The document discusses the future of display advertising and real-time bidding (RTB). It notes that digital display spending is growing faster than traditional display spending. It also states that by 2015, 25% of digital display inventory will be bought through RTB platforms. The document promotes Google's DoubleClick Bid Manager as re-imagining programmatic buying by enabling rich targeting, optimization, and transparency across various online formats and channels at scale.

1. The Future of Display Advertising
Alex Blaikley
Industry Head - Google

2. 1.
The growth of digital display vs the decline of Traditional
display will increase from 2014
2.
The future of display is RTB
3.
Embrace RTB opportunities

3. ‘Advertising’s worth doing
when you’ve got something
worth advertising.’
Jeremy Bullmore

4. Consumer Purchase Journey - Basic
Awareness
Interest
Consideration
Purchase

5. Media Planning: Accountability vs Effectiveness
Reach
Context
Frequency
Conversion

6. User
Viewer
Reader
Listener
Household
Traffic

7. Average Time spent watching TV is steadily declining for
younger audiences
26
25
24
23
22
21
16-34 Adults
20
16-24 Adults
16-24 Women
19
18
17
16
15
2010
2011
2012
2013

8. Newspaper Circulations are in Decline
3,000,000
2,500,000
2,000,000
Mirror
Sun
1,500,000
Daily Mail
Sunday Times
1,000,000
500,000
0
2009
2010
2011
2012
2013

9. Digital is now the biggest medium by investment (2012)

10. And Display is the fastest growing (H1 2013)

11. By 2015, 25% of digital display
inventory will be bought through
RTB Platforms
Econsultancy & IDC | September 2012

12. Real Time Bidding - IAB

13. Re-imagining programmatic buying for advertisers
Make better
buying decisions
Rich Targeting
Smart Optimization
Transparency and Control
• Global display buying across
exchanges in real time
• Proprietary machine learning and
prediction algorithm
• Completely re-built on Google
technology and integrated into
DoubleClick Digital Marketing
Integrate your
digital marketing
Formats, data,
and channels
Scale your business
Reach more of your
audience
Simplify and streamline
Service and support

14. Introducing DoubleClick Bid Manager

15. Service and technology backed by Google global infrastructure
Douglas County, Georgia

16. DBM Delivers Significant Reach
GDN Unique
Inventory (text)
4.5 Bbillion
8%
4%
18%
Total DBM
Inventory: 37 Billion
11%
6%
43%
GDN Inventory available via
DBM: 21 Billion

17. Across Premium Video Channels
Content Providers
Video Networks
Display Networks
Social Networks

18. And Display: Private Marketplaces with Premium Publishers

19. A Publisher Perspective

20. Turn down the noise
Our ultimate goal with DoubleClick Bid Manager is to
provide all the tools you need for display buying but also
to simplify and streamline the process:
Planning | Activation | Reporting | Optimisation | Billing

21. Data fidelity improves performance
Retain cookies to improve campaign reach
Multiple cookie spaces
100%
100%
90%
90%
Ad Serving
(Buy Side)
DSP
81%
Ad
Exchange
This slide does not depict actual data; illustrative example only

22. Data fidelity improves performance
Single platform to manage conversions and campaign data
enables more accurate attribution across channels
Single cookie space
100%
100%
100%
Ad Serving
(Buy Side)
DSP
100%
100%
Ad
Exchange
•
Real-time reporting and faster access to data
•
De-duped conversions across channels and formats
•
Consolidation and attribution with data integrity
This slide does not depict actual data; illustrative example only

23. Attribution grows digital
66%
of advertisers who use attribution have
increased spend in their digital channels, with
21% increasing spend in all digital channels
Source: Econsultancy/Google Analytics - Marketing Attribution: Valuing the Customer Journey

24. And will allow advertisers to move from here
User
Viewer
Reader
Listener
Household
Traffic

25. To here
User

26. Media Planning:
Effectiveness vs Growth

27. DoubleClick: The Future of Display RTB

28. The Future is Now