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Eday Presentatie 2011Effect of complexity and innovation on the future of display advertising
Marco Kloots, CEO ClickDistrict
Welcome to the jungle
• 2001: Nobody understood what was happening• 2006: Everybody thought they knew what was happening• 2011: Does anybody know what is going on?
Display Advertising 2006
Display Advertising 2010
Ecosystem 2010
Fast changing environment
• Increased complexity• New technologies:
– Real Time Bidding -> How does it impact?
• New products:– Data -> What does it add?
• New business models:– DSP’s– SSP’s
• New metrics:– Conversion attribution -> Why?
Do Advertisers know what to do?
Case: the financial sector
• Inside job/ In what we trust• Banks• New technologies
– ATM– Online banking
• New products– 1968: 6 financial products– 2011: 168.000 products
• New business models– Credit cards
Do Consumers know what to do?
The solutionSomeone you can trust, who knows the system and is independent
Who?
Who can you trust?
Questions
Marco Kloots
marco@clickdistrict.com
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