ad monster conference_ 20 september 2011_"knowing what you don't know, how technology...
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How technology impacts the advertising industry and reshuffles media agencies organisations.TRANSCRIPT
“Knowing what we don’t know”
AdMonster ConferenceCologne, 20 September 2011
Frederic JosephChief Digital Officer,
ZenithOptimedia
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
All major social changes have been ignited by technology
• Medicine• Culture• Communication• Politics• Democracy
...
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
Technology
• Unlocks creativity and ideas
• Bridges contact with content
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
VW Golf Blue motion Norway
Tesco (Homeplus) South Korea
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
Key partners to ZenithOptimedia have reshuffled in 5 years
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
FB Edge Rank
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
Real time planning - Listening
‘designed cleverly enough, market research surveys will answer any
question you can think up. But they can’t tell you what you never
thought to ask. And what you never thought to ask might be the most important question for your
business.’ Groundswell, Charlene Li and Josh Bernoff
8© 2011. All rights reserved. VivaKi. Proprietary and Confidential.
Advertisers purchase
majority of inventory through
publishers directly
Networks consolidate long tail and
remnant inventory
Networks begin to
purchase and package premium content
Advanced data begins to
fuel networks’ audience segments
Ad Exchanges emerge to
address marketplace inefficiencies
Agency Trading Desks grow into
centers of audience-buying
expertise
Technology & Data
convergence leads to Real
Time Bidding/Buying
Demand Side Platforms (DPSs) expose exchange
inventory in single
environment
2001 2003 2005 2007 2009 2011
Trading evolution
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
Need to address the new paradigm
SpecialistGeneralist
Volume
Detail audience (at scale)
Performance
Branding
Buy Data
Buy Inventory
Skill set to
understand
technology
Business model
committed on
action
Content / Engagement
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
10
How many people in the room understand this chart?
The Product Roadmap
Search Display MobileVideo
Real time bidding market place will become the norm
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
Evolution of our technology strategy
Ahead of our times we created our own proprietary technologies
We need to be honest and recognise we can’t compete
World is moving so fast...
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
T Nerve Center provides tools, technology and partners to connect Vivaki brands to People
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
We invest in layers on top of open technology
• We invest in layers of proprietary technology on top of best of breed open technology
• We build the connective technology not the platform
• This allows to chose what best technology there is on the market
• Clients don't fear being tied up to us through our proprietary technology.
Broad range of promising emerging companies
Covering many areas: Creative tools
Measurement
Local creative management
Local mapping
Social content
Social media
Consumer devices
Mobile
Advanced TV
In-store
OOH
Peer to peer
Online video
Vivaki ventures
15© 2011. All rights reserved. VivaKi. Proprietary and Confidential.
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
The Gartner Hype Cycle
Technology trigger.
Peak of inflated expectations.
Disillusionment.
Plateau of productivity.
Slope of enlightenment.
Visibility
Maturity
Search
NFC
Smart to
invest
Smart to
invest
The audience is often ahead of us...
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
Clients want Integration AND Specialisation
What’s the best balance between integration and specialisation?
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
Talent
• A two stream world: Connected / Not connected.
• More subtle then age segmentation
• Need to fight inertias• True at every level of the
organisation• Issue at clients end as well...
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
• Naturally comfortable with technology
• Reshaping the agency on the back of new talents
• API experts• Content developers• Programmers• Analytics experts• ...
Recruiting the talents of tomorrow
Training - Live Academy
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
Privacy and transparency compliance
• Watch out – all the above is under threat...
• We can’t sit back advertisers/agencies/ publishers...
• Technology brings added value to the user
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
VW Golf Blue motion Norway
Tesco (Homeplus) South Korea
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
Moving into a technology driven world needs...
• Acknowledgement at CEO level in companies
• Evolution of talent profiles at every stage• Generalists need to be multi specialists• In-depth training programs• Ongoing process of learning• Agency structures should not be confined
by channel but by skill - bid vs buy• All publishers need to embrace this
change as well
• Transparency compliance
Both at agency and
clients ends
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
“This journey is only 1% finished”...
© 2011. All rights reserved. ZenithOptimedia Proprietary and Confidential.
Thank you!...
Frederic JosephChief Digital Officer
ZenithOptimedia@FredJoseph_UKFR