© 2013 ResponsiveAds
@ResponsiveAds
2013, Eye of the Storm Moment
Getting a Responsive Advertising Strategy by Matthew Snyder, CEO, ResponsiveAds
© 2013 ResponsiveAds
@ResponsiveAds
17 Years in a Mobile 12 Years Nokia- Director of Strategy 10 Years in Mobile Advertising 5 Years running Cross-Screen Agency ( ADObjects, Inc & MXM Events ) 2 Years RWD (ResponsiveAds Jan 2012)
© 2013 ResponsiveAds
@ResponsiveAds
Simplify the creative process
giving publishers w/ad sales the BEST
multi-screen fill, quality and revenue
Equivalency of Mobile to Desktop eCPM’s
© 2013 ResponsiveAds
@ResponsiveAds
Weathering the Storm- Responsively
− “Winds of Media Change”
Is your Strategy really Balanced?
− “When Lightning Strikes” Internet Reboot- Responsive Web
− 2013 “Eye of the Storm” Opportunity for Responsive Ads
− Calmness After Monetizing like its Native again
− Lets Do it. Make One Ad
© 2013 ResponsiveAds
@ResponsiveAds
Contents Weathering the Storm
− “Winds of Media Change” Is
Your Strategy Really Balanced?
− 2010“Lightning Strikes” Internet Reboot- Responsive Web
− 2013 “Eye of the Storm” Responsive Ads
− Calmness After Monetizing like its Native Again
− Lets Make One…Ad
© 2013 ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds
@ResponsiveAds
The Traditional
Business
The New Media Business
© 2013 ResponsiveAds
@ResponsiveAds
Mobile Web Site Web Site
© 2013 ResponsiveAds
@ResponsiveAds
DIRECT Sales RTB PROGRAMMATIC
© 2013 ResponsiveAds
@ResponsiveAds
COOKIES (Ad Targeting)
CREME ( CRM) ( Paid Content / Subscription)
© 2013 ResponsiveAds
@ResponsiveAds
Mobile Web/HTML5 FREE ( Own)
NATIONAL Standard Ads
CPM CTR SSP
…
Native App PAID LOCAL Native Ads PPC Viewability DSP …
Yin & Yang “Pull”
© 2013 ResponsiveAds
@ResponsiveAds
However…Just when you thought Strategy Balanced?
© 2013 ResponsiveAds
@ResponsiveAds
Contents Weathering the Storm
− “Winds of Media Change” Social, mobile and local
− 2010 “Lightning Strikes” Need the Triple Approach
− 2013” Eye of the Storm” Responsive Ads
− Calmness After
© 2013 ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds
@ResponsiveAds
Overnight…Now Juggling
Strategy of Three
Desktop
Tablet Mobile
© 2013 ResponsiveAds
@ResponsiveAds
Stable, Balanced Growth Strategy
Tablet Desktop
Overall Digital
Mobile
© 2013 ResponsiveAds
@ResponsiveAds
Just Android ~30 Screen Sizes
Between 2.8”….. 10.1”
© 2013 ResponsiveAds
@ResponsiveAds
How Consumers became aware of Products and Services
© 2013 ResponsiveAds
@ResponsiveAds
…and new screens are coming
Play Golf in
Scottsdale 50% off
Newspaper offers
© 2013 ResponsiveAds
@ResponsiveAds
So-Lo-Mo “Consumers Life Lens Began”
Social Local
Mobile
© 2013 ResponsiveAds
@ResponsiveAds
P-O-E-TRY of a Converged Strategy
OWNED media
EARNED
media
PAID
media
(POEM)
© 2013 ResponsiveAds
@ResponsiveAds
Funnel now an Hour Glass
Top
Bottom
Bottom
(middle)
Awareness
Consideration
Intent
Purchase
Support
Loyalty
Advocacy
© 2013 ResponsiveAds
@ResponsiveAds
Does not need to be? Threatening . Costly . Fragmented
© 2013 ResponsiveAds
@ResponsiveAds
Also, In 2010
Raining in from Design Community
The One-Web Solution
“Responsive Web Design”
© 2013 ResponsiveAds
@ResponsiveAds
Responsive Web Design HTML5. Mediaqueries. CSS3. Fluid Design
2 3
1
© 2013 ResponsiveAds
@ResponsiveAds
Today… Responsive offers Clarity of Direction For all Screens
Lets sail …together CMS CRM Common Cloud Convergence Control Costs Compatibility Connected
© 2013 ResponsiveAds
@ResponsiveAds
Nov 2012
Responsive “5X”
Mobile Design
Mobile App Design
By Nov 2014
Could be “10X”
© 2013 ResponsiveAds
@ResponsiveAds
2013 “ The Year of Responsive Design”
© 2013 ResponsiveAds
@ResponsiveAds
…GREAT NEWS, now embraced heavily
Newspaper, News & Media Industry
© 2013 ResponsiveAds
@ResponsiveAds
Now lets Paint the Advertising Picture
Different Creatives •Different Ad Servers?
•Different Channel Buying/Selling?
•Different Technologies (Flash vs. HTML5)
•Different Standards?
•Different Business Priorities?
© 2013 ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds
@ResponsiveAds
….Time spent on
mobile is greater
Magazines & Newspapers
Combined!
