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@"mmayer 
The Evolution of Display 
Advertising 
Tim Mayer 
@timmayer 
Chief Marketing Officer 
Trueffect
What do these three people 
@"mmayer 
have in common? 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueff...
The Move Towards Relevance 
@"mmayer 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect 
3 and Away f...
@"mmayer 
Story telling 
Resonance & Relevance 
Trueffect 
4
Storytelling with Resonance 
@"mmayer 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect 
5
Data Versus Brand Marketers 
@"mmayer 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect 
6
@"mmayer 
Traditional Measurement by 
Channel 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect 
7
@"mmayer 
Ad Measurement is a Mess 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect 
8 
3rd Party: ...
@"mmayer 
Need to tell story with Data 
across Channels 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
True...
@"mmayer 
Structured Versus 
Unstructured Channels 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect...
360 Profile: 
Structured and Unstructured 
@"mmayer 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffec...
The Evolution of Display 
@"mmayer 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect 
12
@"mmayer 
Display buys used to be 
contextual… 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect 
13
First Party Second-Party Third-Party 
@"mmayer 
Data Growing FAST! 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Res...
@"mmayer 
Now Buying Audiences 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect 
15
Programmatic Bidded Display 
@"mmayer 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect 
16
Creative Targeting on Audience 
Segments 
@"mmayer 
Visitors 
Recent 
Visitors 
Language 
Lapsed 
Visitors 
Language 
True...
@"mmayer 
What’s Next?
@"mmayer 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Trueffect 
19 
Loca"on 
Signals: 
iBeacons 
ALEX 
A...
@"mmayer 
Wearables 
Trueffect 
20
@"mmayer 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Native Advertising 
Trueffect 
21
@"mmayer 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Opt-in to Offers 
Trueffect 
22
@"mmayer 
Trueffect 
Inc. 
Confiden"al. 
2014© 
All 
Rights 
Reserved 
Viral Pull Ads 
Trueffect 
23
@"mmayer 
Thanks! 
Twitter: @timmayer
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The Evolution of Display Advertising By Tim Mayer

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From the SMX East 2014 Conference in New York City, NY. SESSION: The Display Ad Of The Future: It's All About You. PRESENTATION: The Evolution of Display Advertising - Given by Tim Mayer, @timmayer, Chief Marketing Officer - Trueffect. #SMX #12A

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The Evolution of Display Advertising By Tim Mayer

  1. 1. @"mmayer The Evolution of Display Advertising Tim Mayer @timmayer Chief Marketing Officer Trueffect
  2. 2. What do these three people @"mmayer have in common? Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 2 F. ScoD Fitzgerald Salman Rushdie Joseph Heller
  3. 3. The Move Towards Relevance @"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 3 and Away from Resonance…
  4. 4. @"mmayer Story telling Resonance & Relevance Trueffect 4
  5. 5. Storytelling with Resonance @"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 5
  6. 6. Data Versus Brand Marketers @"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 6
  7. 7. @"mmayer Traditional Measurement by Channel Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 7
  8. 8. @"mmayer Ad Measurement is a Mess Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 8 3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M but..
  9. 9. @"mmayer Need to tell story with Data across Channels Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 9
  10. 10. @"mmayer Structured Versus Unstructured Channels Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 10 Brand Awareness Paid Earned Landing Pages Owned Amplification Brand Experience Discovery & Intent Capture
  11. 11. 360 Profile: Structured and Unstructured @"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 11
  12. 12. The Evolution of Display @"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 12
  13. 13. @"mmayer Display buys used to be contextual… Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 13
  14. 14. First Party Second-Party Third-Party @"mmayer Data Growing FAST! Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 14 • Online/offline • CRM • Registration • First- Party data shared among advertisers • Aggregated data • Inferred vs. declared
  15. 15. @"mmayer Now Buying Audiences Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 15
  16. 16. Programmatic Bidded Display @"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 16
  17. 17. Creative Targeting on Audience Segments @"mmayer Visitors Recent Visitors Language Lapsed Visitors Language Trueffect Inc. Confiden"al. 2014© All Rights Reserved Marketing Funnel Trueffect 17 Standard Offer CTR focused creative Value and Offer based Aligned to product, location etc. Upsell/Cross-sell retention Unknown Visitor Product Interest Existing Customer/ Product Interest
  18. 18. @"mmayer What’s Next?
  19. 19. @"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved Trueffect 19 Loca"on Signals: iBeacons ALEX AND ANI
  20. 20. @"mmayer Wearables Trueffect 20
  21. 21. @"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved Native Advertising Trueffect 21
  22. 22. @"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved Opt-in to Offers Trueffect 22
  23. 23. @"mmayer Trueffect Inc. Confiden"al. 2014© All Rights Reserved Viral Pull Ads Trueffect 23
  24. 24. @"mmayer Thanks! Twitter: @timmayer

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