Soumettre la recherche
Mettre en ligne
LUMA Digital Brief 008 - Scape of Cards
•
14 j'aime
•
4,897 vues
LUMA Partners
Suivre
LUMA presents Digital Brief 008 - Scape of Cards
Lire moins
Lire la suite
Technologie
Affichage du diaporama
Signaler
Partager
Affichage du diaporama
Signaler
Partager
1 sur 12
Télécharger maintenant
Télécharger pour lire hors ligne
Recommandé
LUMA Digital Brief 009 - Market Report Q2 2016
LUMA Digital Brief 009 - Market Report Q2 2016
LUMA Partners
LUMA Digital Brief 007 - Market Report Q1 2016
LUMA Digital Brief 007 - Market Report Q1 2016
LUMA Partners
LUMA Digital Brief 012 - Market Report Q4 2016
LUMA Digital Brief 012 - Market Report Q4 2016
LUMA Partners
LUMA Digital Brief 014 - Market Report Q1 2017
LUMA Digital Brief 014 - Market Report Q1 2017
LUMA Partners
Digital Brief 003 - Market Report Q2 2015
Digital Brief 003 - Market Report Q2 2015
LUMA Partners
LUMA Digital Brief 005 - Market Report Q3 2015
LUMA Digital Brief 005 - Market Report Q3 2015
LUMA Partners
LUMA Digital Brief 006 - Market Report Q4 2015
LUMA Digital Brief 006 - Market Report Q4 2015
LUMA Partners
LUMA's 2014 MMA Summit Keynote
LUMA's 2014 MMA Summit Keynote
LUMA Partners
Recommandé
LUMA Digital Brief 009 - Market Report Q2 2016
LUMA Digital Brief 009 - Market Report Q2 2016
LUMA Partners
LUMA Digital Brief 007 - Market Report Q1 2016
LUMA Digital Brief 007 - Market Report Q1 2016
LUMA Partners
LUMA Digital Brief 012 - Market Report Q4 2016
LUMA Digital Brief 012 - Market Report Q4 2016
LUMA Partners
LUMA Digital Brief 014 - Market Report Q1 2017
LUMA Digital Brief 014 - Market Report Q1 2017
LUMA Partners
Digital Brief 003 - Market Report Q2 2015
Digital Brief 003 - Market Report Q2 2015
LUMA Partners
LUMA Digital Brief 005 - Market Report Q3 2015
LUMA Digital Brief 005 - Market Report Q3 2015
LUMA Partners
LUMA Digital Brief 006 - Market Report Q4 2015
LUMA Digital Brief 006 - Market Report Q4 2015
LUMA Partners
LUMA's 2014 MMA Summit Keynote
LUMA's 2014 MMA Summit Keynote
LUMA Partners
LUMA Digital Brief 010 - Power to the People
LUMA Digital Brief 010 - Power to the People
LUMA Partners
LUMA Digital Brief 011 - Market Report Q3 2016
LUMA Digital Brief 011 - Market Report Q3 2016
LUMA Partners
LUMA Digital Brief 017 - Market Report Q3 2017
LUMA Digital Brief 017 - Market Report Q3 2017
LUMA Partners
Digital Brief 002 - Market Report Q1 2015
Digital Brief 002 - Market Report Q1 2015
LUMA Partners
LUMA's "The Evolving Digital Marketing Technology Landscape"
LUMA's "The Evolving Digital Marketing Technology Landscape"
LUMA Partners
LUMA's State of Digital Media at DMS 16
LUMA's State of Digital Media at DMS 16
LUMA Partners
LUMA's State of Digital Marketing at DMS West 16
LUMA's State of Digital Marketing at DMS West 16
LUMA Partners
LUMA Digital Brief 018 - Market Report Q4 2017
LUMA Digital Brief 018 - Market Report Q4 2017
LUMA Partners
LUMA Digital Brief 015 - Market Report Q2 2017
LUMA Digital Brief 015 - Market Report Q2 2017
LUMA Partners
LUMA's State of the State 2015 at DMS 15
LUMA's State of the State 2015 at DMS 15
LUMA Partners
