Sneak Peek: Tablet Advertising in 2011<br />Twitter Hashtag #tabletads<br />WiFi Network: Crisp Media<br />WiFi Password: ...
Sneak Peek: Tablet Advertising in 2011<br />Twitter Hashtag #tabletads<br />
Agenda<br />3:15 - 3:30 Tablet Market Overview <br />3:30 – 4:10 Ad Creation & Measurement <br />4:10 - 4:30 Serving Ads t...
Survey Says…<br />You want to learn more about:<br />Measurement<br />Current campaigns<br />Testing creative<br />How to ...
What You’ll Hear About Today<br />Tablets are not a silo – they need to be a part of the overall marketing strategy<br />W...
Market OverviewTom LimongelloVP, Marketing<br />
State of the Tablet Market<br />
The Market for Tablets is Bigger than you Think<br />
iPad<br />iPad has 95% of the Tablet Market<br />iPad apps have subscriptions enabled<br />iPad browser hasaccelerometer e...
The Tablet Divide<br />15,000,000<br />1,000,000<br />7”<br />10”<br />Motorola XOOM<br />Apple iPad / iPad 2<br />LG Omni...
Understanding Android<br />Gingerbread is for Phones <br />Android 2.3-2.4<br />Honeycomb is for Tablets <br />Android 3.0...
Android Tablets Ready to Depart<br /><ul><li>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
Advertising innovation in Android tablet apps and Android tablet browser can come as early as Q2
No discernable differences between Android and iOS device features that matter to advertisers</li></li></ul><li>HP and RIM...
WebOS means HTML5 support
Playbook launches in Q2
Playbook app platforms (Java, WebWorks) will be ORMMA compliant = HTML ads will work
Flash will work in apps and browser</li></li></ul><li>When a phone and a laptop get together…<br /><ul><li>No Keyboard mea...
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</li></ul>+<br />=<br />
Front-facing cameras on iPad 2 & Android means you can upload photos & videos<br />
Creative Agencies<br />
Questions?<br />
Ad Creation & MeasurementAndy SullivanSVP, Client Services & Ad Ops<br />
Executing Tablet Campaigns<br />Planning your buy<br />Choosing your platforms<br />Designing your ad<br />Building your a...
Planning Your Buy<br />Single Publisher Sponsorship<br />More customization<br />Multiple ad units<br />Easier trafficking...
Choosing Your Platform<br />Tablet browser<br />Run a single ad unit across multiple sites - HTML 5<br />Website compatibi...
Designing Your Ad<br />Maximize brand awareness<br /> Interactivity and exposure are key<br /> Innovative creative executi...
Designing Your Ad<br />Some things to keep in mind when designing your tablet ad:<br />Running across publishers/apps is d...
Building Your Ad<br />Various ways to work with rich media providers:<br />Raw Assets<br />Re-purposing desktop creative –...
Tracking Your Ad<br />Decide what you want to track<br />Everything!<br />Impressions and click-throughs<br />All user int...
Reporting<br />Tapped 1x<br />Tapped 2x<br />Tapped, video played to 74%<br />No interactions<br />
Questions?<br />
Serving Ads to TabletsXavier FaconCTO<br />
Overview: Best Practices for publishers<br />Integrate tablets and smart phones, apps and web into the same digital ad ser...
Ad Serving<br />Can one ad server manage rich media campaigns for tablet apps, smartphone apps and web sites at the same t...
Managing ad creatives<br />How do appropriate ad formats (ad sizes) get served correctly?<br /><ul><li>Ad units can have a...
Based on the device, zone and content, the rich media platform can select from different variants</li></li></ul><li>Managi...
growing adoption of this standard is removing the fragmentation for mobile rich media campaigns<br />ORMMA Level I<br />OR...
How to Get Involved with ORMMA<br />Email info@ormma.org<br />Visit www.ormma.org or http://blog.ormma.org<br />Join the I...
Some other companies involved with ORMMA <br />
Questions?<br />
Crisp Media<br />Tom Foran<br />CRO<br />
Crisp – Partner to Publishers and Agencies<br /><ul><li>Crisp is the leading mobile rich media company
Crisp does not sell inventory
Crisp works with agencies to ensure every campaign can run across smartphones and tablets</li></li></ul><li>It’s not a mob...
Crisp ads are certified to run on the majority of high traffic mobile publisher properties
Direct publishers
Ad networks
Unified, detailed engagement reporting
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Tablet Advertising for 2011

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Crisp Media presents a Sneak Peek at Tablet Advertising for 2011. This presentation covers a market outlook, examples of real campaigns, best practices in ad design and tracking, tablet ad serving, and tablet ad formats.

