4. Advertising is becoming more transactional
Advertisers are becoming more transactional overall
– Even within digital itself which is already more accountable than offline
advertising channels
– Traditional brand advertisers now becoming concerned with measuring
performance
Advertisers are thinking short term, and focusing on the lower part
of the customer purchase funnel
Awareness
Loyalty Preference
Customer
Purchase
Purchase
5. Value of advertising networks increases
Online advertising networks help publishers leverage
premium unsold inventory
Networks are a growing
force in the digital
ecosystem
Publishers can work with Agencies
multiple networks, +
Advertisers
alongside their own sales
force, with no sales Networks:
channel conflicts
Publishers can generate Publishers:
incremental advertising
dollars by working with
ad networks
Users:
12. Online ‘privacy’ and regulation issues
There is a growing conversation around the digital media industry
concerning self-regulation and privacy issues
Leaders need to establish standardization and universal best
practice policies and procedures to ease the fears
Education is needed to demonstrate the value provided by
leveraging anonymous online data
Agency/
Consumers Advertiser Publishers
• More money to Internet as
• More robust content • More value for money advertising channel
• More choice • Better able to address • Can support high-quality
• More relevant ads customer with relevant ads content for consumer
Where is the harm?: Opponents of transparent use of data to enhance
relevant advertising cannot show harm to consumers, advertisers or publishers.
13. The youth perspective
Kids’ position regarding media, technology and advertising is
changing the way marketers need to think about reaching these
customers now in the near future