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ResponsiveAds presentation at Digital Innovators Summit 2013
- 2. Yin & Yang of Ad Media
Reboot 2010
Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds
- 3. Yin & Yang of Ad Media
Reboot 2010
ResponsiveAds
Isn’t all about Monetization
Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds
- 4. New Media Old Media
@ResponsiveAds
© 2013 ResponsiveAds
- 5. Mobile Web World Wide Web
@ResponsiveAds
© 2013 ResponsiveAds
- 6. DIRECT PROGRAMMATIC
@ResponsiveAds
© 2013 ResponsiveAds
- 7. COOKIES CREME ( CRM)
(Segment Targeting) ( User Opt-in/ Subscription)
@ResponsiveAds
© 2013 ResponsiveAds
- 8. Mobile Web/HTML5 Native App
FREE PAID
NATIONAL LOCAL
Standard Ads Native Ads
CPM PPC
CTR Viewability
SSP DSP
… …
@ResponsiveAds
© 2013 ResponsiveAds
- 11. Yin & Yang of Ad Media
Reboot 2010
Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds
- 12. Yin & Yang of Ad Media
3rd wave
Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds
- 13. What was launched in 2010 that Defined
This New Awakening?
@ResponsiveAds
© 2013 ResponsiveAds
- 15. Digital Media Strategy with three Legs?
Digital Magazine
Desktop Mobile
Tablet
@ResponsiveAds
© 2013 ResponsiveAds
- 17. POETRY of a Converged Strategy
(POEM) OWNED
PAID
EARNED
@ResponsiveAds
© 2013 ResponsiveAds
- 18. Funnel now an Hour Glass
Top Awareness
Consideration
Intent
Bottom Purchase
(middle) Support
Loyalty
Bottom Advocacy
@ResponsiveAds
© 2013 ResponsiveAds
- 19. Does not need to be?
Threatening . Costly . Fragmented
@ResponsiveAds
© 2013 ResponsiveAds
- 20. In 2010
The Movement in the Interactive
Community with the One-Web
Coined “Responsive Web Design”
@ResponsiveAds
© 2013 ResponsiveAds
- 23. Today…
Responsive CMS
CRM
offers Cookies
Clarity of Cloud
Direction Convergence
Costs
For all Compatibility
Screens Connected
@ResponsiveAds
© 2013 ResponsiveAds
- 24. Advertising- Is there a problem?
• Separate Organizations
• Different Ad Servers?
• Separate Selling?
• Different Technologies
(Flash vs. HTML5)
• Different standards?
• Different priorities?
@ResponsiveAds
© 2013 ResponsiveAds
- 26. ….Time spent on
mobile isMobile
By 2014 greater
Magazines &
Traffic will exceed
Newspapers
Desktop…
Combined!
@ResponsiveAds
© 2013 ResponsiveAds
- 28. With more
screens are
coming…
…and users are
multi-tasking
@ResponsiveAds
© 2013 ResponsiveAds
- 30. … Because
Play Golf in
Scottsdale 50% off
Google Offers
@ResponsiveAds
© 2013 ResponsiveAds
- 31. So is there a silver bullet
for advertising?
@ResponsiveAds
© 2013 ResponsiveAds
- 32. Today with 1% CTR we are happy, so why
make it so complicated
@ResponsiveAds
© 2013 ResponsiveAds
- 33. > 80% of Path to
Purchase
Decisions on Multiple
Screens
@ResponsiveAds
© 2013 ResponsiveAds
- 34. But if we can … Simplify
Real-Time Real-World
Real-Connection
@ResponsiveAds
© 2013 ResponsiveAds
- 35. Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds
- 37. Multi-Screen Solutions
STRETCH SWAP
Ads Ads
Responsive Multiple
Creatives Creatives
FREE E-Book
STRETCH + SWAP
(combination/custom)
@ResponsiveAds
© 2013 ResponsiveAds
- 40. STRETCH
One-Ad-Fits-All
Adapts to the Situation
• HTML5 Creative
• Build Once
• Dynamic Creative
• Optimized Quality
• Single Ad Serving
@ResponsiveAds
© 2013 ResponsiveAds
- 47. Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
ResponsiveAds (Real Time
Isn’t all about Monetization
Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds
- 48. Benefits of Bundled Media
In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The
Benefits of Bundles “ Pivotal Research stated that…
“ To date, mobile ad networks, most prominently including Millennial Media have been
among the primary beneficiaries of the rise of mobile advertising.
….However, in the medium-term, most of the advantages which enable ad networks
to capture a large share of the mobile advertising market are diminishing
substantially.
….Facebook and Google are uniquely able to blur the lines of marketers' budget-
setting efforts which normally consider mobile and non-mobile to be distinct
aspects of a digital budget by creating effective bundles of advertising inventory
which cuts across devices.
…..We note that such bundling (some would call it "silo-busting") is beginning to occur
for other digital media.”
@ResponsiveAds
© 2013 ResponsiveAds
- 49. Benefits of Bundled Media
In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The
BenefitsTo date mobile ad stated that…
of Bundles “ Pivotal Research networks
…Benefited most prominently including Millennial Media have been
“ To date, mobile ad networks,
among the primary beneficiaries of the rise of mobile advertising.
….However, in the medium-term, most of the advantages which enable ad networks
Facebook…Google…able to blur the
to capture a large share of the mobile advertising market are diminishing
lines of the marketers budget
substantially.
….Facebook and Google are uniquely able to blur the lines of marketers' budget-
setting efforts which normally consider mobile and non-mobile to be distinct
aspects of a digital budget by creating effective bundles of advertising inventory
…..Bundling or Silo-busting beginning
which cuts across devices.
to occur …
…..We note that such bundling (some would call it "silo-busting") is beginning to occur
for other digital media.”
@ResponsiveAds
© 2013 ResponsiveAds
- 55. "Local advertisers' get confused when we try
to sell HTML5 and mobile ads, but when they
see STRETCH - I WANT THAT"
- Jonathan Melville, Times-Herald, Newnan, Ga.
@ResponsiveAds
© 2013 ResponsiveAds
- 57. Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
ResponsiveAds
Isn’t all about Monetization
Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds
