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Page 1: How Ad Tech and Marketing Tech Are Converging and Why It Matters

The Convergence of Ad Tech

& Marketing Tech Brian Andersen

Page 2: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Brian Andersen Partner, LUMA Partners

@bandersen2000

Focus: M&A Advisory, Corporate

Strategy and Capital Offerings

Previous: VP of Corp Dev at

Omniture & Interwoven; M&A Group

at Robertson Stephens

Former athlete now relegated to the

sidelines of his kids baseball / soccer

/ water polo games

Page 3: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Investment Bankers…

Page 4: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

LUMA Has Built a Global Brand via Content Marketing

LUMAscapes are industry standards

viewed and downloaded over 1.9 million times

from 175 countries

Page 5: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Advertising Technology

Marketing Technology

Ad Te c h M e e t s M a r Te c h

Page 6: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

The Future of Digital Advertising

Brand Direct Response

Commerce

Programmatic

Premium Ad Networks

Native/Social

Page 7: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Native Meets Gartner

YOU

ARE

HERE

Page 8: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

A Message Can Be In Any Format…

There’s no reason the message has to

follow historical formats

if the reader’s

attention is elsewhere

Page 9: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

… And Mobile Ads are Ineffective

Page 10: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Game Changers: Facebook

DESKTOP MOBILE

Page 11: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Game Changers: Twitter

DESKTOP MOBILE

Page 12: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Game Changers: Facebook & Twitter

Mobile Revenue ($ millions)

Page 13: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Game Changers: Facebook & Twitter

Real Time Distribution

Page 14: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Game Changers: Facebook & Twitter

Real Time Distribution

Page 15: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

New Paradigm

Legacy Marketing Cycle

Today’s Marketing Dynamic

Page 16: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Content Marketing / Native: Landscape

Page 17: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Content Marketing / Native: Publishers

Page 18: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Native Advertising

Page 19: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Content Marketing

Page 20: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Brand vs. Direct Response - 90/10 Rule

Standardization

Call to Action

Conversion

Integration

Facilitation

Awareness

INVENTORY

CREATIVE

OBJECTIVE

Page 21: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Adverting Technology

Marketing Technology

Ad Te c h M e e t s M a r Te c h

Page 22: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Data is Enabling Cross-Channel Online Advertising

Social

Display

Mobile

Video

Search

Content Mktg

DATA

Email

Page 23: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

… And Integrating the Customer Touch Points…

CRM

Advertising

Email

Commerce

Content Mgmt Support

Lead Generation

DATA

Page 24: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

… To Enable Multi-Stage Marketing

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

DA

TA

Loyalty

DMP (cookie)

CRM (user)

Page 25: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Email: The Critical Linkage

SALE

CRM

Display Video

DATA

Social

Email #

Advertising

Marketing

Identifiable Data

Anonymous Data

Inspired by:

Email hashes are cross channel and cross device enabling adverting and marketing integration.

Page 26: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Multi-Channel / Multi-Stage Marketing

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

DA

TA

Loyalty

DMP (cookie)

CRM (user)

Page 27: How Ad Tech and Marketing Tech Are Converging and Why It Matters
Page 28: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Predictive Marketing: the Core Capabilities

Insights

Other

In Store

Website

Email

Display

3. ACT

2. ANALYIZE/ PREDICT

1. CONNECT

Web Analytics Other Ecommerce POS

Page 29: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

eCommerce Trend: Predictive Marketing

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

DA

TA

Loyalty

DMP (cookie)

CRM (user)

PREDICITIVE MARKETING PLATFORM

Page 30: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Multi-Channel / Multi-Stage Marketing

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

DA

TA

Loyalty

Mktg Auto (B2B) DMP (B2C)

CRM (user)

Page 31: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Multi-Channel / Multi-Stage Mktg (Salesforce)

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

DA

TA

Loyalty

Mktg Auto (B2B) DMP (B2C)

CRM (user)

Page 32: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Multi-Channel / Multi-Stage Mktg (Adobe)

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

DA

TA

Loyalty

Mktg Auto (B2B) DMP (B2C)

CRM (user)

Page 33: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Multi-Channel / Multi-Stage Mktg (Oracle)

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

DA

TA

Loyalty

Mktg Auto (B2B) DMP (B2C)

CRM (user)

Page 34: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Multi-Channel / Multi-Stage Mktg (Demandbase)

Awareness

Consideration

Intent

Lead

Website

Sale

Retention

Reactivation

Brand Advertising

DR Advertising

Lead Gen

Content Mgmt

Commerce

Support

Email

Retargeting

DA

TA

DA

TA

Loyalty

Mktg Auto (B2B) DMP (B2C)

CRM (user)

Page 35: How Ad Tech and Marketing Tech Are Converging and Why It Matters

#b2bsummit

Brian Andersen LUMA Partners @bandersen2000

Thank You!


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