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How Hollywood Got
Display Advertising All Wrong
John Lee | @john_a_lee
Managing Partner | Clix Marketing
Managing Partner – Clix Marketing
Digital Advertising Geek
Emphasis on “Geek”
Writer:
Search Engine Watch, ClickZ, Clix Marketing Blog,
The SEM Post, Acquisio Blog, PPC Hero
Speaker:
SMX, SMX Social, SES / ClickZ Live, HeroConf,
HeroConf London, Zenith Conference, Ticket
Summit, State of Search, Acquisio User Summit,
Bing Ads Connect
Sometimes Hollywood
Hits a Home Run
Sometimes Hollywood Rides the
Struggle Bus to Fail Town
Odd Session
Theme, John…
What Gives?
It all started in London with
Larry Kim and Fred Vallaeys.
Everyone’s Down on Display
We don’t see the value.
It doesn’t convert.
It costs too much.
The industry will crumble in 5 years.
Ad blockers! The end is nigh.
Why So Serious?
Can We Just Sit
Down and Talk
About This?
What Is This
Magic “Display”
You Speak Of?
How Hollywood Got Display Advertising All Wrong
Display In a Nutshell
Text, image, video and/or
engagement ads on
websites and apps across
multiple devices.
Site visitors targeted via…
Contextual match
Placements/direct buy
Demographics
1st party data
Retargeting
…and more
Image Source: 7boats.com
Buzz Word Alert! Programmatic
Source:
http://marketingland.com/programmatic-
display-3-tactics-master-2016-165542
Where Does
Programmatic
Display Fit in the
Big Picture?
2/3 of display spend will be
from programmatic in 2016.
Source: http://www.emarketer.com/Article/More-Than-
Two-Thirds-of-US-Digital-Display-Ad-Spending-
Programmatic/1013789
A Rose By Any Other Name…
Alphabet Soup
Just a Few of the Players
It’s All About Data
OK, Not That Data. This Data!
Who do you want to serve ads to? What do you know about them?
Demographics
Behaviors
Interests
Affinity
1st Party Data (e.g. email/phone custom audience)
Retargeting
Purchase Activity
Video Consumption
In-App Activity
Website Activity
What About
Ad Blockers?
How Hollywood Got Display Advertising All Wrong
Source: http://marketingland.com/ad-blocking-is-a-kind-of-
populist-revolt-against-the-internet-establishment-161811
Ad Blockers
Will Be The
Death of
Display Ads!
No. No they won’t.
Source: http://www.emarketer.com/Article/US-Digital-
Display-Ad-Spending-Surpass-Search-Ad-Spending-
2016/1013442
What Should
We Do?
Publishers: Improve UX
Content 1st. Ads 2nd.
Limit ad blocks for clutter
and load time.
Limit auto-play video ads to
1 per page.
No pop ups (duh!).
No ads without a close
button.
Etc., etc.
Source:
http://www.videoadnews.com/2016/02/22
/why-it-may-cost-publishers-more-to-
prioritize-revenue-over-user-experience/
Advertisers: Be More Strategic
Increase Specificity in
Targeting
Tailor Ads to Specific
Audience
Dynamic Ads FTW!
Implement Impression Caps
Leverage Audience
Exclusions
Source:
http://www.theguardian.com/media/2016
/feb/16/ad-blocking-advertisers
John! Programmatic Is
Just Too Much to Handle.
Now What?
How Hollywood Got Display Advertising All Wrong
We Covered This Already, Yes?
Data + Automation = Programmatic
It isn’t 1 magical channel selling Unicorn-infused ads.
He’s Iron Man.
He Can Do It
However He
Wants
Let’s WALK before we run,
shall we?
GDN Is Still Your Friend…
…for custom
audiences,
interests and
retargeting.
GDN Is Still Your Friend…
…for big data.
GDN Is Still Your Friend…
…for dynamic ads
based on data
feeds (DDA’s).
GDN Is Still Your Friend…
…for dynamic
product ads
(DPA’s).
Gmail Ads
Desktop/Mobile
Big, Beautiful Ads
Leverage Customer Match (email
custom audience) & Lookalike
Audiences
Leverage Keywords to Target
Content of Email
Competitor names
Similar/related products or services
Use your imagination!!!
Other Targeting Layers
Demographics
Interests
Location
Same GDN Targeting, But…
…do it BETTER.
Tailor contextual, interest &
demographic targets as
precisely to your desired
audience as possible.
Research placements as if they
were exact match keywords.
Above all – serve ads that
match audience and targeting.
“Do the best you
can until you know
better. Then when
you know better,
DO BETTER.”
- Maya Angelou
Get Into Native with Yahoo Gemini
Desktop/Mobile
Attractive, Image
Focused Ads
Leverage Retargeting &
Lookalike Audiences
Leverage Mobile In-
App IDs
Other Targeting Layers
Demographics
Interests
Location
Low Monthly Minimum Options
Self-serve.
