The Brave New World of Advertising
Worldwide – Approximately 6,000 Advertisers account for >80% of all ad spending (~5,000 in US account for >90% of US ad spending)
- Advertising Needs Massive Automation
- Market is manual (phone calls and email drive everything)
- Market is opaque (no pricing transparency)
- Market is inefficient (loads of remnant inventory drives prices lower – see #2)
Along comes the ad exchange:
- Add transparency to the mix
- Increase liquidity by letting all advertisers bid / buy across all networks
- Drive market efficiency
- In a world where exchanges exist, every impression can be evaluated and a bid price can be set – in real time
- When this is possible, the price can be adjusted up and down based on confidence of driving a campaign goal
- Campaign goals in search today are generally based on performance (Driving a sale)
- In the future, the system can optimize against other goals – such as driving awareness of a brand, or changing perceptions of the audience, or changing purchase intent
The Brave New World of Advertising
- Nano Technology drives more devices, more flexible scenarios
- Hyper-targeting with personalized advertising
- Personalized Product Offerings
- Projectors, OLED and Disposable Video
- Low Resolution Video Projectors are becoming incredibly cheap
- OLED is printable and flexible
- Siemens Printable Video Displays – with printable batteries
- Tracking and Measuring Advertising Offline like Online
- RFID
- GPS Phones
- 2D Bar Codes (QR & other)
- Bluetooth & other methods
- Neural Scanning Technologies
Download the electronic version of Presentation free of charge.
Advertisements
No trackbacks yet.