Marketers, Agencies, & Ad NetsAn indie’s view of challenges and solutions

Donald WilliamsChief Digital OfficerHorizon Media, Inc.d.williams@horizonmedia.com212.220.2252

2010 media agency of the year

Just named Horizon as one of the top 10 most innovative advertising and marketing companies in the world (March 2011)

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eganz@horizonmedia.commanager, talent scoutHorizon Media, Inc.

• industry advertising investment is trending positively - across format

strong revenue growth from top 5

• online time spent = TV

• volume of professionals dedicated to interactive marketing has increased (inc. traditional specialists)

• supplier competition has increased - increased tactics/viable technology solutions

• dedicated leadership and training curriculums - education on the rise

• video, social, mobile inventory sources are attracting new ad dollars

• local advertising momentum swirls

the reality of today

Traditional Media Is Giving Way To Digital

April 2011 “The Future Of Interactive Marketing”

**Please don’t reply all!!

Marketers Must Create Multilayered Brand EcosystemsApril 2011 “The Interactive Brand Ecosystem”

all is not automated…

Client Strategy/Acct Plannin

g

National Video

Place-Based

Digital Services

Direct Response

Print Services

National Audio

organizational structures impact our relationships - across clients/ad nets/other media channels

increased investment has lead to more scrutiny

cross-channel activation is often stifled

operations remain a mystery

workload distribution is a lot of work

Strategic Process

Consumer Insights

Channel Selection

Channel Allocation

Optimizing Value

Creating a Connection

Idea

Media Amplification

Optimizing

How many of you are familiar with your client’s process to reach customers ?

15%

How many of you are confident that you are able to communicate your value?

Breakfast, lunch, dinner, and learn anyone?

we’ve got traction in the upfront

it’s performance media – it’s track-able

cost efficiency vs. the scatter market

“apples to apples” research initiatives

we make offline channels work harder

at the end of the day… target-ability and reduced waste, right?

that’s not my problem… is it?

where will I be in 1 years? 5 years?

organizing our team to facilitate cooperation

managing cross-discipline teams

Chief Negotiation Officer

expanded role in activation management

Strategic cross-channel initiatives

Sales at an Ad Net?

• pull together a plan (w/a strategic planner from a different industry)

• get a glimpse under the hood – spend some time with cross-functional teams and discipline experts (consumer and channel insights)

•hire train best-in-class talent - check in on message

• self-awareness… position yourself within relevant context = every channel is relevant btw

• get in your clients knickerbockers – share your newly constructed proposition with agencies and clients with a strong POV on why

• create strategic resellers

•

what to do?

Marketers, agencies & ad nets

believe in the power of online advertising