2013, Eye of the Storm Moment           Getting a Responsive           Advertising Strategy           by Matthew Snyder, C...
17 Years in a Mobile12 Years Nokia- Director of Strategy10 Years in Mobile Advertising5 Years running Cross-Screen Agency ...
Simplify the creative process giving publishers w/ad sales the BEST  multi-screen fill, quality and revenueEquivalency of ...
Weathering the Storm-       Responsively− “Winds of Media Change”  Is your Strategy really Balanced?− “When Lightning Stri...
Contents         Weathering         the Storm− “Winds of Media Change” Is  Your Strategy Really Balanced?− 2010“Lightning ...
@ResponsiveAds   © 2013 ResponsiveAds
The Traditional                          The New Media   Business                                 Business             @Re...
Web Site                             Mobile Web Site           @ResponsiveAds              © 2013 ResponsiveAds
DIRECT Sales                          RTB PROGRAMMATIC         @ResponsiveAds               © 2013 ResponsiveAds
COOKIES                                 CREME ( CRM)(Ad Targeting)                    ( Paid Content / Subscription)      ...
Yin & Yang “Pull”Mobile Web/HTML5            Native App       FREE ( Own)          PAID        NATIONAL            LOCAL  ...
However…Just when you thought      Strategy Balanced?         @ResponsiveAds            © 2013 ResponsiveAds
Contents Weathering the           Storm− “Winds of Media Change”    Social, mobile and local− 2010 “Lightning Strikes”    ...
@ResponsiveAds   © 2013 ResponsiveAds
Overnight…Now Juggling     Strategy of Three                                 Mobile       TabletDesktop       @ResponsiveA...
Stable, Balanced Growth Strategy            Overall Digital                                             Mobile  Desktop   ...
Just Android~30 Screen SizesBetween2.8”….. 10.1”             @ResponsiveAds                © 2013 ResponsiveAds
How Consumers became aware of Products            and Services             @ResponsiveAds                © 2013 Responsive...
…and new screens are coming                                    Play Golf in                                 Scottsdale 50%...
So-Lo-Mo “Consumers Life Lens Began”Social                                  Local                  Mobile              @Re...
P-O-E-TRY of a Converged Strategy   (POEM)                               OWNED                                         med...
Funnel now an Hour Glass Top                                      Awareness                                         Consid...
Does not need to be?Threatening . Costly . Fragmented          @ResponsiveAds             © 2013 ResponsiveAds
Also, In 2010Raining in from Design Community      The One-Web Solution     “Responsive Web Design”         @ResponsiveAds...
Responsive Web DesignHTML5. Mediaqueries. CSS3. Fluid Design     1                                       3                ...
Today…                                 Lets sailResponsive                               …together                        ...
By Nov 2014Nov 2012Could be “10X”Responsive “5X”Mobile DesignMobile App Design           @ResponsiveAds              © 201...
2013 “ The Year of Responsive Design”           @ResponsiveAds              © 2013 ResponsiveAds
…GREAT NEWS, now embraced heavily Newspaper, News & Media Industry          @ResponsiveAds             © 2013 ResponsiveAds
Now lets Paint the Advertising Picture                             Different Creatives                         • Different...
@ResponsiveAds   © 2013 ResponsiveAds
….Time spent onmobile is greater Magazines &  Newspapers  Combined!      @ResponsiveAds         © 2013 ResponsiveAds
….Time spent onBymobile is greater   2014 Mobile Trafficwill exceed Desktop…      Magazines &      Newspapers      Combine...
Usage and Frequency@ResponsiveAds    © 2013 ResponsiveAds
This Shift Isnt                               Changing                          more screens are                          ...
> 80% of Path to      PurchaseDecisions on Multiple       Screens@ResponsiveAds   © 2013 ResponsiveAds
No Matter what Multi-Screen Usage Case            @ResponsiveAds               © 2013 ResponsiveAds
is there a silver bullet     for advertising,Publishers can embrace?       @ResponsiveAds          © 2013 ResponsiveAds
Contents Weathering the           Storm− “Winds of Media Change”  Getting blown both ways− 2010“Lightning Strikes”  Intern...
