1.Copyright 2013 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.Leveraging the last millisecondJason Juma-Ross@ideasociStrategy Sydney, April 2013

2. 2.5mdisplay ads/5 secs121. An estimated 169 display impressions served per millisecond: 2,470,588 in five second2. & 3. US Internet Users, ComScore4. DoubleClickCopyright 2013 Accenture All Rights Reserved.average user served1,707banner ads per month2>30% dont get seen3standard banner 0.04%ave CTR4 3. Real TimeBiddingUse of automated tools to procure online advertising,one impression at a time, at scale, based on theunique characteristics of a granular target audienceConvergenceBuying (again)Ability to procure media packages that consist ofcombined inventory from both traditional and digitalchannelsPay forPerformanceOutcome based buying, allowing advertisers toprocure clicks, leads, enquiries, opportunities toquote, bookings,3Copyright 2013 Accenture All Rights Reserved. 4. Long term decline in banner CTRs4ClickZ 2001, Are Click-Through Rates Really Declining?, http://www.clickz.com/clickz/column/1706011/are-click-through-rates-really-decliningAndrew Chens Law of Shitty Clickthroughs, http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/#Copyright 2013 Accenture All Rights Reserved.1990 1995 2000 2005 2010 2015100%80%60%40%20%10%5%78% CTR, HotWired 1994c. 5%, 19970.5% CTR AdKnowledge OnlineAdvertising Report 1st Quarter 20000.05%0.1%0.04%0.03%0.02%0.01% 5. The law of shitty clickthroughs is a generalphenomenon5Site retargeting clickthrough rate decline over a five month period. Source: http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/Copyright 2013 Accenture All Rights Reserved. 6. Investment continues to pour into digital: forgood reason!01,000,0002,000,0003,000,0004,000,000Television Press Magazines Radio Cinema Out of Home Direct Mail Digital2012 Australian Media Spend & YOY 6Source: AQX Monthly, Jan 2011 Jan 2013, IAB Online Advertising Expenditure Report, Dec 2012, Accenture analysis: APAC region.Copyright 2013 Accenture All Rights Reserved.($18m)($476m)($24m)$21m$8m$000s$11m ($41m)$516mROIBasis(example)(2%) (28%) (10%)(60%)25% 8% 7. How can we improve this situation in thenew RTB enabled environment?1.Cut through: Great, low-cost creative2.Audit: verify what you got3.Relevance: extend the fall off in theclickthrough curve by targeting intent7Copyright 2013 Accenture All Rights Reserved. 8. 8Source: SuperBowl XLVI, 2012 MoFilmCopyright 2013 Accenture All Rights Reserved. 9. Use fast transients to deliver relevance &extend the useful life of advertising vehicles9Copyright 2013 Accenture All Rights Reserved.Display MediaKWG 1 KWG 2 KWG N Seg 1 Seg NSearchDynamic Landing PagesProduct/Detail PagesSeg 2Checkout / Conversion Integrated data Intelligent conversion paths Industrialised automation &decisioningde-averaging 10. Challenge the high cost of complexityattached to delivering relevanceCustomers demand a more granular and continuous content and functionalitydevelopment cycle than is possible in the current paradigm10Copyright 2013 Accenture All Rights Reserved.Relevance+Unit Delivery Cost +Complexity Dimensions5 Product categories27 Brands6 Regions3 Channels5 Cust. SegmentsNew ParadigmPlatform based,componentised dev.,flexible architecture withanalytics linkingcontent, usage, andvalueCurrent ParadigmMonolithic webdevelopment & digitalsupply chain. Analyticsused primarily forreporting purposesCurrent1 Treatment5 Treatments1352,43012,150 Treatments810 11. 11Copyright 2013 Accenture All Rights Reserved.Ad Banner BuyerAudit: scans publishersites to track whereyour and yourcompetitors inventoryappearsSemi-automatedintelligent platformoptimises for intent inreal timeDEMODEMO 12. ABBA12Copyright 2013 Accenture All Rights Reserved. 13. ABBA13Copyright 2013 Accenture All Rights Reserved. 14. Google Search Result (Actual)14Copyright 2013 Accenture All Rights Reserved. 15. Google Search Result (DEMO)15Copyright 2013 Accenture All Rights Reserved. 16. Visitor Context16Copyright 2013 Accenture All Rights Reserved. 17. Optimised Landing Page17Copyright 2013 Accenture All Rights Reserved. 18. Facebook Integration18Copyright 2013 Accenture All Rights Reserved. 19. Optimised Product Page19Copyright 2013 Accenture All Rights Reserved. 20. Optimised Product Page Visitor Context20Copyright 2013 Accenture All Rights Reserved. 21. LaggingSTATIC ONE-SIZE FITSALL WEB SITESPERIODIC, EMPIRICALLY-DRIVEN ITERATIONSearch Social DisplayPersonalisation(HTML)Applications,transactional, andservice platformsIntelligence Driven(Analytics)LeadingCore Systems(Aligned)FoundationalComponentsWeb Skin(HTML Layer)Analytics(Reporting)Search Social DisplayEmergingAGILE, INTELLIGENTDELIVERYCustomerData CloudIntelligentAdaptationComponentisedArchitecture21Copyright 2013 Accenture All Rights Reserved. 22. Broadcast Paradigm1960 1980Demog.SegmentSimpleOfferSingleChannelUniformCampaignHindsight based businessPopulationDemandProfileCampaignIntent Paradigm2000 2020IntentSegmentsMultipleOffersLocalMobileSocialSearchWebeDM/DMIPTV,etcFragmentedChannelsCampaignRelevanceRelevance, scale, & speedBundlePopulationDemandProfileCampaigns22Copyright 2012 Accenture All Rights Reserved.Relevance = business de-averaged 23. c.1bndisplay ads/30 mins23Copyright 2013 Accenture All Rights Reserved.average 250conversionsROI x2average 500conversions 24. Thank youJason Juma-RossRegional Managing DirectorAccenture Interactivejason.juma-ross@accenture.com@ideasoc24Copyright 2012 Accenture All Rights Reserved.Marcus VerrallDigital DirectorAccenture Interactivemarcus.verrall@accenture.com@MarcusVerrall