trends in marketing & technology...7 2017 trends in marketing ad quality and why we messed up....

TRENDS IN MARKETING & TECHNOLOGY i |MS GLOBAL SALES CONFERENCE 2017

H A M B U R G _ 2 8 . J U N I 2 0 1 7

2

2015: (SOME OF THE) THINGS IN FOCUS

I | M S G L O B A L S A L E S C O N F E R E N C E 2 0 1 7 - T R E N D S I N M A R K E T I N G & T E C H N O L O G Y

9%

16%

29%

2013 2014 2016

DIGITAL AD SPEND // SHARE OF RTA*

e|MS

2015:

> 10%

17 58 114 182 369 305

494 660

801

1.161

2010 2011 2012 2013 2016

SALES OF TABLETS & SMARTPHONES [worldwide in m.]* Tablet Smartphone

Data: „We need to know more about our users“ Viewability: „Will change the market“ Native Advertising: „New core business“

* 2016: projected

3

2017: TOPICS & THESES


R.I.P.

The smart watch

The tablet

Yahoo!

The cookie

„Revenge of the machines“

• Automation has changed a whole

market

• Machines are learning rapidly

• Data is fuel

Is Facebook unstoppable?

Will Google build an ad blocker?

Is amazon data the most relevant?

4

2017 TRENDS IN MARKETING

Programmatic anything! IO is adopting.


Ad spend shares are up to 30-40% -

G+J is not behind, but rather a

pioneer.

Programmatic is not a channel or less

premium – it‘s just a way to handle

campaigns quicker and more

efficiently.

Programmatic means automating a lot

of repeating tasks – so that we have

more time for non-standard .

It also means much more

transparency – so we also have to

adapt our quality standards.

We are adopting standards for IO - like

automated quality checks, buying only

viewable impressions oder booking an

audience instead of a website.

Already today, you can buy any format

on any inventory programmatically at

G+J, including Ad Specials & Video

5

Image: Free vector graphic by pixabay.com


Data – the fuel of programmatic.


„Inventory is not that

important, we are interested

in reaching users at the right

time.“

An agency on working with

G+J in native advertising.

„What users are doing,

reading on the internet

matters very much for their

awareness of advertising.“

G+J on working with an

agency in native advertising.

Topic

Mood

Content

Interests

Existing

Returning

New customer

Location

Device

Time

„Buys catfood on amazon“

6


Data – the fuel of programmatic.


Facebook

Google

amazon

Agencies, advertisers, brands

What users search, like,

buy, watch, listen to, do

at home (& where we

live)…

Publisher

What users read…

e-commerce (… buy)

Video (… watch)

Data for inventory

Data for media / data for data

Data

exchanges &

cooperations

Additional

(own) data

sources

7


Ad Quality and why we messed up.

“We messed up. As technologists, tasked with delivering content and services to users, we lost track of the user

experience.“ (Scott Cunningham, IAB, SVP of Technology and Ad Operations, General Manager of the IAB Tech Lab)

Industry initiatives (we are participating in) Gruner + Jahr specific


Ad blocking rates are on the rise,

especially with young users .

Privacy concerns, fraud lead to new

security measures. Ads essentially broke the internet.

Coalition for better Ads

A standard for less annoying ads,

including a filter for Google Chrome.

IAB New Ad Portfolio

New, responsive formats, lightweight,

secure, data-protected and non intrusive.

G+J Ad Quality Tool Chain

Less errors, better visibility, no hidden

tracking, more security.

8

2017 TRENDS IN TECHNOLOGY

Machine Learning, Artificial Intelligence, Bots


In 2016, AlphaGo, an artificial intelligence developed by

Google, beat the GO world champion. AlphaGo is self

learning and recovered from a crucial mistake.

In 2017, a journalist from German media service „kress“

asked one of the most intelligent bots whether she would

buy his magazine. She replied she‘d rather read it online –

for free.

Try for yourself: Google Translate is now AI powered and

self-learning – instead of translating word by word.

More Machines: language recognition, bidding strategy in

programmatic, probability of buying decisions, …

9


Home automation & personal assistants

„Ok Google, turn on living room lights

… play relaxing house music in appartment

… how‘s the weather tonight?

… what‘s my agenda tomorrow?“

„Hey Google, put red whine on the shopping list.“


A microphone or camera, powered by artficial intelligence, able to distinguish different people and offering every service

from ordering a pizza to managing your fridge or starting your car.

Made by Google, Apple, Amazon, ….

10


Virtual Reality


11

Source: http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/

OUTLOOK 2018

The online marketing lumascape: consolidation.


“Winter Is Coming To Ad

Tech: Obliteration Not

Consolidation”

AdExchanger

// Wednesday, August 17th,

2016 – 12:04 am

12

OUTLOOK 2018

Data protection laws and e-privacy guideline


The cookie is dead.

?

Is the cookie dead?

13

WE DID IT!

Thank you!


trends in marketing & technology...7 2017 trends in marketing ad quality and why we messed up....

Documents