LUMA Digital Brief 001 - The Good, the Bad & the Ugly of Digital Advertising
LUMA Digital Brief 001 - The Good, the Bad & the Ugly of Digital Advertising
LUMA Partners
LUMA's Disruption by the Numbers
LUMA's Disruption by the Numbers
LUMA Partners
LUMA's State of Digital Marketing at DMS West 15
LUMA's State of Digital Marketing at DMS West 15
LUMA Partners
LUMA Digital Brief 016 The Evolution of Digital Measurement
LUMA Digital Brief 016 The Evolution of Digital Measurement
LUMA Partners
AGC AdTech Industry Update_01.2016
AGC AdTech Industry Update_01.2016
Linda Gridley
LUMA's State of Digital Media 2017
LUMA's State of Digital Media 2017
LUMA Partners
LUMA Digital Brief 004 - Back to Mad Men
LUMA Digital Brief 004 - Back to Mad Men
LUMA Partners
LUMA's State of Digital Marketing at DMS West 17 (with Commentary)
LUMA's State of Digital Marketing at DMS West 17 (with Commentary)
LUMA Partners
Fintech Product for Gen Y & Gen Z - Robo Advisor
Fintech Product for Gen Y & Gen Z - Robo Advisor
S. Ernest Paul ✪
AGC-Changing-Consumer-Shopping-Experience-Jan-2015
AGC-Changing-Consumer-Shopping-Experience-Jan-2015
Linda Gridley
LUMA Digital Brief 013 - The Future of Sales Tech
LUMA Digital Brief 013 - The Future of Sales Tech
LUMA Partners
SALES TECH LUMAscape
SALES TECH LUMAscape
LUMA Partners
Contenu connexe
Tendances
LUMA Digital Brief 010 - Power to the People
LUMA Digital Brief 010 - Power to the People
LUMA Partners
LUMA Digital Brief 011 - Market Report Q3 2016
LUMA Digital Brief 011 - Market Report Q3 2016
LUMA Partners
LUMA Digital Brief 017 - Market Report Q3 2017
LUMA Digital Brief 017 - Market Report Q3 2017
LUMA Partners
Digital Brief 002 - Market Report Q1 2015
Digital Brief 002 - Market Report Q1 2015
LUMA Partners
LUMA's "The Evolving Digital Marketing Technology Landscape"
LUMA's "The Evolving Digital Marketing Technology Landscape"
LUMA Partners
LUMA's State of Digital Media at DMS 16
LUMA's State of Digital Media at DMS 16
LUMA Partners
LUMA's State of Digital Marketing at DMS West 16
LUMA's State of Digital Marketing at DMS West 16
LUMA Partners
LUMA Digital Brief 018 - Market Report Q4 2017
LUMA Digital Brief 018 - Market Report Q4 2017
LUMA Partners
LUMA Digital Brief 015 - Market Report Q2 2017
LUMA Digital Brief 015 - Market Report Q2 2017
LUMA Partners
LUMA's State of the State 2015 at DMS 15
LUMA's State of the State 2015 at DMS 15
LUMA Partners
LUMA Digital Brief 001 - The Good, the Bad & the Ugly of Digital Advertising
LUMA Digital Brief 001 - The Good, the Bad & the Ugly of Digital Advertising
LUMA Partners
LUMA's Disruption by the Numbers
LUMA's Disruption by the Numbers
LUMA Partners
LUMA's State of Digital Marketing at DMS West 15
LUMA's State of Digital Marketing at DMS West 15
LUMA Partners
LUMA Digital Brief 016 The Evolution of Digital Measurement
LUMA Digital Brief 016 The Evolution of Digital Measurement
LUMA Partners
AGC AdTech Industry Update_01.2016
AGC AdTech Industry Update_01.2016
Linda Gridley
LUMA's State of Digital Media 2017
LUMA's State of Digital Media 2017
LUMA Partners
LUMA Digital Brief 004 - Back to Mad Men
