The Display Ad of the Future: It's all about you - Marketing Land Summit 2014

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What does the future of online display advertising look like? A landscape very different than today’s, and one that disrupts current advertiser practices and beliefs. Ads will evolve from interruptions in other activities to voluntary views that users seek out. Ads will be more interactive, and beautiful. Ads will be connected across devices and time, and thanks to better retargeting will be more useful to your personal life. And measurement of ads will be much more complex and accurate, allowing advertisers to even more precisely tune messages to individuals – at scale. Learn how to prepare for this exciting new world of display ads like you’ve never seen.

Marketing

Trueffect Inc. Confidential. 2014© All Rights Reserved
What do these three people
have in common?
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2
F. Scott Fitzgerald Salman Rushdie
Joseph Heller

Trueffect Inc. Confidential. 2014© All Rights Reserved
The Move Towards Relevance
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3
and Away from Resonance…

Storytelling
Resonance & Relevance
4
Trueffect3/18/2014

Trueffect Inc. Confidential. 2014© All Rights Reserved
Storytelling with Resonance
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5

Trueffect Inc. Confidential. 2014© All Rights Reserved
Traditional Measurement by
Channel
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7

Trueffect Inc. Confidential. 2014© All Rights Reserved
Ad Measurement is a Mess
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3rd Party: U.S. Reach of 2.4 B U.S. Population = 313.9 M
but..

Trueffect Inc. Confidential. 2014© All Rights Reserved
Need to tell story with Data
across Channels
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9

Trueffect Inc. Confidential. 2014© All Rights Reserved
The Evolution of Display
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12

Trueffect Inc. Confidential. 2014© All Rights Reserved
Display buys used to be
contextual…
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13

Trueffect Inc. Confidential. 2014© All Rights Reserved
Data Growing FAST!
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14
• Online/offline
• CRM
• Registration
• First- Party data
shared among
advertisers
• Aggregated data
• Inferred vs.
declared
First Party Second-Party Third-Party

Trueffect Inc. Confidential. 2014© All Rights Reserved
Now Buying Audiences
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15

Trueffect Inc. Confidential. 2014© All Rights Reserved
Marketing
Funnel
Creative Targeting on Audience
Segments
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Standard Offer
CTR focused
creative
Value and Offer
based
Aligned to
product,
location etc.
Upsell/Cross-
sell retention
Unknown
Visitor Product
Interest
Visitors
Recent
Visitors
Language
Lapsed
Visitors
Language
Existing
Customer/Produc
t Interest

Trueffect Inc. Confidential. 2014© All Rights Reserved
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Location Signals: iBeacons
ALEX AND ANI

Trueffect Inc. Confidential. 2014© All Rights Reserved
Opt-in to Offers
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19

Trueffect Inc. Confidential. 2014© All Rights Reserved
Viral Pull Ads
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20

Thanks!
Twitter: @timmayer
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21

The document discusses the evolution of display advertising towards more personalized and relevant ads based on individual user data and profiles. It notes that historically, display ads were more contextual based on the site content, but ads are now buying audiences directly based on large amounts of growing first, second, and third party data on users. Going forward, display ads will continue to get more personalized through location signals, opt-in offers, and viral ads tailored for individual users.

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学校原件一模一样【微信：741003700 】《(英国UWS毕业证书)西苏格兰大学毕业证学位证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。本公司拥有海外各大学样板无数，能完美还原。 1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700 【主营项目】一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！二.真实使馆公证(即留学回国人员证明,不成功不收费) 三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度) 如果您处于以下几种情况： ◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】 ◇面对父母的压力，希望尽快拿到； ◇不清楚认证流程以及材料该如何准备； ◇回国时间很长，忘记办理； ◇回国马上就要找工作，办给用人单位看； ◇企事业单位必须要求办理的 ◇需要报考公务员、购买免税车、落转户口 ◇申请留学生创业基金留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才

DTA Promotion - Marketing Specialist Assignment

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Advanced Storytelling Concepts for Marketers

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Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored. The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity. There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years. Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction. We will discuss: • Rhetoric – The art of effective communication • The Socratic Method – You cannot teach, but you can persuade people to learn • Plato’s Cave – You sell products, but you market ideas • Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.

