The Display Ad of the Future:
It’s All About You
Tim Mayer
Chief Marketing Officer
Trueffect
3/10/2014Trueffect
1
Trueffect Inc. Confidential. 2014© All Rights Reserved
What do these three people
have in common?
3/10/2014Trueffect
2
F. ...
Trueffect Inc. Confidential. 2014© All Rights Reserved
The Move Towards Relevance
3/10/2014Trueffect
3
and Away from Reson...
Storytelling
Resonance & Relevance
4
Trueffect3/10/2014
Trueffect Inc. Confidential. 2014© All Rights Reserved
Storytelling with Resonance
3/10/2014Trueffect
5
Trueffect Inc. Confidential. 2014© All Rights Reserved
Data Versus Brand Marketers
3/10/2014Trueffect
6
Trueffect Inc. Confidential. 2014© All Rights Reserved
Traditional Measurement by
Channel
3/10/2014Trueffect
7
Trueffect Inc. Confidential. 2014© All Rights Reserved
Ad Measurement is a Mess
3/10/2014Trueffect
8
3rd Party: U.S. Reach...
Trueffect Inc. Confidential. 2014© All Rights Reserved
Need to tell story with Data
across Channels
3/10/2014Trueffect
9
Trueffect Inc. Confidential. 2014© All Rights Reserved
Structured Versus
Unstructured Channels
3/10/2014Trueffect
10
Owned...
Trueffect Inc. Confidential. 2014© All Rights Reserved
360 Profile:
Structured and Unstructured
3/10/2014Trueffect
11
Trueffect Inc. Confidential. 2014© All Rights Reserved
The Evolution of Display
3/10/2014Trueffect
12
Trueffect Inc. Confidential. 2014© All Rights Reserved
Display buys used to be
contextual…
3/10/2014Trueffect
13
Trueffect Inc. Confidential. 2014© All Rights Reserved
Data Growing FAST!
3/10/2014Trueffect
14
• Online/offline
• CRM
• R...
Trueffect Inc. Confidential. 2014© All Rights Reserved
Now Buying Audiences
3/10/2014Trueffect
15
Trueffect Inc. Confidential. 2014© All Rights Reserved
Marketing
Funnel
Creative Targeting on Audience
Segments
3/10/2014T...
What’s Next?
3/10/2014Trueffect
17
Trueffect Inc. Confidential. 2014© All Rights Reserved
3/10/2014Trueffect
18
Location Signals: iBeacons
ALEX AND ANI
Trueffect Inc. Confidential. 2014© All Rights Reserved
Opt-in to Offers
3/10/2014Trueffect
19
Trueffect Inc. Confidential. 2014© All Rights Reserved
Viral Pull Ads
3/10/2014Trueffect
20
Thanks!
Twitter: @timmayer
3/10/2014Trueffect
21
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The Display Ad of the Future - It’s All About You by Tim Mayer of Trueffect

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Marketingland.Com Digital Summit Session #Smx #Ms4 - The Display Ad Of The Future: It’S All About You Presentation By Tim Mayer @Timmayer Of Trueffect

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http://marketingland.com/video-slideshow-display-ad-future-81865

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The Display Ad of the Future - It’s All About You by Tim Mayer of Trueffect

  1. 1. The Display Ad of the Future: It’s All About You Tim Mayer Chief Marketing Officer Trueffect 3/10/2014Trueffect 1
  2. 2. Trueffect Inc. Confidential. 2014© All Rights Reserved What do these three people have in common? 3/10/2014Trueffect 2 F. Scott Fitzgerald Salman Rushdie Joseph Heller
  3. 3. Trueffect Inc. Confidential. 2014© All Rights Reserved The Move Towards Relevance 3/10/2014Trueffect 3 and Away from Resonance…
  4. 4. Storytelling Resonance & Relevance 4 Trueffect3/10/2014
  5. 5. Trueffect Inc. Confidential. 2014© All Rights Reserved Storytelling with Resonance 3/10/2014Trueffect 5
  6. 6. Trueffect Inc. Confidential. 2014© All Rights Reserved Data Versus Brand Marketers 3/10/2014Trueffect 6
  7. 7. Trueffect Inc. Confidential. 2014© All Rights Reserved Traditional Measurement by Channel 3/10/2014Trueffect 7
  8. 8. Trueffect Inc. Confidential. 2014© All Rights Reserved Ad Measurement is a Mess 3/10/2014Trueffect 8 3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M but..
  9. 9. Trueffect Inc. Confidential. 2014© All Rights Reserved Need to tell story with Data across Channels 3/10/2014Trueffect 9
  10. 10. Trueffect Inc. Confidential. 2014© All Rights Reserved Structured Versus Unstructured Channels 3/10/2014Trueffect 10 Owned Paid Earned Landing Pages Brand Awareness Amplification Brand Experience Discovery & Intent Capture
  11. 11. Trueffect Inc. Confidential. 2014© All Rights Reserved 360 Profile: Structured and Unstructured 3/10/2014Trueffect 11
  12. 12. Trueffect Inc. Confidential. 2014© All Rights Reserved The Evolution of Display 3/10/2014Trueffect 12
  13. 13. Trueffect Inc. Confidential. 2014© All Rights Reserved Display buys used to be contextual… 3/10/2014Trueffect 13
  14. 14. Trueffect Inc. Confidential. 2014© All Rights Reserved Data Growing FAST! 3/10/2014Trueffect 14 • Online/offline • CRM • Registration • First- Party data shared among advertisers • Aggregated data • Inferred vs. declared First Party Second-Party Third-Party
  15. 15. Trueffect Inc. Confidential. 2014© All Rights Reserved Now Buying Audiences 3/10/2014Trueffect 15
  16. 16. Trueffect Inc. Confidential. 2014© All Rights Reserved Marketing Funnel Creative Targeting on Audience Segments 3/10/2014Trueffect 16 Standard Offer CTR focused creative Value and Offer based Aligned to product, location etc. Upsell/Cross- sell retention Unknown Visitor Product Interest Visitors Recent Visitors Language Lapsed Visitors Language Existing Customer/Produc t Interest
  17. 17. What’s Next? 3/10/2014Trueffect 17
  18. 18. Trueffect Inc. Confidential. 2014© All Rights Reserved 3/10/2014Trueffect 18 Location Signals: iBeacons ALEX AND ANI
  19. 19. Trueffect Inc. Confidential. 2014© All Rights Reserved Opt-in to Offers 3/10/2014Trueffect 19
  20. 20. Trueffect Inc. Confidential. 2014© All Rights Reserved Viral Pull Ads 3/10/2014Trueffect 20
  21. 21. Thanks! Twitter: @timmayer 3/10/2014Trueffect 21
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