LUMA Digital Brief 004 - Back to Mad Men
LUMA Partners
LUMA's State of Digital Marketing at DMS West 17 (with Commentary)
LUMA's State of Digital Marketing at DMS West 17 (with Commentary)
LUMA Partners
Fintech Product for Gen Y & Gen Z - Robo Advisor
Fintech Product for Gen Y & Gen Z - Robo Advisor
S. Ernest Paul ✪
AGC-Changing-Consumer-Shopping-Experience-Jan-2015
AGC-Changing-Consumer-Shopping-Experience-Jan-2015
Linda Gridley
Tendances
(20)
LUMA Digital Brief 010 - Power to the People
LUMA Digital Brief 010 - Power to the People
LUMA Digital Brief 011 - Market Report Q3 2016
LUMA Digital Brief 011 - Market Report Q3 2016
LUMA Digital Brief 017 - Market Report Q3 2017
LUMA Digital Brief 017 - Market Report Q3 2017
Digital Brief 002 - Market Report Q1 2015
Digital Brief 002 - Market Report Q1 2015
LUMA's "The Evolving Digital Marketing Technology Landscape"
LUMA's "The Evolving Digital Marketing Technology Landscape"
LUMA's State of Digital Media at DMS 16
LUMA's State of Digital Media at DMS 16
LUMA's State of Digital Marketing at DMS West 16
LUMA's State of Digital Marketing at DMS West 16
LUMA Digital Brief 018 - Market Report Q4 2017
LUMA Digital Brief 018 - Market Report Q4 2017
LUMA Digital Brief 015 - Market Report Q2 2017
LUMA Digital Brief 015 - Market Report Q2 2017
LUMA's State of the State 2015 at DMS 15
LUMA's State of the State 2015 at DMS 15
LUMA Digital Brief 001 - The Good, the Bad & the Ugly of Digital Advertising
LUMA Digital Brief 001 - The Good, the Bad & the Ugly of Digital Advertising
LUMA's Disruption by the Numbers
LUMA's Disruption by the Numbers
LUMA's State of Digital Marketing at DMS West 15
LUMA's State of Digital Marketing at DMS West 15
LUMA Digital Brief 016 The Evolution of Digital Measurement
LUMA Digital Brief 016 The Evolution of Digital Measurement
AGC AdTech Industry Update_01.2016
AGC AdTech Industry Update_01.2016
LUMA's State of Digital Media 2017
LUMA's State of Digital Media 2017
LUMA Digital Brief 004 - Back to Mad Men
LUMA Digital Brief 004 - Back to Mad Men
LUMA's State of Digital Marketing at DMS West 17 (with Commentary)
LUMA's State of Digital Marketing at DMS West 17 (with Commentary)
Fintech Product for Gen Y & Gen Z - Robo Advisor
Fintech Product for Gen Y & Gen Z - Robo Advisor
AGC-Changing-Consumer-Shopping-Experience-Jan-2015
AGC-Changing-Consumer-Shopping-Experience-Jan-2015
En vedette
LUMA Digital Brief 013 - The Future of Sales Tech
LUMA Digital Brief 013 - The Future of Sales Tech
LUMA Partners
SALES TECH LUMAscape
SALES TECH LUMAscape
LUMA Partners
VIRTUAL REALITY LUMAscape
VIRTUAL REALITY LUMAscape
LUMA Partners
KNOWLEDGE LUMAscape
KNOWLEDGE LUMAscape
LUMA Partners
LUMA's The State of Digital Video
LUMA's The State of Digital Video
LUMA Partners
DISPLAY LUMAscape
DISPLAY LUMAscape
LUMA Partners
MARKETER LUMAscape
MARKETER LUMAscape
LUMA Partners
AGENCY LUMAscape
AGENCY LUMAscape
LUMA Partners
STRATEGIC BUYER LUMAscape
STRATEGIC BUYER LUMAscape
LUMA Partners
PUBLISHER LUMAscape
PUBLISHER LUMAscape
LUMA Partners
LUMA's Upfront Summit Keynote: "The Future of TV"
