently employs over 95+ professionals across 19 international offices
 Markets: UK, DE, AT, SI, CZ, CRO, SRB, BaH, MK, BG, RO, UKR, RUS, MD, HK, SG, IN , ARG
 Incorporating: MENA and LATAM regional offices
Mission:
Becoming the central hub for international brands and advertisers trying to penetrate international
and emerging markets.

5. A central point for local & international advertisers / publishers.
Operating our global network through proprietary httpool Ad-Platform.
Publishers Advertisers & Agencies
Global
Advertisers
Publishers
Premium Solutions on
Premium Positions
Premium
Agencies
Publishers
$ $
CPM CPC CPX
Httpool AdPlatform on
Secondary Positions
Ad-
Long Tail & Networks
Exchanges

6. httpool corporate video 2011
• Miki Devic / 34 yrs / Düsseldorf / Germany
• “Agency Guy gone Entrepreneur”
• 15+ yrs. Online Advertising & Marketing
experience for leading international brands
and agencies (WPP, Omnicom)
• intel, Mercedes-Benz, Apple, Lufthansa, Nike,
chrysler,
and many more…
• mikidevic.com

7. • Online Advertising
• We have come a long way…

8. Online Advertising – We´ve come a long way
1997 2000
Overture, launched in 1997 as GoTo.com, IAB introduces the
pioneered the advertising model, known skyscraper format.
as "paid search" or "pay-per-click". The birth of an enhanced
1995 The Internet gains broad commercial version of html, the
1993
Large acceptance as a sales medium. standard language for
Global Network
corporations and Businesses flock to the Web to create e- creating web pages, was
Navigator
brands such commerce sites, and content sites the key catalyst in the take-
(GNN), the first
AT&T, Saturn, (usually online versions of newspapers or up of Flash. Dhtml, which
commercial
Time and Proctor magazines) offer advertising space. As emerged at the start of
website
& Gamble begin advertising begins to saturate the Web, 2000, gave control over the
launched in
investing in both marketers try new tactics to gain layers within a page - cue
August 1993
their own attention. By the end of 1997, pop-up and expanding banners, pop-
websites and pop-under ads became common. ups, Skyscrapers and
online Overlays.
advertising.
25/10/1994 1996 1998
First graphical the first major change IAB Europe formed.
web ad in UK. to online advertising. The industry releases a
Modem Media Hewlett-Packard package of shapes
Creates first embedded Pong (the first and sizes to extend
internet banner video arcade game) into a the scope of online
ad. AT&T and banner ad-creating one of with six new formats.
Coors Brewing the first interactive ads on
Company on the Internet, ushering in a Start of venture capital
Global new era of interactive rich investments bought in
Navigator media advertising. anticipation rather
Network and then actual bottom
HotWired. line – was the promise
of what could be.
Get Big Fast business
strategy

9. Online Advertising – We´ve come a long way
2003
Website owners
launch universal
2002 advertising
Google introduces package – four
its AdWords formats that run
program, which will across thousands of 01/10/2005
lead the text-based websites in the UK Video Overlay ads
advertising and make media invented by
movement. planning easier Brightcove
2001
2004 2009
Flash Player is now the most
Search advertising Social Media
widely distributed piece of
overtakes cinema (by Breakthrough
software on the Internet -
size and market share). Businesses move
ahead of Internet Explorer,
Online catches radio – their advertising
Netscape Navigator, and
rapid growth rate in the efforts into new
Real Player.
size of this market areas by making
Taskforces for standardizing
suggests it is neck and wide use of social
and developing rich media
neck with radio on media such as
advertising formats.
about 3.5–3.7%of total Twitter and
UK ad spend Facebook.
The "dot-com crash" leads
A decade after the first
to a sharp decline in online
online ads appeared,
advertising spending.
spending on Web
advertising reaches
nearly $9.6 billion.
Source: IAB

10. Online Advertising – We`ve come a long way
The First Commercial Website August, 1993
Tim O'Reilly
GNN
News
GNN
Magazine
(Issue
#1)
The
Whole
Internet
Catalog
GNN
Marketplace
Navigator's Forum