Multi-Screen SolutionsSTRETCH                                      SWAP  Ads                                         AdsRe...
SWAP Turning-on-and-off Different Creatives• Multiple Ads/ Creatives• Separate Ad Serving                   @ResponsiveAds...
“SWAP” Retrofitting Solution       @ResponsiveAds          © 2013 ResponsiveAds
But did we solve theProblem?             @ResponsiveAds                © 2013 ResponsiveAds
Quagmire of Creative Sizes“Ad Ops pulled every which way?”          @ResponsiveAds             © 2013 ResponsiveAds
Kim Siler ( Brand Manager)Asked Why Coke does not haveMobile Strategies for all Brands? 10/ 2012“ Im going to be very fran...
Right Ad, Right ContextContent the User wants…     @ResponsiveAds        © 2013 ResponsiveAds
… Simplify   Real-Time                             Real-WorldMobile          Tablet                     Desktop           ...
STRETCH                                 One-Ad-Fits-All                          Adapts to the Situation                  ...
Imagine One-Ad, Fits-All     @ResponsiveAds        © 2013 ResponsiveAds
“IAB Standards” SCALE    @ResponsiveAds       © 2013 ResponsiveAds
“Native Advertising” Beauty       @ResponsiveAds          © 2013 ResponsiveAds
“Full-Skins” Brand Impact     @ResponsiveAds        © 2013 ResponsiveAds
“Expandables” Creative Canvas        @ResponsiveAds           © 2013 ResponsiveAds
… So when that moment comes   Dynamic ContentOne-Ad-Everywhere,        Real-Time         @ResponsiveAds            © 2013 ...
Contents         Weathering         the Storm− “Winds of Media Change”  Getting blown both ways− 2010“Lightning Strikes”  ...
Responsive vs. Digital Industry CTR 4X             @ResponsiveAds                © 2013 ResponsiveAds
Responsive Ads Mobile vs. Site 2~3X           @ResponsiveAds              © 2013 ResponsiveAds
@ResponsiveAds   © 2013 ResponsiveAds
Tablet Engagement 2~3.5X      @ResponsiveAds         © 2013 ResponsiveAds
@ResponsiveAds   © 2013 ResponsiveAds
Benefits of Bundled MediaIn a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The Benefitsof Bundles “ ...
Benefits of Bundled MediaIn a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The Benefitsof  To“ date...
“ Bundled Sales”From Channel to Audience     @ResponsiveAds        © 2013 ResponsiveAds
DigitalSell as package?     @ResponsiveAds        © 2013 ResponsiveAds
Contents Weathering the           Storm− “Winds of Media Change”  Getting blown both ways− 2010“Lightning Strikes”  Intern...
“Magazine” Otavamedia    @ResponsiveAds       © 2013 ResponsiveAds
"Local advertisers get confused when we try to  sell HTML5 and mobile ads, but when they see  STRETCH - I WANT THAT" - Jon...
−   Solid foundation−   Simpler Processes−   Mobile Revenue−   Easier to Sell    Weather the Storm… on Top!               ...
