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 …

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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  • 1. The Display Ad of the Future: It’s All About You Tim Mayer Chief Marketing Officer Trueffect 3/10/2014Trueffect 1
  • 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. Trueffect Inc. Confidential. 2014© All Rights Reserved The Move Towards Relevance 3/10/2014Trueffect 3 and Away from Resonance…
  • 4. Storytelling Resonance & Relevance 4 Trueffect3/10/2014
  • 5. Trueffect Inc. Confidential. 2014© All Rights Reserved Storytelling with Resonance 3/10/2014Trueffect 5
  • 6. Trueffect Inc. Confidential. 2014© All Rights Reserved Data Versus Brand Marketers 3/10/2014Trueffect 6
  • 7. Trueffect Inc. Confidential. 2014© All Rights Reserved Traditional Measurement by Channel 3/10/2014Trueffect 7
  • 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. Trueffect Inc. Confidential. 2014© All Rights Reserved Need to tell story with Data across Channels 3/10/2014Trueffect 9
  • 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. Trueffect Inc. Confidential. 2014© All Rights Reserved 360 Profile: Structured and Unstructured 3/10/2014Trueffect 11
  • 12. Trueffect Inc. Confidential. 2014© All Rights Reserved The Evolution of Display 3/10/2014Trueffect 12
  • 13. Trueffect Inc. Confidential. 2014© All Rights Reserved Display buys used to be contextual… 3/10/2014Trueffect 13
  • 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. Trueffect Inc. Confidential. 2014© All Rights Reserved Now Buying Audiences 3/10/2014Trueffect 15
  • 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. What’s Next? 3/10/2014Trueffect 17
  • 18. Trueffect Inc. Confidential. 2014© All Rights Reserved 3/10/2014Trueffect 18 Location Signals: iBeacons ALEX AND ANI
  • 19. Trueffect Inc. Confidential. 2014© All Rights Reserved Opt-in to Offers 3/10/2014Trueffect 19
  • 20. Trueffect Inc. Confidential. 2014© All Rights Reserved Viral Pull Ads 3/10/2014Trueffect 20
  • 21. Thanks! Twitter: @timmayer 3/10/2014Trueffect 21