Kent Wertime Chief Operating Officer
Ogilvy & Mather Asia Pacific

The Global User Base Source:
http://www.internetworldstats.com/ Asia 44% of global U.S. 11.7% Rest of world 88.3% U.S. 66% Rest of world 34% China 22.9% Japan 4.6% India 4.7%

The Digital Device Shift 1
Million new devices connected daily

The Digital Device Shift Toward
10 Billion

8

DigiMarketing Shift: A defining topic
for a generation of marketing

Three Eras of Digital Marketing
New & Experimental 90’s Mass & Mainstream 00’s Predominant & Pervasive 10’s

Global Ad Spend
$500 Billion

2012f Global Ad Spend 2004
41.5% 4.3% 6.5% 26.1% 15.4% 6.0% 43.7% 18.6% 5.2% 16.6% 9.8% 5.9% Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors

2012f Global Ad Spend 2004
$16B $100B Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors

India Ad Spend

2012f India Ad Spend 2004
38.5% 0.6% 2.0% 47.2% 4.3% 7.4% 41.6% 4.5% 4.8% 40.7% 2.4% 5.6% Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors

2012f India Ad Spend 2004
$17M $353MM Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors

Confidence Gap: A continued lag,
an under-invested market

Marketers Still Lag Consumers Source:
eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008, Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report, eMarketer Jun 2010 "Online Ad Spend Bounces Back" and Forrester Dec 2010 "Understanding the Changing Needs of the US Online Consumer" % Consumer Time Spent Online % Advertising Dollars Spent Online The Marketing Confidence Gap

DigiMarketing Imperatives

01 From P-O-E to P-U-C

Marketer Organizing Principle - POE
Paid Owned Earned

Consumer Organizing Principle - PUC
Participation Utility Contribution

More tweets, lower the price

Consumer Organizing Principle - PUC
Participation Utility

Source:MobileAppsWorldwideForecast2011-2015 9.00AMSINGTEL Friday, March 17
9:00 2011 2015 89.0 B 18.4 B

Nike, Becks, Smirnoff, Tiger beer
& Adidas help you to find activities around your location North Face provides you with the latest Snow reports NIVEA tells you what sun lotion you should use Once a week Once a quarter Branded UtilityProliferation

Consumer Organizing Principle - PUC
Participation Utility Contribution

Loyalty / Purchase Influence /
Word-of-Mouth New Dimension of Customer Value Customer Contribution

• Fan sites • Viral
videos • Blog postings • Voting • Consumer critiques • Co-creation • Crowd sourcing • Customer feedback surveys • Loyalty clubs online • Virtual fan events • Online corporate events • Online pre-ordering • Friend-get-friend campaigns • Bulk purchasing online • Participation in online promotions • Use of company’s virtual goods • Product customization and sharing • Secondly markets (E-Bay) Customer Contribution

Inviting community members of to
openly submit their ideas for the new Muji product. More than 50 of Muji product has been developed from this community. Community Driven Product Innovation

02 Content Ecosystems

Content = Digital Bait

WATSON
on Jeopardy!

Topline Results XXX in validated
Lead Venue XXX in Win Revenue

03 Social at the Center

04 Data Value Exchange

Data Value Transaction  Predictive
models / Recos  Customer user preferences  Personal comparisons to average  Value prompts  Offer bundles  Participation incentives  Co-brand data sharing / offers  Personal habits tracking

05 Managing Consumer Trust
(Constantly)

Tim Berners-Lee, Developer of the
Internet BBC Interview, March 18, 2008 On personal data: “It’s mine – you can’t have it. If you want to use it for something, then you have to negotiate with me. I have to agree. I have to understand what I’m getting in return.”