0915 omma adnets donnie williams
Transcript of 0915 omma adnets donnie williams
Marketers, Agencies, & Ad NetsAn indie’s view of challenges and solutions
Donald WilliamsChief Digital OfficerHorizon Media, [email protected]
2010 media agency of the year
Just named Horizon as one of the top 10 most innovative advertising and marketing companies in the world (March 2011)
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• industry advertising investment is trending positively - across format
strong revenue growth from top 5
• online time spent = TV
• volume of professionals dedicated to interactive marketing has increased (inc. traditional specialists)
• supplier competition has increased - increased tactics/viable technology solutions
• dedicated leadership and training curriculums - education on the rise
• video, social, mobile inventory sources are attracting new ad dollars
• local advertising momentum swirls
the reality of today
Traditional Media Is Giving Way To Digital
April 2011 “The Future Of Interactive Marketing”
**Please don’t reply all!!
all is not automated…
Client Strategy/Acct Plannin
g
National Video
Place-Based
Digital Services
Direct Response
Print Services
National Audio
organizational structures impact our relationships - across clients/ad nets/other media channels
increased investment has lead to more scrutiny
cross-channel activation is often stifled
operations remain a mystery
workload distribution is a lot of work
Strategic Process
Consumer Insights
Channel Selection
Channel Allocation
Optimizing Value
Creating a Connection
Idea
Media Amplification
Optimizing
How many of you are familiar with your client’s process to reach customers ?
15%
How many of you are confident that you are able to communicate your value?
Breakfast, lunch, dinner, and learn anyone?
we’ve got traction in the upfront
it’s performance media – it’s track-able
cost efficiency vs. the scatter market
“apples to apples” research initiatives
we make offline channels work harder
at the end of the day… target-ability and reduced waste, right?
that’s not my problem… is it?
where will I be in 1 years? 5 years?
organizing our team to facilitate cooperation
managing cross-discipline teams
Chief Negotiation Officer
expanded role in activation management
Strategic cross-channel initiatives
Sales at an Ad Net?
• pull together a plan (w/a strategic planner from a different industry)
• get a glimpse under the hood – spend some time with cross-functional teams and discipline experts (consumer and channel insights)
•hire train best-in-class talent - check in on message
• self-awareness… position yourself within relevant context = every channel is relevant btw
• get in your clients knickerbockers – share your newly constructed proposition with agencies and clients with a strong POV on why
• create strategic resellers
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what to do?