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Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
Future of digital ads
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Future of digital ads

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Personal thoughts on the evolution of digital advertising formats in a mobile, data & content driven world.

Personal thoughts on the evolution of digital advertising formats in a mobile, data & content driven world.

Published in: Marketing, Business, Technology
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  • 1. The Future of Digital Ads Alan King 8th October 2013 alanking.org
  • 2. alanking.org 10/13 In digital media there are only two trends to worry about 1. Rush to mobile devices 2. Programmatic ad delivery
  • 3. alanking.org 10/13 “People want advertising that’s virtually indistinguishable from information” Nikesh Arora: Senior Vice President & Chief Business Officer - Google
  • 4. alanking.org 10/13 Why ‘broadly’ do people use the web? 1.To find information 2.To perform a task 3.To be entertained
  • 5. alanking.org 10/13 Perhaps the best digital advertising… 1.Is information 2.Makes the task easier 3.Is entertaining
  • 6. alanking.org 10/13 Kind of hard to do that with these
  • 7. alanking.org 10/13 Agencies and brands are worried about their ads not being seen or clicked on
  • 8. alanking.org 10/13 Two reasons the industry came up with these….
  • 9. alanking.org 10/13 But this is a shitty answer to a desktop problem
  • 10. alanking.org 10/13Gartner And the new world is mobile
  • 11. alanking.org 10/13 So these ads have been developed
  • 12. alanking.org 10/13 Which are the same shitty answers as before
  • 13. alanking.org 10/13
  • 14. alanking.org 10/13 BANNER ADS ARE NOT THE FUTURE OF DIGITAL DISPLAY ADVERTISING EVEN IF THEY EXPAND
  • 15. alanking.org 10/13 Banners were first developed for Prodigy; then the World wide web. They are C. 20 yrs. old
  • 16. alanking.org 10/13 And CTR’s have been in decline ever since HotWired CTR 1994 78% Ave banner CTR 2013 0.05%
  • 17. alanking.org 10/13 http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/# Some research suggests people aren’t looking at ads even when they are visible
  • 18. alanking.org 10/13
  • 19. alanking.org 10/13 • It’s harder than ever to get the attention of digital audiences • We live in a world where people use mobile devices to search for and access content; as we shift to a world of mobile devices, the ad experience and units we are used to on desktop will not work • In many cases we are shoehorning an 18 year old format onto a platform that didn’t exist 6 years ago • The answer is to provide the user with meaningful and important content; native to device and environment and totally based on relevance • It has to scale so the technology to hand must deliver the content programmatically • Are publishers geared up for this? Does the ad delivery tech exist? The ad business MUST evolve
  • 20. alanking.org 10/13 Cards
  • 21. alanking.org 10/13 But cards aint programmatic…..
  • 22. alanking.org 10/13 MobileProgrammatic Content marketing Smart Content Adding content to the big trends reveals the sweet spot
  • 23. alanking.org 10/13 Smart Content 1.Is information (blogs, whitepaper, educational video, podcasts) 2.Makes the task easier (branded utilities) 3.Is entertaining (video, lists, pictures, stories)
  • 24. alanking.org 10/13 "We're not really selling ads, we're promoting their (Brands’) content.“ Lee Brown: Head of sales - Tumblr

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