MARRIAGE OF DATA & CONTENT

Manuel Alvarez de la Gala @alvarezdelagala Global Digital Director Havas Group

EVOLUTION

Moscow hopes to become first 5G city by 2020

Industry 4.0 How will the Digital Future look like?

WEB SEO/SEM

SOCIAL

MOBILE

PROGRAMMATIC

DATA / DMP

3rd REVOLUTION 4th REVOLUTION

1980 1990 2000 2010 2020 2030

4D Printing

Innovation Trigger

Peak of Inflated Expectations

Trough of Disillusionment Slope of Enlightenment Plateau of Productivity

Years to mainstream adoption:

Less than 2 years

2 to 5 years

5 to 10 years

More than 10 years

Smart Dust

Neuromorphic Hardware

Artificial General Intelligence

Deep Reinforcement Learning

Human Augmentation

5G

Volumetric Displays

Digital Twin

Serverless Paas

Conversational User Interfaces

Quantum Computing

Brain-Computer Interface

Smart Workspace

Augmented Data Discovery

Edge Computing

Smart Robots

IoT Platform

Virtual Assistants

Connected Home

Machine Learning

Autonomous Vehicles

Deep Learning

Cognitive Computing

Blockchain

Nanotube Electronics

Commercial UAVs (Drones)

Cognitive Expert Advisors

Enterprise Taxonomy and Ontology Management

Software-Defined Security

Augmented Reality

Virtual Reality

Time

Expect

ations

Traditional Data Driven Advertising Media buys space

Media buys audiences

2010 2000 2020

Media space-based User centric model

FROM CAMPAIGNS TO «ALWAYS ON» PROGRAMS

FROM CAMPAIGNS TO «ALWAYS ON» PROGRAMS

DMP Audience Evolution

MARCH/APR MAY JUNE JULY AUGUST

0

100

200

300

400

500

600 603

45

Win

ners

hare

FROM AUDIENCE PLANNING TO BUSINESS RESULTS

From OOH planning to audience planning To select only the most efficient billboards combined with mobile

From audience planning to guaranteed audience To deliver effective results

From audience planning to guaranteed trafic results To deliver business KPI’s

01

02

03

FROM ADSERVING TO FULL STACK ACTIVATION

FROM ADS TO CONTENT

2016 2017 2018 2019 2020 2021

Native Display

Native vs. Display Ad Revenue

(Billions)

$16,8

$13,2

$20,9

$13,4

$25,2

$13,6

$28,9

$13,6

$33,5

$13

$36,3

$12,8

FROM SOCIAL MEDIA TO INFLUENCERS

FROM KEYBOARD SEARCH TO VOICE SEARCH

A fast growing voice search adoption

10%

20%

50%

2015 2016 2020

Share of Voice Search Speed

Words/Min

31

Words/Min

70

Words/Min

200

Data Driven & Content Powered Marketing

TOM Top of Mind

MOT Moment of Truth

Campaigns

Media Planning

Always On Programs

Simple Tech (Adservers)

Audience & Business KPIs

Ads

Full Stack

Social Media

Content (DCO)

Keyboard Search

Influencers

Voice Search

Thank you

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