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Ad Blocking
Debrief
Harry Robinson, VP Product Marketing, Celtra
@adwhisperer
Creative platform for
display and video brand
advertising, improving the
quality of the message
& the way the message
is p...
Only we,
the advertising industry,
made Ad Blocking a big deal
What has the greatest
impact on user experience?
-  Ad Context (Inventory)
-  Ad Presentation (Format)
-  Ad Content (Crea...
Majority see creative having
biggest impact on user experience
Ad Context
(Inventory)
Ad Presentation
(Format)
Ad Content
...
2016 – The Year of
Creative
Do publishers review each
ad creative before it
appears on their site?
More than 1/3 still don’t review
creative before it goes live
Yes
59%
No
41%
2/3 of marketers find user
experience a high priority
We don’t
think about it
It’s somewhat
important
22%
4%
48%
It’s high
...
48% of respondents
see lack of creative relevancy
responsible for ad blocking
Creative should be aware of the
rich context of a user’s situation
Female
Afternoon
San Francisco
Pet Lover
Sunny
To be pe...
Aware, but not too aware
Personalization
Engagement
Generic	
Relevant	
Creepy
Different signals work best for
different goals and industries
Most popular data signals
Date range Location Audience Part...
Entertainment
Date range – Video trailer and
premiere messaging
Day of week – TV tune-in messaging
Location – Local movie ...
Being able to execute several variants
from a single approved creative with only
one tag needing to be issued is a
fantast...
25%
Dynamic creative campaigns are
easier to manage
(less creatives & less placements)
and
growing
The average number of
c...
2/3 believe poor advertising has a
detrimental effect on brand
Low / no
impact
Moderate
impact
17%
6%
45%
High
impact
Very...
personalized generation
Creative needs to be
contextually engineered for the
In 2016, mobile video ads will
reach 92.4% of US 16-35 year olds
eMarketer, US Millennials and Video, 2015
Plays within video content Plays within non-video content
Instream Outstream
In-stream video ads
were not designed
for mobile – and
they don’t work
on mobile.
Source: MetrixLab, 2014; TubeMogul, 2014...
Outstream video offers a user
experience designed for mobile
Superior user experience
End cards include dynamic
interactivity and CTA, powered
by Creative Relevancy.
Easily consumable...
Audi hits 80% increase
on video completion
benchmark
Celtra’s new mobile technology
is born from consumer insights
and is ...
How often can your clients’
creatives be improved?
There is always room
for improvement
Never, they are
always great!
Sometimes
12%0%
66%
Always Often
22%
Have you devoted more resources
to creative production in order to
improve your ad quality and the
user experience?
64% marketers increasing creative
resources to improve quality and
user experience
Yes
64%
No
36%
Now is the time to advertise
Creative first
Thank you.
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Forget ad blocking, user experience is a big deal - Digiday WTF Ad Blocking NYC, 1/14/16

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Harry Robinson from Celtra's presentation from the WTF Ad Blocking event in NYC - January 14, 2016.

Published in: Marketing
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Forget ad blocking, user experience is a big deal - Digiday WTF Ad Blocking NYC, 1/14/16

  1. 1. Ad Blocking Debrief Harry Robinson, VP Product Marketing, Celtra @adwhisperer
  2. 2. Creative platform for display and video brand advertising, improving the quality of the message & the way the message is presented to consumers
  3. 3. Only we, the advertising industry, made Ad Blocking a big deal
  4. 4. What has the greatest impact on user experience? -  Ad Context (Inventory) -  Ad Presentation (Format) -  Ad Content (Creative)
  5. 5. Majority see creative having biggest impact on user experience Ad Context (Inventory) Ad Presentation (Format) Ad Content (Creative) 52% 22% 26%
  6. 6. 2016 – The Year of Creative
  7. 7. Do publishers review each ad creative before it appears on their site?
  8. 8. More than 1/3 still don’t review creative before it goes live Yes 59% No 41%
  9. 9. 2/3 of marketers find user experience a high priority We don’t think about it It’s somewhat important 22% 4% 48% It’s high priority It’s our highest priority 26%
  10. 10. 48% of respondents see lack of creative relevancy responsible for ad blocking
  11. 11. Creative should be aware of the rich context of a user’s situation Female Afternoon San Francisco Pet Lover Sunny To be personalized and relevant In a Relationship WeekendWeekday New York Cloudy
  12. 12. Aware, but not too aware Personalization Engagement Generic Relevant Creepy
  13. 13. Different signals work best for different goals and industries Most popular data signals Date range Location Audience Part of day Weather
  14. 14. Entertainment Date range – Video trailer and premiere messaging Day of week – TV tune-in messaging Location – Local movie theaters and showtimes
  15. 15. Being able to execute several variants from a single approved creative with only one tag needing to be issued is a fantastic development that we are extremely keen to use more of. – ThinkJam, Creative Agency, Oct 2015
  16. 16. 25% Dynamic creative campaigns are easier to manage (less creatives & less placements) and growing The average number of creatives per campaign decreased by up to
  17. 17. 2/3 believe poor advertising has a detrimental effect on brand Low / no impact Moderate impact 17% 6% 45% High impact Very high impact 33%
  18. 18. personalized generation Creative needs to be contextually engineered for the
  19. 19. In 2016, mobile video ads will reach 92.4% of US 16-35 year olds eMarketer, US Millennials and Video, 2015
  20. 20. Plays within video content Plays within non-video content Instream Outstream
  21. 21. In-stream video ads were not designed for mobile – and they don’t work on mobile. Source: MetrixLab, 2014; TubeMogul, 2014 of all skippable pre-roll ads are being skipped 85%
  22. 22. Outstream video offers a user experience designed for mobile
  23. 23. Superior user experience End cards include dynamic interactivity and CTA, powered by Creative Relevancy. Easily consumable and immersive video with fast-paced edit of an enchanting video clips intercut with text cards. Video is introduced politely & gradually so not to interrupt.
  24. 24. Audi hits 80% increase on video completion benchmark Celtra’s new mobile technology is born from consumer insights and is perfectly merging media and creative. - Giovanni Perosino, Head of Marketing Communication, Audi Short Form Vertical Video Case Study Preview: bit.ly/AudiSFVV
  25. 25. How often can your clients’ creatives be improved?
  26. 26. There is always room for improvement Never, they are always great! Sometimes 12%0% 66% Always Often 22%
  27. 27. Have you devoted more resources to creative production in order to improve your ad quality and the user experience?
  28. 28. 64% marketers increasing creative resources to improve quality and user experience Yes 64% No 36%
  29. 29. Now is the time to advertise Creative first
  30. 30. Thank you.

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