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