Sis thu 0900 dave tan

Google Confidential and Proprietary

Re-Inventing the Agency in a Complex World

Transformative Change - 2011

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Agency Transformation

Breaking of the Silos…… The past five or so years

2007 – 2009 – SEMs fighting to sit at the table

2009 – 2011 – SEMs integrating with other agencies

2011……… SEMs transforming to Digital Agencies

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Technology has transformed industries

1900 – 83% Farming 2011 – 2% Farming

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Google Confidential and Proprietary 4

Leverage Technology & Data


Three major shifts happening – 1. Moore’s Law

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Mobile – data usage growing 26X

Three major shifts happening – 2. Mobile

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Three major shifts happening – 3. Openness

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Ubiquitous broadband

Democratized tools of production

Falling cost of storage


Add in the fragmenting media marketplace

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Cable TVPersonal ComputerVideo GamesDVRSatellite TV3D TVOnline RadioOnline TVBlogsPodcastsBlogsPortalsAd NetworksMMORP GamesInstant MessengersSocial NetworksMobile GamingMobile VideoMobile ComputersEmailSearcheBooksDigital BillboardsNewspapersBroadcast TVMagazinesBroadcast RadioBillboardsMovies

2010


More Context

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2006

1B

2003

500M

1994

Users 77M

1998

Distribution & Commerce

2000

400M

Information Communication

2010

1.9B

The Constant Conversation

“Buy”“Read” “Converse”


.

Digital information in the world –videos, photos, music, texts, etc.

800 exabytes2010

2020 53 zettabytes53 zettabytes

Internet users worldwide

2010 1.9 B1.9 B

2020 5 B5 B

Mobile subscribers

2010 5 B5 B

2020 10 B10 B

2010

2020

2020

2010

2010

2020


DIGITAL

CHANNELPLATFORM


It used to be easier for brands to connect

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MOVING FROM ANALOG TO HD MOVING FROM ANALOG TO HD ADVERTISINGADVERTISING 13


Individuals are the audiences

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Reaching The New Consumer

Aw

ar

en

es

sC

on

n

ec

tIn

for

mIn

ter

ac

tS

ha

r

e

T V

V id e o

R a d io

O O H

B lo g s

S o c ia lM e d ia

W id g e t

R a t in gS i t e s

IP T V

C a l lC e n t e r

S e a r c h

E m a i lP r in t

B a n n e r D ir e c tM a i l

V ir t u a l W o r ld s

M o b i le

G a m e sL e a dG e n

In -S t o r e

U G C

C o n s um e r


Media buying meets Technology/Data

The standard way The “new” way

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The “new” way magnified

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Creative and Technology/Data


Creativity and Technology/Data

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.

Marketing research and Data

Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009.

40%

25% 17%

60%

75% 83%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2007 2008 2009

Before Entering Store In-Store

83% of shoppers have decided what to buy BEFORE entering a store

The new e-commerce

Digital Impact Breaches Digital Borders


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Attribution and Data


True Attribution – the Holy Grail

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Who’s best suited to take this transformation head on?

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SearchMarketers

Who live Data

and breath Optimizationsand Relevancy


“The ability to take data - to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it: that's going to be a hugely important skill

in the next decades”

Hal Varian, Google Chief Economist


Transformation can happen…….

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REINVENTING THE AGENCIES

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Help build relationships between brands and

consumers at different points of engagement.


$400BGlobal Advertising Spend Controlled by Agencies

80%of global ad spend is controlled by agencies

The Opportunity is Tremendous


Dave [email protected]

Thanks for listening….

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Sis thu 0900 dave tan

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