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DoubleRecall, A new form of brand advertising @ Y Combinator's Ad Innovation Conference
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DoubleRecall, A new form of brand advertising @ Y Combinator's Ad Innovation Conference

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Title: "A new form of brand advertising"

Title: "A new form of brand advertising"

Presenation by DoubleRecall

Held on September 14, 2011 @ Y Combinator's Ad Innovation Conference

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    DoubleRecall, A new form of brand advertising @ Y Combinator's Ad Innovation Conference DoubleRecall, A new form of brand advertising @ Y Combinator's Ad Innovation Conference Presentation Transcript

    • Ad innovation conference
    • A new form of brand advertising 2009 US 2009 US Measured media spend Online media spend $147B $24B $ 91B Brand 6% $6B Direct response $ 55B 33% $18B Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners, LLC and DMA oubleRecallToday, brand advertising represents around 2/3 of traditional advertising.But online brand advertising only 6%.
    • A new form of brand advertising 60% What brand marketers want 40% 20% What brand marketers get 0% Brand Likelihood to Conversion Message Time spent awareness recommend rates Click through association on page View through Purchase Unique Ad impression Interaction Engagement intent Favorability Recall visitors views rate time oubleRecallThatʼs because existing ad networks are optimized for direct response advertising and not brand advertising.No metrics like brand awareness, likelihood to recommend or favorability are mentioned nor used.
    • A new form of brand advertising Banner blindness 0% message recall 16% brand recall 0.1% CTR oubleRecallBecause existing ad networks donʼt have appropriate tools and ad formats brands get : 0% message recall, only 16% brandrecall and an appalling 0.1% CTR.
    • A new form of brand advertising Publishers struggle to monetize Pay-walls monetize only 5% oubleRecallOn the other side online publishers are struggling to monetize their content.With pay-walls they can monetize only up to 5% of their users. There is no smart solutions for publishers to do brandadvertising on their online sites which is an issue as brand advertising accounts for up to 75% of their revenue on the printingside.
    • A new form of brand advertising A new form of brand advertising for the web and mobile oubleRecallThats why we created new form of brand advertising for the web and mobile.DoubleRecall is a product that requires users to read the ad and then prove that theyʼve read it.
    • A new form of brand advertising AdSense for brands Low cost Automated Social oubleRecallWe are building an AdSense for brands.We have:• brand advertising statistics• comprehensive targetingand whatʼs most important• social ad with user engagement
    • A new form of brand advertising oubleRecallWe also have a real-time dashboard to easily manage relationships between marketers, creative agencies and publishers.Dashboard offers emotional insights to the ad campaigns.You can selectively amplify these emotions and re-inject them back into social networks.
    • A new form of brand advertising We’re looking for 5 beta partners founders @ doublerecall.com oubleRecallIn the next three months we will take on board 5 agencies which will have early insight into our dashboard, a chance tomonitor all metrics and influence our product design. Weʼre looking forward to working with you.