Flash Forward to the Future: Media Innovation

© 2010 MediaMind Technologies Inc. | All rights reserved
future
flashforward
Dean Donaldson
Global Director of Media Innovation@deandonaldson
© 2010 MediaMind Technologies, Inc. All rights reserved
to the
Thursday, 28 October 2010

NOTHINGTO HIDE . US
© 2010 MediaMind Technologies Inc | All rights reserved

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Living in a Ubiquitous World

Tracking

addressable advertising >>
[ targeted consumer ]

Half the money I spend
on advertising is wasted
but I can never find out
which half
John Wanamaker, Pioneer of Department Stores, 1877

planning
buying
exchanges

planning
buyingexchanges
“single” advertising
management system

✓

© 2010 Eyeblaster. All rights reserved
social media has
replaced porn as
the no. 1 activity

Concentric Conversations

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved
It took 50 years for
TV to build the
audience social media
has in five
“
”

more than 10 millionpieces of content
are shared on Facebook
daily© 2010 MediaMind Technologies Inc. | All rights reserved

55-60 year old females
the silver foxes
the fastest growing
group on Facebook

Chat Roulette
queer
100M© 2010 MediaMind Technologies Inc. | All rights reserved

Personal Web

Personal Web
60/40

Social Interaction
50%© 2010 MediaMind Technologies Inc | All rights reserved

Social Interaction

$$$Thursday, 28 October 2010

datais the key
understanding

<< panel data >>
{ performance data }
“organic search”
social media [ buzz ]
* consumer feedback @^!!
creative intelligence

strategy
40%

こんにちはg'day
bonjourguten tagciào
aloha
γεια σου
hola
cześć
shalomdobrý deň你好
grüßgott
hoi
hei안녕하세요 alôprivetsalutjó napot
jambo
sawubona“hello”
“ok?”
“good”“good”

growing pains

instant >>

66Thursday, 28 October 2010

15countries/languages

more than
200creative executions

instantly
updated

click
the

click
the
997

of all display ad clicks
50%

6%online population

5 in every 1,000
.5%0

2 are wrong audience
1 clicked by accident
1 doesn’t wait for load
= 1 in every 1,000

CPM!!
CPC=

bridging
the silos
30%

amazon
compare
instantly

visualization of search

Better Lived Together
tracking offline to
online mobile

Cross-Channel Comparison
What is the status for comparing the following cross-channel metrics?
30%
25%
17%
16%
11%
62%
68%
62%
62%
38%
8%
7%
22%
22%
51%
Not interested in comparingWould like to compare, but don’t do it yetCurrently compare
Outdoor and
Mobile Advertising
TV and Mobile
Advertising
TV and Computer-
based Advertising
Computer-based and
Mobile Advertising
Online Search and
Display Advertising
Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising

Impact:
changing the train of
thought

70MPH

35FPS

2.7MPH

Teachers / kids< interaction >

making
sense

& touch
You remember:
30% what you see
50% what you see & hear
70-90% what you see, hear

passive
exposure
activeengagement
eGRP
+

Warner Bros 300 – Expanding / Polite

dwell rate
percentage of impressions
engaged
with by the user

Global Research
Eyeblaster Dwell Research
8.7%ofalladsengagedwith

Dwell Rate versus CTR
25xThursday, 28 October 2010

dwell time
is the average number of
seconds
a user engagedwith an ad

Overall Performance
1:1443 seconds

How we spend time
Eyeblaster Dwell Research
60secsoverTV

most advanced
videoon the market

Interacting with video

consumers
show consistently that they
are willing
to take timeto explore brands

Effect on visits
0
4
9
13
17
10
17
low dwell
high dwell
69%

Effect on search
0
10
20
30
40
12
39
low dwell
high dwell
3xThursday, 28 October 2010

grass roots infiltration
word-of-mouth
is the most powerful form of
advertising

78%
only 14% trust advertisements
of consumers
trust peer recommendations

25% of search results
for the World’s Top 20 brands are
links to user-generated content...
34%_of_bloggers/post_opinions_about_products
“you got to ask yourself a question”
product reviews

incontrol

83%of purchase decisions are from
word of mouth

sift
technology

Don’tbeevil

“I had a bad
experience”

“how may
I help?”
“listening brand”
turn moaners
into advocates

6M
This commercial is
enough to make me try
Old Spice. THIS is how
you convince people to
buy your stuff!
“
”

Adapting the process
Viewing the ad
Clicking on the advert
Arrival at the
web page
Start exploring
Product
View
On-site view through
Regular banner ﬂow (Rich or Standard)
eMail Social Sites
tear-and-
share
see content
interact
forward-to-
friend
= mass audience
= deep connection
buzz
creates

VW Twitter
• 1% YoY uplift in site visits
• Twitter activity for VW rose from 5 to 700 per day
• Total Facebook VW Fans – 260,000
• Total YouTube video views – 87,000

takes it to the
next level

the

second life

livetrailers

“we see an increasing blur between
the TV set and the PC,
with on-demand content flowing
seamlessly between the two”
Charlie Ponsonby, Simplify Digital on why higher speeds
would drive changes in the way people use the web.

6xpenetration

500 million
smartphones a year are
going to be sold over time
Steve Balmer

2ndmost looked at screen in home
is the mobile

identifiable
personally

system
payment

Toshiba

Smart Appliances

don’t
touch

Virtual Reality

∞1=
{ ubiquitous computing (ubicomp) }

Smart Paper

Smart Clothes

Smart Scents

Smart Tags
RFID

Science Fiction or Fact?
• Chips linked to Internet
Active up to 500m radius
• Wave-and-Pay + GPS

Science Fiction or Fact?
• Chips linked to Internet
Active up to 500m radius
• Wave-and-Pay + GPS
Personal Identification Device (PID)
= targeted ads

[data]

In Store Intelligence

ePOS

Consumer Backlash

beyond the
browser

60/40

50%of under 15’s by 2015 will all use
touchscreens

In Car Advertising

personally relevant ads
inserted dynamically into any content
on any device
anywhere in the world

from search
to static banners to interactive
full-screen video
in a browser, in Game or on web TV
outdoor, on a desktop or mobile

ad server platforms are
built on
decade old
technologies

focusonyour
potential
insteadofyour
limitations

Thank you!

www.mediamind.com
@deandonaldson
dean.donaldson@mediamind.com
917.640.3095
@mediamind_chat
@creative_zone

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