#iXdisplay

The last 12 months in display advertising

Sam Fenton-Elstone, Head of Media - July 2014

15.07.2014

#iXdisplay

Client survey results

#iXdisplay

Build brand

awareness

31%

Direct

response

54%

Influence

consideration

15%

What do you see as the objective of your display marketing?

#iXdisplay

What role within your business do you currently use paid social for?

Branding activity

67%

60%

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How are you integrating your display advertising with marketing channels?

Onsite Content 42% Paid Search 42% Social Media 8% Email 8%

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What barriers, do you currently face when running your display activity?

Attribution

25%

Budget

31%

Value/Understanding

13%

Measurement

19%

Cross Channel Impact

13%

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< £100K Increase

This

Annually, how much are you currently spending on display advertising?

#iXdisplay

9.50AM: Managing your data: How to move from gathering data to processing and applying it correctly in a cross platform efficient manner - Lucia Mastromauro, DoubleClick

10.10AM: How Hearst are planning for a future where content, display innovation and performance marketing meet’ – Stephen Edwards, Hearst

10.40AM: Coffee Break

11.00AM: The age-ism of Paid Social – Sean Mazur & James Mortimer, iCrossing

11.30AM: reed.co.uk case study: How they broke YouTube records - Jamie Bodkin, Reed & Oliver Hughes, iCrossing

12.00PM: Taking advantage of mobile display - Max Macintosh, Google

12.20PM Panel discussion Q&A – iCrossing, Google and reed.co.uk

12.40PM: Closing

12.45PM: Networking & Refreshments

Agenda

Display Day 14

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12 months ago…

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2013

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Same, same. But different.

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71.40%

56.30%

30.70%

26.50%

19.40%

14.20%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

$-

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

$16.00

$18.00

2011 2012 2013 2014 2015 2016 2017

US Programmatic Spend

Spend Change %

Spend (billion)

Source: MAGNA GLOBAL, emarketer

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11% 19%

28% 34%

41% 47%

52%

13%

18%

25%

29%

32%

32% 31%

76%

62%

47% 36%

27% 21% 17%

0%

20%

40%

60%

80%

100%

120%

2011 2012 2013 2014 2015 2016 2017

US Ad Spend share by Type

RTB Non-RTB Programmatic Non Programamtic

Source: MAGNA GLOBAL, emarketer

#iXdisplay

94.80%

75.30%

38.40%

31.90%

27.40%

15.30% 13.00%

19.00% 22.00%

25.00% 27.40%

29.00%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

$-

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

$7.00

$8.00

$9.00

$10.00

2012 2013 2014 2015 2016 2017

US RTB Spend

Spend Change % % Total Display

Spend (billion)

Source: emarketer

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In 2014 Mobile won. Is TV on the ropes?

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113 minutes

(27%)

147 minutes

(35%)

50 minutes (12%)

108 minutes

(26%)

Device Key

TV

LAPTOP

SMARTPHONE

TABLET

Source: Millward Brown

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113 108 147 50

27% 26% 35% 12%

60% 29%

60% 29%

DAILY SCREEN

MINUTES

GLOBAL MEDIA SPEND

2013

2016

Device Key

TV

LAPTOP

SMARTPHONE

TABLET

113 108 147 50

27% 26% 35% 12%

60% 29%

60% 29%

4%

12%

Source: Millward Brown

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Agree or disagree – ‘More than 50% of our digital visitors will be via mobile by 2015’

60% 21%

19%

Agree

Neutral

Disagree

Source: econsultancy

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49%

31%

20%

Agree

Neutral

Disagree

Agree or disagree – ‘Mass reach via TV ads won’t be an effective tactic within five years’

Source: econsultancy

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Audience is key.

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So, I’m excited. Are you?

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Audience duplication across networks & devices

Reliant on publisher execution

Expensive workflows

Poor brand safety

Competitive network bidding

Wastage

Lack of Actionable insight

Missed Conversions

Expensive lunches

#iXdisplay

Audience duplication across networks & devices

Reliant on publisher execution

Expensive workflows

Poor brand safety

Competitive network bidding

Wastage

Lack of Actionable insight

Missed Conversions

Expensive lunches

A thing of the past.

#iXdisplay

Media buying in 2014.

One strategy, approach and platform: Display. Paid Social. Video. Search.

By Life Stage:

Tailor the search experience for Super

Moms

By Customer Status:

People who purchased in the past will be cross-sold other

products

By Shopping Phase:

Show a “closer” offer to customers who

have shown intent by visiting your site

By Interest:

Make creative that resonates with

people with certain interests & hobbies

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This time next year Rodders…

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Media buying in 2015?

One strategy, approach and platform: Display. Paid Social. Video. Search. TV. Digital Outdoor. Interactive Print. Radio.

By Life Stage:

Tailor the search experience for Super

Moms

By Customer Status:

People who purchased in the past will be cross-sold other

products

By Shopping Phase:

Show a “closer” offer to customers who

have shown intent by visiting your site

By Interest:

Make creative that resonates with

people with certain interests & hobbies