Digital Media: 2 Decades of ChangePegah Kamal, Sr. ROI Consulting Manager, Global Accounts

Sarah Artha, ROI Consulting Manager, Storage Media Group

May 16, 2011

Agenda

• A Little Tale: Lions & Tigers & Bears– Oh Y?

• State of Media: As of May 15th 11:59pm

• Cool Things Your Mom Doesn’t Even Know About

• All Together Now

• Questions

Objective is to raise awareness and further educate client consulting about the

evolution of online advertising, understand the various influences that

impact the markets direction and explore new paths of creativity.

Lions & Tigers & Bears- Oh Y?• This is the Era of the Millennials

• Whoomp! There it is!– Digital in the 90’s▫ 1st clickable Banner & Social

Networking Site▫ IAB is founded▫ Google hits the scene & the

rise of Search Engine Advertising

• Somebody’s Watching Me– 20th Century▫ CPM to CPC to CPA ▫ CAN Spam and Privacy▫ Launch of Facebook, Apps and

Tablets

State of Online Media

• Power and habits of the IT Pro has influenced the way we do business

• 3 Key Influences on the Ad Industry▫Rich Media Ads▫Measuring Success▫ ‘Context’ is King

• 2011 Online Advertising Trends

The New IT Pro

• Purposeful about their search

• Peer to Peer out weighs any force fed anecdote

• Online Research Habits

• Do Not Disturb

• Ad Clicks vs Views

New tools and research habits have led to a more intelligent,

influential and powerful user– all of which have influenced how

marketers communicate their message

3 Key Influences on the Ad Industry

1. Rich Media Ads▫ Today’s Rich Media Ads are getting 10 fold

activity than generic ads

2. Measuring Success▫ Getting more sophisticated in how marketers

track users

3. ‘Context’ is King▫ Contextual Aligned Ads = Consideration

2011 Online Advertising Trends• Worldwide Spend to grow to

$96.8B in 2014*

• 69% of Marketers plan to increase spend in Digital Video Advertising*

• Morphing of Social: 2011 Spend to reach $6B*

• Mobile: App Happy and Compatible

• Virtual Events on the Rise

* View Source in Appendix

Interactive Rich Media

Topical Info CenterCustom InteractiveWhite Paper

3 in 1 Ad Unit:Quiz + Video + Discussion

Mobile

Where TT Stands

Current Branding Offerings

Cool Things That Your Mother Doesn’t Even Know About

MediaMind Creative ZoneSync Ad Cube 3D

3D, Paper Vision & Glide

Microsoft: Filmstrip Ad

Intended to move the consumer through the purchase funnel, from awareness to loyalty

Skadoosh! YouTube Demolition

“If a skadoosh happens on YouTube does it make a sound? Only if you share.”

“Hey YouTuber! What’s up? Drag something over to Po.”

Highlights pieces that can

be used for Skadoosh.

With every piece dragged to Po the page

destructs.

ADWeek: Expandable LB

• Expandable ad that pushes content down

• Features• 6 Buttons that allows 10+

assets to be served• Mobile Experience Button• Share This Ad Capabilities• Showcase Button: scrolling

assets that users can interact with

All Together Now

Final Points

•From Rags to Riches: Long Gone are the Days of Static, Whack A Mole Pop Ups. Online Ads Have Become More Innovative and Engaging.

•Got An App For That?: Online Ads Will Continue to Evolve at a Rapid Pace. But Don’t Forget– The IT Pro Will Always Be One Step Ahead

Questions?

Appendix

2011 Online Trends Sources• Mobile: App Happy and Compatible• Forrester predicts that marketers will take the training wheels

off mobile programs and start investing in cohesive mobile marketing strategies.”- Forrester

• Worldwide Spend to grow to $96.8B in 2014• International: Western Europe accounts for 27.7% of global online ad spending in

2010, worth $17.1 billion

• Virtual Events on the Rise• “60% of Marketers plan to boost spending in virtual events and environments”-

B2B

• Increase in Digital Video Advertising• 69% of marketers and 55% of agencies plan to increase their Digital

Video Advertising (DVA)• Morphing of Social:

• eMarketer forecasts worldwide social network spending to reach almost $6B in 2011

Additional Links and Resources

• Things Your Mother Doesn’t Know About▫ IAB Rising Stars in Online Advertising: Microsoft Film Strip▫ MediaMind Creative Zone:

http://creativezone.mediamind.com/▫ Skadoosh!: http://www.youtube.com/profile?

user=kungfupanda2&annotation_id=annotation_25646&feature=iv

• TechTarget References▫ Understanding Regional Distinctions of How IT Buyers Res

earch Online Dec. 2010- Social Media & Search Slide (21 of 26)

• Online Statistical References▫ IAB Launches Data Council▫ IAB Study Plan to Increase Digital Video Advertising Spend▫ Mobile Marketing Watch▫ Forrester 2011 US Mobile Marketing Predictions