Can Widgets Save Display Advertising?

David Ogilvy “ The more informative your advertising, the more persuasive it will be.” “ What really decides consumers to buy or not to buy is the content of your advertising.” “ I do not regard advertising as entertainment or an art form, but as a medium of information.”

Why passive ad pricing & strategies

… in a user controlled medium?

“ Performance Disconnect” What matters? matters a little – info you know about people matters A LOT – controls you give people

Adplication Demos

Adplication Performance CTR: +110% vs. Control Engage Rate: .17 (Users/Impressions) 76% Engage>Click Rate Interactions per User: 8.2 Interaction Rate: 1.35% (Interactions/Impressions)

CTR: +110% vs. Control

Engage Rate: .17 (Users/Impressions)

76% Engage>Click Rate

Interactions per User: 8.2

Interaction Rate: 1.35% (Interactions/Impressions)

Give people the ability to define their experience

FACT: Consumers Know More About What They Want Then You Ever Will!

But Why Does it Work Better? “ I do not regard advertising as entertainment or an art form, but as a medium of information .”

Search is not a channel Search is a behavior

Widgets Flip the Info Funnel Query V Intelligence V Context V Content

The Widget Web Funnel Content (location) Context (relevance) Intelligence (rules) Control (search)

Information & Content create interest & intent

Intelligent Web = Mashup blurring the lines between search, display, contextual & social

Semantic Demos

“ Happiness is not on the road to anything. Happiness is the road.” - Bob Dylan’s Grandmother