• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Everything you Need to Know about Tablet Advertising
 

Everything you Need to Know about Tablet Advertising

on

  • 4,523 views

Learn everything you need to know about tablet Advertising. First presented to publishers at the MPA on May 12, 2011 by Crisp Media.

Learn everything you need to know about tablet Advertising. First presented to publishers at the MPA on May 12, 2011 by Crisp Media.

Statistics

Views

Total Views
4,523
Views on SlideShare
4,216
Embed Views
307

Actions

Likes
3
Downloads
86
Comments
0

7 Embeds 307

http://www.crispmedia.com 242
http://feeds.feedburner.com 45
http://www.crispwireless.com 7
http://crispmedia.com 5
http://crisp.mobi 3
http://paper.li 3
http://noahinsider.com 2
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Discuss the widespread hysteria over tablets, RWW said that tablets are currently 95% iPad 5% everything else. CES this year launched 100+ android tabletsMany publishers have created tablet apps, mostly for iPadMany publishers have optimized their websites for HTML5 video, and some are thinking of developing tablet specific sites with touch navigation
  • Discuss the widespread hysteria over tablets, RWW said that tablets are currently 95% iPad 5% everything else. CES this year launched 100+ android tabletsMany publishers have created tablet apps, mostly for iPadMany publishers have optimized their websites for HTML5 video, and some are thinking of developing tablet specific sites with touch navigation

Everything you Need to Know about Tablet Advertising Everything you Need to Know about Tablet Advertising Presentation Transcript

