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Our Skip Button Love Affair | SXSW 2017

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Admit it – you love the “Skip Ad” button on YouTube. You love to swipe your thumb past a Facebook ad. You love the option of installing ad blockers on your phone. And so does your customer.

By 2017, social network ad spending alone is expected to surpass banner ad spending for the first time. We are seeing an unprecedented rise in skippable ad formats that will drastically shift our approach to digital marketing over the next five years.

Join Chris Ferrel, digital strategy group head at The Richards Group, as he unpacks the skippable world of digital and how brands like Snapple, Mott’s, Sub-Zero, Wolf, and the Southeastern Conference future-proof their digital marketing strategies.

SXSW 2017
Our Skip Button Love Affair
Speaker: Christopher Ferrel
Digital Strategy Director
The Richards Group
Hyatt Regency Austin
Zilker Ballroom 1
March 14, 2017
11:00 AM

Primary Access: Platinum Badge, Interactive Badge
Secondary Access: Film Badge, Music Badge, Artist Wristband
Format: Solo
Event Type: Sessions
Track: Brands & Marketing
Level: Intermediate

Published in: Marketing
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Our Skip Button Love Affair | SXSW 2017

  1. 1. SXSW 2017 Our Skip Button Love Affair Christopher Ferrel Digital Strategy Director The Richards Group Hyatt Regency Austin Zilker Ballroom 1 March 14, 2017 11:00 AM
  2. 2. “I .”Skip Ads ►| #skipbuttonlove
  3. 3. I’m an ad #skipbuttonlove
  4. 4. #skipbuttonlove
  5. 5. Does the ability to skip ads matter? #skipbuttonlove
  6. 6. We are entering a new era of digital ads Mobile Social Video User choice #skipbuttonlove
  7. 7. Welcome to the skippable era #skipbuttonlove
  8. 8. The questions you should be asking Should your ad be skippable or non-skippable? Can you measure the value of a skipped ad? Does your creative work in the skippable era? #skipbuttonlove
  9. 9. Should your ads be skippable or non-skippable? #skipbuttonlove
  10. 10. Non-skippable ad revenue levels off Digital ad revenue, non-search ($ billions) Source: IAB / eMarketer (2008-2016), BI Intelligence (2017-2021) $0 $10 $20 $30 $40 2008 2010 2012 2014 2016 2018 2020 2021 #skipbuttonlove Non-skippable
  11. 11. Skippable ads surpassed non-skippable Digital ad revenue, non-search ($ billions) Source: IAB / eMarketer (2008-2016), BI Intelligence (2017-2021) $0 $10 $20 $30 $40 2008 2010 2012 2014 2016 2018 2020 2021 #skipbuttonlove Non-skippable Skippable
  12. 12. Skippable ads will dominate by 2021 Digital ad revenue, non-search ($ billions) Source: IAB / eMarketer (2008-2016), BI Intelligence (2017-2021) $0 $10 $20 $30 $40 2008 2010 2012 2014 2016 2018 2020 2021 #skipbuttonlove Non-skippable Skippable
  13. 13. Our skip button love affair #skipbuttonlove
  14. 14. #skipbuttonlove Emotion analysis 9% joy, 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Joy Anger
  15. 15. #skipbuttonlove Emotion analysis 9% joy Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Joy
  16. 16. #skipbuttonlove Emotion analysis 9% joy Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Joy
  17. 17. #skipbuttonlove Emotion analysis 9% joy Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Joy
  18. 18. #skipbuttonlove Emotion analysis 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Anger
  19. 19. #skipbuttonlove Emotion analysis 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Anger
  20. 20. #skipbuttonlove Emotion analysis 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Anger
  21. 21. #skipbuttonlove Emotion analysis 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Anger
  22. 22. #skipbuttonlove Emotion analysis 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Anger
  23. 23. #skipbuttonlove Emotion analysis 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Anger
  24. 24. #skipbuttonlove Emotion analysis 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Anger
  25. 25. #skipbuttonlove
  26. 26. #skipbuttonlove Emotion analysis 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Anger
  27. 27. #skipbuttonlove Emotion analysis 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Anger
  28. 28. #skipbuttonlove Emotion analysis 82% anger Source: Crimson Hexagon, 83k most recent posts 0% 25% 50% 75% 100% Feb 2016 Apr 2016 Jun 2016 Aug 2016 Oct 2016 Dec 2016 Jan 2017 Skip Ad ►| Anger
  29. 29. #skipbuttonlove
