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WAN-IFRA April 2013 ResponsiveAds Prez

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This is a presentation made during the WAN-IFRA Event in London on April 15~17 2013 Digital Media Europe ( #DME13) …

This is a presentation made during the WAN-IFRA Event in London on April 15~17 2013 Digital Media Europe ( #DME13)

We talk about the opportunities for publishers around embracing Responsive Web Design and the unique advertising monetization techniques around them. The presentation includes examples and different thoughts around the convergence of media for publishers

Published in: Technology, Business
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  • 1. 2013, Eye of the Storm Moment Getting a Responsive Advertising Strategy by Matthew Snyder, CEO, ResponsiveAds @ResponsiveAds © 2013 ResponsiveAds
  • 2. 17 Years in a Mobile12 Years Nokia- Director of Strategy10 Years in Mobile Advertising5 Years running Cross-Screen Agency ( ADObjects, Inc & MXM Events )2 Years RWD (ResponsiveAds Jan 2012) @ResponsiveAds © 2013 ResponsiveAds
  • 3. Simplify the creative process giving publishers w/ad sales the BEST multi-screen fill, quality and revenueEquivalency of Mobile to Desktop eCPM’s @ResponsiveAds © 2013 ResponsiveAds
  • 4. 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 @ResponsiveAds © 2013 ResponsiveAds
  • 5. 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 @ResponsiveAds © 2013 ResponsiveAds
  • 6. @ResponsiveAds © 2013 ResponsiveAds
  • 7. The Traditional The New Media Business Business @ResponsiveAds © 2013 ResponsiveAds
  • 8. Web Site Mobile Web Site @ResponsiveAds © 2013 ResponsiveAds
  • 9. DIRECT Sales RTB PROGRAMMATIC @ResponsiveAds © 2013 ResponsiveAds
  • 10. COOKIES CREME ( CRM)(Ad Targeting) ( Paid Content / Subscription) @ResponsiveAds © 2013 ResponsiveAds
  • 11. Yin & Yang “Pull”Mobile Web/HTML5 Native App FREE ( Own) PAID NATIONAL LOCAL Standard Ads Native Ads CPM PPC CTR Viewability SSP DSP … … @ResponsiveAds © 2013 ResponsiveAds
  • 12. However…Just when you thought Strategy Balanced? @ResponsiveAds © 2013 ResponsiveAds
  • 13. 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 @ResponsiveAds © 2013 ResponsiveAds
  • 14. @ResponsiveAds © 2013 ResponsiveAds
  • 15. Overnight…Now Juggling Strategy of Three Mobile TabletDesktop @ResponsiveAds © 2013 ResponsiveAds
  • 16. Stable, Balanced Growth Strategy Overall Digital Mobile Desktop Tablet @ResponsiveAds © 2013 ResponsiveAds
  • 17. Just Android~30 Screen SizesBetween2.8”….. 10.1” @ResponsiveAds © 2013 ResponsiveAds
  • 18. How Consumers became aware of Products and Services @ResponsiveAds © 2013 ResponsiveAds
  • 19. …and new screens are coming Play Golf in Scottsdale 50% off Newspaper offers @ResponsiveAds © 2013 ResponsiveAds
  • 20. So-Lo-Mo “Consumers Life Lens Began”Social Local Mobile @ResponsiveAds © 2013 ResponsiveAds
  • 21. P-O-E-TRY of a Converged Strategy (POEM) OWNED mediaPAIDmedia EARNED media @ResponsiveAds © 2013 ResponsiveAds
  • 22. Funnel now an Hour Glass Top Awareness Consideration Intent Bottom Purchase(middle) Support LoyaltyBottom Advocacy @ResponsiveAds © 2013 ResponsiveAds
  • 23. Does not need to be?Threatening . Costly . Fragmented @ResponsiveAds © 2013 ResponsiveAds
  • 24. Also, In 2010Raining in from Design Community The One-Web Solution “Responsive Web Design” @ResponsiveAds © 2013 ResponsiveAds
  • 25. Responsive Web DesignHTML5. Mediaqueries. CSS3. Fluid Design 1 3 2 @ResponsiveAds © 2013 ResponsiveAds
  • 26. Today… Lets sailResponsive …together CMSoffers CRMClarity of CommonDirection Cloud ConvergenceFor all Control CostsScreens Compatibility Connected @ResponsiveAds © 2013 ResponsiveAds
  • 27. By Nov 2014Nov 2012Could be “10X”Responsive “5X”Mobile DesignMobile App Design @ResponsiveAds © 2013 ResponsiveAds
  • 28. 2013 “ The Year of Responsive Design” @ResponsiveAds © 2013 ResponsiveAds
  • 29. …GREAT NEWS, now embraced heavily Newspaper, News & Media Industry @ResponsiveAds © 2013 ResponsiveAds
  • 30. 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? @ResponsiveAds © 2013 ResponsiveAds
  • 31. @ResponsiveAds © 2013 ResponsiveAds
  • 32. ….Time spent onmobile is greater Magazines & Newspapers Combined! @ResponsiveAds © 2013 ResponsiveAds
  • 33. ….Time spent onBymobile is greater 2014 Mobile Trafficwill exceed Desktop… Magazines & Newspapers Combined! @ResponsiveAds © 2013 ResponsiveAds
  • 34. Usage and Frequency@ResponsiveAds © 2013 ResponsiveAds