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  • 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
  • Note, the campaign idea we showed in the last slide is to make the point that there is now photo and video uploading technology available across desktop web, tablets and mobile phones (iPhone 4 and newer androids). This is not to say that we think this is what you need to do on your next campaign. We think that 2011 will be a revolutionary time when Creative Agencies come back to the table, or more specifically the tablet, to make their mark. And we support the Creative Agencies’ role in driving the thinking for mobile advertising. We are only here to support that process.
  • Reporting the deepest metrics of granular behavior is not just for funThe types of interactivity you get on tablets moves beyond what we’re used to, since now the user has an easy time hitting the target with their fingers rather
  • Ad experiences do not have to live on the page or between pages at all, they can appear and disappear as part of an animationIt is said that digital advertising lacks the emotion of TV, and there needs to be a way to bridge the gap between the 30s spot and digital advertising. On digital devices the 30s spot just isn’t immersive enough. In fact animation, which can include a curated video, can take users through a linear progression of advertising that can successfully interrupt digital content and moreover can more clearly telegraph calls to action for social sharing or commerce by showing how a user can interact with the device
  • Tablet Advertising for 2011

    1. 1. Sneak Peek: Tablet Advertising in 2011<br />Twitter Hashtag #tabletads<br />WiFi Network: Crisp Media<br />WiFi Password: Crisp Media<br />
    2. 2. Sneak Peek: Tablet Advertising in 2011<br />Twitter Hashtag #tabletads<br />
    3. 3. Agenda<br />3:15 - 3:30 Tablet Market Overview <br />3:30 – 4:10 Ad Creation & Measurement <br />4:10 - 4:30 Serving Ads to Tablets<br />4:30 – 4:45 Crisp Overview <br />4:45 – 5:00 Q&A<br />5:00 – 6:00 Drinks<br />
    4. 4. Survey Says…<br />You want to learn more about:<br />Measurement<br />Current campaigns<br />Testing creative<br />How to make ads work across devices<br />Best practices in ad serving & design<br />
    5. 5. What You’ll Hear About Today<br />Tablets are not a silo – they need to be a part of the overall marketing strategy<br />While iPad is where it is at today, the introduction of new Android tablets will expand the market even further<br />It is not just about apps on tablets – the amount of web traffic from browsers is growing<br />You can use HTML to create all your ads – smartphone, tablets, and desktop<br />
    6. 6. Market OverviewTom LimongelloVP, Marketing<br />
    7. 7. State of the Tablet Market<br />
    8. 8. The Market for Tablets is Bigger than you Think<br />
    9. 9. iPad<br />iPad has 95% of the Tablet Market<br />iPad apps have subscriptions enabled<br />iPad browser hasaccelerometer enabled<br />iPad 2 coming in Q2<br />160 Million iOS Devices Sold Already (1/11)<br />
    10. 10. The Tablet Divide<br />15,000,000<br />1,000,000<br />7”<br />10”<br />Motorola XOOM<br />Apple iPad / iPad 2<br />LG Omnipad<br />HP Touch<br />Samsung Galaxy Tab II<br />Toshiba Tablet<br />ZTE V11<br />Blackberry Playbook<br />Samsung Galaxy Tab II<br />HTC Flyer<br />Dell Streak<br />ZTE V9<br />Um…Steve says you can’t call yourself a tablet unless you’re 10” tall.<br />
    11. 11. Understanding Android<br />Gingerbread is for Phones <br />Android 2.3-2.4<br />Honeycomb is for Tablets <br />Android 3.0<br />Implications for Advertisers<br />In-app formats for 10” tablets are mostly full-page interstitials<br />Interstitial sizes will stay the same for Android as iPad<br />All 1,000,000+ 7” tablets will run mobile phone apps, not tablet apps<br />At the end of Q2 7” tablets might see an upgrade when Honeycomb and Gingerbread merge to form Android “Ice Cream”<br />
    12. 12. Android Tablets Ready to Depart<br /><ul><li>Android tablets coming from Acer, Asus, HTC, LG, Motorola, Samsung & Toshiba
    13. 13. There are no “cheap” Android 10” tablets, $600 is the base and many will top $800
    14. 14. Advertising innovation in Android tablet apps and Android tablet browser can come as early as Q2
    15. 15. No discernable differences between Android and iOS device features that matter to advertisers</li></li></ul><li>HP and RIM<br /><ul><li>HP TouchPad launches in June
    16. 16. WebOS means HTML5 support
    17. 17. Playbook launches in Q2
    18. 18. Playbook app platforms (Java, WebWorks) will be ORMMA compliant = HTML ads will work
    19. 19. Flash will work in apps and browser</li></li></ul><li>When a phone and a laptop get together…<br /><ul><li>No Keyboard means that large format advertising works better
    20. 20. Touchscreen offers simpler controls for interacting with and dismissing content
    21. 21. You can add touch points anywhere on an ad without fear of making it difficult for the user to interact