  • Everything you Need to Know about Tablet Advertising
    Twitter Hashtag: #TabletAds
  • Everything You Need to Know About
    Tablet Advertising
    Twitter Hashtag #TabletAds
  • Agenda
    Introduction
    Tablet Market Overview
    Ad Creation & Measurement
    Serving Ads to Tablets
    Crisp Overview
    Q&A
  • What You’ll Hear About Today
    Tablets are not a silo – tablet inventory can be sold as part of the overall marketing strategy
    While iPad is where it is at today, the introduction of new Android tablets will expand the market even further
    It is not just about apps on tablets – the amount of web traffic from browsers is growing significantly
    HTML ads run across all platforms – smartphone, tablets, and desktop
    Standards are emerging for serving rich media ads into apps that streamline ad operations and simplify campaign management
  • Market OverviewTom LimongelloVP, Marketing
  • State of the Tablet Market
  • The Market for Tablets is Bigger than you Think
  • iPad
    iPad has 95% of the Tablet Market
    iPad apps have subscriptions enabled
    iPad browser hasaccelerometer enabled
    160 MillioniOS Devices Sold Already (1/11)
    And they are working on iPad 3
  • The Tablet Divide
    15,000,000
    1,000,000
    7”
    10”
    Motorola XOOM
    Apple iPad / iPad 2
    LG Omnipad
    HP Touch
    Samsung Galaxy Tab II
    Toshiba Tablet
    ZTE V11
    Blackberry Playbook
    Samsung Galaxy Tab II
    HTC Flyer
    Dell Streak
    ZTE V9
    Um…Steve says you can’t call yourself a tablet unless you’re 10” tall.
  • Understanding Android
    Gingerbread is for Phones
    Android 2.3-2.4
    Honeycomb is for Tablets
    Android 3.0
    Implications for Advertisers
    In-app formats for 10” tablets are mostly full-page interstitials
    Interstitial sizes will stay the same for Android as iPad
    All 1,000,000+ 7” tablets will run mobile phone apps, not tablet apps
    At the end of Q2 7” tablets might see an upgrade when Honeycomb and Gingerbread merge to form Android “Ice Cream”
  • Android Tablets Ready to Depart
    • Android tablets coming from Acer, Asus, HTC, LG, Motorola, Samsung & Toshiba
    • There are no “cheap” Android 10” tablets, $600 is the base and many will top $800
    • No discernable differences between Android and iOS device features that matter to advertisers
  • HP and RIM
    • HP TouchPad launches in June
    • WebOS means HTML5 support
    • Playbook launched in April 19th
    • Flash works in AIR apps and browser
    • Also includes WebWorksand Android apps, and are on schedule to be ORMMA compliant Q2-Q3
  • When a phone and a laptop get together…
    • No Keyboard means that large format advertising works better
    • Touchscreen offers simpler controls for interacting with and dismissing content
    • You can add touch points anywhere on an ad without fear of making it difficult for the user to interact
    • A safe, non-preroll home for the 15 or 30 second TV commercial
    +
    =
  • Road signs!
    Visual cues are required on tablets
  • Front-facing cameras on iPad 2 & Android means you can upload photos & videos
  • Questions?
  • Serving Ads to TabletsPeter KeumVP of Business Development
  • Best Practices for Publishers
    Integrate tablets and smart phones, apps and web into the same digital ad serving infrastructure  one report
    Serve rich media via an external ad tag from a mobile rich media ad platform
    Ensure apps are supporting HTML ads compliant with a standardized ad creative API
    Provide open compatibility for ads from various rich media vendors and creative designers
  • Ad Serving
    If your ad server supports 3rd party / external ad tags, a publisher can:
    Serve the same creative to apps and browsers via HTML & CSS
    Support multiple rich media vendors
    Support the ORMMA standard creative API for including native functionality in your ads
    Get a single report from tablets, smartphones and desktop ad campaigns
    Apps
    </tag>
    Browsers
  • Managing Ad Creative
    Introduction to the
    standard Mobile Rich Media ad creative API.
  • Growing adoption of the ORMMA standard is removing the fragmentation for mobile rich media campaigns
    Pre-Loading and caching
    (Make ads really big w/o ruining the experience)
    Add Webview
    (So ads can expand and have multiple interactions)
    Enable Native Features
    (So you can let users shake your ads)
  • Some Companies Involved with ORMMA
  • How to Get Involved with ORMMA
    Email info@ormma.org
    Visit www.ormma.org or http://blog.ormma.org
    Join the IAB mobile rich media working group
  • Questions?
  • Ad Creation & MeasurementTom ForanChief Revenue Officer
  • Ad Design Principles
    Maximize brand awareness for your customers
     Interactivity and exposure are key
     Innovative creative executions
    Games
    Shaking (Accelerometer)
    Quizzes, Polls & Galleries
    Video
    Data feeds
    Location
    Camera
    Convert users
    Multiple touch points
    Tap-to-Locate, Data capture,
    Creative Re-targeting
    Cool witty tweet
    Cool witty tweet
    Cool witty tweet
    Cool witty tweet
  • Ad Design Principles
    Some things your advertisers should be aware of:
    Running ads across apps/publishers can be challenging:
    Look for open standard support
    Avoid multiple SDKs
    Ad Format sizes vary
    Design for both orientations
    Locked orientation
    Safe zone
    Two layouts
    Modify the ad experience
    Ad Weight
    • Preloaded assets
    • Download upon request
    • Polite loading
  • Building Ads: Full Service or DIY
    Creative Assets
    Built to tablet specifications
    Layered PSD files
    Fully Designed HTML
    Creative fully developed by third party
    HTML 5, JavaScript, CSS
    DIY with Crisp Engage
  • Tracking Campaign Metrics
    What you can track
    Everything!
    Impressions and click-throughs
    All user interactions
    Display and interaction time
    Video plays and completion rate
    Interpreting reports
    Different metrics for different campaigns
    Branding = interaction rate and time
    Response = click-throughs and conversions
    Tapped 1x
    Tapped 2x
    Tapped, video played to 74%
    No interactions
  • Questions?
  • Crisp Overview
    Tom Foran
    Chief Revenue Officer
  • We want to leverage HTML5
    Let’s get the report in front of the client
    I need these ads to load fast
    Can we animate the creative?
    This ad needs to shake
    I need Ad Ops to sign off
    Can I use DART?
    I need to make my ads run on iPad
    How can I test my ads for Android?
    Where can I store all the assets for this campaign?
  • Crisp demystifies the tablet advertising experience
    • Crisp has run over 100 campaigns for large brand advertisers on tablets
    • Large publishers and top agencies come to Crisp to execute iPad campaigns
    • Crisp serves ads through the ad server/SDK of a publisher’s choosing, doesn’t impose its own SDK
    • Publisher controls sales of its inventory
    • Crisp can work with agencies to build out compelling tablet executions, freeing up time for Publisher Ops teams
  • How a Publisher Works with Crisp
    • Publisher tests and certifies Crisp Rich Media ads
    • Crisp partners with Publisher to provide sales and RFP support, free mock ups
    • Crisp creates mobile-appropriate execution or
    • Agency or Publisher uses Crisp Engage to build, manage, & measure HTML5 campaigns
    • Crisp provides detailed, real-time reports
  • Putting it all together
    Chevy Cruze Sponsorship
    • ESPN sells
    • Crisp builds, serves and provides reporting
    • Ad Features employed:
    • 360° Rotation
    • Video
    • Photo galleries
  • Browsers matter too…
    Tablet browser
    Applications
    Website compatibility less of an issue
    IAB sizes
    App compatibility is an issue – may need multiple versions
    VS
    In-line banners, but maybe not IAB sizes
    Run a single ad format across iPad, Android, Playbook via HTML 5
    Sizes and formats vary by app
    Can’t access native features
    Pre-loading of content
    Fixed placements
    Full page interstitials
  • Crisp Engage for DIY Ad Assembly
  • Sample Crisp Publisher Partners
    Partners
  • Sample Crisp Advertisers
    Auto
    Entertainment
    Tech
    Travel
    Finance
    Travel
    CPG
  • Summarizing Today’s Themes
    • iPad-centric world today; Android tablets emerging
    • Tablet Ads = Rich Media
    • Offer ads using HTML and follow emerging standards (e.g. ORMMA)
    • Deliver the same level of analytics you can on desktop
    • Partner with Crisp to deliver value to your advertisers and simplify ad operations
  • Questions?
  • Thank You!
    sales@crispmedia.com
    info@ormma.org