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Adobe Flash And Advertisement

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Review of the current text based advertisement market and the challanges it encounters in mobile and TV based Internet. …

Review of the current text based advertisement market and the challanges it encounters in mobile and TV based Internet.
Adobe answer to those challanges

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  • Creates privacy concerns
  • Better Targeting Not just age/gender groups All Around 360 Degrees On mobile, Web & TV One medium compliments the other View on TV / Mobile Purchase on web Optimize ROI Require statistics
  • Per JP Morgan report (11/2008): 2009 RPS = $36.71 2009 RPM = $1.06
  • Per JP Morgan (11/2008) & NetCraft (2/2009): 2004 PV’s/website/yr = ~200k 2008 PV’s/website/yr = ~95k
  • Transcript

    • 1.  
    • 2.
      • We’ll start with Incentives
        • Why is that important?
      • Leave the agenda !
    • 3.
      • Last week two Israeli companies were selected to present at the world Innovation forum (out of 26)
      • Teva? Partner? Shtraus
      • In Bio-technology ? Nano- Technology? Solar Power?
      • Congratulations to
    • 4.
      • The text based advertisement world
      • M&A in “Standard Ad world”
      • New marketing trends
      • Flash Trends
      • Analytics as the key
      • New Video advertisement trends
    • 5.
      • Effective Advertisement goes beyond selling a product:
        • Connect you with your audience
        • Makes lots of $$$$$
        • Make you the president of the USA
        • And much more….
    • 6.  
    • 7.
      • How it works?
    • 8.  
    • 9. Advertisers Publishers Ad networks Media buying agency Ad agency Big internet companies Behavioral targeting companies
    • 10.
      • Advertisers
        • Need: Wants to convey a message
        • Coca-Cola, Nike
      • Publishers
        • Need: Revenues from digital assets
      • Agencies
      • Technology Vendors
        • Need: tame technology to improve advertisement by behavioral targeting, better ads, ad optimization
      • You !
    • 11.
      • Demand Side
      Advertiser Campaign Banner Supply-side Publisher Website Zone How to Link?
    • 12.
      • Quicksoft wants to post ad about Flash products in relevant sites(Yossi’s blog)
        • Advertiser – Quicksoft (AdWords)
        • Publisher – Yossi’s Blog (AdSense)
        • Ad-network Google
    • 13.
      • WPP - 24/7
      • Google – DoubleClick – 3B$
      • Microsoft- aQuantive 6B$
      • Yahoo – Overture 1.6B
      • AOL – Quigo 300M$
    • 14.
      • There are three types of online advertising networks:
        • Representative Networks
        • Blind Networks
        • Targeted Networks
    • 15.
      • They represent the publications in their portfolio, with full transparency for the advertiser about where their ads will run.
      • They typically promote high quality traffic at market prices and are heavily used by brand marketers. The economic model is generally revenue share.
      • Example: Quigo
    • 16.
      • These companies offer low pricing to direct marketers in exchange for those marketers relinquishing control over where their ads will run
      • Blind networks achieve their low pricing through large bulk buys of typically remnant inventory combined with campaign optimization and ad targeting technology.
    • 17.
      • Sometimes called “next generation” or “2.0” ad networks, these focus on specific targeting technologies such as behavioral or contextual
      • Targeted networks specialize in using consumer click stream data to enhance the value of the inventory they purchase
    • 18.
      • Behavioral Targeting
      • Using a profile of prior behavior on the part of the viewer to determine which ad to show during a given visit. For example, targeting car ads on a portal to a viewer that was known to have visited the automotive section of a general media site.
      • Example : Tacoda & BlueLithium
    • 19.  
    • 20.
      • The advertising network serves advertisements from its ad server, which responds to a site once a page is called.
      • A snippet of code is called from the ad server, that represents the advertising banner.
      • In most cases, ad networks deliver their content through the use of a central ad server
    • 21.  
    • 22.
      • Free
        • Start using before you get rich
      • Feature rich
        • Carry on using us as you get more sophisticated
      • Customizable
        • OpenX fits to your business – not the other way round
        • Adaptable solution for a changing industry
      • Independent
        • Not a publisher: not a competitor
        • Unwise to rely on a single provider / ad network / ad server / analytics / complete platform (Google / Yahoo)?
    • 23.
      • What can we learn?
    • 24.
      • Campaign all around
      • Social networks API are fragmented
      • Statistic interfaces are proprietary per network
    • 25.
      • Advertisement is not one-way (watch only)
      • Effective advertisement is two way with call-to-action
      • =Twitter
    • 26.