    22. 22. A safe, non-preroll home for the 15 or 30 second TV commercial</li></ul>+<br />=<br />
    23. 23. Front-facing cameras on iPad 2 & Android means you can upload photos & videos<br />
    24. 24. Creative Agencies<br />
    25. 25. Questions?<br />
    26. 26. Ad Creation & MeasurementAndy SullivanSVP, Client Services & Ad Ops<br />
    27. 27. Executing Tablet Campaigns<br />Planning your buy<br />Choosing your platforms<br />Designing your ad<br />Building your ad<br />Tracking your ad<br />
    28. 28. Planning Your Buy<br />Single Publisher Sponsorship<br />More customization<br />Multiple ad units<br />Easier trafficking and QA<br />Multi-Publisher Buy<br />More reach<br />One unit across publishers<br />QA and trafficking complexities<br />
    29. 29. Choosing Your Platform<br />Tablet browser<br />Run a single ad unit across multiple sites - HTML 5<br />Website compatibility less of an issue<br />IAB sizes<br />Fixed placement<br />Applications<br />App compatibility is an issue – may need multiple versions<br />Sizes and formats vary by app<br />Full page interstitials<br />In-line banners, but maybe not IAB sizes<br />Pre-loading of content<br />
    30. 30. Designing Your Ad<br />Maximize brand awareness<br /> Interactivity and exposure are key<br /> Innovative creative executions<br />Games<br />Shakable and drag-and-drop ads<br />Quizzes / Polls<br />Galleries<br />Accelerometer<br />Video<br />Data feeds<br />Roadblocks, interstitials and expandables<br />Drive direct response<br />Click-throughs and conversions are key<br />Clear and simple creative executions<br />Click-to-microsite, Data entry, Location aware<br />Creative Re-targeting<br />
    31. 31. Designing Your Ad<br />Some things to keep in mind when designing your tablet ad:<br />Running across publishers/apps is difficult<br />Different SDKs<br />Sizes vary<br />Design for both orientations<br />Locked orientation<br />Safe zone<br />Two layouts<br />Modify the ad experience<br />Ad Weight<br />Preloaded assets<br />Download upon request<br />Polite loading<br />
    32. 32. Building Your Ad<br />Various ways to work with rich media providers:<br />Raw Assets<br />Re-purposing desktop creative – Flash files or layered PSDs<br />Logos and style guides<br />Creative build: design, development, tracking and trafficking<br />Tablet-Specific Assets<br />Built to tablet specifications<br />Layered PSD files<br />Creative build: development, tracking and trafficking<br />Fully Designed HTML<br />Creative fully developed by third party<br />HTML 5, JavaScript, CSS<br />Creative build: integration, tracking and trafficking<br />
    33. 33. Tracking Your Ad<br />Decide what you want to track<br />Everything!<br />Impressions and click-throughs<br />All user interactions<br />Display and interaction time<br />Video plays and completion rate<br />Interpreting reports<br />Different metrics for different campaigns<br />Branding = interaction rate and time<br />Response = click-throughs and conversions<br />
    34. 34. Reporting<br />Tapped 1x<br />Tapped 2x<br />Tapped, video played to 74%<br />No interactions<br />
    35. 35. Questions?<br />
    36. 36. Serving Ads to TabletsXavier FaconCTO<br />
    37. 37. Overview: Best Practices for publishers<br />Integrate tablets and smart phones, apps and web into the same digital ad serving infrastructure  one report<br />Serve rich media via an external ad tag from a mobile rich media ad platform<br />Ensure apps are supporting HTML ads compliant with a standardized ad creative API<br />Provide open compatibility for ads from various rich media vendors and creative designers<br />
    38. 38. Ad Serving<br />Can one ad server manage rich media campaigns for tablet apps, smartphone apps and web sites at the same time?<br />The answer is yes. <br /><ul><li>The ad server needs support for external ad tags and some device targeting. </li></li></ul><li>Ad Serving<br />Can the same campaign ad creatives get served in apps, in a web browser and before video content?<br />The answer is yes. <br /><ul><li>HTML / CSS based ads can do that </li></li></ul><li>Ad Serving<br />Can one ad server serve rich media ad units from different rich media vendors?<br />The answer is yes. <br /><ul><li>Just like desktop ad serving. The rich media vendor makes the ads compatible with common ad serving infrastructure.</li></li></ul><li>Overview: Best Practices for advertisers<br />Use interactive rich media ads that comply with the open creative API standard<br />Generate different ad creative variants depending on internet bandwidth circumstances (3G, 4G, WiFi), or require pre-loading of the ad content <br />Let ad designers create tablet and mobile ad creative in HTML5<br />
    39. 39. Managing ad creatives<br />How do appropriate ad formats (ad sizes) get served correctly?<br /><ul><li>Ad units can have a smaller interactive safe zone and a larger than necessary background.
