ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising

transcript

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Deciphering Multi-Screen Advertising Responsive Web Design & Advertising

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Yin & Yang of Ad Media

Reboot 2010

Responsive Ads

Isn’t all about Monetization

Lets Make One…Ad

@responsiveads

Yin & Yang of Ad Media Reboot 2010

ResponsiveAds

Lets Make One…Ad

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2000~2010 Getting “Pulled Both Ways?”

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New Media Old Media

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Mobile Web World Wide Web

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DIRECT PROGRAMATIC

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COOKIES (Segment Targeting)

CREME ( CRM) ( User Opt-in/ Subscription)

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NATIONAL

Standard Ads

Native Ads

Viewability

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and then there was…..

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Reboot 2010 Responsive Ads

Lets Make One…Ad

3rd wave

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What was launched in 2010 that Defined

This New Awakening?

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Digital Media Strategy with three Legs?

Digital Magazine

Desktop Tablet Mobile

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So-Lo-Mo “Defining Lens Begins”

Social Local

Mobile

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POETRY of a Converged Strategy

EARNED PAID

(POEM)

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Funnel now an Hour Glass

Bottom

Bottom (middle)

Awareness

Consideration

Intent

Purchase

Support

Loyalty

Advocacy

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Does not need to be? Threatening . Costly . Fragmented

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The Movement in the Interactive

Community with the One-Web Coined “Responsive Web Design”

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Responsive Web Design HTML5. Mediaqueries. CSS3. Fluid Design

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Today… Responsive offers Clarity of Direction For all Screens

CMS CRM Cookies Cloud Convergence Costs Compatibility Connected

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Advertising- Is there a problem?

• Separate Organizations • Different Ad Servers? • Separate Selling? • Different Technologies

(Flash vs. HTML5) • Different standards? • Different priorities?

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….Time spent on mobile is greater

Magazines & Newspapers Combined!

By 2014 Mobile

Traffic will exceed Desktop…

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With more screens are

coming… …and users are

multi-tasking

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Juggling the Strategy of Three

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… Because

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Scottsdale 50% off

Google Offers

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So is there a silver bullet for advertising?

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Today with 1% CTR we are happy, so why

make it so complicated

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> 80% of Path to Purchase

Decisions on Multiple Screens

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Real-Time Real-World

But if we can … Simplify

Real-Connection

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Reboot 2010 ( Digital 2 =>)

Responsive Ads Isn’t all about Monetization

Lets Make One…Ad

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“Triple Responsive”

… ads that respond to…

Screen User

Context

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Multi-Screen Solutions

STRETCH Ads

Responsive Creatives

SWAP Ads

Multiple Creatives

STRETCH + SWAP (combination/custom)

FREE E-Book

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SWAP Turning-on-and-off

Different Creatives

• Multiple Ads/ Creatives

• Separate Ad Serving

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“SWAP” Retrofitting Solution

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STRETCH One-Ad-Fits-All

Adapts to the Situation

• HTML5 Creative

• Build Once • Dynamic Creative

• Optimized Quality

• Single Ad Serving

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Imagine One-Ad, Fits-All

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“IAB Standards” SCALE

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“Native Advertising” Beauty

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“Full-Skins” Brand Impact

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“Expandables” Creative Canvas

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… Re-imagine Paid-Media

One-Ad-Everywhere, Real-Time

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ResponsiveAds (Real Time

Lets Make One…Ad

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In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The

Benefits of Bundles “ Pivotal Research stated that…

“ To date, mobile ad networks, most prominently including Millennial Media have been

among the primary beneficiaries of the rise of mobile advertising.

….However, in the medium-term, most of the advantages which enable ad networks

to capture a large share of the mobile advertising market are diminishing

substantially.

….Facebook and Google are uniquely able to blur the lines of marketers' budget-

setting efforts which normally consider mobile and non-mobile to be distinct

aspects of a digital budget by creating effective bundles of advertising inventory

which cuts across devices.

…..We note that such bundling (some would call it "silo-busting") is beginning to occur

for other digital media.”

Benefits of Bundled Media

In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The

Benefits of Bundles “ Pivotal Research stated that…

“ To date, mobile ad networks, most prominently including Millennial Media have been

among the primary beneficiaries of the rise of mobile advertising.

….However, in the medium-term, most of the advantages which enable ad networks

to capture a large share of the mobile advertising market are diminishing

substantially.

….Facebook and Google are uniquely able to blur the lines of marketers' budget-

setting efforts which normally consider mobile and non-mobile to be distinct

aspects of a digital budget by creating effective bundles of advertising inventory

which cuts across devices.

…..We note that such bundling (some would call it "silo-busting") is beginning to occur

for other digital media.”

To date mobile ad networks …Benefited

Facebook…Google…able to blur the

lines of the marketers budget

…..Bundling or Silo-busting beginning to occur …

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Sell at package?

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Tablet Engagement 2~3.5X

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Responsive vs. Digital Industry CTR 4X

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Responsive Ads Mobile vs. Site 2~3X

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"Local advertisers' get confused when we try to sell HTML5 and mobile ads, but when they see STRETCH - I WANT THAT" - Jonathan Melville, Times-Herald, Newnan, Ga.

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Finding your Balance!

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ResponsiveAds

Lets Make One…Ad

ResponsiveAds SXSW 2015- Deciphering Multi-Screen Advertising

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