  30. 30. 2/23/2017 Print - Study: Pre-Roll Ads Dramatically Increasing Ad-Block Installs - Advertising Age     Study: Pre-Roll Ads Dramatically Increasing Ad-Block Installs Study Surveys 9,000 People Who Either Have or Are Aware of Ad-Blocking Tech By George Slefo Published: January 26, 2016 Video ad tech company Teads released a study Tuesday that aims to provide insight as to what motivates people to use ad blockers. Research Now conducted the study and surveyed 9,000 people. Active users of ad blockers, including mobile, and those who are aware of ad blockers but have not yet installed them, were surveyed for the study. The research said pre-roll ads were among the most intrusive, with 41% of respondents saying they installed the ad-blocking software due to the ad format. Additionally, Hispanics are 78% more likely to use a mobile ad blocker while men are 22% more likely overall to use the software on mobile devices, the study said. Teads makes video technology that autoplays when you're reading a story, for example. Its clients include Mashable and Forbes, among others. It claims its tech is not intrusive because its ads can be closed by a user as soon as they appear.   Related Stories IAB to Advertisers and Content Providers: 'We Messed Up' IAB CEO Delivers Fire-and-Brimstone Speech Against For-Profit Ad Blockers Google's Ad Boss on Ad Blocking, AMP Ad Viewability and Enhanced Campaigns As IAB Bars One Ad Blocker From Its Summit, It Welcomes Another One on Stage For IGN, a Tech-Savvy Audience Means a Big Hit From Ad Blockers #skipbuttonlove Aware of Ad-Blocking Tech By George Slefo Published: January 26, 2016 Video ad tech company Teads released a study Tuesda aims to provide insight as to what motivates people to u blockers. Research Now conducted the study and surveyed 9,00 people. Active users of ad blockers, including mobile, a those who are aware of ad blockers but have not yet in them, were surveyed for the study. Related Stories IAB to Advertisers and Content Providers: 'We Messed Up' IAB CEO Delivers Fire-and-Brimstone Speech Against For-Profit Ad Blockers
  31. 31. #skipbuttonlove
  32. 32. #skipbuttonlove Can you measure the value of a skipped ad?
  33. 33. Non-skippable Skippable Are all seconds created equal? Forced time-spent Optimize to completions Voluntary time-spent Optimize to ??? #skipbuttonlove
  34. 34. Ad value vs audience retention Source: Facebook, YouTube 0% 25% 50% 75% 100% 0 25% complete 50% complete 75% complete 100% Measurement in the skippable era #skipbuttonlove Audience retention Brand lift
  35. 35. THE VALUE OF THE AD VARIES BASED ON HOW MUCH IS COMPLETED Value of Impression based on Unaided Brand Recall 100% 75% BRANDRECALL AN AD THAT WAS ABOUT 40% COMPLETED IS WORTH inc cou e #skipbuttonlove
  36. 36. Ad value vs audience retention Source: Facebook, YouTube 0% 25% 50% 75% 100% 0 25% complete 50% complete 75% complete 100% Measurement in the skippable era #skipbuttonlove Audience retention Brand lift $ $$ $$$ $$
  37. 37. #skipbuttonlove
  38. 38. The currency of the skippable era is time-spent #skipbuttonlove
  39. 39. Does your creative work in the skippable era? #skipbuttonlove
  40. 40. #skipbuttonlove
  41. 41. #skipbuttonlove
  42. 42. Changes in the Amount and Methods of Travel During the past fifteen years, people have been "going places and doing things," farther and faster than ever before in our history. This "modern tempo" was the result of fundamental changes in American transportation brought about by the creation of numerous small-payment, install ment-buying plans. By means of this process, it became possible for any person to become the operator of a self- propelled vehicle the automobile. These changes may be best illustrated by comparative statistics. In 1920, the passenger mileage of steam railways rose to a peak of nearly fifty billion miles and declined to eighteen billion five hundred million miles in 1935. Pas Changes in the Amount and Methods of Travel During the past fifteen years, people have been "going places and doing things," farther and faster than ever before in our history. This "modern tempo" was the result of fundamental changes in American transportation brought about by the creation of numerous small-payment, install ment-buying plans. By means of this process, it became possible for any person to become the operator of a self- propelled vehicle the automobile. These changes may be best illustrated by comparative statistics. In 1920, the passenger mileage of steam railways#skipbuttonlove
  43. 43. Lessons from 1938 1938 “Modern Tempo” Disruptive tech = cars for all #skipbuttonlove 2017 “Busy” badge of honor Disruptive tech = smartphones
  44. 44. Lessons from 1938 1938 “Modern Tempo” Disruptive tech = cars for all Physical destinations #skipbuttonlove 2017 “Busy” badge of honor Disruptive tech = smartphones Digital destinations
  45. 45. Lessons from 1938 1938 “Modern Tempo” Disruptive tech = cars for all Physical destinations Stand out in 7 words #skipbuttonlove 2017 “Busy” badge of honor Disruptive tech = smartphones Digital destinations Stand out in 5 seconds
  46. 46. itself. One may not know what the boy looked like who brought the telegram, however well he remembers the message. It is not the postman who makes an impression, but the message he brings. The Medium Cannot Deliver Readers After delivering the message in its specified form and size, the medium is in no way responsible for securing reading or other attention to the message. That is the responsibility of the one who writes the message the advertiser. If a man is too indifferent, too excited, or too much engrossed other wise to read a telegram which he receives, it is not the fault of the telegraph company. They performed their duty when they delivered the message to him. So with the paid space in a newspaper or magazine, the message may not interest the one who buys the newspaper or magazine, but the function of each of these media has been fulfilled when it is delivered to the buyer. With the broadcasting #skipbuttonlove
