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The science of digital marketing
Digital Age 2.0 Conference
David J MooreChairman and Founder24/7 Real Media
The science of digital marketing
The Digital Marketplace is an Exciting Place to Be!
The world of advertising is evolving
Purchase
�Advertisers are becoming more transactional overall– Even within digital itself which is already more accountable than offline advertising channels
– Traditional brand advertisers now becoming concerned with measuring performance
�Advertisers are thinking short term, and focusing on the lower part of the customer purchase funnel
Advertising is becoming more transactional
Purchase
Customer
Awareness
PreferenceLoyalty
�Online advertising networks help publishers leverage premium unsold inventory
Value of advertising networks increases
�Networks are a growing force in the digital ecosystem
�Publishers can work with multiple networks, alongside their own sales force, with no sales channel conflicts
�Publishers can generate incremental advertising dollars by working with ad networks
Users:
Publishers:
Networks:
Agencies+
Advertisers
Agencies+
Advertisers
Viral and buzz marketing matters
�EVIAN Roller Babies
Viral and buzz marketing matters
�BENSONS FOR BEDS Mattress Dominos
Viral and buzz marketing matters
�BASKIN-ROBBINS Ice Cream and Cake
Viral and buzz marketing matters
�QUEENSLAND AUSTRALIA The Best Job in the World
Viral and buzz marketing matters
�MSI Acrobuttocks
Viral and buzz marketing matters
�MICROSOFT Megawoosh
�There is a growing conversation around the digital media industry concerning self-regulation and privacy issues
�Leaders need to establish standardization and universal best practice policies and procedures to ease the fears
�Education is needed to demonstrate the value provided by leveraging anonymous online data
Online ‘privacy’ and regulation issues
Where is the harm?: Opponents of transparent use of data to enhance
relevant advertising cannot show harm to consumers, advertisers or publishers.
•More robust content
•More choice
•More relevant ads
ConsumersAgency/Advertiser
•More value for money
•Better able to address
customer with relevant ads
Publishers
•More money to Internet as
advertising channel
•Can support high-quality
content for consumer
The youth perspective
�Kids’ position regarding media, technology and advertising is changing the way marketers need to think about reaching these customers now in the near future
The Future will be Bright and Interesting!
