IAB and Booz Marketing Media Ecosystem

Booz & Company October 18, 2008
Marketing & Media Ecosystem

2010
ANA annual meeting CMO roundtable
This document is confidential and is intended solely for

the use and information of the client to whom it is addressed.
< eco· sys· tem >
“The Complex of a Community of Organisms and

Its Environment Functioning as an Ecological Unit”
Booz & Company Chris Vollmer Booz & Company ANA Oct 2008 CMO
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1
This ecosystem is at an inflection point
1 Massive Audience Fragmentation
2 Boundaries Blurring Between Media and Roles
3 Intensifying Focus on Measurement of Business Impact
4 “Arms Race” for Consumer Insight and Big Ideas
5 More Choices Than Ever for Marketers
Sources: Marketing & Media Ecosystem 2010 survey and Booz & Company analysis
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Marketers want more two-way media
Decrease Spending Increase Spending
Digital
Mobile
Two-Way
PR
Events
Direct Mail
TV
One-Way Print
Out of Home
Radio
-100% -80% -60% -40% -20% 0% 20% 40% 60% 80% 100%
% of Respondents
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3
Marketer expectations are changing
Marketer Views on MME 2010
100%
90%
90% 82%
80%
70% 62%
% of Responses
57%
60% 53%
50%
40%
30% 24%
20%
10%
0%
Expect to Spend Consumer Inability to Creative, Expect Media Marketers Believe
More On Digital Insights Will Measure the Strategic and Buying to Look Their
Advertising Become More Effectiveness is a Media Buying Like Equities Organizations are
Important Barrier Capabilities Digital Savvy
Should Be
Rebundled
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Marketers, agencies, media co’s expect digital’s influence to grow
Key MME 2010 Findings
88% agree the speed of marketing execution will become more important due
to digital
Marketers
80% believe insights into consumer’s digital behavior and related targeting will
become more important
85% using digital media to better understand consumers

71% expect digital to reach 25% of media mix by 2010
Agencies
73% expect existing advertisers to shift more $$$ online

Media 67% view digital as equal in quality to other media
Companies
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5
Ecosystem = more demanding and complex
Marketers Agencies Media Companies
89%
81% 82%
82%
62% 66%
52%
Developing Ideas that Collaborating with New Working With Full Services Restructuring Ad New Partnerships
Cross Media Platforms, Multiple Marketing Partnerships More Agencies Agencies Do Sales Teams Required Across the
Including Digital Service Providers Required to Than Before Not Offer All the Value Chain
Access New Services
Data Sources Marketers
Want
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6
With more complexity, there is more tension
Agencies Media Companies

88%
70%
65% 63%
53%
47%
Marketers Lack Taking on Working w/Other Rethinking “Agency-services” Working More

Sufficient Processes “Publisher” Agencies Is Relationships Causing Friction Directly with
to Manage Roles Awkward, with Agencies with Agencies Marketers
Multiple Agencies Competitive
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7
Many concerns relate to managing digital
Key MME 2010 Findings
59% lack sufficient experience with digital/online media

51% do not have adequate senior support for digital
Marketers
73% are challenged to attract enough digital talent

47% view digital as too resource intensive relative to revenues
Agencies
67% need to upgrade their supply chain capabilities

Media 50% view labor spent on integrated campaigns as not commensurate with
Companies revenues
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And ownership of value chain roles
Media Companies Believe Agencies Believe
Responsibility Lies With … Responsibility Lies With …
76%
61%
% of Respondents
% of Respondents
52%
32% 33%
12%
2% 0%
Behavioral Consumer Behavioral Consumer

Targeting Insight Targeting Insight
Research Research
Agency of Record Media Company
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Leadership requires a different “DNA”
Leading marketers are more likely to …

Be using two-way media
Have digital embedded in

– Dashboards + metrics
– Media mix modeling
Have new positions/processes to

work with partners
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Leading agencies are more likely to …

Know what marketers want to
measure
Have implemented new metrics
Be automating their processes
Have invested in new offerings

(esp. analytics)
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Leading media companies are more likely to …

Be investing to help marketers
“get it”
Sell solutions,
not just ad space
Prove it – linking media value to

key metrics
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More cross-industry effort on metrics
Marketers Agencies
Working to Understand marketer

Weak Ability to Measure Effectiveness needs in measuring Digital (64%)
of Digital (62%)
Marketers Need to Share Targets/
Metrics are not comparable (44%) Objectives to Aid Ability to Measure
Effectiveness (59%)
Media Companies
Lack of Metrics Standardization Limits

Digital Ad Spend (98%)
Need to Better Understand What
Marketers Want to Measure (78%)
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Other ecosystem 2010 priorities
Integration Collaboration
New
Restructuring Offerings/
Capabilities
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+ +
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“Custom agency” – built bespoke for Dell by WPP
Designed to address Dell’s demands for creativity, efficiency and proof of

performance
Big emphasis on analytics and measurement
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Custom Healthcare Word of Mouth
Marketing Marketing
Custom
Online Communications Database
Marketing Marketing
Online Marketing
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Closing thoughts
Ideas/creativity still matter a lot … need to be connected to technology, consumer insight and
analytics
Marketing and Media Ecosystem reorienting around:

– Performance
– Relevance
– Interactivity
Major go forward needs: simplification, automation, integration and standardization
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19
Marketing
& Media
Ecosystem 2010
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20

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Booz & Company October 18, 2008

Marketing & Media Ecosystem

This document is confidential and is intended solely for

“The Complex of a Community of Organisms and

1 Massive Audience Fragmentation

2 Boundaries Blurring Between Media and Roles

3 Intensifying Focus on Measurement of Business Impact

4 “Arms Race” for Consumer Insight and Big Ideas

5 More Choices Than Ever for Marketers

Decrease Spending Increase Spending

Marketer Views on MME 2010

Key MME 2010 Findings

 85% using digital media to better understand consumers

 73% expect existing advertisers to shift more $$$ online

Marketers Agencies Media Companies

Agencies Media Companies

Marketers Lack Taking on Working w/Other Rethinking “Agency-services” Working More

Key MME 2010 Findings

 59% lack sufficient experience with digital/online media

 73% are challenged to attract enough digital talent

 67% need to upgrade their supply chain capabilities

Behavioral Consumer Behavioral Consumer

Agency of Record Media Company

Leading marketers are more likely to …

 Have digital embedded in

– Media mix modeling

 Have new positions/processes to

Leading agencies are more likely to …

 Have implemented new metrics

 Be automating their processes

 Have invested in new offerings

Leading media companies are more likely to …

 Prove it – linking media value to

 Working to Understand marketer

 Lack of Metrics Standardization Limits

 Designed to address Dell’s demands for creativity, efficiency and proof of

 Big emphasis on analytics and measurement

 Marketing and Media Ecosystem reorienting around:

 Major go forward needs: simplification, automation, integration and standardization

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85% using digital media to better understand consumers

73% expect existing advertisers to shift more $$$ online

59% lack sufficient experience with digital/online media

73% are challenged to attract enough digital talent

67% need to upgrade their supply chain capabilities

Have digital embedded in

Have new positions/processes to

Have implemented new metrics

Be automating their processes

Have invested in new offerings

Prove it – linking media value to

Working to Understand marketer

Lack of Metrics Standardization Limits

Designed to address Dell’s demands for creativity, efficiency and proof of

Big emphasis on analytics and measurement

Marketing and Media Ecosystem reorienting around:

Major go forward needs: simplification, automation, integration and standardization