ad monster knowing what you don't know_20sep11

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“Knowing what we don’t know” AdMonster Conference Cologne, 20 September 2011 Frederic Joseph Chief Digital Officer, ZenithOptimedia

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How technology reshuffles the media industry and particularly media agencies

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Page 1: Ad monster knowing what you don't know_20sep11

“Knowing what we don’t know”

AdMonster ConferenceCologne, 20 September 2011

Frederic JosephChief Digital Officer,

ZenithOptimedia

Page 2: Ad monster knowing what you don't know_20sep11

© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

All major social changes have been ignited by technology

• Medicine• Culture• Communication• Politics• Democracy

...

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

Technology

• Unlocks creativity and ideas

• Bridges contact with content

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

VW Golf Blue motion Norway

Tesco (Homeplus) South Korea

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

Key partners to ZenithOptimedia have reshuffled in 5 years

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

FB Edge Rank

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

Real time planning - Listening

‘designed cleverly enough, market research surveys will answer any

question you can think up. But they can’t tell you what you never

thought to ask. And what you never thought to ask might be the most important question for your

business.’ Groundswell, Charlene Li and Josh Bernoff

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8© 2011. All rights reserved. VivaKi. Proprietary and Confidential.

Advertisers purchase

majority of inventory through

publishers directly

Networks consolidate long tail and

remnant inventory

Networks begin to

purchase and package premium content

Advanced data begins to

fuel networks’ audience segments

Ad Exchanges emerge to

address marketplace inefficiencies

Agency Trading Desks grow into

centers of audience-buying

expertise

Technology & Data

convergence leads to Real

Time Bidding/Buying

Demand Side Platforms (DPSs) expose exchange

inventory in single

environment

2001 2003 2005 2007 2009 2011

Trading evolution

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

Need to address the new paradigm

SpecialistGeneralist

Volume

Detail audience (at scale)

Performance

Branding

Buy Data

Buy Inventory

Skill set to

understand

technology

Business model

committed on

action

Content / Engagement

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

10

How many people in the room understand this chart?

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The Product Roadmap

Search Display MobileVideo

Real time bidding market place will become the norm

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

Evolution of our technology strategy

Ahead of our times we created our own proprietary technologies

We need to be honest and recognise we can’t compete

World is moving so fast...

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

T Nerve Center provides tools, technology and partners to connect Vivaki brands to People

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

We invest in layers on top of open technology

• We invest in layers of proprietary technology on top of best of breed open technology

• We build the connective technology not the platform

• This allows to chose what best technology there is on the market

• Clients don't fear being tied up to us through our proprietary technology.

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Broad range of promising emerging companies

Covering many areas: Creative tools

Measurement

Local creative management

Local mapping

Social content

Social media

Consumer devices

Mobile

Advanced TV

In-store

OOH

Peer to peer

Online video

Vivaki ventures

15© 2011. All rights reserved. VivaKi. Proprietary and Confidential.

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

The Gartner Hype Cycle

Technology trigger.

Peak of inflated expectations.

Disillusionment.

Plateau of productivity.

Slope of enlightenment.

Visibility

Maturity

Twitter

Facebook

Search

NFC

Smart to

invest

Smart to

invest

The audience is often ahead of us...

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

Clients want Integration AND Specialisation

What’s the best balance between integration and specialisation?

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

Talent

• A two stream world: Connected / Not connected.

• More subtle then age segmentation

• Need to fight inertias• True at every level of the

organisation• Issue at clients end as well...

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

• Naturally comfortable with technology

• Reshaping the agency on the back of new talents

• API experts• Content developers• Programmers• Analytics experts• ...

Recruiting the talents of tomorrow

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

Privacy and transparency compliance

• Watch out – all the above is under threat...

• We can’t sit back advertisers/agencies/ publishers...

• Technology brings added value to the user

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

VW Golf Blue motion Norway

Tesco (Homeplus) South Korea

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

Moving into a technology driven world needs...

• Acknowledgement at CEO level in companies

• Evolution of talent profiles at every stage• Generalists need to be multi specialists• In-depth training programs• Ongoing process of learning• Agency structures should not be confined

by channel but by skill - bid vs buy• All publishers need to embrace this

change as well

• Transparency compliance

Both at agency and

clients ends

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

“This journey is only 1% finished”...

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© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.

Thank you!...

Frederic JosephChief Digital Officer

ZenithOptimedia@FredJoseph_UKFR