LUMA's Upfront Summit Keynote: "The Future of TV"
LUMA Partners
LUMA Partners on Cross-Channel Marketing
LUMA Partners on Cross-Channel Marketing
LUMA Partners
SOCIAL LUMAscape
SOCIAL LUMAscape
LUMA Partners
CONTENT MARKETING / NATIVE LUMAscape
CONTENT MARKETING / NATIVE LUMAscape
LUMA Partners
MARKETING TECHNOLOGY LUMAscape
MARKETING TECHNOLOGY LUMAscape
LUMA Partners
MOBILE LUMAscape
MOBILE LUMAscape
LUMA Partners
VIDEO LUMAscape
VIDEO LUMAscape
LUMA Partners
Forum iab 06 06_16
Forum iab 06 06_16
Revenue Alley
Click or tap czyli jak nie zepsuc mobile
Click or tap czyli jak nie zepsuc mobile
Michal Kreczmar
LUMA's State of the State at DMS13
LUMA's State of the State at DMS13
LUMA Partners
En vedette
(20)
LUMA Digital Brief 013 - The Future of Sales Tech
LUMA Digital Brief 013 - The Future of Sales Tech
SALES TECH LUMAscape
SALES TECH LUMAscape
VIRTUAL REALITY LUMAscape
VIRTUAL REALITY LUMAscape
KNOWLEDGE LUMAscape
KNOWLEDGE LUMAscape
LUMA's The State of Digital Video
LUMA's The State of Digital Video
DISPLAY LUMAscape
DISPLAY LUMAscape
MARKETER LUMAscape
MARKETER LUMAscape
AGENCY LUMAscape
AGENCY LUMAscape
STRATEGIC BUYER LUMAscape
STRATEGIC BUYER LUMAscape
PUBLISHER LUMAscape
PUBLISHER LUMAscape
LUMA's Upfront Summit Keynote: "The Future of TV"
LUMA's Upfront Summit Keynote: "The Future of TV"
LUMA Partners on Cross-Channel Marketing
LUMA Partners on Cross-Channel Marketing
SOCIAL LUMAscape
SOCIAL LUMAscape
CONTENT MARKETING / NATIVE LUMAscape
CONTENT MARKETING / NATIVE LUMAscape
MARKETING TECHNOLOGY LUMAscape
MARKETING TECHNOLOGY LUMAscape
MOBILE LUMAscape
MOBILE LUMAscape
VIDEO LUMAscape
VIDEO LUMAscape
Forum iab 06 06_16
Forum iab 06 06_16
Click or tap czyli jak nie zepsuc mobile
Click or tap czyli jak nie zepsuc mobile
LUMA's State of the State at DMS13
LUMA's State of the State at DMS13
Similaire à LUMA Digital Brief 008 - Scape of Cards
Innovation trends observatory covid 19 edition
Innovation trends observatory covid 19 edition
Claire Calmejane
Improving the Economics of Mobile Marketing
Improving the Economics of Mobile Marketing
AdTruth
Marketing in coronavirus times: How to navigate your brand through the storm
Marketing in coronavirus times: How to navigate your brand through the storm
George Gritzalas
KDM White Paper - Content Marketing
KDM White Paper - Content Marketing
Karnika E. Yashwant
(Graham Brown mobileYouth) Mobile Youth Presentation to Telenor Djuice Oct 2008
(Graham Brown mobileYouth) Mobile Youth Presentation to Telenor Djuice Oct 2008
Graham Brown
(Graham Brown mobileYouth) Mobile Youth Workshop Q3 2008
(Graham Brown mobileYouth) Mobile Youth Workshop Q3 2008
Graham Brown
Advertising pr lecture_notes_com130
Advertising pr lecture_notes_com130
Olivia Miller
Why and how-programmatic-is-emerging hi-media__study_2014
Why and how-programmatic-is-emerging hi-media__study_2014
HiMedia Group
MBA-520-UK-Advertising-Agency-Industry-Investigation
MBA-520-UK-Advertising-Agency-Industry-Investigation
Carl Hansen
The Socio-Economic Impact of Online Platforms
The Socio-Economic Impact of Online Platforms
René C.G. Arnold
mma-report_final.pdf
