This document discusses how apps have become more important than ads for engaging consumers. It notes that less than 0.09% of display ads actually lead users to the associated app. The document advocates for a "Universal App" that can be delivered across digital channels like websites, mobile apps, and social media as easily as ads. It proposes an "App Factory" platform that would allow apps to be modularly composed and streamed to users in real-time, tracking engagement across channels. This would provide a more consistent brand experience than the current "hodgepodge" of approaches across different platforms and media types.

1. Apps are the New Ads

2. Ads link users to
websites where apps
do the real work to
engage consumers.

3. By the way, 0.09%
of all display ads
get the user
to the application
they’re pointing to.

5. Users don’t want to get
dragged to another site!

6. Or kicked out of their
mobile app!

7. Why don't we serve the app
to the user where they are ?
App

8. The iPhone showed us that
apps can be portable.
over 7 billion app downloads

9. Then iAd showed us
that apps can run
through advertising
channels.

10. Unfortunately, each
media channel has it’s
own rules for apps.

11. Polite download
limits the size
of display ads
to 1MB.
That’s not much
of an app.

12. In fact, 60% of all display
ads are still a picture!
Image Ads
Apps

13. Display ads use Flash
for app functionality.

14. Mobile Ads use HTML5.

15. It can be awkward to
create
apps
in HTML5.

16. Android is the the
most popular Smart
Phone platform in
the U.S.

17. iAd runs only on
Apple devices.

18. So we settle for a
hodgepodge of digital
brand experiences.

19. When we really want a consistent
experience across digital channels.
Web Mobile Social

20. All brand experiences
should be
powerful apps.

21. Delivered across one unified
digital marketing channel.

22. Ads will accomplish
brand objectives.

23. And apps will ship to all digital
channels as easily as ads.
App

24. Let’s call it the
Universal App.

25. We can wait for a new
set of rules for
delivering digital media ...

26. ... or develop advanced new technology.

27. What if we streamed apps as users
interacted with them?

28. App
Factory
And offered a
platform that
anyone can use to
create universal
apps.
Apps

29. Mix and match
app components
in real time
based on
targeting data.

30. Track app
engagement
across multiple
digital channels.

31. Organize assets and modular Set policies that target Serve HTML5 to mobile and Track every user interaction
app components in UI. creative assets and modules Flash to Social and Web across all web, social media,
in real time to each using AdTech (AOL) ad and mobile.
audience. serving technology.

32. Kence Anderson | kence@adxcel.com