This is a presentation made during the WAN-IFRA Event in London on April 15~17 2013 Digital Media Europe ( #DME13) We talk about the opportunities for publishers around embracing Responsive Web Design and the unique advertising monetization techniques around them. The presentation includes examples and different thoughts around the convergence of media for publishers

1. 2013, Eye of the Storm Moment
Getting a Responsive
Advertising Strategy
by Matthew Snyder, CEO, ResponsiveAds
@ResponsiveAds
© 2013 ResponsiveAds

2. 17 Years in a Mobile
12 Years Nokia- Director of Strategy
10 Years in Mobile Advertising
5 Years running Cross-Screen Agency
( ADObjects, Inc & MXM Events )
2 Years RWD (ResponsiveAds Jan 2012)
@ResponsiveAds
© 2013 ResponsiveAds

3. Simplify the creative process
giving publishers w/ad sales the BEST
multi-screen fill, quality and revenue
Equivalency of Mobile to Desktop eCPM’s
@ResponsiveAds
© 2013 ResponsiveAds

4. Weathering the Storm-
Responsively
− “Winds of Media Change”
Is your Strategy really Balanced?
− “When Lightning Strikes”
Internet Reboot- Responsive Web
− 2013 “Eye of the Storm”
Opportunity for Responsive Ads
− Calmness After
Monetizing like its Native again
− Lets Do it. Make One Ad
@ResponsiveAds
© 2013 ResponsiveAds

5. Contents Weathering
the Storm
− “Winds of Media Change” Is
Your Strategy Really Balanced?
− 2010“Lightning Strikes”
Internet Reboot- Responsive Web
− 2013 “Eye of the Storm”
Responsive Ads
− Calmness After
Monetizing like its Native Again
− Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds

6. @ResponsiveAds
© 2013 ResponsiveAds

7. The Traditional The New Media
Business Business
@ResponsiveAds
© 2013 ResponsiveAds

8. Web Site Mobile Web Site
@ResponsiveAds
© 2013 ResponsiveAds

9. DIRECT Sales RTB PROGRAMMATIC
@ResponsiveAds
© 2013 ResponsiveAds

10. COOKIES CREME ( CRM)
(Ad Targeting) ( Paid Content / Subscription)
@ResponsiveAds
© 2013 ResponsiveAds

11. Yin & Yang “Pull”
Mobile Web/HTML5 Native App
FREE ( Own) PAID
NATIONAL LOCAL
Standard Ads Native Ads
CPM PPC
CTR Viewability
SSP DSP
… …
@ResponsiveAds
© 2013 ResponsiveAds

12. However…Just when you thought
Strategy Balanced?
@ResponsiveAds
© 2013 ResponsiveAds

13. Contents Weathering the
Storm
− “Winds of Media Change”
Social, mobile and local
− 2010 “Lightning Strikes”
Need the Triple Approach
− 2013” Eye of the Storm”
Responsive Ads
− Calmness After
@ResponsiveAds
© 2013 ResponsiveAds

14. @ResponsiveAds
© 2013 ResponsiveAds

15. Overnight…Now Juggling
Strategy of Three
Mobile
Tablet
Desktop
@ResponsiveAds
© 2013 ResponsiveAds

16. Stable, Balanced Growth Strategy
Overall Digital
Mobile
Desktop
Tablet
@ResponsiveAds
© 2013 ResponsiveAds

17. Just Android
~30 Screen Sizes
Between
2.8”….. 10.1”
@ResponsiveAds
© 2013 ResponsiveAds

18. How Consumers became aware of Products
and Services
@ResponsiveAds
© 2013 ResponsiveAds

19. …and new screens are coming
Play Golf in
Scottsdale 50% off
Newspaper offers
@ResponsiveAds
© 2013 ResponsiveAds

20. So-Lo-Mo “Consumers Life Lens Began”
Social Local
Mobile
@ResponsiveAds
© 2013 ResponsiveAds

21. P-O-E-TRY of a Converged Strategy
(POEM) OWNED
media
PAID
media EARNED
media
@ResponsiveAds
© 2013 ResponsiveAds

22. Funnel now an Hour Glass
Top Awareness
Consideration
Intent
Bottom Purchase
(middle)
Support
Loyalty
Bottom Advocacy
@ResponsiveAds
© 2013 ResponsiveAds