  47. 47. Lessons from 1938 1938 “Modern Tempo” Disruptive tech = cars for all Physical destinations Stand out in 7 words Power of pictures #skipbuttonlove 2017 “Busy” badge of honor Disruptive tech = smartphones Digital destinations Stand out in 5 seconds Power of video
  48. 48. Lessons from 1938 1938 “Modern Tempo” Disruptive tech = cars for all Physical destinations Stand out in 7 words Power of pictures Few opportunities to linger #skipbuttonlove 2017 “Busy” badge of honor Disruptive tech = smartphones Digital destinations Stand out in 5 seconds Power of video Always an opportunity to linger
  49. 49. Creative in the skippable era Make me care in < :05 #skipbuttonlove
  50. 50. Creative in the skippable era Make me care in < :05 Give me a reason to stay #skipbuttonlove
  51. 51. Hero benefit #skipbuttonlove
  52. 52. #skipbuttonlove
  53. 53. Anticipation #skipbuttonlove
  54. 54. 1.8M views 1 min 19 sec avg #skipbuttonlove
  55. 55. Challenge #skipbuttonlove
  56. 56. 28M views 3 min 15 sec avg #skipbuttonlove
  57. 57. Playground #skipbuttonlove
  58. 58. 224M views 24 sec avg #skipbuttonlove
  59. 59. Stand for something #skipbuttonlove
  60. 60. 1.1M views 1 min 49 sec avg #skipbuttonlove
  61. 61. Non-skippable Skippable What’s the role for non-skippable in the skippable era? Forced time-spent Voluntary time-spent #skipbuttonlove
  62. 62. If ad is non-skippable, just get to the point #skipbuttonlove
  63. 63. Impact of the skippable era #skipbuttonlove
  64. 64. 2017 Consistency in search ads 2000 AdAd #skipbuttonlove
  65. 65. Inconsistency in non-search ads Non-skippable Skippable #skipbuttonlove
  66. 66. #skipbuttonlove Auto expand
  67. 67. #skipbuttonlove Adhesive
  68. 68. #skipbuttonlove Interstitials
  69. 69. #skipbuttonlove Non-skippable video
  70. 70. #skipbuttonlove Skippable video
  71. 71. Outstream video
  72. 72. #skipbuttonlove Native
  73. 73. #skipbuttonlove Social
  74. 74. #skipbuttonlove Social
  75. 75. Who’s winning? Non-skippable Skippable Auto expand Adhesive Interstitials Skippable video Outstream video Native Non-skippable video Social Standard banner Advertiser preferred User preferred #skipbuttonlove
  76. 76. Skippable ads win users and revenue Digital ad revenue, non-search ($ billions) Source: IAB / eMarketer (2008-2016), BI Intelligence (2017-2021) $0 $10 $20 $30 $40 2008 2010 2012 2014 2016 2018 2020 2021 #skipbuttonlove Non-skippable Skippable
  77. 77. Five forces of the skippable era +98% from titans of skippable, Google and Facebook +9% from companies who only sell skippable ads -7% from non-skippable ad networks #skipbuttonlove
  78. 78. #skipbuttonlove Without skippable ads, digital ad revenue is in decline
  79. 79. Five forces of the skippable era +98% from titans of skippable, Google and Facebook +9% from companies who only sell skippable ads -7% from non-skippable ad networks Rise of ad blockers #skipbuttonlove
  80. 80. Ad blockers primarily impact non-skippable Digital ad revenue, non-search ($ billions) Source: IAB / eMarketer (2008-2016), BI Intelligence (2017-2021) $0 $10 $20 $30 $40 2008 2010 2012 2014 2016 2018 2020 2021 #skipbuttonlove Non-skippable with ad blocker impact Skippable
  81. 81. Five forces of the skippable era +98% from titans of skippable, Google and Facebook +9% from companies who only sell skippable ads -7% from non-skippable ad networks Rise of ad blockers Overhaul of IAB’s ad portfolio #skipbuttonlove
  82. 82. #skipbuttonlove
  83. 83. #skipbuttonlove
  84. 84. #skipbuttonlove
  85. 85. https://www.iab.com/news/lean-principles-criteria-scoring/ selected for delivery through the use of an online behavioral adve Advertising system must bear the AdChoices Icon – which means publishers must be members of the Digital Advertising Alliance. Skippable Preliminary research implies strong consumer demand for skip – t that unskippable video ads are a primary driver for installing ad b to skip would cause some ad blocking users to reconsider. #skipbuttonlove
  86. 86. Non-skippable Skippable Auto expand Adhesive Interstitials Skippable video Outstream video Native Non-skippable video Social Standard banner Impact of IAB’s new ad portfolio #skipbuttonlove X w/ close button <:15 only Non-invasive only w/ close button
  87. 87. Ask the right questions. Win the skippable era. Should your ad be skippable or non-skippable? Can you measure the value of a skipped ad? Does your creative work in the skippable era? #skipbuttonlove
  88. 88. Go forth and .Skip Ads ►| #skipbuttonlove

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