There are multiple challenges and questions related to advertising to perspective customers in the age of multi-screen and multi-tasking. The seminar Aljoša held at Webit 2013, is addressing the key challenges of cross channel advertising, preconditions for its successful execution and the key benefits of cross channel advertising. Aljoša is a founder and CEO of Httpool, a cross channel advertising network covering most of the CEE, with presence in Asia and focus on international markets outside US and WE.

1. CROSS CHANNEL ADVERTISING
Aljoša Jenko
Founder and CEO
Webit 2013

2. THE KEY QUESTIONS
•
What are the key challenges of cross channel advertising?
•
What are the preconditions for its successful execution?
•
What are the key benefits?
2

3. CHALLENGE 1: FRAGMENTATION OF USER BEHAVIOR AND
MULTI DEVICE AND MULTI CHANNEL MEDIA CONSUMPTION
3

4. CHALLENGE 2: PROCESSES AND ORGANIZATION ARE NOT ALIGNED
WITH FRAGMENTED DIGITAL MEDIA CONSUMPTION
MOBILE
E-MAIL
SEM
Users continuously switch among multiple channels
SOCIAL
Campaigns are still managed across one or few
channels, which are managed individually
VIDEO
FRAGMENTED DIGITAL MEDIA CONSUMPTION
DISPLAY
LINEAR ADVERTISING APPROACH
4

5. CHALLENGE 3: INCREASING FRAGMENTATION OF
AVAILABLE TECHNOLOGY AND INVENTORY SOURCES
5

6. THE CURRENT DIGITAL ADVERTISING REALITY
MEDIA
CONSUMPTION
•
•
•
Multi channel
Multi device
Highly fragmented
ADVERTISING
APPROACH
•
•
•
Single channel
Single device
Channel
specialists
FRAGMENTED
SUPPLY
•
1000s of publishers,
ad networks,
exchanges, DSPs…
6

7. HTTPOOL’S COMMITMENT
7

8. KEY ENABLERS OF CROSS CHANNEL ADVERTISING
TECHNOLOGY
•
A single cross
channel and cross
device platform
METHODOLOGY
•
Cross channel
specialists &
approach
FULL ACCESS
•
Local and
international
inventory sources
8

9. TECHNOLOGY
Full support based
on a cross channel
and cross device
marketing platform
that will use artificial
intelligence to
manage and
optimize ad
campigns based
on predefined KPIs.
enabler
commodity
special function
full support
9

10. METHODOLOGY
A cross channel approach based on channel roles, attribution
modeling, dynamic creatives, autamatic rules and clearly defined KPIs.
10

11. FULL ACCESS
Full range of ad
formats.
All targeting
options.
One platform for
multiple channels
and devices.
Broadest range of
pricing models.
Premium, secondary
premium and long-tail
inventory; across major
local and international
publishers, exchanges
and ad networks.
AD NETWORKS PROVIDE AGENCIES FULL ACCESS TO BOTH PROPRIETARY
AND 3RD PARTY INVENTORY IN AN OPEN CO-OPETITIONAL ECOSYSTEM
11

12. ADPLATFORM
Access to
global and local
inventory
HTTPOOL AD
NETWORK
Ad delivery across
all channels and
devices
Facebook
campaign
management tool
Including viewable
impressions and
interactions

13. KEY CHALLENGES, ENABLERS AND BENEFITS
OF CROSS CHANNEL ADVERTISING
FRAGMENTED
MEDIA
CONSUMPTION
LINEAR
ADVERTISING
APPROACH
FRAGMENTED
SUPPLY SIDE
ENABLERS
CROSS CHANNEL
PLATFORM
CROSS CHANNEL
APPROACH
BROADEST
INVENTORY
SOURCES
BENEFITS
EXLOITING
SYNERGIES
INCREASING
EFFICIENCY
ENABLING
SIMPLICITY
CHALLENGES
13

14. Aljoša Jenko
Founder and CEO
E: jenko@httpool.com
W: www.httpool.com