tech talk with adconion: the past, present, and future of online advertising

WE WILL MAKE ELECTRICITY ADVERTISINGSO EFFECTIVE THAT ONLY THE RICH

WILL BURN CANDLES

– THOMAS EDISON

C. Lollium for Aedile, worthy of the Republic

c.47 BCEPaid Placement Political ads on prominent / high status locations in Pompeii

SOURCE: SCIENTIFIC AMERICAN JAN 11

SOURCE: ALLISON COOLEY – POMPEII, A SOURCEBOOK (118-119)

c.47 BCEPompeian politician Helvius Sabinus runs display campaign based on street traffic

19000

$70B

SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET

201220001960

( In f la t ion unadjus ted)

198019401920

US NEWSPAPERAD SPEND 1704-2012

303 YEARS

NEWSPAPER

$30B

$10B

$20B

$40B

$50B

$60B

( In f la t ion unadjus ted)

1900 2012

RADIO

20001960 198019401920

NEWSPAPER

90 YEARS

US RADIOAD SPEND 1922-2012

0

$70B

$30B

$10B

$20B

$40B

$50B

$60B

SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET

( In f la t ion unadjus ted)

1900 2012

TV

20001960 198019401920

68 YEARS

US TV AD SPEND 1945-2012

NEWSPAPER

RADIO

0

$70B

$30B

$10B

$20B

$40B

$50B

$60B

SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET

20230

NEWSPAPER

TV

RADIO

2013LAST

PRINTED Page

AM/FMAUDIO

FTP/ CABLE

PRINT / RADIO / TV

ARMAGEDDON

0

$70B

$30B

$10B

$20B

$40B

$50B

$60B

FOCUS ON THE CONSUMER STATE!1 Top 20 Prime Time Broadcast Programs, 1972

PROGRAM NET HHR SHR EST DELAll in the Family CBS 34.0 54 66,920,635Flip Wilson Show NBC 28.2 44 55,504,762Marcus Welby, MD ABC 27.8 4954,717,460

PRIMETIME TV TOP 3: OCT ’71 – APR ’72

SOURCE: Nielsen Media Research

THE CONSUMER STATE AT HOME IS SIMULTANEOUS!

BASE: Multiscreen Occasions (4486) Q: Which activities did you do on your [DEVICE]?

TOP ACTIVITIES PERFORMED DURING SIMULTANEOUS SCREEN USAGE

SOURCE: GOOGLE .COM “THE NEW MULTI-SCREEN WORLD: UNDERSTANDING CROSS-PLATFORM CONSUMER BEHAVIOR.” 2012

THE TOP STATES FOR CONSUMERSON MULTI-SCREEN ARE

EMAILING, WEB BROWSING & SOCIAL NETWORKING!

Re-Allocation OptimizationAttribution

ADVERTISERS EVOLVING TO CROSS CHANNEL

Cross Channel

Multi Channel

Single Channel 10%AGENCY SPEND

80%AGENCY SPEND

AGENCY SPEND

10%

AGENCY SPEND

100%

CROSS CHANNEL 101: REQUIREMENTS

Unified Data andReporting Platform

Expert Interpretation+ Artificial Intelligence

Single Cookie /Persistent ID

Scale across allDistribution Channels

Adconion Cross Channel Advertising Platform

Unified Analytics RTB Monitoring Optimization Algorithms Dashboard Dynamic Decisioning

Real-time cross channel data is applied to all channels to deliver performance at scale

Mobile Email SocialVideoDisplay

1900 20001960 1980194019201900 20131993

US DIGITALAD SPEND 1993-2013

DIGITAL~$40B

20 YEARS

1960 198019401920 2000

NEWSPAPER

TV

RADIO

0

$70B

$30B

$10B

$20B

$40B

$50B

$60B

SOURCE: BUSINESS INSIDER, PURPLE MOTES CS AD DATA SET

20232013

THEY ALL

INTO A DIGITAL

SINGULARITY!

NEWSPAPER DIGITAL PRINTTV LTE FIBER

RADIO STREAMING AUDIO

EVOLVE

0

$70B

$30B

$10B

$20B

$40B

$50B

$60B

THE NEXT 10 YEARS IS YOUR TIME!

ARE YOU READY!?

Thank You!

Michael ParkesSVP, Sales

mparkes@adconion.com