The display ad industry is vast and ever-expanding. It also gets a bad rap due to confusion, misinformation and a lack of understanding. This session breaks down programmatic display, analyzes the concerns around ad blockers and explores some of the latest and greatest in display.

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

3. Sometimes Hollywood
Hits a Home Run

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…

13. Alphabet Soup

14. Just a Few of the Players

15. It’s All About Data

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

18. Source: http://marketingland.com/ad-blocking-is-a-kind-of-
populist-revolt-against-the-internet-establishment-161811

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

20. What Should
We Do?

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

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

36. Thank You!
Questions?
john@clixmarketing.com
@john_a_lee
www.clixmarketing.com