inspire² :: the walls must come down
DESCRIPTION
This presentation was part of my inspire² North American Roadshow. I focused on the importance of content and context, particularly how we view screen usage and the solutions available to take advantage of the multiscreen shift through social and video, and the importance of open data and connected systems in planning, optimizing, and evaluating campaigns. As the top independent advertising technology company, DG is leading the revolution against technology complexity. We’re shattering silos, unifying data, opening black boxes and fusing workflows.TRANSCRIPT
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The Walls must
come down
Ryan Manchee Director of Innovation Strategy DG MediaMind @rmanchee
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W
closed ecosystem
siloed planning
lack of convergence
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con·verge All pieces of digital coming together
display, mobile, video, social, TV
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keeping up with the consumer
What: Content?
Device?Audience?
Impact?
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Secondary Colors
Modern Planning
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perspective
and$change$our$mindset.$$
change our mindset
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Common thinking
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Audience
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Consumers are more connected than ever before.
Why aren’t brands connectingwith consumers?
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for consumers it’s all about content
!
content + CONTEXT
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page am I viewing
relevancesurroundings
device
WHAT IS CONTEXT?
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It is the context we're in and the
content we seek that dictates
the device we reach for.
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creativity is king
“But if someone can watch an entire season of a TV series in one day,
doesn’t that show an incredible attention span? When the story is good
enough, people can watch something three times the length of an opera.
The more we try new things, the more we will learn about our viewership,
the more doors will open both creatively and from a business perspective.”
-Kevin Spacey
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generation on demand
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consumersno longer glued to their seats
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© 2013 DG Inc. All rights reserved.
TV is evolving
everywhere
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© 2013 DG Inc. All rights reserved.
52%69%
TV in teen bedroom?
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© 2013 DG Inc. All rights reserved. 20
is TV still the first screen? a
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© 2013 DG Inc. All rights reserved.
Screen addicts
23yrslives in front of screens
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personal + professional
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your office is where your phone is
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also your theater...
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& your shopping cart
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Mindset
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The new consumer isn’t everyone, but it can be anyone.
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Be Brave.Be Relevant.Be Interesting.
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2
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Rich media is...
Insights
Analytics
And it’s now everywhere.
video.social.display.mobile.
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mobile is the first screenAlways on
Always connectedcontrol module
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vs
2015are you ready?
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HTML5Factory
Advanced creative development solution for cross-screen ad delivery. + in app/page/video
Rich Media Everywhere.
NOW AVAILABLE
MediaMind2
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ResponsiveAds
Customized ad experience for any screen or any device.
Cross screen delivery.
NOW AVAILABLE
MediaMind2
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Responsive BannersNo more creative walls between screens
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social is a utility
i
i
i
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65%71%
audience via mobile devices
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responsive+ native+ social+ scale
NOW AVAILABLE
MediaMind2
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revolutionVIDEO
0:23
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In the Cloud
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Videoless time
communicates more in
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6 sec
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Are TV ads working online?We are just hoping for the best...
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Video AdDesigner
Enriched experiences utilizing the best features of display. At scale.
Video is interactive.
NOW AVAILABLE
MediaMind2
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What you want to say
What they’re interested in
RELEVANCE
conversion
$$$
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We are tired of noise. !
We want value. Relevance. Curated awesomeness
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Smart(er) Versioning
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r wasted impressions
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SmartVersioning
Rapid refreshes for display and enhanced dynamic delivery for Mobile and Video.
Personalized.
NOW AVAILABLE
MediaMind2
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© 2013 DG Inc. All rights reserved.
slice dice
51
&creative
placement
channel
publisher
Omniscient reporting
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DATA
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Right message. Right audience.
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VerificationSuite
+ audience + time + safe + video + no ghosts
Right message
NOW AVAILABLE
MediaMind2
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Data
disconnected
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AudienceSuite
Your complete digital GRP across all of online. + Nielsen + Comscore
Cross Screen Measurement.
NOW AVAILABLE
MediaMind2
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creativitytechnology
data meets
meets
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Open System Integration
dsp dmp
search
marin
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Creative + Data Synthesis
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2
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marketers who think marketing has changed more in the past two years than in the past 5076%
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Be Brave.Be Relevant.Be Interesting.
Your turn.@rmanchee
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© 2013 DG Inc. All rights reserved.