bidtellect mission: 2016 predictions
TRANSCRIPT
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A Look atDigital Advertising’s FutureLon Otremba, Chief Executive OfficerJanuary 2016
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Bidtellect’s Mission
To be the world’s largest platform for paid content distribution
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Bidtellect’s Goals
Best Technologies/Products.Best People. Best Service.
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Industry Experts Leading with Technology
Founded in 2011 and funded by top-tier Venture firms and Angels.
Co-founded by John Ferber; founder/Chief Product Officer of Advertising.com; after acquisition by AOL, led product development efforts for AOL/Platform A, now part of AOL One, Verizon
CEO Lon Otremba, founding EVP CNET; founding COO & President, Mail.com; former EVP AOL; CEO Access 360 Media; Tylted. Former Executive Committee IAB; holder of two patents in mobile ad tech.
Executive team with backgrounds from CNET, AOL, Millennial Media, PointRoll, Shoplocal and Ask.com.
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Bidtellect’s Goals
Why did we start Bidtellect?
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People view native ads 53 percent more frequently than traditional ads.
Forbes: “6 Types Of Native Advertising And How Each Can Benefit Your Business”
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Native advertising can increase brand lift by as much as 82 percent.
Forbes: “6 Types Of Native Advertising And How Each Can Benefit Your Business”
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Purchase intent is 53 percent higher when consumers click on native ads instead of traditional ads.
Forbes: “6 Types Of Native Advertising And How Each Can Benefit Your Business”
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Native ads containing rich media can boost conversion by as much as 60 percent.
Forbes: “6 Types Of Native Advertising And How Each Can Benefit Your Business”
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The native advertising industry will reach $4.6 billion in revenue by 2017.
Forbes: “6 Types Of Native Advertising And How Each Can Benefit Your Business”
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Native ads are designed to fit so closely with a publication’s content that they appear to be part of a publication. At the same time, a reasonable consumer should be able to distinguish native ads from the publication’s original content. Native ads aren’t just good for brands; they’re also good for publications. Seventy-one percent of publishers report no negative reader response to native ads.
Forbes: “6 Types Of Native Advertising And How Each Can Benefit Your Business”
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Bidtellect’s Vision
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Bidtellect is using the word’s most advanced technologies to make
advertising better – for everyone.
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We see an ecosystem where consumers really like the ads.
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Where advertisers achieve real results and ROI.
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Where brands become publishers.
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55 Trends in Native Advertising 2016
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It’s tough making predictions, especially about the future.
“
”- Yogi Berra
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11Shift to Native away from Display
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22 Content Discovery Becomes What Native Really Means
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There are over 1 billion Websites today; milestone reached Sep 2014.
(NetCraft Webserver Study, Oct ‘14)
Four Websites launched every 5 seconds.
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People discover content 3 ways:1. Search for it.2. It is shared with them.3. Find it when consuming other content.
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In a world where all media is pull vs push…
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…all content needs to be relevant. Including the ads.
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33 Engagement metrics drive KPIs
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Top Priorities for Content Marketers
2015 Content Marketing Institute
72%Create More Engaging Content
65%Better Understanding of What Content Is Effective – and What isn’t
57%Finding More/Better Ways to Repurpose Content
51%Finding More/Better Ways to Repurpose Content
41%Becoming BetterStorytellers
41%Better UnderstandingOf Audience
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Example: Bidtellect Engagement Score
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44 FTC will focus on monitoring – not enforcing.
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FTC Enforcement Policy Statement, December 22, 2015
“What’s the top takeaway? Transparency. It should be clear to consumers that what they’re looking at
is an ad. If a disclosure is necessary to avoid deception, make it clear and prominent.”
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55 ScaleScale
Scale
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Scale Matters – Scale is Here in Native
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Scale Matters – Scale is Here in Native
10 billionGLOBAL DAILY IMPRESSIONS
300 billionGLOBAL MONTHLY IMPRESSIONS
1.4 billionDAILY AUCTIONS
563 millionDAILY BIDS
1.5 millionWEBSITES & MOBILE
APPLICATIONS
98%US UNIQUE REACH
344 millionWORLD WIDE REACH
242TARGETABLE COUNTRY
CODES
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Scale Matters – Serviced Auctions
29-Mar 2-May 5-Jun 9-Jul 12-Aug 15-Sep 19-Oct 22-Nov26-Dec 29-Jan 4-Mar 7-Apr 11-May14-Jun 18-Jul 21-Aug 24-Sep 28-Oct 1-Dec 4-JanMar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan
Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr12014 2015 2016
0
100000000
200000000
300000000
400000000
500000000
600000000
700000000
800000000
900000000
Serviced Auctions (Actual scale 10x)
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We see a world where digital ads matter to people.
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A world where advanced technologies make it possible for consumers to
engage with ads as much as content.
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A world where the ads are as valuable as the content.
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If content is king, paid content distribution is KING KONG.