The Display Ad of the Future:

It’s All About YouTim Mayer

Chief Marketing Officer

Trueffect

3/1

0/2

014

Tru

eff

ect

1

Trueffect Inc. Confidential. 2014© All Rights Reserved

What do these three people have in common?

3/1

0/2

014

Tru

eff

ect

2

F. Scott Fitzgerald Salman Rushdie

Joseph Heller

Trueffect Inc. Confidential. 2014© All Rights Reserved

The Move Towards Relevance

3/1

0/2

014

Tru

eff

ect

3

and Away from Resonance…

Storytelling

Resonance & Relevance

4

Tru

eff

ect

3/1

0/2

014

Trueffect Inc. Confidential. 2014© All Rights Reserved

Storytelling with Resonance

3/1

0/2

014

Tru

eff

ect

5

Trueffect Inc. Confidential. 2014© All Rights Reserved

Data Versus Brand Marketers

3/1

0/2

014

Tru

eff

ect

6

Trueffect Inc. Confidential. 2014© All Rights Reserved

Traditional Measurement by Channel

3/1

0/2

014

Tru

eff

ect

7

Trueffect Inc. Confidential. 2014© All Rights Reserved

Ad Measurement is a Mess

3/1

0/2

014

Tru

eff

ect

8

3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M

but..

Trueffect Inc. Confidential. 2014© All Rights Reserved

Need to tell story with Data across Channels

3/1

0/2

014

Tru

eff

ect

9

Trueffect Inc. Confidential. 2014© All Rights Reserved

Structured Versus Unstructured Channels

3/1

0/2

014

Tru

eff

ect

10

Owned

Paid Earned

Landing Pages

Brand Awareness

Amplification

Brand Experience

Discovery &

Intent Capture

Trueffect Inc. Confidential. 2014© All Rights Reserved

360 Profile: Structured and Unstructured

3/1

0/2

014

Tru

eff

ect

11

Trueffect Inc. Confidential. 2014© All Rights Reserved

The Evolution of Display

3/1

0/2

014

Tru

eff

ect

12

Trueffect Inc. Confidential. 2014© All Rights Reserved

Display buys used to be contextual…

3/1

0/2

014

Tru

eff

ect

13

Trueffect Inc. Confidential. 2014© All Rights Reserved

Data Growing FAST!

3/1

0/2

014

Tru

eff

ect

14

• Online/offline

• CRM

• Registration

• First- Party data shared among advertisers

• Aggregated data

• Inferred vs. declared

First Party Second-Party Third-Party

Trueffect Inc. Confidential. 2014© All Rights Reserved

Now Buying Audiences

3/1

0/2

014

Tru

eff

ect

15

Trueffect Inc. Confidential. 2014© All Rights Reserved

Marketing

Funnel

Creative Targeting on Audience Segments

3/1

0/2

014

Tru

eff

ect

16

Standard Offer

CTR focused

creative

Value and Offer

based

Aligned to

product,

location etc.

Upsell/Cross-

sell retention

Unknown

Visitor Product

Interest

Visitors

Recent

Visitors

Language

Lapsed

Visitors

Language

Existing

Customer/Produc

t Interest

What’s Next?

3/1

0/2

014

Tru

eff

ect

17

Trueffect Inc. Confidential. 2014© All Rights Reserved

3/1

0/2

014

Tru

eff

ect

18

Location Signals: iBeacons

ALEX AND ANI

Trueffect Inc. Confidential. 2014© All Rights Reserved

Opt-in to Offers

3/1

0/2

014

Tru

eff

ect

19

Trueffect Inc. Confidential. 2014© All Rights Reserved

Viral Pull Ads

3/1

0/2

014

Tru

eff

ect

20

Thanks!

Twitter: @timmayer

3/1

0/2

014

Tru

eff

ect

21