Copyright 2013 Accenture All Rights Reserved. Accenture, its
logo, and High Performance Delivered are trademarks of Accenture.
Jason Juma-Ross @ideasoc iStrategy Sydney, April 2013
Slide 2
2.5m display ads/5 secs 1 2 1. An estimated 169 display
impressions served per millisecond: 2,470,588 in five second 2.
& 3. US Internet Users, ComScore 4. DoubleClick Copyright 2013
Accenture All Rights Reserved. average user served 1,707 banner ads
per month 2 >30% dont get seen 3 standard banner 0.04% ave CTR
4
Slide 3
Real Time Bidding Use of automated tools to procure online
advertising, one impression at a time, at scale, based on the
unique characteristics of a granular target audience Convergence
Buying (again) Ability to procure media packages that consist of
combined inventory from both traditional and digital channels Pay
for Performance Outcome based buying, allowing advertisers to
procure clicks, leads, enquiries, opportunities to quote, bookings,
3 Copyright 2013 Accenture All Rights Reserved.
Slide 4
Long term decline in banner CTRs 4 ClickZ 2001, Are
Click-Through Rates Really Declining?,
http://www.clickz.com/clickz/column/1706011/are-click-through-rates-really-declining
Andrew Chens Law of Shitty Clickthroughs,
http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/#
Copyright 2013 Accenture All Rights Reserved.
199019952000200520102015 100% 80% 60% 40% 20% 10% 5% 78% CTR,
HotWired 1994 c. 5%, 1997 0.5% CTR AdKnowledge Online Advertising
Report 1st Quarter 2000 0.05% 0.1% 0.04% 0.03% 0.02% 0.01%
Slide 5
The law of shitty clickthroughs is a general phenomenon 5 Site
retargeting clickthrough rate decline over a five month period.
Source:
http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/
Copyright 2013 Accenture All Rights Reserved.
Slide 6
Investment continues to pour into digital: for good reason! 6
Source: AQX Monthly, Jan 2011 Jan 2013, IAB Online Advertising
Expenditure Report, Dec 2012, Accenture analysis: APAC region.
Copyright 2013 Accenture All Rights Reserved. ($18m) ($476m) ($24m)
$21m $8m $000s $11m ($41m) $516m ROI Basis (example ) (2%) (28%)
(10%) (60%) 25% 8%
Slide 7
How can we improve this situation in the new RTB enabled
environment? 1.Cut through: Great, low-cost creative 2.Audit:
verify what you got 3.Relevance: extend the fall off in the
clickthrough curve by targeting intent 7 Copyright 2013 Accenture
All Rights Reserved.
Slide 8
8 Source: SuperBowl XLVI, 2012 MoFilm Copyright 2013 Accenture
All Rights Reserved.
Slide 9
Use fast transients to deliver relevance & extend the
useful life of advertising vehicles 9 Copyright 2013 Accenture All
Rights Reserved. Display Media KWG 1KWG 2KWG NSeg 1Seg N Search
Dynamic Landing Pages Product/Detail Pages Seg 2 Checkout /
Conversion Integrated data Intelligent conversion paths
Industrialised automation & decisioning de-averaging
Slide 10
Challenge the high cost of complexity attached to delivering
relevance Customers demand a more granular and continuous content
and functionality development cycle than is possible in the current
paradigm 10 Copyright 2013 Accenture All Rights Reserved. Relevance
+ Unit Delivery Cost + Complexity Dimensions 5 Product categories
27 Brands 6 Regions 3 Channels 5 Cust. Segments New Paradigm
Platform based, componentised dev., flexible architecture with
analytics linking content, usage, and value Current Paradigm
Monolithic web development & digital supply chain. Analytics
used primarily for reporting purposes Current 1 Treatment 5
Treatments 135 2,430 12,150 Treatments 810
Slide 11
11 Copyright 2013 Accenture All Rights Reserved. Ad Banner
Buyer Audit: scans publisher sites to track where your and your
competitors inventory appears Semi-automated intelligent platform
optimises for intent in real time DEMO
Slide 12
ABBA 12 Copyright 2013 Accenture All Rights Reserved.
Slide 13
ABBA 13 Copyright 2013 Accenture All Rights Reserved.
Slide 14
Google Search Result (Actual) 14 Copyright 2013 Accenture All
Rights Reserved.
Slide 15
Google Search Result (DEMO) 15 Copyright 2013 Accenture All
Rights Reserved.
Slide 16
Visitor Context 16 Copyright 2013 Accenture All Rights
Reserved.
Slide 17
Optimised Landing Page 17 Copyright 2013 Accenture All Rights
Reserved.
Slide 18
Facebook Integration 18 Copyright 2013 Accenture All Rights
Reserved.
Slide 19
Optimised Product Page 19 Copyright 2013 Accenture All Rights
Reserved.
Slide 20
Optimised Product Page Visitor Context 20 Copyright 2013
Accenture All Rights Reserved.
Slide 21
Lagging STATIC ONE-SIZE FITS ALL WEB SITES PERIODIC,
EMPIRICALLY- DRIVEN ITERATION SearchSocialDisplay Personalisation
(HTML) Applications, transactional, and service platforms
Intelligence Driven (Analytics) Leading Core Systems (Aligned)
Foundational Components Web Skin (HTML Layer) Analytics (Reporting)
SearchSocialDisplay Emerging AGILE, INTELLIGENT DELIVERY Customer
Data Cloud Intelligent Adaptation Componentised Architecture 21
Copyright 2013 Accenture All Rights Reserved.
Slide 22
Broadcast Paradigm 1960 1980 Demog. Segment Simple Offer Single
Channel Uniform Campaign Hindsight based business Population Demand
Profile Campaign Intent Paradigm 2000 2020 Intent Segments Multiple
Offers Local Mobile Social Search Web eDM/DM IPTV, etc Fragmented
Channels Campaign Relevance Relevance, scale, & speed Bundle
Population Demand Profile Campaigns 22 Copyright 2012 Accenture All
Rights Reserved. Relevance = business de-averaged
Slide 23
c.1bn display ads/30 mins 23 Copyright 2013 Accenture All
Rights Reserved. average 250 conversions ROI x2 average 500
conversions
Slide 24
Thank you Jason Juma-Ross Regional Managing Director Accenture
Interactive [email protected] @ideasoc 24 Copyright
2012 Accenture All Rights Reserved. Marcus Verrall Digital Director
Accenture Interactive [email protected]
@MarcusVerrall