ResponsiveAds InternetHungary 2013

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Presentation at Internet Hungary about how the best monetize responsive web design and non-design sites via Responsive Advertising ( Bringing Native Ads, HTML5 Ads and mobile rich-media ads all together)

This presentation shows test cases, and shares deep strategic insight into how to best monetize and pivot from the dying standard banner.

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ResponsiveAds InternetHungary 2013

  1. 1. Thermal-up your Digital Business The Multi-Screen Responsive Advertising Strategy Matthew Snyder CEO, ResponsiveAds Budapest, Hungary, 10/15/2013 @ResponsiveAds © 2013 ResponsiveAds
  2. 2. 17 Years in a Mobile 12 Years Nokia- Director of Strategy 10 Years in Mobile Advertising 2.5 Years Responsive Web Design 2 Years ResponsiveAds Jan 2012 @ResponsiveAds © 2013 ResponsiveAds
  3. 3. Disrupting by Re-inventing the perfect ad creative to give the best digital advertising results! (both Publishers & Brands across all screens) @ResponsiveAds © 2013 ResponsiveAds
  4. 4. the Steaming Topics − State of the Industry: Advertising & Responsive Web − Re-inventing Advertising: Introducing Responsive Ads − Examples and Results Lets Do it. Make One Ad @ResponsiveAds © 2013 ResponsiveAds
  5. 5. the Steaming Topics − State of the Industry: Advertising & Responsive Web − Re-inventing Advertising: Introducing Responsive Ads − Examples and Results Lets Do it. Make One Ad @ResponsiveAds © 2013 ResponsiveAds
  6. 6. State of Internet Banner Advertising Publishers: Lower Revenue from Advertising? Traditional > Website (20%) > Mobile (20% ) Brands & Agencies: Reach, Relevancy, ROI Traditional (5 types) < Digital (35 types) < SoMo (100) @ResponsiveAds © 2013 ResponsiveAds
  7. 7. Reason #1 The Standard Banner Ad is not working! @ResponsiveAds © 2013 ResponsiveAds
  8. 8. You are more likely to birth twins than click a banner ad. (Source: Solve Media) You are more likely to get a full house while playing poker than click on a banner ad.(Source: Solve Media) Cold-Fact : Industry Average 0.1% CTR You are more likely to Are 99.9% display impressions really wasted? summit Mount Everest than click a banner ad. (Source: Solve Media) @ResponsiveAds © 2013 ResponsiveAds
  9. 9. Emerging Ad Trends ( CTR % Q2 2013 ) Rich-Media, Retargeting, Native Ads vs. Mobile, Desktop Something really Disruptive >1% CTR ( 10x improvement) Native & Value Exchange (Conversational) @ResponsiveAds © 2013 ResponsiveAds
  10. 10. The Native Ads Debate @ResponsiveAds © 2013 ResponsiveAds
  11. 11. Reason #2- Selling Mobile 100% inventory sell-through hard @ResponsiveAds © 2013 ResponsiveAds
  12. 12. Duplication & Fragmentation: Not Perfect fitting Font Blurry Brand Inconsistent Separate Trafficking @ResponsiveAds © 2013 ResponsiveAds
  13. 13. Reason #3 On-going explosion of screen-sizes ( Prioritization vs. Integrated Strategy) @ResponsiveAds © 2013 ResponsiveAds
  14. 14. Disconnected & inefficient Creative workflow for separate FIXED sizes & Tech @ResponsiveAds © 2013 ResponsiveAds
  15. 15. Media Consumption throughout the day @ResponsiveAds © 2013 ResponsiveAds
  16. 16. Media Consumption throughout the day Morning Mobile Afternoon Website (Wake-up) Newspaper @ResponsiveAds © 2013 ResponsiveAds Evening Mobile (go to bed)
  17. 17. This Shift Isn't Changing more screens are coming… …users are multitasking, and Screen-Shifting @ResponsiveAds © 2013 ResponsiveAds
  18. 18. Just Android ~30 Screen Sizes Between 2.8”….. 10.1” @ResponsiveAds © 2013 ResponsiveAds
  19. 19. > 80% of Path to Purchase Decisions on Multiple Screens @ResponsiveAds © 2013 ResponsiveAds
