how ad tech and marketing tech are converging and why it matters
Post on 12-Apr-2017
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The Convergence of Ad Tech
& Marketing Tech Brian Andersen
#b2bsummit
Brian Andersen Partner, LUMA Partners
@bandersen2000
Focus: M&A Advisory, Corporate
Strategy and Capital Offerings
Previous: VP of Corp Dev at
Omniture & Interwoven; M&A Group
at Robertson Stephens
Former athlete now relegated to the
sidelines of his kids baseball / soccer
/ water polo games
#b2bsummit
Investment Bankers…
#b2bsummit
LUMA Has Built a Global Brand via Content Marketing
LUMAscapes are industry standards
viewed and downloaded over 1.9 million times
from 175 countries
#b2bsummit
Advertising Technology
Marketing Technology
Ad Te c h M e e t s M a r Te c h
#b2bsummit
The Future of Digital Advertising
Brand Direct Response
Commerce
Programmatic
Premium Ad Networks
Native/Social
#b2bsummit
Native Meets Gartner
YOU
ARE
HERE
#b2bsummit
A Message Can Be In Any Format…
There’s no reason the message has to
follow historical formats
if the reader’s
attention is elsewhere
#b2bsummit
… And Mobile Ads are Ineffective
#b2bsummit
Game Changers: Facebook
DESKTOP MOBILE
#b2bsummit
Game Changers: Twitter
DESKTOP MOBILE
#b2bsummit
Game Changers: Facebook & Twitter
Mobile Revenue ($ millions)
#b2bsummit
Game Changers: Facebook & Twitter
Real Time Distribution
#b2bsummit
Game Changers: Facebook & Twitter
Real Time Distribution
#b2bsummit
New Paradigm
Legacy Marketing Cycle
Today’s Marketing Dynamic
#b2bsummit
Content Marketing / Native: Landscape
#b2bsummit
Content Marketing / Native: Publishers
#b2bsummit
Native Advertising
#b2bsummit
Content Marketing
#b2bsummit
Brand vs. Direct Response - 90/10 Rule
Standardization
Call to Action
Conversion
Integration
Facilitation
Awareness
INVENTORY
CREATIVE
OBJECTIVE
#b2bsummit
Adverting Technology
Marketing Technology
Ad Te c h M e e t s M a r Te c h
#b2bsummit
Data is Enabling Cross-Channel Online Advertising
Social
Display
Mobile
Video
Search
Content Mktg
DATA
#b2bsummit
… And Integrating the Customer Touch Points…
CRM
Advertising
Commerce
Content Mgmt Support
Lead Generation
DATA
#b2bsummit
… To Enable Multi-Stage Marketing
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand Advertising
DR Advertising
Lead Gen
Content Mgmt
Commerce
Support
Retargeting
DA
TA
DA
TA
Loyalty
DMP (cookie)
CRM (user)
#b2bsummit
Email: The Critical Linkage
SALE
CRM
Display Video
DATA
Social
Email #
Advertising
Marketing
Identifiable Data
Anonymous Data
Inspired by:
Email hashes are cross channel and cross device enabling adverting and marketing integration.
#b2bsummit
Multi-Channel / Multi-Stage Marketing
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand Advertising
DR Advertising
Lead Gen
Content Mgmt
Commerce
Support
Retargeting
DA
TA
DA
TA
Loyalty
DMP (cookie)
CRM (user)
#b2bsummit
Predictive Marketing: the Core Capabilities
Insights
Other
In Store
Website
Display
3. ACT
2. ANALYIZE/ PREDICT
1. CONNECT
Web Analytics Other Ecommerce POS
#b2bsummit
eCommerce Trend: Predictive Marketing
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand Advertising
DR Advertising
Lead Gen
Content Mgmt
Commerce
Support
Retargeting
DA
TA
DA
TA
Loyalty
DMP (cookie)
CRM (user)
PREDICITIVE MARKETING PLATFORM
#b2bsummit
Multi-Channel / Multi-Stage Marketing
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand Advertising
DR Advertising
Lead Gen
Content Mgmt
Commerce
Support
Retargeting
DA
TA
DA
TA
Loyalty
Mktg Auto (B2B) DMP (B2C)
CRM (user)
#b2bsummit
Multi-Channel / Multi-Stage Mktg (Salesforce)
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand Advertising
DR Advertising
Lead Gen
Content Mgmt
Commerce
Support
Retargeting
DA
TA
DA
TA
Loyalty
Mktg Auto (B2B) DMP (B2C)
CRM (user)
#b2bsummit
Multi-Channel / Multi-Stage Mktg (Adobe)
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand Advertising
DR Advertising
Lead Gen
Content Mgmt
Commerce
Support
Retargeting
DA
TA
DA
TA
Loyalty
Mktg Auto (B2B) DMP (B2C)
CRM (user)
#b2bsummit
Multi-Channel / Multi-Stage Mktg (Oracle)
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand Advertising
DR Advertising
Lead Gen
Content Mgmt
Commerce
Support
Retargeting
DA
TA
DA
TA
Loyalty
Mktg Auto (B2B) DMP (B2C)
CRM (user)
#b2bsummit
Multi-Channel / Multi-Stage Mktg (Demandbase)
Awareness
Consideration
Intent
Lead
Website
Sale
Retention
Reactivation
Brand Advertising
DR Advertising
Lead Gen
Content Mgmt
Commerce
Support
Retargeting
DA
TA
DA
TA
Loyalty
Mktg Auto (B2B) DMP (B2C)
CRM (user)
#b2bsummit
Brian Andersen LUMA Partners @bandersen2000
Thank You!
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