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Interactivity Digital presentation by Marc Poirer
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Miami, We Have a Problem.
MARC POIRIER, CO-FOUNDERACQUISIOINTERACTIVITY DIGITAL
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IN 2013 US ADVERTISERS
WILL SPEND $250B USD
IN ADVERTISING.
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ONLINE BUDGETS ARE EXPLODING
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SEARCH GROWTH IS SLOWING DOWN
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DISPLAY GROWTH IS ACCELERATING
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MOBILE IS ON FIRE
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YES, EMAIL STILL KEY DRIVER
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HYPERGROWTH FOR SOCIAL
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WHY DO WE HAVE A PROBLEM?
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NEW BUZZWORD: SILOS
Impressions
Clicks
Conversions
SearchEmail Social Mobile
Display
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CHANNELS MANAGED AS SILOS
SEARCH: PPC AND SEO EXPERTSDISPLAY: MEDIA BUYERS AND RTB
EXPERTSEMAIL: EMAIL EXPERTSSOCIAL: SOCIAL MEDIA EXPERTS
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WITH SPECIALIZED TECH
SEARCH: BID MANAGEMENT PLATFORMS
DISPLAY: AD SERVERS AND DSPSEMAIL: ESPS AND MARKETING
AUTOMATIONSOCIAL: FACEBOOK ADS PLATFORMS
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AND ACROSS DEVICES!
MOBILE EXPERTS DO EXISTUSUALLY MOBILE MEDIA IS SEARCH OR
DISPLAYNOW MORE AND MORE SOCIALSOME ADS IN APPS BUT THE SAME PEOPLE CONSUME
MEDIA ON COMPUTERS, TABLETS AND PHONES
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CONVERSIONS IN SILOS!SEARCH: TRACKING PIXEL FROM ENGINESDISPLAY: POST-CLICK AND POST VIEW CONV.MOBILE: SOME SEARCH, SOME DISPLAY EMAIL: TRACKING PIXEL FROM ESPSOCIAL: FACEBOOK TRACKING… OF COURSE ALL CAN USE WEB ANALYTICSWHICH LEAVES OUT THE DISPLAY IMPRESSIONAND WHAT HAPPENS ON SOCIAL PLATFORMS
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THIS IS WHAT IS HAPPENING
Impressions
Clicks
Conversions
Search, Email
Display, Social, Other
= single event
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TWO HUGE FALLACIES
LAST CLICK CONVERSIONVIEW-THROUGH / POST VIEW
CONVERSION
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TO ALLOCATE MONEY CORRECTLY WE NEED TO
BREAK THE SILOS
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TECHNOLOGY TO CALCULATE CREDIT FOR
CONVERSIONS AND INFORM BIDDING
STRATEGIES IS THE FIRST STEP
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In Summary• DOLLARS ARE MOVING ONLINE SUPER FAST• THE AMOUNT OF CROSS-CHANNEL DATA IS
STAGGERING• EACH CHANNEL IS MANAGED IN SILO• TECHNOLOGY IS ALSO SPECIALIZED BY SILO• USERS NEED TO BE FOLLOWED ACROSS DEVICES• POST-VIEW / VIEW THROUGH AND LAST CLICK ARE
EVIL• NEED TO VALUE IMPRESSIONS / CLICKS CORRECTLY• VERY HARD TO BUILD MODELS ONE CAN TRUST• NOT ACTIONABLE • DO WE HAVE A PROBLEM? YES WE DO.
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WE LOVE PROBLEMS!