Thank Youmatt@responsiveads.com         @ResponsiveAds            © 2013 ResponsiveAds
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WAN-IFRA April 2013 ResponsiveAds Prez

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This is a presentation made during the WAN-IFRA Event in London on April 15~17 2013 Digital Media Europe ( #DME13)

We talk about the opportunities for publishers around embracing Responsive Web Design and the unique advertising monetization techniques around them. The presentation includes examples and different thoughts around the convergence of media for publishers

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WAN-IFRA April 2013 ResponsiveAds Prez

  1. 1. 2013, Eye of the Storm Moment Getting a Responsive Advertising Strategy by Matthew Snyder, CEO, ResponsiveAds @ResponsiveAds © 2013 ResponsiveAds
  2. 2. 17 Years in a Mobile12 Years Nokia- Director of Strategy10 Years in Mobile Advertising5 Years running Cross-Screen Agency ( ADObjects, Inc & MXM Events )2 Years RWD (ResponsiveAds Jan 2012) @ResponsiveAds © 2013 ResponsiveAds
  3. 3. Simplify the creative process giving publishers w/ad sales the BEST multi-screen fill, quality and revenueEquivalency of Mobile to Desktop eCPM’s @ResponsiveAds © 2013 ResponsiveAds
  4. 4. Weathering the Storm- Responsively− “Winds of Media Change” Is your Strategy really Balanced?− “When Lightning Strikes” Internet Reboot- Responsive Web− 2013 “Eye of the Storm” Opportunity for Responsive Ads− Calmness After Monetizing like its Native again− Lets Do it. Make One Ad @ResponsiveAds © 2013 ResponsiveAds
  5. 5. Contents Weathering the Storm− “Winds of Media Change” Is Your Strategy Really Balanced?− 2010“Lightning Strikes” Internet Reboot- Responsive Web− 2013 “Eye of the Storm” Responsive Ads− Calmness After Monetizing like its Native Again− Lets Make One…Ad @ResponsiveAds © 2013 ResponsiveAds
  6. 6. @ResponsiveAds © 2013 ResponsiveAds
  7. 7. The Traditional The New Media Business Business @ResponsiveAds © 2013 ResponsiveAds
  8. 8. Web Site Mobile Web Site @ResponsiveAds © 2013 ResponsiveAds
  9. 9. DIRECT Sales RTB PROGRAMMATIC @ResponsiveAds © 2013 ResponsiveAds
  10. 10. COOKIES CREME ( CRM)(Ad Targeting) ( Paid Content / Subscription) @ResponsiveAds © 2013 ResponsiveAds
  11. 11. Yin & Yang “Pull”Mobile Web/HTML5 Native App FREE ( Own) PAID NATIONAL LOCAL Standard Ads Native Ads CPM PPC CTR Viewability SSP DSP … … @ResponsiveAds © 2013 ResponsiveAds
  12. 12. However…Just when you thought Strategy Balanced? @ResponsiveAds © 2013 ResponsiveAds
  13. 13. Contents Weathering the Storm− “Winds of Media Change” Social, mobile and local− 2010 “Lightning Strikes” Need the Triple Approach− 2013” Eye of the Storm” Responsive Ads− Calmness After @ResponsiveAds © 2013 ResponsiveAds
  14. 14. @ResponsiveAds © 2013 ResponsiveAds
  15. 15. Overnight…Now Juggling Strategy of Three Mobile TabletDesktop @ResponsiveAds © 2013 ResponsiveAds
  16. 16. Stable, Balanced Growth Strategy Overall Digital Mobile Desktop Tablet @ResponsiveAds © 2013 ResponsiveAds
  17. 17. Just Android~30 Screen SizesBetween2.8”….. 10.1” @ResponsiveAds © 2013 ResponsiveAds
  18. 18. How Consumers became aware of Products and Services @ResponsiveAds © 2013 ResponsiveAds
  19. 19. …and new screens are coming Play Golf in Scottsdale 50% off Newspaper offers @ResponsiveAds © 2013 ResponsiveAds
  20. 20. So-Lo-Mo “Consumers Life Lens Began”Social Local Mobile @ResponsiveAds © 2013 ResponsiveAds
