digital and agencies

digital and agencies

contents

Contrasting visions of our landscape

What agencies do

New job functions and specialisms

Scary data stuff

The post PC era

A lucky last: Social Media (if we’ve got time)

the horizontal view

TV Radio Print Outdoor Digital(inc. Search)

Mobile

TV Radio Print Outdoor Digital(inc. Search)

the vertical view

DigitalMarcomms

Design& Build

Technology

Mobile

DigitalMarcomms

Design& Build

Technology

TV Radio Print Outdoor Digital(inc. Search)

current IPA service provision & membership

DigitalMarcomms

Design& Build

Technology

Mobile

DigitalMarcomms

Design& Build

Technology

‘we all do digital (creative) now’

TV Radio Print Outdoor Digital(inc. Search)

Mobile

>>

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TV Radio Print Outdoor Digital(inc. Search)

full service digitalbecause all media will be digital

DigitalMarcomms

Design& Build

Technology

Mobile

DigitalMarcomms

Design& Build

Technology

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what kind of work?

interactive and spreadable

interactive and spreadable

but more than just online marcomms

design & build and technology

Ecommerce – Transactional etail, to consumer or business markets

Managed services – Including hosting and applications management

SEO – Search optimisation of natural results

Software resales – development of software as a standalone product

Technical – Back-end technical development and infrastructure

User Experience – usability and accessibility

Source: NMA Top 100 Interactive Agencies

holistic brand / business manifestations

magic & logic personified

User Experience / Information

Architecture / Experience

Architecture / User Engagement

Journey

magic and logic personified

Project management as the beating heart of digital

deep services mean long relationships

LBi’s view

a whole set of new roles

Search Engine Optimisation

the process of improving the visibility of a web site or a web page in search engines via "natural" or un-paid ("organic" or "algorithmic") search

and even more specialisms

Conversion Rate Optimisation

and even more specialisms

Attribution Modelling

and even more specialisms

Attribution Modelling

the evolution of ‘performance display’

22

the evolution of ‘performance display’

23

one media manager by TBG Digital

it’s getting very, very complicated

display advertising technology landscape

it’s all about cookies

27

it’s all about cookies

28

Online Behavioural Targeting

a.k.a.

Interest Based

Advertising

it’s all about cookies

29

Retargeting

OK, let’s go big picture again...

30

Google goes post pc

31

“What we call 'display' today will just be 'advertising' - a single platform that can coordinate an advertiser's campaign across streaming audio ads in car stereos, interactive mobile experiences on smartphones, and HD video ads on set-top boxes“

Jonathan Bellack, Director of product management

post digital brands: uniqlo lucky counter

33

post digital brands: coca cola village

34

IBM Seer – augmented reality utility

35

social media in one slide

Activation

Reputation

Customer service

NPD

Summary & Conclusions