mma-report_final.pdf
Snoopy43
mma-report_final.pdf
mma-report_final.pdf
Snoopy43
COVID-19 pandemic impact on digital advertising industry
COVID-19 pandemic impact on digital advertising industry
Yieldbird
160419_RNTS_Ad_Tech_1_v06
160419_RNTS_Ad_Tech_1_v06
Tameka Kee
A Transformation Roadmap for Media and Entertainment Revitalization
A Transformation Roadmap for Media and Entertainment Revitalization
Cognizant
Digital Industrialization 2016 - Beyond Pilot projects
Digital Industrialization 2016 - Beyond Pilot projects
Solutions IT et Business
Digital industrialization 2016 - International version
Digital industrialization 2016 - International version
Lucile HYON-LE GOURRIEREC
Effect of Advertisement on Consumer Brand Preference
Effect of Advertisement on Consumer Brand Preference
International Journal of Business Marketing and Management (IJBMM)
Infographic Q1
Infographic Q1
resultsig
The 2015 Innovation Forecast Report
The 2015 Innovation Forecast Report
Wojciech Drewczyński
Similaire à LUMA Digital Brief 008 - Scape of Cards
(20)
Innovation trends observatory covid 19 edition
Innovation trends observatory covid 19 edition
Improving the Economics of Mobile Marketing
Improving the Economics of Mobile Marketing
Marketing in coronavirus times: How to navigate your brand through the storm
Marketing in coronavirus times: How to navigate your brand through the storm
KDM White Paper - Content Marketing
KDM White Paper - Content Marketing
(Graham Brown mobileYouth) Mobile Youth Presentation to Telenor Djuice Oct 2008
(Graham Brown mobileYouth) Mobile Youth Presentation to Telenor Djuice Oct 2008
(Graham Brown mobileYouth) Mobile Youth Workshop Q3 2008
(Graham Brown mobileYouth) Mobile Youth Workshop Q3 2008
Advertising pr lecture_notes_com130
Advertising pr lecture_notes_com130
Why and how-programmatic-is-emerging hi-media__study_2014
Why and how-programmatic-is-emerging hi-media__study_2014
MBA-520-UK-Advertising-Agency-Industry-Investigation
MBA-520-UK-Advertising-Agency-Industry-Investigation
The Socio-Economic Impact of Online Platforms
The Socio-Economic Impact of Online Platforms
mma-report_final.pdf
mma-report_final.pdf
mma-report_final.pdf
mma-report_final.pdf
COVID-19 pandemic impact on digital advertising industry
COVID-19 pandemic impact on digital advertising industry
160419_RNTS_Ad_Tech_1_v06
160419_RNTS_Ad_Tech_1_v06
A Transformation Roadmap for Media and Entertainment Revitalization
A Transformation Roadmap for Media and Entertainment Revitalization
Digital Industrialization 2016 - Beyond Pilot projects
Digital Industrialization 2016 - Beyond Pilot projects
Digital industrialization 2016 - International version
Digital industrialization 2016 - International version
Effect of Advertisement on Consumer Brand Preference
Effect of Advertisement on Consumer Brand Preference
Infographic Q1
Infographic Q1
The 2015 Innovation Forecast Report
The 2015 Innovation Forecast Report
Dernier
Transforming Data Streams with Kafka Connect: An Introduction to Single Messa...
Transforming Data Streams with Kafka Connect: An Introduction to Single Messa...