  21. 21. P-O-E-TRY of a Converged Strategy (POEM) OWNED mediaPAIDmedia EARNED media @ResponsiveAds © 2013 ResponsiveAds
  22. 22. Funnel now an Hour Glass Top Awareness Consideration Intent Bottom Purchase(middle) Support LoyaltyBottom Advocacy @ResponsiveAds © 2013 ResponsiveAds
  23. 23. Does not need to be?Threatening . Costly . Fragmented @ResponsiveAds © 2013 ResponsiveAds
  24. 24. Also, In 2010Raining in from Design Community The One-Web Solution “Responsive Web Design” @ResponsiveAds © 2013 ResponsiveAds
  25. 25. Responsive Web DesignHTML5. Mediaqueries. CSS3. Fluid Design 1 3 2 @ResponsiveAds © 2013 ResponsiveAds
  26. 26. Today… Lets sailResponsive …together CMSoffers CRMClarity of CommonDirection Cloud ConvergenceFor all Control CostsScreens Compatibility Connected @ResponsiveAds © 2013 ResponsiveAds
  27. 27. By Nov 2014Nov 2012Could be “10X”Responsive “5X”Mobile DesignMobile App Design @ResponsiveAds © 2013 ResponsiveAds
  28. 28. 2013 “ The Year of Responsive Design” @ResponsiveAds © 2013 ResponsiveAds
  29. 29. …GREAT NEWS, now embraced heavily Newspaper, News & Media Industry @ResponsiveAds © 2013 ResponsiveAds
  30. 30. Now lets Paint the Advertising Picture Different Creatives • Different Ad Servers? • Different Channel Buying/Selling? • Different Technologies (Flash vs. HTML5) • Different Standards? • Different Business Priorities? @ResponsiveAds © 2013 ResponsiveAds
  31. 31. @ResponsiveAds © 2013 ResponsiveAds
  32. 32. ….Time spent onmobile is greater Magazines & Newspapers Combined! @ResponsiveAds © 2013 ResponsiveAds
  33. 33. ….Time spent onBymobile is greater 2014 Mobile Trafficwill exceed Desktop… Magazines & Newspapers Combined! @ResponsiveAds © 2013 ResponsiveAds
  34. 34. Usage and Frequency@ResponsiveAds © 2013 ResponsiveAds
  35. 35. This Shift Isnt Changing more screens are coming… …users are multi- tasking, and Screen-Shifting@ResponsiveAds © 2013 ResponsiveAds
  36. 36. > 80% of Path to PurchaseDecisions on Multiple Screens@ResponsiveAds © 2013 ResponsiveAds
  37. 37. No Matter what Multi-Screen Usage Case @ResponsiveAds © 2013 ResponsiveAds
  38. 38. is there a silver bullet for advertising,Publishers can embrace? @ResponsiveAds © 2013 ResponsiveAds
  39. 39. Contents Weathering the Storm− “Winds of Media Change” Getting blown both ways− 2010“Lightning Strikes” Internet Reboot- Responsive Web− 2013 “Eye of the Storm” Solving with Responsive Ads− Calmness After Monetizing like its Native Again− Lets Make One…Ad @ResponsiveAds © 2013 ResponsiveAds
  40. 40. Multi-Screen SolutionsSTRETCH SWAP Ads AdsResponsive Multiple Creatives Creatives FREE E-Book STRETCH + SWAP (combination/custom) @ResponsiveAds © 2013 ResponsiveAds
  41. 41. SWAP Turning-on-and-off Different Creatives• Multiple Ads/ Creatives• Separate Ad Serving @ResponsiveAds © 2013 ResponsiveAds
  42. 42. “SWAP” Retrofitting Solution @ResponsiveAds © 2013 ResponsiveAds
  43. 43. But did we solve theProblem? @ResponsiveAds © 2013 ResponsiveAds
  44. 44. Quagmire of Creative Sizes“Ad Ops pulled every which way?” @ResponsiveAds © 2013 ResponsiveAds
  45. 45. Kim Siler ( Brand Manager)Asked Why Coke does not haveMobile Strategies for all Brands? 10/ 2012“ Im going to be very frank with you, and just tell you, coz this[expletive] is hard. Sorry!“ She got a laugh from the audience,Coke has more than 60 brands, in 209 markets, and itoperates in about 50 languages.So 60 x 209 x 50 = 627,000 web sites that need Just mobileRead more: http://www.businessinsider.com/cokes-mobile-ad-chief-uses-the-s-word-2012-10#ixzz2AtQ5KdCX @ResponsiveAds © 2013 ResponsiveAds
