MARKETING TECHNOLOGY WILL EAT ADTECH:

SOON

DAVE MORGAN M A RT E C H , S a n F r a n c i s c o

M A R C H 2 2, 2016

FAST-EMERGING FUTURE STATE OF ALL MEDIA, MARKETING, AND COMMUNICATIONS CHANNELS

People-based Outcome-driven Digitally Integrated Directly-measured

‘Wanamaker problem’ is going away… fast.

5 years.

IMPLICATION #1

ALL COMMUNICATION CHANNELS WILL BE OUTCOME-MEASURED

Out: Intermediate metrics like GRP, CPM, impressions. In: Ultimate metrics like sales, ROAS, marketshare.

IMPLICATION #2

Media industry realigns. ‘Media output’ buying/selling gives way to ‘business outcome’ markets.

IMPLICATION #3

Simplifies: marketing supply chain Shrivels: intermediaries-to-intermediaries (90% of digital ad market) Thrives: intermediaries to principals (consumers and marketers)

IMPLICATION #4

Marketing (and commercial communication management) becomes true core competency for successful enterprises More functions insourced More direct investment in tech & data

IMPLICATION #5

Adtech to martech “transition” happens two ways… “Gradually, then suddenly.”

IMPLICATION #6

ARE YOU READY?

THANK YOU

DAVE MORGAN

dave@simulmedia.com

@davemorgannyc

www.simulmedia.com 12