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Insights on Database Marketing and Online Advertising Evolution by Oliver Whitten

This presentation from D3con in Hamburg explores the evolution of database marketing and online advertising from 1880 to today. Oliver Whitten, Director of Demand Development EMEA, shares insights on opportunities, challenges, and industry hurdles. Key topics include the transition from offline to online data sources, the growth of online advertising and its value evolution, audience targeting strategies, and the impact of data on advertising. This discussion aims to provide a comprehensive understanding of the changing landscape of marketing and advertising.

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Insights on Database Marketing and Online Advertising Evolution by Oliver Whitten

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Presentation Transcript

  1. D3con – Hamburg 20.05.2011 Looking for parallels Oliver Whitten – Director Demand Development EMEA

  2. AGENDA • A Look Back….Way Back • Opportunities • Challenges and Risks • Industry Hurdles • Our Vision

  3. HISTORY OF DATABASE MARKETING <fname> <lname> <address> <phone> <gender> <age> <HHI> Age of Catalogues (1880-1980) Ages of Lists (1880-1980) Era Analytica (1990-2000’s)

  4. OFFLINE VS. ONLINE DATA SOURCES

  5. EVOLUTION OF ONLINE ADVERTISING Today 2007 2001 1994 Online Advertising 1.0 Editorial as a Proxy for Audience (1994-2001) 0-$6.0BN Online Advertising 2.0 Search as a Proxy for Audience (2001-2007) $6.0-20.0B Online Advertising 3.0 Data as a Proxy for Audience (2007 - today) $20B and growing

  6. EVOLVING VALUE OF AN IMPRESSION Placement • Site, Zone, section, etc. • Ad size • ATF/BTF • Session Queue • Audience • Demographics • Behavior • Interests • Purchase intent • Psychographics

  7. OPPORTUNITIES • Ad Product Innovation • Development of new products and inventory segments at premium rates on site • Audience Extension initiatives which enable publishers to target known segments offsite • Data Cooperatives • Remuneration for audience data provided to third party providers or exchanges or direct of audience segments to advertisers • Yield Optimisation • Maximising yield of direct sold campaign by optimising by placement and audience attributes • Leveraging RTB bid data to discover audience pockets of inventory valuable to publishers • Efficiencies in buying and selling via RTB

  8. CHALLENGES AND RISKS • Data Leakage • Diminishing Perceived Value of Premium Editorial • Arbitrage • Lack of Understanding on the Value of Each Impression

  9. HURDLES FACING THE INDUSTRY • Data Quality and Standardization • Ownership • Publisher, Agency, Advertiser, Consumer, or all or none of the above • Cost vs. Value • Attribution – Moving beyond the click as the metric for measurement • Legislative & Privacy Concerns

  10. OUR VISION intelligence CONTROLS Protection

  11. THANK YOU! MOST INNOVATIVE COMPANY – AMERICAN BUSINESS AWARDS 2010 “COMPANY OF THE YEAR” ALWAYSON ONMEDIA 2009 2009 TiE50 WINNER 2008 ALWAYSON 250 GLOBAL WINNER & ONMEDIA 100 WINNERTWIISTUP3 BEST IN SHOWPRICEWATERHOUSECOOPERS – ENTRETECH BEST STARTUPAMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST BEST NEW COMPANYAMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST MOST INNOVATIVE COMPANYAMERICAN BUSINESS AWARDS - STEVIES ‘08 FINALIST NEW PRODUCT OR SERVICE – SERVICES #24 ON FAST COMPANY FAST 50 READER FAVORITES

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