Interactivity Digital presentation by Marc Poirer

1. 1
Miami, We Have a Problem.
MARC POIRIER, CO-FOUNDER
ACQUISIO
INTERACTIVITY DIGITAL

2. 2
IN 2013
US ADVERTISERS
WILL SPEND
$250B USD
IN ADVERTISING.

3. 3
ONLINE BUDGETS ARE EXPLODING

4. 4
SEARCH GROWTH IS SLOWING
DOWN

5. 5
DISPLAY GROWTH IS
ACCELERATING

6. 6
MOBILE IS ON FIRE

7. 7
YES, EMAIL STILL KEY DRIVER

8. 8
HYPERGROWTH FOR SOCIAL

9. 9
WHY DO WE HAVE A
PROBLEM?

10. 10
NEW BUZZWORD: SILOS
Impression
s
Clicks
Conversions
Search
Email
Social
Mobile
Display

11. 11
CHANNELS MANAGED AS
SILOS
SEARCH: PPC AND SEO EXPERTS
DISPLAY: MEDIA BUYERS AND RTB
EXPERTS
EMAIL: EMAIL EXPERTS
SOCIAL: SOCIAL MEDIA EXPERTS

12. 12
WITH SPECIALIZED TECH
SEARCH: BID MANAGEMENT
PLATFORMS
DISPLAY: AD SERVERS AND DSPS
EMAIL: ESPS AND MARKETING
AUTOMATION
SOCIAL: FACEBOOK ADS PLATFORMS

13. 13
AND ACROSS DEVICES!
MOBILE EXPERTS DO EXIST
USUALLY MOBILE MEDIA IS SEARCH OR
DISPLAY
NOW MORE AND MORE SOCIAL
SOME ADS IN APPS
BUT THE SAME PEOPLE CONSUME
MEDIA ON COMPUTERS, TABLETS AND
PHONES

14. 14
CONVERSIONS IN SILOS!
SEARCH: TRACKING PIXEL FROM
ENGINES
DISPLAY: POST-CLICK AND POST VIEW
CONV.
MOBILE: SOME SEARCH, SOME DISPLAY

EMAIL: TRACKING PIXEL FROM ESP
SOCIAL: FACEBOOK TRACKING
… OF COURSE ALL CAN USE WEB
ANALYTICS

15. 15
THIS IS WHAT IS HAPPENING
Impressions
Clicks
Conversions
Search, Email
Display, Social,
Other
= single event

16. 16
TWO HUGE FALLACIES
LAST CLICK CONVERSION
VIEW-THROUGH / POST VIEW
CONVERSION

17. 17
TO ALLOCATE MONEY
CORRECTLY WE NEED TO
BREAK THE SILOS

18. 18
TECHNOLOGY TO
CALCULATE CREDIT FOR
CONVERSIONS AND
INFORM BIDDING
STRATEGIES IS THE FIRST
STEP

19. 19
In Summary
• DOLLARS ARE MOVING ONLINE SUPER FAST
• THE AMOUNT OF CROSS-CHANNEL DATA IS
STAGGERING
• EACH CHANNEL IS MANAGED IN SILO
• TECHNOLOGY IS ALSO SPECIALIZED BY SILO
• USERS NEED TO BE FOLLOWED ACROSS
DEVICES
• POST-VIEW / VIEW THROUGH AND LAST CLICK
ARE EVIL
• NEED TO VALUE IMPRESSIONS / CLICKS
CORRECTLY
• VERY HARD TO BUILD MODELS ONE CAN TRUST

20. 20
WE LOVE PROBLEMS!

21. 21
MARC POIRIER
MARC@ACQUISIO.COM
@MARCPOIRIER
THANK YOU!