HostedbyConfluent
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
Delhi Call girls
The Codex of Business Writing Software for Real-World Solutions 2.pptx
The Codex of Business Writing Software for Real-World Solutions 2.pptx
Malak Abu Hammad
Data Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt Robison
Anna Loughnan Colquhoun
FULL ENJOY 🔝 8264348440 🔝 Call Girls in Diplomatic Enclave | Delhi
FULL ENJOY 🔝 8264348440 🔝 Call Girls in Diplomatic Enclave | Delhi
soniya singh
The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
Enterprise Knowledge
WhatsApp 9892124323 ✓Call Girls In Kalyan ( Mumbai ) secure service
WhatsApp 9892124323 ✓Call Girls In Kalyan ( Mumbai ) secure service
Pooja Nehwal
08448380779 Call Girls In Friends Colony Women Seeking Men
08448380779 Call Girls In Friends Colony Women Seeking Men
Delhi Call girls
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
Miguel Araújo
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
Safe Software
How to convert PDF to text with Nanonets
How to convert PDF to text with Nanonets
naman860154
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
Delhi Call girls
IAC 2024 - IA Fast Track to Search Focused AI Solutions
IAC 2024 - IA Fast Track to Search Focused AI Solutions
Enterprise Knowledge
CNv6 Instructor Chapter 6 Quality of Service
CNv6 Instructor Chapter 6 Quality of Service
giselly40
🐬 The future of MySQL is Postgres 🐘
🐬 The future of MySQL is Postgres 🐘
RTylerCroy
SQL Database Design For Developers at php[tek] 2024
SQL Database Design For Developers at php[tek] 2024
Scott Keck-Warren
My Hashitalk Indonesia April 2024 Presentation
My Hashitalk Indonesia April 2024 Presentation
Ridwan Fadjar
Handwritten Text Recognition for manuscripts and early printed texts
Handwritten Text Recognition for manuscripts and early printed texts
Maria Levchenko
Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...
Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...
Neo4j
08448380779 Call Girls In Civil Lines Women Seeking Men
08448380779 Call Girls In Civil Lines Women Seeking Men
Delhi Call girls
Dernier
(20)
Transforming Data Streams with Kafka Connect: An Introduction to Single Messa...
Transforming Data Streams with Kafka Connect: An Introduction to Single Messa...
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
08448380779 Call Girls In Diplomatic Enclave Women Seeking Men
The Codex of Business Writing Software for Real-World Solutions 2.pptx
The Codex of Business Writing Software for Real-World Solutions 2.pptx
Data Cloud, More than a CDP by Matt Robison
Data Cloud, More than a CDP by Matt Robison
FULL ENJOY 🔝 8264348440 🔝 Call Girls in Diplomatic Enclave | Delhi
FULL ENJOY 🔝 8264348440 🔝 Call Girls in Diplomatic Enclave | Delhi
The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
WhatsApp 9892124323 ✓Call Girls In Kalyan ( Mumbai ) secure service
WhatsApp 9892124323 ✓Call Girls In Kalyan ( Mumbai ) secure service
08448380779 Call Girls In Friends Colony Women Seeking Men
08448380779 Call Girls In Friends Colony Women Seeking Men
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
Mastering MySQL Database Architecture: Deep Dive into MySQL Shell and MySQL R...
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
From Event to Action: Accelerate Your Decision Making with Real-Time Automation
How to convert PDF to text with Nanonets
How to convert PDF to text with Nanonets
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
08448380779 Call Girls In Greater Kailash - I Women Seeking Men
IAC 2024 - IA Fast Track to Search Focused AI Solutions
IAC 2024 - IA Fast Track to Search Focused AI Solutions
CNv6 Instructor Chapter 6 Quality of Service
CNv6 Instructor Chapter 6 Quality of Service
🐬 The future of MySQL is Postgres 🐘
🐬 The future of MySQL is Postgres 🐘
SQL Database Design For Developers at php[tek] 2024
SQL Database Design For Developers at php[tek] 2024
My Hashitalk Indonesia April 2024 Presentation
My Hashitalk Indonesia April 2024 Presentation
Handwritten Text Recognition for manuscripts and early printed texts
Handwritten Text Recognition for manuscripts and early printed texts
Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...
Neo4j - How KGs are shaping the future of Generative AI at AWS Summit London ...
08448380779 Call Girls In Civil Lines Women Seeking Men
08448380779 Call Girls In Civil Lines Women Seeking Men
LUMA Digital Brief 008 - Scape of Cards
1.
Digital advertising is doing great. Revenue from this channel grew 20% in 2015 and is set to surpass TV advertising next year as the largest category of ad spend. But you wouldn’t know it from the press. Everywhere you look from trade publications to industry conferences and now the general media, all you hear about are the problems with digital advertising. It’s no secret that the sector suffers from a fragmented ecosystem of intermediaries (as depicted by our eponymous LUMAscapes) and such a convoluted supply chain has been blamed for a series of issues that plague the sector. These issues have implications for all the key constituents from marketers to agencies, tech intermediaries, publishers and consumers. It’s a scape of cards!