11. Online Advertising –We´ve come a long way
First Banner - Hotwired October,1994
Hotwired October,1994
First graphical web ads
AT&T and Coors Brewing Company on Global Navigator Network and HotWired.
The very first banner campaign attracted a CTR of 42 % ;-)

12. Online Advertising – We´ve come a long way
First Interactive Ad 1996
Hewlett-Packard embedded Pong (the first video
arcade game) into a banner ad-creating one of the
first interactive ads on the Internet, ushering in a new
era of interactive rich media advertising.
First Volvo Banner on Hotwired 1994

13. Online Media Planning 90`s
• Limited Eco-System - Very few choices
• No „real“ planning data available
• socio demographics ,insights, Behaviour
• No Targeting
• Point of Interest based planning
• Limited creative opps
• 3-5 Formats Standard-Formats
• Limited efficiency metrics
• CTR, CPC & Visits

14. Since then ?
Exponential Growth !

15. Global Ad Spend by Category
Mobile & Digital Advertising leading growth.

16. CEE Ad Spending

17. Germany : Ad Spending & Media Mix
Germany : Great growth but still under-represented in the Media-Mix !
Media consumption patterns and usage vs. Share of Online

18. What has CHANGED for us
- as an industry ?

19. EVERYTHING !

20. CHANGE !
• Consumers & Lifestyles
• Media Consumption Patterns
• Media Landscape & Channels

21. Online Media / Consumer Centric Marketing Comms Today

22. CONSEQUENCES
AD INDUSTRY TRANSFORMATION...

24. CHANGE !
• Ad-Industry Transformation
• Mainly driven by:
• Technology
• Infrastructure
• Data

25. Online Media / Marketing Comms Today
Increased complexity / Management & Organisational
Credits : bridgetrack.com

26. Challenges for Service Providers / Agencies
• Significant investments required :
• Transformation of established
Industry Models
• Technology & Tools
• Talent & Skills

27. Challenges for Media Owners / Publishers
• Endless monetization opportunities
• Finding right integration models and
balance
• Content vs. Advertising
• Branding vs. Performance
• Standard vs Rich-media

28. Where is Online Advertising heading ?

29. Where is Online Advertising heading ?
Slightly slower but steady growth.

30. Where is Online Advertising heading ?
Significant Share in the Media Mix

31. Trends…

32. • Trading
• Ad-Exchanges &
• Real-Time-Bidding
• SSP/ DSP
• Targeting & Data
• Mobile

33. Ad-Exchanges / Real-Time-Bidding/Trading

34. Ad-Exchanges / Real-Time-Bidding/Trading

35. Targeting & Data Aggregation

36. Mobile

37. Case Studies
• Mercedes-Benz
• The Avant/Garde Diaries
MEC & httpool
• Samsung
• Samsung Galaxy S II
Protein UK & httpool

38. Case Study
httpool & MEC for Mercedes-Benz
• The Avant/Garde Diaries
• New Approach to brand comms
• online & mobile & events
• Strategic Media Partnerships
• Content Satellites & Microsites
• Creation of editorial environments
Partners : VICE.com , unlike.net, highsnobiety.com

39. Case Study : MB - The Avant/Garde Diaries
Media Partnership Strategy
MEC & httpool for Mercedes-Benz

40. Case Study : MB - The Avant/Garde Diaries
Media Partnership Campaign Mechanics
MEC & httpool for Mercedes-Benz

41. Case Study : MB - The Avant/Garde Diaries
Media Partners : VICE.com , unlike.net, highsnobiety.com

42. Case Study : MB - The Avant/Garde Diaries
VIDEO/ MEC

43. Case Study
Protein London & httpool & unlike.net
• Samsung Galaxy S II
• New Approach to online & mobile
• Microsites, i-phone & Android App
• Video Guides
• Content Production

44. Case Study : Samsung Galaxy S II Microsite
Protein Networks London & httpool & unlike.net

45. Case Study : Samsung Galaxy S II Video Guides
Protein Networks London & httpool & unlike.net

46. Case Study : Samsung Galaxy S II Display Ads
Protein Networks London & httpool & unlike.net

47. „ Thank You !“
Miki Devic - Twitter :@Miki_D / LinkedIn : http://www.linkedin.com/in/mikid Blog : mikidevic.com
httpool Group - httpool.com / noovo.com / drmtm.com / unlike.net