      • Mobile market is fragmented with a variety of operating systems and phone types:
        • Symbian
        • Blackberry
        • iPhone
      • Currently the only solution is create different application for each device
    • 27.
      • Advertisement should be:
        • Cross Social-Network
        • Cross Platform (Web, TV, Mobile)
        • Measure, Analyze and Optimize
      • Can you do it with 0.5B$ budget?
    • 28.  
    • 29. Dynamic Content Media Rich Content Personalized web Mobile Web Social Networks Widgets Meshups
    • 30. ROI 360 Degrees Triple Screen Targeting Personalization Unified Measurement- Analytics techniques Social Advertisement Two way Advertisement
    • 31.  
    • 32.  
    • 33.
      • ROI - Return on Investment
      • How much to spend?
      • On which channel?
      • Which tools?
      • Which advertisement / application is more effective?
      • On which market segment?
      • The key to understanding ROI is analytics
    • 34.
      • Google Buys Ad-Mob for 700M$
    • 35.
      • Go beyond Text ads
      • Customize Ads view (not just ad text) based on viewer
      • Requires interfacing / knowledge with:
        • behavioral targeting
        • Understanding in Flash creation
    • 36.  
    • 37.  
    • 38. Consumer Activity Economic Value $55.1B Globally in 2009 Source : JP Morgan (11/2008) Globally in 2009 All Else All Else Search Search
    • 39. And, Advertisers struggle to reach their target customers. . .
      • Source :
      • JP Morgan (11/2008)
      • Net Craft (2/2009)
      Explosion of Supply (70% growth in impressions over last 5 yrs.) (1) Fragmentation of Supply (300%+ growth in websites over last 5 yrs.) (2) Ambiguous or invisible consumer intent Brand Association Concerns Business Model/Value Chain Complexity
    • 40.
      • Audience value increasingly important
      • Web-wide audience measurement
    • 41.
      • Basic Data (Demo, Geo, etc.)
      • Rich Data (Behavior, Transaction, etc.)
    • 42. Markets/Exchanges Ad Networks BID $5.25 Autos Kite Boarding Home Loan Local Autos Travel Cameras Local Autos Home Loan Bicycles Bicycles Travel Cameras BID $9.50 BID $1.70 BID $0.80
    • 43.
      • Targeted
      • Personalized
      • Customizable
    • 44.
      • Unified system for:
        • Rich internet advertisement creation
        • User action tracking, Analytics & Optimization
    • 45.  
    • 46.
      • Flash Mobile phone
        • Symabian phone (Flash lite 3)
      • Quick porting iPhone application (CS5)
        • No need for expensive iPhone developers
      • Flash works on most of the smartphone
    • 47.
      • Unified Experience on all screens with Adobe…
      • Working with leading mobile, embedded and PC vendors
      • Nokia & Adobe funding development projects
    • 48.
      • Adobe + Gigya
      • Flash Widget Analytics system
      • “ I look at this as Gigya's being the Intel Inside ," said Yovanno (gigya’s CEO). A layer of analytics is also built into the software to track user activity
      • While widgets are a form of advertising, " these things are not banners, they're mini-Web sites ," said Yovanno. The analytics piece " is like embedding Hitwise or Omniture into your Web site ."
    • 49.
      • In order to create a complete platform which not just generate the ad but also monitor its use and optimize it we need Analytics
      • Hence Adobe buys Omniture
    • 50.  
    • 51.
      • Pop-up
        • Pop-up blockers, very intrusive
      • Banners
      • Rich Media Ads
        • Tumri
      • Video Ads
        • Pre-Post Roll
        • Overlay
          • Lower edge of frame
          • Inside video
    • 52.
      • Flash ads
      • Customized to user and offering
      • Important – Tumri was bought by Google last week
    • 53.
      • Pre/Post Roll on VideoEgg
      Post Roll Who waits for post rolls?
    • 54.
      • Most Common Video advertisement method
      • Used by YouTube
    • 55.
      • Great user experience
      • Requires pixel level accuracy and synchronization
      • Currently done offline
      • Examples
        • Seambi
    • 56.
      • Detects non-disturbing video areas (offline)
      • Areas selection
      • Selecting the ad online based on optimization techniques
      • Improvement of bottom box technique
    • 57.  
    • 58.
      • Might be UGC based
      • Examples
        • YouTube layers
        • Asterpix
        • MediAnd
    • 59.
      • Each company provides API
      • Separate integration with each publisher
      • No unified API for video plug-ins
      • Till now….
    • 60.
      • Open Streaming Media Framework
      • Open Source Media Framework (OSMF) is an open software framework for building robust, feature rich video players and applications based on the Adobe® Flash® Platform.
    • 61.  
    • 62.
      • Live advertisement created from site materials and streams (RSS)
      • Support for flash ads
    • 63.
      • Enables interactive video advertisement
      • Overlay technology
      • Personal targeting
      • Rich Statistics
    • 64.
      • Show Innovid Video
    • 65.
      • EyeBlaster
      • MediAnd
      • PlyMedia

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