DIGITAL MARKETING HUB v2.0 - AdExchanger

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Digital Marketing Hub <strong>v2.0</strong> BMO Capital Markets Exhibit 28. CMO Plans to Increase the Use of Technology Social media Customer analytics CRM Mobile applications Content management Tablet applications Single view of customer Collaboration tools Predictive analytics Reputation management Search engine optimization Campaign managmenet Score cards/dashboard E-mail marketing 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: From Stretched to Strengthened, Insights from the Global IBM CMO Study Social also opens a new category of signals for multi-channel marketing optimization. While there are larger conversations around data ownership and usage – not to mention anonymity -- one key trend we see in advertising and marketing services is brands’ interest in taking the data and insights they glean from social networks and integrating it into the broader marketing mix. In this sense, we see a lot of parallels between social advertising and the development of audience-based, exchange ad buying on the rest of the web. Fundamentally, innovation in both areas has been focused on ad delivery to specific individuals, rather than a wide audience. And as programmatic ad buying underpins both, innovation could be increasingly intertwined as many in the industry are expecting social networks to look at more RTB strategies. For example, social media properties launching private real-time exchanges and DSPs integrating more and more social data into their targeting algorithms are areas of potential development. Likewise, there is regular speculation about social networks creating their own broader “ad networks” to leverage their buying platforms. We’d suggest the step could be much simpler: social networks could simply sell user data to third-parties using audience targeting and RTB elsewhere on the web. Mobile While IP networks are always on, mobile keeps IP advertising always on-person. The continued fast pace of smartphone and tablet form factor innovation – particular (touch)screen quality -- opens up new marketing experiences that traditional, mostly text-based, feature phones could never deliver. This began with email integration (the Blackberry revolution) and today includes apps, geo-location services, and touch-screen functionality (the iPhone revolution). These are some of the factors that are helping drive share gains for mobile in the CMO’s budget. A member of BMO Financial Group 38 June 7, 2012
Digital Marketing Hub <strong>v2.0</strong> BMO Capital Markets Exhibit 29. US Mobile Ad Spending Growth by Format 160% 140% 120% 100% Total Messaging Banners & rich media Search Video 80% 60% 40% 20% 0% 2011E 2012E 2013E 2014E 2015E 2016E Source: eMarketer Mobile’s role as the first truly personal – as in no sharing – device creates truly personalized marketing opportunities. Radio, TV and consumers’ first home PCs are all generally shared, as is the advertising for the most part. Certainly direct marketing’s legacy is individual-level targeting, like direct mail or email. But these generally don’t comport with the definition of advertising as marketing that happens around entertainment/news/information. This is why the mobile revolution represents a watershed change for personalization of advertising. Entertainment/news/information are now consumed via mobile. Mobile’s enablement of the first personal media device – including two-way feedback – basically bridges the divide between direct marketing and advertising. Exhibit 30. At Least Weekly Mobile Phone Usage by Activity 12% 2011 2010 Access social networking sites 23% Watch video/TV 5% 9% Listen to music 11% 18% Play games 14% 22% Access the internet 20% 34% Send or receive email 20% 30% Send or receive text messages 52% 60% 0% 10% 20% 30% 40% 50% 60% Source: Forrester Research, Mobile Marketing: Three Principles For Success A member of BMO Financial Group 39 June 7, 2012
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