  46. 46. Right Ad, Right ContextContent the User wants… @ResponsiveAds © 2013 ResponsiveAds
  47. 47. … Simplify Real-Time Real-WorldMobile Tablet Desktop Real-Connection @ResponsiveAds © 2013 ResponsiveAds
  48. 48. STRETCH One-Ad-Fits-All Adapts to the Situation • HTML5 Creative • Build Once • Real-Time Editing • Dynamic Rich-media • Optimized Quality • Existing Ad Serving@ResponsiveAds © 2013 ResponsiveAds
  49. 49. Imagine One-Ad, Fits-All @ResponsiveAds © 2013 ResponsiveAds
  50. 50. “IAB Standards” SCALE @ResponsiveAds © 2013 ResponsiveAds
  51. 51. “Native Advertising” Beauty @ResponsiveAds © 2013 ResponsiveAds
  52. 52. “Full-Skins” Brand Impact @ResponsiveAds © 2013 ResponsiveAds
  53. 53. “Expandables” Creative Canvas @ResponsiveAds © 2013 ResponsiveAds
  54. 54. … So when that moment comes Dynamic ContentOne-Ad-Everywhere, Real-Time @ResponsiveAds © 2013 ResponsiveAds
  55. 55. Contents Weathering the Storm− “Winds of Media Change” Getting blown both ways− 2010“Lightning Strikes” Internet Reboot- Responsive Web− 2013 “Eye of the Storm” Solving with Responsive Ads− Moment of Calmness Simply Monetizing with Results− Lets Make One…Ad @ResponsiveAds © 2013 ResponsiveAds
  56. 56. Responsive vs. Digital Industry CTR 4X @ResponsiveAds © 2013 ResponsiveAds
  57. 57. Responsive Ads Mobile vs. Site 2~3X @ResponsiveAds © 2013 ResponsiveAds
  58. 58. @ResponsiveAds © 2013 ResponsiveAds
  59. 59. Tablet Engagement 2~3.5X @ResponsiveAds © 2013 ResponsiveAds
  60. 60. @ResponsiveAds © 2013 ResponsiveAds
  61. 61. Benefits of Bundled MediaIn a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The Benefitsof 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
  62. 62. Benefits of Bundled MediaIn a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The Benefitsof  To“ date Research stated that… Bundles Pivotal mobile ad networks…Benefited “ To date, mobile ad networks, most prominently including Millennial Media have been  Facebook…Google…able to blur the lines among the primary beneficiaries of the rise of mobile advertising. ….However, in the medium-term, most of the advantages which enable ad networks to of the marketers budget 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  …..Bundling or Silo-busting beginning budget by creating effective bundles of advertising inventory 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
  63. 63. “ Bundled Sales”From Channel to Audience @ResponsiveAds © 2013 ResponsiveAds
  64. 64. DigitalSell as package? @ResponsiveAds © 2013 ResponsiveAds
  65. 65. Contents Weathering the Storm− “Winds of Media Change” Getting blown both ways− 2010“Lightning Strikes” Internet Reboot- Responsive Web− 2013 “Eye of the Storm” Solving with Responsive Ads− Moment of Calmness Simply Monetizing with Results− Lets Make One…Ad @ResponsiveAds © 2013 ResponsiveAds
  66. 66. “Magazine” Otavamedia @ResponsiveAds © 2013 ResponsiveAds
  67. 67. "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
  68. 68. − Solid foundation− Simpler Processes− Mobile Revenue− Easier to Sell Weather the Storm… on Top! @ResponsiveAds © 2013 ResponsiveAds
  69. 69. Thank Youmatt@responsiveads.com @ResponsiveAds © 2013 ResponsiveAds

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