The document discusses the evolution of advertising across different screens and platforms. It notes that historically mobile ad networks benefited but that advantages are diminishing as companies like Facebook and Google bundle advertising inventory across devices. It then discusses the benefits of approaches like responsive ads that use a single creative that dynamically adapts to different screens versus separate creatives for each platform. The document promotes the idea that a responsive ad approach finding the balance between platforms can help simplify multi-screen advertising.

1. © 2014 ResponsiveAds
@responsiveads
Deciphering Multi-Screen
Advertising
Responsive
Web
Design &
Advertising

2. © 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010
Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad

3. © 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010
ResponsiveAds
Isn’t all about Monetization
Lets Make One…Ad

4. © 2014 ResponsiveAds
@responsiveads
2000~2010
Getting “Pulled Both Ways?”

5. © 2014 ResponsiveAds
@responsiveads
New Media Old Media

6. © 2014 ResponsiveAds
@responsiveads
Mobile Web World Wide Web

7. © 2014 ResponsiveAds
@responsiveads
DIRECT PROGRAMATIC

8. © 2014 ResponsiveAds
@responsiveads
COOKIES
(Segment Targeting)
CREME ( CRM)
( User Opt-in/ Subscription)

9. © 2014 ResponsiveAds
@responsiveads
Web
FREE
NATIONAL
Standard Ads
CPM
CTR
SSP
…
App
PAID
LOCAL
Native Ads
PPC
Viewability
DSP
…

10. © 2014 ResponsiveAds
@responsiveads
and then there was…..

11. © 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010
Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad
3rd wave

12. © 2014 ResponsiveAds
@responsiveads
What was launched in 2010 that Defined
This New Awakening?

13. © 2014 ResponsiveAds
@responsiveads
Digital Media Strategy with three Legs?
Digital Magazine
Desktop Tablet
Mobile

14. © 2014 ResponsiveAds
@responsiveads
So-Lo-Mo “Defining Lens Begins”
Social Local
Mobile

15. © 2014 ResponsiveAds
@responsiveads
POETRY of a Converged Strategy
OWNED
EARNED
PAID
(POEM)

16. © 2014 ResponsiveAds
@responsiveads
Funnel now an Hour Glass
Top
Bottom
Bottom
(middle)
Awareness
Consideration
Intent
Purchase
Support
Loyalty
Advocacy

17. © 2014 ResponsiveAds
@responsiveads
Does not need to be?
Threatening . Costly . Fragmented

18. © 2014 ResponsiveAds
@responsiveads
The Movement in the Interactive
Community with the One-Web
Coined “Responsive Web Design”

19. © 2014 ResponsiveAds
@responsiveads
Responsive Web Design
HTML5. Mediaqueries. CSS3. Fluid Design
1
2
3
5
4

20. © 2014 ResponsiveAds
@responsiveads
Today…
Responsive
offers
Clarity of
Direction
For all
Screens
CMS
CRM
Cookies
Cloud
Convergence
Costs
Compatibility
Connected

21. © 2014 ResponsiveAds
@responsiveads
Advertising- Is there a problem?
• Separate Organizations
• Different Ad Servers?
• Separate Selling?
• Different Technologies
(Flash vs. HTML5)
• Different standards?
• Different priorities?

22. © 2014 ResponsiveAds
@responsiveads
….Time spent on
mobile is greater
Magazines &
Newspapers
Combined!
By 2014 Mobile
Traffic will exceed
Desktop…

23. © 2014 ResponsiveAds
@responsiveads
With more
screens are
coming…
…and users are
multi-tasking

24. © 2014 ResponsiveAds
@responsiveads
Juggling the Strategy of Three

25. © 2014 ResponsiveAds
@responsiveads
… Because
Play Golf in
Scottsdale 50% off
Google Offers

26. © 2014 ResponsiveAds
@responsiveads
So is there a silver bullet
for advertising?