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From Subreddits To Search: Maximizing Your Brand's Impact On Reddit

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The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights. Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences. You’ll hear: - The evolution of Reddit as a major influencer on SERPS over the years. - The impact of recent changes and partnerships on Reddit’s place in search. - A comprehensive look at Reddit, how it works, and how to approach it. - Unique engagement opportunities presented by Reddit. With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences. Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.

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在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样

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The Display Ad of the Future: It's all about you - Marketing Land Summit 2014

1. The Display Ad of the Future: It’s All About You Tim Mayer Chief Marketing Officer Trueffect 3/18/2014Trueffect 1

4. Storytelling Resonance & Relevance 4 Trueffect3/18/2014

10. Trueffect Inc. Confidential. 2014© All Rights Reserved Structured Versus Unstructured Channels 3/18/2014Trueffect 10 Owned Paid Earned Landing Pages Brand Awareness Amplification Brand Experience Discovery & Intent Capture

14. Trueffect Inc. Confidential. 2014© All Rights Reserved Data Growing FAST! 3/18/2014Trueffect 14 • Online/offline • CRM • Registration • First- Party data shared among advertisers • Aggregated data • Inferred vs. declared First Party Second-Party Third-Party

16. Trueffect Inc. Confidential. 2014© All Rights Reserved Marketing Funnel Creative Targeting on Audience Segments 3/18/2014Trueffect 16 Standard Offer CTR focused creative Value and Offer based Aligned to product, location etc. Upsell/Cross- sell retention Unknown Visitor Product Interest Visitors Recent Visitors Language Lapsed Visitors Language Existing Customer/Produc t Interest

17. What’s Next? 3/18/2014Trueffect 17

21. Thanks! Twitter: @timmayer 3/18/2014Trueffect 21

Editor's Notes

Fitzgerald: He wrote the slogan ‘We keep you clean in Muscatine’ for a local steam laundry company.Copywriter[edit]Rushdie's first career was as a copywriter, working for the advertising agency Ogilvy & Mather, where he came up with "irresistibubble" for Aero and "Naughty but Nice" for cream cakes, and for the agency Ayer Barker, for whom he wrote the memorable line "That'll do nicely" for American Express.[11] It was while he was at Ogilvy that he wrote Midnight's Children, before becoming a full-time writer.[12][13][14] John Hegarty of Bartle BogleHegarty has criticised Rushdie for not referring to his copywriting past frequently enough, although conceding: "He did write crap ads ... admittedly."[15]Heller:He then briefly worked for Time Inc.,[11] before taking a job as a copywriter at a small advertising agency,[9] where he worked alongside future novelist Mary Higgins Clark.[15]
• 5.4 million uses of the #EsuranceSave30 hashtag• More than 200,000 entries within the first minute of the Esurance commercial airing• 1.4 million hashtag uses in the first hour and 4.5 million in the first 24 hours• 2.6 billion social impressions on Twitter• 332,000 views of the Esurance commercial on YouTube• 261,000 new followers on the official Esurance Twitter account—an increase of nearly 3,000 percent• A 12x spike in visits to the Esurance website in the first hours of the sweepstakes
ID Interact
1st party ad server + measurement + targeting, measurement + targeting, measurement (how will you interact with the company – do you want to stay on doubleclick, etc.)
First party data informs and improves with every step in the funnel. Improves iteratively with each visit, taking advantage of stitching and persistence of data. Cookie is read/writeable. Recognition rates @ 40%. USE DUMMY IMAGES OR CLIENT-SPECIFIC CAMPAIGN WHEN GIVING PRESENTATION

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Editor's Notes