23. Does not need to be?
Threatening . Costly . Fragmented
@ResponsiveAds
© 2013 ResponsiveAds

24. Also, In 2010
Raining in from Design Community
The One-Web Solution
“Responsive Web Design”
@ResponsiveAds
© 2013 ResponsiveAds

25. Responsive Web Design
HTML5. Mediaqueries. CSS3. Fluid Design
1
3
2
@ResponsiveAds
© 2013 ResponsiveAds

26. Today… Lets sail
Responsive …together
CMS
offers CRM
Clarity of Common
Direction Cloud
Convergence
For all Control Costs
Screens Compatibility
Connected
@ResponsiveAds
© 2013 ResponsiveAds

27. By Nov 2014
Nov 2012
Could be “10X”
Responsive “5X”
Mobile Design
Mobile App Design
@ResponsiveAds
© 2013 ResponsiveAds

28. 2013 “ The Year of Responsive Design”
@ResponsiveAds
© 2013 ResponsiveAds

29. …GREAT NEWS, now embraced heavily
Newspaper, News & Media Industry
@ResponsiveAds
© 2013 ResponsiveAds

30. Now lets Paint the Advertising Picture
Different Creatives
• Different Ad Servers?
• Different Channel Buying/Selling?
• Different Technologies (Flash vs. HTML5)
• Different Standards?
• Different Business Priorities?
@ResponsiveAds
© 2013 ResponsiveAds

31. @ResponsiveAds
© 2013 ResponsiveAds

32. ….Time spent on
mobile is greater
Magazines &
Newspapers
Combined!
@ResponsiveAds
© 2013 ResponsiveAds

33. ….Time spent on
Bymobile is greater
2014 Mobile Traffic
will exceed Desktop…
Magazines &
Newspapers
Combined!
@ResponsiveAds
© 2013 ResponsiveAds

34. Usage and Frequency
@ResponsiveAds
© 2013 ResponsiveAds

35. This Shift Isn't
Changing
more screens are
coming…
…users are multi-
tasking, and
Screen-Shifting
@ResponsiveAds
© 2013 ResponsiveAds

36. > 80% of Path to
Purchase
Decisions on Multiple
Screens
@ResponsiveAds
© 2013 ResponsiveAds

37. No Matter what Multi-Screen Usage Case
@ResponsiveAds
© 2013 ResponsiveAds

38. is there a silver bullet
for advertising,
Publishers can embrace?
@ResponsiveAds
© 2013 ResponsiveAds

39. Contents Weathering the
Storm
− “Winds of Media Change”
Getting blown both ways
− 2010“Lightning Strikes”
Internet Reboot- Responsive Web
− 2013 “Eye of the Storm”
Solving with Responsive Ads
− Calmness After
Monetizing like its Native Again
− Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds

40. Multi-Screen Solutions
STRETCH SWAP
Ads Ads
Responsive Multiple Creatives
Creatives
FREE E-Book
STRETCH + SWAP
(combination/custom)
@ResponsiveAds
© 2013 ResponsiveAds

41. SWAP
Turning-on-and-off
Different Creatives
• Multiple Ads/ Creatives
• Separate Ad Serving
@ResponsiveAds
© 2013 ResponsiveAds

42. “SWAP” Retrofitting Solution
@ResponsiveAds
© 2013 ResponsiveAds

43. But did we solve the
Problem?
@ResponsiveAds
© 2013 ResponsiveAds

44. Quagmire of Creative Sizes
“Ad Ops pulled every which way?”
@ResponsiveAds
© 2013 ResponsiveAds

45. Kim Siler ( Brand Manager)
Asked Why Coke does not have
Mobile Strategies for all Brands? 10/ 2012
“ I'm going to be very frank with you, and just tell you, coz this
[expletive] is hard. Sorry!“ She got a laugh from the audience,
Coke has more than 60 brands, in 209 markets, and it
operates in about 50 languages.
So 60 x 209 x 50 = 627,000 web sites that need Just mobile
Read more: http://www.businessinsider.com/cokes-mobile-ad-chief-uses-the-s-word-2012-
10#ixzz2AtQ5KdCX
@ResponsiveAds
© 2013 ResponsiveAds

