Harry Robinson from Celtra's presentation from the Digiday Brand Summit in Deer Valley, UT - December 8, 2015.

1. Ad Blocking
User Experience
is a big deal
Harry Robinson, VP Product Marketing, Celtra
@adwhisperer
?

2. Only we, the advertising
the frontier
industry made Ad
Blocking a big deal

3. Biggest impact on
user experience
0%
20%
40%
60%
80%
100%
Ad Context
(Inventory)
Ad Presentation
(Format)
Ad Content
(Creative)

4. Biggest impact on
user experience
22%
26%
52%
0%
20%
40%
60%
Ad Context
(Inventory)
Ad Presentation
(Format)
Ad Content
(Creative)

5. Creative – the next frontier
in digital display & video

6. 48% of respondents
said lack of creative was
Relevancy
responsible for ad blocking

7. Creative should be aware of the
rich context of a user’s situation
Female
Afternoon
San Francisco
Pet Lover
Sunny
To be personalized
and relevant
In a
Relationship
Weekend
Weekday
New York
Cloudy

8. Aware, but not too aware
Personalization
Engagement
Generic
Relevant
Creepy

9. personalized generation
Creative needs to be
contextually engineered for the

11. Being able to execute several variants
from a single approved creative with only
one tag needing to be issued is a
fantastic development that we are
extremely keen to use more of.
– ThinkJam, Creative Agency, Oct 2015

12. 25%
Dynamic creative campaigns are
easier to manage
(less creatives & less placements)
and
growing
The average number of
creatives per campaign
decreased by up to

13. Different signals work best for
different goals and industries
Most popular data signals
Date range
Location
Audience
Part of day
Weather

14. Entertainment
Date range – Video trailer and
premiere messaging
Day of week – TV tune-in messaging
Location – Local movie theaters
and showtimes

15. What brand impact does poor
advertising have?
33%
45%
17%
6%
0%
20%
40%
60%
Very high
impact
High
impact
Low / no
impact
Moderate
impact

16. Do you think about user
experience when advertising?
26%
48%
22%
4%
0%
20%
40%
60%
It’s our highest
priority
It’s high
priority
We don’t
think about it
It’s somewhat
important

17. In 2016, mobile video ads will
reach 92.4% of US 16-35 year olds
eMarketer, US Millennials and Video, 2015

18. Plays within video content
Plays within non-video content
Instream
Outstream

19. In-stream video ads
were not designed
for mobile – and
they don’t work
on mobile.
Source: MetrixLab, 2014; TubeMogul, 2014
of all skippable pre-roll ads
are being skipped
85%

20. Outstream video offers a user
experience designed for mobile

21. Superior user experience
End cards include dynamic
interactivity and CTA, powered
by Creative Relevancy.
Easily consumable and immersive video
with fast-paced edit of an enchanting
video clips intercut with text cards.
Video is introduced
politely & gradually
so not to interrupt.

22. Audi hits 80% increase
on video completion
benchmark
Celtra’s new mobile technology
is born from consumer insights
and is perfectly merging media
and creative.
- Giovanni Perosino, Head of Marketing Communication, Audi
Short Form Vertical Video Case Study
Preview: bit.ly/AudiSFVV

23. Can your clients’ creatives be
improved?
0%
20%
40%
60%
80%
100%
Always
Often
Never, they are
always great!
Sometimes

24. Can your clients’ creatives be
improved?
66%
22%
12%
0%
0%
20%
40%
60%
80%
Always
Often
Never, they are
always great!
Sometimes

25. Now is the time to advertise
creative first

26. Thank you.