27. © 2014 ResponsiveAds
@responsiveads
Today with 1% CTR we are happy, so why
make it so complicated

28. © 2014 ResponsiveAds
@responsiveads
> 80% of Path to
Purchase
Decisions on Multiple
Screens

29. © 2014 ResponsiveAds
@responsiveads
Real-Time Real-World
But if we can … Simplify
Real-Connection

30. © 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
Responsive Ads
Isn’t all about Monetization
Lets Make One…Ad

31. © 2014 ResponsiveAds
@responsiveads
“Triple Responsive”
… ads that respond to…
ScreenUser
Context

32. © 2014 ResponsiveAds
@responsiveads
Multi-Screen Solutions
STRETCH
Ads
Responsive
Creatives
SWAP
Ads
Multiple
Creatives
STRETCH + SWAP
(combination/custom)
FREE E-Book

33. © 2014 ResponsiveAds
@responsiveads
SWAP
Turning-on-and-off
Different Creatives
• Multiple Ads/ Creatives
• Separate Ad Serving

34. © 2014 ResponsiveAds
@responsiveads
“SWAP” Retrofitting Solution

35. © 2014 ResponsiveAds
@responsiveads
STRETCH
One-Ad-Fits-All
Adapts to the Situation
• HTML5 Creative
• Build Once
• Dynamic Creative
• Optimized Quality
• Single Ad Serving

36. © 2014 ResponsiveAds
@responsiveads
Imagine One-Ad, Fits-All

37. © 2014 ResponsiveAds
@responsiveads
“IAB Standards” SCALE

38. © 2014 ResponsiveAds
@responsiveads
“Native Advertising” Beauty

39. © 2014 ResponsiveAds
@responsiveads
“Full-Skins” Brand Impact

40. © 2014 ResponsiveAds
@responsiveads
“Expandables” Creative Canvas

41. © 2014 ResponsiveAds
@responsiveads
… Re-imagine Paid-Media
One-Ad-Everywhere, Real-Time

42. © 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
ResponsiveAds(Real Time
Isn’t all about Monetization
Lets Make One…Ad

43. © 2014 ResponsiveAds
@responsiveads
In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The
Benefits of Bundles “ Pivotal Research stated that…
“ To date, mobile ad networks, most prominently including Millennial Media have been
among the primary beneficiaries of the rise of mobile advertising.
….However, in the medium-term, most of the advantages which enable ad networks
to capture a large share of the mobile advertising market are diminishing
substantially.
….Facebook and Google are uniquely able to blur the lines of marketers' budget-
setting efforts which normally consider mobile and non-mobile to be distinct
aspects of a digital budget by creating effective bundles of advertising inventory
which cuts across devices.
…..We note that such bundling (some would call it "silo-busting") is beginning to occur
for other digital media.”
Benefits of Bundled Media
In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The
Benefits of Bundles “ Pivotal Research stated that…
“ To date, mobile ad networks, most prominently including Millennial Media have been
among the primary beneficiaries of the rise of mobile advertising.
….However, in the medium-term, most of the advantages which enable ad networks
to capture a large share of the mobile advertising market are diminishing
substantially.
….Facebook and Google are uniquely able to blur the lines of marketers' budget-
setting efforts which normally consider mobile and non-mobile to be distinct
aspects of a digital budget by creating effective bundles of advertising inventory
which cuts across devices.
…..We note that such bundling (some would call it "silo-busting") is beginning to occur
for other digital media.”
 To date mobile ad networks
…Benefited
 Facebook…Google…able to blur the
lines of the marketers budget
 …..Bundling or Silo-busting beginning
to occur …

44. © 2014 ResponsiveAds
@responsiveads
Sell at package?

45. © 2014 ResponsiveAds
@responsiveads
Tablet Engagement 2~3.5X

46. © 2014 ResponsiveAds
@responsiveads
Responsive vs. Digital Industry CTR 4X

47. © 2014 ResponsiveAds
@responsiveads
Responsive Ads Mobile vs. Site 2~3X

48. © 2014 ResponsiveAds
@responsiveads

49. © 2014 ResponsiveAds
@responsiveads
"Local advertisers' get confused when we try
to sell HTML5 and mobile ads, but when they
see STRETCH - I WANT THAT"
- Jonathan Melville, Times-Herald, Newnan, Ga.

50. © 2014 ResponsiveAds
@responsiveads
Finding your Balance!

51. © 2014 ResponsiveAds
@responsiveads
Yin & Yang of Ad Media
Reboot 2010 ( Digital 2 =>)
ResponsiveAds
Isn’t all about Monetization
Lets Make One…Ad