Ads - annoyance, engagement or extinction

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A presentation I gave at the World Telemedia Summit in Amsterdam on the future of advertising. In it, I look at why mobile ads have frequently failed and take a look at some of the formats which could drive future success. If you have any questions or you'd like to know any more about any of the slides or topics, don't hesitate to get in touch.

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Ads - annoyance, engagement or extinction

  1. 1. Ads: annoyance? engagement? ex0nc0on? @eamonncarey @mhpc
  2. 2. Before  we  start  -­‐  some  reality 2
  3. 3. How  much  does  a  user  cost?   Source  -­‐  Fiksu  indexes 3
  4. 4. eCPM  rates  are  catastrophically  low 4
  5. 5. In-­‐app  ads Source  -­‐  PlacePlay 5
  6. 6. Why? 6
  7. 7. 7
  8. 8. For  example... 8
  9. 9. BeNer?   9
  10. 10. But  wait  there’s  more... 10
  11. 11. The  elephant  in  the  room source:  trademob 11
  12. 12. The  element  of  fraud 12
  13. 13. The  annoyance  factor 13
  14. 14. Gah!   14
  15. 15. The  future 15
  16. 16. WhatsApp 16
  17. 17. The  compe00on 17
  18. 18. Their  ethos 18
  19. 19. How  are  they  making  money?   19
  20. 20. Have  we  reached  peak  adver0sing? 20
  21. 21. What??? 78%  -­‐>  0.02% 21
  22. 22. Not  yet... 22
  23. 23. People  don’t  hate  ads.  They  hate  bad  ads The  best  ads  are  ones  that  don’t  feel  like  ads 23
  24. 24. More  na0ve  formats 24
  25. 25. Partnerships 25
  26. 26. More  engaging  ways  to  connect 26
  27. 27. Sponsorship 27
  28. 28. The  future  of  adver0sing  belongs  to  those   who  engage,  not  those  who  annoy.   28
  29. 29. Thanks @eamonncarey eamonn.carey@mhpc.com 29

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