46. Right Ad, Right Context
Content the User wants…
@ResponsiveAds
© 2013 ResponsiveAds

47. … Simplify
Real-Time Real-World
Mobile Tablet Desktop
Real-Connection
@ResponsiveAds
© 2013 ResponsiveAds

48. STRETCH
One-Ad-Fits-All
Adapts to the Situation
• HTML5 Creative
• Build Once
• Real-Time Editing
• Dynamic Rich-media
• Optimized Quality
• Existing Ad Serving
@ResponsiveAds
© 2013 ResponsiveAds

49. Imagine One-Ad, Fits-All
@ResponsiveAds
© 2013 ResponsiveAds

50. “IAB Standards” SCALE
@ResponsiveAds
© 2013 ResponsiveAds

51. “Native Advertising” Beauty
@ResponsiveAds
© 2013 ResponsiveAds

52. “Full-Skins” Brand Impact
@ResponsiveAds
© 2013 ResponsiveAds

53. “Expandables” Creative Canvas
@ResponsiveAds
© 2013 ResponsiveAds

54. … So when that moment comes
Dynamic Content
One-Ad-Everywhere, Real-Time
@ResponsiveAds
© 2013 ResponsiveAds

55. Contents Weathering
the Storm
− “Winds of Media Change”
Getting blown both ways
− 2010“Lightning Strikes”
Internet Reboot- Responsive Web
− 2013 “Eye of the Storm”
Solving with Responsive Ads
− Moment of Calmness Simply
Monetizing with Results
− Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds

56. Responsive vs. Digital Industry CTR 4X
@ResponsiveAds
© 2013 ResponsiveAds

57. Responsive Ads Mobile vs. Site 2~3X
@ResponsiveAds
© 2013 ResponsiveAds

58. @ResponsiveAds
© 2013 ResponsiveAds

59. Tablet Engagement 2~3.5X
@ResponsiveAds
© 2013 ResponsiveAds

60. @ResponsiveAds
© 2013 ResponsiveAds

61. 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.”
@ResponsiveAds
© 2013 ResponsiveAds

62. Benefits of Bundled Media
In a recent report (10/20/2012) by “Madison & Wall: Mobile Advertising; The Benefits
of  To“ date Research stated that…
Bundles Pivotal mobile ad networks…Benefited
“ To date, mobile ad networks, most prominently including Millennial Media have been
 Facebook…Google…able to blur the lines
among the primary beneficiaries of the rise of mobile advertising.
….However, in the medium-term, most of the advantages which enable ad networks to
of the marketers budget
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
 …..Bundling or Silo-busting beginning
budget by creating effective bundles of advertising inventory which cuts across devices.
to occur …
…..We note that such bundling (some would call it "silo-busting") is beginning to occur for
other digital media.”
@ResponsiveAds
© 2013 ResponsiveAds

63. “ Bundled Sales”
From Channel to Audience
@ResponsiveAds
© 2013 ResponsiveAds

64. Digital
Sell as package?
@ResponsiveAds
© 2013 ResponsiveAds

65. Contents Weathering the
Storm
− “Winds of Media Change”
Getting blown both ways
− 2010“Lightning Strikes”
Internet Reboot- Responsive Web
− 2013 “Eye of the Storm”
Solving with Responsive Ads
− Moment of Calmness Simply
Monetizing with Results
− Lets Make One…Ad
@ResponsiveAds
© 2013 ResponsiveAds

66. “Magazine” Otavamedia
@ResponsiveAds
© 2013 ResponsiveAds

67. "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.
@ResponsiveAds
© 2013 ResponsiveAds

68. − Solid foundation
− Simpler Processes
− Mobile Revenue
− Easier to Sell
Weather the Storm… on Top!
@ResponsiveAds
© 2013 ResponsiveAds

69. Thank You
matt@responsiveads.com
@ResponsiveAds
© 2013 ResponsiveAds