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The Display Ad of the Future: It's all about you - Marketing Land Summit 2014

Date post: 01-Nov-2014
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What does the future of online display advertising look like? A landscape very different than today’s, and one that disrupts current advertiser practices and beliefs. Ads will evolve from interruptions in other activities to voluntary views that users seek out. Ads will be more interactive, and beautiful. Ads will be connected across devices and time, and thanks to better retargeting will be more useful to your personal life. And measurement of ads will be much more complex and accurate, allowing advertisers to even more precisely tune messages to individuals – at scale. Learn how to prepare for this exciting new world of display ads like you’ve never seen.
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The Display Ad of the Future: It’s All About You Tim Mayer Chief Marketing Officer Trueffect 07/02/2022 Trueffect 1
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  • 1. The Display Ad of the Future: Its All About You Tim Mayer Chief Marketing Officer Trueffect 3/18/2014Trueffect 1
  • 2. Trueffect Inc. Confidential. 2014 All Rights Reserved What do these three people have in common? 3/18/2014Trueffect 2 F. Scott Fitzgerald Salman Rushdie Joseph Heller
  • 3. Trueffect Inc. Confidential. 2014 All Rights Reserved The Move Towards Relevance 3/18/2014Trueffect 3 and Away from Resonance
  • 4. Storytelling Resonance & Relevance 4 Trueffect3/18/2014
  • 5. Trueffect Inc. Confidential. 2014 All Rights Reserved Storytelling with Resonance 3/18/2014Trueffect 5
  • 6. Trueffect Inc. Confidential. 2014 All Rights Reserved Data Versus Brand Marketers 3/18/2014Trueffect 6
  • 7. Trueffect Inc. Confidential. 2014 All Rights Reserved Traditional Measurement by Channel 3/18/2014Trueffect 7
  • 8. Trueffect Inc. Confidential. 2014 All Rights Reserved Ad Measurement is a Mess 3/18/2014Trueffect 8 3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M but..
  • 9. Trueffect Inc. Confidential. 2014 All Rights Reserved Need to tell story with Data across Channels 3/18/2014Trueffect 9
  • 10. Trueffect Inc. Confidential. 2014 All Rights Reserved Structured Versus Unstructured Channels 3/18/2014Trueffect 10 Owned Paid Earned Landing Pages Brand Awareness Amplification Brand Experience Discovery & Intent Capture
  • 11. Trueffect Inc. Confidential. 2014 All Rights Reserved 360 Profile: Structured and Unstructured 3/18/2014Trueffect 11
  • 12. Trueffect Inc. Confidential. 2014 All Rights Reserved The Evolution of Display 3/18/2014Trueffect 12
  • 13. Trueffect Inc. Confidential. 2014 All Rights Reserved Display buys used to be contextual 3/18/2014Trueffect 13
  • 14. Trueffect Inc. Confidential. 2014 All Rights Reserved Data Growing FAST! 3/18/2014Trueffect 14 Online/offline CRM Registration First- Party data shared among advertisers Aggregated data Inferred vs. declared First Party Second-Party Third-Party
  • 15. Trueffect Inc. Confidential. 2014 All Rights Reserved Now Buying Audiences 3/18/2014Trueffect 15
  • 16. Trueffect Inc. Confidential. 2014 All Rights Reserved Marketing Funnel Creative Targeting on Audience Segments 3/18/2014Trueffect 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
  • 17. Whats Next? 3/18/2014Trueffect 17
  • 18. Trueffect Inc. Confidential. 2014 All Rights Reserved 3/18/2014Trueffect 18 Location Signals: iBeacons ALEX AND ANI
  • 19. Trueffect Inc. Confidential. 2014 All Rights Reserved Opt-in to Offers 3/18/2014Trueffect 19
  • 20. Trueffect Inc. Confidential. 2014 All Rights Reserved Viral Pull Ads 3/18/2014Trueffect 20
  • 21. Thanks! Twitter: @timmayer 3/18/2014Trueffect 21

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