EMERGING CHANNELS & TRENDING TOPICS€¦ · EMERGING CHANNELS & TRENDING TOPICS Ash Cooper ... Interest data marketing stack. AMAZON MARKETING SERVICES. Purchase data marketing stack

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

EMERGING CHANNELS & TRENDING TOPICSAsh Cooper | Head of Advertising Services ANZ & Nick McLachlan | Product Marketing Manager, APAC

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

1The way we consume content has fundamentally changed &

will continue to change

2The way we buy & sell media is

constantly evolving

Emerging Channels & Trending Topics


The way we consume content has changed

1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020

VCR

Cable

DBSSatellite

Broadband

DVRHD DVD Blu-Ray

HDTV

VOD

Smartphone

Satellite Radio

Time-shifted Viewing

7th Gen Game Console

Smart TVTablet

Streaming Radio8th Gen Game Console

Smart Speakers

What’s Next?


TV has changed


Viewers have more choice than ever


Australia is forecast to have 22 million VOD subscriptions

by June 2022

Approximately 50% of VOD

consumption is occurring on

Connected TV’s

* Telsyte, 2018



Smart TV

26%Gaming Consoles

6%Attached Devices

68%

Connected TV

8*comScore, “State of OTT”, 2017



Viewership Is ConsiderableWithin Walled Gardens


2019 will see a content war – it ’s all about TV

11


Sport has adapted to the

era of entertainment


Over 60% of Australians

now consume sport online

Nielsen, 2017


Radio has become Audio

Nearly 9 in 10 Australians under the age of 65 use digital devices to

stream audio

IAB, Digital Audio State of the Nation, 2018


An estimated 50% of searches will be made via voice by 2020

Comscore, 2018


We have shifted from an era based on availability

16


To the era of choice & discovery

17


1Be brave

2Define your own success

So What Should Advertisers Do?

3Find a single source of truth

We’re not done yet


Search & Social make up an estimated 36% of total advertising spend

Comscore, 2018

The way we search & discover is changing


The everything store is here


Is There a Conflict of Interest?

Brands are finally wising up to the conflict of interest inherent in using a company’s technology to purchase their inventory.

“

”Terry KawajaFOUNDERLUMA PARTNERS


ONE WAY TO CONNECT – DIRECT

AD NETWORKS

SUPPLY-SIDE PLATFORMS

OPEN AD MARKETPLACES, EXCHANGES

DEMAND-SIDE PLATFORMS

ADOBE EXPERIENCE CLOUD

Trusted and transparent data and content marketing stack

GOOGLE MARKETING SOLUTIONS

Search data marketing stack

FACEBOOK BUSINESS

Interest data marketing stack

AMAZON MARKETING SERVICES

Purchase data marketing stack

In the Beginning…The Ad Networks Join the Party…But Exchanges Steal the Spotlight…And Supply-Side Platforms Arrive for Publishers…While Demand-Side Platforms Align With AdvertisersMarketing Stacks are Taking Over the Conversation

ADVERTISERS CONSUMERS


The era of discovery has created a necessary shift in the way we market to consumers

24

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 eMarketer, 2018

Programmatic ad spend is set to hit nearly $70B globally in 2018, with

growth set to continue


Trending Topics in Advertising

Transparency & the Value

Chain

AI & Advertising

Ads.txtData

Management & Safety


Tr a n s p a r e n c y & t h e Va l u e C h a i n


Brands are demanding transparency, in all areas


Brands are Changing How They Operate

Increased our spending on channels that can

prove they are brand safe

57.7%Reviewed our agency

relationships

54.8%Reviewed our supplier

relationships

48.1%

Increased our third-party measurement

39.4%Now have a more direct

involvement in the way our digital strategy is executed

43.2%


1

The keys to understanding your value chain

Work with partners who will share their costs & show you how they add value

23 Continue to push for standardization & always leverage 3rd party measurement

Demand transparency where there is none


A I & A d v e r t i s i ng


In what areas is your organization using or prioritizing artificial intelligence?

32

67%

53%42%

30%23%

16%

CUSTOMER SERVICE

FRAUD DETECTION

MARKETING/ SALES

PRODUCT EXPANSION

OPTIMIZING LENDING DECISION-MAKING

SMART WALLET FUNCTION


Adobe Sensei in Ad Cloud DSP & Search

33

Converter Audience 100s of Attributes Evaluated

Matched Against Adobe Profiles

Modeled Audience with Propensity to Convert

• Purchased (checkout)

• Shopping Cart / Booking Process visitor

• Registrant

• Subscriber

• Completed Application

• Site Behaviors• App Behaviors• IAB Verticals• Geo Zip Codes• Proximic Verticals• Proximic Categories• Proximic Keywords• Google Verticals• PURLs (Partial URLs)• Segment Membership• Publisher Verticals• Linguistic Content

• Maximize reach with Adobe’s broad footprint of anonymous user profiles

• Target audience for performance campaign

• Model optimizes for advertiser reach and performance


1

AI & Advertising – Where do I start?

Understand where AI is being implemented in your current technology solutions

23 Continue exploring ways to gather all data sets to better understand consumers & prospects

Identify where it is needed & where it will provide value


D a t a M a n ag e m e n t a n d S a f e t y


But it isn’t easy…

36

63% of marketers cited big data/analyticsas the most important

emerging technology forenhancing the customer

experience

Siloed customer data& a failure to deliver a

unified view of the customer experience are two key execution issues

for marketers today

A data driven strategy is crucial


GDPR - 4 letters & a headache


Your Data, Your Goals

Advertising Cloud & Audience Manager: Drive your goals by using more of your data


1

Invest in your data strategy

Focus on your most valuable asset, first party data & take control

23 Use systems & technology to give better & unique access to valuable data

Understand the data partners you are working with to ensure they are secure & trustworthy


A d s . t x t


Fraud Continues to be a Problem in Advertising

41

With $6.5 billion spent on fraud in 2017, fraud is still a large program in the digital space.


Ads.txt – Increasing Supply Chain Transparency

Rolled out in just May 2017, the Australian industry has a near 100% adoption rate of ads.txt across major premium publishers


Ads.txt – Increasing Supply Chain Transparency

Benefit to advertisers:• A simple, flexible, and secure method• Publishers and distributors declare who is

authorized to sell their inventory• Buyers can ensure they are buying

inventory from trusted sources


1

Ads.txt – Where to from here?

Understand what it is & how your technology partners are implementing it

23 Continue to drive for transparency by knowing your supply partners

Prepare for an increase in pricing


1Be brave

2Define your own success

Programmatic & Trending Topics – The Keys

3Find a single source of truth

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EMERGING CHANNELS & TRENDING TOPICS€¦ · EMERGING CHANNELS & TRENDING TOPICS Ash Cooper ... Interest data marketing stack. AMAZON MARKETING SERVICES. Purchase data marketing stack