web 2.0 nyc: man vs machine jim barnett, turn tim hanlon, denuo/publicis mike kelly, clearmeadow...
TRANSCRIPT
Web 2.0 NYC: Man Vs Machine
• Jim Barnett, Turn• Tim Hanlon, Denuo/Publicis• Mike Kelly, Clearmeadow Partners• David Kidder, Clickable
• Moderator Max Kalehoff, Clickable
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What is Advertising 2.0?
• The advertising response to Web 2.0.• Individual masses to masses of individuals.• Statistically-driven, dynamic marketplaces.• “Marketing Is The New Finance”
Hal Varian, Chief Economist, Google
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What Is Advertising Automation?
…the use of digital solutions to automate advertising processes such as planning, creating, buying, distributing, accounting and evaluating – all while connecting to core marketing processes.
…makes routine processes that would otherwise have been performed manually much more efficient, and makes some new processes possible.
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Diagnosis of Compounding Complexity
• Misalignment of Incentives• Channel Entropy• Analytic Vs Creative Skills• Disjointed Tracking &
Measurement Standards• Radically Different Optimization
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Advertising 2.0 Evolution
• Generation I: Cost Optimization• Wall Street meets Madison Avenue
• Generation II: Time Optimization• Apple Simplicity meets Madison Avenue
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Introducing: The Bionic Ad Exec
• New Era of Simplicity• Decision-Making Speed• Semantics Rewarded• Execution Enabled, Strategy Focused• Unified Measurement & Accountability
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