2.
We force ranked the issues based on their impact on the ecosystem as a whole with increasing importance from serious to critical to existential. The first four issues are either between constituents (Transparency, Header Bidding) or are universal problems that will eventually get solved via technology or consolidation (Measurement, Latency). The Privacy / Tracking issue is a big one with consumer groups, especially in Europe. It is critical to treat consumers’ data fairly and so far the industry has not exactly delivered on its promise of a better user experience from increased ad relevancy. Mostly, we see retargeted ads of the product we already purchased! The industry needs to do better and as closed loop attribution becomes more pervasive, this problem should improve.
3.
Then there’s the bottom half of the list. These issues are critical if not existential. Let’s take a closer look at these.
4.
To assess the impact of Viewability, Fraud and Ad Blocking, consider the lifecycle of a media impression. Every load of a web page or video creates an ad opportunity (denoted in blue). However, ad blocking (now estimated at 22% in North America) prevents ads from being served to a person (a “consumer” in our nomenclature). Of the ads served, some are seen by bots (machines that record fraudulent impressions) and another portion is delivered to humans but not seen.
5.
Whether an ad is “viewable” or not depends on the viewability standards that vary by platform. For example, in video, YouTube counts 4 seconds as a view whereas Facebook is 3 seconds and Snapchat one second.
6.
Of the ads actually viewed, a small portion of these instigates engagement by consumers and an even smaller portion results in a conversion to a purchase. These last two elements are primarily relevant for direct response advertising (demand fulfillment) whereas brand advertising’s objective is to help build demand generation or preference over time and may benefit from an impression alone.
7.
If you analyze these issues from an economic perspective, there is significant value leakage. Marketers’ “lost value” is the sum of fraud and non-viewable impressions. In both instances they paid for an ad that was never seen by a potential consumer. Publishers on the other hand lose value from both fraud and ad blocking. Needless to say, this is too much leakage for a supply chain in such an important and growing market!
8.
While we don’t purport to have answers to all of these issues, we would suggest that whatever solutions applied be done so with consideration of the two principals of the marketing equation: the marketer and the consumer. On ad blocking in particular, we believe that the best way to prevent further proliferation of such software downloads is to create a better consumer experience. While we sympathize with the publishers’ predicament and value the economic construct that supports journalism, forcing the consumers’ hand with draconian measures is not the way to go. Consumer choice is here to stay!
9.
The trend towards performance metrics in advertising serves to mitigate some of these issues. When marketers are paying for business outcomes and not proxies like impressions, it alleviates many ills from measurement to fraud. If the marketer is not paying based on impressions, it’s irrelevant that impressions are not seen. This is a natural and healthy trend for both marketers and consumers. It’s no wonder the companies that deploy these models have seen higher rates of growth.
10.
The Walled Garden issue relates to the growing digital duopoly enjoyed by Google and Facebook. A recent analyst report suggests that their combined share of all incremental ad spend has exceeded 85%, a frightening figure for the thousands of companies vying for the remainder. We would call this issue existential! This dominance has helped fuel above market revenue growth. And the financial market has rewarded this growth: Google’s and Facebook’s market caps have increased $250 billion in the last year alone!
11.
Finally there’s the paramount issue of fragmentation, a condition that is unsustainable for both the principals and intermediaries. Marketers and publishers struggle with the complexity caused by the myriad of point solutions on the LUMAscapes. For the intermediaries, it’s a constant challenge to differentiate and grow with so much competition, which has led to a pull back in venture funding. To vary into another analogy, Winter is here! The obvious solution is industry consolidation,
and LUMA is doing all it can to help out in this regard!
12.
LUMA has recently launched the LUMA Institute, the division that incorporates our research, content and events initiatives. The mission of the LUMA Institute is to provide education, insights and support to all constituents of the digital ecosystem. We partner with media, marketing and technology companies to provide advice and education at leadership off-sites and customer events on a customized basis. If LUMA can help your organization sort through this complicated and dynamic sector, contact Gayle Meyers at gayle@lumapartners.com.
Télécharger maintenant