Retargeting.
Video.
Local.
Mobile.
To Summarize
DO MORE OF THIS LESS OF THIS
Thank You!
Questions?
john@clixmarketing.com
@john_a_lee
www.clixmarketing.com

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How Hollywood Got Display Advertising All Wrong

  • 1. How Hollywood Got Display Advertising All Wrong John Lee | @john_a_lee Managing Partner | Clix Marketing
  • 2. Managing Partner – Clix Marketing Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero Speaker: SMX, SMX Social, SES / ClickZ Live, HeroConf, HeroConf London, Zenith Conference, Ticket Summit, State of Search, Acquisio User Summit, Bing Ads Connect
  • 4. Sometimes Hollywood Rides the Struggle Bus to Fail Town
  • 5. Odd Session Theme, John… What Gives? It all started in London with Larry Kim and Fred Vallaeys.
  • 6. Everyone’s Down on Display We don’t see the value. It doesn’t convert. It costs too much. The industry will crumble in 5 years. Ad blockers! The end is nigh.
  • 7. Why So Serious? Can We Just Sit Down and Talk About This?
  • 8. What Is This Magic “Display” You Speak Of? How Hollywood Got Display Advertising All Wrong
  • 9. Display In a Nutshell Text, image, video and/or engagement ads on websites and apps across multiple devices. Site visitors targeted via… Contextual match Placements/direct buy Demographics 1st party data Retargeting …and more Image Source: 7boats.com
  • 10. Buzz Word Alert! Programmatic Source: http://marketingland.com/programmatic- display-3-tactics-master-2016-165542
  • 11. Where Does Programmatic Display Fit in the Big Picture? 2/3 of display spend will be from programmatic in 2016. Source: http://www.emarketer.com/Article/More-Than- Two-Thirds-of-US-Digital-Display-Ad-Spending- Programmatic/1013789
  • 12. A Rose By Any Other Name…
  • 14. Just a Few of the Players
  • 16. OK, Not That Data. This Data! Who do you want to serve ads to? What do you know about them? Demographics Behaviors Interests Affinity 1st Party Data (e.g. email/phone custom audience) Retargeting Purchase Activity Video Consumption In-App Activity Website Activity
  • 17. What About Ad Blockers? How Hollywood Got Display Advertising All Wrong
  • 19. Ad Blockers Will Be The Death of Display Ads! No. No they won’t. Source: http://www.emarketer.com/Article/US-Digital- Display-Ad-Spending-Surpass-Search-Ad-Spending- 2016/1013442
  • 21. Publishers: Improve UX Content 1st. Ads 2nd. Limit ad blocks for clutter and load time. Limit auto-play video ads to 1 per page. No pop ups (duh!). No ads without a close button. Etc., etc. Source: http://www.videoadnews.com/2016/02/22 /why-it-may-cost-publishers-more-to- prioritize-revenue-over-user-experience/
  • 22. Advertisers: Be More Strategic Increase Specificity in Targeting Tailor Ads to Specific Audience Dynamic Ads FTW! Implement Impression Caps Leverage Audience Exclusions Source: http://www.theguardian.com/media/2016 /feb/16/ad-blocking-advertisers
  • 23. John! Programmatic Is Just Too Much to Handle. Now What? How Hollywood Got Display Advertising All Wrong
  • 24.
  • 25. We Covered This Already, Yes? Data + Automation = Programmatic It isn’t 1 magical channel selling Unicorn-infused ads.
  • 26. He’s Iron Man. He Can Do It However He Wants Let’s WALK before we run, shall we?
  • 27. GDN Is Still Your Friend… …for custom audiences, interests and retargeting.
  • 28. GDN Is Still Your Friend… …for big data.
  • 29. GDN Is Still Your Friend… …for dynamic ads based on data feeds (DDA’s).
  • 30. GDN Is Still Your Friend… …for dynamic product ads (DPA’s).
  • 31. Gmail Ads Desktop/Mobile Big, Beautiful Ads Leverage Customer Match (email custom audience) & Lookalike Audiences Leverage Keywords to Target Content of Email Competitor names Similar/related products or services Use your imagination!!! Other Targeting Layers Demographics Interests Location
  • 32. Same GDN Targeting, But… …do it BETTER. Tailor contextual, interest & demographic targets as precisely to your desired audience as possible. Research placements as if they were exact match keywords. Above all – serve ads that match audience and targeting. “Do the best you can until you know better. Then when you know better, DO BETTER.” - Maya Angelou
  • 33. Get Into Native with Yahoo Gemini Desktop/Mobile Attractive, Image Focused Ads Leverage Retargeting & Lookalike Audiences Leverage Mobile In- App IDs Other Targeting Layers Demographics Interests Location
  • 34. Low Monthly Minimum Options Self-serve. Retargeting. Video. Local. Mobile.
  • 35. To Summarize DO MORE OF THIS LESS OF THIS