Paris, January 17, The Impact of Digital for Ad Agencies

Transcription

1 Paris, January 17, 2008 The Impact of Digital for Ad Agencies

2 Digitas is a digital marketing services agency Not a digital agency but an agency for the digital age!

3 The world is fast becoming Digitally centric For Consumers For Brands For Transactions For Advertisers 360 planning/ccp was developed in response to broadening consumer media habits, led by deregulation and changing technologies. Digital demands an evolutionary approach Digital goes far beyond on line. All media are becoming digital. Distribution and financial models are changing There is no separation between media and creativity. Content is everywhere. Those brands that don t put digital at the heart of what they do will lose their competitive advantage.marketing 2.0

4 Moving to a Digital World Consumers spend more media time on Surf and Search than any other channel In the UK Google is the number one channel for ad revenue, outstripping ITV in Q Social networks have become the number one entertainment channel 50% of consumers buy insurance on line 70% car buyers search the web prior to their purchase Mobiles are a global catalyst for change Search facility is being introduced to Broadband TV A screen based world- Anytime TV is now a reality

5 The Challenge for Advertisers and their agencies Blending creative and media. Fusion of account planning and channel planning Combining Brand, Product and transactional approaches Brand experience Proactive consumers..who can engage if they want to Relevant content manage the content and messaging umers Understanding complex/diverse and fickle audiences Combining data and analytics Reading responses.immediately Nimble and fluid approach Partnering media owners in new style business models

6 Internet Advertising as % of Total Advertising Some Businesses Use Digital Marketing More Than Others 10,0% Direct Marketing Engine Businesses Total Ad Spend Tech Telco Education Travel 3,5% Considered Purchases ($54 Bn) ($50 Bn) Fin Svcs Retail Media 20% of consumers time Spent online in Western markets Auto Pharma Bus Svcs Toys CPG Real Estate Govt Fashion Gas/oil 2,0% Mass Market ($31 Bn) Movies QSRs

7 A Sample of Digitas Clients E-commerce/Brand Businesses Brand/Lead Gen Businesses

8 Digital Strategy Imperatives 5. Create The World s Most Passionate Brand Communities 3. EMBED Ourselves in the Client- Customer Relationships 4. EMBED Ourselves in the business models of the portals and telcos 2. PLATFORMS: Operational, Technical, and Analytical 1. PEOPLE: Recruiting, Training, Community, and Comp

9 Digitas Marketing Engine Create Content Distribute Content Optimize Content Channel Timing Context Behavior

10 Key Principles of Brand Communication Both On and Off Line Work within Pop Culture Entertainment/relevant information in the new value exchange Social networks, both 1:1 and mass

11 Create Entertainment

12 Create Social Networks / Communities

13 Platforms: Content Development Content Development and Aggregation Production Services

14 Platforms: Prodigious. Onshore and Offshore Current Operations Support Web Site Development Operations and Maintenance Digital Marketing Promotional Efforts Builds & Refreshes Operations & Maintenance Application & Tool Integration Sitelets/Distributed Content OLA/ OLM

15 Platforms: Media & Data 1 2 Media Operations Platform OLA, Search, Rich Media, Data and Measurement Operations, Vendor Management, Outsourcing, Billing and Reconciliation Collaboration Portal On Demand Technology Perform - Real Time Digital Media Performance Management (OLA, Search, Rich Media, Portals, Mobile, Site, Emerging Channels) Optimize - Forecasting and Media Planning Tools 3 Engage Consumer Insight, Creative Resonance, Brand Engagement Digital Media Analytics Platform Web Site Analytics, SAS, OLAP, Research Deep Dives, Cookie Level Analytics, connections to PGM media mix model

16 Digitas Global Reporting Dashboard Manages global marketing initiatives across multiple platforms and markets Users can navigate through creative or media by channel, market or initiative

17 Platforms: Portal Partnerships Technology development Measurement and Analytics New product launches (e.g., Google TV) Preferred inventory access (e.g., Yahoo Autos) Joint platform development (e.g., AOL Health)

18 Geographic Focus Based on client focus and talent development - Mexico - UK - China - Argentina - France - Japan - Brazil - Germany - India - Spain - Singapore - Nordic - USA - Canada

19 Pop Culture Cadbury s Gorilla

20 Q & A