JOSHUA REX
Co-founder
joshua@thisisopen.com
+44 207 985 9827

GROWN UP
ONLINE
ADVERTISING

REDEFINE AD SPACE
Is drive to site dead…?

MOST DISPLAY MEDIA
FORMATS DON’T WORK
It’s really down to you to do something about it

IS IT ANY WONDER
We’ve come so far

PRINT ADS WHACKED
ONLINE
Lazy and desperate - in form, format and pricing.

MOST ADVERTISERS ARE
NOT OVERLY IMPRESSED
WITH DISPLAY MEDIA
We need to accept responsibility for this and do something

AT LEAST 2 SCHOOLS OF
THOUGHT…
Both have merits

1. CHANGE THE FORMAT

2. CHANGE THE CONTENT

CLICK THROUGH RATES
ARE NOT DEAD YET, BUT
THEY CERTAINLY SMELL
FUNNY
So if CTR is not the primary metric anymore, what should be the
industry metric to put in it’s place?

CPM CPA
CPE
HYBRIDS
GRPs CPMe

IS GROWN UP ONLINE
ADVERTISING
New formats + new pricing models?

Information Engagement Distribution SEO
=
+
+
+
Online Display Fun & Interactivity Social Media Natural Search
Media Advertising of Widgets organic distribution Optimisation
Cost per engagement pricing

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YOUR CONTENT WHERE
IT NEEDS TO BE
The places your audience are at

DELIVER A TAILORED
CONTENT EXPERIENCE
User defined content…better than behavioural targeting

CREATE ENGAGEMENT
OF THE FIRST POINT OF
CONTACT
Rich content before drive to site

OPEN NEW REVENUE
STREAMS
Premium in format advertising and sponsorship

25%
80%
Average interaction rate

1-5%
10%
Average click view rate

5+
20
Average clicks per view

1%+
25%
Average install rate

PUBLISHERS SHOULD BE
SELLING MULTI-PHASE
CONVERSATIONS
Selling impressions or an audience is not enough

ADVERTISERS SHOULD BE
CREATING FLUID, ALWAYS
RELEVANT DIALOGUES
Stories are best told across time