The Future of Agencies in Paid, Earned and Owned Media

Advertising Super ForumLisa Bari, Matt Lawson, Jason Damas, Steve Schildwachter

State of the Union

• Online advertising spend is still growing - $31.3B projected for 2011 up from $26B in 2010. Online advertising growth outpacing offline/traditional.

• Global advertising spend projected to grow at a slower rate in 2011 (3.6% vs. previously projected 4.1%)

• New opportunities to engage and measure abound• Clients continue to reevaluate AORs and media

AORs

US Online Ad Revenues

US Online Ad Revenues by Format

Important point: “One reason the IAB suggested for the declining ad spend among CPGs—historically big spenders on mass media like TV—was the inability of these companies to accurately measure the impact of their integrated online and offline efforts, keeping them and other heavy TV ad spenders from moving dollars more freely online.”

Who Are These Speakers?

• Matt Lawson – VP of Marketing, Marin Software

• Jason Damas – Director of SEO, AKQA

• Steve Schildwachter – EVP at Draftfcb

• Lisa Bari – Director of Search Marketing, Eleven

What Are They Going to Talk About?

• Trends in paid search and social advertising• SEO and why “earned” and “owned” media is

important for advertising agencies to understand and participate in

• Agency disintermediation and what to do about it

The Big Idea

• Evolution vs. Adoption