© 2013 ResponsiveAds
@ResponsiveAds
….Time spent on
mobile is greater
Magazines & Newspapers
Combined!
By 2014 Mobile Traffic
will exceed Desktop…
© 2013 ResponsiveAds
@ResponsiveAds
Usage and Frequency
© 2013 ResponsiveAds
@ResponsiveAds
more screens are
coming… …users are multi-
tasking, and Screen-Shifting
This Shift Isn't Changing
© 2013 ResponsiveAds
@ResponsiveAds
> 80% of Path to Purchase
Decisions on Multiple Screens
© 2013 ResponsiveAds
@ResponsiveAds
No Matter what Multi-Screen Usage Case
© 2013 ResponsiveAds
@ResponsiveAds
is there a silver bullet
for advertising,
Publishers can embrace?
© 2013 ResponsiveAds
@ResponsiveAds
Contents Weathering the Storm
− “Winds of Media Change” Getting blown both ways
− 2010“Lightning Strikes” Internet Reboot- Responsive Web
− 2013 “Eye of the Storm” Solving with Responsive Ads
− Calmness After Monetizing like its Native Again
− Lets Make One…Ad
© 2013 ResponsiveAds
@ResponsiveAds
Multi-Screen Solutions
STRETCH Ads
Responsive Creatives
SWAP Ads
Multiple Creatives
STRETCH + SWAP (combination/custom)
FREE E-Book
© 2013 ResponsiveAds
@ResponsiveAds
SWAP Turning-on-and-off Different Creatives
• Multiple Ads/ Creatives • Separate Ad Serving
© 2013 ResponsiveAds
@ResponsiveAds
“SWAP” Retrofitting Solution
© 2013 ResponsiveAds
@ResponsiveAds
But did we solve the
Problem?
© 2013 ResponsiveAds
@ResponsiveAds
Quagmire of Creative Sizes “Ad Ops pulled every which way?”
© 2013 ResponsiveAds
@ResponsiveAds
Kim Siler ( Brand Manager)
Asked Why Coke does not have
Mobile Strategies for all Brands? 10/ 2012
“ I'm going to be very frank with you, and just tell you, coz this
[expletive] is hard. Sorry!“ She got a laugh from the audience,
Coke has more than 60 brands, in 209 markets, and it
operates in about 50 languages.
So 60 x 209 x 50 = 627,000 web sites that need Just mobile
Read more: http://www.businessinsider.com/cokes-mobile-ad-chief-uses-the-s-word-2012-
10#ixzz2AtQ5KdCX
© 2013 ResponsiveAds
@ResponsiveAds
Right Ad, Right Context
Content the User wants…
© 2013 ResponsiveAds
@ResponsiveAds
Real-Time Real-World
… Simplify
Real-Connection
Mobile Tablet Desktop
© 2013 ResponsiveAds
@ResponsiveAds
STRETCH
One-Ad-Fits-All Adapts to the Situation
• HTML5 Creative
• Build Once • Real-Time Editing
• Dynamic Rich-media • Optimized Quality
• Existing Ad Serving
© 2013 ResponsiveAds
@ResponsiveAds
Imagine One-Ad, Fits-All
© 2013 ResponsiveAds
@ResponsiveAds
“IAB Standards” SCALE
© 2013 ResponsiveAds
@ResponsiveAds
“Native Advertising” Beauty
© 2013 ResponsiveAds
@ResponsiveAds
“Full-Skins” Brand Impact
© 2013 ResponsiveAds
@ResponsiveAds
“Expandables” Creative Canvas
© 2013 ResponsiveAds
@ResponsiveAds
… So when that moment comes
Dynamic Content
One-Ad-Everywhere, Real-Time
© 2013 ResponsiveAds
@ResponsiveAds
Contents Weathering the Storm
− “Winds of Media Change” Getting blown both ways
− 2010“Lightning Strikes” Internet Reboot- Responsive Web
− 2013 “Eye of the Storm” Solving with Responsive Ads
− Moment of Calmness Simply
Monetizing with Results
− Lets Make One…Ad
© 2013 ResponsiveAds
@ResponsiveAds
Responsive vs. Digital Industry CTR 4X
© 2013 ResponsiveAds
@ResponsiveAds
Responsive Ads Mobile vs. Site 2~3X
© 2013 ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds
@ResponsiveAds
Tablet Engagement 2~3.5X
© 2013 ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds
@ResponsiveAds
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
© 2013 ResponsiveAds
@ResponsiveAds
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 …
© 2013 ResponsiveAds
@ResponsiveAds
“ Bundled Sales” From Channel to Audience
© 2013 ResponsiveAds
@ResponsiveAds
Digital Sell as package?
© 2013 ResponsiveAds
@ResponsiveAds
Contents Weathering the Storm
− “Winds of Media Change” Getting blown both ways
− 2010“Lightning Strikes” Internet Reboot- Responsive Web
− 2013 “Eye of the Storm” Solving with Responsive Ads
− Moment of Calmness Simply
Monetizing with Results
− Lets Make One…Ad
© 2013 ResponsiveAds
@ResponsiveAds
“Magazine” Otavamedia
© 2013 ResponsiveAds
@ResponsiveAds
"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.
© 2013 ResponsiveAds
@ResponsiveAds
Weather the Storm… on Top!
− Solid foundation
− Simpler Processes
− Mobile Revenue
− Easier to Sell