  20. 20. By Nov 2014 Nov 2012 Could be “10X” Responsive “5X” Mobile Design Mobile App Design @ResponsiveAds © 2013 ResponsiveAds
  21. 21. Time for the “Perfect Creative” Strategy @ResponsiveAds © 2013 ResponsiveAds
  22. 22. the Steaming Topics − State of the Industry: Advertising & Responsive Web − Re-inventing Advertising: introducing Responsive Ads − Examples and Results Lets Do it. Make One Ad @ResponsiveAds © 2013 ResponsiveAds
  23. 23. Responsive Web Design Reboot.. ….survey of Germany publishers: 82% think responsive design is the future. Biggest challenges: Ads ( 33%), tech (33%) @ResponsiveAds © 2013 ResponsiveAds
  24. 24. Defining Responsive Ads Similar to Responsive Web Design… Responsive Ads optimizes the look and fit of an ad creative to the ad opportunity, screen, inventory available. @ResponsiveAds © 2013 ResponsiveAds
  25. 25. Types of ResponsiveAds STRETCH Ads • Responsive, NonResponsive • New Solution like RWD • New and Custom sizes • Responsive Creatives • Only 1 ad-tag SWAP Ads • • • • • Responsive Sites Retrofitting solution IAB Sizes Existing Ads Packaged 2~3 ad tags @ResponsiveAds © 2013 ResponsiveAds
  26. 26. Types of ResponsiveAds SWAP Ads • • • • • Responsive Sites Retrofitting solution IAB Sizes Existing Ads Packaged 2~3 ad tags @ResponsiveAds © 2013 ResponsiveAds
  27. 27. SWAP Turning-on-and-off Different Creatives • Multiple Ads/ Creatives • Separate Ad Serving @ResponsiveAds © 2013 ResponsiveAds
  28. 28. “SWAP” Retrofitting Solution @ResponsiveAds © 2013 ResponsiveAds
  29. 29. STRETCH One-Ad-Fits-All Adapts to the Situation • HTML5 Creative • Build only 1 creative • Real-Time Editing • Dynamic Rich-media • Optimized Quality • Existing Ad Serving @ResponsiveAds © 2013 ResponsiveAds
  30. 30. Imagine the Responsive Creative One-Ad, Fits-All @ResponsiveAds © 2013 ResponsiveAds
  31. 31. Same Creative Deployed as Two Responsive Ads @ResponsiveAds © 2013 ResponsiveAds
  32. 32. “Full-Skins” Brand Impact @ResponsiveAds © 2013 ResponsiveAds
  33. 33. “Expandables” Video @ResponsiveAds © 2013 ResponsiveAds
  34. 34. Which Solution Should I go for? Existing Creatives from Agencies Sell in-Bundle “the Banner Blindness” Problem Simplifies the Creative Process (less) Native Ad Possibilities Cross-Screen Shifting Opportunities SWAP O O X X X X @ResponsiveAds © 2013 ResponsiveAds STRETCH X O O O O O
  35. 35. Native/HTML5 Rich-Media a Sub-Set @ResponsiveAds © 2013 ResponsiveAds
  36. 36. the Steaming Topics − State of the Industry: Advertising & Responsive Web − Re-inventing Advertising: introducing Responsive Ads − More Examples and Results Lets Do it. Make One Ad @ResponsiveAds © 2013 ResponsiveAds
  37. 37. HTML5 & Responsive App Canvas HTML5 Apps Embeddable Expand/Retract Ad Pinterest style social widget (Tynt) Responsive Carousel widget @ResponsiveAds © 2013 ResponsiveAds
  38. 38. Social/ Gallery Expandables @ResponsiveAds © 2013 ResponsiveAds
  39. 39. Right Ad, Right Context Content the User wants… Story-telling from Screen-to-Screen @ResponsiveAds © 2013 ResponsiveAds
  40. 40. Achieving Real Brand-Impact Conversations 4X >20X Equal or Better then Rich-Media Banners Responsive with HTML5 Widgets DISRUPTIVE @ResponsiveAds © 2013 ResponsiveAds
  41. 41. Demo Building an ad “Magazine” Otavamedia @ResponsiveAds © 2013 ResponsiveAds
  42. 42. − − − − Solid foundation Simpler Processes Mobile Revenue Easier to Sell Thermal-up your digital strategy @ResponsiveAds © 2013 ResponsiveAds
  43. 43. Thank You matt@responsiveads.com FREE E-Book @ResponsiveAds © 2013 ResponsiveAds

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