    40. 40. Based on the device, zone and content, the rich media platform can select from different variants</li></li></ul><li>Managing ad creatives<br />How do you manage rich media ad creatives for multi-publisher campaigns?<br /><ul><li>The easiest approach is to work with ads that have the standard rich media creative API implemented.</li></li></ul><li>Managing ad creatives<br />Introduction to the <br />standard Mobile Rich Media ad creative API.<br />
    41. 41. growing adoption of this standard is removing the fragmentation for mobile rich media campaigns<br />ORMMA Level I<br />ORMMA Level II<br />ORMMA Level III<br />Add Webview<br />(So ads can expand and have multiple interactions)<br />Enable Native Features<br />(So you can let users shake your ads)<br />Pre-Loading and caching<br />(So you can make ads really big without ruining the experience)<br />
    42. 42. How to Get Involved with ORMMA<br />Email info@ormma.org<br />Visit www.ormma.org or http://blog.ormma.org<br />Join the IAB mobile rich media working group<br />Work with the companies who are already involved with ORMMA.<br />
    43. 43. Some other companies involved with ORMMA <br />
    44. 44. Questions?<br />
    45. 45. Crisp Media<br />Tom Foran<br />CRO<br />
    46. 46. Crisp – Partner to Publishers and Agencies<br /><ul><li>Crisp is the leading mobile rich media company
    47. 47. Crisp does not sell inventory
    48. 48. Crisp works with agencies to ensure every campaign can run across smartphones and tablets</li></li></ul><li>It’s not a mobile campaign or a desktop campaign…it’s a campaign!<br /><ul><li>Crisp takes existing agency creative and makes it mobile ready – smartphones and tablets, web and apps
    49. 49. Crisp ads are certified to run on the majority of high traffic mobile publisher properties
    50. 50. Direct publishers
    51. 51. Ad networks
    52. 52. Unified, detailed engagement reporting
    53. 53. Video plays, expansions, panel interactions, display/dwell time (beta)</li></li></ul><li>How an agency works with Crisp<br /><ul><li>Agency provides desktop creative
    54. 54. Crisp creates mobile-appropriate execution
    55. 55. Crisp delivers at scale across publishers and ad networks of agency’s choosing
    56. 56. Crisp provides detailed, real-time report to agency and publishers</li></li></ul><li>Free mock-ups for publishers<br />82<br />http://dori.to/a2V<br /> Just voted <br />for best Doritos commercial <br />Tap to watch & vote on videos<br />
    57. 57. Cross-Platform Post-Click Engagement Reporting<br /><ul><li>Real-time, detailed engagement reporting
    58. 58. Interaction Time is a key Crisp metric
    59. 59. Other metrics include clicks, CTR, panel interactions, video plays, phone calls, conversions, custom event tracking
    60. 60. Crisp allows agencies to track the entire buy in a single report</li></li></ul><li>Broad Distribution for Crisp Ads<br />700+ Certified Sites & Apps<br />Partners<br />
    61. 61. Sample Crisp Advertisers<br />
    62. 62. Sample Crisp Advertisers<br />
    63. 63. Summarizing Today’s Themes<br /><ul><li>iPad-centric world today; Android tablets emerging
    64. 64. Mobile Display = Rich Media
    65. 65. Create ads using HTML and follow emerging standards (e.g. ORMMA)
    66. 66. Make mobile a part of every campaign
    67. 67. Demand the same level of analytics you get on desktop</li></li></ul><li>Questions?<br />
    68. 68. Contact Info<br />sales@crispmedia.com<br />info@ormma.org<br />

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