das kickoff workshop with nextmark: are you ready for the bionic age of digital media planning?
TRANSCRIPT
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Are You Ready for the Bionic Age
of Digital Media?
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Hotwired served up the first banner ad for AT&T
on Oct. 27, 1994
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The “Guilded” Age
Advertising inventory was purchased in large batches at negotiated rates expressed in contracts called insertion orders, just like in print. These early digital media artisans soon joined together and established the guilds that became known as digital media agencies. Like medieval guilds, they closely guarded their trade secrets and only passed them down to their apprentices.
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Media plans were made in Excel
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42-step manual process
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What is a DSO?
(hint: it came before DSPs)
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Digital Switchboard Operators
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Email Excel FileSharing
Research
Ad Serving
Buying / Billing
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Ad Network
Source: Right Media
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500 Ad Networks
Source: Right Media
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Daisy Chaining
$5.00
$1.00
Source: Right Media
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Source: Right Media
Ad Exchanges
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April 2007
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April 2007
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July 2007
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The Machine Age
The Machine Age introduced astonishing efficiency through real-time bidding on ad exchanges. Instead of humans taking weeks to plan and execute a campaign through an insertion order, machines purchased impressions at auctions that took place in the milliseconds before a browser loaded your Web page.
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hundreds of companies making machine parts
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machines threatened to break the guilds
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RTB
Direct$2billion
$8billion
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RTB
Direct$2billion
$8billion
?
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That’s where the money is.
Why do you rob banks?
Sutton Pivot
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RTBDirectBuyingRTB
It’s not real-timeThere’s no bidding
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“The cost of not having a connected business is costing the [digital advertising] industry $3.6 million dollars per hour.” Neal Mohan, Google’s Vice President of Display Advertising Products at Google’s thinkDoubleClick June 2013 event.
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Source: AdExchanger
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Programmatic Direct
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The Bionic Age
We use computers to automate the repetitive, mundane tasks to free us humans to do what we do best: be creative and strategic.
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Man versus Machine
Man and Machine
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Humans + Automation=
Achieve Super-Human Results
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Productivity
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Speed
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Listening and Optimization
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New Insights
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Step 1 to becoming Bionic:Get a t-shirt
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Step 2 to becoming Bionic:Replace Excel with
a real media workflow system
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Buying / Billing
Research
Ad Serving
Workflow
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Big Announcement
(for us, anyway ;-)
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is now known as…
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www.bionic-ads.com
ChrisChris O’Hara
Co-Founder & CRO
AdeleAdele Pellicane
VP Sales
MarkMark Winberry
Director of Product Management
JoeJoe Pych
Co-Founder & CEO
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