  • 35. This Shift Isnt Changing more screens are coming… …users are multi- tasking, and Screen-Shifting@ResponsiveAds © 2013 ResponsiveAds
  • 36. > 80% of Path to PurchaseDecisions on Multiple Screens@ResponsiveAds © 2013 ResponsiveAds
  • 37. No Matter what Multi-Screen Usage Case @ResponsiveAds © 2013 ResponsiveAds
  • 38. is there a silver bullet for advertising,Publishers can embrace? @ResponsiveAds © 2013 ResponsiveAds
  • 39. 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 @ResponsiveAds © 2013 ResponsiveAds
  • 40. Multi-Screen SolutionsSTRETCH SWAP Ads AdsResponsive Multiple Creatives Creatives FREE E-Book STRETCH + SWAP (combination/custom) @ResponsiveAds © 2013 ResponsiveAds
  • 41. SWAP Turning-on-and-off Different Creatives• Multiple Ads/ Creatives• Separate Ad Serving @ResponsiveAds © 2013 ResponsiveAds
  • 42. “SWAP” Retrofitting Solution @ResponsiveAds © 2013 ResponsiveAds
  • 43. But did we solve theProblem? @ResponsiveAds © 2013 ResponsiveAds
  • 44. Quagmire of Creative Sizes“Ad Ops pulled every which way?” @ResponsiveAds © 2013 ResponsiveAds
  • 45. Kim Siler ( Brand Manager)Asked Why Coke does not haveMobile Strategies for all Brands? 10/ 2012“ Im 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 itoperates in about 50 languages.So 60 x 209 x 50 = 627,000 web sites that need Just mobileRead more: http://www.businessinsider.com/cokes-mobile-ad-chief-uses-the-s-word-2012-10#ixzz2AtQ5KdCX @ResponsiveAds © 2013 ResponsiveAds
  • 46. Right Ad, Right ContextContent the User wants… @ResponsiveAds © 2013 ResponsiveAds
  • 47. … Simplify Real-Time Real-WorldMobile Tablet Desktop Real-Connection @ResponsiveAds © 2013 ResponsiveAds
  • 48. STRETCH One-Ad-Fits-All Adapts to the Situation • HTML5 Creative • Build Once • Real-Time Editing • Dynamic Rich-media • Optimized Quality • Existing Ad Serving@ResponsiveAds © 2013 ResponsiveAds
  • 49. Imagine One-Ad, Fits-All @ResponsiveAds © 2013 ResponsiveAds
  • 50. “IAB Standards” SCALE @ResponsiveAds © 2013 ResponsiveAds
  • 51. “Native Advertising” Beauty @ResponsiveAds © 2013 ResponsiveAds
  • 52. “Full-Skins” Brand Impact @ResponsiveAds © 2013 ResponsiveAds
  • 53. “Expandables” Creative Canvas @ResponsiveAds © 2013 ResponsiveAds
  • 54. … So when that moment comes Dynamic ContentOne-Ad-Everywhere, Real-Time @ResponsiveAds © 2013 ResponsiveAds
  • 55. 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 @ResponsiveAds © 2013 ResponsiveAds
  • 56. Responsive vs. Digital Industry CTR 4X @ResponsiveAds © 2013 ResponsiveAds
  • 57. Responsive Ads Mobile vs. Site 2~3X @ResponsiveAds © 2013 ResponsiveAds
  • 58. @ResponsiveAds © 2013 ResponsiveAds
  • 59. Tablet Engagement 2~3.5X @ResponsiveAds © 2013 ResponsiveAds
  • 60. @ResponsiveAds © 2013 ResponsiveAds
  • 61. Benefits of Bundled MediaIn a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The Benefitsof 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.” @ResponsiveAds © 2013 ResponsiveAds
  • 62. Benefits of Bundled MediaIn a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The Benefitsof  To“ date Research stated that… Bundles Pivotal mobile ad networks…Benefited “ To date, mobile ad networks, most prominently including Millennial Media have been  Facebook…Google…able to blur the lines among the primary beneficiaries of the rise of mobile advertising. ….However, in the medium-term, most of the advantages which enable ad networks to of the marketers budget 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  …..Bundling or Silo-busting beginning budget by creating effective bundles of advertising inventory which cuts across devices. to occur … …..We note that such bundling (some would call it "silo-busting") is beginning to occur for other digital media.” @ResponsiveAds © 2013 ResponsiveAds
  • 63. “ Bundled Sales”From Channel to Audience @ResponsiveAds © 2013 ResponsiveAds
  • 64. DigitalSell as package? @ResponsiveAds © 2013 ResponsiveAds
  • 65. 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 @ResponsiveAds © 2013 ResponsiveAds
  • 66. “Magazine” Otavamedia @ResponsiveAds © 2013 ResponsiveAds
  • 67. "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. @ResponsiveAds © 2013 ResponsiveAds
  • 68. − Solid foundation− Simpler Processes− Mobile Revenue− Easier to Sell Weather the Storm… on Top! @ResponsiveAds © 2013 ResponsiveAds
  • 69. Thank Youmatt@responsiveads.com @ResponsiveAds © 2013 ResponsiveAds

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