金属质感计划年终总结案例.pptVIP

02 Content Ecosystems Content = Digital Bait WATSON on Jeopardy! Topline Results XXX in validated Lead Venue XXX in Win Revenue 03 Social at the Center 04 Data Value Exchange Kent Wertime Chief Operating Officer Ogilvy Mather Asia Pacific The Global User Base Asia 44% of global U.S. 11.7% Rest of world 88.3% U.S. 66% Rest of world 34% China 22.9% Japan 4.6% India 4.7% The Digital Device Shift 1 Million new devices connected daily The Digital Device Shift Toward 10 Billion 8 DigiMarketing Shift: A defining topic for a generation of marketing Three Eras of Digital Marketing New Experimental 90s Mass Mainstream 00s Predominant Pervasive 10s Global Ad Spend $500 Billion 2012f Global Ad Spend 2004 41.5% 4.3% 6.5% 26.1% 15.4% 6.0% 43.7% 18.6% 5.2% 16.6% 9.8% 5.9% Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors 2012f Global Ad Spend 2004 $16B $100B Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors India Ad Spend 2012f India Ad Spend 2004 38.5% 0.6% 2.0% 47.2% 4.3% 7.4% 41.6% 4.5% 4.8% 40.7% 2.4% 5.6% Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors 2012f India Ad Spend 2004 $17M $353MM Source: GroupM TYNY Summer 2011 TV Internet Radio Newspaper Magazines Outdoors Confidence Gap: A continued lag, an under-invested market Marketers Still Lag Consumers Source: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Nielsen Media Research 2008, Neo@Ogilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report, eMarketer Jun 2010 Online Ad Spend Bounces Back 湡?潆牲獥整?敄???尠湕敤獲慴摮湩?桴?桃湡楧杮丠敥獤漠?桴?单传汮湩?潃獮浵牥 % Consumer Time Spent Online % Advertising Dollars Spent Online The Marketing Confidence Gap DigiMarketing Imperatives 01 From P-O-E to P-U-C Marketer Organizing Principle - POE Paid Owned Earned Consumer Organizing Principle - PUC Participation Utility Contribution More tweets, lower the price Consumer Organizing Principle - PUC Pa